Cruise passengers’ travel motivations and behaviour at an island destination : Malta

Abstract

Research regarding cruise visitors’ onshore experience and travel behaviour at a port destination is limited. Official research on local cruise passenger traffic only provides limited statistical information on cruise liner tourists. This study looks at cruise liner tourism in Malta by analysing the cruise tourists’ behaviour and perspective during their brief stay. Moreover, this study aims to create a deeper understanding behind cruise liner visitors’ motivation and travel behaviour. The analysed aspects relate to: onshore excursions and activities, time constraints, types of transport used and onshore levels of satisfaction. Respondents were selected through a process of random sampling. A travel diary designed for the research retrieved significant information which revealed the rationale behind cruise liner tourists’ chosen itineraries correlated with time and transport mode. On the other hand, results also reveal low satisfaction levels in areas relating to the reliability of public transport. Findings from the research may act as indicators that point towards ways of improving the onshore experience. Recommendations for further research in the field are also made.