The public transport reform in Malta : its impact on tourist experience

Abstract

'The mode of transport tourists choose can often form an integral part of their journeys and experiences' (Page, 2009). Dickinson (2006) explains that governments are enticing tourists to use public transport as an alternative to private cars and as an experience within itself. The ultimate objective of the local public transport reform is to have a modal shift, especially when the latest National Household Travel Survey showed that only 15% of the Maltese population use public transport. Meanwhile, tourists using the local transport have enjoyed their ride on the old yellow buses marketed as the 'Malta Bus'. This activity was seen as part of the experience and repeat tourists look forward to travel again on this mode of transport. Therefore, this dissertation aims to identify whether the public transport reform, expected to commence on July 3rd 2011, will have an impact the tourist segment in Malta. The primary objective is to determine how tourists' experience and satisfaction levels will be affected by the restructuring of the local bus public transport. Will they perceive the reform as a must? Or will they oppose the transformation of the present 'Malta Bus' system? The study also aims to examine how much tourists are willing to pay for an improved public transport. Ultimately, will tourists (Non-Maltese I.D. Holders) still opt to use public transport if they knew they were being charged a higher price when compared to Maltese I.D. Holders? For this investigation a sequential mixed methodology was used, having a quantitative survey followed by a qualitative research method. An amalgamation of questionnaire surveys and in-depth interviews were employed. The findings generated a contradiction of ideas. While tourists believe that a reform in Malta's public transport is not important, stakeholders asserted that it is vital for the development of the country and beneficial for locals and tourists alike.