Managing cultural heritage tourism sustainably : current changes and challenges in Gozo’s cultural heritage offer

Abstract

The aim of this research is to identify the key factors and forces that are currently transforming the cultural heritage tourism sector in Gozo, and to assess the long-term sustainability of Gozitan cultural heritage sites. A number of sites that have recently benefited through European Union Structural Funds are examined. The research helps to address the problem of limited literature that considers the sustainability of cultural heritage sites in Gozo. A critical theory research philosophy is adopted for this mixed methods research study. Three case studies were analysed, namely the Citadel, Ta’ Pinu National Shrine Complex and the Ġgantija Temples. These case studies have in recent years managed to tap structural funds through the ERDF programme. The research findings were analysed using the model created by Miles and Huberman (1994). Primary data collected from managers of cultural heritage sites, policy makers and tourism operators were compared and contrasted with cost benefit analyses of the chosen case studies, the Citadel’s Master Plan, past surveys and other statistical data. Numerous themes emerged that may promote cultural heritage sustainability, such as the fact that Gozo holds distinct characteristics from Malta, or that Structural Funds have helped to enhance the tourist experience. A number of weaknesses were also identified, such as the absence of a holistic vision for Gozo, or the way Structural Funds may themselves create new challenges for the sites’ economic sustainability. Recommendations on how to overcome these barriers are proposed, and include protecting the environment, promoting Gozo in shoulder months, improving talent management, and performing further research on carrying capacities of popular and sensitive attractions. It is argued that standing still is not an option, and that a holistic vision for Gozo, as well as synergies with key stakeholders, are required to ensure that the irreplaceable resources that characterise Gozo as a distinct island are protected and maintained for the enjoyment of present and future generations.