Why Malta? : Malta cruise tourism and the visitor's perspective

Abstract

Research regarding cruise visitors' perspective and on land experiences at a single port destination, especially relating to the Mediterranean ports, is very limited. Official research on local cruise passenger traffic provides solely statistical information and very little other information about cruise line visitors. This study is innovative as it views cruise tourism in Malta by taking the cruise visitor's perspective. It intends to create a deeper understanding of whether a short visit to the Maltese Islands motivated cruise line visitors into becoming potential stay-over tourists. Aspects analysed relate to: motives for disembarkation, onshore activities conducted, differences encountered locally when compared to other ports visited, onshore satisfaction, and intentions of future return visits. Respondents were first-time visitors to Malta, and were selected through a process of random sampling. A semi-structured questionnaire designed for the research retrieved both quantitative and qualitative data. The complimentary approach to the inquiry yielded statistical data, whilst the qualitative data brought forth the 'experiential' aspect of the onshore visit. Qualitative responses were further analysed through a method of content analysis, as data was converted into statistical information. Overall findings reveal that motivations of return visits had increased after the short onshore experience. Yet on the other hand, results also reveal low satisfaction levels in areas relating to: pollution and certain onshore services rendered. Findings from the research may act as indicators that point towards ways of enhancing the onshore experience, and ways of improving the quality of the product. Recommendations for further research in the field are also made.