Attracting tourists from Finland : a focused study of the perceptions Finnish tourists have of the service and attractions of Malta

Abstract

This research was set out to find out the perceptions Finnish tourists have about the services and attractions in Malta and find out the Finnish market’s importance and future for Malta. Three objectives were set for this research: first to understand the strengths and weaknesses of the Finnish tourism market, second to see the market´s importance for Malta’s tourism and third to understand their expectations and perceptions regarding the service and attraction quality while on holiday in Malta. The research method chosen for this long essay was qualitative. 14 semi structured interviews were set up with Finnish and Maltese tourism experts familiar with the topic.

This research had various key findings. The Finnish market’s seasonal travel was seen as a characteristic of strength whereas the economic turndown of the country was seen as a characteristic of weakness. When Finns come for a holiday in Malta they are looking for new experiences that they couldn’t have in their home country. They have perceived Malta’s service and attraction quality positively, however, in the future the market will get more demanding. Finnish tourists are seen important for the growth of Malta’s tourism. The future of the market is dependent on the direct flights. These findings suggest that Finland is a market worth attracting to Malta.

The conclusion reached was that if enough attention is paid to the needs and requirements of the Finnish tourists the market will grow rapidly. Finns being more demanding in the future can push Malta to improve the service quality offered in the tourism and hospitality industry. The findings of this research can be useful for the stakeholders and tourism organizations working with the market of the Finnish tourism in Malta since they offer more in-depth information about their generic preferences and requirements for a holiday in Malta.