The customer behaviour and satisfaction levels in a destination wedding in Malta

Abstract

This long essay sets out to explore pre-wedding decisions and post-wedding experiences at destination weddings in Malta. The research objectives are to study customer behaviour and to evaluate their satisfaction levels after the wedding experience. This unique research fills the gap by portraying the consumer side of destination weddings in Malta. The research takes the form of a qualitative study in which surveys were used as a data-gathering tool. These electronic surveys were directly aimed at foreign couples who have had their wedding in Malta. With the help of wedding planners and social media platforms, the researcher obtained a sample of 76 responses. Thematic analysis was used to code vertical and horizontal findings in each questionnaire. With the help of raw data and supplementary readings, the research methods were validated and then analysed. The analyses conducted during this study obtained invaluable insights about the motivational characteristics and the level of contentment from the participants. The results indicated fulfilment in relation to specific motives, age and gender. These results were then strengthened with secondary data obtained from desk research. The study concludes that participants were overall satisfied with the product they received in Malta. Nevertheless, issues in the delivery of service were noticed, which led to affect the overall rating of satisfaction in Malta as a wedding destination. Therefore, the researcher recommends that with the sustainable use of consumer feedback, wedding suppliers can improve their services, increasing the demand for Malta as a leading wedding tourism destination.