The brand image of Malta as a tourism destination: a case study in public relations and corporate communication practice

Vladimirova, Maria (2011) The brand image of Malta as a tourism destination: a case study in public relations and corporate communication practice. VISTAS: Education, Economy and Community, 1 (2). pp. 44-61. ISSN 2047-7449

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Place branding and country branding are evolving concepts, which continue to engage attention. This paper reviews the conceptual foundation of place branding and its application to public relations and corporate communication practices in the island state of Malta, a popular tourist destination in the centre of the Mediterranean Sea. The Maltese authorities use communication practices to develop Brand Malta and the study shows how the image of Malta is used to position its offer in the valuable UK market. Tourism is vital to the Maltese economy and the authorities need to create a favourable image and a strong brand. A number of interviews were carried out with representatives from the Malta brand promoter, Malta Tourism Authority (MTA) to establish the brand strategies and communications approaches adopted for rebranding and repositioning in the market. In addition two tour operators were contacted, who specialize in promoting Malta, to illustrate the practices of the private sector and their coordination with the Maltese authorities. The findings are analysed in accordance with the theoretical frameworks featured in the literature. The studies show that Malta has achieved some success in developing and sustaining the brand in a competitive tourism market. Niche propositions and added value have been important. A coherent approach to public relations and a corporate communication rationale do provide a strategic framework which helps competitiveness and sustains overall value.

Item Type: Article
Additional Information: © University of West London 2011
Keywords: place branding; country branding; Mediterranean sea; tourism; niche marketing; public relations; corporate communication; Malta
Subjects: Hospitality and tourism > Tourism
Hospitality and tourism
Depositing User: Meried Belete
Date Deposited: 14 Feb 2017 16:38
Last Modified: 28 Aug 2021 07:22


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