Scuba diving industry as a niche market and a destination stimulus : case study of Malta

Abstract

Tourism activities are integrated with everyone’s life today. People travel, explore new destinations and activities with it. It greatly benefits countries’ economies, which bring opportunities for further developments. Every visitor has unique needs that have to be accommodated in order to bring sense of satisfaction. Therefore, destinations renovate by using physical resources, among others, and distribute new kinds of products and services. Niche markets allow tourists to fulfil their travel needs by experiencing new activities. Maltese Islands are situated in the Mediterranean Sea that presents the destination with warm climates, Mediterranean cuisine, good accessibility and more. One of the biggest advantages this destination has is the sea, surrounding the island. It permits Malta with new sets of activities as scuba diving, for instance. Being one of the escalating niche markets in the world, it has its own base of followers and enthusiasts. Malta having so many great benefits allows for not only current catering of this service to those who are interested, but also future improvements. The objective of this paper is to establish whether diving industry is, in fact, can be considered a well-established niche market in Malta by presenting primary research’s results, that can be found in “Data Analysis” section in “Appendix”.