An exploratory study : sport tourism for seniors in Malta

Abstract

Senior tourists are living a healthier, more active lifestyle. They are moving away from the mass tourism product and are in search of more valuable experiences through niche market tourism. This research aims to identify whether Malta has the potential to attract senior tourists over the age of 55 for Sport Tourism purposes. This research will also determine this market’s preferred sport disciplines, whether Malta has facilities and activities which are suitable for older tourists and if such tourists would be willing to visit Malta specifically for Sport Tourism purposes. The first chapter explains the rationale behind why this subject was chosen and clearly identifies the main research question which shall be studied throughout the course of this study, that is: Does Malta have the potential to attract seniors, over the age of 55 for Sport Tourism purposes? The secondary objectives are also brought forward. The Literature Review is a secondary research study where definitions of Sport and Sport Tourism as well as Sport Tourism Framework are expounded. This chapter also determines certain European perspectives which are present in promoting Sport Tourism for seniors abroad, while a local study was done on what Malta currently offers in terms of sport activities, disciplines and facilities. For the purpose of this research, the triangulation method was used in order to get more specific results. The three primary research methods used were qualitative methods namely: structured interviews, semi-structured interviews and observation. Entities from both the demand side - senior tourists; and the supply side - professionals in the sports field were interviewed. Facilities in Malta were also observed while in operation. Next an analysis of the main findings was done and communicated through four themes, namely: The Main Sport Activities Available in Malta for Seniors, Facilities, Accessibility and Seniors’ Interest in Sports. The last and final chapter concludes this study through conveying various recommendations which can be implemented in Malta in order to further strengthen this already existing niche market.