Malta outbound tourism : choice criteria when selecting Sicily

Abstract

This research is meant to delve into one of the most dynamic regional tourism flows, namely the Malta outbound tourism to Sicily. The relevance of such a study is evident when considering the large tourist flows of locals travelling to Sicily due to a variety of reasons. The study is intended to determine the major choice criteria which influence the destination preference by the local travellers specifically for Sicily. By means of an elicitation process, this is initiated through a thorough review of the literature on the choice criteria, being followed by the use of sequential multi-method research tools. Using both qualitative interviews and quantitative surveys, this has enabled the researcher to conduct an investigation of both the demand- and supply-side perspectives. This process contributed to highlighting and validating a number of meaningful choice criteria, being methodologically complemented with a triangulation process by means of a literature review, interviews, and surveys. In addition, this research was further enriched by recognising two additional choice criteria, previously ignored, as being significantly influential in shaping the local tourism demand for Sicily, these being gastronomy and skiing. In conclusion, this research gives an insightful understanding of the Malta outbound tourism market to Sicily even in terms of tourist attitudes and satisfaction level, posing the base for conducting further studies and market research to be mutually beneficial for the two islands.