Investigating the influence of the Maltese carnival on tourist decision-making and choice of destination

Abstract

This study explores the influence of the Maltese Carnival on tourist decision-making and destination choice, focusing on how this culturally significant event contributes to Malta’s appeal as a tourism destination. As tourism motivated by culture and events continues to grow worldwide, examining how traditional festivals influence travel behaviour has become increasingly important. This research adopts a qualitative approach, using semi-structured interviews with Carnival stakeholders as well as gaining on-site comments with tourists and locals during the Carnival itself. This method provided a rich understanding of both the organisational dynamics behind the event and its impact on visitor experience. Observational research across multiple villages that organise Carnival further enriched the findings of this study. This dissertation therefore addresses a gap in existing literature by investigating whether tourists are primarily motivated to visit Malta for Carnival or whether their participation is incidental. In doing so, this dissertation contributes to a better understanding of how cultural events may influence travel decisions and offers insights that can support the strategic development of Malta’s cultural tourism sector.