Analysing the needs of the tourists and locals in relation to the development of a mobile application for the Malta International Airport

Abstract

This long essay sets out to understand whether there is the need for a mobile application as part of the Malta International Airport’s marketing strategy. The objective of the researcher was to identify the needs of tourists and locals, through the co-creation process, and analyse the impact of using a mobile application on an individuals’ airport experience. This was done since the Malta International Airport is always seeking opportunities to enhance customer satisfaction and experience, and the researcher believed that based on a literature review, such communication tool can be one way of enhancing the customers level of satisfaction. The data gathering tools used for this study were online and in-person surveys, through the use of a quantitative approach. These surveys were aimed at both foreign and local individuals to reach relevant and better results. The researcher used SPSS to analyse a total of 333 responses, of which 80% were Maltese and the remaining foreign nationalities, with most of the responses being collected online. Additionally, the researcher, allowed for responses in a semi-qualitative approach since it allowed the respondents to provide further answers which were not pre-determined in the survey. These were then analysed through thematic analysis. The results show that there is in fact a positive relationship between a mobile application and customer satisfaction, due to three main themes, including, easily accessible information, planning ahead - leading to reduced levels of stress, and a more personalised experience. Also, it was concluded that such communication tool would be welcomed by most airport visitors. Based on the customers’ needs, the main features to be included in the implementation of such app include, a virtual map of the airport, live flight updates, security waiting times, a live chat, and discounts or exclusive offers from shops available in the airport, amongst others.