Futouristic Issue 11 web

02 04 08 10 14 18 22 26 30

A message from the Editor-in-Chief

Quality vs. Quantity Tourism: A Case Study of the Small Island State Destination of Malta

Navigating the Classification of Five-Star Boutique Hotels Within Maltese Legislation

ITS Events Timeline

Culinary Flavours: Exploring the Culinary Potential of Micro Herbs and Their Impact on Modern Gastronomy in Malta

Malta and the Cactus: Eric Kaiser’s Poetic Gaze

Using AI in Education: From Competition to Working Together

Investigating the Key Factors Influencing the Travellers’ Selection of Airline Prior to Travelling to Malta from London

Exploring the Influence of French Pastry Techniques in Traditional Bakeries and Confectioneries in Malta

Opera in Gozo - Cultural Tourism from a Marketing Perspective

The Production of Local Artisanal Cheeses & its Effect on Local Tourism

Beyond Food Tourism: Empowering Rural Communities Through Heritage Interpretation From Soil to Plate: A Study of Sustainable Fine Dining Through Malta’s Locally Sourced Produce

Discovering Tourist Motivations and Experiences in Recreational Wreck Diving Destinations in Malta

The Maltese Tourism Industry Now Has Its Own ‘Beautiful’ AI Solution 32 34 38 40 46 49 52 55 59

Women in Managerial Positions in 5-Star Hotels in Malta

The Challenges Faced by Coeliac Patrons in Local Fine-Dining Restaurants

The Effects of Climate Change on Maltese Wine Production

A message from the Editor-in-Chief

Future-Ready Hospitality Starts Here

BY DR KATYA DE GIOVANNI, CHIEF OPERATIONS OFFICER - ACADEMIA AT ITS

In my previous roles at the University of Malta as a resident academic and also in the capacity of my profession as an Organisational Psychologist, I’m often asked what it really means to be “future-ready”. As the newly appointed Chief Operations Officer – Academia at ITS, my answer for this is simple: it means preparing people, not just programmes. Technology, sustainability, and globalisation are reshaping our sector at speed—but the real differentiator is talent that can think critically, act ethically, and apply innovation where it matters most: guest experience, community wellbeing, and resilient business models. That is the north star guiding our academic strategy at ITS.

QUALITY OVER QUANTITY—BY DESIGN

Malta’s success cannot be measured in arrivals alone. Our island’s long-term competitiveness depends on quality tourism—the kind that enhances place, protects heritage, and lifts standards across the value chain. This is why our curricula place sustainability and service excellence at their core, moving beyond compliance to competency. We are aligning assessment with impact: not “What did you learn?” but “What did you change?” Whether students

are designing low-waste kitchens, reimagining guest journeys for accessibility, or building data dashboards that inform pricing decisions, we evaluate outcomes that matter to businesses and communities alike.

WORKING TOWARDS A CAMPUS THAT MIRRORS THE INDUSTRY

Being future-ready also means learning in live environments. From culinary labs that champion local, seasonal sourcing to frontof-house simulations that train for realworld service recovery, our practice-based model ensures graduates are productive from day one. Student research now routinely informs business decisions: pricing strategies for the London–Malta route; the operational realities of farm-to-table in fine dining; boutique hotel classification gaps; women’s progression in five-star leadership; inclusive dining for diabetics; micro-herb supply chains; French pastry techniques in traditional bakeries; and the motivations that drive Malta’s wreck-diving niche. This is not “student work”—it is industry R&D with immediate application.

GLOBAL OUTLOOK, MALTESE SOUL

Partnerships are the engine of academic excellence. Our collaboration streams—

from exchange cohorts with Shanghai to joint projects with European schools— bring diversity of methods, markets, and mindsets into our classrooms and kitchens. Yet our compass remains distinctly Maltese: we honour our culinary heritage, our island ecology, and our social fabric. Internationalisation at ITS is not about copying models; it is about co-creating better ones for a small-island context with global standards.

WHAT EMPLOYERS CAN EXPECT FROM AN ITS GRADUATE

• Operational fluency: ready to contribute on shift two, not week two.

• Data-informed judgment: comfortable turning numbers into narrative and action.

• Sustainability literacy: capable of designing low-impact, high-experience services.

• Leadership mindset: inclusive, reflective, and resilient under pressure.

These aren’t promises; they are our programme outcomes.

THE NEXT CHAPTER

In the coming months we’re streamlining our academic pathways, strengthening micro-credentials for upskilling staff already in industry, and scaling applied research clusters where students, faculty, and employers tackle live briefs together. We’ll continue to publish and showcase the best of this work—because transparency raises standards, and shared learning accelerates progress.

To our students: Be curious, be kind, be courageous, be smart! Treat every service moment as a chance to create value and every setback as a rehearsal for leadership.

To our industry partners: Keep challenging us! Bring us your hardest problems and your boldest ideas; we will meet you with evidence, creativity, and pace.

To our national stakeholders: Stay the course on quality. The dividends of higher standards compound— economically, environmentally, and culturally.

“Futouristic” is more than a theme; it is a commitment. At ITS we will continue to educate professionals who are technically excellent, ethically grounded, and endlessly innovative—people who can harness technology without losing the human touch, and who measure success not just by occupancy, but by impact.

The future of hospitality is not arriving; we are building it. Together.

Dr Katya De Giovanni Editor-in-Chief & ITS Chief Operating Officer –Academia

Editorial Board

Dr Katya De Giovanni (chair)

Mr Joseph Cassar

Mr Martin Debattista

Ms Charlotte Geronimi

Ms Fleur Griscti

Ms Helena Micallef

Ms Stephanie Mifsud

Mr Aaron Rizzo

Mr Claude Scicluna

Dr Rosetta Thornhill

Mr James Mula (secretary)

Executive Team

Executive Editor: Martin Debattista

Proofreading: Stephanie Mifsud

Sales and Marketing: Marketing Department

Design Kite Group

Contact Information

Editorial:

The Futouristic Editorial Board

Academic Research and Publications Board

Tel: +356 23793100

Email: arpb@its.edu.mt Web: www.its.edu.mt

Sales and Marketing: Tel: +356 23793100 Email: marketing@its.edu.mt

Institute of Tourism Studies Aviation Park Aviation Avenue Luqa, LQA 9023 Malta

Futouristic is the official journal of the Institute of Tourism Studies (Malta). The aim of this publication is to promote academic research and innovation at ITS, not just to the partners and stakeholders in the tourism industry but also to society at large. Therefore, ITS fulfills its mission to be at the forefront of this vital industry with its contribution that goes beyond the training of the workforce.

Futouristic is free of charge and is distributed to all stakeholders in the Maltese travel, tourism, hospitality, and higher educational sectors.

The views expressed in Futouristic do not reflect the views of the Board of Governors or of the Management or the Editorial Board of the Institute of the Tourism Studies but only that of the individual authors.

This publication is governed by the Creative Commons Licence 4.0 BY-NC-ND. Anyone can share this publication in any medium, reproduce, and reuse the content with the following conditions: full attribution is given to Futouristic and the individual authors; content is reproduced as is without any remixing or modification; and such reuse does not lead to financial gains.

The Institute of Tourism Studies shall have no liability for errors, omissions, or inadequacies in the information contained herein or for interpretations thereof.

ISBN: – 978-99957-1-961-6

978-99957-1-962-3

Quality vs. Quantity Tourism: A Case Study of the Small Island State Destination of Malta

MARTIN DEBATTISTA – SENIOR ACADEMIC AT ITS AND EXECUTIVE EDITOR OF FUTOURISTIC

DAVID PACE – SENIOR ACADEMIC AT ITS*

This extended abstract draws upon an analysis of the Maltese tourism industry’s protracted struggle to shift from a mass-market, quantitydriven model to a sustainable, qualityfocused approach, covering the period from 1980 to 2024. The study, published as a book chapter, combines an extensive review of academic literature with content analysis of local newspaper reporting and official policy documents to understand the historical dissonance between stated goals and practical outcomes in a small, densely populated island nation. The full chapter is available as part of this book: Hassan, V. I. (Ed.). (2025). Navigating Mass Tourism to Island Destinations: Preservation and Cultural Heritage Challenges. IGI Global Scientific Publishing. https://doi.org/10.4018/979-83693-9107-5

INTRODUCTION

Malta, a small island-state covering just 316 km2, is the most densely populated country in the European Union (EU), with 1,692 persons per square kilometre. Tourism is a fundamental pillar of the national economy, contributing approximately 10% directly and rising to 30% when indirect contributions are factored in, while directly supporting around 17% of total employment. Since the mass tourism boom of the 1960s, arrivals have soared, increasing from half a million in 1978 to over three million in the postCovid recovery year of 2023.

This research investigates the key challenges inherent in navigating this mass tourism model within the environmental and infrastructural constraints of a small island destination. Despite decades of

official policy stressing the need for “quality tourism”, the core objective has been persistently hindered by conflicting priorities, limited resources, and insufficient political commitment. The research provides an empirical timeline of this struggle, demonstrating how the prioritisation of quantity over quality has led to significant societal consequences, notably overtourism and the degradation of the environment and quality of life for local residents.

LITERATURE REVIEW

The Maltese tourism industry traditionally marketed itself as a “sun, sea, and culture” destination, successfully diversifying into niche markets such as MICE (meetings, incentives, conferences, and exhibitions), scuba diving, and cruise liner calls in an attempt to fill the winter and shoulder months. Historically, the British market was dominant, largely due to colonial ties, but in recent years, the lower-spending Italian market has surpassed it, a trend linked to Maltese government subsidies provided to low-cost airlines, especially Ryanair, which has drastically increased connectivity to Europe.

The literature review established that Malta exhibits characteristics typical of island destinations confronting the downsides of mass tourism, often summarized by Butler’s (1980) Tourism Area Life Cycle theory. Key issues identified include over-dependence on mass tourism, resulting in overtourism in one of the world’s most densely populated countries; pressure on natural resources and limited space; and persistent strain on the country’s infrastructure, a problem noted as early as the 1980s and affecting

Malta’s carrying capacity. The smaller sister island of Gozo faces these challenges exacerbated by its limited size, threatening its unique, tranquil environment.

Bramwell (2003) goes beyond Butler (1980) and explores the social context of the Maltese tourism industry and identifies reasons why the promise of quality tourism faces challenges of implementation. The key issues can be summarised as follows:

a) Overdependence on mass tourism, resulting in overtourism in a destination that is one of the most densely populated countries in the world

b) Pressure on natural resources and limited space with a direct negative impact on local communities

c) Pressure on the country’s infrastructure, going back as early as the early 1980s and affecting Malta’s carrying capacity

d) Challenging implementation of policies and strategies

e) Challenges exacerbated in the smaller island of Gozo

The concept of ‘quality tourism’ itself remains elusive and difficult to conceptualise. Officially, the term has evolved from attracting higher-spending tourists to defining the need to upgrade tourism products to a high standard, irrespective of the luxury level, thereby integrating customer satisfaction with responsible practices. Conversely, ‘overtourism’ is defined as the point where the impact of visitors “excessively influences perceived quality of life of citizens and/or

quality of visitors experiences in a negative way”.

Despite political pronouncements and strategies, the transition to sustainability has been thwarted by several barriers, including the prioritization of short-term economic gains, poor internal government coordination, the influence of private sector interests on local politicians, and a fundamental lack of political will to enact unpopular changes.

RESEARCH METHODS

The study employed a mixed-methods approach based on iterative content analysis and time-series analysis. This comprehensive approach aimed to triangulate policy intent and academic theory with public discourse and empirical data.

The core research involved a content analysis of historical data sourced from Times of Malta and The Sunday Times of Malta, which are considered reputable newspapers of record in Malta. The analysis spanned nearly 45 years, from January 1980 to October 2024. The key search term

selected for analysis was ‘quality tourism’ due to its earliest appearance and highest prevalence in the archives, yielding 155 relevant articles out of 248 initial results.

Qualitative Analysis involved thematic coding of newspaper articles, official policy documents, and stakeholder statements using NVIVO14. This analysis tracked sentiment, identified key actors (government, industry, civil society, citizens), and charted the chronological development of the debate.

Quantitative Analysis involved time-series and correlation analysis, specifically a linear regression, measuring the relationship between the number of mentions of ‘quality tourism’ in the press and fluctuations in inbound tourist numbers between 1980 and 2024.

The limitations acknowledged include the restricted scope to the term ‘quality tourism’ (excluding ‘sustainable tourism’ to maintain focus) and the exclusion of online-only content published after 2003, acknowledging potential inherent biases in the sampled sources.

DISCUSSION AND ANALYSIS

The analysis of newspaper content confirms a long-standing and ongoing struggle for Malta to transition to quality tourism, underpinned by five dominant themes:

1. A Problematic Definition of ‘Quality’: The interpretation of ‘quality tourism’ has been inconsistent over four decades. Initially, in the 1980s, it referred to attracting higher-income holidaymakers to counter capacity issues. By the 2000s, it focused on attracting discerning tourists through niche offerings. Today, the concept remains ambiguous, often used by the government and industry concurrently to mean both high standards for all visitors and attracting high-spending clientele. However, the analysis consistently shows that regardless of the definition, the essential prerequisite— an adequate national infrastructure—is not being met, leading to local communities suffering.

2. Dominant Negativity in Recent Years: Sentiment analysis reveals a significant increase in negative sentiment regarding the tourism trajectory since 2015, driven by complex sustainability and quality-of-

life concerns. This negativity is rooted in disappointment, frustration, and deep scepticism over the likelihood of genuine change. Critics accuse policymakers of paying mere “lip service” and lacking the political courage to implement meaningful change. This frustration is encapsulated by the editorial warning: “You simply cannot have five-star tourism in a one-star environment so let’s stop trying to fool ourselves”. This prioritisation of short-term economic gains over long-term sustainability echoes the barriers identified in academic literature.

3. A Divided Industry: The tourism sector is fundamentally divided on the quantity vs. quality debate. Prominent hoteliers, such as Alfred Pisani, strongly advocate for controlling volume and attracting higherspending clientele. In sharp contrast, other hoteliers argue that imposing limits on tourist numbers would be “suicidal”, an argument supported by the major low-cost airline, Ryanair, which has been identified as Malta’s “unofficial airline”. This lack of a coordinated, common vision among stakeholders further complicates the implementation of sustainable strategies.

4. The Newspapers’ Consistent Editorial Stance: The newspaper editorials (Times of Malta and The Sunday Times of Malta) maintain a clear and consistent stance, acknowledging the economic benefits of tourism but continually highlighting the negative impacts on the environment, infrastructure, and residents’ quality of life. Since 1980, they have repeatedly pressed for a shift away from unsustainable mass tourism, consistently holding the government accountable for its lack of political will to enact true structural upgrades.

5. Overlooked and Undermined Local Communities: The voices of local citizens and civil society organisations have historically been marginalised in favour of those representing government agencies and the business community. Although civil society visibility has increased since the 2010s, their concerns predominantly revolve around the destruction of the rural and urban environment caused by unbridled construction—a direct consequence of accommodating increasing tourist numbers. The high rate of incoming tourism is seen to be “crushed under concrete, trampled underfoot by the behemoth of the building industry”.

Quantitative Insight: The regression analysis revealed a moderate relationship (R-squared 0.55) between the number of inbound tourists and the number of newspaper mentions of ‘quality tourism’. This confirms that the demand for discussing and implementing quality tourism is largely reactive, spiking when mass tourist numbers reach high levels (such as the record-breaking 3 million in 2023) and environmental pressures become intense.

RECOMMENDATIONS

Based on the long-term struggle and systemic failures identified, several recommendations are essential for achieving sustainable tourism:

Political Will and Strategic Vision: Policymakers must move beyond rhetorical commitment and demonstrate the political will to enact potentially unpopular measures, such as imposing limitations on volume, and resisting the undue influence of private sector interests that prioritize shortterm economic gains.

Infrastructure Prioritisation: Substantial and consistent investment is required to upgrade the country’s physical infrastructure, including utilities, roads, and public transport, to meet the basic quality standards expected by both tourists and residents. The country cannot support “fivestar tourism in a one-star environment”.

Holistic Stakeholder Inclusion: Tourism policy must shift its focus from economic

metrics alone to actively address the social and environmental downsides. Policy decisions must involve a wider set of stakeholders, moving beyond the industry lobby to genuinely incorporate the needs and concerns of local communities and civil society.

Strategic Focus on Quality Metrics:

Efforts should focus on controlling quantity and improving the quality of tourists by providing a high-quality experience. This requires sustained promotion funds directed at attracting quality tourists and developing specialised products.

CONCLUSION

Malta’s journey towards sustainable, quality tourism is defined by persistent challenges rooted in its reliance on mass tourism and the associated infrastructural, environmental, and political constraints. Despite decades of strategies advocating for quality, the post-Covid recovery has seen a rapid return to a quantity model, resulting in record-breaking tourist arrivals (surpassing 3 million in 2023) and renewed pressure on the island’s limited resources. The lack of political resolve to define and implement effective measures confirms the continuation of a fragmented approach. The evidence suggests that a successful transition away from overtourism is not imminent and will require fundamental, courageous political action and sustained investment over a period of 10 to 20 years to effect meaningful change.

*This was the last contribution to academic research by David Pace, who died in 2025 following a short illness.

SELECT BIBLIOGRAPHY

Attard, S. (2020). Evolution of tourism, challenges, and its sustainability in an island state: Case study of Malta. International Journal of Islands Research, 1(1), 6.

Bramwell, B. (2003) ‘Maltese Response to Tourism’, Annals of Tourism Research, 30(3), pp. 581–605.

Briguglio, L. & Avellino, M. (2021). Assessing Malta’s Overtourism. In Duignan, M. B. (eds) Managing the Visitor Economy: Concepts, Collaborations and Cases. CABI.

Butler, R. W. (1980). The concept of a tourist area cycle of evolution: Implications for management of resources. Canadian Geographer, 24(1), 5–12.

Cassar, C. (2024). The political evolution of sustainable development in the Maltese Islands: A thirty-year analysis (1992-2022). Opportunity and Challenges in Sustainability, 3(1), 1–19. https://doi.org/10.56578/ ocs030101

Dodds, R. (2007). Coastal mass tourism: Diversification and sustainable development in Southern Europe. Channel View Publications.

Ebejer J. (2020). Case Study 1: overtourism in Valletta - reality or myth? In H. Séraphin, T. Gladkikh, T. Vo Thanh (Eds.), Overtourism (pp. 107–128). Cham: Palgrave Macmillan.

Malta Hotels and Restaurants Association. (2022). Carrying capacity study for tourism in the Maltese islands. [Report].

Micallef, M. (1984). The effect of tourism on the Maltese economy (Bachelor’s dissertation).

UNWTO (2018). ‘Overtourism’? Understanding and Managing Urban Tourism Growth beyond Perceptions. Volume 2: Case Studies. https://www.e-unwto.org/doi/ book/10.18111/9789284419999

Navigating the Classification of Five-Star Boutique Hotels Within Maltese Legislation

MYA GALEA

BACHELOR IN INTERNATIONAL HOSPITALITY MANAGEMENT (HONS.)

INTRODUCTION

This research addresses the growing trend of boutique hotels in Malta and the challenge they face in navigating the official fivestar classification system within Maltese legislation. Boutique hotels are characterised by their individuality and loyalty to the local area, setting them apart from conventional hotel chains. While traditional star ratings influence guest choices, consumer behaviour is increasingly driven by word-of-mouth recommendations and online reviews. This dissertation aims to grasp a deeper understanding of the consistency (or lack thereof) between informal classification regulations and the operational service approaches used by boutique hotels. The central problem explored is how Maltese authorities define and enforce five-star criteria specifically for boutique hotels, given the lack of a legally recognised category for them.

LITERATURE REVIEW

The literature review explored classification systems globally and in Malta, focusing on the evolution of star ratings and their role in setting guest expectations. It noted that traditional rating systems must evolve to keep pace with contemporary review platforms like TripAdvisor and Booking. com, which offer consumer-focused assessments. A key focus was the definition and classification of boutique hotels in Malta, contrasting their unique selling points—such as personalized service and local identity—with the often-rigid criteria of conventional five-star status. The review highlighted a critical gap: despite the Malta Tourism Authority (MTA) playing a key role in regulating and enforcing standards, there is minimal authorised classification for boutique hotels within the Maltese legislation. The resulting legislative ambiguity impacts operational management, marketing

tactics, and guest perceptions. The literature review also touched upon operational challenges, including the importance of cyber security to protect guest information.

RESEARCH METHODOLOGY

The study adopted a qualitative approach to effectively examine the research questions, prioritising detailed, subjective experiences and perspectives from industry participants.

Data collection utilised two main methods: semi-structured interviews and open-ended online surveys. The interviews targeted a small, purposive sample of key informants: three boutique hotel managers and one representative from the MTA specializing in legal enforcement. This ensured specific, relevant feedback concerning classification standards, operations, and policy enforcement. Interviews were audiorecorded and transcribed verbatim, with

piloting conducted beforehand to refine questions.

The online surveys were directed toward the general public to gather broader opinions and personal experiences regarding guest perceptions, luxury, and service standards. These open-ended surveys enabled the researcher to gather a variety of responses that closed-ended methods would not capture authentically.

Data analysis was conducted using thematic analysis on the transcripts and survey responses, identifying patterns and themes related to classification influence, marketing strategies, and perceptions of luxury. Data triangulation, comparing survey findings with interview insights, was used to strengthen the credibility of the findings.

DISCUSSION AND ANALYSES

The discussion synthesised the findings, confirming the research’s central premise: there is a lack of a legally recognized category for boutique hotels within Maltese legislation. This absence limits proper official recognition for these unique establishments.

Impact of Classification on Trust and Marketing: The traditional five-star rating still shapes guest trust and booking decisions, particularly among travellers who rely on traditional hotel standards. However, the research found that boutique hotels compensate for the lack of formal classification by excelling in alternative metrics, primarily through user-generated content (UGC) and online reputation management. Official hotel websites, Instagram, and influencer content emerged as the most dominant marketing channels used by guests to identify boutique hotels. This highlights that consumers often prioritise authentic experiences and personalized service over traditional starbased metrics.

Guest Experience and Service Standards: Guest experience was fundamentally enhanced by personalized service, often described as staff going “above and beyond” expected deliverables. The ability of staff to offer tailored, memorable interactions proved crucial for maintaining a perceived five-star standard. This reliance

on exceptional staff highlights the critical connection between employee engagement, a positive work culture, and cultivating service excellence in boutique hotels.

Operational Challenges: Boutique hotels face significant operational challenges in maintaining high standards, particularly concerning staff engagement and retention. These smaller venues are highly dependent on the quality and skill of individual employees, making issues like staff retention a critical obstacle to maintaining luxury standards consistently. Managers noted that while supportive leadership and financial allocation could mitigate staff challenges, the non-existent official classification system impacts managerial practices and decision-making.

The findings confirm that the ongoing success of Maltese boutique hotels is deeply reliant on digital marketing strategies and cultivating a uniquely tailored guest experience, rather than rigid reliance on official, and currently inadequate, legislative classifications.

RECOMMENDATIONS

The study proposes that Maltese authorities should formally acknowledge boutique hotels as a specific classification, separate from conventional hotels. This new classification should incorporate tailored standards that reflect the unique, culture-saturated nature of boutique accommodations. Additionally, the policy should focus on providing greater support systems to address operational challenges, particularly in staff retention and training, ensuring sustainability and longevity within this market segment. Future research is recommended to focus on comparative analysis with countries that already possess formal boutique hotel classification systems to identify best practices.

CONCLUSION

This dissertation established that while the five-star classification remains relevant in some guidelines within Maltese legislation, it plays a non-existent role in defining the essence of the boutique hotel sector. The successful luxury positioning of these hotels is instead achieved through robust digital reputation management and prioritizing unparalleled personalized guest experiences. The limitations imposed by the current legislation, notably the minimal authorised

classification, necessitate immediate policy adjustment to accurately reflect and support this vital segment of the Maltese luxury tourism market.

SELECT BIBLIOGRAPHY

Blomberg-Nygard, A., & Anderson, C. K. (2016). United Nations world tourism organization study on online guest reviews and hotel classification systems: an integrated approach. Service Sciendce, 8(2), 139-151.

Borg, Y., 2018. Boutique Hotel Experience: A Case Study of Valletta from a Hotel

Manager’s Perspective. [Online] Available at: https://www.um.edu.mt/library/oar// handle/123456789/38120 [Accessed 2024].

Day, J., 2013. Emerging Definitions of Boutique and Lifestyle hotels: A Delphi Study. [Online] Available at: https://www.researchgate.net/ publication/266739501_Emerging_Definitions_ of_Boutique_and_Lifestyle_hotels_A_Delphi_ Study [Accessed 2025].

Dincer, F. I., Dincer, M. Z., & Avunduk, Z. B. (2016). Marketing strategies for boutique hotels: The case of Istanbul. Journal of Global Business Insights, 1(2), 94-106.

Garg, A., & Kumar, J. (2021). Social media marketing influence on Boutique Hotel customers’ purchase intention in Malaysia. Tourism & Management Studies, 17(3), 51-62.

Koutoulas, D., & Vagena, A. (2023). The present and future of hotel star ratings through the eyes of star rating operators. Journal of Tourism Futures, (ahead-of-print).

Nyimbili, F. & Nyimbili, L., 2024. Types of Purposive Sampling Techniques with Their Examples and Application in Qualitative Research Studies. [Online] Available at: https://www.researchgate.net/ publication/378272696_Types_of_Purposive_ Sampling_Techniques_with_Their_Examples_ and_Application_in_Qualitative_Research_ Studies [Accessed 2025].

Vagena, A., & Manoussakis, G. (2021). Group analysis of official hotel classification systems: a recent study. Current Approaches in Science and Technology Research, 4(January), 1-17.

From Soil to Plate: A Study of Sustainable Fine Dining Through Malta’s Locally Sourced Produce

NICOLE CAMILLERI BACHELOR IN CULINARY ARTS (HONS.)

INTRODUCTION

This dissertation investigates the integration of locally sourced produce into the Maltese fine dining industry as a critical component of sustainability efforts. The global culinary sector is undergoing a transformation where the farm-to-table movement is recognized as a key strategy to reduce environmental impact and support local economies. In Malta, this trend is particularly relevant due to the island’s limited land area, agricultural heritage, and heavy reliance on imports, estimated at 70–80% of its food supply. The core aim of this research is to critically evaluate the impact of integrating local produce into fine dining in terms of sustainability and its effects on the gastronomic landscape. This study addresses the academic gap regarding ingredient sourcing dynamics in Malta’s high-end restaurant sector by exploring the experiences of both culinary professionals and producers.

LITERATURE REVIEW

The literature review established that sustainability in fine dining involves balancing ecological stewardship with gastronomic creativity, focusing on environmentally responsible sourcing, ethical production, waste minimisation, and community engagement. The concept is often framed by three interrelated pillars: social, environmental, and economic sustainability.

Key practices identified internationally include adopting ‘zero-waste’ techniques like ‘nose-to-tail’ and ‘root-to-stem’ cooking, shifting towards plant-based menus, and seeking sustainability certifications such as the Green Michelin Star. Influential chefs like Simon Rogan demonstrate the “farmto-fork” philosophy, prioritizing hyperlocal and seasonal ingredients. The pursuit of sustainability is essential given agriculture’s significant contribution to global emissions.

In the Maltese context, challenges are amplified by the small agricultural sector, which limits the availability and diversity of local ingredients. The review highlighted that local restaurants, such as Ion Harbour, are incorporating foraging and traceable seafood, and using traditional local products like ġbejna and ftira to promote authenticity. Despite these efforts, policy conflicts, high initial costs, water scarcity, and insufficient infrastructure hinder wider adoption of sustainable systems. The literature suggests that the lack of systemic coordination and the vulnerability of small-scale farmers pose ongoing barriers to strengthening local supply chains.

RESEARCH METHODS

The study adopted a qualitative research design to gather detailed, experiencebased insights into farm-to-table dynamics. The research approach employed semistructured interviews to explore subjective experiences and practices.

The participants were selected using a purposive sampling approach, chosen for their active engagement with sustainable practices within the fine dining sector. The primary data consisted of interviews with six fine dining chefs (Chefs A–F) and six local farmers (Farmers 1–6) who directly supply these establishments, totalling 12 participants. The selection criteria for chefs prioritized those who actively promote sustainability, extensively use local produce, and demonstrate a commitment to sustainable culinary practices. Farmers were selected based on their use of organic or regenerative farming methods and collaborations with local restaurants.

The data analysis utilized Braun and Clarke’s six-phase framework for thematic analysis. This thematic approach helped identify recurring patterns, relationships, and constraints, which were grounded in the philosophical paradigms of the Triple Bottom Line approach (economic, social,

environmental) and gastronomy theory. Limitations included time constraints during interviews, communication barriers regarding technical sustainability terms, and the non-generalizability of the small, purposively selected sample.

DISCUSSION AND ANALYSES

The analysis synthesized the data from chefs and farmers, revealing a strong rhetorical and ethical commitment to local sourcing and sustainability, tempered by significant operational and economic asymmetries.

Motivations and Definitions:

Chefs’ primary motivations were framed as an extension of their culinary identity, ethical values, and cultural heritage, seeking to support Maltese food identity and innovation. Farmers, conversely, focused on ecological necessity, defining sustainability primarily in terms of soil health, resource conservation, and ethical growing practices to build system resilience. Both groups

agreed on the importance of circularity and waste minimization, reflecting the principles of Kioupi and Voulvoulis (2019).

Supply Chain Dynamics and Challenges:

The local supply chain operates on a “relational supply chain” model, heavily dependent on informal, personal trust and communication between individual chefs and farmers. This system allows for custom crop planning and flexible, harvest-to-order delivery. However, the research confirmed significant challenges, including supply inconsistencies and seasonal limitations.

Crucially, the model is asymmetrical; farmers absorb the greater risks associated with weather variability, supply fluctuations, and lack of compensation for rejected or imperfect produce. Furthermore, the lack of inter-farmer collaboration or shared logistics intensifies these inefficiencies.

Waste Reduction and Innovation:

Waste reduction is a core sustainable practice, aligning with the idea of a “full-

cycle kitchen”. Chefs employed root-tostem/nose-to-tail techniques, stock-making from scraps, and portion control to minimize kitchen waste. Farmers contribute by composting, recycling water, and using surplus produce for animal feed or selling “ugly produce” to willing chefs. This mutual adaptation marks a shift in the definition of quality, prioritising ecological impact over visual uniformity.

Economic Implications:

Economic sustainability remains a major tension point. Local ingredients are generally more expensive than imported alternatives, driven by higher input costs for small-scale regenerative farming, seasonal scarcity, and labour intensity. Chefs mitigate the resulting tight margins through adaptive menu structures, rigorous portion control, and diversifying revenue streams via catering and bespoke events. The consensus is that while local sourcing is

ethically and creatively valuable, it remains financially fragile for producers without structural support or guaranteed pricing. The regression analysis showed a moderate relationship between local sourcing and economic viability, suggesting that success relies on flexible business models.

The study concluded that sustainability in Maltese fine dining is highly valued but unevenly implemented. The fragmentation of the farm-to-fork model, relying on interpersonal goodwill rather than robust infrastructure and policy, undermines the long-term potential for coherent and equitable sustainable gastronomy.

RECOMMENDATIONS

To transition from fragmented practices to a durable, sustainable system, this research suggests targeted interventions in four key areas. Infrastructure investment is critical, focusing on cold storage facilities and improved irrigation systems for small-scale farmers. Policy support should include introducing a national certification scheme for sustainable sourcing to benchmark quality, and establishing a formalized Chef–Farmer Network Platform to streamline communication and planning, reducing dependency on informal arrangements. Furthermore, sustained public education campaigns are needed to promote local, seasonal food as a premium ethical choice and integrate sustainability topics into hospitality training.

CONCLUSION

This study demonstrates that the integration of locally sourced produce significantly enhances the environmental and cultural sustainability of Malta’s fine dining sector. However, the ambitious farm-to-fork movement is structurally fragile, characterised by asymmetrical risks where farmers absorb the burden of supply inconsistencies and high production costs, while chefs gain the resulting brand narrative. The findings underscore that genuine, scalable sustainable gastronomy in Malta necessitates a transition from a reliance on personal trust and individual creative effort to a model underpinned by systemic coordination, infrastructural investment, and clear policy backing.

“

This study successfully demonstrated that the integration of locally sourced produce significantly enhances the environmental and cultural sustainability of Malta’s fine dining sector.

”SELECT BIBLIOGRAPHY

Batat, W. (2020). Pillars of sustainable food experiences in the luxury gastronomy sector: A qualitative exploration of Michelin-starred chefs’ motivations. Journal of Retailing and Consumer Services, 57, p.102255. doi:https://doi.org/10.1016/j. jretconser.2020.102255.

Camilleri, N. and Spiteri, M. (2022). [Title not specified in source]. (Note: Cited in text as Camilleri and Spiteri (2022) but full reference not provided in source references list).

Egli, L., Rüschhoff, J. and Priess, J. (2023). A systematic review of the ecological, social, and economic sustainability effects of community-supported agriculture. Frontiers in Sustainable Food Systems, 7. doi:https:// doi.org/10.3389/fsufs.2023.1136866.

FAO (2023). Sustainable Food and Agriculture. [Online] Food and Agriculture Organization of the United Nations. Available at: https://www.fao.org/ sustainability/en/

Fredrik Fernqvist, Spendrup, S. and Tellström, R. (2024). Understanding food choice: a systematic review of reviews. Heliyon, 10(12), pp.e32492–e32492. doi:https://doi.org/10.1016/j.heliyon.2024. e32492.

Gustavsson, J., Cederberg, C. and Sonesson, U. (2011). [Title not specified in source]. (Note: Cited in source references as Gustavsson Christel Cederberg Ulf Sonesson, J. (2011) and linked to an FAO URL).

Huang, Y. and Hall, C.M. (2023). Locality in the Promoted Sustainability Practices of Michelin - Starred Restaurants. Sustainability, 15(4), p.3672. doi:https://doi.org/10.3390/ su15043672

Kioupi, V. and Voulvoulis, N. (2019). Education for Sustainable Development: A Systemic Framework for Connecting the SDGs to Educational Outcomes. Sustainability, 11(21), p.6104. doi:https://doi. org/10.3390/su11216104.

Rogan, S. (2022). Restaurants. [Online] Simon Rogan. Available at: https://www. simonrogan.co.uk/restaurants

Roy, H. (2022). Connecting Farmers’ Markets to Foodservice Businesses: A Qualitative Exploration of Restaurants’ Perceived Benefits and Challenges of Purchasing Food Locally. International Journal of Hospitality & Tourism Administration, 25(3), pp.1–36. doi:https://doi.org/10.1080/15256480.2022 .2142994.

Discovering Tourist Motivations and Experiences in Recreational Wreck Diving Destinations in Malta

SHAUN CARDONA BACHELOR OF SCIENCE IN DIVING SAFETY MANAGEMENT

Recreational wreck diving represents a convergence of sport, culture, and environmental tourism. It appeals to tourists who seek exploration, challenge, and personal fulfilment while engaging with submerged historical artefacts. Malta an island nation at the heart of the Mediterranean is a prime case study due to its long maritime history, outstanding underwater visibility, and accessibility to multiple shipwrecks. This dissertation explores why tourists choose Malta for wreck diving, how they experience these underwater environments, and how tourism

authorities can improve the sustainability and competitiveness of this sector.

LITERATURE

REVIEW

Globally, wreck diving has transitioned from a niche adventure activity into a mainstream component of marine tourism (Edney 2006; Dimmock & Musa 2015). Yet, the motivational psychology behind divers’ participation remains under-examined, especially in smaller island destinations. The present research therefore addresses this gap by integrating motivational theories with field data from divers and

policymakers in Malta. The investigation draws upon three complementary motivational theories. Zuckerman’s Sensation-Seeking Theory posits that individuals possess varying thresholds for arousal and stimulation (The American Women’s College Psychology Department & McGrath 2021). High sensation seekers deliberately pursue risk and novelty to achieve an optimal internal state. Wreck diving, with its mix of uncertainty, danger, and exploration, is emblematic of such thrill-oriented pursuits. Self-Determination Theory (Deci & Ryan, as discussed in Cherry

2024) emphasises intrinsic motivation, autonomy, and competence. Divers are driven by personal mastery, underwater independence, and shared community bonds. Finally, Csikszentmihalyi’s Flow Theory (Biasutti 2017) describes a deep state of immersion where skill and challenge align an experience often reported by divers navigating confined spaces or photographing wreck interiors. Together, these frameworks clarify how intrinsic motivation, sensory fulfilment, and personal growth shape wreck-diving participation.

RESEARCH METHODOLOGY

A mixed-methods approach was employed. Eighty recreational divers completed questionnaires distributed through Maltese dive centres and QR codes at major wreck sites such as Ċirkewwa Marine Park, Żurrieq, and Manoel Island. These captured demographics, motivations, and satisfaction levels. In parallel, a semi-structured interview with two senior managers at the Malta Tourism Authority (MTA) provided insight into national strategy. Sampling combined convenience and purposive

techniques. Data analysis involved descriptive statistics and thematic coding to triangulate motivations, experiences, and management challenges.

RESULTS AND DISCUSSION

Results indicate that intrinsic motives dominated: fun, exploration, and adventure were cited by over half the respondents as primary reasons for wreck diving. Enjoyment and curiosity outweighed extrinsic considerations such as prestige or price. These findings strongly align with Self-Determination Theory and demonstrate that divers pursue wreck diving as an internally rewarding activity. Respondents also described a “sense of tranquillity” and “connection to history,” reflecting elements of both flow and heritage-based fulfilment. Over 83% of divers reported that their experiences met or exceeded expectations. They praised Malta’s visibility, accessibility, and the authenticity of sites such as Um El Faroud and P29. Many were emotionally moved by the wartime memorial significance of these wrecks. Nevertheless, infrastructure

issues persist: respondents cited a lack of showers, restrooms, and parking facilities, as well as crowding and limited historical signage. These concerns confirm Caruana & Sultana’s (2021) earlier observations that Maltese dive sites have grown faster than their management capacity. Interviews with MTA managers contextualised these results within policy. Officials acknowledged infrastructural deficiencies but highlighted ongoing projects, including refurbishment of the Żurrieq site, expansion of diver parking, and pilot webcam systems for real-time sea condition monitoring. A proposal for an underwater museum was also discussed, aimed at integrating heritage interpretation with marine conservation. These efforts align with the 2022 strategic plan “Developing a Sustainable Diving Industry in the Maltese Islands.” Coordination across tourism, environmental, and local agencies remains a challenge, as ecological sensitivities require extensive clearance procedures. Despite this, the MTA’s focus on quality assurance underscores a longterm vision of sustainable competitiveness.

Discussion of the combined data reveals that Malta’s competitive advantage lies in its synergy of environmental and cultural assets: warm, clear waters, accessible wrecks, and compelling historical narratives.

However, this advantage is threatened by infrastructure gaps that limit diver satisfaction. As Stolk et al. (2007) and Garrod & Wilson (2003) argue, divers’ experiences depend as much on surface facilities and management as on underwater conditions. Moreover, wreck diving holds a dual sustainability potential: it diverts pressure from natural reefs by drawing divers to artificial sites (Granan et al. 2015), but unmanaged visitation can endanger wreck integrity and marine biodiversity. Respondents’ repeated requests for

interpretive signage suggest an emerging environmental ethic consistent with Edney’s (2006) assertion that informed divers become active stewards of heritage sites.

IMPLICATIONS

The research therefore carries several implications. First, Malta must invest in consistent site upgrades to maintain its international standing. Second, interpretive initiatives plaques, digital guides, and museum experiences can transform wrecks into educational heritage assets. Third, diver education programmes should promote eco-friendly behaviour and historical respect. Finally, diversification of dive sites through artificial reefs and marine parks can spread visitor pressure and extend seasonal demand. Integrating data-driven monitoring

“

” Malta must invest in consistent site upgrades to maintain its international standing.

will ensure adaptive management and longterm resilience.

CONCLUSION

In conclusion, the study confirms that wreck-diving tourists in Malta is primarily driven by intrinsic motivations centred on enjoyment, discovery, and challenge. Malta’s appeal is reinforced by its accessibility, environmental quality, and historical depth. Yet long-term competitiveness depends on targeted infrastructural improvements and enhanced environmental interpretation. By uniting motivational theory with empirical tourism analysis, this research contributes a replicable framework for balancing adventure tourism growth with cultural preservation and ecological sustainability.

SELECT BIBLIOGRAPHY

Biasutti, M. (2017). Flow and Optimal Experience in Sport and Adventure Tourism. Annals of Leisure Research, 20(4), 1–15. H Cherry, K. (2024). Self-Determination Theory Explained. Verywell Mind.

Caruana, S. & Sultana, K. (2021). Diving Tourism in the Maltese Islands: Patterns, Motivations and Management Issues. Institute of Tourism Studies, Malta.

Dimmock, K. & Musa, G. (2015). Scuba Diving Tourism. Routledge.

Edney, J. (2006). Managing the Human Impact of Recreational Wreck Diving. Tourism in Marine Environments, 3(2), 93–107.

Edney, J., Dimmock, K. & Boyd, W. E. (2021). Motivations and Experiences of Wreck Divers in the Asia-Pacific Region. Journal of Sustainable Tourism, 29(2–3), 195–217.

Garrod, B. & Wilson, J. C. (2003). Marine Ecotourism: Issues and Experiences. Channel View Publications.

Granan, D., Kovanin, M. & Zekin, A. (2015). Artificial Reefs and Marine Life Development around Wreck Sites. Marine Biodiversity Records, 8, 89–101.

Stolk, P., Markwell, K. & Jenkins, J. (2007). Artificial Reefs as Tourist Attractions: Implications for Marine Conservation. Tourism Management, 28(6), 1511–1519.

The American Women’s College Psychology Department & McGrath, S. (2021). Sensation-Seeking Theory: Understanding Risk Motivation. Springfield College Press.

“

” Integrating data-driven monitoring will ensure adaptive management and long-term resilience.

The Maltese Tourism Industry Now Has Its Own ‘Beautiful’ AI Solution –An interview with Prof. Alexiei Dingli

MARTIN DEBATTISTA SENIOR ACADEMIC AND EXECUTIVE EDITOR – FUTOURISTIC

The Maltese tourism industry is being offered the first virtual concierge powered by artificial intelligence (AI), with the aim of providing a more efficient and more personalised service to hotel guests and tourists in general. Aptly named Bella (which means ‘beautiful’ in Italian), it comes complete with a chatbot and full integration with current hotel operations and information and communication technology set-ups. Futouristic spoke to Prof. Alexiei Dingli, a leading academic on AI and a designer of the solution developed by Digital Brain.

What is the origin of the idea to develop Bella.mt for the Maltese tourism and hospitality industry? Is it simply riding the artificial intelligence wave or are there proven benefits for the tourism industry?

The idea did not come from a trend on social media. It came from a real challenge at Palazzo Ignazio in Valletta. Mark Bajada, who co-owns Digital Traffic Brain, faced the daily challenge of finding people who were excellent at their job, proactive with guests, and comfortable in several languages. That mix is rare in a small labour market like Malta, where demand changes with the seasons and language needs change with the guests who arrive each week. Bella was built to handle the repetitive, always-on aspects of service, allowing the team to

focus on the warmth and judgement that define Maltese hospitality. The benefits are practical, not fashionable. Guests receive faster replies, fewer enquiries are lost, bookings are smoother, and staff have more time to create memorable moments.

The tourism and hospitality industry is very people-focused. How does the implementation of artificial intelligence in this industry affect human resources? What is the typical process for a hotel to transition towards “Operational Transformation” using Bella, and what support mechanisms are in place to ensure seamless adoption of the technology by existing staff members? This technology should protect people’s time, not replace it. Day to day, Bella

handles high-volume, simple tasks such as questions about facilities, straightforward bookings, and minor changes. This lets colleagues focus on empathy, problemsolving, and thoughtful selling. The change starts with a clear talk about today’s problems and what success looks like. We then connect Bella to the tools the hotel already uses, such as reservations, restaurant tables, room service, and partner excursions. We also teach Bella how the property works by adding service standards, menus, policies, and the right tone of voice. A short pilot follows, focused on everyday tasks so we can learn quickly. Staff receive short and practical coaching on supervising the assistant, taking over a conversation, and adding details to guest preference cards. Ongoing support includes an operator view for instant handover, quick help when questions arise, and regular improvement sessions so the system keeps improving alongside the team.

How specifically does Bella’s capacity to remember guest preferences, speak multiple languages, and provide tailored recommendations redefine what is considered “luxury hospitality” for modern travellers?

Luxury today means removing friction quietly. When a returning guest gets their preferred pillow, their usual breakfast table, and is not asked again about dietary needs, the stay feels personal. When the conversation flows in the guest’s own language on the channel they already use, planning feels as easy as messaging a friend. When suggestions change with the day, for example, leaving earlier because the main streets are busy or choosing a bistro because a festival has shifted crowds, service feels thoughtful rather than routine. Modern travellers see luxury as being known, understood, and gently guided without fuss.

Given the focus on cutting costs and increasing efficiency in hotels, how can you guarantee that relying on artificial intelligence rather than human interaction enhances the luxury experience for guests?

You guarantee it by design. From the start, we set firm rules to immediately move any sensitive, emotional, or high-value situation to a person. Colleagues remain the decision-makers for gestures of goodwill, upgrades, and delicate conversations. The assistant does the groundwork by preparing information, drafting options, surfacing preferences, and keeping everything tidy. Managers review real conversations and adjust the behaviour regularly. The result is simple. Technology clears the routine work so people can guide the guests with care.

The service claims to provide assistance 24/7. In what circumstances does Bella need to hand off a request to a human operator?

Handover occurs when a guest requests someone or when the tone indicates frustration, confusion, or distress. It also happens when identity or payment needs careful checks, when a partner system fails, when safety or health is involved, or when a very special or complex itinerary appears. In these cases, a colleague takes over through the operator view and resolves the matter with human judgement.

Considering Bella facilitates seamless booking integration for restaurant reservations, room service, and excursion bookings, how does the system actively drive more direct bookings and revenue for hotel partners?

It helps by letting guests ask, decide, and book in the same conversation. When the answer and the action sit together, there is no need to jump to another site where attention can drift and a booking can be lost. Because the conversation feels natural and personal, the hotel can make gentle, well-timed suggestions that suit the guest’s day, such as an upgrade when rooms allow, a spa visit when the weather turns, or a later table if a flight is delayed. Each nudge is small and polite. Together, they move more business directly to the hotel and raise the value of the stay.

“

” Technology clears the routine work so people can guide the guests with care.

Bella offers comprehensive assistance, including “basic hotel services” up to “advanced” assistance. What is an example of a truly advanced service that Bella provides that a human concierge could not achieve?

A good example is instant itinerary replanning at scale. Imagine several families affected simultaneously by a late flight and heavy traffic. Bella can reshuffle each timetable in seconds, move transfers, rebook tickets, alert restaurants, and confirm new times with all parties, quietly and accurately, even in the middle of the night. A great concierge can do this for one or two parties, but not for many at once, while also handling arrivals and other issues. This is where a digital assistant complements human excellence rather than competing with it.

Given Bella offers round-the-clock concierge intelligence powered by live search, real-time flight updates, traffic conditions, and venue alerts, what is the underlying mechanism that ensures the constant immediacy and reliability of this crucial information for guests?

Think of Bella as a conductor managing different sections at once. It draws information from several trusted sources, checks how recent each piece is, and resolves differences when two sources disagree. When confidence is low, it asks a clear question or passes the case to a human colleague. This mix of careful automation and human oversight keeps information timely without losing trust, which is vital when travellers must make quick decisions.

What specific types of guest data does Bella collect and store, and how is this sensitive personal information secured, especially since it operates across various third-party platforms like WhatsApp, Telegram, and text messaging?

Only the information needed to serve the guest well is collected. This includes name and contact details, preferred language, dates of stay, party size, room and service choices, known preferences such as dietary needs, relevant conversation history, and

records of bookings or approvals. The hotel remains the decision-maker about this data, and Bella acts as a service provider. Protection is layered. Access is limited to the right people for the right reasons, activity is logged, and retention periods are sensible. Guests can ask to see what is held about them or to have it removed. For messaging channels, WhatsApp supports secure conversations. Traditional text messaging does not provide the same protection, so sensitive details are avoided there.

The service is fundamentally changing how guests interact with hotels. What has been the most surprising feedback received from hotel staff regarding the introduction of Bella and the impact it has had on their day-to-day roles and workflow efficiency?

Two reactions appear often. Night teams say their shifts are calmer because the stream of simple questions no longer builds a queue, and the conversations that reach them truly need human attention. Frontof-house teams say the work feels more meaningful because they spend less time repeating facts and more time creating memorable moments, such as welcoming a family celebrating something special, solving a tricky problem, or offering a welljudged upgrade. Managers also notice that new colleagues settle in faster because the assistant handles the heavy lifting while they build confidence.

Anything else you would like to add? Malta can lead in hospitality technology because we are small, quick to act, and proud of our welcome. Bella was born here to solve a Maltese problem at Palazzo Ignazio and has grown into a tool that lets our people do what they do best. It helps us anticipate needs, remove friction, and delight guests. If we keep people firmly in charge, measure results honestly, and invest in our teams, technology will not replace Maltese hospitality. It will make it shine even brighter.

“

” This mix of careful automation and human oversight keeps information timely without losing trust, which is vital when travellers must make quick decisions.

Women in Managerial

Positions in 5-Star Hotels in Malta

HANNAH GONZI

BACHELOR IN INTERNATIONAL HOSPITALITY MANAGEMENT (HONS.)

INTRODUCTION

This dissertation explores the challenges affecting the career progression of women seeking managerial positions within 5-star hotels in Malta. The hospitality industry is traditionally seen as male-dominated, and despite a recent increase in female employees, the underrepresentation of women in senior management posts remains a significant concern. The emancipation of women has increased opportunities and empowerment but has simultaneously highlighted challenges stemming primarily from societal gender stereotyping and patriarchy. This study aims to explore the selection framework used to attain and retain these positions,

investigating various challenges, such as family responsibilities, work-life balance, gender discrimination, and bias. It seeks to identify key enablers, such as mentorship, that support women’s advancement.

LITERATURE REVIEW

The literature review analyses the historical perspective of women’s traditional roles in hospitality, contrasting the pre-20th century context with developments post-20th century. Scholarly articles and academic journals were analysed to provide current information on the challenges women face internationally and within Malta when aspiring to managerial positions.

Previous research highlights that the

industry is still traditional, with covert gender discrimination and bias still prevalent, which particularly affects women in hospitality. Studies indicate that few women reach managerial levels due to interconnected factors, including household responsibilities, low experience or exposure to managerial skills, distinct leadership styles, personality clashes, and limited opportunities. The theoretical challenge often stems from societal gender stereotyping and patriarchy. Literature suggests that the selection framework for women aspiring to managerial positions often compares female candidates to the ideal “gold standard” worker, typically assumed to have a flexible schedule and be

available at the commitment of work, which inherently disadvantages women due to assumptions around family responsibilities.

RESEARCH METHODS

The study adopted a mixed methodology research approach to triangulate data and interpret results within the context of academic literature. The research design was guided by the philosophical paradigm of pragmatism, which seeks practical solutions to a stated problem.

The qualitative research involved conducting semi-structured interviews with five high-ranking officials working in leading 5-star hotels, including human resources managers, directors, and a general manager. Interpretivism was the philosophy applied to these interviews, facilitating a deeper understanding of real-life experiences and stories through thematic analysis. The selection of these participants was based on their direct involvement in critical functions such as recruitment, policy implementation, and leadership development, offering insight into organisational and strategic views on gender-related decisions. Thematic analysis was executed using the six phases suggested by Braun and Clarke (2006).

involved descriptive and inferential statistics using SPSS.

DISCUSSION AND ANALYSES

The discussion synthesised findings from both quantitative data (questionnaires) and qualitative data (interviews) through triangulation.

Selection Framework and Progression Challenges: While interview participants asserted that selection processes are transparent and competence-based, relying on qualifications and experience, the research revealed evidence of hidden gender bias. This bias often compares female candidates to the “ideal worker,”

73.8 per cent of survey respondents feeling encouraged. Notably, the quantitative data showed a statistically significant relationship between feeling encouraged to apply for a promotion and the gender of the person providing the encouragement. This finding aligns with literature suggesting that female protégés often prefer same-gender mentoring relationships. Mentorship itself emerged as a key enabler identified in the research.

Operational Challenges and Retention: The central research questions probed whether women face challenges retaining managerial positions. The challenges explored included family responsibilities, work-life balance, gender discrimination, and bias. Qualitative analysis themes drawn out included: challenges to progression, retention and work-life balance, workplace culture, mentorship, and leadership gender dynamics. These barriers are acutely felt by women in the hospitality sector, a traditional industry where bias, albeit covert, is common. Furthermore, women in catering sections specifically noted a lack of female leaders.

Previous research highlights that the industry is still traditional, with covert gender discrimination and bias still prevalent, which particularly affects women in hospitality.

The quantitative research comprised distributing questionnaires to female employees in 5-star hotels in Malta, irrespective of their department or rank. This targeted the top ten 5-star hotels. The sampling method employed was convenience sampling, chosen for its accessibility to the population (all women working in 5-star hotels) and efficiency within the time frame. The final sample size was 62 valid responses, which aligns with the recommended guidelines for ex-post facto and experimental research requiring samples of more than 30. Data analysis

typically defined as one having a flexible schedule and availability to be constantly responsive to work commitments. This standard places women at a disadvantage due to entrenched societal gender roles related to caregiving. Although 73.8 per cent of respondents felt encouraged to pursue further advancements, 53.2 per cent indicated facing obstacles.

Roles and Support Systems: The data confirmed the importance of support and encouragement for career progression, with

Conclusion

on Underrepresentation:

The combination of data confirmed that women are still underrepresented in top managerial positions in 5-star hotels in Malta. The research contributes to the knowledge gap by providing raw, honest opinions and real-life experiences, particularly focusing on the challenges faced in ascending the hierarchical ranks of management.

RECOMMENDATIONS

To foster an equitable environment, several recommendations were drawn up. Evaluation for promotions and recruitment, as well as performance appraisals, should rely solely on competences and measurable output. The study strongly advocates

“ ” These barriers are acutely felt by women in the hospitality sector, a traditional industry where bias, albeit covert, is common.

for introducing the concept of ‘care masculinity’ to ensure that caregiving is seen as a burden shared within families, thus breaking standard gender stereotypes and alleviating the disproportionate responsibility currently held by women. Furthermore, training should incorporate inclusivity and gender awareness. Organisations must actively support change through improved communication, empathy, and inclusive policies, rather than placing the burden of change solely on women.

CONCLUSION

This study successfully investigated the factors impeding women’s career progression in 5-star hotels in Malta, confirming that structural and societal challenges, particularly covert gender bias and unbalanced family responsibilities, contribute to underrepresentation in senior

roles. The selection process, although ostensibly competence-based, often relies on an ideal worker standard that disadvantages women. While key enablers like mentorship were identified, the findings underscore the need for organisational and societal reforms, notably through promoting equitable sharing of care responsibilities and implementing output-based evaluations, to achieve genuine gender equality in leadership within the Maltese hospitality sector.

SELECT BIBLIOGRAPHY

Blake-Beard, S. (2011). Matching by race and gender in mentoring relationships: Keeping our eyes on the prize. Journal of Social Issues, 67(3), pp. 622–643.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3, pp. 77–101.

Couto, S. S. & M. J. (2023). Gender Bias in the Hospitality Sector: Female and Male Jobs. [Journal Name not specified in excerpt], 6(1), pp. 292–297.

Eurofound (2018). Women in management: Underrepresented and overstretched? Luxembourg: Publications Office of the European Union.

Faizan R., N. S. H. A. (2018). The effectiveness of feminine and masculine leadership styles in relation to contrasting gender’s performances. Polish journal of management studies, 17(1), pp. 78–92.

Gravetter, F. J. & Wallnau, L. B. (2015). Statistics for the Behavioral Sciences 10th edn. s.l.: Cencage Learning.

“ ”

The combination of data confirmed that women are still underrepresented in top managerial positions in 5-star hotels in Malta.

Memon, M. A. et al. (2020). Sample size for survey research: review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), pp. i-xx.

Mooney, I. R. & S. (2008). A woman’s place in hotel management: upstairs or downstairs?. Gender in Management, 23(1), pp. 197–205.

Narayanan, E. (2017). Women in Management: Breaking Barriers on Female Career Advancement in the Hospitality Industry. Journal of Hospitality and Tourism, 14(1).

Saunders, M. N. K., Lewis, P. & Thornhill, A. (2016). Research methods for business students. 9th edn. s.l.:s.n.

The Challenges Faced by Coeliac Patrons in Local Fine-Dining Restaurants

CRAIG GAUCI

BACHELOR

IN CULINARY ARTS (HONS.)

INTRODUCTION

This dissertation investigates the specific challenges encountered by coeliac patrons when dining in local fine-dining restaurants in Malta. Coeliac disease is a lifelong autoimmune disease requiring a strict gluten-free diet, making food safety paramount. The research was motivated by a need to study whether Malta’s fine-dining sector adequately addresses the needs of this

medically vulnerable population. The central research question is: “What specific challenges do coeliac disease individuals encounter when dining in local fine dining restaurants?” The study aimed to assess the extent of awareness and adaptation among restaurants and evaluate staff training concerning allergen management.

LITERATURE REVIEW

The literature review addressed coeliac disease, gluten-free diets, and the nuances of fine-dining operations in Malta. Finedining is characterized by high quality ingredients, sophisticated preparation, elegant service, and refined ambiance.

International and EU regulations underscore the necessity of clear allergen control and food safety policy. However, the literature

reveals persistent global issues regarding cross-contamination and inadequate staff knowledge in food service environments. Gluten-free food innovation focuses on improving the texture and nutrition of alternatives (such as using novel starches or hydrocolloids) to satisfy discerning diners. The need for standardized allergen management is paramount to ensure the safety and inclusion of coeliac patrons.

RESEARCH METHODS

The study adopted a mixed-methods approach to enhance validity through triangulation, combining quantitative breadth with qualitative depth. This

sequential approach linked statistical patterns from consumer feedback with qualitative insights from industry professionals to gain a comprehensive understanding of the complex problem.

An online questionnaire (32 questions) was projected via Microsoft Forms and distributed using a purposive sampling technique, leveraging platforms like the Coeliac Association Malta Facebook page. The survey gathered a substantial number of responses (129 participants) and covered demographics, dining habits, challenges experienced, perception of gluten-free dishes, and staff feedback.

Quantitative data analysis involved statistical presentation of patterns and descriptive findings.

Face-to-face semi-structured interviews were conducted with six head chefs from finedining restaurants across Malta. Participants were selected based on the type of establishment (Michelin-starred, standalone, or five-star hotel-based) to ensure diverse industry perspectives. Thematic analysis was rigorously applied to the audiorecorded transcripts, focusing on themes such as awareness of coeliac disease, food handling practices, and staff training. Ethical guidelines, including anonymity and informed consent, were strictly followed.

DISCUSSION AND ANALYSES

The discussion integrated findings from patrons and chefs, highlighting consistent gaps in safety and training.

Cross-Contamination Crisis:

Cross-contamination emerged as the single most significant challenge. Over 83% of coeliac survey respondents reported encountering crosscontamination “sometimes” or “often” while dining out. Frequent causes identified included the use of shared fryers, utensil contamination, and unsegregated buffet zones. This high figure validates the experiences of medically vulnerable patrons and confirms alignment with international concerns regarding gluten contamination risks in food services.

Staff Knowledge and Training:

The research indicated inconsistent staff training and low customer confidence. The subsidiary research question investigated the type of training employees receive. While the interviews provided insight into current practices, the high rate of reported cross-contamination suggests that current training efforts—if present—are insufficient or inconsistent across the sector. The voluntary nature of certification implies a lack of standardisation and a reactive approach to allergen control.

Menu Innovation and Inclusion:

The absence of sufficient culinary innovation in gluten-free options was noted as a

limitation. Accommodation needs to go beyond simply providing safe meals; it must also ensure the coeliac patron feels included in the fine-dining experience through thoughtful, innovative dishes. The lack of menu participation and innovation contributes to the overall low customer confidence identified in the study.

Industry Awareness: The findings confirmed that while some restaurants show good practice (notably Michelinstarred ones), the majority of the fine-dining sector fails to meet expectations regarding

safety, inclusion, and communication, suggesting a need for increased awareness and adaptation.

RECOMMENDATIONS

The dissertation advocates for the mandatory introduction of standardised allergen training across the fine-dining sector, coupled with coeliac-friendly certifications to establish quantifiable safety benchmarks. Restaurants should invest in rigorous protocols to eliminate cross-contamination risks, such as utilizing segregated food preparation zones and

dedicated equipment. Furthermore, culinary teams must prioritize menu innovation to move beyond basic accommodations, offering creative, high-quality gluten-free dishes that ensure patron inclusion and satisfaction. Open online communication regarding allergen policies is also crucial.

CONCLUSION

The study concluded that coeliac patrons face substantial, consistent challenges in local fine-dining restaurants, primarily due to alarmingly high levels of crosscontamination (over 83% reported

issues) and inadequate staff training. Accommodating coeliac needs is not just about satisfaction but about safety and positioning Malta’s fine-dining industry as reputable and compliant with international standards. Addressing these gaps through certification and enhanced training is essential to transform the fine-dining experience into one that is truly inclusive and safe.

SELECT BIBLIOGRAPHY

Arnaudov, K. & Naumov, K. (2022). Offering Gluten – Free Meals on Restaurant Menus. HORIZONS.A, 31.

Biesiekierski, J. R. (2017). What Is Gluten? Journal of Gastroenterology and Hepatology, 32(S1), pp. 78–81.

Caio, G. et al. (2019). Celiac Disease: A Comprehensive Current Review. BMC Medicine, 17(1).

Creswell, J. W. & Plano Clark, V. L. (2018). Designing and Conducting Mixed Methods Research. 3rd edn. Thousand Oaks, CA: SAGE Publications.

Damasceno, R. P. B. et al. (2024). Risk of Gluten Cross-Contamination due to Food Handling Practices: A Mini-Review. Nutrients, 16(8), p. 1198.

Dawadi, S., Shrestha, T. & Giri, R. A. (2021). Mixed-Methods Research: A Discussion on Its Types, Challenges, and Criticisms. Journal of Practical Studies in Education, 2(2), pp. 25–36.

Figueroa-Gómez, X. et al. (2024). Experiences and Perceptions of People with Celiac Disease, Food Allergies and Food Intolerance When Dining Out. Frontiers in Nutrition, 11.

Šálková, D. & Hes, A. (2015). GlutenFree Food - the Influence of Selected Qualitative Characteristics on Consumer Decision Making of Coeliacs in Hospitality Establishments. Czech Journal of Food Sciences, 33(6), pp. 513–517.

Vargas, F. M. de et al. (2024). Celiac Disease: Risks of Cross-Contamination and Strategies for Gluten Removal in Food Environments. International Journal of Environmental Research and Public Health, 21(2), p. 124.

Witczak, M. et al. (2016). Starch and Starch Derivatives in Gluten-Free Systems – a Review. Journal of Cereal Science, 67, pp. 46–57.

“

” Accommodating coeliac needs is not just about satisfaction but about safety and positioning Malta’s finedining industry as reputable and compliant with international standards.

The Effects of Climate Change on Maltese Wine Production

JAEL ELLUL

BACHELOR IN INTERNATIONAL HOSPITALITY MANAGEMENT (HONS.)

INTRODUCTION

This research investigates the effects of climate change on Maltese wine production, focusing particularly on how viticulturists and wine producers are adapting to climatic changes that affect vineyards and terroir in the Maltese Islands. The central research question is: “How can climate change affect the vineyards and terroir of the Maltese Islands?” The dissertation also explores the techniques used for quality winemaking amidst adaptation efforts and assesses the level of knowledge wine consumers possess regarding climate change effects on wine production. While wine is a non-essential product, viticulture is highly sensitive to fluctuations in temperature.

LITERATURE REVIEW

The literature review established that climate change is predicted to impact quality wine production significantly. It explored

the technical challenges, noting that rising temperatures exacerbate water requirements. Techniques covered included the effectiveness of shading nets in reducing temperatures and water stress, the use of different yeasts in fermentation, and strategies involving clones, hybrids, and indigenous grapes.

The review provided context regarding local demand, noting that Malta consumes between twelve and fourteen million bottles of wine annually, vastly exceeding the local production of two to four million bottles. This high demand suggests that local producers should focus on expensive, high-quality wines rather than inexpensive ones. The lack of precipitation and increased air temperature resulting from climate change place vines under stress, requiring increased irrigation.

RESEARCH METHODS

A mixed methodology approach, combining qualitative and quantitative research

methods, was adopted.

The qualitative research involved conducting four semi-structured interviews with experts in the field: two viticulturists (Carmel Cortis and Carmel Borg) and two winemakers/ oenologists (Anton Mangion and Gerald Vella). This method was chosen because the topic is highly technical, requiring expert input. Questions covered the central research question and the first sub-research question (techniques used). Interviews included both open-ended and close-ended questions to gather detailed information while maintaining focus. Thematic analysis (Braun and Clark, 2013) was used to interpret the responses, linking themes to the research matrix and literature review.

An online survey was conducted to address the second sub-research question concerning the knowledge of wine consumers. This was necessary as

producers lacked a clear understanding of their customers’ knowledge levels. The survey was disseminated through social media platforms (such as “Wine Lovers Malta” page) and academic channels to a target market of knowledgeable wine consumers, resulting in 109 responses. The survey included demographic questions (e.g., age and nationality) and knowledge questions assessed using a Likert scale.

DISCUSSION AND ANALYSES

The triangulation of interview and survey data provided comprehensive answers to the research questions.

Viticulturalists argued that the effects of climate change are not yet as drastic as predicted, noting that wine production can still operate effectively, although with increased, costly irrigation. The key climatic effect is the rise in air temperature without a corresponding increase in precipitation, leading to vine stress and decreasing yields. Older vines are struggling the most. Due to the high temperatures, vines are not receding into a long dormancy stage, preventing them from storing enough energy for sufficient grape production. This also leads to an increase in high sugar levels, resulting in high alcohol content in the wines.

The primary adaptation technique used by interviewees is drip irrigation, administered typically once a week during summer. This technique helps keep the vines hydrated, ensuring optimum performance and good aroma, though it may decrease yield, which producers accept as a trade-off for better quality. Shading nets are also commonly used, primarily to repel birds, but they also serve the critical function of protecting grapes from harsh sunlight and heat stress. The use of indigenous grapes is valued for their higher Water Use Efficiency (WUE) compared to international varieties.

The survey results indicated that respondents have general knowledge about the effects of climate change on wine production (e.g., shorter dormancy periods, increased irrigation requirements). However, they are less knowledgeable about how Maltese viticulturists are actively tackling these issues. A large majority

(89.6%) felt that the wine industry does not adequately educate consumers about climate change impacts. Encouragingly, 66% of respondents agreed that knowledge of climate change impacts would influence their purchasing decisions, suggesting a market openness for sustainably produced wines.

RECOMMENDATIONS

Viticulturists should invest in large rainwater reservoirs to collect rainwater during periods of diminishing frequency and intensity, helping to maintain vine health and reduce irrigation costs. Although drip irrigation is already in use, the study recommends its continued application, along with exploring clay-based irrigation technology. Furthermore, the industry must significantly increase its efforts to educate the public on the struggles and increasing production costs related to climate adaptation in Malta, potentially leading to greater consumer support for sustainable, locally produced wines.

CONCLUSION

The research concluded that while climate change presents serious challenges, particularly rising temperatures and water stress, Maltese wine production remains viable through costly adaptation techniques like extensive irrigation and the secondary benefits of shading nets. A critical finding pertains to consumer education: despite possessing general climate change awareness, the public remains largely uninformed about local adaptation efforts. Future sustainability relies on greater water infrastructure investment and improved transparency between producers and consumers.

SELECT BIBLIOGRAPHY

A Maltese Pantry (2020). From soil to vine, meeting a Maltese vigneron. A Maltese Pantry, 10 October.

Balbontin et al. (2021). Effect of Shading Nets on Yield, Leaf Biomass and Petiole Nutrients of a Muscat of Alexandria Vineyard growing under Hyper Arid conditions. Horticulture

Barber, N., Taylor, C. & Strick, S. (2023). Wine consumers environmental knowledge and attitudes: Influence on willingness to purchase pp. 59–72.

Drori, E. et al., 2022. The Effect of Irrigation-Initiation Timing on the Phenolic Composition and Overall Quality of Cabernet Sauvignon Wines Growth in a Semi-Arid Climate. MDPI foods, Volume 11.

Gisbert, C. et al. (2022). Characterization of Local Mediterranean Grapevine Varieties for their Resilience to Semi-Arid Conditions under a Rain Fed Regime. MDPI Agronomy, 12.

Jagosz, B. et al. (2022). Effects of the forecast air temperature change on the water needs of vines in the region of Bydgoszcz, Northern Poland. Agronomy, 12, pp. 1–15.

Mezei, L. et al. (2021). Meeting the demands of climate change: Australian consumer acceptance and sensory profiling of red wines produced from non-traditional red grape varieties. Oeno one, 55.

Pal-Fam et al. (2022). Effects of the forecast air temperature change on the water needs of vines in the region of Bydgoszcz, Northern Poland. Agronomy, 12, pp. 1–15.

Ptach et al. (2022). Effects of the forecast Air temperature change on the water needs of vines on the region of Bydgoszcz, Northern Poland.

ITS Events Timeline

The last few months moved fast. We had big wins and made bold shifts. A few “did-that-really-happen?” moments. This snapshot lays out the beats and the energy that carried the Institute forward since the last issue.

29 MAY

Global Hospitality Education Leaders Convene in Malta for Annual Alliance Network Meeting

The Institute of Tourism Studies (ITS) has proudly hosted the annual Board of Directors meeting of The Alliance Network, a prestigious global network of top-tier hospitality educational institutions. Last week, 21 esteemed representatives from 14 different countries have gathered in Malta to chart the future of hospitality education and collaboration.

3 JUNE

ITS and SIT Inaugurate China-Europe Tourism & Gastronomy Cultural Exchange Centre in Shanghai

The event included chef-led demonstrations, symposiums, community cooking projects, and bilingual training opportunities, with participation from SIT delegations, chefs, students, and senior management. Official establishing the Cultural Exchange Centre, the launch of the Culinary Cultural Inheritance & Creativity Base, and the development of an online platform to support ongoing academic and industry exchange.

27 JUNE

A new collective agreement has been signed between ITS and MUT, offering a significant improvement in conditions for ITS academics

The investment includes robust salary increases, accelerated career progressions, new allowances and the introduction of Professorship. As ITS continues to grow as a centre of excellence in tourism and hospitality education, the agreement will further enhance the professional development and wellbeing of its academics through improved conditions of employment and a supportive teaching environment whilst ensuring the enhancement of the student experience, which remains central in the journey and success of its students.

24 JULY

Institute of Tourism Studies expands its Asian partnerships with new agreements in China

Through these partnerships, students of ITS and its partner institutions in Asia can gain exposure to European and Asian hospitality practices, establish industry contacts within international tourism networks and engage in other knowledge-sharing and cultural exchange opportunities, in a safe, English-speaking academic environment.

26 SEPTEMBER

Institute of Tourism Studies Welcomes a Record of 400 New Students for 2025/26 Academic Year

A highlight of the day was the cultural dance and musical presentation by students of the Malta International School (MIS), ITS’s satellite campus in Shanghai, China. These students are currently following a one-month summer programme in Malta, accompanied by Ye Yinzhong, President of the Shanghai Industrial and Commercial Polytechnic; Zhang Yang, President’s Assistant and Dean of the Malta International School; Xu Huifang, Associate Dean of the School of Education; Zhang Chao, Lecturer at the School of Jewellery and Art Design; and Ju Renbin, Lecturer of Gastronomy at PICH School of Service/ Malta International School.

14 OCTOBER

Institute of Tourism Studies celebrates the opening of the academic year 2025/6 in China

The Institute of Tourism Studies (ITS) officially opened the academic year 2025/6 at its satellite campuses in Shanghai and Zhengzhou in China. The opening ceremony for the academic year was held at Zhengzhou Tourism College in Zhengzhou. This marks the first cohort of 31 students enrolled in the Undergraduate Diploma in Tourism Management programme.

12 NOV

The Institute of Tourism Studies and Albania’s Preca College in Korce Sign an Agreement to strengthen cross-border academic relations

The agreement establishes a structured partnership through which ITS will award five annual scholarships to eligible students from Preca College. These scholarships reflect a shared commitment to nurturing talent, strengthening regional cooperation, and creating pathways for students to access world-class tourism education.

3 DECEMBER 1 DECEMBER

ITS Marks the Success of Over 300 Graduates at the Annual Graduation Ceremony

Over 300 graduates marked their academic achievements during the Institute of Tourism Studies (ITS) graduation ceremony. The graduates represented various academic levels, ranging from Foundation to Master’s Degree programmes. The event also featured a special moment recognising the Honoris Causa recipients for their valuable contribution to the industry.

ITS and The Malta Trust Foundation Sign MoU to Create Disability-Inclusive Training Centre at Ta’ Saura

Ta’ Saura has worn many roles throughout Malta’s history. Today, it takes on a new purpose. With a Memorandum of Understanding signed by the Institute of Tourism Studies and The Malta Trust Foundation, the old Rabat landmark is set to become something Malta has long needed: a place where young people with disabilities get practical training, real jobs, and genuine dignity.

Micro herbs (Image credit: Marco Verch at https:// www.ccnull.de/fotograf/marco-verch/ )

Culinary Flavours: Exploring the Culinary Potential of Micro Herbs and Their Impact on Modern Gastronomy in Malta

MIGUEL FARRUGIA

BACHELOR IN CULINARY ARTS (HONS.)

INTRODUCTION

This research investigates the adoption and application of micro herbs within Malta’s fine dining sector. Micro herbs are delicate, young seedlings of vegetables and herbs, increasingly recognised for their ability to enhance flavour, texture, and presentation. In the global food industry, driven by rising consumer demands for functional foods and aesthetic plating, micro herbs have emerged as versatile ingredients. However, within the local Maltese context, their use remains minimal and largely unexplored,

despite the local culinary sector’s ambition to refine itself as a fine dining destination. This research aims to explore the culinary potential and practical application of micro herbs, examining factors influencing their adoption and availability, thereby contributing practical insights for chefs, growers, and policymakers interested in expanding the role of micro herbs in Malta’s culinary future. The central question guiding this study is: “How can micro herbs enhance the quality and presentation of food in fine dining cuisine in Malta?”

LITERATURE REVIEW

The literature review established the definition and role of micro herbs (a type of microgreen), distinguishing them by their more pronounced and condensed flavour. Historically used in ancient practices, micro herbs gained modern prominence in the 1980s in high-end establishments, driven by the farm-to-table movement. Micro herbs are valued not just for aesthetic appeal (vibrant colours, versatility) but also for their high nutritional density, boasting concentrated bioactive compounds, including higher concentrations

of vitamins C, K, and E compared to their mature counterparts. For example, radish microgreens may hold up to 40 times more Vitamin C than their older versions. In modern gastronomy, they contribute significantly to presentation, flavour complexity, and texture in sophisticated dishes. Globally, market trends favour micro herbs due to increasing demand for functional, locally sourced, and sustainable products, aligning with urban farming techniques like hydroponics and vertical farming. However, in Malta, micro herbs are not part of the traditional pantry, and their impact remains undiscovered, providing a substantial gap in academic research. Challenges identified include the short shelf life of the herbs, high initial costs of systems like hydroponics, and supply chain issues related to the import of seeds and fertilisers.

RESEARCH METHODS

The study adopted a qualitative approach, underpinned by the research philosophy of Pragmatism, which suited the flexibility required to explore both agricultural realities and gastronomic motivations. The methodology used a combined approach of semi-structured interviews with local micro herb growers and qualitative questionnaires (with open-ended questions) distributed to head chefs and restaurant managers.

A non-probability purposive sampling method was used, targeting participants (chefs, restaurateurs, and growers) based on their expertise and experience in fine dining and ingredient sourcing. The final sample included 17 head chefs/managers and three local micro herb growers. This sample size was deemed sufficient to achieve data saturation within the context of the small island. Data analysis primarily employed Thematic Analysis, following Braun and Clarke’s six-phase model, to

identify recurring patterns and ideas. Interpretative Phenomenological Analysis (IPA) was also used to delve deeper into the personal experiences and motives of the growers. Descriptive statistics, calculated using Microsoft Excel, supported the thematic findings by tabulating frequency data on sourcing and preferences. This mixed analytical approach ensured a comprehensive interpretation of the industry’s dynamic and fragmented system.

DISCUSSION AND ANALYSES

The analysis confirmed a high degree of integration of micro herbs in the Maltese fine dining environment, driven heavily by aesthetics and, secondarily, by flavour complexity, but revealed systemic sourcing challenges and limited consumer pull.

“

go out, you wear a watch which completes your outfit”. Chefs gauge effectiveness primarily by visual impact and the flavour balance (e.g., using zesty microgreens to aid palate stimulation in a fatty dish). However, despite strong literature on their high nutritional value (e.g., radish microgreens possessing 40 times more Vitamin C), chefs rarely mentioned nutritional benefits as a motivation for use, indicating a missed opportunity to leverage their full functional value.

While chefs and growers agree that micro herbs are inextricably linked with modern fine dining, the product remains largely a professional-driven choice. 70.6% of chefs reported no noticeable change in customer demand for dishes incorporating fresh micro herbs. This suggests a disconnection between the industry’s professional appreciation and the public’s awareness or interest. Growers, however, were unanimous and confident about future growth, linking it to the trend among younger, experimenting chefs and international influences.

The analysis confirmed a high degree of integration of micro herbs in the Maltese fine dining environment, driven heavily by aesthetics and by flavour complexity.

Micro herbs are regularly used by 58.8% of surveyed chefs. The primary reason for use was enhancing the visual appeal (41.2%), followed by enhancing taste and flavour complexity (35.3%). This aesthetic priority was confirmed by growers, one of whom metaphorically described micro herbs as an “accessory, such as when you

Most chefs (52.9%) prefer to source micro herbs from local growers. The biggest challenge reported by chefs was the limited availability from local suppliers (47.1%) and the lack of consistency in quality (41.2%). Growers cited significant challenges, including the harsh local climate (especially controlling heat and humidity in greenhouses during summer), and logistical issues related to traffic and the high cost of importing seeds and fertilisers from Europe. To counter the critical short shelf life, all interviewed growers sell their micro herbs rooted in punnets, dramatically increasing freshness retention.

All growers interviewed reported adopting organic and chemical pesticide-free cultivation. They consistently implement sustainable methods, including vertical

farming (for space saving), drip irrigation, water recycling, and composting used substrate. This innovation demonstrates environmental awareness. Despite this commitment, all growers expressed unanimous dissatisfaction with the lack of direct government support or incentives. Encouragingly, 35.3% of chefs stated they were willing to pay a premium price for high-quality, organic, or locally grown products.

RECOMMENDATIONS

To ensure the long-term sustainability and maximize the culinary impact of micro herbs in Malta, targeted recommendations are necessary. Chefs must be encouraged to embrace the nutritional and functional potential of micro herbs, moving beyond aesthetic garnishes. Growers should develop a seasonal availability database to improve consistency and communication with chefs. Critically, policymakers must incentivize support for small-scale growers, particularly through funding for resource-

efficient systems like hydroponics, to strengthen the fragile local supply chain against climate and cost pressures. Finally, marketing efforts should emphasize the health benefits of micro herbs to expand demand beyond the restaurant industry and into the general public.

CONCLUSION

This dissertation confirms that micro herbs are firmly entrenched in Malta’s fine dining scene, primarily serving a highvalue aesthetic and flavour-enhancing role,

which aligns with international trends. However, the ambitious implementation of this trend is hampered by the asymmetry of the supply chain: while chefs benefit from the perceived quality, growers bear the full brunt of climate and logistical challenges, exacerbated by insufficient governmental support. The study revealed a significant untapped potential in leveraging the nutritional benefits of micro herbs and fostering greater public awareness. Ultimately, transforming micro herbs from a high-end garnish to a stable culinary component requires systemic support, education, and political will to overcome the infrastructural and economic constraints inherent to small island agriculture.

SELECT BIBLIOGRAPHY

Bhaswant, M. et al. (2023) ‘Microgreens—A Comprehensive Review of Bioactive Molecules and Health Benefits’, Molecules, 28(2), p. 867. [Online] Available at: https:// doi.org/10.3390/molecules28020867

Caracciolo, F. et al. (2020) ‘Sensory Attributes and Consumer Acceptability of 12 Microgreens Species’, Agronomy, 10(7), p. 1043. [Online] Available at: https://doi. org/10.3390/agronomy10071043 .

Dubey, S. et al. (2024) ‘Microgreens Production: Exploiting Environmental and Cultural Factors for Enhanced Agronomical Benefits’, Plants, 13(18), p. 2631. [Online]

Available at: https://doi.org/10.3390/ plants13182631

Enssle, N. (no date) ‘Microgreens: Market Analysis, Growing Methods and Models’. https://microgreensworld.com/. Available at: https://microgreensworld.com/microgreensvs-microherbs/ (Accessed: 7 March 2025).

Singh, A. et al. (2024) ‘Emergence of microgreens as a valuable food, current understanding of their market and consumer perception: A review’, Food Chemistry: X, 23, p. 101527. [Online] Available at: https://doi.org/10.1016/j. fochx.2024.101527

Turhan, D., Sen, A. and Dogan, M. (no date) ‘Microgreens: A Innovative Source of Aesthetics and Nutritional Value in Gastronomy’.

Turner, E. R., Luo, Y. and Buchanan, R. L. (2020) ‘Microgreen nutrition, food safety, and shelf life: A review’, Journal of Food Science, 85(4), pp. 870–882. [Online] Available at: https://doi.org/10.1111/17503841.15049.

Zhang, Y. et al. (2021) ‘Nutritional quality and health benefits of microgreens, a crop of modern agriculture’, Journal of Future Foods, 1(1), pp. 58–66. [Online] Available at: https:// doi.org/10.1016/j.jfutfo.2021.07.001

“

” Chefs must be encouraged to embrace the nutritional and functional potential of micro herbs, moving beyond aesthetic garnishes.

Malta and the Cactus: Eric Kaiser’s Poetic Gaze

WIFEK AOUINET MIKUDIKOVA SENIOR LECTURER AT ITS

Malta is renowned for having welcomed many artists through the ages. The most famous remains, despite himself, Caravaggio: each year, nearly 500,000 visitors – as many as the Maltese population – come to see his two masterpieces, The Beheading of Saint John the Baptist and Saint Jerome Writing. The same holds true for Mattia Preti, a pupil of the master, known particularly for his Saint George Slaying the Dragon.

Malta is undeniably a source of inspiration, even a muse. Homer mentioned it in his writings, and even today its unique landscapes and architecture continue to captivate. On this island, Éric Kaiser, a French painter from Alsace who settled in Malta, offers a fresh perspective on the landscapes and details that many overlook. His recent works feature a subtle but everpresent element: the prickly pear. Neither cherished like other trees nor seen as a parasite, this cactus blends seamlessly into the landscape, almost to the point of being forgotten. Under Kaiser’s brush, it comes alive, takes centre stage, and reveals a new relationship with the island. Through this renewed focus on everyday life in Malta, he demonstrates how art can enrich the visitor experience and showcase Malta’s cultural potential.

We therefore decided to meet this artist to explore his world and his unique way of working with this plant, which is omnipresent in all his recent works. Through his approach, he is restoring the prestige of this modest plant, which blends into the landscape while asserting its presence. This demonstrates how artistic creation can change the perception of a place and attract visitors.

1. ARTISTIC MOVEMENT AND THE PRICKLY PEAR CACTUS

My question:

If we play the old-school game, what artistic movement can your paintings be classified under, particularly those that are disconcerting due to their abundance of references and that blur the lines between different styles? Despite their modernity, some are full of biblical and mythological references, like great classical works; others are still lifes; some capture the moment in the manner of Impressionist painters; and still others seem related to Art Deco, self-portraits, or even Courbet’s materialism.

Éric Kaiser’s response: “I steal from everywhere, a bit like Picasso. Picasso was influenced by everything, and I mix things up too. There are no boundaries: neither genre nor style. Some would say that my touch is recognisable in the colours or composition, but I can easily switch from still life to realism, or to something more graphic. Almost all of my choices, particularly in terms of form and composition, are driven by aesthetics. It’s a genuine exercise in style: I select what appeals to me visually, what creates contrasts, movement and depth, before even considering the symbolic meaning.”

My question: And yet, at the heart of this diversity, there remains one constant element — the cactus, and more specifically the prickly pear — immutable, omnipresent, almost deified, while everything else is dynamic. Is this a way of freezing the present moment? How do you view this contrast between the diversity of your styles and the permanence of the cactus? Finally, a question you must have been asked more than once: Can the cactus be interpreted

simply as an exotic motif, or does it retain its original meaning of resistance and strength?

Éric Kaiser’s response: “Laughing... Ultimately, it is always the viewer who constructs the meaning of the work... And it is always very interesting. It’s more prosaic than that. It was during an online class with a painting teacher. She asked us to work on everyday objects to learn how to create space and depth. At one point, she wasn’t satisfied with a composition and started drawing large lines, adding different colours to the spaces. I thought it was brilliant, and I realised I could do something different. Fascinated by the shape of cactus pads, I thought to myself, ‘If I start with a round shape, I can convey something that will completely change the structure.’

Originally from Alsace, having never seen a cactus, I was immediately fascinated by this shrub when I arrived in Malta. At first, I didn’t understand how it grew: there is no trunk, only blades that grow back and interlock freely with each other. No strict rules, no rigidity... it grows as it pleases... Even the way I organised my exhibition mimics this process: the different phases follow on from each other like cactus blades interlocking, without forced transitions but in a natural way, creating a fluid and organic sequence, inspired by the growth of the shrub itself. And over time, the cactus has taken on meaning. It has become almost religious, symbolic, linked to Malta, its history and the knights. I use it as a motif that is both universal and deeply personal, far beyond decorative exoticism.

2. FORMS AND COMPOSITION

My question: In some of your paintings, the ovoid shapes, which represent the prickly pear cactus pads, blend with other elements without ever overlapping or

merging. They serve as visual landmarks and create a strong sense of depth. Even without clear outlines, the cactus can be perceived amidst the complexity of the composition. In this arrangement, should the cactus be considered the background or the foreground, or does this distinction not really make sense in your works?

Éric Kaiser’s response: “So no, we can’t say that it’s only the background or foreground; it really depends on the series. But in any case, the way I arrange it remains an aesthetic choice, above all an exercise in style. The idea was to use the cactus pad motif as a mobile element on which I could play with colours. In my paintings Christ, Saint Ulule and Saint Sebastian, each paddle appears distinctly because it is never the same colour as the object on which it is

superimposed. To reverse the process and finish the exhibition, I applied the same principle with a character placed on the blades: he changes colour slightly depending on where he is, like the paddles in the still life. The idea was that the figure would appear to be suspended, almost projected onto the cactus, creating a play of depth and superimposition. All of this remains, above all, an aesthetic choice. I embarked on these colour changes to create contrasts, even if sometimes they did not work perfectly. But by layering the shades, everything balances out visually: the shapes pass over, under, and intermingle, without me having to change anything except the position of the objects. Even the crown remained intact, so as not to alter the identity of the motif.

3. THE SYMBOLISM OF THE THORN

My question: The thorn, which appears in several of your works (Saint Sebastian, Ghost Cactus), conveys passion in its original sense of suffering, a state of mind that is both physical and symbolic. Having not explored all of your paintings, it is above all the thorny and painful side of this paradoxical shrub that stands out, rather than its generous dimension. How do you approach this thorn in your works?

Éric Kaiser’s response: “In the painting Christ, inspired by Guido Reni from the MUŻA collection, I added the crown of thorns to accentuate the pain and suffering. In the original, Christ did not have one, but I wanted to bring back the idea of pain, arrows, and pricks. But honestly, it wasn’t a calculated symbolic approach; it was mainly the shape and aesthetics of the cactus that inspired me. Afterwards, the thorn took on this meaning of passion and suffering. I didn’t want to provoke, especially in a museum: it was an exercise in style, a respectful work, not at all a religious critique. »

4. CACTI AND MALTESE IDENTITY

My question: Your prickly pears have almost created a personal mythology, likely born from your presence in Malta and your unique way of working with this element. They have practically been elevated to the same symbolic status as Athena’s olive tree or the fig tree of Carthage, representing

protection and resistance, respectively, in Mediterranean cultures. Could they become a powerful symbol of Maltese local identity, beyond their already significant presence in your works? Would this risk create jealousy or cultural tensions/clashes with other Mediterranean regions? Finally, do you see this motif as a central element in your future works?

Éric Kaiser’s response: “The Maltese really appreciated the exhibition because I connected two elements that are genuinely part of their identity: religion and cacti. For them, it was a real revelation: an everyday object that they had often ignored or despised suddenly took on new meaning in relation to their religious and cultural history.

Many came to tell me about their own experiences with cacti, to show me the ones in their gardens, to share personal anecdotes... In reality, the cactus is an immigrant plant, introduced by Spanish knights. It is a universal metaphor: adaptability, protection, a source of food... positive immigration. I may continue to use it, but differently: less as a central motif, and more as an aesthetic form or support for other themes.

5. EXPERIENCE AT MUŻA (SMUGGLER)

My question:I didn’t have the chance to attend your Smuggler exhibition opening at MUŻA. Can you tell us about the choice of this title? Is there a link with the way you use prickly pears in your paintings?

Éric Kaiser’s response: “The title Smuggler reflects my approach to some extent: I move things from one world to another, I mix styles, I circulate references. The cactus is also an immigrant object. It travelled from Mexico to Spain, then to Malta, almost as contraband, carried by travelling knights. And I have brought it into the history of art and religion. So yes, the title echoes the role of the cactus in my work: a smuggler, a smuggler of images, stories and symbols.”

The meeting ended with a photo of the cactus standing proudly in front of his door, a symbol of both the island and Éric Kaiser’s art.

Using AI in Education: From Competition to Working Together

BY CHRISTOPHER CILIA SENIOR MANAGER (LIBRARY) AT ITS

We as teachers and librarians need to understand that students are already using AI tools in their academics. We shouldn’t see this as a problem; we should see it as a chance. AI is a huge component of how we learn, work, and interact with information, and it will continue that way. So, our task is not to limit its usage, but to assist students use AI in a wise, moral, and productive way (Vieriu and Petrea, 2025).

This change is more than just a change in how we test children; it means that we need to rethink how we teach and learn. It’s no longer possible to preserve technical information inside of a classroom. In a world where knowledge is available right away, students need teachers to provide them context, judgement, and practical understanding. This entails being able to examine, question, and grasp knowledge

in real-world settings (Grubaugh and Levitt, 2023).

In this article, I put out three primary ideas:

1. The question is not if students will utilise AI, but how they will use it.

2. AI should be a part of teaching, not something that is barred from it.

3. Teachers need to adapt the way they assess, teach, and arrange lessons so that higher-order thinking is more significant.

AI AND STUDENTS

Many studies demonstrate that students are already using AI tools, but not always in the best manner. A recent meta-analysis of AI in higher education suggests exponential increase in its application for adaptive learning, automated assessment, tutoring systems, and learning analytics (Bond et al., 2024).

In The Impact of Artificial Intelligence (AI) on Students’ Academic Performance, researchers evaluated students’ perceptions of AI technologies as both possibilities and problems in affecting their learning habits (Klimova and Pikhart, 2025).

It is vital to stress that depending on AI dialogue systems, especially huge language models, could be problematic. A systematic review suggested that excessive dependence on AI for writing or reasoning tasks can reduce critical thinking, analytical reasoning, and recall, as students may accept AI outputs without verification (Zhai, Wibowo, and Li, 2024).

These data reveal that AI isn’t simply a possibility; it’s now occurring. We must now decide how to engage instead of opposing (Hanna et al., 2024).

NATIONAL STRATEGY AND POLICY IN MALTA

Malta is preparing ready for a future where AI skills are very crucial, just like the rest of the globe. Malta’s Digital Education Strategy 2025–2030 proposes that from Year 6, students would learn about AI ideas and how to use tools like image production, text-to-speech, and AI-enhanced searching. These policy revisions suggest that AI literacy will no longer be optional; it will have to be a basic ability that all students master (Directorate for Digital Literacy and Transversal Skills, Ministry for Education, Sport, Youth, Research and Innovation, 2025).

FROM RESTRICTION TO ENGAGEMENT

If we agree that learners will use AI, the next question is: Should we be teachers or police? The more forward-thinking solution is clear: we lead. One evaluation suggests that AI can’t take the role of profound thinking, but it can make it stronger if utilised correctly (Elstad, 2024).

A conceptual piece on incorporating AI in the classroom argues for integrating AI literacy, prompt engineering, and critical thinking — not as add-ons, but as basic competencies in our pedagogy (Walter, 2024).

UNESCO likewise defines AI as a strategic lever for innovation in education, asking member states to support responsible, human-centred adoption (UNESCO, 2023). In reality, this entails training students not just what AI can do, but how to ask it the correct questions, how to validate answers, and how to understand AI-generated content via a human perspective.

EDUCATION REIMAGINED

We must reform not only how we teach, but how we assess. In an AI-aware environment (Miller, 2024):

• Traditional distributed exams may lose significance. Assessments will need to stimulate inventiveness, application, and logical reasoning that can’t be outsourced to a model.

• In-class problem-solving and open-ended projects acquire prominence. Set prompts where AI can support but not dominate —

for instance, “interpret this AI response, critique it, and extend it.”

• Scaffolding and metacognitive education become crucial. Teach pupils how to reflect on what AI delivers vs. what it omits or distorts.

This parallels historical precedent as calculators entered classrooms, the emphasis changed from arithmetic procedure to applications, estimation, and interpretation. Similarly, with the Internet, instructors switched from having pupils memorize facts to directing them in analysing sources. Our goal now is to duplicate that pedagogical shift for AI (Jhanson, n.d.).

At the Institute of Tourism Studies (ITS), the use of Artificial Intelligence (AI) is supported when handled responsibly and ethically. ITS provides explicit standards to ensure AI is utilised in ways that promote integrity, safeguard data privacy, and encourage academic success. These principles guide all students, teachers, staff, and affiliates in applying AI for research, administrative chores, or other academic purposes (Policy and Procedure: Use of Artificial Intelligence by Students and Staff, 2024).

THE

PROMISE OF AI IN EDUCATION

One of AI’s main strengths is its ability to individualize learning pathways. AI can modify pace, style, and scaffolding to student needs. In Embracing AI in Education, the University of Malta discusses how AI-driven analytics might enable instructors in spotting deficiencies and adapting interventions (Camilleri, P. 2023).

A broad-scale assessment of AI in higher education found that AI systems are being used to adjust instruction, provide individualised feedback, and anticipate student achievement, especially in big classes where individual attention is otherwise unfeasible (Bond et al., 2024).

When mundane activities are aided by AI, students may focus on synthesis, assessment, creativity, and ethical judgment – skills that separate human intelligence from algorithmic output. A recent metareview underlines that educators who

“

Excessive dependence on AI for writing or reasoning tasks can reduce critical thinking, analytical reasoning, and recall, as students may accept AI outputs without verification

”

understand AI see potential not in replacing human minds, but in amplifying them (Bauer et al., 2025).

Generative AI technologies can function as idea catalysts – motivating students to propose alternatives, refine arguments, or explore uncharted avenues. But the actual benefit occurs when students analyse, extend, or amend AI products (Batuhan Selvi, 2024).

Finally, we must realise that AI is already altering workplaces. Educators must teach students not to fight AI, but to engage with it – to ask better questions, guide intelligent systems, and integrate human values into computational frameworks.

As OpenAI’s education head recently emphasised, students should treat AI not as a “answer machine,” but as a learning aid – a tool that must be examined, changed, and developed. (Katsenou et al., 2025).

Challenges, Caveats, and Guardrails

No discussion of AI in education is complete without considering the hazards.

• Over-reliance and cognitive deterioration.

As noted previously, some students may tend to accept AI results without critique, limiting capacity for original thought and memory retention (Zhai, Wibowo and Li, 2024).

• Ethical problems, bias, and hallucination. AI models sometimes generate misleading or biased remarks. Students must be taught to recognise inaccuracies and to check sources. Unpacking the black box of AI (Gillani et

al., 2022) helps demystify the mechanisms behind generative models (Yegin and Amasyalı, 2023).

• Transparency and accountability. A proposed “Transparency Index for AI in Education” stresses that AI systems must be explainable and auditable — especially when utilised in assessment or curriculum creation (Yegin and Amasyalı, 2023).

• Equity and access. Not all pupils may have equal access to AI tools or training. We must prevent against worsening digital disparities (Vesna, 2025).

• Academic integrity. Concern exists that AI fosters plagiarism or “ghostwritten” writings. But many leading voices say that just controlling AI is insufficient; instead, we must build assessments and policies that anticipate student use, not reject it (see FT commentary: “Educators warn AI must be a teaching — not a cheating — aid”) (Fearn, 2024).

As with any powerful instrument, our goal is not prohibition, but appropriate management (Papagiannidis, Mikalef and Conboy, 2025).

CONCLUSION

students to analyse, contextualize, and extend information.

• AI offers powerful affordances — individualised learning, scalability, adaptive feedback — but only inside a framework of human oversight and ethical design.

• Educators must become directors of inquiry, not dispensers of facts (Cardona, Rodríguez and Ishmael, 2023).

Bauer, E., Greiff, S., Graesser, A.C., Scheiter, K. and Sailer, M. (2025). Looking Beyond the Hype: Understanding the Effects of AI on Learning. Educational Psychology Review, 37(2). doi:https://doi.org/10.1007/s10648025-10020-8.

“

In conclusion, the future of education lies not in battling with AI, but in partnering with it. By embracing AI as a tool rather than a danger, educators and students may increase distinctively human talents such as judgment, creativity, ethical reasoning, and critical thinking. Integrating AI carefully into learning environments allows us to boost engagement, support deeper knowledge, and prepare learners for a complex, technologydriven society. Ultimately, the goal is to develop an educational ecosystem where human intelligence and artificial intelligence complement each other, enabling creativity, ethical responsibility, and lifelong learning (Ukwandu et al., 2025).

In this new paradigm:

• The difficulty is how students use AI, not whether they will.

• Our mission is to teach AI literacy, not restrict AI tools.

• Assessment and education must tilt toward higher-order thinking – pushing

We stand at a threshold. The learners entering our doors now already carry digital tools in their pockets; the information they will need tomorrow will be more about interpreting than accumulating. Let us guide them intelligently, not with fear, but with confidence and humility.

Bond, M., Khosravi, H., Laat, M. de , Bergdahl, N., Negrea, V., Oxley, E., Pham, P., Chong, S.W. and Siemens, G. (2024). A meta systematic review of artificial intelligence in higher education: a call for increased ethics, collaboration, and rigour. International Journal of Educational Technology in Higher Education, 21(1). doi:https://doi. org/10.1186/s41239-023-00436-z.

At the Institute of Tourism Studies (ITS), the use of Artificial Intelligence (AI) is supported when handled responsibly and ethically.

Business Insider. (2025, August). OpenAI’s education lead says students should treat AI not as an answer machine, but as a learning aid. Retrieved from https:// www.businessinsider.com/ openai-education-brainrot-productive-strugglevibe-coding-chatgptstudy-2025-8

Camilleri, P. (2023, May, 16). Embracing AI in education : what’s in it for educators? Times of Malta, https:// timesofmalta.com/ articles/view/embracing-aieducation-a2.1031873

Cardona, M., Rodríguez, R. and Ishmael, K. (2023). Artificial Intelligence and the Future of Teaching and Learning Insights and Recommendations. [online] Office of Educational Technology. Available at: https://www.ed.gov/sites/ed/files/ documents/ai-report/ai-report.pdf.

REFERENCES

Batuhan Selvi (2024). The Role of Generative Artificial Intelligence Tools in Enhancing Academic Writing. ResearchGate, [online] pp.22–56. Available at: https://www. researchgate.net/publication/387857664_ The_Role_of_Generative_Artificial_ Intelligence_Tools_in_Enhancing_Academic_ Writing

Directorate for Digital Literacy and Transversal Skills, Ministry for Education, Sport, Youth, Research and Innovation (2025) Digital Education Strategy 2025-2030. Available at: https://education.gov.mt/wpcontent/uploads/2025/03/NS_DDLTS-25_ Eng-NOBLEED.pdf (Accessed: 21 October 2025).

Elstad, E. (2024). Teachers’ beliefs about generative artificial intelligence (AI) in education: Opportunities and challenges. Educational Technology Journal, 20(2). Retrieved from https://arxiv.org/ abs/2412.12116

Fearn, N. (2024). Educators warn AI must be a teaching — not a cheating — aid. Financial Times. [online] 29 May. Available at: https:// www.ft.com/content/26ff910a-d19e-444b9e4c-f06e6d546db3.

Gillani, N., Weir, C., & Hwang, A. (2022). Understanding the black box: Transparency and bias in large language models for education. arXiv preprint. Retrieved from https://arxiv.org/abs/2301.01602

Grubaugh, S. and Levitt, G. (2023). Artificial Intelligence and the Paradigm Shift:

Reshaping Education to Equip Students for Future Careers. The International Journal of Social Sciences and Humanities Invention, 10(06), pp.7931–7941. doi:https://doi. org/10.18535/ijsshi/v10i06.02.

Government of Malta, Ministry for Education, Sport, Youth, Research and Innovation. (2024). Digital Education Strategy 2025–2030 (Consultation Document). Valletta: Government of Malta. Retrieved from https://education.gov.mt/wp-content/ uploads/2024/04/Digital-Education-StrategyConsultation-Document-ENG-Version-3.pdf

Hanna, M., Pantanowitz, L., Jackson, B., Palmer, O., Visweswaran, S., Pantanowitz, J., Deebajah, M. and Rashidi, H. (2024). Ethical and Bias Considerations in Artificial intelligence/machine

Learning. Modern Pathology, [online] 38(3), pp.1–13. doi:https://doi.org/10.1016/j. modpat.2024.100686.

Jhanson, C. (n.d.). From Calculators to AI: From Parallel to Guideline. [online] Available at: https://www.apsu.edu/first-year-writing/ FromCalculatorstoAIbyChristopherJhanson. pdf

Katsenou, R., Konstantinos Kotsidis, Papadopoulou, A., Anastasiadis, P. and Ioannis Deliyannis (2025). Beyond Assistance: Embracing AI as a Collaborative Co-Agent in Education. Education Sciences, 15(8), pp.1006–1006. doi:https://doi. org/10.3390/educsci15081006.

Klimova, B. and Pikhart, M. (2025). Exploring the effects of artificial intelligence on student and academic well-being in higher

education: A mini-review. Frontiers in Psychology, [online] 16(16). doi:https://doi. org/10.3389/fpsyg.2025.1498132.

Micallef, K. (2024, September 10). The future is AI – and education must adapt. Times of Malta. Retrieved from https://timesofmalta. com/article/the-future-ai-educationadapt.1109561

Miller, Wi. (2024). Adapting to AI: Reimagining the Role of Assessment Professionals. Intersection: A Journal at the Intersection of Assessment and Learning, 5(4). doi:https://doi. org/10.61669/001c.121439.

Ministry for Education (Malta). (2024, April). AI taught to Year 6 students as part of Malta’s digital education strategy. Times of Malta. Retrieved from https://timesofmalta. com/article/ai-taught-year-6-students-partmalta-digital-education-strategy.1107094

Papagiannidis, E., Mikalef, P. and Conboy, K. (2025). Responsible artificial intelligence governance: A review and research framework. The Journal of Strategic Information Systems, [online] 34(2). doi:https://doi.org/10.1016/j. jsis.2024.101885.

Policy and Procedure: Use of Artificial Intelligence by Students and Staff. (2024.). Available at: https://its.edu.mt/upload/files/ policies/P075-Use-of-Artificial-Intelligenceby-Students-and-Staff.pdf [Accessed 21 Oct. 2025].

Santos, J., & Pereira, M. (2023). The impact of artificial intelligence (AI) on students’ academic performance: A systematic review. Education Sciences, 15(3), 343. https://www. mdpi.com/2227-7102/15/3/343

Ukwandu, E., Omisade, O., Jones, K., Thorne, S. and Castle, M. (2025). The future of teaching and learning in the context of emerging artificial intelligence technologies. Futures, [online] 171, p.103616. doi:https://doi.org/10.1016/j. futures.2025.103616.

UNESCO. (2023). Artificial Intelligence and Education: Guidance for policy-makers. Paris: UNESCO. Retrieved from https://www.

unesco.org/en/digital-education/artificialintelligence

Van der Velde, M., & Meijer, S. (2024). A systematic review of AI applications in higher education. International Journal of Educational Technology in Higher Education, 21(8). https://educationaltechnologyjournal. springeropen.com/articles/10.1186/s41239023-00392-8

Vesna, L. (2025). Digital Divide in AI-Powered Education: Challenges and Solutions for Equitable Learning. Journal of Information Systems Engineering and Management, [online] 10(21s), pp.300–308. doi:https://doi. org/10.52783/jisem.v10i21s.3327.

Vieriu, A.M. and Petrea, G. (2025). The Impact of Artificial Intelligence (AI) on Students’ Academic Development. Education Sciences, [online] 15(3), p.343. doi:https:// doi.org/10.3390/educsci15030343.

Walter, Y. (2024). Embracing the future of Artificial Intelligence in the classroom: the relevance of AI literacy, prompt engineering, and critical thinking in modern education. International Journal of Educational Technology in Higher Education, [online] 21(1). doi:https://doi.org/10.1186/ s41239-024-00448-3.

Yegin, M.N. and Amasyalı, M.F. (2023). Theoretical Research on Generative Diffusion Models: An Overview. [online] doi:https://doi.org/10.2139/ssrn.4627329.

Zhai, C., Wibowo, S. and Li, L.D. (2024). The effects of over-reliance on AI dialogue systems on students’ cognitive abilities: a systematic review. Smart Learning Environments, [online] 11(28), pp.1–37. doi:https://doi.org/10.1186/s40561-02400316-7.

Zhou, R., & Li, C. (2024). AI in education: Opportunities, challenges, and future directions. Smart Learning Environments, 11(16). https://slejournal.springeropen.com/ articles/10.1186/s40561-024-00316-7

Investigating the Key Factors Influencing the Travellers’ Selection of Airline Prior to Travelling to Malta from London

INTRODUCTION

This research investigates the key factors influencing travellers’ selection of airline when flying from London airports to Malta International Airport (MLA) during the low-peak season (November to March). The study addresses a critical gap in understanding how branding, customer satisfaction metrics (such as in-flight entertainment and cabin comfort), and practical factors (such as price, flight schedules, loyalty programmes, and safety reputation) impact decision-making on this specific route. The prominence of British tourists as a key source of inbound tourism for Malta makes this investigation

crucial. The research aimed to measure the effectiveness of airline branding efforts during periods of moderate demand.

LITERATURE REVIEW

The literature review established that the Maltese government’s incentives to attract low-cost carriers have significantly intensified competition within the airline industry. The UK-Malta route presents consumers with a wide choice between Full-Service Carriers (FSCs), such as KM Malta Airlines and British Airways, and Ultra Low-Cost Carriers (ULCCs), like Ryanair, and Low-Cost Carriers (LCCs), such as EasyJet.

The literature defined branding as the combination of physical and emotional cues derived from brand elements like name, logo, and colours, contrasting it with a product that can be easily replicated. However, the review quickly pivots to practical factors, noting that airline safety, pricing, and reputation significantly influence passenger choices. The importance of flight availability and connectivity was also highlighted, with travellers tending to select airlines that fly directly and regularly to their destination. The review noted a lack of recent academic literature specific to this topic, suggesting a gap in current knowledge.

RESEARCH METHODS

A mixed-method approach was employed to ensure a comprehensive investigation, combining the objectivity of quantitative data with the contextual depth of qualitative data.

Closed-ended questionnaires (32 questions including Likert-scale, multiple-choice, and ranking formats) were distributed to 150 incoming passengers from London airports (Gatwick, Heathrow, Luton, Stansted) during January and February 2025. Convenience sampling was used, targeting travellers at the arrival and departure terminals at MLA. This method provided structural comparisons across a broad sample and resulted in a high response rate due to ease of completion, though it risked limited depth of feedback. Descriptive statistics were used for analysis.

Two semi-structured interviews were conducted between December 2024 and February 2025 with marketing representatives: one from an ULCC/LCC (referred to as Airline A) and one from an FSC (referred to as Airline B). This method allowed for flexibility, comprehensive insights into business approaches, and perception of traveller behaviour.  Thematic analysis was used to interpret the structured qualitative responses and identify recurring themes and dissimilarities in perspectives.

DISCUSSION AND ANALYSES

This highlights the importance given to price, especially for a short flight.

When asked about the influence of branding elements, discounts and price reductions were rated as the most influential factor, followed closely by airline reputation and the online booking platform. Formal advertisements were the least influential factor. This divergence was evident when comparing the airlines’ strategies: Airline A (LCC/ULCC) adopted a targeted digital marketing strategy focusing on engaging online content, while Airline B (FSC) relied more on its established reputation.

prioritizing immediate cost savings over brand loyalty.

The quantitative data confirmed that most participants were leisure travellers, with only 12% identifying as business travellers. Both airlines confirmed differentiating their strategies: focusing on price and convenience for leisure travellers while emphasising premium services for business travellers. The overall conclusion is that during the low-peak season on this route, airline choice is strongly influenced by price sensitivity and flight availability, emphasizing the need for competitive pricing strategies to fill perishable seat inventory.

The top three factors ranked as most important by passengers were Price, followed by Airline Safety and Reputation, and thirdly, Flight Schedule/Connectivity. “

RECOMMENDATIONS

The findings hold significant implications for airline companies operating on this route. Airlines must prioritise maintaining a competitive pricing strategy to attract the large segment of priceconscious travellers during the low-peak season, thereby maximizing the sale of perishable seats. Although branding elements are not the primary driver for selection, they remain useful to reinforce trust, particularly among firsttime travellers. For future research, it is suggested to conduct a comparative analysis between low-peak and peak seasons to see if traveller priorities change, and to examine longer-distance routes to compare factor influence.

The analysis revealed a significant finding: for this specific low-peak route, branding elements have a limited impact on airline selection, while practical and cost-sensitive factors dominate travellers’ choices.

The top three factors ranked as most important by passengers were Price, followed by Airline Safety and Reputation, and thirdly, Flight Schedule/Connectivity.

The research assessed the influence of online reviews, social media, and word of mouth. Findings indicated that the majority of participants do not actively refer to online reviews or follow airlines on social media (79%). However, among those who do check reviews, TripAdvisor was the most relied-upon platform (43%), followed by Google reviews (34%), while social media was the least favoured source. This minimal engagement with online reputation mechanisms suggests that low-peak travellers are transactional,

CONCLUSION

The study successfully investigated the factors influencing airline selection on the London to Malta route during lowpeak season. The primary finding is that practical factors, specifically price and flight schedule availability, outweigh the influence of branding elements. Travellers in this segment are highly price-sensitive and transactional, rather than brand loyal. This necessitates that airlines adjust their strategic focus towards cost competitiveness and logistical convenience to effectively

cater to customer expectations during these off-peak months.

SELECT BIBLIOGRAPHY

Albalate, D. & Fageda, X. (2023). Getting Closer To Your Destination: The Role of Available Surface Connections on the Supply of Low-Cost Carriers in Secondary European Tourist Airports. Research in Transportation Business & Management, 4(100899), pp. 1–12.

Fleischer, A., Tchetchik, A. & Toledo, T. (2012). The Impact Of Fear of Flying on Travelers’ Flight Choice: Choice Model With Latent Variables. Journal of Travel Research, 51(5), pp. 653–663.

Golzar, J., Noor, S. & Tajik, O. (2022). Convenience Sampling. International Journal of Education and Language Studies, 1(2), pp. 72–77.

Hernandez, M. R. & Vazquez Sacristan, I. (2024). TikTok, The New Social Platform For Luxury Brands. International Visual Culture Review, 16(3), pp. 197–211.

Keiran, D. (2021). Scuba Diving Industry Market Size & Statistics: 2021 Edition. Amazon Digital Services LLC - KDP Print US.

Kucukaltan, B. & Topcu, I. (2019). Assessment of Key Airline Selection Indicators in A Strategic Decision Model: Passengers Perspective. Journal of Enterprise Information Management, 32(4), pp. 646–667.

Pandagre, R., Pandey, A., Verma, T. L. & Dongre, N. (2021). Impact of Marketing Strategies On Consumer Behaviour: A Study of Bhopal City. International Journal of Creative Research Thoughts, 9(6), pp. 375–389.

Ruslin et al. (2022). Semi-structured interview research as a qualitative method. Education and Humanities Journal, 1(2).

Soti, R. (2022). The Impact of Advertising on Consumer Behaviour. World Journal of Advanced Research and Reviews, 14(3), pp. 706–711.

Terblanch, N. S. (2015). Customers’ Perceived Benefits of A Frequent-Flyer Program. Journal of Travel & Tourism Marketing, 32(3), pp. 199–210.

Exploring the Influence of French Pastry Techniques in Traditional Bakeries and Confectioneries in Malta

MARIAH RUGGIER BACHELOR IN CULINARY ARTS (HONS.)

INTRODUCTION

This dissertation investigates the profound influence of French pastry techniques on traditional bakeries and confectioneries across Malta. The research was motivated by the author’s passion for French pastry and prior experience working and studying in pastry shops and a culinary school in France. Given that France has historically impacted Malta’s culture, language, and food habits, this study strives to identify precisely how French techniques are currently shaping local establishments and their products. The study addresses this by focusing on three core research questions: How are French pastry techniques influencing bakeries and confectioneries in Malta? In what ways can consumer behaviour be affected by French Pastry Techniques when buying bakery products? And what will be the future of Traditional

Bakeries and confectioneries in Malta, adopting French pastry techniques, over the next five years.

LITERATURE REVIEW

The literature review established that French cuisine and pastry techniques are considered the foundation of the modern culinary world, built on precision, passion, and patience. The historical roots of French pastries date back to the Middle Ages, a time when sugar was scarce and elaborate desserts, often incorporating almonds, were reserved for the wealthy. Techniques such as puff pastry (Pâte Feuilletée) date back centuries, with an early prototype created by Claudius Gele in 1645, although its full origin remains unclear. Other essential French pastry styles explored include Pâte à Choux (used for éclairs), Pâte Viennoise (used for viennoiserie like brioche), Pâtes Battues (beaten dough for sponges), Pâtes Friables

(crumbly dough for tarts), and various forms of Meringue (French, Italian, and Swiss).

The historical context of Malta includes a profound, albeit brief, influence from the French occupation (1798–1800), alongside earlier influences from Arabic culture which introduced ingredients like candied fruits and affected traditional Maltese desserts such as mqaret,. Traditional Maltese pastries, like pastizzi (made with flaky phyllo dough influenced by the Ottoman period), and prinjolata (a carnival cake using meringue), demonstrate the intermingling of external culinary traditions. Notably, both traditional Maltese and French pastries often share the use of almonds as a common ingredient. Globally, the demand for French pastries has continuously grown, with statistics showing high purchasing frequency in countries like France.

RESEARCH METHODS

A mixed-methods approach, primarily qualitative in nature, was adopted to collect a broad variety of data efficiently. The primary data collection methods employed were consumer surveys and covert participant observations.

The consumer survey was qualitative, consisting of 32 questions distributed via Google Forms to a target audience that frequented local bakeries and confectioneries. A total of 71 responses were collected, yielding a 71% response rate. Demographic analysis showed that 93% of respondents were Maltese and the largest age group was between 18–24 years old.

The observation phase involved covert visits to five local establishments: an old traditional bakery, a modern bakery, an artisanal bakery (all in Birkirkara or St Julian’s), and two commercial confectioneries in Hamrun. The author assumed the role of a participant observer to assess pastries, consumer behaviour, and the relationship between the establishment and the product. Although unable to

access preparation areas, the author used accumulated culinary knowledge to visually identify the presence of French pastry techniques in the available products. Secondary data was heavily relied upon to support the primary research findings. The results from both methods were combined through triangulation to compare and contrast the findings.

DISCUSSION AND ANALYSES

The analysis confirmed a largely positive outlook for the future of the pastry scene in Malta, showing a significant and active influence of French pastry techniques on local establishments.

Regarding consumer behaviour (Subresearch Question 1), the purchasing decision is overwhelmingly influenced by factors related to sensory appeal and cost. Physical presentation and taste were identified as the two most influential factors when purchasing French pastry products (both 81.7% of respondents). Price was the next most important factor (60.6%). The research identified that most purchasing decisions require low to medium involvement, taking only a few minutes,

which aligns with the observed varietyseeking and habitual buying behaviours (72.9%). However, high involvement (Dissonance-Reducing Behaviour) occurs for custom, high-priced items like bespoke cakes. Price was found to directly influence the amount of time spent making a decision prior to purchase (57.1% voted ‘Yes’).

Observation confirmed that French pastry techniques are widely integrated into local bakeries and confectioneries. Every observed establishment displayed products distinctly influenced by or prepared using French techniques. This influence is sometimes hidden; for example, traditional Maltese Zeppoli are prepared using the French Pâte à Choux method. Consumers were observed to be visibly drawn to typical French products like croissants, éclairs, and profiteroles, and their interest in items made with French techniques was evident, except in the most traditional bakery setting.

Regarding the future of the industry (Subresearch Question 2), consumer optimism is high. A large majority of participants (85.7%) agreed that the popularity and demand for French pastries have increased over the

years, and 80% believe these products and techniques will become even more popular in the next five years. This growth is heavily driven by exposure via social media (80.3%) and word of mouth (60.6%). The increased demand has led to a recent influx of shops specialising in French pastry opening across Malta, including international chains. Consumers show an increased interest in trying unfamiliar foods and hybrid products (like the ‘Cronut’ or ‘Scuffin’) which combine French techniques with other concepts, offering market opportunities for establishments to innovate. Despite the positive outlook, locals expressed concern that this takeover of French techniques might lead to the original Maltese pastry culture becoming extinct.

RECOMMENDATIONS

The author proposes several recommendations based on the findings. Since physical presentation and price are the top factors influencing consumer decisions, presentation must be given utmost importance. To manage the cost sensitivity of the local market, businesses should explore preparing certain components in bulk or purchasing ingredients in larger quantities to lower the overall labour and ingredient cost, making high-quality items more affordable. Crucially, traditional Maltese pastries must not be overlooked; they require dedicated promotion, marketing, and the dissemination of knowledge about their background and cultural story. Businesses could also consider experimenting with a Maltese-French hybrid pastry item to honour both culinary traditions and capitalise on the hybridisation trend.

CONCLUSION

The research conclusively demonstrated that French pastry techniques exert a significant and positive influence on traditional Maltese bakeries and confectioneries. The results indicate a rising demand, particularly among the younger generation, driven by social media exposure and a willingness to purchase new, highquality products,. However, the success of this integration hinges on two key factors: maintaining the quality and presentation

standards associated with French techniques while adjusting pricing to appeal to the local consumer base, and, most importantly, ensuring that traditional Maltese pastries are actively preserved and promoted to safeguard the island’s cultural culinary identity. The general outlook is positive, provided the establishments successfully balance modern innovation with heritage preservation.

SELECT BIBLIOGRAPHY

Anastopoulo, R. (2022). What is pâte à choux? Why we love this versatile French dough. [online] King Arthur Baking. Available at: https://www.kingarthurbaking.com/ blog/2022/10/24/what-is-pate-a-chouxwhy-we-love-this-versatile-french-dough [Accessed 12 Jun 2024].

Changes in consumer behaviour towards baked goods in 2022 - British Bakels (2022). https://www.britishbakels.co.uk/insights/ changes-in-consumer-behaviour-towardsbaked-goods-in-2022/ [Accessed 14 Dec. 2024]

Eudy, B.J. (2020). A Brief History of French Pastry. [online] Medium. Available at: https:// brandoneudyphd.medium.com/a-briefhistory-of-french-pastry-ee3898857c8c [Accessed 21 Mar. 2024].

Kliewer, G. (2008). Maltese Bread: a changing symbol of the island’s identity. [online]

https://www.omertaa.org/ Available at: https://www.omertaa.org/archive/ omertaa0028.pdf . [Accessed 16 Feb 2024].

Le Cordon Bleu (2021). What are the 5 essential French pastry styles? [online] ww.cordonbleu.edu. Available at: https:// www.cordonbleu.edu/news/5-essentialfrench-pastry-styles/en [Accessed 8 May 2024].

Mahmoud, E. (2024). Exploring The Evolution of French Pastries! [online] Amazing Food & Drink. Available at: https://amazingfoodanddrink.com/ exploring-the-evolution-of-frenchpastries/#:~:text=The%20Origins%20of%20 French%20Pastries,-Steeped%20in%20 history&text=Influenced%20by%20the%20culinary%20traditions,we%20know%20

“

pastry techniques exert a significant and positive influence on traditional Maltese bakeries and confectioneries

” French

and%20love%20today [Accessed 21 Mar. 2024].

Muscat, A. (2022). Eating Home: Unearthing Cultural Identity through Pastizzi. [online] Medium. Available at: https://medium. com/@anniemuscat/eating-homeunearthing-cultural-identity-through-pastizzi34ff01a6ab69 [Accessed 21 Mar. 2024].

Patel, H. KAMK – University of Applied Sciences (2023) Impact of Consumer Behavior towards Bakery Products. Title Available at: https://www.theseus.fi/ bitstream/handle/10024/803858/Patel_Hiral. pdf.pdf;jsessionid=50ACE9E9FDCB41EFA1EB C9B9C7EEE2CA?sequence=2 [Accessed 12 Jun 2024].

Quiroga Souki, G et. al. (2015). The behaviour of bakery consumers [online] PDF. Available at: https://ageconsearch.umn. edu/record/265430/files/980-2759-1-PB.pdf [Accessed 14 Dec. 2024].

Roth, S. (2020). The History of French Pastries and Classic French Desserts. [online] Bonpastry. Available at: https://www. bonpastry.com/blogs/news/the-history-offrench-pastries-and-classic-french-desserts [Accessed 21 Jan. 2024].

Opera in Gozo- Cultural Tourism from a Marketing Perspective

DANIELLE DEMANUELE

BACHELOR IN INTERNATIONAL HOSPITALITY MANAGEMENT (HONS.)

INTRODUCTION

This dissertation investigates the marketing effectiveness of opera cultural events in Gozo specifically targeting the internal tourism market. Gozo hosts significant operatic events, and this study seeks to understand how efficiently these are promoted, as well as assessing the sufficiency of the island's infrastructure to support this cultural internal tourism. The central research

question is: "How effectively are Opera cultural events in Gozo marketed to the internal tourism market?" Addressing this provides crucial insights into the mechanisms required to transform niche cultural events into sustainable tourism assets.

LITERATURE REVIEW

The literature review provided the theoretical context for understanding

cultural tourism, emphasising that opera, despite global calls for modernisation, maintains its appeal through tradition and offering an escape from daily life. The review explored frameworks for analysing cultural tourists, noting they can be classified as intentional (attending opera as the main objective) or accidental (engaging spontaneously).

A key focus was the necessary infrastructure  required to support cultural events. Literature suggests that a relational approach to infrastructure must be adopted, acknowledging how infrastructural elements interact not only with various actors but also how each infrastructure element interacts with the others. Organisational decisions often shape infrastructural conditions, leading to potentially unpredictable impacts on community formation. The local perspective sections covered the historical context of opera in Gozo, existing sponsorship, governmental support, and current marketing strategies. Understanding these frameworks is essential, as the meanings assigned to cultural products are key determinants of a tourist's experience.

RESEARCH METHODS

A mixed methodology approach was adopted to triangulate data and tackle the complex research questions comprehensively. This strategy was chosen because it allows for the amalgamation of the generalisable patterns derived from quantitative data with the contextual depth provided by qualitative findings.

Quantitative research involved the development and distribution of an anonymous survey structured entirely

with closed-ended questions and Likert scales. The survey aimed to collect quantifiable data efficiently from attendees, particularly focusing on audience demographics, length/type of stay, consumer behaviour, marketing communications effectiveness, and perception of infrastructure. The use of only structured questions was intentional, designed to be quick (under five minutes) for opera attendees to complete on the night of the performance itself. Descriptive statistics were used for data processing and visual summarisation.

The qualitative research approach consisted of four face-to-face structured interviews with relevant tourism officials, who provided in-depth analysis of the marketing and infrastructural mechanisms at play. Semi-structured interviews were rejected in favour of a structured format to aid in coding and comparability, though the researcher aimed to gain insights through

direct personal engagement. Thematic analysis was applied to the verbatim transcripts of these interviews, allowing complex, situation-specific experiences related to opera marketing and decisionmaking at the managerial level to be explored.

DISCUSSION AND ANALYSES

The analysis integrated quantitative audience feedback with qualitative managerial insights to assess the marketing efficacy and infrastructural needs of the Gozitan opera season.

The findings reveal that internal tourists and Gozitan opera enthusiasts perceive the opera experience, similarly, suggesting that the primary challenge lies in the marketing, positioning, and packaging of the events rather than the core cultural product provided. The quantitative analysis gauged the audience's exposure to marketing communications. The qualitative interviews

suggested that outreach tactics could be substantially improved by leveraging data from ticketing systems and social media engagement. Interviewees also noted that value-added experiences, such as preopera discussions or artist meet-and-greets, could enhance the total offering and attract a broader audience segment.

The subsidiary research question examined the efficiency of Gozitan tourism and transport infrastructure in supporting internal tourism for opera events. Qualitative interviews highlighted that decisions concerning transport and infrastructure, such as the interesting public park benches telling the story of the Opera, often shape the infrastructural conditions necessary for cultural events. Audience feedback, particularly the opentext suggestions, pointed to necessary enhancements, such as the need for air conditioning, more comfortable seating, and improved lounge services. These seemingly mundane elements of infrastructure critically impact the overall experience.

Marketing, understood as satisfying human and social needs while achieving profit (Kotler and Keller, 2016), needs to be strategically applied to niche events like opera. The research confirmed the complexity of balancing cultural heritage with economic strategy. By providing data on current audience profiles and their behaviour, the study establishes a baseline for future evidence-based decision-making by event organizers.

RECOMMENDATIONS

Recommendations focus on enhancing marketing sophistication and infrastructure improvements. Opera organisers should invest in gathering audience data through ticketing systems and short post-show surveys to inform promotional and programming decisions. Enhancing transport links and ensuring better integration between infrastructure components, addressing immediate comfort issues like air conditioning and seating, are crucial to fuelling internal tourism growth. Developing optional value-added

experiences (e.g., themed cuisine, artist meetings) could further enhance the overall offering and widen audience appeal.

CONCLUSION

The dissertation concludes that while the Gozitan opera cultural events are highly valued by attendees, the marketing effectiveness, especially toward the internal tourism market, requires significant enhancement. The mixed methodology provided a sound analysis, confirming the influence of practical infrastructure limitations (comfort and transport) and the need for more targeted, data-driven marketing strategies to fully leverage opera's potential as a cultural tourism driver for Gozo.

SELECT BIBLIOGRAPHY

Byrne, J. and Humble, Á. M. (2007). An introduction to mixed method research. Atlantic research centre for familywork issues, 1, pp. 1–4.

Creswell, J. and Poth, C. (2023). Qualitative Inquiry and Research Design. SAGE Publications, Inc.

Grabher, B. and Lamond, I. R. (2024). Events and infrastructures: Critical interrogations Abingdon, Oxon: Routledge.

Guachalla, A. (2017). Social Inclusion and audience development at the Royal Opera House: A Tourist Perspective. International Journal of Culture, Tourism and Hospitality Research, 11(3), pp. 436–449.

Harfensteller, G. (2024). The genesis of a shared world through event infrastructure. Events and Infrastructures, pp. 131–144.

Kotler, P. and Keller, K. L. (2016). Marketing Management. 15th edn. Harlow: Pearson Education.

Munther, M., Zyoud, M., Tahani, R., Bsharat, T. & Dweikat, K. (2024). Quantitative Research Methods: Maximizing Benefits,

Addressing Limitations, and Advancing Methodological Frontiers. II, pp. 11–14.

Nardi, P. (2018). Doing Survey Research. 4th edn. Routledge.

Scott, D. B. and Johnson, A. B. (2016). Business of Opera. S.l.: ROUTLEDGE.

Thomas, G. (2022). How to Do Your Research Project. 4th edn. SAGE Publications Ltd.

The Production of Local Artisanal Cheeses & its Effect on Local Tourism

ABIGAIL MICALLEF

BACHELOR IN CULINARY ARTS (HONS.)

INTRODUCTION

This dissertation investigates the impact of local tourism on the production of ġbejna (Maltese cheese), focusing on how economic incentives intersect with cultural preservation in the Maltese Islands. The main research aim is to explore how local tourism influences ġbejna production, with emphasis on production scaling, originality, sustainability, and economic impact. This study is timely given global concerns regarding food systems flexibility, rural depopulation, and the erosion of cultural identity in the face of economic globalisation. The implicit hypothesis

is that while tourism offers valuable economic opportunities, it simultaneously creates challenges in maintaining the authenticity and sustainability of traditional ġbejna making practices.

LITERATURE REVIEW

The literature review explored the cultural and economic implications of cheeserelated tourism, highlighting ġbejna as a key part of Maltese culinary culture. Research demonstrated the intricate relationship between traditional goat milk production (the basis of ġbejna) and the changing socioeconomic environment.

A major theme in the literature concerns the delicate balance between commercialisation and cultural preservation. Studies emphasized that the multifaceted impact of tourism brings both opportunities and challenges, particularly regarding the need for producers to adapt their scale without compromising traditional methods. The review also addressed the biological context of production, covering the role of the endangered Maltese goat breed, milk mineral content, and sophisticated analysis techniques like Fourier-transform infrared spectroscopy (FTIR) used to authenticate geographical origin and monitor quality. Furthermore, the threat of zoonotic diseases

like Brucellosis was noted as a critical public health and agricultural concern impacting dairy farming.

RESEARCH METHODS

A mixed methods approach was employed to combine quantitative and qualitative data to achieve methodological triangulation, which enhances both the validity and richness of the findings.

An online survey via Google Forms was disseminated from February 2025 to May 2025, yielding 264 responses from both locals and tourists. The sampling strategy primarily involved convenience sampling, supported by snowball sampling, often utilizing stratified sampling to ensure

insights from both local residents and international tourists. The survey focused on consumption frequency, preference for artisanal versus industrial ġbejna, perceived authenticity, and awareness of tourism impact. Quantitative data was analysed using SPSS, relying primarily on frequency distributions (pie charts) and crosstabulation analysis to compare local versus tourist responses.

Qualitative data collection consisted of four semi-structured interviews with ġbejna producers: two small-scale artisanal producers and two large-scale producers (one in Malta, one in Gozo). This purposive sampling ensured insights into different operational scales and

their respective challenges. Data was audiorecorded with consent and subsequently transcribed. Thematic analysis (Braun and Clarke, 2006) was used to identify recurrent patterns and themes such as "Authenticity and Tradition", "Tourism Pressure and Opportunity" and "Adaptation and Change in Production."

DISCUSSION AND ANALYSES

The analysis confirmed that tourism significantly impacts ġbejna production, acting as a double-edged sword that offers economic growth while introducing substantial commercial pressures. Tourism undeniably increases demand for ġbejna. Evidence showed that this

interest has impacted the scale and methods of production, but the authenticity of the product has largely been maintained, often through thoughtful adaptation rather than compromising tradition. Producers deliberately manage the balance between traditional methods and growing demand. Large-scale producers noted that using 100% cow’s milk helps maintain traditional identity while conforming to industrial hygiene practices.

Economic competition emerged as a serious challenge, particularly for small-scale artisanal producers who rely solely on fresh milk. Local Producer A voiced struggles due to competitive pricing from manufacturers who mix milk and use additives, creating

a market that is perceived as "rigged" against traditional practices. Conversely, promoting ġbejna as a cultural product creates ripple effects benefiting related sectors such as hospitality and retail.

Key sustainability challenges arise from increased tourism pressure, including the need to scale output and address seasonal demand fluctuations. The reliance on goat’s milk links production directly to issues concerning the conservation of the local endangered Maltese goat breed.

The quantitative results highlighted diverging views between locals and tourists. While tourists consume ġbejna less frequently (often "rarely" or "never")

compared to locals who consume it "weekly" or "daily", both groups generally agree that artisanal ġbejna is essential to Maltese culture.

RECOMMENDATIONS

Recommendations are targeted at policy, industry, and academia. Policy-wise, implementing a National Ġbejna Certification Scheme or Protected Designation of Origin (PDO) is vital to safeguard authenticity and build consumer trust. At the industry level, producers, especially small-scale operations, should be encouraged to form cooperatives to share resources (marketing, transport, packaging) and reduce individual costs while preserving artisanal methods. Academically, future

research should expand qualitative sampling and conduct longitudinal and cross-comparative studies with other Mediterranean islands to better understand adaptation dynamics.

CONCLUSION

The study successfully confirmed that tourism exerts a profound, yet manageable, influence on ġbejna production in Malta. While tourism fuels economic opportunity, the main threat lies in competitive pricing undermining artisanal producers rather than direct compromises to authenticity. The future sustainability and cultural preservation of ġbejna depend on effective policy safeguards, cooperative industry strategies, and placing traditional food systems at the centre of sustainable tourism development.

SELECT BIBLIOGRAPHY

Al-Bulushi, S., Shawaf, T. and Al-Hasani, A. (2017). Some haematological and biochemical parameters of different goat breeds in Sultanate of Oman: A preliminary

study. Veterinary World, 10(4), pp. 461–466.

Braun, V. and Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), pp. 77–101.

Bryman, A. (2016). Social research methods. 5th edn. Oxford: Oxford University Press.

Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. 4th edn. Thousand Oaks, CA: SAGE Publications.

Everett, S. and Aitchison, C. (2008). The role of food tourism in sustaining regional identity: A case study of Cornwall, South West England. Journal of Sustainable Tourism, 16(2), pp. 150–167.

Kulabako, C. T. et al. (2024). Understanding brucellosis: Knowledge, perceptions, and self-reported prevalence among agropastoralists in Nakasongola, Uganda. BMC Infectious Diseases, 24(1).

“ ” implementing a National Ġbejna Certification Scheme or Protected Designation of Origin (PDO) is vital to safeguard authenticity and build consumer trust.

Navarro, P. (2020). Tourism and traditional food production: A fragile balance. Mediterranean Journal of Tourism Studies, 12(1), pp. 45–59.

Saunders, M., Lewis, P. and Thornhill, A. (2019). Research methods for business students. 8th edn. Harlow: Pearson Education Limited.

Sims, R. (2009). Food, place and authenticity: Local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), pp. 321– the scuba diving training industry

Beyond Food Tourism: Empowering Rural Communities through Heritage Interpretation

DENISE MANGION

MASTER OF ARTS IN HERITAGE INTERPRETATION

INTRODUCTION

This research investigates the potential of heritage interpretation to enhance the visibility, sustainability, and cultural value of rural communities in Malta, which have historically been underrepresented in the national tourism narrative. Focusing on traditional practices such as sheep farming, sea salt harvesting, and artisanal food production, the research highlights that these cultural expressions face the risk of fading due to modernisation and mass

tourism. Through a qualitative framework, the study gathers perspectives from rural artisans, farmers, and tourism stakeholders to explore how participatory and contextsensitive interpretation practices can contribute to cultural preservation, economic resilience, and community development. The ultimate goal is to offer a roadmap for policymakers and tourism planners to ensure Malta’s rural heritage is meaningfully celebrated within a diversified and sustainable tourism framework.

LITERATURE REVIEW

The literature review establishes a theoretical foundation by integrating heritage interpretation, community empowerment, and sustainable tourism development. Heritage interpretation is defined as a dynamic process of communicating the meaning and value of cultural heritage, moving beyond mere information transmission towards encouraging emotional and intellectual connections (Tilden, 1957). In rural settings, this involves storytelling, demonstration,

and hands-on engagement with living practices like beekeeping or bread making. The review notes that while Malta’s national marketing often focuses on coastal and historic landmarks, underrepresenting rural practices (Galea Testaferrata, 2022; Evans & Gatehouse, 2018), heritage interpretation is crucial for cultural preservation (UNESCO, 2003) and asserting local identity against homogenisation.

A significant challenge identified is balancing authenticity with the commercialisation of culture (Cohen, 1988), which can lead to the simplification or distortion of traditions (Poria, Butler, and Airey, 2003). Storytelling is presented as a powerful medium for transmitting cultural knowledge and nurturing belonging (Sims, 2009), aligning with “slow tourism” models that favour immersive experiences (Fullagar, Markwell and Wilson, 2012) The importance of participatory approaches,

where communities actively shape their narratives (Moscardo, 1996), is stressed to avoid top-down management that marginalises diverse voices.

The discussion also contextualises the global rise of culinary tourism, acknowledging its success in connecting visitors to local culture (Hall and Sharples, 2003) but warning that a singular focus risks marginalising other elements of rural heritage, such as crafts and agricultural practices. Alternatives like creative tourism (Richards, 2011) and integrated rural tourism models, such as the Aldeias do Xisto Network in Portugal, are highlighted as pathways to a more holistic approach.

For the Maltese context, challenges include the urban-centric focus of tourism (Butler, 1980), land-use changes, and the outmigration of younger generations, which threatens the continuity of traditional knowledge (Sharpley and Roberts, 2004). Opportunities lie in developing communitybased tourism (CBT) and targeted capacitybuilding programs. The theoretical framework is enhanced by Scheyvens’ (1999) dimensions of empowerment (economic, social, psychological, political), with the study suggesting a fifth dimension: digital empowerment A critical gap identified is the limited research on intangible cultural heritage and the unique structural constraints faced by small island states like Malta (Briguglio, 1995).

RESEARCH METHODS

The study adopts a qualitative, phenomenological research design to capture the depth and complexity of cultural heritage and community interactions. The phenomenological framework (Van Manen, 2016) allows for an in-depth understanding of how participants, both rural community members and tourism stakeholders, perceive their heritage and roles within the tourism landscape.

Data collection employed a triangulated approach for robustness that included semistructured interviews and secondary data analysis.

The semi-structured interviews were conducted with five rural community members (sheep farmers, beekeepers, olive oil pressers, sea salt harvesters, and bread bakers) who are custodians of intangible cultural heritage. This method offered the flexibility to explore their experiences, challenges in preserving traditions, and aspirations for engaging with tourism (Bryman, 2016).

Semi-structured guiding questions were distributed to five key tourism stakeholders (Destination Management Company managers and tourist guides) to gain insights into the feasibility, logistical challenges, and perceived demand for incorporating rural heritage into tourism packages (Creswell, 2014).

Secondary data analysis involved reviewing academic literature, government reports (e.g., Malta Tourism Strategy 2021–2030, National Cultural Policy 2021), and industry publications to provide contextual depth and triangulate primary data (Bowen, 2009).

A purposive sampling strategy (Patton, 2002; Bryman, 2016) was used to select information-rich cases relevant to the research objectives, ensuring the inclusion of diverse and knowledgeable perspectives. A sample size of five for each group was deemed sufficient to reach data saturation, a common principle in qualitative research (Fusch and Ness, 2015). Data analysis utilised Thematic Analysis (Braun & Clarke, 2006) to identify recurring ideas and patterns, followed by a comparative analysis to examine the synergies and tensions between the two participant groups Ethical considerations prioritised informed consent, anonymity, confidentiality, and cultural sensitivity (BERA, 2018; Belmont Report, 1979).

DISCUSSION AND ANALYSIS

The analysis confirmed that heritage interpretation holds transformative

potential for rural empowerment, especially when designed collaboratively and ethically (Smith, 2006). Rural practitioners desire to narrate their own stories, shifting the focus from the commodification of rural products to celebrating the people and traditions behind them.

often feeling the need to “sugar coat things” to make them appealing. This ethical dilemma underscores the challenge of reconciling authenticity with profitability.

“

Opportunities for sustainable tourism were evident through the potential for community-led initiatives, such as workshops and guided tours

Authenticity emerged as a critical but complex theme. While essential for successful heritage tourism, both groups expressed strong concerns about the risks of over-commercialisation, which could dilute cultural significance (Cohen, 1988) A beekeeper’s candid statement, “I am not a circus performer. If that’s their [tourism stakeholders] idea of heritage interpretation, then count me out,” captured the tension between preserving cultural truth and the pressure to perform for visitors Rural members stressed that tourism should support their existing practices rather than demand change, highlighting the need for community agency (Scheyvens, 1999). Tourism stakeholders acknowledged this dissonance, noting the difficulty in marketing lesser-known rural sites to visitors with “fixed expectations,”

The greatest challenge identified was the difficulty of maintaining traditional practices against the backdrop of modernisation and economic instability Participants lamented the declining interest among younger generations, who gravitate towards urban opportunities for more stable employment (Sharpley and Roberts, 2004). The olive oil presser noted, “The younger generations don’t always realise it’s not just about profits, but also about preserving the quiet, the tradition, and the feeling of the place”. Structural barriers, such as high production costs, limited market access, and competition from mass-produced goods, further undermine the sustainability of traditional practices (Tosun, 2000).

Malta’s context as a small island state presented unique challenges and opportunities. Rural practitioners felt “invisible” and “squeezed” between mass tourism zones, despite being only a short distance (25 minutes) from major attractions. The island’s compactness was seen as a potential advantage for marketing accessible day-trip destinations (Briedenhann and Wickens, 2004), but this required better integration into main itineraries.

Opportunities for sustainable tourism were evident through the potential for community-led initiatives, such as workshops and guided tours, which align with sustainable tourism principles (Bramwell and Lane, 1993). These activities not only preserve cultural traditions but also foster a sense of pride and ownership. The bread baker’s willingness to extend classes to tourists and the olive oil presser’s positive interactions with visitors highlighted the demand for immersive experiences that

“

True empowerment is multidimensional, requiring not just economic opportunities but also autonomy, respect for authenticity, and active collaboration among all stakeholders.

go beyond passive observation (Richards, 2011).

Collaboration emerged as essential, with stakeholders agreeing that a joint effort between community expertise and tourism expertise was needed (Jamal and Getz, 1995). Tourist guides particularly noted an educational gap in their training, emphasising that authentic storytelling “must come from the farmers and artisans”. Suggestions included a more formal network, like an expanded version of the social enterprise Merill, to facilitate packaged experiences and shared resources (Jamal and Getz, 1995).

A critical structural challenge was inadequate infrastructure and accessibility in rural areas (Sharpley and Roberts, 2004). Poor transportation links, insufficient facilities, and limited marketing were cited as major obstacles to including rural sites in tour itineraries Tourism stakeholders also noted that rural experiences are “less weather-dependent” and could extend the tourism season beyond the scorching summer months (Attard & Buhagiar, 2020).

”The findings align with Scheyvens’ (1999) empowerment dimensions but also reveal the need to address Blackstock’s (2005) critique concerning the homogeneity of communities and internal power relations. The infrastructural gaps are consistent with Sharpley and Roberts (2004), but the study highlights the unique exacerbation of these issues in a small island context Crucially, the study addresses a gap in the literature by foregrounding intangible rural heritage, contrasting with the historical focus on urban and monumental assets (Smith, 2006). This supports the argument for diversifying heritage interpretation to enhance competitiveness (Timothy & Boyd, 2003). A significant divergence is the lack of a fully developed agriturismo model in Malta and the reliance on part-time, aging farmers, limiting the scalability of rural hospitality offerings.

RECOMMENDATIONS

The study concludes with strategic recommendations aimed at creating a

sustainable and inclusive rural tourism framework. These include:

Strengthening Infrastructure and Collaborative Governance:

Prioritise investments in rural infrastructure (roads, signage, eco-friendly transport) and establish community advisory boards to ensure formal, equitable participation in tourism planning (Sharpley and Roberts, 2004; Jamal and Getz, 1995).

Authenticity and Diversification:

Co-create heritage experiences with rural practitioners to maintain cultural authenticity and develop more inclusive marketing strategies that diversify the narrative beyond mainstream attractions (Cohen, 1988; Richards, 2011).

Policy Incentives and Sustainable Practices: Implement financial incentives (grants, subsidies) for rural entrepreneurs and promote eco-friendly practices to balance economic growth with cultural and environmental integrity (Aplin, 2002; Bramwell and Lane, 1993).

Digital Tools and Youth Engagement:

Invest in digital storytelling tools (AR/VR, mobile apps) to amplify rural narratives and implement educational programs and mentorship schemes to engage youth in heritage preservation, ensuring intergenerational knowledge transfer (Smith, 2006; Timothy & Boyd, 2003).

Comparative and Longitudinal Studies:

Conduct future research that compares Malta’s experiences with other small island states and performs longitudinal studies to assess the long-term sustainability and evolving impacts of heritage interpretation initiatives.

CONCLUSION

The dissertation provides a detailed, context-specific analysis of how heritage interpretation can serve as a critical tool for empowering Malta’s rural communities and shifting the national tourism narrative from one of marginalisation to one of celebration. The findings highlight that true empowerment is multidimensional, requiring not just economic opportunities

but also autonomy, respect for authenticity, and active collaboration among all stakeholders. By addressing infrastructural gaps, fostering equitable partnerships, and valuing intangible heritage as a living cultural and economic asset, Malta can build a more inclusive, resilient, and sustainable tourism sector that reflects the full richness of its identity. This work is offered to spark new conversations and serve as a springboard for future community-led initiatives.

SELECT BIBLIOGRAPHY

Aplin, G. (2002). Heritage: Identification, Conservation, and Management. Oxford: Oxford University Press.

Blackstock, K. (2005). A critical look at community based tourism. Community Development Journal, $40(1)$, pp.39-49. Available at: https://www.researchgate. net/publication/31504718 A critical look at community_based_tourism (Accessed: April 2025).

Bramwell, B. & Lane, B. (1993). Sustainable tourism: An evolving global approach, Journal of Sustainable Tourism, 1(1), pp.15. Available at: https://www.tandfonline. com/doi/abs/10.1080/09669589309450696 (Accessed: November 2024).

Bryman, A. (2016) Social Research Methods, 5th edn. Oxford: Oxford University Press.

Cohen, E. (1988). Authenticity and commoditisation in tourism, Annals of Tourism Research, 15(3), pp.371386. Available at: https://www. sciencedirect.com/science/article/abs/ pii/016073838890028X?via%3Dihub (Accessed: December 2024).

Creswell, J.W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 4th edn. Thousand Oaks: Sage Publications.

Flick, U. (2014). An Introduction to Qualitative Research, 5th edn. London: Sage Publications.

Fullagar, S., Markwell, K. and Wilson, E. (2012). Slow Tourism: Experiences and Mobilities. Available at: https://www.

researchgate.net/publication/292428297 Slow tourism Experiences and mobilities (Accessed: May 2025).

Jamal, T. and Getz, D. (1995). Collaboration theory and community tourism planning, Annals of Tourism Research, 22(1), pp.186-204. Available at: https://www. sciencedirect.com/science/article/abs/ pii/0160738394000673?via%3Dihub (Accessed: December 2024).

Moscardo, G. (1996). Mindful visitors: Heritage and tourism, Annals of Tourism Research, 23(2), pp. 376-397.

Poria, Y., Butler, R., & Airey, D. (2003). The core contents of in-situ heritage interpretation in visitor attraction sites, International Journal of Heritage Studies, 9(2), pp. 109-123.

Richards, G. (2011). Creativity and Tourism: The State of the Art. Annals of Tourism Research, 38(4), pp. 1225-1253. Available at: https://www.researchgate. net/publication/241854896 Creativity and Tourism The State of the Art (Accessed: May 2025).

Scheyvens, R. (1999). Ecotourism and the empowerment of local communities, Tourism Management, 20(2), pp. 245-254.

Sharpley, R. & Roberts, L. (2004). Rural Tourism: 10 Years On, International Journal of Tourism Research, 6(2), pp. 119-124.

Silverman, L.H. (2010). The Social Value of Heritage: An Exploration of the Role of Heritage in Society. Lanham: AltaMira Press.

Sims, R. (2009). The value of storytelling in heritage tourism, Tourism Management, 30(2), pp. 283-290.

Smith, L. (2006). Uses of Heritage. London: Routledge.

Tilden, F. (1957). Interpreting Our Heritage. Chapel Hill: University of North Carolina Press.

Timothy, D.J. & Boyd, S.W. (2003). Heritage Tourism. Harlow: Prentice Hall.

Tosun, C. (2000). Limits to Community Participation in the Tourism Development Process in Developing Countries, Tourism Management, 21(6), pp. 613-633.

UNESCO (2003). Convention for the Safeguarding of the Intangible Cultural Heritage. Available at: https://ich.unesco. org/en/convention (Accessed: February 2025).

Once

an ITS Student,

Always One of Us

If you are an ITS graduate and want a network that opens doors, shares leads, and keeps you in the loop, it’s right here waiting. Scan the code. Join the ITS Alumni Network.