The influence of Malta-filmed productions on tourists’ selection of Malta as a destination

Abstract

The reasons which motivate tourists to select a destination are various and marketers are constantly trying to identify the different reasons which influence tourist decision making so that they can refine marketing messages with greater effectiveness.

Destinations are also constantly trying to feature innovative offers aimed at satisfying the needs of an increasingly segmented tourism market in which individualism and the need for hands on experiences are becoming increasingly in demand.

Film tourism is one such emerging segment which is recognised by increasing numbers of destinations as being both a motivator influencing destination choice and also a tourism product which enhances the visitor experience in the destination.

This long essay has been based on a thorough review of international and local publications, statements and conferences on the basis of which the importance of film-tourism has been established. It has also attempted to build a picture of the current situation prevailing in Malta through a mix of qualitative and quantitative research exercises aimed at obtaining information and opinions on the current state and future potential of the local sector and how familiar a sample of visitors staying in a range of five, four and three star hotels during Spring 2018 are with Malta’s fame as a filming location both in terms of association with films and also with filming locations.

The conclusions forthcoming from this long essay are based on the combination of literature review and original research carried out specifically for this exercise and aim to provide suggestions and recommendations for the subject’s continuing development by combining foreign experiences with local realities.