Is the Asian market the future of the EFL schools in Malta?

Abstract

The purpose of this dissertation is to give indications on marketing decisions to be taken by English language schools in Malta, vis-à-vis the role of Asian markets (China, Japan and South Korea) in the future. Reports on language travel will aid to the development of research questions and literature on marketing for educational services is discussed together with factors affecting student choices. The main part of the research will be through interviews carried out among ten schools as well as government entities and students. Results will demonstrate that English language schools in Malta see the Asian market as a great opportunity for their future, but will not consider it as a main source market for their operations. This study suffers from a time lag between statistics utilised and primary data collected, as most tourism studies do. The findings are a vague attempt at giving indications on future decision-making trends among English language schools in Malta. Further research can be carried out on the feasibility to opening up to such markets so that better marketing decisions can be taken. Schools might not be interested in considering Asia as a main source market, but cooperation should still take place between the State and the ELT industry on the promotional front, and on visa issues in particular. The current economic boom in China and rise in demand for language travel from Asian-pacific countries has generated particular interest for the English language teaching industry. This study investigates the schools' future intensions given such a situation.