Malta as a food destination : the perspective of tourists who engaged in food activities

Abstract

The relationship between food, culture, tradition and tourism has been widely researched. However, this information lacks to deeply consider the relationship between food from a wider perspective vis-à-vis the touristic activities it generates. This is greatly undervalued especially when globalised food experiences are analysed from the perspective of the tourists themselves. Food experiences are slowly relinquishing their traditional cultural borders. Hence, before aiming at developing a brand image based on haphazard food experiences, it is imperative to examine the perspective of the food tourists through a globalised perspective. Since this approach is relatively in its infant stage, especially in Maltese literature, this research will not look at creating theoretical frameworks and potential predictions. Rather, it will focus on understanding the behaviour and motivators of food tourists in Malta. In the process, the research will also explore the possibility of promoting the Maltese Islands as a contemporary food destination that offers more than just Maltese food.