The Maltese Gift: Tourist Encounters with the Self and the Other in Later Life
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THE MALTESE GIFT: TOURIST ENCOUNTERS WITH THE SELF AND THE OTHER IN LATER LIFE. by MARIE AVELLINO A thesis submitted to London Metropolitan University in partial fulfilment of the requirements for the Degree of DOCTOR OF PHILOSOPHY 2016 1 © Copyright Marie Avellino 2015 All Rights Reserved 2 ABSTRACT This thesis takes a case study approach of the tourist-host encounter in the Maltese Islands, an ex-British Colony and older British tourists (OBTs). OBTs are an important source market for tourism as this is set to grow in volume and propensity. The research investigates how OBTs negotiate identity and memory through their narratives. It does so by examining what is being transacted at a social, cultural and symbolic level between the Maltese and the OBT. It then enquires as to the extent the previous colonial relationship is influencing the present ex-colonial and neo- colonial Anglo-Maltese tourist encounter. The ethnographic study employs a two-pronged strategy. The first interrogates the terms under which spatial and temporal dimensions of the cultural production of the post colony, and the ongoing representations of specific spaces and experiences, are circulated and interpreted by these tourists. The second examines the relationship through the ‘exchange lens’ which is manifested along social and cultural lines within the Maltese tourism landscape context. The research indicates that older adult British visitors have a ‘love’ for the island, which is reciprocated by the Maltese Anglophiles, in spite of some tensions between the two nations in the past. The relationship extends beyond a simple economic transaction but is based on more of a social, symbolic and cultural exchange. This research is one of the first to examine the phenomenon of non-economic capital and gift exchange and the role exchange plays in building relationships at the tourist- host interface. The study concludes that the value, which is placed on the gifts, or capital which are generated or exchanged through the tourist encounter, encourages further visits to the island. Much of this value is based on the significance of Empire to the OBTs who re-discover lost traces of Britishness in Malta through experiencing Anglo-Maltese cultural hybridity. It also advances the view that tourism is really about the self rather than the other - or, at least, that the other is in some senses a mirror of the self. 3 ACKNOWLEDGEMENTS I would like to express my deepest appreciation towards my advisors, Dr. Julie Scott, and Prof. Tom Selwyn, who have both provided so much help and guidance. I would most like to acknowledge their contributions of time, ideas and support, throughout this ethnographic journey. I would like to whole-heartedly thank my colleague and friend Comm. Dr. George Cassar for asking critical questions and who supported me with his extensive historical knowledge. My friends, colleagues and students at the University of Malta and academic support staff at the London Metropolitan University also provided me with continuous encouragement throughout this journey. A special thanks goes posthumously, to Profs. Jeremy Boissevain, who inspired me with his work and insight into Maltese society, and who always expressed his interest in my research. I gratefully acknowledge the funding sources that made my Ph.D. work possible. The Malta Government Scholarship Scheme funded me for my PhD Tuition fees for my first three years. Subsequently, the University of Malta funded the final years. It not only funded the tuition fees, but also provided financial support for PhD related travel as well as leave of absence. Heartfelt thanks goes to my extended family in Malta and UK, and to my associates who worked with me in the field. This study would not have been possible without you. Lastly, my love and gratitude go to my parents, my children, Chantal and Blair, and especially to my husband Robert for their unfailing love and encouragement. Deo gratias This thesis is dedicated to my loving and supportive husband, Robert. 4 SCHOLARSHIP STATEMENT The research work disclosed in this publication is partly funded by the Malta Government Scholarship Scheme. The PhD has also been partly funded by the University of Malta, Malta AUTHENTICITY STATEMENT I declare that this dissertation is the result of my own research, fieldwork and reflection under the supervision of Dr. Julie Scott and Profs. Tom Selwyn. ____________________ Marie Avellino Date 5 PRE – PUBLISHED STATEMENT A number of publications and conference papers have been produced as a result of the research undertaken for this thesis. A list with reference to the chapters they are taken from, together with any other relevant information is provided hereunder. Stewart, M.A. 2009, "Negotiation, Imagination and Re- Various Chapters: invention of Place", Paper presented during a one day first participation at Interdisciplinary PhD colloquium at the University of a conference, and Westminster was presented to receive peer feedback Avellino, M., 2011, Touristic encounter: local Maltese and Chapter 3 British tourists, Paper presented at the 1ères Doctoriales du Tourisme de la Chaire « Culture, Tourisme, développement » Tourisme / Tourism, Concepts et méthodes à la croisée des disciplines Concepts and methods at the disciplinary crossroads http://www.univ-paris1.fr/fileadmin/doctoriales- tourisme/Textes_doctoriales/Avellino_Marie_Doctoriales.pdf Avellino Stewart, M. Britain in Aspic: Tourist Visits to Malta, Chapters 2, 4 and 6 Chapter Five in Matthews, J. and Travers, D., eds. 2011, Islands and Britishness: A Global Perspective, Cambridge Scholars Publishing Stewart, M.A. 2012, "Consuming Culture in Malta: British Section 2 Tourists' Invention And Re-Invention Of Home", Presentation given during the AHTMM Conference, Corfu Avellino, M. 2014, "State of the Art Research Report”, for Chapter 4 EU funded Socialising Tourism Project. Pending: Avellino, M. and Cassar, G., Branding a Nation, Chapter 2. Chapter in Book entitled Commercial Nationalism, Australia. Note: Avellino wrote the main paper based on research carried out for Chapter 2, section entitled The Song remains the same. Cassar contributed the historical aspects of the paper. 6 Contents ABSTRACT .......................................................................................................................................... 3 ACKNOWLEDGEMENTS .................................................................................................................. 4 SCHOLARSHIP STATEMENT ......................................................................................................... 5 AUTHENTICITY STATEMENT....................................................................................................... 5 PRE – PUBLISHED STATEMENT .................................................................................................. 6 CONTENTS .......................................................................................................................................... 7 TABLE OF FIGURES ....................................................................................................................... 12 PROLOGUE ....................................................................................................................................... 15 SECTION ONE .................................................................................................................................. 17 CHAPTER ONE - TOURISM IN LATER LIFE ............................................................................. 18 Introduction ......................................................................................................................................... 18 The lay of the land ............................................................................................................................. 24 Marketing and Motivation Dimensions ............................................................................................. 29 Typologies, Segmentation and other marketing initiatives ............................................................ 36 The Older Adult British Tourists Segment ....................................................................................... 39 Signposting the Route ........................................................................................................................ 42 Strategy 1: Deciphering the Landscape Codes ................................................................................ 42 Strategy 2: Exchange and Transformation ....................................................................................... 46 Challenges and Transitions ............................................................................................................... 48 7 Positionality and Reflexivity .............................................................................................................. 50 Mapping the research ......................................................................................................................... 50 Conclusion ........................................................................................................................................... 52 CHAPTER TWO - CONTINUITY AND TRANSFORMATION ................................................. 55 Introduction ......................................................................................................................................... 55 Structure and Rationale .....................................................................................................................