An analysis of marketing communication strategy used in promoting Gozo as a distinct destination from Malta

Abstract

The heavy competition within the tourism industry has made it necessary for organisations to focus more on marketing communications. The study focuses on the marketing communication strategy adopted by the three entities that market and promote Gozo as a distinct destination from Malta, namely, the Malta Tourism Authority (MTA), the Gozo Tourism Association (GTA) and the Department of Tourism and Economic Development (DTED) within the Ministry for Gozo. The research carried out during this study consisted of Exploratory Research. This was done through the use of in-depth interviews. These interviews helped to determine the marketing communication strategy adopted by the entities. Secondary data was also used to analyse existent literature about tourism in Gozo. The results reveal several interesting findings. Both the MTA and the DTED are responsible for the whole marketing communication strategy while the GTA is more of a lobby group making proposals and suggestions. It was also found that the marketing communication strategy is successful since the three entities work together to create a single message which varies only according to the language, country, culture and strength of the brand image of the target audience. The choice of marketing communication channels is mainly influenced by the target audience. The study ends by putting forward recommendations on how these entities can improve their marketing communication strategy and thus develop an even more effective promotion of Gozo. Recommendations include the idea that the three entities should form a committee that specifically markets and promotes Gozo as a distinct destination; to increase the promotion of Gozo as a winter holiday destination; to market niches for the winter months; to promote the island through channels that have proven to be effective, such as the Internet; and to create a database to be used for future advertising.