How the tourism sector in Malta is catering for the growing number of Chinese and Japanese tourists

Abstract

This research study strives to illustrate how Malta is catering for Japanese and Chinese tourists. It investigates how tourism stakeholders are currently dealing with these growing niche markets and aims to achieve a better insight on what can be done better. Primarily, this study looks at the factors affecting Japanese and Chinese consumers’ behaviours and decisions. It examines the factors that motivate them to make a purchase decision and strives to achieve a thorough understanding of these markets. An assortment of both quantitative and qualitative data was collected in this study, focusing predominantly on the latter. Qualitative data was collected in order to gather opinions and evaluations, while quantitative data was collected to gather numeric information, focusing mainly on statistical results. In this way, reliable data and information was attained, from which recommendations and implications were established. Furthermore, the study looks into the differences between Chinese and Japanese tourists’ perceptions of destinations and what they expect when travelling. The research findings support the key argument of this study, that Malta should strive to acquire more knowledge about the markets concerned, while focusing on honest digital marketing and promotional efforts. The results imply that, keeping up with the ever-changing marketing landscape is crucial in today’s world. This study also offers an insight on the strengths, weaknesses, opportunities and threats of Malta as a travel destination, in relation to Chinese and Japanese travellers. The findings suggest that offering an innovative tourism product, while ensuring optimal service is the main challenge. Findings express the importance of capitalising on Malta’s natural and historical heritage, while controlling the issues of over tourism and over-urbanization.