Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/73595
Title: The brand perception of the Maltese islands as a scuba diving location
Authors: Silvio, Hannah (2020)
Keywords: Tourism -- Malta
Scuba diving -- Malta
Market segmentation -- Malta
Marketing -- Malta -- Psychological aspects
Branding (Marketing) -- Malta
Issue Date: 2020
Citation: Silvio, H. (2020). The brand perception of the Maltese islands as a scuba diving location (Master's dissertation).
Abstract: The most dominant factors in relation to the concept of tourism are leisure, entertainment, hospitality as well as recreation (Tribe, 2009). Although such determinants are all related to tourism, researchers have not come to an exact agreement of what the term ‘tourism’ means and what it entails. On these grounds, the World Tourism Organization, otherwise known as the UNTWO has provided the following definition: “activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.” (UNWTO, 2002) Thus, in elementary words, tourism, is considered to be an activity that is interspersed with everyone’s life, as everyone seeks to explore and enjoy an environment that is different than what they are used to. On the same note, each and every visitor has a different set of needs and so the host country tries its best to meet the needs of the visitor, so as to provide the ultimate tourist experience. Destinations try their best to allocate a set of resources; tangible and intangible, to satisfy the specific needs of the tourist; what is known as niche tourism in the travel industry. The Maltese Islands, positioned strategically in the heart of the Mediterranean, enjoy a warm climate as well as great accessibility, which in turn allow Malta to provide a set of activities, such as scuba diving to the locals, as well as visitors. Divers have the option to choose from a series of diving destinations from all over the world, with one of these destinations being the Maltese Islands. That being said, although scuba diving attracts a large number of tourists every year to the Maltese Islands, and despite the fact that the Maltese Islands are amongst the most well-known diving sites across the world, the diving industry within the Maltese Islands is still not as popular as one would think (Castelain, 2006) The objectives of this research, therefore, is focused on the perception of tourists on Malta as a scuba diving location as well as the factors that make the Maltese Islands unique when it comes to this specific niche market.
Description: M.SC.STRATEGIC MANGT.&MARKETING
URI: https://www.um.edu.mt/library/oar/handle/123456789/73595
Appears in Collections:Dissertations - FacEma - 2020
Dissertations - FacEMAMar - 2020

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