Prior journey perception and actual experience at destination : the individual traveller experience

Abstract

The aim of this research is to examine the prior destination image that a tourist holds of a particular place. To obtain such information, surveys were carried out within two major groups; the tourists who visit Malta and the Maltese who travel abroad. The respondents were then asked about their actual experience as the destination. From the results obtained, an in depth analysis was conducted to examine the destination image of Malta, its atmosphere and the factors that influenced perception. An analysis was conducted in order to study the experience in Malta and see whether the tourists' perception changed or not. The final part of the analysis was dedicated to comparing the inbound and outbound tourists. From the analysis carried out, it was identified that the three most common images associated with Malta, are sun, sea and history. Also from the findings it was concluded that the atmosphere in Malta is friendly, safe and unique, and that the majority of respondents were influenced by family and friends. For the majority of the respondents their perception of Malta changed positively, although some respondents gave negative comments about the locals, the infrastructure, and other issues. It was discovered that the destination image of Malta is cognitive, meaning that for tourists sampled, Malta does not evoke any particular feeling or emotion. On the other hand, the images given by the outbound tourist can be considered as both cognitive and affective. With regards to the outbound tourists, it was also discovered that the atmosphere at the destination visited was friendly and unique. Moreover, the outbound tourists were also influenced greatly by family and friends. It can thus be concluded that travellers rely very much on word of mouth, implying that a destin