From the Azure Window to Wied il-Mielah : conceptualising the experience through a service operations management perspective

Abstract

Purpose: Following the disappearance of the iconic Azure Window at the Dwejra area, attention turned to a then unknown aperture at Wied il-Mielaħ. The scope of this applied research project is to identify as to what extent such a replication can be effective and if in the affirmative what needs to be done in such a way that the aperture at Wied ilMielaħ offers the same servicescape experience to those visiting the area.

Design: A qualitative stance to research was adopted. Through a set of interviews with the major stakeholders and decision takers involved, the necessary research data was collected. Applying the norms of doing qualitative research and in the main adhering to the notion that the research is driven by analysis, a thematic analysis eventually evolved.

Findings: The Azure Window represented ‘a sense of belonging’. However, there is much more to the Dwejra area than the now defunct window. Indeed, its disappearance was a wakeup call to address the ongoing damage being inflicted through the unwarranted footprint. Hence, any servicescape replication at Wied il-Mielaħ has to ensure that no damage to its natural beauty is inflicted by increased visitors and that in the process the lessons learnt from what happened at the Dwejra area serve as a beacon to get any replication right this time round.

Conclusion: In summing up, it is evident that all those concerned are adamant that the Wied il-Mielaħ aperture should continue to be enjoyed ‘as it is’. Indeed, one major issue is the degree of accessibility and given that the Wied il-Mielaħ aperture is at the end of an important valley, access has to be intelligently controlled. This applied research project offers a number of recommendations addressing this concern.

Value: This applied research project addresses a current issue and utilises empirical data to address a main concern and attempting to understand how those involved process that main concern.