Exploring innovations to enhance the Maltese village festa : the tourist experience: a focus on the annual festa band concerts

Abstract

With the Maltese village festa being inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity, this study investigates potential innovations to enhance the tourist experience regarding the annual band concert, one of the various features of the festa. Given the festa’s cultural significance and its potential for cultural tourism, this research aligns with the goals outlined in the Malta Tourism Strategy 2021–2030. The strategy emphasises a sustainable approach to tourism development, prioritising the quality of tourist experiences over visitor numbers, with the aim of providing higher-value, more immersive experiences that maximise economic returns. Hence, the objectives of this study are to examine the cultural significance of the festa band concert, assess its existing elements and their impact on tourist satisfaction, and identify feasible innovations, in collaboration with local stakeholders, to further enrich the tourist experience. A mixed-methods approach was employed, combining survey data from 133 tourists with semi-structured interviews of local stakeholders. SPSS was used for quantitative analysis of tourist survey responses, revealing that 82% of participants attended a festa, and 98% of these attendees also experienced the annual festa band concert. Qualitative data from stakeholder interviews was analysed thematically to provide an in-depth understanding of perceived challenges and possibilities for innovation. Findings indicate that most tourists discovered the concert incidentally and reported a generally satisfactory experience. Many respondents expressed interest in enhancements such as synchronised music and visual displays on LED screens. However, discussions with stakeholders highlighted significant financial constraints that limit the feasibility of these innovations. Based on these insights, the study concludes that targeted marketing and modest innovations, like LED displays, could substantially improve the tourist experience, supporting cultural tourism and economic development in Malta’s rural areas. This dissertation concludes with practical recommendations and a guide for band clubs, structured around Pine and Gilmore’s (1998) five principles for creating rich experiences. These guidelines aim to assist band clubs in organising annual festa band concerts that offer a more immersive and culturally engaging experience for tourists.