Identify how the introduction of low cost airlines contributes or contradicts to branding Malta as a quality destination

Abstract

This paper explores Malta's current marketing position in the tourism industry in relation to the introduction of low cost airlines. The main segment of marketing that is explored in this paper is the branding strategy undertaken by Malta in recent years along side the effort in improving the quality of the Maltese tourism product. Further to this, the paper also analyses the effect on Malta of low cost airlines. These factors are then brought together in order to assess the possible impact and relatedness such separate issues may or may not have one each other. Keywords: Malta; market position, branding, tourism industry, low cost airlines, quality tourism.