Expectations vs reality : leisure tourism within the context of the Maltese islands

Abstract

Leisure tourism is the keystone to the sustainable development and growth of the Maltese economy. It is vital that in order to ensure repeated leisure tourists on a year-round basis, that guest expectations confirm to the reality of the authentic tourist experience. This pioneering research, entitled ‘Expectations vs Reality: Leisure Tourism within the Context of The Maltese Islands’, seeks to address three research questions being the manner tourist perceive the image of a destination in particular towards leisure tourism in the Maltese Islands. A further research question is the exploration which determines the tourist perceptions specifically as regards the image of a destination, in this case the Maltese Archipelago. On a third level, the research question assessed the degree the comprehensive experience of the tourist confirmed the image developed prior to their arrival to the Maltese Islands. As part of the research methodology, a qualitative approach was adopted whereby the researcher capitalised on semi-structured interviews. After the analysis of the research outcomes, compared within the broader context of the literature review findings, the concluding chapter encapsulates the research objectives presented in the initial chapter. Image perceptions on the part of the respondent’s range from positive, negative to undecided. As regards the set of factors which impact tourist perceptions and responses, these ranged from personal interest, environmental issues, safety and word of mouth publicity. The holistic experience of the tourists conformed with their initial image prior to their arrival to Malta. The research took into account the past travelling experiences of guests and their backgrounds in online media. It is intended that this research serves as a platform for further studies, as highlighted in the concluding chapter.