The potential of Malta as a cruise home port given the changing aviation scenario

Abstract

This research will focus mainly on the cruise home port industry with special reference to Malta and also to the aviation scenario. The main aim is to demonstrate whether Malta has the potential to start operating as a cruise home port, by taking into consideration the current aviation scene. To do so, a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) will be undertaken so as to identify the current advantages and also the problems that Malta has to overcome in order to become a successful homeport. The dissertation will also include interviews with a number of tourism stakeholders that are involved in both the cruise and the airline industry. A 3D gap analysis will follow in order to compare the answers given by these stakeholders. In addition, the airline industry and in particular Low Cost Carriers will also be analysed in relation to the cruise industry to see whether it will hinder or improve the possibility of Malta becoming a cruise homeport. An assessment of the impacts and of the present recession will be done in order to observe the major problems the cruise industry is facing and see whether this can prevent Malta to start operating as a cruise homeport.