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Locality Survey: Malta Tourism Authority Research Unit

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Locality Survey: Malta Tourism Authority Research Unit LOCALITY SURVEY MALTA TOURISM AUTHORITY RESEARCH UNIT Tania Sultana with Mariella Attard and Ramona Saliba 5 ABSTRACT The Locality Survey is a research exercise carried out by the Malta Tourism Authority with the objective of gauging tourist experience in designated tourist localities. For the objectives of the Valletta 2018 Evaluation and Monitoring process, this survey will shed light on tourists’ experience of Valletta, and more specifically their evaluation of the product and service offer. Research findings indicate a positive tourist experience, with high satisfaction ratings being recorded across most aspects of Valletta’s product and service offer. Valletta’s rich cultural heritage was highly appreciated by visitors as well as the city’s vantage points and panoramic views. Areas for improvement mainly relate to infrastructure, basic amenities and upkeep. Lower satisfaction levels were recorded for parking facilities and traffic management, road signage, infrastructure for pedestrians, and public conveniences. The public transport and the service provided at museums and historical sites were also negatively rated. All in all, tourists felt welcome in Valletta and thoroughly enjoyed their visit, and would consequently be very willing to recommend Valletta to family and friends. An increase in awareness levels of Valletta’s title as an ECOC in 2018 among respondents prior to their departure has been noted whereby the share of tourists being aware of ECOC title prior to their trip to Malta increased from 23% in 2015 to 28% in 2016. Keywords: Tourist experience, Satisfaction Ratings, ECoC awareness 6 INTRODUCTION The Locality Survey is a continuous research exercise carried out by the Research Unit, operating within the Malta Tourism Authority. The study concentrates on Malta’s main heritage localities (Valletta, Mdina, Birgu) and coastal localities (Sliema, St Julians, St Paul’s Bay/Bugibba/Qawra, Mellieha). It seeks to gauge tourist experience in these localities, and more specifically tourists’ evaluation of the physical product and service offer. The insights enable the Malta Tourism Authority to set priorities in its tourism product development strategy. METHODOLOGY The Locality Survey is a voluntary postal survey that is distributed to tourists of any nationality who are residing or visiting the identified heritage and coastal localities. Tourists are approached in the streets and are requested to complete the questionnaire at their convenience. Once completed, the questionnaire is returned to the Research Unit by pre-paid post. The questionnaire is available in 4 language versions – English, Italian, French, and German. Distribution occurs on three work shifts a month per locality throughout the whole year. The questionnaire has been re-designed to meet specific research objectives of the Evaluation and Monitoring Committee: locality-specific questions relating to visits to cultural sites and attractions, participation on cultural events, and questions relating to Valletta 2018 ECoC awareness have been introduced. Following these adaptations, the survey was re-launched in February 2015. Relevance to Valletta 2018 Evaluation & Monitoring Objectives In relation to the objectives of the Evaluation and Monitoring process, this research project will: - Enable the profiling of tourists visiting Valletta and more specifically of tourists opting to reside in Valletta during their trip to Malta. - Provide tourists’ evaluation of the product and service offer in Valletta, namely satisfaction levels relating to accommodation, restaurants, cultural and historic attractions, entertainment, shopping, tourist information, urban environment and amenities. - Provide an assessment of tourists’ overall experience in Valletta, and their perceptions of the capital. - Enable the monitoring of levels of cultural participation, in terms of visits to cultural sites and attractions in Valletta, and attendance to cultural events and activities. - Give insight into tourists’ awareness of Valletta as European Capital of Culture - both “pre-trip” and “during trip” awareness – and whether Valletta 2018 has an impact on trip motivations. 7 Research Limitations The Locality Survey is funded by the Malta Tourism Authority’s budget allocation for market research, and the continuity of this study is reliant on the provision of such funds. The continuity of this project also depends on the research priorities of the Malta Tourism Authority, which may be subject to change during the timeframes of the Valletta 2018 Evaluation and Monitoring Project (2015 – 2019). The Research Unit’s data collection is currently outsourced to a contractor on the basis of a call for tenders. In relation to this, uninterrupted data collection hinges on the availability of data collection personnel and the ability of the contractor to meet the tender requirements set by the Research Unit. The findings presented hereunder are based on data collected during the period of January to September 2016. A sample of 305 respondents participated in the Valletta-specific Locality Survey within this timeframe. 8 FINDINGS Socio-Demographic Profile Tourists participating in the Valletta-specific Locality Survey mainly came from the UK and Ireland (51.5%), Germany (16.8%), France (12.5%) and Italy (4.6%). The large majority were female respondents, with a share of 57.6% compared to 42.4% male respondents. They had an average age of 53 years, with 54.4% of respondents falling within the age bracket 55 and over. Table 1: Country of Origin and Age Top Countries of Residence Age UK and Ireland 51.5% Under 19 years 3.7% Germany 16.8% France 12.5% 19 – 24 years 3.7% Italy 4.6% 25 – 34 years 8 % Australia 3 % 35 – 44 years 12.5% Eastern European Countries 1.9% Nordic Countries 1.9% 45 – 54 years 17.7% Switzerland 1.3% 55 – 64 years 29.9% USA & Canada 1.3% Austria 1.3% 65 years and over 24.5% Over half of respondents were visiting Malta with their partner (56.8%). A further 17.9% made the trip with friends and/or relatives and 14.6% were travelling as a family with children. Figure 1: Travelling Party Travelling Party Alone 6.0% Couple 56.8% Family with children 14.6% With friends/relatives 17.9% With business associates 0.3% Other 4.3% 9 Nearly three in every five survey participants were visiting Malta for the first time. The remaining 40.3% were repeat visitors. Figure 2: Visits to Malta Visit to Malta Repeat visit 40.3% First time 59.7% Type of Visit to Valletta Most of the respondents were visiting Valletta independently (69 %). A further 14.8% were visiting the capital on an organised excursion and 11.4% were residing in Valletta for the duration of their stay in Malta. The remaining share of 4.8% was represented by cruise passengers who were on a day trip to Valletta. Figure 2: Type of visit to Valletta Type of visit to Valletta Visiting Valletta independently 69.0%% Visiting Valletta on an organised excursion 14.8% Staying in Valletta Cruise passenger 11.4% visiting the locality 4.8% 10 Cultural Participation To assess the level of cultural participation amongst tourists, survey respondents were requested to identify the sites and attractions they visited whilst in Valletta. Similar to last year, survey results for 2016 indicate that the public gardens within Valletta were the most popular outdoor attractions: the most frequented being the Upper Barrakka Gardens (83.9%), followed by the Lower Barrakka Gardens (58.2%), and Hastings Gardens ranking third (26 %). St John’s Co-Cathedral and the Saluting Battery topped the list of historic attractions, with 65.5% and 57.6% of respondents visiting these historic attractions respectively. It was followed by the National War Museum (30.4%), the Palace Armoury (26.1%), and the Palace State Rooms (23.4%). Figure 4: Sites & attractions visited inS iVallettates & attractions visited in Valletta Hastings Gardens 26.0% Lower Barrakka Gardens 58.2% Upper Barrakka Gardens 83.9% Saluting Battery 57.6% Open-air Theatre 17.2% Manoel Theatre 9.2% Mediterranean Conference Centre 10.6% St James Cavalier 8.3% Lascaris War Rooms 19.1% Palace State Rooms 23.4% Palace Armoury 26.1% National Museum of Fine Arts 8.9% National War Museum 30.4% National Museum of Archaeology 16.2% St John's Co-Cathedral & Museum 65.5% Respondents were also invited to mention any events or activities that they attended. A small number of respondents mentioned specific events, namely the yearly Carnival celebrations, the International Baroque and the Malta Jazz Festival which are held annually each year in Valletta and the Valletta Market. 11 Figure 5: Evaluation of Cultural/Historic Attractions in Valletta Variety of cultural/ Presentation of cultural/ historic attractions historic attractions 62.6% 46.7% 39.8% 34.3% 10.7% 2.8% 2.4% 0.3% 0.3% Very Good Good Average Poor Very Poor Very Good Good Average Poor Very Poor Value for money Opening hours 46.5% 49.1% 26.0% 21.9% 22.9% 20.7% 4.5% 6.6% 1.1% 0.7% Very Good Good Average Poor Very Poor Very Good Good Average Poor Very Poor Quality of service 50.6% 37.8% 9.7% 1.9% Very Good Good Average Poor Very Poor 12 Respondents who visited cultural and historic attractions in Valletta were highly satisfied with the variety available, with the overwhelming majority attributing an above average rating (96.9%). In terms of the presentation and valorisation of cultural and historic sites, satisfaction levels were also high albeit to a lesser extent (86.5%). Quality of service offered at these sites was generally rated as ‘good’ (50.6%) or ‘very good’ (37.8%). In comparison, value for money (72.5%) and opening hours of sites (72 %) were less positively rated. Figure 5 (continued): Evaluation of Cultural/Historic Attractions in Valletta Viewpoints and vistas Variety of events, performances & activities 66.8% 48.1% 31.9% 27.3% 18.1% 5.6% 0.3% 1.9% Very Good Good Average Poor Very Poor Very Good Good Average Poor Very Poor Four in five respondents expressed satisfaction in terms of the variety of events, performances and activities they attended in Valletta.
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