Urban heritage and cultural tourism development: a case study of Valletta’s role in Malta’s tourism

ABSTRACT

Despite significant potential for cultural tourism, the predominant form of tourism in Malta is sun and sea. This paper evaluates Malta’s potential for cultural tourism with a focus on Valletta, a fortified historic city that overlooks the Grand Harbour. Valletta’s rich urban heritage and historic narrative makes it ideal for the development of a more culture-oriented tourism. The paper explores how, over more than half a century of tourism activity in Malta, culture and heritage retained a secondary role. Since the mid-nineties, Malta’s tourism policy shifted with culture and heritage being given greater importance, even if the sun and sea tourism remained a priority. Public and private investment brought about changes in Valletta that made it more amenable to cultural activity and tourism. Although European Capital of Culture Valletta 2018 provides new opportunities for cultural tourism to Malta, it is unclear whether this will bring a lasting legacy for Malta’s tourism. This Valletta case study shows that, for destinations with an established form of tourism, the development of cultural tourism meets with difficulties, in spite the presence of a rich urban heritage.     

Examining the ‘relative image’ of tourism destinations: a case study

Many traditional destination image studies employ a non-comparative assessment approach. This study, however, suggests defining and measuring destination image in a comparative manner (termed ‘relative image’) for the purpose of destination positioning. Using a case study on American leisure travellers’ image of Mainland China, the author proposes and demonstrates the utility of a multi-step procedure of relative image assessment. The author concludes that by utilising competing destinations as a reference frame and replicating tourists’ actual decision-making process, relative image assessment may generate more relevant information and insights for destination marketers.     

The ‘Blogosphere’ as a platform for interpretative phenomenological analysis: the case of TEFL tourism

The use of the Internet is becoming increasingly integral to the day-to-day operations of society, facilitating an interconnected and globalised world, where geographic barriers are no longer a defining criteria for communication. This opens the researcher up to a realm of research opportunities, which to-date have been under-exploited. This paper contributes to the wider body of literature addressing the concept of Online research, demonstrating in practice how it can be utilised in the context of interpretative phenomenological analysis. It is argued that netnography is akin to interpretative phenomenological analysis (IPA) in that it accounts for an individual’s personal perception or account of an event or state, as opposed to attempting to produce an objective record. This paper outlines how blog analysis can be utilised in the context of IPA, demonstrating how this worked in practice during the initial exploratory research phase of the teaching English as a foreign language tourism phenomenon.     

Analyzing the spatial–temporal evolution of a gateway’s hinterland: A case study of Shanghai,China

This paper analyzes the spatial–temporal evolution of the attractiveness of a country’s gateway for its international trade, using Shanghai as an example. The attractiveness is regressed on the transportation facilities and geographical conditions. Seaport development is found to have a major positive impact, followed by inland waterway, highway, and airport development. These positive impacts decrease with the need for highway haulage and with the distance from Shanghai—showing an inverse U-shape distribution. Rail appears to have a U-shape distribution, implying a low application of multimodal transportation. A geographical pattern for the impacts of different transportation modes is delineated.     

Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions

The aim of this study is to examine the status and images of certain islands based on specific tourism activities. A total of 385 valid samples were obtained from tourists at the islands' main transportation facilities. The results are as follows: (1) different island destinations are promoted differently, which significantly affects the perceptions of tourists. (2) Tourists' familiarity with various tourism activities and the rate of participation in these activities vary significantly between the islands; in addition, tourists display greater familiarity with beach/water activities and participate in these activities in higher proportions. (3) Greater consistency in the matching of island destinations with tourism activities helps produce a co-branding effect, which positively affects tourists' perception of these destinations. From a co-branding perspective, this study demonstrates that the empirical market positioning of island destinations must be consistent with the tourism activities that are possible to produce an optimal experience for the tourists. This comparison of different islands explains why the development of island tourism on such locations should involve the provision of information on rankings and tourism activities.     

Implications for CARICOM member states in the search for a ‘liberally controlled’ air transport market: The case of regional tourism to Barbados

This study presents an analysis of the state of aviation liberalisation in CARICOM (Caribbean Community) and its implications for regional tourism to Barbados as a member state in CARICOM. The evidence shows that improvements to the regulatory aviation environment in CARICOM would aid improvements in intra-regional tourism. Given the benefits that have been obtained globally, previous studies have been deductive and analysed the benefits of a less restrictive aviation environment in the region. However, the inductive approach of this study reveals that before there can be a successful attempt at any such liberalism in CARICOM, there are pre-existing constraining factors which must be addressed since they will hinder the effectiveness of any such policy. The study therefore proposes that the effectiveness of the existing regional multilateral agreement is hindered by political interference, not only in the overall context of aviation bureaucracy, but also in the business operations of the regional carriers.     

Disentangling the tourism sector’s fragmentation: a hands-on coding/post-coding guide for interview and policy document analysis in tourism†

Qualitative tourism research is inevitably multidimensional. The fragmentation of the tourism sector across policy domains, scales, space and stakeholders leads to ‘blurry’ and aggregated datasets. Yet, tourism studies have a weak record in describing how results emanate from raw qualitative data. This paper presents a coding/post-coding scheme that proved robust in disentangling multidimensional tourism datasets in a middle-range research project that necessitated reflecting on the position of the researcher and the literature study during the data analysis. It describes the pragmatic decisions taken to organise the qualitative data from a research project on cross-border tourism and regional development processes. The paper also functions as a reflexive account of how this scheme came into existence. It contributes to the tools available to practically acknowledge the fragmentation of the tourism sector and the resulting multidimensional qualitative data, and calls for a more open accounting of the data analysis process and the underlying research values in tourism studies.     

Residents’ perceptions of tourism development – implications for small economies business: the case study of Ali Sadr,Iran

Ali Sadr Cave is the world's largest water cave and is a protected national heritage of Iran. This paper examines the residents’ perceptions of tourism development. In total, 250 residents of Ali Sadr village were interviewed. To improve the economic outcomes of the exchange between individuals from various cultural backgrounds, it is important to resolve the conflicts between residents and international tourists. In the management of tourism in the region, the local people who strongly support tourism development are not involved much. This paper concludes with recommendations for tourism managers to improve the economic outcomes of local people through tourism development.     

Moving beyond tourists’ concepts of authenticity: place-based tourism differentiation within rural zones of Chilean Patagonia

This paper explores the potential for rural and remote zones of emergent destinations to base their tourism development on endogenous resources and place-based differentiation through analysis of a two-phase case study within the geographic zone known as Patagonia. The first phase of the research explored independent tourism consumption within a new independent travel circuit designed to integrate rural zones of the Aysén Region of Chile with adjacent tourism zones in the Santa Cruz Province of Argentina, including the iconic Mount Fitz Roy and the town of El Chalten. This phase sought to understand perceptions and preferences relating to authenticity. Results highlighted differences between host and guest concepts of welcomeness; which, negatively impacted consumption in the rural Chilean zones of the circuit. The second phase explored local service provider perspectives within these zones, surfacing place-based customs and practices that; while authentic, were not recognized, understood, or valued by the visitors who participated in phase one. Discussion proposes that subtle aspects of local cultures, such as those identified by the current study, represent unrecognized endogenous assets that can be leveraged within differentiation strategies for place-based development, thus providing emergent destinations with alternatives to place-neutral strategies, like commodification and standardization.     

‘Personal memory tourism’ and a wider exploration of the tourism−memory nexus

This paper investigates the varied intersections between tourism and memory. It begins with a brief consideration of the parallel developments between the emergence of the ‘memory boom’ and that of the ‘tourism boom’, as well as the academic fields of memory studies and tourism studies, respectively. Memory is a crucial factor in choosing a destination; it impacts on the tourist experience at the destination and on the sharing of the experience with others after the trip, notably through narration, photography, and memory objects, such as souvenirs. Both memory and tourism rely on media and representation and on audience and consumption; both are allied with processes of identity formation. It is argued that tourism drives the memory boom as much as memory drives tourism. Bartoletti's [(2010). “Memory tourism” and the commodification of Nostalgia. In P. Burns, C. Palmer, & J.-A. Lester (Eds.), Tourism and visual culture (pp. 23–42), Vol. 1. Wallingford: CABI] conceptualization of ‘memory tourism’ as overlapping but distinct from ‘heritage tourism’ and Timothy's [(1997). Tourism and the personal heritage experience. Annals of Tourism Research, 24(3), 751–754] concept of ‘personal heritage tourism’ are discussed as foundations for what is then defined as ‘personal memory tourism’. The latter revolves around travel associated with personal memories – not only the revisiting of places associated with happy memories, but also the return to sites of personal trauma and suffering in a quest for healing.     

Shining light on the darkness. Placing tourists within North Korean tourism. Comment on: Desiring the dark: ‘A taste for the unusual’ in North Korean tourism?

Few studies exist of tourism in North Korea. Many passing references to tourism have been distanced from actual tourists. Visiting North Korea is a form of moral political tourism that has no relationship to dark tourism or fantasy, but represents tourist interest in seeking to discover a ‘real’ North Korea that is distinct from hegemonic political narratives from outside or inside the country. Tourism is associated with the need to evaluate and reconsider political orthodoxies and ideologies, and discover an everyday environment.     

Aviation’s inclusion in international climate policy regimes: Implications for the Caribbean tourism industry

Nations with tourism dependant economies are becoming increasingly concerned about the inclusion of aviation in greenhouse gas mitigation policy for international bunker fuels and more recently adaptation policy proposals. The central concern is that such policies will increase the cost of traveling by air, therefore reducing visitor arrivals to long-haul, tourism-dependent destinations, often small island developing states. This study used a tourism arrivals model to examine the implications of currently proposed climate policies for the world’s most tourism dependant region – the Caribbean. Results indicate that under current proposals for both mitigation and adaptation focused climate policy, reductions in tourist arrivals from the major markets of Europe and North America would be negligible versus business as usual growth projections Only under the most stringent mitigation policy scenario. Which may portend a post-2020 policy regime, is a significant decrease in tourist arrivals predicted. Of the climate policies assessed, the adaptation policy had the potential to provide greater economic benefits to the Caribbean region.     

Teasing the boundaries of ‘volunteer tourism’: local NGOs looking for global workforce

Ongoing scholarly discussions on international volunteer tourism focus primarily on volunteer tourists as subjects and local communities as their near-static objects. This ethnographic study reverses that focus. Five developmental Non-Governmental Organizations (NGOs) are explored as active agents that see tourists and travellers as a resource and a free workforce in Dharamsala's Tibetan diaspora settlement in India. These NGOs have found a unique way of increasing the volume of volunteer tourism by offering tourists and travellers accessible volunteering opportunities on the spot, particularly as English-language tutors for Tibetan newcomers. Tourists and travellers in Dharamsala are backpacker oriented and usually interested in Tibetan culture, representing a perfect target group for NGOs offering them meaningful encounters with Tibetans. This study aims to broaden the scope of scholarly discussion and conceptualization of volunteer tourism. It provides an example of how volunteer tourism could become an increasingly effective tool for NGOs in the Global South, in an increasingly equitable manner. It also demonstrates how the method found by the Tibetan NGOs contests the current critique of commodification in volunteer tourism. Within volunteer tourism, true empowerment of local communities can only occur when the locals are in control and able to set their own goals.     

Tourism: a sacred journey? The case of ashram tourism,India

Religious tourism — tourism that is motivated by faith or religious reasons — has been in evidence for centuries. In more recent times, however, it has been suggested that modern tourism has become the functional and symbolic equivalent of more traditional religious practices, such as festivals and pilgrimages. In other words, it is claimed by some that tourism is a sacred journey. To date, however, little work has been undertaken to explore this position; the purpose of this paper, therefore, is to contribute to this debate. Based on an exploratory study, it considers the motivations and experiences of Western tourists visiting the Sri Aurobindo Ashram and the nearby utopian township of Auroville in Pondicherry, south east India. It identifies two principal groups of visitors, namely ‘permanent tourists’ who have immersed themselves indefinitely in a spiritual ‘Other’, and temporary visitors. The latter are categorised into sub‐groups which point to a variety of spiritual and non‐spiritual motives. The paper concludes that there is a continuum of spirituality inherent in tourism, though this is related to tourists' experience rather than initial motivation. Copyright © 2005 John Wiley & Sons, Ltd.     

Residents’ attitudes to tourists visiting their mosques: a case study from Istanbul,Turkey

Resident perception of tourism impacts has been one of the most studied areas of tourism. However, there is an extremely limited literature on resident perceptions of religious tourism development, especially in non-Western countries. This study investigated the attitudes of local residents toward tourists visiting four important mosques in Istanbul, Turkey and their perception of religious tourism development. All residents surveyed were practicing Muslims who prayed in a mosque at least once a year. We found that, in general, local residents are supportive of tourists visiting their mosque, but the level of support may differ based on the demographic and cultural background of the residents as well as on the number of tourists visiting the mosque.     

Socio-cultural criteria for the evaluation of rural tourism projects – a Delphi consultation

Tourism scholars highlight the use of evaluation as a tool in managing the development of tourism. However, despite the potential for extending knowledge and understanding, few evaluation studies form an integral part of tourism development practice. The study from which this article is drawn is exploratory in nature and investigates the possibility of formulating an index of generic criteria, for application in the development and management of rural tourism projects. Complementary research methods comprised a Delphi Survey, followed by a focus group and semi-structured interviews. This article focuses on those criteria, generated by Delphi panellists in Britain and South Africa, which pertain to the socio-cultural structure and environment in which rural tourism projects are located, the resources on which they are based and the adoption of appropriate management strategies to ensure that these are conserved and sustained. However, despite their support for the criteria generated respondents emphasised that, unless projects were financially viable and operated according to business principles, local communities would bear the costs of rural tourism development without reaping its benefits.     

China’s first Tourism Law: representations of stakeholders’ responses

The application of tourism laws to advance the well-being of stakeholders is of broad interest to many countries attempting to shape the rapid rise of the sector. In China, the first Tourism Law came into effect on 1 October 2013. The 112-article law includes various measures to address issues such as unfair competition. Adopting a social representations framework, this study investigates the perceived impacts of China’s new Law from the perspectives of eight groups of stakeholders. Data were collected from 152 articles published in the Chinese National Knowledge Infrastructure. This material was used to access the commentaries and social representations of the impacts of the Law. A consistent array of positive and negative comments was uncovered using content analysis, justifying a view that a hegemonic representation exists across the groups. Additionally, and somewhat unexpectedly, it was discovered that the new Law is also a catalyst for further conflicts requiring additional management. Pursuing a social representations framework as a way of integrating stakeholder views was seen to be valuable for future studies in China and elsewhere.     

Informing tourism policy with statistical data: the case of the Icelandic Tourism Satellite Account†

The Tourism Satellite Account (TSA) is a popular internationally recognized method for measuring tourism's contribution to the economy. The credibility and visibility of tourism as a distinct economic activity are, therefore, based on TSA data which have the power to show its macroeconomic importance. According to the most recent World Tourism Organization study, 60 countries around the world implemented TSA in one way or another in 2010. However, in the same year, a research carried out by the Organization for Economic Co-Operation and Development revealed that the usage of TSA for tourism policies is rather limited due to specific issues, such as the lack of knowledge about TSA, inadequate international comparability, and timeliness. This paper illustrates several possibilities of using enhanced TSA estimates in the Icelandic context for informing tourism policies. Specific examples are presented of developing data on tourism-related investment (Tourism Gross Fixed Capital Formation) and governmental consumption for selected collective services related to tourism (Tourism Collective Consumption). These improve the usefulness of the TSA as a statistical instrument for sound tourism policies.     

Terrorism and tourism demand: a case study of Lebanon,Turkey and Israel

Using a seemingly unrelated regression (SUR) model, this paper examines the impact of domestic and transnational terrorism on tourism demand (as measured by visitor arrivals) to Lebanon, Turkey and Israel. The distinguishing feature of this paper is that we use a dynamic framework that takes into account (i) the intensity of terrorism and (ii) the associated spillover effects. The empirical results, based on monthly data from 1995 to 2007, reveal that terrorism in one country affects visitor arrivals not only to that country but also to other countries. We find that tourists view Lebanese and Turkish tourism markets as substitutes. Terrorism in Israel, of all types (i.e. domestic or transnational) and intensities, affects visitor arrivals to Lebanon and Turkey. In overall terms, terrorism has a much larger negative impact on visitor arrivals to Lebanon.     

The effects of macroeconomic and weather conditions on the business cycle of Taiwan’s adventure tourism

This paper utilises a Markov regime-switching model to explore the influences of macroeconomic and weather conditions on the business cycle of Taiwan’s adventure tourism, that is, white-water rafting. The number of rafting participants is used to identify two stages of the business cycle of the white-water rafting industry: the peak and the trough. Our empirical evidence reveals that unemployment has a negative effect on the number of rafting participants in the troughs while it has a positive effect on the number of rafting participants in the peaks. It follows that economic recession would adversely affect the number of participants in adventure tourism in the troughs, while it is not true in the peaks. Moreover, we show that the more the sunshine hours, the more participants travel on white-water rafting in the peaks. However, temperature is not a determinant of demand for adventure tourism under a subtropical climate, which contradicts much of literature.