The marketing of cultural experiences : Malta's potential contribution

Abstract

The research studies the marketing of Malta's cultural experiences and its potential for further growth. Culture represents an invaluable asset to the Maltese islands, which together with cultural experiences can successfully strengthen the development of Malta's brand image. By means of a face-to-face administered questionnaire, a random sample of 100 tourists was asked to describe their cultural experience together with their appreciation for the Maltese culture along with their feedback. Moreover, a qualitative approach was undertaken by means of a face-to-face interview which allowed for further analysis into the research topic. By means of the questionnaire results, it is suggested that the guests' appreciation for the Maltese culture was only to a certain extent as they felt they were not fully immersed in Malta's authentic culture. Moreover, a mere half of the respondents sustained that the activities experienced granted them a feeling of Malta's culture. Thus, it is evident that further potential exists in enhancing the guests' authentic experience. It is vital to keep note that the study was carried out during the shoulder months of November, December and January. Further developing the off-peak season is imperative for Malta's tourism industry so as to continue reducing the issue of seasonality. The results of both the quantitative and iii qualitative approach are deemed essential in today's tourism, travel and hospitality industry as the perceptions obtained from such cultural experiences influence the uniqueness of Malta's distinctive image. Thus, the study offers the researcher's recommendations to the stakeholders of the industry.