An analysis of the British tourists' motivations : a comparison between the package and the independent visitor

Abstract

This study attempts to analyse the concepts of motivation and travel choices and the presence of any form of relationship and differences between them. The research will be carried out with a direct focus on the British tourism market in Malta, which has always been a strong market for the Maltese Tourism economy. The research approach employs a qualitative paradigm. It consists of a total of thirty semi-structured interviews, consisting of eleven questions addressed to a sample of British tourists. Such interviews were held in five hotels in the centre and north of Malta. According to this project, the motivational aspects can be divided into a total of five 'push' and five 'pull' factors. It emerged that each of these factors influenced, to various degrees, the tourist's decision to come to Malta. Regarding the main choice of travel, package travel emerged as being the most preferred type of arrangement. These findings show that factors such as climate and other people's recommendations are considered important by British tourists. Travel choices suggest that package travel also remains a popular form of arrangement for them during the April period when the study was undertaken. ii Some form of relationship between motivation and travel choice seems to exist. Such a relationship implies that these factors should be seen as being mutually exclusive. In this way a clearer understanding and knowledge of the British tourism market is created. This knowledge can, in future, help to develop more accurate marketing programmes and packages aimed at the British market.