Motivational factors in choosing Malta for gastronomic experiences

Abstract

Many scholars and academics argue that food has potential to be a primary travel motif. This could be the case with a certain type of target market and countries with strong gastronomic practices and products. Moreover, Malta’s government entity for tourism wants to strengthen the country’s gastronomic experiences, as well as its sustainability practices. This dissertation researches the different motivations of gastronomy experiences in Malta. Using quantitative data from fifty respondents, the study investigates the impact of age, gender, and nationality on tourists' motivations and behaviours connected to gastronomy experiences. The findings show a wide demographic profile, with leisure and relaxation emerging as the major reason for visiting Malta, followed by cultural discovery and culinary experiences, especially among older travellers. While many tourists equate gastronomic experiences with sampling local cuisine, preferences for eating settings and food-related activities differ, especially between the different ages. Furthermore, the study sheds light on the importance of online information in decision-making, as well as the problems that local stakeholders confront when sourcing and promoting real local produce for gastronomical tourism. Despite tourists' favourable perceptions of the authenticity and sustainability of Maltese cuisine, there are differences between perceived authenticity and the actuality of their experiences whilst in Malta. This dissertation also calls for more research into the effects of age and gender on gastronomic tastes, the effectiveness of internet information in influencing gastronomic decisions, the problems of getting local produce for gastronomy tourism, and cultural conceptions of gastronomic authenticity. Addressing these research gaps allows stakeholders to improve the gastronomy experience in Malta while promoting cultural understanding through the language of food and increasing local sustainable practices.