Malta and destination branding : is gastronomic tourism being implemented enough?

Abstract

Gastronomy tourism in Malta has been gaining increased attention during the last two to three years. Tourists are seeking specialised gastronomic experiences whilst ensuring that everything is conducted in a sustainable manner. Although people travel for different reasons, gastronomy has certainly increased as a motivating factor for one to travel. Gastronomy is also being recognised to enhance a destination brand’s identity and image. This research set out to discover whether the current gastronomic system in place is attracting enough tourists to Malta. The study seeks to answer the research question by carrying out a qualitative study with the use of semi-structured interviews. Additionally, the present author speaks about the limitations encountered whilst carrying out the study and the emphasis on lack of literature locally. The findings of this study suggest that the branding of gastronomy tourism in Malta has made some improvements, however there is ample potential that still has to be tapped into. Additionally, the present author puts forward recommendations to the industry and for future research in chapter 5 focusing on creating more awareness about the topic and also the need to support the supply-side of the tourism industry.