Moving from a quantity based tourism industry to a one which is more quality oriented : a critical analysis of MTAs marketing strategy

Abstract

The tourism industry is very dynamic. Changing environments at a micro and macro level, urge tourist destinations to change their modus operandi so as to remain competitive. The development of modern tourism was characterized by mass tourism, but in the past decade, sustainability issues become predominant, forcing the tourism industry to adopt more quality oriented practices. The transition towards a quality based tourism industry requires a holistic approach, which can be targeted through an effective policy framework. This research aims to provide an overview of the significant role of Government through the Malta Tourism Authority in this transition, and consequently establish the rationale followed by the Authority in the implementation of specific policies and strategies. Following a historical analysis of Malta's tourism industry and the analysis of the Tourism Policy 2007-2011, a set of semi-structured interviews with MTA personnel responsible of the marketing department were undertaken. The main findings demonstrate that the MTA aims to reach this objective by adopting a strategy of market segmentation, and product diversification. In so doing issues of seasonality, product development, and the re-positioning of Malta will be addressed. The main implication of the research is that in spite of the fact that the quality element gained stronger grounds, the aspect of volume will always prevail.