Food tourism : how do food festivals around Malta effect tourism in various towns and villages

Abstract

The purpose of this dissertation is to understand how food festivals help to increase the tourism demand in towns and villages across Malta. The literature analysed in the dissertation describes the general concept of food tourism and delves into food festivals, their features and importance. Food festivals are planned and organised events that express the local culture and cuisine of a destination. They give the tourist an opportunity to experience the heritage of the town or village, whilst interacting with the local community. When all the stakeholders involved in the planning work together towards a common aim, customer satisfaction and loyalty is easily achievable. Small towns and villages can position themselves into a competitive set for tourists through these festivals, by creating a strong and unique place brand, that is recognised by many. The study seeks to get a better understanding of the opinion of food festivals, from the general public and tourists. It also investigates the measures that are being taken by the stakeholders of such events, to increase tourist numbers. From the study of responses, it is clear to say that Malta’s food festival market has great potential. The stakeholders are taking various actions to create a sense of place brand and identity in the town or village, whilst also trying to attract tourists and create visitor loyalty.