Futouristic Issue 11 Digital

CONTENTS

02

A message from the Editor-in-Chief

04

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

08

Navigating the Classification of FiveStar Boutique Hotels within Maltese Legislation

10

From Soil to Plate: A study of sustainable fine dining through Malta’s locally sourced produce

14

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

18

The Maltese tourism industry now has its own ‘beautiful’ AI solution

22

Women in Managerial Positions in 5-Star Hotels in Malta

26

The Challenges Faced by Coeliac Patrons in local Fine-dining Restaurants

30

The Effects of Climate Change on Maltese Wine Production

32

ITS Events Timeline

34

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

38

Malta and the cactus: Eric Kaiser’s Poetic Gaze

40

Using AI in Education: From Competition to Working Together

46

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

49

Exploring the influence of French pastry techniques in Traditional Bakeries and Confectioneries in Malta

52

Opera in Gozo- Cultural Tourism from a Marketing Perspective

55

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

59

Beyond Food Tourism: Empowering Rural Communities Through Heritage Interpretation

On the Cover Sunset through Ġebel Ciantar window. Photo by Marika Caruana on Wikimedia Commons. This photo was submitted to the Wiki Loves Earth in Malta 2025 competition.

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)

A m e s s a g e f r o m t h e E d i t o r-i n-C h i e f

Executive Team Executive Editor: Martin Debattista Proofreading: Stephanie Mifsud Sales and Marketing: Marketing Department

Future-Ready Hospitality Starts Here

Design Kite Group

BY D R K AT YA D E G I OVA N N I , C H I E F O P E R AT I O N S O F F I C E R - AC A D E M I A AT I T S

I

Contact Information

n my previous roles at the University

are designing low-waste kitchens, re-

from exchange cohorts with Shanghai to

THE NEXT CHAPTER

“Futouristic” is more than a theme; it is

of Malta as a resident academic and

imagining guest journeys for accessibility,

joint projects with European schools—

In the coming months we’re streamlining

a commitment. At ITS we will continue

also in the capacity of my profession

or building data dashboards that inform

bring diversity of methods, markets,

our academic pathways, strengthening

to educate professionals who are

as an Organisational Psychologist, I’m

pricing decisions, we evaluate outcomes that

and mindsets into our classrooms and

micro-credentials for upskilling staff

technically excellent, ethically grounded,

matter to businesses and communities alike.

kitchens. Yet our compass remains distinctly

already in industry, and scaling applied

and endlessly innovative—people who

Maltese: we honour our culinary heritage,

research clusters where students,

can harness technology without losing

our island ecology, and our social fabric.

faculty, and employers tackle live briefs

the human touch, and who measure

Internationalisation at ITS is not about

together. We’ll continue to publish and

success not just by occupancy, but by

copying models; it is about co-creating

showcase the best of this work—because

impact.

better ones for a small-island context with

transparency raises standards, and

global standards.

shared learning accelerates progress.

world service recovery, our practice-based

WHAT EMPLOYERS CAN EXPECT FROM AN

To our students: Be curious, be kind,

model ensures graduates are productive

ITS GRADUATE

be courageous, be smart! Treat every

from day one. Student research now

•

Operational fluency: ready to

service moment as a chance to create

contribute on shift two, not week two.

value and every setback as a rehearsal

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.

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 real-

routinely informs business decisions: pricing strategies for the London–Malta route; the operational realities of farm-to-table in fine

QUALITY OVER QUANTITY—BY DESIGN

dining; boutique hotel classification gaps;

Malta’s success cannot be measured in

women’s progression in five-star leadership;

arrivals alone. Our island’s long-term

inclusive dining for diabetics; micro-herb

competitiveness depends on quality

supply chains; French pastry techniques in

tourism—the kind that enhances place,

traditional bakeries; and the motivations

protects heritage, and lifts standards across

that drive Malta’s wreck-diving niche. This is

the value chain. This is why our curricula

not “student work”—it is industry R&D with

place sustainability and service excellence

immediate application.

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

•

•

Data-informed judgment: comfortable

To our industry partners: Keep

action.

challenging us! Bring us your hardest

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

•

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

GLOBAL OUTLOOK, MALTESE SOUL

These aren’t promises; they are our

Partnerships are the engine of academic

programme outcomes.

Sales and Marketing: Tel: +356 23793100 Email: marketing@its.edu.mt Institute of Tourism Studies Aviation Park Aviation Avenue Luqa, LQA 9023 Malta

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

for leadership.

turning numbers into narrative and

Editorial: The Futouristic Editorial Board Academic Research and Publications Board Tel: +356 23793100 Email: arpb@its.edu.mt Web: www.its.edu.mt

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.

excellence. Our collaboration streams—

Dr Katya De Giovanni E ditor-in- Chief & ITS Chief Op erating Officer – Academia

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

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Quality vs. Quantity Tourism: A Case Study of the Small Island State Destination of Malta M A RT I N D EBAT T I STA – S EN I O R AC A D EM I C AT I TS A N D E X ECU T I V E ED I TO R O F FU TO U R I ST I C DAV I D PACE – S EN I O R AC A D EM I C AT I TS*

T

his extended abstract draws upon

official policy stressing the need for

Malta’s carrying capacity. The smaller sister

an analysis of the Maltese tourism

“quality tourism”, the core objective has

island of Gozo faces these challenges

industry’s protracted struggle to

been persistently hindered by conflicting

exacerbated by its limited size, threatening

shift from a mass-market, quantity-

priorities, limited resources, and insufficient

its unique, tranquil environment.

driven model to a sustainable, quality-

political commitment. The research provides

focused approach, covering the period

an empirical timeline of this struggle,

from 1980 to 2024. The study, published

demonstrating how the prioritisation of

as a book chapter, combines an extensive

quantity over quality has led to significant

review of academic literature with content

societal consequences, notably overtourism

analysis of local newspaper reporting and

and the degradation of the environment and

official policy documents to understand the

quality of life for local residents.

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

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),

reasons why the promise of quality tourism faces challenges of implementation. The key issues can be

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

space with a direct negative impact on local

months. Historically, the British market was

communities

in recent years, the lower-spending Italian

km2, is the most densely populated country

market has surpassed it, a trend linked to

in the European Union (EU), with 1,692

Maltese government subsidies provided to

persons per square kilometre. Tourism is a

low-cost airlines, especially Ryanair, which

fundamental pillar of the national economy,

has drastically increased connectivity to

contributing approximately 10% directly and

Europe.

The literature review established that Malta exhibits characteristics typical of island

View of Golden Bay beach from Golden Sands Hotel by Searching for Bliss on Wikimedia Commons.

summarised as follows:

attempt to fill the winter and shoulder

Malta, a small island-state covering just 316

around 17% of total employment. Since the

Maltese tourism industry and identifies

b) Pressure on natural resources and limited

dominant, largely due to colonial ties, but

are factored in, while directly supporting

and explores the social context of the

scuba diving, and cruise liner calls in an

INTRODUCTION

rising to 30% when indirect contributions

Bramwell (2003) goes beyond Butler (1980)

the impact of visitors “excessively influences

spanned nearly 45 years, from January

acknowledging potential inherent biases in

perceived quality of life of citizens and/or

1980 to October 2024. The key search term

the sampled sources.

quality of visitors experiences in a negative

selected for analysis was ‘quality tourism’

way”.

due to its earliest appearance and highest

Despite political pronouncements and strategies, the transition to sustainability

prevalence in the archives, yielding 155 relevant articles out of 248 initial results.

has been thwarted by several barriers,

Qualitative Analysis involved thematic

including the prioritization of short-term

coding of newspaper articles, official

economic gains, poor internal government

policy documents, and stakeholder

coordination, the influence of private

statements using NVIVO14. This analysis

affecting Malta’s carrying capacity

sector interests on local politicians, and a

tracked sentiment, identified key actors

fundamental lack of political will to enact

(government, industry, civil society, citizens),

d) Challenging implementation of policies

unpopular changes.

and charted the chronological development

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

and strategies

RESEARCH METHODS

of the debate.

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

approach based on iterative content

and correlation analysis, specifically a linear

ambiguous, often used by the government

analysis and time-series analysis. This

regression, measuring the relationship

and industry concurrently to mean both

comprehensive approach aimed to

between the number of mentions of ‘quality

high standards for all visitors and attracting

triangulate policy intent and academic

tourism’ in the press and fluctuations in

high-spending clientele. However, the

theory with public discourse and empirical

inbound tourist numbers between 1980 and

analysis consistently shows that regardless

data.

2024.

of the definition, the essential prerequisite—

(1980) Tourism Area Life Cycle theory. Key

conceptualise. Officially, the term has

issues identified include over-dependence

evolved from attracting higher-spending

on mass tourism, resulting in overtourism in

tourists to defining the need to upgrade

This research investigates the key challenges

one of the world’s most densely populated

tourism products to a high standard,

The core research involved a content

The limitations acknowledged include

inherent in navigating this mass tourism

countries; pressure on natural resources

irrespective of the luxury level, thereby

analysis of historical data sourced from

the restricted scope to the term ‘quality

model within the environmental and

and limited space; and persistent strain

integrating customer satisfaction with

Times of Malta and The Sunday Times of

tourism’ (excluding ‘sustainable tourism’

infrastructural constraints of a small

on the country’s infrastructure, a problem

responsible practices. Conversely,

Malta, which are considered reputable

to maintain focus) and the exclusion of

island destination. Despite decades of

noted as early as the 1980s and affecting

‘overtourism’ is defined as the point where

newspapers of record in Malta. The analysis

online-only content published after 2003,

4 || Futouristic

underpinned by five dominant themes:

island of Gozo

itself remains elusive and difficult to

Covid recovery year of 2023.

Malta to transition to quality tourism,

Quantitative Analysis involved time-series

mass tourism, often summarized by Butler’s

in 1978 to over three million in the post-

a long-standing and ongoing struggle for

The study employed a mixed-methods

The concept of ‘quality tourism’

have soared, increasing from half a million

The analysis of newspaper content confirms

e) Challenges exacerbated in the smaller

destinations confronting the downsides of

mass tourism boom of the 1960s, arrivals

DISCUSSION AND ANALYSIS

an adequate national infrastructure—is not being met, leading to local communities suffering.

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infrastructure, and residents’ quality of

infrastructure, including utilities, roads, and

Bramwell, B. (2003) ‘Maltese Response to

life. Since 1980, they have repeatedly

public transport, to meet the basic quality

Tourism’, Annals of Tourism Research, 30(3),

pressed for a shift away from unsustainable

standards expected by both tourists and

pp. 581–605.

mass tourism, consistently holding the

residents. The country cannot support “five-

government accountable for its lack

star tourism in a one-star environment”.

of political will to enact true structural upgrades.

‘Tourism quality azure(d)’ - cartoon by Burlò (Times of Malta, 5 June 2016).

and environmental downsides. Policy

and civil society organisations have

decisions must involve a wider set of

historically been marginalised in favour of

stakeholders, moving beyond the industry

those representing government agencies

lobby to genuinely incorporate the needs

and the business community. Although civil

and concerns of local communities and civil

society visibility has increased since the

society.

urban environment caused by unbridled 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.

2. Dominant Negativity in Recent Years:

environment so let’s stop trying to fool

argument supported by the major low-cost

Sentiment analysis reveals a significant

ourselves”. This prioritisation of short-term

airline, Ryanair, which has been identified

increase in negative sentiment regarding

economic gains over long-term sustainability

as Malta’s “unofficial airline”. This lack of

the tourism trajectory since 2015, driven

echoes the barriers identified in academic

a coordinated, common vision among

by complex sustainability and quality-of-

literature.

stakeholders further complicates the

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

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3. A Divided Industry: The tourism sector

implementation of sustainable strategies.

is fundamentally divided on the quantity

4. The Newspapers’ Consistent Editorial

vs. quality debate. Prominent hoteliers,

Stance: The newspaper editorials (Times

such as Alfred Pisani, strongly advocate for

of Malta and The Sunday Times of Malta)

controlling volume and attracting higher-

maintain a clear and consistent stance,

spending clientele. In sharp contrast, other

acknowledging the economic benefits of

hoteliers argue that imposing limits on

tourism but continually highlighting the

tourist numbers would be “suicidal”, an

negative impacts on the environment,

Collaborations and Cases. CABI.

Communities: The voices of local citizens

construction—a direct consequence of

Sentiment score chart for the Maltese tourism industry extrapolated from newspaper content. It is quite clear how the sentiment became negative during the Covid-19 pandemic.

Managing the Visitor Economy: Concepts,

policy must shift its focus from economic metrics alone to actively address the social

around the destruction of the rural and

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,

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.

for quality, the post-Covid recovery has

the Maltese islands. [Report].

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

systemic failures identified, several

transition away from overtourism is not

recommendations are essential for

imminent and will require fundamental,

achieving sustainable tourism:

courageous political action and sustained

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

investment over a period of 10 to 20 years to effect meaningful change.

commitment and demonstrate the

*This was the last contribution to academic

political will to enact potentially unpopular

research by David Pace, who died in 2025

measures, such as imposing limitations on

following a short illness.

term economic gains.

Geographer, 24(1), 5–12.

(2022). Carrying capacity study for tourism in

The evidence suggests that a successful

private sector interests that prioritize short-

for management of resources. Canadian

Malta Hotels and Restaurants Association.

Based on the long-term struggle and

volume, and resisting the undue influence of

tourist area cycle of evolution: Implications

Despite decades of strategies advocating

continuation of a fragmented approach.

Policymakers must move beyond rhetorical

Butler, R. W. (1980). The concept of a

environmental, and political constraints.

RECOMMENDATIONS

Political Will and Strategic Vision:

Malta’s Overtourism. In Duignan, M. B. (eds)

Holistic Stakeholder Inclusion: Tourism

5. Overlooked and Undermined Local

2010s, their concerns predominantly revolve

Briguglio, L. & Avellino, M. (2021). Assessing

SELECT BIBLIOGRAPHY Attard, S. (2020). Evolution of tourism, challenges, and its sustainability in an island

Infrastructure Prioritisation: Substantial

state: Case study of Malta. International

and consistent investment is required

Journal of Islands Research, 1(1), 6.

to upgrade the country’s physical

Futouristic || 7

S tudent R esearch piloting conducted beforehand to refine

on exceptional staff highlights the critical

classification, necessitate immediate policy

questions.

connection between employee engagement,

adjustment to accurately reflect and support

a positive work culture, and cultivating

this vital segment of the Maltese luxury

service excellence in boutique hotels.

tourism market.

and personal experiences regarding guest

Operational Challenges: Boutique hotels

SELECT BIBLIOGRAPHY

perceptions, luxury, and service standards.

face significant operational challenges in

Blomberg-Nygard, A., & Anderson, C.

These open-ended surveys enabled the

maintaining high standards, particularly

K. (2016). United Nations world tourism

researcher to gather a variety of responses

concerning staff engagement and retention.

organization study on online guest reviews

that closed-ended methods would not

These smaller venues are highly dependent on

and hotel classification systems: an integrated

capture authentically.

the quality and skill of individual employees,

approach. Service Sciendce, 8(2), 139-151.

The online surveys were directed toward the general public to gather broader opinions

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 Palazzo Consiglia, Valletta (Image credit: Continentaleurope on Wikimedia Commons)

findings with interview insights, was used to strengthen the credibility of the findings.

DISCUSSION AND ANALYSIS

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

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.

T

his research addresses the

The literature review explored classification

review also touched upon operational

growing trend of boutique hotels

systems globally and in Malta, focusing

challenges, including the importance of cyber

in Malta and the challenge they

on the evolution of star ratings and their

security to protect guest information.

face in navigating the official five-

role in setting guest expectations. It noted

star classification system within Maltese

that traditional rating systems must evolve

legislation. Boutique hotels are characterised

to keep pace with contemporary review

by their individuality and loyalty to the local

platforms like TripAdvisor and Booking.

area, setting them apart from conventional

com, which offer consumer-focused

hotel chains. While traditional star ratings

assessments. A key focus was the definition

influence guest choices, consumer behaviour

and classification of boutique hotels in

is increasingly driven by word-of-mouth

Malta, contrasting their unique selling

recommendations and online reviews.

points—such as personalized service and

This dissertation aims to grasp a deeper

local identity—with the often-rigid criteria

understanding of the consistency (or lack

of conventional five-star status. The review

thereof) between informal classification

highlighted a critical gap: despite the Malta

regulations and the operational service

Tourism Authority (MTA) playing a key role

approaches used by boutique hotels. The

in regulating and enforcing standards,

central problem explored is how Maltese

there is minimal authorised classification

authorities define and enforce five-star criteria

for boutique hotels within the Maltese

specifically for boutique hotels, given the lack

legislation. The resulting legislative ambiguity

of a legally recognised category for them.

impacts operational management, marketing

8 || Futouristic

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

RESEARCH METHODOLOGY

content (UGC) and online reputation

The study adopted a qualitative approach to

management. Official hotel websites,

effectively examine the research questions,

Instagram, and influencer content emerged

prioritising detailed, subjective experiences

as the most dominant marketing channels

and perspectives from industry participants.

used by guests to identify boutique

Data collection utilised two main methods: semi-structured interviews and open-ended online surveys. The interviews targeted a small,

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.

The study proposes that Maltese authorities

still shapes guest trust and booking

tactics, and guest perceptions. The literature

supportive leadership and financial allocation

for these unique establishments.

Marketing: The traditional five-star rating

LITERATURE REVIEW

consistently. Managers noted that while

RECOMMENDATIONS

decisions, particularly among travellers INTRODUCTION

obstacle to maintaining luxury standards

This absence limits proper official recognition

Impact of Classification on Trust and

M YA G A L E A BAC H E LO R I N I N T E R N AT I O N A L H O S P I TA L I T Y M A N AG E M E N T ( H O N S . )

making issues like staff retention a critical

hotels. This highlights that consumers

should formally acknowledge boutique hotels as a specific classification, separate from

fundamentally enhanced by personalized service, often described as staff going “above

specific, relevant feedback concerning

and beyond” expected deliverables. The

classification standards, operations, and

ability of staff to offer tailored, memorable

policy enforcement. Interviews were audio-

interactions proved crucial for maintaining

recorded and transcribed verbatim, with

a perceived five-star standard. This reliance

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.

Hotel customers’ purchase intention in

of boutique accommodations. Additionally,

Malaysia. Tourism & Management Studies, 17(3),

the policy should focus on providing greater

51-62.

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.

five-star classification remains relevant in

in legal enforcement. This ensured

Day, J., 2013. Emerging Definitions of Boutique

media marketing influence on Boutique

based metrics.

representative from the MTA specializing

handle/123456789/38120 [Accessed 2024].

reflect the unique, culture-saturated nature

This dissertation established that while the

Standards: Guest experience was

at: https://www.um.edu.mt/library/oar//

Garg, A., & Kumar, J. (2021). Social

personalized service over traditional star-

three boutique hotel managers and one

Manager’s Perspective. [Online] Available

should incorporate tailored standards that

CONCLUSION

Guest Experience and Service

Study of Valletta from a Hotel

conventional hotels. This new classification

often prioritise authentic experiences and

purposive sample of key informants:

Borg, Y., 2018. Boutique Hotel Experience: A Case

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

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.

Futouristic || 9

S tudent R esearch

From Soil to Plate: A study of sustainable fine dining through Malta’s locally sourced produce

NICOLE CAMILLER I BAC H E LO R I N C U L I N A RY A RTS ( H O N S . )

T

INTRODUCTION

LITERATURE REVIEW

In the Maltese context, challenges are

The participants were selected using a

environmental) and gastronomy theory.

the importance of circularity and waste

his dissertation investigates the

The literature review established that

amplified by the small agricultural sector,

purposive sampling approach, chosen for

Limitations included time constraints

minimization, reflecting the principles of

integration of locally sourced

sustainability in fine dining involves

which limits the availability and diversity of

their active engagement with sustainable

during interviews, communication barriers

Kioupi and Voulvoulis (2019).

produce into the Maltese fine

balancing ecological stewardship with

local ingredients. The review highlighted

practices within the fine dining sector. The

regarding technical sustainability terms,

dining industry as a critical

gastronomic creativity, focusing on

that local restaurants, such as Ion Harbour,

primary data consisted of interviews with

and the non-generalizability of the small,

component of sustainability efforts. The

environmentally responsible sourcing,

are incorporating foraging and traceable

six fine dining chefs (Chefs A–F) and six

purposively selected sample.

global culinary sector is undergoing a

ethical production, waste minimisation, and

seafood, and using traditional local products

local farmers (Farmers 1–6) who directly

transformation where the farm-to-table

community engagement. The concept is

like ġbejna and ftira to promote authenticity.

supply these establishments, totalling

movement is recognized as a key strategy to

often framed by three interrelated pillars:

Despite these efforts, policy conflicts, high

12 participants. The selection criteria

reduce environmental impact and support

social, environmental, and economic

initial costs, water scarcity, and insufficient

for chefs prioritized those who actively

local economies. In Malta, this trend is

sustainability.

infrastructure hinder wider adoption of

promote sustainability, extensively use local

sustainable systems. The literature suggests

produce, and demonstrate a commitment

that the lack of systemic coordination and

to sustainable culinary practices. Farmers

the vulnerability of small-scale farmers pose

were selected based on their use of organic

ongoing barriers to strengthening local

or regenerative farming methods and

supply chains.

collaborations with local restaurants.

the Green Michelin Star. Influential chefs

RESEARCH METHODS

The data analysis utilized Braun and

like Simon Rogan demonstrate the “farm-

The study adopted a qualitative research

Clarke’s six-phase framework for thematic

to-fork” philosophy, prioritizing hyperlocal

design to gather detailed, experience-

analysis. This thematic approach helped

and seasonal ingredients. The pursuit of

based insights into farm-to-table dynamics.

identify recurring patterns, relationships,

sustainability is essential given agriculture’s

The research approach employed semi-

and constraints, which were grounded in

significant contribution to global emissions.

structured interviews to explore subjective

the philosophical paradigms of the Triple

experiences and practices.

Bottom Line approach (economic, social,

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.

10 || Futouristic

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

Supply Chain Dynamics and Challenges: The local supply chain operates on a “relational supply chain” model, heavily dependent on

DISCUSSION AND ANALYSIS

informal, personal trust and communication

The analysis synthesized the data from

between individual chefs and farmers. This

chefs and farmers, revealing a strong

system allows for custom crop planning

rhetorical and ethical commitment to local

and flexible, harvest-to-order delivery.

sourcing and sustainability, tempered

However, the research confirmed significant

by significant operational and economic

challenges, including supply inconsistencies

asymmetries.

and seasonal limitations. Crucially, the

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

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 interfarmer collaboration or shared logistics intensifies these inefficiencies.

terms of soil health, resource conservation,

Waste Reduction and Innovation: Waste

and ethical growing practices to build

reduction is a core sustainable practice,

system resilience. Both groups agreed on

aligning with the idea of a “full-cycle Futouristic || 11

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, the research suggests targeted interventions in four key

“

S tudent R esearch

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

”

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 successfully demonstrated that Chef plating salmon and vegetables (Image credit: Jonathan Borba on Pexels)

the integration of locally sourced produce significantly enhances the environmental and cultural sustainability of Malta’s fine dining sector. However, the ambitious

kitchen”. Chefs employed root-to-stem/

Economic Implications: Economic

nose-to-tail techniques, stock-making from

sustainability remains a major tension

scraps, and portion control to minimize

point. Local ingredients are generally more

kitchen waste. Farmers contribute by

expensive than imported alternatives,

composting, recycling water, and using

driven by higher input costs for small-scale

surplus produce for animal feed or selling

regenerative farming, seasonal scarcity,

“ugly produce” to willing chefs. This mutual

and labour intensity. Chefs mitigate the

adaptation marks a shift in the definition of

resulting tight margins through adaptive

quality, prioritising ecological impact over

menu structures, rigorous portion control,

visual uniformity.

and diversifying revenue streams via catering and bespoke events. The consensus is that while local sourcing is ethically and

12 || Futouristic

farm-to-fork movement is structurally fragile, characterized by asymmetrical risks where farmers absorb the burden of supply inconsistencies and high production costs, while chefs gain the resulting brand

Access the full text of the research here

SELECT BIBLIOGRAPHY

Fredrik Fernqvist, Spendrup, S. and

Rogan, S. (2022). Restaurants. [Online]

Batat, W. (2020). Pillars of sustainable food

Tellström, R. (2024). Understanding food

Simon Rogan. Available at: https://www.

experiences in the luxury gastronomy

choice: a systematic review of reviews.

simonrogan.co.uk/restaurants

sector: A qualitative exploration of

Heliyon, 10(12), pp.e32492–e32492.

Michelin-starred chefs’ motivations. Journal

doi:https://doi.org/10.1016/j.heliyon.2024.

of Retailing and Consumer Services, 57,

e32492.

p.102255. doi:https://doi.org/10.1016/j. jretconser.2020.102255.

Roy, H. (2022). Connecting Farmers’ Markets to Foodservice Businesses: A Qualitative Exploration of Restaurants’ Perceived

Gustavsson, J., Cederberg, C. and Sonesson,

Benefits and Challenges of Purchasing Food

U. (2011). [Title not specified in source]. (Note:

Locally. International Journal of Hospitality

Camilleri, N. and Spiteri, M. (2022). [Title not

Cited in source references as Gustavsson

& Tourism Administration, 25(3), pp.1–36.

specified in source]. (Note: Cited in text as

Christel Cederberg Ulf Sonesson, J. (2011)

doi:https://doi.org/10.1080/15256480.2022

Camilleri and Spiteri (2022) but full reference

and linked to an FAO URL).

.2142994.

not provided in source references list).

Huang, Y. and Hall, C.M. (2023). Locality in

Egli, L., Rüschhoff, J. and Priess, J. (2023). A

the Promoted Sustainability Practices of

systematic review of the ecological, social,

Michelin - Starred Restaurants. Sustainability,

and economic sustainability effects of

15(4), p.3672. doi:https://doi.org/10.3390/

community-supported agriculture. Frontiers

su15043672

in Sustainable Food Systems, 7. doi:https:// doi.org/10.3389/fsufs.2023.1136866.

Kioupi, V. and Voulvoulis, N. (2019).

Education for Sustainable Development:

narrative. The findings underscore that

FAO (2023). Sustainable Food and

A Systemic Framework for Connecting

genuine, scalable sustainable gastronomy

Agriculture. [Online] Food and Agriculture

the SDGs to Educational Outcomes.

in Malta necessitates a transition from a

Organization of the United Nations.

Sustainability, 11(21), p.6104. doi:https://doi.

reliance on personal trust and individual

Available at: https://www.fao.org/

org/10.3390/su11216104.

creative effort to a model underpinned

sustainability/en/

by systemic coordination, infrastructural investment, and clear policy backing.

Futouristic || 13

S tudent R esearch 2024) emphasises intrinsic motivation,

techniques. Data analysis involved

issues persist: respondents cited a lack of

autonomy, and competence. Divers are

descriptive statistics and thematic coding to

showers, restrooms, and parking facilities,

driven by personal mastery, underwater

triangulate motivations, experiences, and

as well as crowding and limited historical

independence, and shared community

management challenges.

signage. These concerns confirm Caruana

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.

Tug 2 a sunken tugboat located at Exiles Beach ( Image credit: Shaun Cardona)

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

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

RESEARCH METHODOLOGY

demonstrate that divers pursue wreck

A mixed-methods approach was employed.

diving as an internally rewarding activity.

Eighty recreational divers completed

Respondents also described a “sense of

questionnaires distributed through Maltese

tranquillity” and “connection to history,”

dive centres and QR codes at major wreck

reflecting elements of both flow and

sites such as Ċirkewwa Marine Park,

heritage-based fulfilment. Over 83% of

Żurrieq, and Manoel Island. These captured

divers reported that their experiences met

demographics, motivations, and satisfaction

or exceeded expectations. They praised

levels. In parallel, a semi-structured

Malta’s visibility, accessibility, and the

interview with two senior managers at the

authenticity of sites such as Um El Faroud

Malta Tourism Authority (MTA) provided

and P29. Many were emotionally moved

insight into national strategy. Sampling

by the wartime memorial significance of

combined convenience and purposive

these wrecks. Nevertheless, infrastructure

& 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.

Tugboat St. Michael located in Marsaskala Bay (Image credit: Shaun Cardona)

SHAUN CARDONA BAC H E LO R O F S C I E N C E I N D I V I N G S A F E T Y M A N AG E M E N T

R

ecreational wreck diving represents

authorities can improve the sustainability

policymakers in Malta. The investigation

a convergence of sport, culture, and

and competitiveness of this sector.

draws upon three complementary

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

14 || Futouristic

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

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

Futouristic || 15

“

S tudent R esearch

Um El Faroud, the sunken oil tanker outside Żurrieq.

On the 3rd February 1995 an explosion on the tanker killed nine Maltese workers at the Malta dockyard.

(Image credit: Shaun Cardona)

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

”

SELECT BIBLIOGRAPHY

Garrod, B. & Wilson, J. C. (2003). Marine

Biasutti, M. (2017). Flow and Optimal

Ecotourism: Issues and Experiences.

Experience in Sport and Adventure Tourism.

Channel View Publications.

Annals of Leisure Research, 20(4), 1–15. H Cherry, K. (2024). Self-Determination Theory MV Xlendi, a former Gozo Channel ferry.

(Image credit: Shaun Cardona)

Discussion of the combined data reveals

interpretive signage suggest an emerging

will ensure adaptive management and long-

that Malta’s competitive advantage lies in

environmental ethic consistent with Edney’s

term resilience.

its synergy of environmental and cultural

(2006) assertion that informed divers

assets: warm, clear waters, accessible

become active stewards of heritage sites.

wrecks, and compelling historical narratives.

CONCLUSION In conclusion, the study confirms that

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

IMPLICATIONS

wreck-diving tourists in Malta is primarily

However, this advantage is threatened

The research therefore carries several

driven by intrinsic motivations centred on

by infrastructure gaps that limit diver

implications. First, Malta must invest in

enjoyment, discovery, and challenge. Malta’s

satisfaction. As Stolk et al. (2007) and

consistent site upgrades to maintain its

appeal is reinforced by its accessibility,

Garrod & Wilson (2003) argue, divers’

international standing. Second, interpretive

environmental quality, and historical depth.

experiences depend as much on surface

initiatives plaques, digital guides, and

Yet long-term competitiveness depends on

facilities and management as on underwater

museum experiences can transform wrecks

targeted infrastructural improvements and

conditions. Moreover, wreck diving holds

into educational heritage assets. Third, diver

enhanced environmental interpretation. By

Edney, J., Dimmock, K. & Boyd, W. E. (2021).

a dual sustainability potential: it diverts

education programmes should promote

uniting motivational theory with empirical

Motivations and Experiences of Wreck

pressure from natural reefs by drawing

eco-friendly behaviour and historical

tourism analysis, this research contributes

Divers in the Asia-Pacific Region. Journal of

divers to artificial sites (Granan et al. 2015),

respect. Finally, diversification of dive sites

a replicable framework for balancing

Sustainable Tourism, 29(2–3), 195–217.

but unmanaged visitation can endanger

through artificial reefs and marine parks can

adventure tourism growth with cultural

wreck integrity and marine biodiversity.

spread visitor pressure and extend seasonal

preservation and ecological sustainability.

Respondents’ repeated requests for

demand. Integrating data-driven monitoring

16 || Futouristic

Tourism. Routledge.

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

Edney, J. (2006). Managing the Human

Department & McGrath, S. (2021).

Impact of Recreational Wreck Diving.

Sensation-Seeking Theory: Understanding

Tourism in Marine Environments, 3(2),

Risk Motivation. Springfield College Press.

93–107.

“

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

”

Futouristic || 17

The Maltese tourism industry now has its own ‘beautiful’ AI solution Bella chatbot used by a hotel guest

M A RT I N D EBAT T I STA S EN I O R AC A D EM I C A N D E X ECU TIV E ED ITO R – FU TOU R I STI C

T

he Maltese tourism industry is

What is the origin of the idea to develop

focus on the warmth and judgement that

being offered the first virtual

Bella.mt for the Maltese tourism and

define Maltese hospitality. The benefits are

concierge powered by artificial

hospitality industry? Is it simply riding

practical, not fashionable. Guests receive

intelligence (AI), with the aim

the artificial intelligence wave or are

faster replies, fewer enquiries are lost,

of providing a more efficient and more

there proven benefits for the tourism

bookings are smoother, and staff have more

personalised service to hotel guests and

industry?

time to create memorable moments.

tourists in general. Aptly named Bella

The idea did not come from a trend on

(which means ‘beautiful’ in Italian), it

social media. It came from a real challenge

The tourism and hospitality industry

comes complete with a chatbot and full

at Palazzo Ignazio in Valletta. Mark Bajada,

is very people-focused. How does the

integration with current hotel operations

who co-owns Digital Traffic Brain, faced the

implementation of artificial intelligence

and information and communication

daily challenge of finding people who were

in this industry affect human resources?

technology set-ups. Futouristic spoke to

excellent at their job, proactive with guests,

What is the typical process for a hotel

Prof. Alexiei Dingli, a leading academic on AI

and comfortable in several languages. That

to transition towards “Operational

and a designer of the solution developed by

mix is rare in a small labour market like

Transformation” using Bella, and what

Digital Brain.

Malta, where demand changes with the

support mechanisms are in place

seasons and language needs change with

to ensure seamless adoption of the

the guests who arrive each week. Bella was

technology by existing staff members?

built to handle the repetitive, always-on

This technology should protect people’s

aspects of service, allowing the team to

time, not replace it. Day to day, Bella

18 || Futouristic

handles high-volume, simple tasks such as

How specifically does Bella’s capacity

Given the focus on cutting costs and

questions about facilities, straightforward

to remember guest preferences, speak

increasing efficiency in hotels, how

bookings, and minor changes. This lets

multiple languages, and provide tailored

can you guarantee that relying on

colleagues focus on empathy, problem-

recommendations redefine what is

artificial intelligence rather than

solving, and thoughtful selling. The change

considered “luxury hospitality” for

human interaction enhances the luxury

starts with a clear talk about today’s

modern travellers?

experience for guests?

problems and what success looks like.

Luxury today means removing friction

You guarantee it by design. From the start,

We then connect Bella to the tools the

quietly. When a returning guest gets their

we set firm rules to immediately move

hotel already uses, such as reservations,

preferred pillow, their usual breakfast

any sensitive, emotional, or high-value

restaurant tables, room service, and

table, and is not asked again about dietary

situation to a person. Colleagues remain the

partner excursions. We also teach Bella

needs, the stay feels personal. When the

decision-makers for gestures of goodwill,

how the property works by adding service

conversation flows in the guest’s own

upgrades, and delicate conversations. The

standards, menus, policies, and the right

language on the channel they already use,

assistant does the groundwork by preparing

tone of voice. A short pilot follows, focused

planning feels as easy as messaging a

information, drafting options, surfacing

on everyday tasks so we can learn quickly.

friend. When suggestions change with the

preferences, and keeping everything tidy.

Staff receive short and practical coaching

day, for example, leaving earlier because

Managers review real conversations and

on supervising the assistant, taking over a

the main streets are busy or choosing a

adjust the behaviour regularly. The result is

conversation, and adding details to guest

bistro because a festival has shifted crowds,

simple. Technology clears the routine work

preference cards. Ongoing support includes

service feels thoughtful rather than routine.

so people can guide the guests with care.

an operator view for instant handover, quick

Modern travellers see luxury as being

help when questions arise, and regular

known, understood, and gently guided

improvement sessions so the system keeps

without fuss.

improving alongside the team.

Futouristic || 19

Bella offers comprehensive assistance,

records of bookings or approvals. The hotel

including “basic hotel services” up

remains the decision-maker about this

to “advanced” assistance. What is an

data, and Bella acts as a service provider.

example of a truly advanced service that

Protection is layered. Access is limited to the

Bella provides that a human concierge

right people for the right reasons, activity is

could not achieve?

logged, and retention periods are sensible.

A good example is instant itinerary re-

Guests can ask to see what is held about

planning at scale. Imagine several families

them or to have it removed. For messaging

affected simultaneously by a late flight

channels, WhatsApp supports secure

and heavy traffic. Bella can reshuffle each

conversations. Traditional text messaging

timetable in seconds, move transfers,

does not provide the same protection, so

rebook tickets, alert restaurants, and

sensitive details are avoided there.

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?

Another example of guest-chatbot interaction

The service claims to provide assistance

Considering Bella facilitates seamless

24/7. In what circumstances does Bella

booking integration for restaurant

need to hand off a request to a human

reservations, room service, and

operator?

excursion bookings, how does the system

Handover occurs when a guest requests

actively drive more direct bookings and

someone or when the tone indicates

revenue for hotel partners?

frustration, confusion, or distress. It also

It helps by letting guests ask, decide, and

happens when identity or payment needs

book in the same conversation. When the

careful checks, when a partner system fails,

answer and the action sit together, there

when safety or health is involved, or when a

is no need to jump to another site where

very special or complex itinerary appears. In

attention can drift and a booking can be

these cases, a colleague takes over through

lost. Because the conversation feels natural

the operator view and resolves the matter

and personal, the hotel can make gentle,

with human judgement.

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.

20 || Futouristic

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

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

”

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

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?

“

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

”

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.

and contact details, preferred language, dates of stay, party size, room and service choices, known preferences such as dietary needs, relevant conversation history, and

Futouristic || 21

S tudent R esearch available at the commitment of work, which

involved descriptive and inferential statistics

73.8 per cent of survey respondents feeling

inherently disadvantages women due to

using SPSS.

encouraged. Notably, the quantitative data

assumptions around family responsibilities.

RESEARCH METHODS

The discussion synthesised findings from

The study adopted a mixed methodology

both quantitative data (questionnaires)

research approach to triangulate data

and qualitative data (interviews) through

and interpret results within the context of

triangulation.

academic literature. The research design

Selection Framework and Progression

was guided by the philosophical paradigm

Challenges: While interview participants

of pragmatism, which seeks practical

asserted that selection processes are

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 Image credit: https:// www.flickr.com/photos/ audiolucistore/

Women in Managerial Positions in 5-Star Hotels in Malta

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

HANNAH GONZI BAC H E LO R I N I N T E R N AT I O N A L H O S P I TA L I T Y M A N AG E M E N T ( H O N S . )

organisational and strategic views on gender-related decisions. Thematic analysis was executed using the six

INTRODUCTION

investigating various challenges, such as

industry is still traditional, with covert

This dissertation explores the challenges

family responsibilities, work-life balance,

gender discrimination and bias still

affecting the career progression of women

gender discrimination, and bias. It seeks to

prevalent, which particularly affects women

seeking managerial positions within 5-star

identify key enablers, such as mentorship,

in hospitality. Studies indicate that few

hotels in Malta. The hospitality industry

that support women’s advancement.

women reach managerial levels due to

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,

22 || Futouristic

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

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

DISCUSSION AND ANALYSIS

phases suggested by Braun and Clarke (2006).

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,”

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

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

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

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.

Conclusion on Underrepresentation: The combination of data confirmed that women are still underrepresented in top hotels in Malta. The research

research comprised distributing questionnaires to female

work-life balance, workplace

managerial positions in 5-star

The quantitative

was 62 valid responses, which aligns with

showed a statistically significant relationship

contributes to the knowledge typically defined as one having a flexible

gap by providing raw, honest opinions and

schedule and availability to be constantly

real-life experiences, particularly focusing

responsive to work commitments. This

on the challenges faced in ascending the

standard places women at a disadvantage

hierarchical ranks of management.

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.

RECOMMENDATIONS To foster an equitable environment, several recommendations were drawn up.

Evaluation for promotions and recruitment, as well as performance appraisals, should

the recommended guidelines for ex-post

Roles and Support Systems: The data

rely solely on competences and measurable

facto and experimental research requiring

confirmed the importance of support and

output. The study strongly advocates

samples of more than 30. Data analysis

encouragement for career progression, with

for introducing the concept of ‘care

Futouristic || 23

S tudent R esearch

“

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

“

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

24 || Futouristic

”

masculinity’ to ensure that caregiving is

ostensibly competence-based, often

Couto, S. S. & M. J. (2023). Gender Bias in

Memon, M. A. et al. (2020). Sample

seen as a burden shared within families,

relies on an ideal worker standard that

the Hospitality Sector: Female and Male

size for survey research: review and

thus breaking standard gender stereotypes

disadvantages women. While key enablers

Jobs. [Journal Name not specified in excerpt],

recommendations. Journal of Applied

and alleviating the disproportionate

like mentorship were identified, the findings

6(1), pp. 292–297.

Structural Equation Modeling, 4(2), pp. i-xx.

responsibility currently held by women.

underscore the need for organisational and

Furthermore, training should incorporate

societal reforms, notably through promoting

Eurofound (2018). Women in management:

Mooney, I. R. & S. (2008). A woman’s

inclusivity and gender awareness.

equitable sharing of care responsibilities

Underrepresented and overstretched?.

place in hotel management: upstairs or

Organisations must actively support

and implementing output-based

Luxembourg: Publications Office of the

downstairs?. Gender in Management, 23(1),

change through improved communication,

evaluations, to achieve genuine gender

European Union.

pp. 197–205.

empathy, and inclusive policies, rather than

equality in leadership within the Maltese

placing the burden of change solely on

hospitality sector.

Faizan R., N. S. H. A. (2018). The effectiveness

Narayanan, E. (2017). Women in

of feminine and masculine leadership

Management: Breaking Barriers on Female

styles in relation to contrasting gender’s

Career Advancement in the Hospitality

performances. Polish journal of management

Industry. Journal of Hospitality and Tourism,

studies, 17(1), pp. 78–92.

14(1).

Gravetter, F. J. & Wallnau, L. B.

Saunders, M. N. K., Lewis, P. & Thornhill,

(2015). Statistics for the Behavioral Sciences.

A. (2016). Research methods for business

10th edn. s.l.: Cencage Learning.

students. 9th edn. s.l.:s.n.

women.

SELECT BIBLIOGRAPHY

CONCLUSION

Blake-Beard, S. (2011). Matching by race and

This study successfully investigated

gender in mentoring relationships: Keeping

the factors impeding women’s career

our eyes on the prize. Journal of Social Issues,

progression in 5-star hotels in Malta,

67(3), pp. 622–643.

confirming that structural and societal challenges, particularly covert gender bias and unbalanced family responsibilities, contribute to underrepresentation in senior

Braun, V. & Clarke, V. (2006). Using thematic

”

analysis in psychology. Qualitative Research in Psychology, 3, pp. 77–101.

roles. The selection process, although

Futouristic || 25

S esearch Student tudent Rresearch esearch tudent R Quantitative data analysis involved statistical presentation of patterns and descriptive

The Challenges Faced by Coeliac Patrons in local Fine-dining Restaurants

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

Cross-Contamination Crisis: Crosscontamination emerged as the single most significant challenge. Over 83% of coeliac survey respondents reported encountering cross-contamination “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

CRAIG GAUCI BAC H E LO R I N C U L I N A RY A RTS ( H O N S . )

T

medically vulnerable population. The

LITERATURE REVIEW

his dissertation investigates the

central research question is: “What specific

The literature review addressed coeliac

specific challenges encountered by

challenges do coeliac disease individuals

disease, gluten-free diets, and the nuances

coeliac patrons when dining in local

encounter when dining in local fine dining

of fine-dining operations in Malta. Fine-

fine-dining restaurants in Malta.

restaurants?” The study aimed to assess

dining is characterized by high quality

Coeliac disease is a lifelong autoimmune

the extent of awareness and adaptation

ingredients, sophisticated preparation,

disease requiring a strict gluten-free

among restaurants and evaluate staff

elegant service, and refined ambiance.

diet, making food safety paramount. The

training concerning allergen management.

INTRODUCTION

research was motivated by a need to study whether Malta’s fine-dining sector adequately addresses the needs of this

26 || Futouristic

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

reveals persistent global issues regarding

sequential approach linked statistical

cross-contamination and inadequate staff

patterns from consumer feedback

knowledge in food service environments.

with qualitative insights from industry

Gluten-free food innovation focuses on

professionals to gain a comprehensive

improving the texture and nutrition of

understanding of the complex problem.

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.

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

RESEARCH METHODS

page. The survey gathered a substantial

The study adopted a mixed-methods

number of responses (129 participants) and

approach to enhance validity through

covered demographics, dining habits,

triangulation, combining quantitative

challenges experienced, perception of

breadth with qualitative depth. This

gluten-free dishes, and staff feedback.

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 crosscontamination 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 glutenfree options was noted as a limitation.

Accommodation needs to go beyond simply

Futouristic || 27

providing safe meals; it must also ensure

a need for increased awareness and

teams must prioritize menu innovation to

Accommodating coeliac needs is not just

Biesiekierski, J. R. (2017). What Is

the coeliac patron feels included in the

adaptation.

move beyond basic accommodations,

about satisfaction but about safety and

Gluten? Journal of Gastroenterology and

offering creative, high-quality gluten-free

positioning Malta’s fine-dining industry as

Hepatology, 32(S1), pp. 78–81.

dishes that ensure patron inclusion and

reputable and compliant with international

satisfaction. Open online communication

standards. Addressing these gaps through

regarding allergen policies is also crucial.

certification and enhanced training is

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.

RECOMMENDATIONS The dissertation advocates for the mandatory introduction of standardised allergen training across the fine-dining

essential to transform the fine-dining

sector, coupled with coeliac-friendly

CONCLUSION

Industry Awareness: The findings confirmed

certifications to establish quantifiable

The study concluded that coeliac patrons

that while some restaurants show good

safety benchmarks. Restaurants should

face substantial, consistent challenges

practice (notably Michelin-starred ones),

invest in rigorous protocols to eliminate

in local fine-dining restaurants, primarily

SELECT BIBLIOGRAPHY

the majority of the fine-dining sector fails

cross-contamination risks, such as utilizing

due to alarmingly high levels of cross-

Arnaudov, K. & Naumov, K. (2022). Offering

to meet expectations regarding safety,

segregated food preparation zones and

contamination (over 83% reported

Gluten – Free Meals on Restaurant

inclusion, and communication, suggesting

dedicated equipment. Furthermore, culinary

issues) and inadequate staff training.

Menus. HORIZONS.A, 31.

experience into one that is truly inclusive and safe.

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

“

S esearch Student tudent tudent R Rresearch esearch

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

”

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.

28 || Futouristic

Futouristic || 29

S tudent R esearch producers lacked a clear understanding

(89.6%) felt that the wine industry does

of their customers’ knowledge levels. The

not adequately educate consumers about

survey was disseminated through social

climate change impacts. Encouragingly, 66%

media platforms (such as “Wine Lovers

of respondents agreed that knowledge of

Malta” page) and academic channels to

climate change impacts would influence their

a target market of knowledgeable wine

purchasing decisions, suggesting a market

consumers, resulting in 109 responses. The

openness for sustainably produced wines.

survey included demographic questions (e.g., age and nationality) and knowledge questions assessed using a Likert scale.

periods of diminishing frequency and intensity, helping to maintain vine health

data provided comprehensive answers to

and reduce irrigation costs. Although

the research questions.

drip irrigation is already in use, the study

predicted, noting that wine production can still operate effectively, although with

JAEL ELLUL BAC H E LO R I N I N T E R N AT I O N A L H O S P I TA L I T Y M A N AG E M E N T ( H O N S . )

T

INTRODUCTION

the technical challenges, noting that rising

his research investigates the

temperatures exacerbate water requirements.

effects of climate change on

Techniques covered included the effectiveness

Maltese wine production, focusing

of shading nets in reducing temperatures and

particularly on how viticulturists

water stress, the use of different yeasts in

and wine producers are adapting to climatic

fermentation, and strategies involving clones,

changes that affect vineyards and terroir in

hybrids, and indigenous grapes.

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

30 || Futouristic

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 review provided context regarding

the topic is highly technical, requiring

local demand, noting that Malta consumes

expert input. Questions covered the central

between twelve and fourteen million bottles

research question and the first sub-research

of wine annually, vastly exceeding the local

question (techniques used). Interviews

production of two to four million bottles. This

included both open-ended and close-ended

high demand suggests that local producers

questions to gather detailed information

should focus on expensive, high-quality wines

while maintaining focus. Thematic

rather than inexpensive ones. The lack of

analysis (Braun and Clark, 2013) was used to

precipitation and increased air temperature resulting from climate change place vines under stress, requiring increased irrigation.

reservoirs to collect rainwater during

The triangulation of interview and survey

climate change are not yet as drastic as

The Effects of Climate Change on Maltese Wine Production

Viticulturists should invest in large rainwater

DISCUSSION AND ANALYSIS

Viticulturalists argued that the effects of

Vineyard near Zejtun, Malta (Image credit: Florival fr on Wikimedia Commons)

RECOMMENDATIONS

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.

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.

Photo by Pinar Kucuk on Unsplash

Drori, E. et al., 2022. The Effect of Irrigation-Initiation Timing on the Phenolic Composition and Overall Quality of

Due to the high temperatures, vines are

CONCLUSION

not receding into a long dormancy stage,

The research concluded that while climate

Cabernet Sauvignon Wines Growth in a

preventing them from storing enough

change presents serious challenges,

Semi-Arid Climate. MDPI foods, Volume 11.

energy for sufficient grape production.

particularly rising temperatures and water

This also leads to an increase in high sugar

stress, Maltese wine production remains

levels, resulting in high alcohol content in

viable through costly adaptation techniques

the wines.

like extensive irrigation and the secondary

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

benefits of shading nets. A critical finding pertains to consumer education: despite

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.

possessing general climate change awareness,

Jagosz, B. et al. (2022). Effects of the forecast

the public remains largely uninformed about

air temperature change on the water

local adaptation efforts. Future sustainability

needs of vines in the region of Bydgoszcz,

relies on greater water infrastructure

Northern Poland. Agronomy, 12, pp. 1–15.

investment and improved transparency between producers and consumers.

Mezei, L. et al. (2021). Meeting the demands

used, primarily to repel birds, but they also

SELECT BIBLIOGRAPHY

acceptance and sensory profiling of red

serve the critical function of protecting

A Maltese Pantry (2020). From soil to vine,

wines produced from non-traditional red

grapes from harsh sunlight and heat stress.

meeting a Maltese vigneron. A Maltese

grape varieties. Oeno one, 55.

The use of indigenous grapes is valued for

Pantry, 10 October.

quality. Shading nets are also commonly

their higher Water Use Efficiency (WUE)

of climate change: Australian consumer

Pal-Fam et al. (2022). Effects of the forecast

Balbontin et al. (2021). Effect of Shading

air temperature change on the water

Nets on Yield, Leaf Biomass and Petiole

needs of vines in the region of Bydgoszcz,

The survey results indicated that

Nutrients of a Muscat of Alexandria

interpret the responses, linking themes to

Northern Poland. Agronomy, 12, pp. 1–15.

respondents have general knowledge

Vineyard growing under Hyper Arid

the research matrix and literature review.

about the effects of climate change on

conditions. Horticulture.

Ptach et al. (2022). Effects of the forecast Air

Barber, N., Taylor, C. & Strick, S. (2023). Wine

vines on the region of Bydgoszcz, Northern

consumers environmental knowledge and

Poland.

An online survey was conducted to

RESEARCH METHODS

address the second sub-research

A mixed methodology approach, combining

question concerning the knowledge of

qualitative and quantitative research

wine consumers. This was necessary as

compared to international varieties.

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

temperature change on the water needs of

attitudes: Influence on willingness to purchase. pp. 59–72.

Futouristic || 31

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.

27 JUNE

26 SEPTEMBER

12 NOV

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.

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.

The Institute of Tourism Studies and Albania’s Preca College in Korce Sign an Agreement to strengthen crossborder 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 JUNE

24 JULY

14 OCTOBER

1 DECEMBER

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.

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.

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.

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.

32 || Futouristic

3 DECEMBER 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.

Futouristic || 33

S tudent R esearch Image by Olly on Pexels.com

of vitamins C, K, and E compared to their

identify recurring patterns and ideas.

go out, you wear a watch which completes

mature counterparts. For example, radish

Interpretative Phenomenological Analysis

your outfit”. Chefs gauge effectiveness

microgreens may hold up to 40 times

(IPA) was also used to delve deeper into the

primarily by visual impact and the flavour

more Vitamin C than their older versions.

personal experiences and motives of the

balance (e.g., using zesty microgreens to aid

In modern gastronomy, they contribute

growers. Descriptive statistics, calculated

palate stimulation in a fatty dish). However,

significantly to presentation, flavour

using Microsoft Excel, supported the

despite strong literature on their high

complexity, and texture in sophisticated

thematic findings by tabulating frequency

nutritional value (e.g., radish microgreens

dishes. Globally, market trends favour

data on sourcing and preferences. This

possessing 40 times more Vitamin C), chefs

micro herbs due to increasing demand for

mixed analytical approach ensured a

rarely mentioned nutritional benefits as

functional, locally sourced, and sustainable

comprehensive interpretation of the

a motivation for use, indicating a missed

products, aligning with urban farming

industry’s dynamic and fragmented system.

opportunity to leverage their full functional

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

fertilisers.

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

The study adopted a qualitative approach, underpinned by the research philosophy of Pragmatism, which suited the flexibility required to

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

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

MIGUEL FAR RUGIA BAC H E LO R I N C U L I N A RY A RTS ( H O N S . )

(with open-ended questions) distributed to head chefs and restaurant

T

INTRODUCTION

despite the local culinary sector’s ambition

LITERATURE REVIEW

his dissertation investigates the

to refine itself as a fine dining destination.

The literature review established the

adoption and application of micro

This research aims to explore the culinary

definition and role of micro herbs (a type

herbs within Malta’s fine dining

potential and practical application of

of microgreen), distinguishing them by

sector. Micro herbs are delicate,

micro herbs, examining factors influencing

their more pronounced and condensed

young seedlings of vegetables and herbs,

their adoption and availability, thereby

flavour. Historically used in ancient

increasingly recognised for their ability to

contributing practical insights for chefs,

practices, micro herbs gained modern

enhance flavour, texture, and presentation.

growers, and policymakers interested in

prominence in the 1980s in high-end

In the global food industry, driven by rising

expanding the role of micro herbs in Malta’s

establishments, driven by the farm-to-table

consumer demands for functional foods

culinary future. The central question guiding

movement. Micro herbs are valued not

and aesthetic plating, micro herbs have

this study is: “How can micro herbs enhance

just for aesthetic appeal (vibrant colours,

emerged as versatile ingredients. However,

the quality and presentation of food in fine

versatility) but also for their high nutritional

within the local Maltese context, their use

dining cuisine in Malta?”

density, boasting concentrated bioactive

remains minimal and largely unexplored, 34 || Futouristic

compounds, including higher concentrations

managers.

value.

The analysis confirmed a high degree of

While chefs and growers agree that micro

integration of micro herbs in the Maltese

herbs are inextricably linked with modern

fine dining environment, driven heavily

fine dining, the product remains largely a

by aesthetics and, secondarily, by flavour

professional-driven choice. 70.6% of chefs

“

systems like hydroponics, and supply chain issues related to the import of seeds and

DISCUSSION AND ANALYSIS

complexity, but revealed systemic sourcing

reported no noticeable change in customer

challenges and limited consumer pull.

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,

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,

experimenting chefs and international influences.

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

A non-probability purposive sampling

humidity in greenhouses during

method was used, targeting participants

summer), and logistical issues related to

(chefs, restaurateurs, and growers) based

traffic and the high cost of importing seeds

on their expertise and experience in fine

and fertilisers from Europe. To counter

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

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

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 Futouristic || 35

which aligns with international trends.

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

However, the ambitious implementation of

plants13182631 .

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

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’.

Molecules and Health Benefits’, Molecules,

Turner, E. R., Luo, Y. and Buchanan, R.

28(2), p. 867. [Online] Available at: https://

L. (2020) ‘Microgreen nutrition, food

doi.org/10.3390/molecules28020867 .

safety, and shelf life: A review’, Journal of

Caracciolo, F. et al. (2020) ‘Sensory Attributes and Consumer Acceptability of 12 Microgreens Species’, Agronomy, 10(7),

Food Science, 85(4), pp. 870–882. [Online] Available at: https://doi.org/10.1111/17503841.15049.

p. 1043. [Online] Available at: https://doi.

Zhang, Y. et al. (2021) ‘Nutritional quality and

org/10.3390/agronomy10071043 .

health benefits of microgreens, a crop of

Dubey, S. et al. (2024) ‘Microgreens Production: Exploiting Environmental and Cultural Factors for Enhanced Agronomical

modern agriculture’, Journal of Future Foods, 1(1), pp. 58–66. [Online] Available at: https:// doi.org/10.1016/j.jfutfo.2021.07.001 .

“

S tudent R esearch

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

”

Benefits’, Plants, 13(18), p. 2631. [Online]

Photo by Joanna Stołowicz on Unsplash

farming (for space saving), drip irrigation,

RECOMMENDATIONS

efficient systems like hydroponics, to

water recycling, and composting used

To ensure the long-term sustainability and

strengthen the fragile local supply chain

substrate. This innovation demonstrates

maximize the culinary impact of micro

against climate and cost pressures. Finally,

environmental awareness. Despite this

herbs in Malta, targeted recommendations

marketing efforts should emphasize the

commitment, all growers expressed

are necessary. Chefs must be encouraged

health benefits of micro herbs to expand

unanimous dissatisfaction with the lack of

to embrace the nutritional and functional

demand beyond the restaurant industry and

direct government support or incentives.

potential of micro herbs, moving beyond

into the general public.

Encouragingly, 35.3% of chefs stated they

aesthetic garnishes. Growers should

were willing to pay a premium price for

develop a seasonal availability database to

high-quality, organic, or locally grown

improve consistency and communication

products.

with chefs. Critically, policymakers must incentivize support for small-scale growers, particularly through funding for resource-

36 || Futouristic

Access the full text of the research here

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,

Futouristic || 37

Malta and the cactus: Eric Kaiser’s Poetic Gaze W I FEK AO U I N E T M I KU D I KOVA S EN I O R LEC T U R ER AT I TS

M

superimposed. To reverse the process and

protection and resistance, respectively, in

finish the exhibition, I applied the same

Mediterranean cultures. Could they become

principle with a character placed on the

a powerful symbol of Maltese local identity,

blades: he changes colour slightly depending

beyond their already significant presence in

on where he is, like the paddles in the still

your works? Would this risk create jealousy

life. The idea was that the figure would

or cultural tensions/clashes with other

appear to be suspended, almost projected

Mediterranean regions? Finally, do you see

onto the cactus, creating a play of depth and

this motif as a central element in your future

superimposition. All of this remains, above

works?

all, an aesthetic choice. I embarked on these colour changes to create contrasts, even if

alta is renowned for having

1. ARTISTIC MOVEMENT AND THE PRICKLY

simply as an exotic motif, or does it retain its

sometimes they did not work perfectly. But

welcomed many artists

PEAR CACTUS

original meaning of resistance and strength?

by layering the shades, everything balances

through the ages. The

My question:

most famous remains,

If we play the old-school game, what

despite himself, Caravaggio: each year,

artistic movement can your paintings be

nearly 500,000 visitors – as many as the

classified under, particularly those that are

Maltese population – come to see his two

disconcerting due to their abundance of

masterpieces, The Beheading of Saint John

references and that blur the lines between

the Baptist and Saint Jerome Writing. The

different styles? Despite their modernity,

same holds true for Mattia Preti, a pupil of

some are full of biblical and mythological

the master, known particularly for his Saint

references, like great classical works;

George Slaying the Dragon.

others are still lifes; some capture the

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

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: “Laughing...

Éric Kaiser’s studio

Ultimately, it is always the viewer who

out visually: the shapes pass over, under, and intermingle, without me having to change anything except the position of the

constructs the meaning of the work... And it

objects. Even the crown remained intact, so

is always very interesting. It’s more prosaic

as not to alter the identity of the motif.

than that. It was during an online class with

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.

a painting teacher. She asked us to work

3. THE SYMBOLISM OF THE THORN

Many came to tell me about their own

on everyday objects to learn how to create

My question: The thorn, which appears

experiences with cacti, to show me the

space and depth. At one point, she wasn’t

in several of your works (Saint Sebastian,

ones in their gardens, to share personal

satisfied with a composition and started

Ghost Cactus), conveys passion in its original

anecdotes... In reality, the cactus is an

drawing large lines, adding different colours

sense of suffering, a state of mind that is

immigrant plant, introduced by Spanish

to the spaces. I thought it was brilliant, and

both physical and symbolic. Having not

knights. It is a universal metaphor:

I realised I could do something different.

explored all of your paintings, it is above

adaptability, protection, a source of food...

Fascinated by the shape of cactus pads, I

all the thorny and painful side of this

positive immigration. I may continue to use

thought to myself, ‘If I start with a round

paradoxical shrub that stands out, rather

it, but differently: less as a central motif, and

captivate. On this island, Éric Kaiser, a

Éric Kaiser’s response: “I steal from

shape, I can convey something that will

than its generous dimension. How do you

more as an aesthetic form or support for

French painter from Alsace who settled

everywhere, a bit like Picasso. Picasso was

completely change the structure.’

approach this thorn in your works?

other themes.

in Malta, offers a fresh perspective on the

influenced by everything, and I mix things up

Originally from Alsace, having never seen

landscapes and details that many overlook.

too. There are no boundaries: neither genre

a cactus, I was immediately fascinated by

Éric Kaiser’s response: “In the painting

5. EXPERIENCE AT MUŻA (SMUGGLER)

His recent works feature a subtle but ever-

nor style. Some would say that my touch is

this shrub when I arrived in Malta. At first,

Christ, inspired by Guido Reni from the

My question:I didn’t have the chance to

present element: the prickly pear. Neither

recognisable in the colours or composition,

I didn’t understand how it grew: there is

MUŻA collection, I added the crown of

attend your Smuggler exhibition opening at

cherished like other trees nor seen as a

but I can easily switch from still life to

no trunk, only blades that grow back and

thorns to accentuate the pain and suffering.

MUŻA. Can you tell us about the choice of

parasite, this cactus blends seamlessly into

realism, or to something more graphic.

interlock freely with each other. No strict

merging. They serve as visual landmarks

In the original, Christ did not have one, but

this title? Is there a link with the way you use

the landscape, almost to the point of being

Almost all of my choices, particularly in

rules, no rigidity... it grows as it pleases...

and create a strong sense of depth. Even

I wanted to bring back the idea of pain,

prickly pears in your paintings?

forgotten. Under Kaiser’s brush, it comes

terms of form and composition, are driven

Even the way I organised my exhibition

without clear outlines, the cactus can be

alive, takes centre stage, and reveals a new

by aesthetics. It’s a genuine exercise in

mimics this process: the different phases

perceived amidst the complexity of the

relationship with the island. Through this

style: I select what appeals to me visually,

follow on from each other like cactus blades

composition. In this arrangement, should

renewed focus on everyday life in Malta, he

what creates contrasts, movement and

interlocking, without forced transitions but

the cactus be considered the background or

demonstrates how art can enrich the visitor

depth, before even considering the symbolic

in a natural way, creating a fluid and organic

the foreground, or does this distinction not

experience and showcase Malta’s cultural

meaning.”

sequence, inspired by the growth of the

really make sense in your works?

potential.

My question: And yet, at the heart of

We therefore decided to meet this artist

this diversity, there remains one constant

to explore his world and his unique

element — the cactus, and more specifically

way of working with this plant, which is

the prickly pear — immutable, omnipresent,

omnipresent in all his recent works. Through

almost deified, while everything else is

his approach, he is restoring the prestige

dynamic. Is this a way of freezing the

of this modest plant, which blends into 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,

Le Christ by Éric Kaiser

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,

Éric Kaiser’s response: “So no, we can’t say

a respectful work, not at all a religious

that it’s only the background or foreground;

critique. »

it really depends on the series. But in any case, the way I arrange it remains an

far beyond decorative exoticism.

aesthetic choice, above all an exercise in

present moment? How do you view this

2. FORMS AND COMPOSITION

motif as a mobile element on which I could

landscape while asserting its presence. This

contrast between the diversity of your styles

My question: In some of your paintings,

play with colours. In my paintings Christ,

demonstrates how artistic creation can

and the permanence of the cactus? Finally,

the ovoid shapes, which represent the

Saint Ulule and Saint Sebastian, each paddle

change the perception of a place and attract

a question you must have been asked more

prickly pear cactus pads, blend with other

appears distinctly because it is never the

visitors.

than once: Can the cactus be interpreted

elements without ever overlapping or

same colour as the object on which it is

38 || Futouristic

arrows, and pricks. But honestly, it wasn’t

style. The idea was to use the cactus pad

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

4. CACTI AND MALTESE IDENTITY

role of the cactus in my work: a smuggler, a

My question: Your prickly pears have

smuggler of images, stories and symbols.”

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

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.

or the fig tree of Carthage, representing

Futouristic || 39

S tudent research Imagae generated by ChatGPT AI.

NATIONAL STRATEGY AND POLICY IN

for instance, “interpret this AI response,

MALTA

critique it, and extend it.”

Malta is preparing ready for a future where

• Scaffolding and metacognitive education

AI skills are very crucial, just like the rest of

become crucial. Teach pupils how to reflect

the globe. Malta’s Digital Education Strategy

on what AI delivers vs. what it omits or

2025–2030 proposes that from Year 6,

distorts.

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

Using AI in Education: From Competition to Working Together

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).

BY CH R I STO P H ER CI LIA S EN I O R M A N AG ER (LI B R A RY ) AT I TS

W

e as teachers and librarians need to understand that

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

the classroom argues for integrating AI

chores, or other academic purposes (Policy

literacy, prompt engineering, and critical

and Procedure: Use of Artificial Intelligence

thinking — not as add-ons, but as basic

by Students and Staff, 2024).

2024).

2023).

calculators entered classrooms, the

A conceptual piece on incorporating AI in

competencies in our pedagogy (Walter,

in real-world settings (Grubaugh and Levitt,

This parallels historical precedent as

One of AI’s main strengths is its ability

In The Impact of Artificial Intelligence (AI) on

UNESCO likewise defines AI as a strategic

to individualize learning pathways. AI

Students’ Academic Performance, researchers

lever for innovation in education, asking

can modify pace, style, and scaffolding

evaluated students’ perceptions of AI

member states to support responsible,

to student needs. In Embracing AI in

In this article, I put out three primary ideas:

technologies as both possibilities and

human-centred adoption. (UNESCO, 2023).

Education, the University of Malta discusses

shouldn’t see this as a problem; we should

1. The question is not if students will utilise

problems in affecting their learning habits

In reality, this entails training students not

how AI-driven analytics might enable

see it as a chance. AI is a huge component

AI, but how they will use it.

(Klimova and Pikhart, 2025).

just what AI can do, but how to ask it the

instructors in spotting deficiencies and

of how we learn, work, and interact with

2. AI should be a part of teaching, not

It is vital to stress that depending on

correct questions, how to validate answers,

adapting interventions (Camilleri, P. 2023).

information, and it will continue that way.

something that is barred from it.

AI dialogue systems, especially huge

and how to understand AI-generated content via a human perspective.

So, our task is not to limit its usage, but to

3. Teachers need to adapt the way they

language models, could be problematic. A

assist students use AI in a wise, moral, and

assess, teach, and arrange lessons so that

systematic review suggested that excessive

productive way (Vieriu and Petrea, 2025).

higher-order thinking is more significant.

dependence on AI for writing or reasoning

This change is more than just a change

AI AND STUDENTS

in how we test children; it means that we

Many studies demonstrate that students

need to rethink how we teach and learn.

are already using AI tools, but not always in

It’s no longer possible to preserve technical

the best manner. A recent meta-analysis of

information inside of a classroom. In a

AI in higher education suggests exponential

world where knowledge is available right

increase in its application for adaptive

away, students need teachers to provide

learning, automated assessment, tutoring

them context, judgement, and practical

systems, and learning analytics (Bond et al.,

understanding. This entails being able to

2024).

examine, question, and grasp knowledge 40 || Futouristic

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).

A broad-scale assessment of AI in higher education found that AI systems are

EDUCATION REIMAGINED

being used to adjust instruction, provide

We must reform not only how we teach, but

individualised feedback, and anticipate

how we assess. In an AI-aware environment

student achievement, especially in big

(Miller, 2024):

classes where individual attention is

• Traditional distributed exams may lose

otherwise unfeasible (Bond et al., 2024).

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 —

”

THE PROMISE OF AI IN EDUCATION

tools in their academics. We

students are already using AI

“

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

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 meta-

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.

review underlines that educators who

Futouristic || 41

• Equity and access. Not all pupils may have

students to analyse, contextualize, and

Bauer, E., Greiff, S., Graesser, A.C., Scheiter,

equal access to AI tools or training. We must

extend information.

K. and Sailer, M. (2025). Looking Beyond the

prevent against worsening digital disparities (Vesna, 2025).

• AI offers powerful affordances — individualised learning, scalability, adaptive

• Academic integrity. Concern exists that

feedback — but only inside a framework of

AI fosters plagiarism or “ghostwritten”

human oversight and ethical design.

writings. But many leading voices say that just controlling AI is insufficient; instead, we must build assessments and policies that commentary: “Educators warn AI must be a teaching — not a cheating — aid”) (Fearn,

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

CONCLUSION 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

inquiry, not dispensers of facts (Cardona, Rodríguez and Ishmael, 2023).

anticipate student use, not reject it (see FT

2024).

• Educators must become directors of

We stand at a threshold. The learners entering our doors now already carry digital

“

increase distinctively human talents such as judgment, creativity, ethical reasoning, and critical thinking. Integrating AI carefully into learning environments allows us to

tools in their pockets; the information they will need tomorrow will be more about

Hype: Understanding the Effects of AI on Learning. Educational Psychology Review, 37(2). doi:https://doi.org/10.1007/s10648025-10020-8.

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.

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/

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

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.

boost engagement, support

Cardona, M., Rodríguez, R.

deeper knowledge, and prepare

and Ishmael, K. (2023). Artificial

learners for a complex, technology-

Intelligence and the Future of

driven society. Ultimately, the goal is to

Teaching and Learning Insights and

develop an educational ecosystem where Image credit: Photo by Andrea De Santis on Unsplash

As OpenAI’s education head recently

As noted previously, some students may tend

al., 2022) helps demystify the mechanisms

emphasised, students should treat AI not as

to accept AI results without critique, limiting

behind generative models (Yegin and

a “answer machine,” but as a learning aid – a

capacity for original thought and memory

Amasyalı, 2023).

tool that must be examined, changed, and

retention (Zhai, Wibowo and Li, 2024).

developed. (Katsenou et al., 2025).

• Transparency and accountability. A

• Ethical problems, bias, and hallucination. AI

proposed “Transparency Index for AI in

Challenges, Caveats, and Guardrails

models sometimes generate misleading or

Education” stresses that AI systems must

No discussion of AI in education is complete

biased remarks. Students must be taught to

be explainable and auditable — especially

without considering the hazards.

recognise inaccuracies and to check sources.

when utilised in assessment or curriculum

• Over-reliance and cognitive deterioration.

Unpacking the black box of AI (Gillani et

creation (Yegin and Amasyalı, 2023).

complement each other, enabling creativity,

interpreting than accumulating. Let us guide

ethical responsibility, and lifelong learning

them intelligently, not with fear, but with

(Ukwandu et al., 2025).

confidence and humility.

In this new paradigm:

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Futouristic || 45

S tudent R esearch RESEARCH METHODS

This highlights the importance given to

prioritizing immediate cost savings over

A mixed-method approach was employed to

price, especially for a short flight.

brand loyalty.

When asked about the influence of branding

The quantitative data confirmed that most

elements, discounts and price reductions

participants were leisure travellers, with

were rated as the most influential factor,

only 12% identifying as business travellers.

followed closely by airline reputation

Both airlines confirmed differentiating

Closed-ended questionnaires (32 questions

and the online booking platform. Formal

their strategies: focusing on price and

including Likert-scale, multiple-choice, and

advertisements were the least influential

convenience for leisure travellers while

ranking formats) were distributed to 150

factor. This divergence was evident when

emphasising premium services for business

incoming passengers from London airports

comparing the airlines’ strategies: Airline

travellers. The overall conclusion is that

(Gatwick, Heathrow, Luton, Stansted) during

A (LCC/ULCC) adopted a targeted digital

during the low-peak season on this route,

January and February 2025. Convenience

marketing strategy focusing on engaging

airline choice is strongly influenced by price

online content, while Airline B (FSC) relied

sensitivity and flight availability, emphasizing

more on its established reputation.

the need for competitive pricing strategies

ensure a comprehensive investigation, combining the objectivity of quantitative data with the contextual depth of qualitative data.

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 A KM Malta Airlines aircraft at London Heathrow airport (Image credit: Mike Burdett on Wikimedia Commons)

Investigating the Key Factors Influencing the Travellers’ Selection of Airline Prior to Travelling to Malta from London S H A Z N AY F E N E C H BAC H E LO R I N I N T E R N AT I O N A L H O S P I TA L I T Y M A N AG E M E N T ( H O N S . )

T

INTRODUCTION

crucial. The research aimed to measure

The literature defined branding as the

his research investigates the key

the effectiveness of airline branding efforts

combination of physical and emotional

factors influencing travellers’

during periods of moderate demand.

cues derived from brand elements like

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

46 || Futouristic

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.

name, logo, and colours, contrasting it with a product that can be easily

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

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

to see if traveller priorities change, and to

structured qualitative responses and

examine longer-distance routes to compare

identify recurring themes and dissimilarities

factor influence.

in perspectives.

The analysis revealed a significant

airline safety, pricing, and reputation

finding: for this specific low-peak

significantly influence passenger choices.

route, branding elements have a limited

The importance of flight availability and

impact on airline selection, while practical

connectivity was also highlighted, with

and cost-sensitive factors dominate

travellers tending to select airlines that fly

travellers’ choices.

gap in current knowledge.

for airline companies operating on

between low-peak and peak seasons

analysis was used to interpret the

pivots to practical factors, noting that

literature specific to this topic, suggesting a

The findings hold significant implications

conduct a comparative analysis

of traveller behaviour. Thematic

DISCUSSION AND ANALYSIS

The review noted a lack of recent academic

RECOMMENDATIONS

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

replicated. However, the review quickly

directly and regularly to their destination.

to fill perishable seat inventory.

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

The top three factors ranked as most

social media was the least favoured

important by passengers were Price,

source. This minimal engagement with

followed by Airline Safety and Reputation,

online reputation mechanisms suggests

and thirdly, Flight Schedule/Connectivity.

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 Futouristic || 47

S tudent R esearch

French parties for sale (Image credit: Andre o mob on Wikimedia Commons)

Exploring the influence of French pastry techniques in Traditional Bakeries and Confectioneries in Malta Ryanair is one of the low-cost airlines linking London to Malta, here at Stansted airport (Image credit: M. J. Richardson on Wikimedia Commons)

cater to customer expectations during these

Hernandez, M. R. & Vazquez Sacristan, I.

Ruslin et al. (2022). Semi-structured

off-peak months.

(2024). TikTok, The New Social Platform For

interview research as a qualitative

Luxury Brands. International Visual Culture

method. Education and Humanities Journal,

Review, 16(3), pp. 197–211.

1(2).

SELECT BIBLIOGRAPHY Albalate, D. & Fageda, X. (2023). Getting Closer To Your Destination: The Role of

Keiran, D. (2021). Scuba Diving Industry

Soti, R. (2022). The Impact of Advertising

Available Surface Connections on the Supply

Market Size & Statistics: 2021 Edition. Amazon

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Digital Services LLC - KDP Print US.

Advanced Research and Reviews, 14(3), pp.

Tourist Airports. Research in Transportation Business & Management, 4(100899), pp. 1–12.

Kucukaltan, B. & Topcu, I. (2019).

706–711.

MARIAH RUGGIER BAC H E LO R I N C U L I N A RY A RTS ( H O N S . )

T

INTRODUCTION

Bakeries and confectioneries in Malta,

(crumbly dough for tarts), and various forms

his dissertation investigates the

adopting French pastry techniques, over the

of Meringue (French, Italian, and Swiss).

profound influence of French

next five years.

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

Assessment of Key Airline Selection

Terblanch, N. S. (2015). Customers’

France. Given that France has historically

Fleischer, A., Tchetchik, A. & Toledo, T.

Indicators in A Strategic Decision Model:

Perceived Benefits of A Frequent-Flyer

impacted Malta’s culture, language, and

(2012). The Impact Of Fear of Flying on

Passengers Perspective. Journal of Enterprise

Program. Journal of Travel & Tourism

food habits, this study strives to identify

Travelers’ Flight Choice: Choice Model With

Information Management, 32(4), pp. 646–667.

Marketing, 32(3), pp. 199–210.

precisely how French techniques are

Latent Variables. Journal of Travel Research, 51(5), pp. 653–663.

Pandagre, R., Pandey, A., Verma, T. L. & Dongre, N. (2021). Impact of Marketing

Golzar, J., Noor, S. & Tajik, O. (2022).

Strategies On Consumer Behaviour: A

Convenience Sampling. International Journal

Study of Bhopal City. International Journal of

of Education and Language Studies, 1(2), pp.

Creative Research Thoughts, 9(6), pp. 375–389.

72–77.

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

48 || Futouristic

The historical context of Malta includes a

LITERATURE REVIEW

profound, albeit brief, influence from the

The literature review established that

French occupation (1798–1800), alongside

French cuisine and pastry techniques are

earlier influences from Arabic culture which

considered the foundation of the modern

introduced ingredients like candied fruits

culinary world, built on precision, passion,

and affected traditional Maltese desserts

and patience. The historical roots of French

such as mqaret,. Traditional Maltese

pastries date back to the Middle Ages, a

pastries, like pastizzi (made with flaky

time when sugar was scarce and elaborate

phyllo dough influenced by the Ottoman

desserts, often incorporating almonds, were

period), and prinjolata (a carnival cake using

reserved for the wealthy. Techniques such

meringue), demonstrate the intermingling

as puff pastry (Pâte Feuilletée) date back

of external culinary traditions. Notably, both

centuries, with an early prototype created

traditional Maltese and French pastries

by Claudius Gele in 1645, although its full

often share the use of almonds as a

origin remains unclear. Other essential

common ingredient. Globally, the demand

French pastry styles explored include Pâte à

for French pastries has continuously grown,

Choux (used for éclairs), Pâte Viennoise (used

with statistics showing high purchasing

for viennoiserie like brioche), Pâtes Battues

frequency in countries like France.

(beaten dough for sponges), Pâtes Friables

Futouristic || 49

years, and 80% believe these products and

standards associated with French techniques

techniques will become even more popular

while adjusting pricing to appeal to the local

in the next five years. This growth is heavily

consumer base, and, most importantly,

driven by exposure via social media (80.3%)

ensuring that traditional Maltese pastries

and word of mouth (60.6%). The increased

are actively preserved and promoted to

demand has led to a recent influx of shops

safeguard the island’s cultural culinary

specialising in French pastry opening

identity. The general outlook is positive,

across Malta, including international chains.

provided the establishments successfully

Consumers show an increased interest

balance modern innovation with heritage

in trying unfamiliar foods and hybrid

preservation.

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

The traditional Maltese Zeppoli are prepared using the French Pâte à Choux method.

decisions, presentation must be given RESEARCH METHODS

access preparation areas, the author

which aligns with the observed variety-

A mixed-methods approach, primarily

used accumulated culinary knowledge to

seeking and habitual buying behaviours

qualitative in nature, was adopted to collect

visually identify the presence of French

(72.9%). However, high involvement

a broad variety of data efficiently. The

pastry techniques in the available products.

(Dissonance-Reducing Behaviour) occurs

primary data collection methods employed

Secondary data was heavily relied upon to

for custom, high-priced items like bespoke

were consumer surveys and covert

support the primary research findings. The

cakes. Price was found to directly influence

participant observations.

results from both methods were combined

the amount of time spent making a decision

through triangulation to compare and

prior to purchase (57.1% voted ‘Yes’).

The consumer survey was qualitative, consisting of 32 questions distributed

contrast the findings.

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.

dedicated promotion, marketing, and the dissemination of knowledge about their

that frequented local bakeries and

The analysis confirmed a largely positive

local bakeries and confectioneries. Every

background and cultural story. Businesses

confectioneries. A total of 71 responses

outlook for the future of the pastry scene

observed establishment displayed products

could also consider experimenting with

were collected, yielding a 71% response

in Malta, showing a significant and active

distinctly influenced by or prepared

a Maltese-French hybrid pastry item

rate. Demographic analysis showed that

influence of French pastry techniques on

using French techniques. This influence is

to honour both culinary traditions and

93% of respondents were Maltese and the

local establishments.

sometimes hidden; for example, traditional

capitalise on the hybridisation trend.

research Question 1), the purchasing

The observation phase involved covert

decision is overwhelmingly influenced

visits to five local establishments: an old

by factors related to sensory appeal and

traditional bakery, a modern bakery,

cost. Physical presentation and taste were

an artisanal bakery (all in Birkirkara

identified as the two most influential

or St Julian’s), and two commercial

factors when purchasing French pastry

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.

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

confectioneries in Hamrun. The author

products (both 81.7% of respondents).

Regarding the future of the industry (Sub-

generation, driven by social media exposure

assumed the role of a participant observer

Price was the next most important factor

research Question 2), consumer optimism is

and a willingness to purchase new, high-

to assess pastries, consumer behaviour, and

(60.6%). The research identified that most

high. A large majority of participants (85.7%)

quality products,. However, the success of

the relationship between the establishment

purchasing decisions require low to medium

agreed that the popularity and demand for

this integration hinges on two key factors:

and the product. Although unable to

involvement, taking only a few minutes,

French pastries have increased over the

maintaining the quality and presentation

50 || Futouristic

at: https://www.kingarthurbaking.com/ blog/2022/10/24/what-is-pate-a-chouxwhy-we-love-this-versatile-french-dough [Accessed 12 Jun 2024].

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

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].

symbol of the island’s identity. [online]

techniques are widely integrated into

old.

dough. [online] King Arthur Baking. Available

Kliewer, G. (2008). Maltese Bread: a changing

Observation confirmed that French pastry

Maltese Zeppoli are prepared using the

choux? Why we love this versatile French

must not be overlooked; they require

DISCUSSION AND ANALYSIS

Regarding consumer behaviour (Sub-

Anastopoulo, R. (2022). What is pâte à

Crucially, traditional Maltese pastries

via Google Forms to a target audience

largest age group was between 18–24 years

SELECT BIBLIOGRAPHY

“

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

S tudent R esearch

”

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-home-

unearthing-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

Le Cordon Bleu (2021). What are the 5

C9B9C7EEE2CA?sequence=2 [Accessed 12

essential French pastry styles? [online]

Jun 2024].

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

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].

Futouristic || 51

S tudent R esearch

Opera in Gozo- Cultural Tourism from a Marketing Perspective

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.

DANIELLE DEMANUELE BAC H E LO R I N I N T E R N AT I O N A L H O S P I TA L I T Y M A N AG E M E N T ( H O N S . )

The subsidiary research question examined the efficiency of Gozitan tourism and transport infrastructure in supporting internal tourism for opera

cultural tourism, emphasising that opera,

events. Qualitative interviews highlighted

despite global calls for modernisation,

that decisions concerning transport and

maintains its appeal through tradition

infrastructure, such as the interesting

and offering an escape from daily life. The

public park benches telling the story of

review explored frameworks for analysing

the Opera, often shape the infrastructural

cultural tourists, noting they can be

conditions necessary for cultural events.

classified as intentional (attending opera as

Audience feedback, particularly the open-

the main objective) or accidental (engaging

text suggestions, pointed to necessary

spontaneously).

enhancements, such as the need for air conditioning, more comfortable

A key focus was the necessary infrastructure

seating, and improved lounge services.

required to support cultural events.

These seemingly mundane elements of

Literature suggests that a relational

infrastructure critically impact the overall

approach to infrastructure must be adopted,

experience.

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.

Promotion of the Gozo opera season 2024 by the Ministry for Gozo

Marketing, understood as satisfying

The Opera Giovanna D’Arco at Teatru Astra

human and social needs while achieving with closed-ended questions and Likert

direct personal engagement. Thematic

profit (Kotler and Keller, 2016), needs to

scales. The survey aimed to collect

analysis was applied to the verbatim

be strategically applied to niche events

quantifiable data efficiently from

transcripts of these interviews, allowing

like opera. The research confirmed the

attendees, particularly focusing on

complex, situation-specific experiences

complexity of balancing cultural heritage

audience demographics, length/type of

related to opera marketing and decision-

with economic strategy. By providing data

stay, consumer behaviour, marketing

making at the managerial level to be

on current audience profiles and their

communications effectiveness, and

explored.

behaviour, the study establishes a baseline

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

DISCUSSION AND ANALYSIS The analysis integrated quantitative

RECOMMENDATIONS

managerial insights to assess the marketing

Recommendations focus on enhancing

efficacy and infrastructural needs of the

marketing sophistication and infrastructure improvements. Opera organisers should

night of the performance itself. Descriptive

question is: "How effectively are Opera

A mixed methodology approach

statistics were used for data processing and

his dissertation investigates the

cultural events in Gozo marketed to the

was adopted to triangulate data and

visual summarisation.

Gozitan opera season.

marketing effectiveness of opera

internal tourism market?" Addressing

tackle the complex research questions

cultural events in Gozo specifically

this provides crucial insights into the

comprehensively. This strategy was chosen

The qualitative research approach

The findings reveal that internal tourists

targeting the internal tourism

mechanisms required to transform niche

because it allows for the amalgamation of

market. Gozo hosts significant operatic

cultural events into sustainable tourism

the generalisable patterns derived from

events, and this study seeks to understand

assets.

quantitative data with the contextual depth

T

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

52 || Futouristic

LITERATURE REVIEW

provided by qualitative findings.

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

The literature review provided the

Quantitative research involved the

rejected in favour of a structured format to

theoretical context for understanding

development and distribution of an

aid in coding and comparability, though the

anonymous survey structured entirely

researcher aimed to gain insights through

by event organizers.

audience feedback with qualitative

RESEARCH METHODS

INTRODUCTION

for future evidence-based decision-making

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

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

Futouristic || 53

S tudent R esearch The Maltese soft ġbejna, known as ‘ta’ l-ilma’ (with water) (Image credit: Jamie DC on Flickr)

The Opera Il Trittico at Teatru Aurora

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

work issues, 1, pp. 1–4.

Creswell, J. and Poth, C. (2023). Qualitative Inquiry and Research Design. 0 edn. SAGE Publications, Inc. Grabher, B. and Lamond, I. R. (2024). Events and infrastructures: Critical interrogations.

Abingdon, Oxon: Routledge.

Guachalla, A. (2017). Social Inclusion and

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

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

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

Project. 4th edn. SAGE Publications Ltd.

Research, 11(3), pp. 436–449.

marketing strategies to fully leverage

of a shared world through event

opera's potential as a cultural tourism

infrastructure. Events and Infrastructures, pp.

driver for Gozo.

131–144.

SELECT BIBLIOGRAPHY

Kotler, P. and Keller, K. L. (2016). Marketing

Byrne, J. and Humble, Á. M. (2007).

Management. 15th edn. Harlow: Pearson

An introduction to mixed method

Education.

Munther, M., Zyoud, M., Tahani, R., Bsharat,

ABIGAIL MICALLEF BAC H E LO R I N C U L I N A RY A RTS ( H O N S . )

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54 || Futouristic

Research Methods: Maximizing Benefits,

House: A Tourist Perspective. International

the need for more targeted, data-driven

research. Atlantic research centre for family-

T. & Dweikat, K. (2024). Quantitative

audience development at the Royal Opera Journal of Culture, Tourism and Hospitality

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

T

INTRODUCTION

is that while tourism offers valuable

A major theme in the literature concerns the

his dissertation investigates the

economic opportunities, it simultaneously

delicate balance between commercialisation

impact of local tourism on the

creates challenges in maintaining

and cultural preservation. Studies

production of ġbejna (Maltese

the authenticity and sustainability of

emphasized that the multifaceted impact

cheese), focusing on how

traditional ġbejna making practices.

of tourism brings both opportunities and

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

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.

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

Futouristic || 55

S tudent R esearch

Different types of the Maltese ġbejna (Image credit: Chattachat on Wikimedia Commons)

like Brucellosis was noted as a critical public

insights from both local residents and

their respective challenges. Data was audio-

interest has impacted the scale and

a market that is perceived as "rigged"

compared to locals who consume it "weekly"

health and agricultural concern impacting

international tourists. The survey focused

recorded with consent and subsequently

methods of production, but the authenticity

against traditional practices. Conversely,

or "daily", both groups generally agree

dairy farming.

on consumption frequency, preference for

transcribed. Thematic analysis (Braun and

of the product has largely been maintained,

promoting ġbejna as a cultural product

that artisanal ġbejna is essential to Maltese

artisanal versus industrial ġbejna, perceived

Clarke, 2006) was used to identify recurrent

often through thoughtful adaptation rather

creates ripple effects benefiting related

culture.

authenticity, and awareness of tourism

patterns and themes such as "Authenticity

than compromising tradition. Producers

sectors such as hospitality and retail.

impact. Quantitative data was analysed

and Tradition", "Tourism Pressure and

deliberately manage the balance between

using SPSS, relying primarily on frequency

Opportunity" and "Adaptation and Change

traditional methods and growing demand.

distributions (pie charts) and cross-

in Production."

Large-scale producers noted that using

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

56 || Futouristic

tabulation analysis to compare local versus tourist responses.

DISCUSSION AND ANALYSIS The analysis confirmed that tourism

100% cow’s milk helps maintain traditional identity while conforming to industrial hygiene practices.

Qualitative data collection

significantly impacts ġbejna production,

consisted of four semi-structured

acting as a double-edged sword that

Economic competition emerged as a serious

interviews with ġbejna producers: two

offers economic growth while introducing

challenge, particularly for small-scale

small-scale artisanal producers and two

substantial commercial pressures.

artisanal producers who rely solely on fresh

large-scale producers (one in Malta, one in Gozo). This purposive sampling ensured insights into different operational scales and

Tourism undeniably increases demand for ġbejna. Evidence showed that this

milk. Local Producer A voiced struggles due to competitive pricing from manufacturers who mix milk and use additives, creating

RECOMMENDATIONS

Key sustainability challenges arise from

Recommendations are targeted at policy,

increased tourism pressure, including the

industry, and academia. Policy-wise,

need to scale output and address seasonal

implementing a National Ġbejna Certification

demand fluctuations. The reliance on goat’s

Scheme or Protected Designation of Origin

milk links production directly to issues

(PDO) is vital to safeguard authenticity

concerning the conservation of the local

and build consumer trust. At the industry

endangered Maltese goat breed.

level, producers, especially small-scale

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

operations, should be encouraged to form cooperatives to share resources (marketing, transport, packaging) and reduce individual costs while preserving artisanal methods. Academically, future

Futouristic || 57

S tudent R esearch 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

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

The future sustainability and cultural

role of food tourism in sustaining regional

preservation of ġbejna depend on effective

identity: A case study of Cornwall, South

policy safeguards, cooperative industry

West England. Journal of Sustainable Tourism,

strategies, and placing traditional food

16(2), pp. 150–167.

development.

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 17(3), pp. 321– the scuba diving training industry

Kulabako, C. T. et al. (2024). Understanding brucellosis: Knowledge, perceptions, and

SELECT BIBLIOGRAPHY

self-reported prevalence among agro-

Al-Bulushi, S., Shawaf, T. and Al-Hasani,

pastoralists in Nakasongola, Uganda. BMC

A. (2017). Some haematological and

Infectious Diseases, 24(1).

“

traditional food production: A fragile

experience. Journal of Sustainable Tourism,

than direct compromises to authenticity.

systems at the centre of sustainable tourism

Navarro, P. (2020). Tourism and

biochemical parameters of different goat breeds in Sultanate of Oman: A preliminary

Beyond Food Tourism: Empowering Rural Communities Through Heritage Interpretation

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

”

58 || Futouristic

DENISE MANGION M A ST ER O F A RTS I N H ER I TAG E I N T ER P R E TAT I O N

T

INTRODUCTION

Access the full text of the research here

tourism. Through a qualitative framework,

LITERATURE REVIEW

he master’s thesis investigates

the study gathers perspectives from rural

The literature review establishes a

the potential of heritage

artisans, farmers, and tourism stakeholders

theoretical foundation by integrating

interpretation to enhance the

to explore how participatory and context-

heritage interpretation, community

visibility, sustainability, and cultural

sensitive interpretation practices can

empowerment, and sustainable tourism

value of rural communities in Malta, which

contribute to cultural preservation,

development. Heritage interpretation

have historically been underrepresented

economic resilience, and community

is defined as a dynamic process of

in the national tourism narrative. Focusing

development. The ultimate goal is to offer

communicating the meaning and value

on traditional practices such as sheep

a roadmap for policymakers and tourism

of cultural heritage, moving beyond

farming, sea salt harvesting, and artisanal

planners to ensure Malta’s rural heritage is

mere information transmission towards

food production, the research highlights

meaningfully celebrated within a diversified

encouraging emotional and intellectual

that these cultural expressions face the risk

and sustainable tourism framework.

connections (Tilden, 1957). In rural settings,

of fading due to modernisation and mass

this involves storytelling, demonstration,

Futouristic || 59

S tudent R esearch where communities actively shape their

The semi-structured interviews were

potential for rural empowerment, especially

often feeling the need to “sugar coat things”

narratives (Moscardo, 1996), is stressed

conducted with five rural community

when designed collaboratively and ethically

to make them appealing. This ethical

to avoid top-down management that

members (sheep farmers, beekeepers, olive

(Smith, 2006). Rural practitioners desire to

dilemma underscores the challenge of

marginalises diverse voices.

oil pressers, sea salt harvesters, and bread

narrate their own stories, shifting the focus

reconciling authenticity with profitability.

bakers) who are custodians of intangible

from the commodification of rural products

cultural heritage. This method offered the

to celebrating the people and traditions

flexibility to explore their experiences,

behind them.

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

challenges in preserving traditions, and aspirations for engaging with tourism (Bryman, 2016).

opportunities for more stable employment

like creative tourism (Richards, 2011) and

distributed to five key tourism stakeholders

risks of over-commercialisation, which

(Sharpley and Roberts, 2004). The olive oil

integrated rural tourism models, such as the

(Destination Management Company

could dilute cultural significance (Cohen,

presser noted, “The younger generations

Aldeias do Xisto Network in Portugal, are

managers and tourist guides) to gain

1988) A beekeeper’s candid statement, “I

don’t always realise it’s not just about

highlighted as pathways to a more holistic

insights into the feasibility, logistical

approach.

challenges, and perceived demand for incorporating rural heritage into tourism packages (Creswell, 2014).

1980), land-use changes, and the out-

Secondary data analysis involved

migration of younger generations, which

reviewing academic literature,

threatens the continuity of traditional

government reports (e.g.,

knowledge (Sharpley and Roberts, 2004).

Malta Tourism Strategy

Opportunities lie in developing community-

2021–2030, National

based tourism (CBT) and targeted capacity-

Cultural Policy 2021), and

building programs. The theoretical

industry publications to

framework is enhanced by Scheyvens’ (1999)

provide contextual depth

dimensions of empowerment (economic,

and triangulate primary

social, psychological, political), with the

data (Bowen, 2009).

is the limited research on intangible cultural heritage and the unique structural constraints faced by small island states like Malta (Briguglio, 1995).

A purposive sampling strategy (Patton, 2002; Bryman, 2016) was used to select information-rich cases relevant to the research objectives, ensuring the inclusion

RESEARCH METHODS

of diverse and knowledgeable

The study adopts a qualitative,

perspectives. A sample size of five

phenomenological research design to

for each group was deemed sufficient to

capture the depth and complexity of cultural

reach data saturation, a common principle in qualitative research (Fusch and Ness,

and hands-on engagement with living

A significant challenge identified

heritage and community interactions19. The

practices like beekeeping or bread

is balancing authenticity with the

phenomenological framework (Van Manen,

2015). Data analysis utilised thematic

making. The review notes that while

commercialisation of culture (Cohen,

2016) allows for an in-depth understanding

analysis (Braun & Clarke, 2006) to identify

Malta’s national marketing often focuses

1988), which can lead to the simplification

of how participants, both rural community

recurring ideas and patterns, followed by

or distortion of traditions (Poria,

members and tourism stakeholders,

a comparative analysis to examine the

Butler, and Airey, 2003). Storytelling

perceive their heritage and roles within the

synergies and tensions between the two

Testaferrata, 2022; Evans & Gatehouse,

is presented as a powerful medium

tourism landscape.

participant groups Ethical considerations

2018), heritage interpretation is crucial

for transmitting cultural knowledge aligning with “slow tourism” models

homogenisation.

that favour immersive experiences (Fullagar, Markwell and Wilson, 2012). The importance of participatory approaches,

60 || Futouristic

the declining interest among younger generations, who gravitate towards urban

empowerment. A critical gap identified

and asserting local identity against

complex theme. While essential for expressed strong concerns about the

study suggesting a fifth dimension: digital

and nurturing belonging (Sims, 2009),

economic instability. Participants lamented

successful heritage tourism, both groups

the urban-centric focus of tourism (Butler,

for cultural preservation (UNESCO, 2003)

against the backdrop of modernisation and

Authenticity emerged as a critical but

Semi-structured guiding questions were

For the Maltese context, challenges include

underrepresenting rural practices (Galea

difficulty of maintaining traditional practices

and agricultural practices. Alternatives

elements of rural heritage, such as crafts

on coastal and historic landmarks,

The greatest challenge identified was the

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

.

prioritised informed consent, anonymity, confidentiality, and cultural sensitivity (BERA, 2018; Belmont Report, 1979).

“ .

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

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 opportunities40.

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.

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

DISCUSSION AND ANALYSIS

acknowledged this dissonance, noting the

The analysis confirmed that heritage

difficulty in marketing lesser-known rural

interpretation holds transformative

sites to visitors with “fixed expectations,”

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

Futouristic || 61

“

S tudent R esearch go beyond passive observation (Richards,

sustainable and inclusive rural tourism

but also autonomy, respect for authenticity,

researchgate.net/publication/292428297

Tosun, C. (2000). Limits to Community

2011).

framework. These include:

and active collaboration among all

Slow tourism Experiences and mobilities

Participation in the Tourism Development

Collaboration emerged as essential,

Strengthening Infrastructure and

stakeholders. By addressing infrastructural

(Accessed: May 2025).

Process in Developing Countries, Tourism

with stakeholders agreeing that a joint

Collaborative Governance: Prioritise

effort between community expertise and

investments in rural infrastructure (roads,

tourism expertise was needed (Jamal and

signage, eco-friendly transport) and

Getz, 1995). Tourist guides particularly

establish community advisory boards to

noted an educational gap in their training,

ensure formal, equitable participation in

true emphasising that authentic storytelling “must come from the farmers and empowerment is artisans”. Suggestions included a more multidimensional, formal network, like an expanded version of the social enterprise Merill, to facilitate requiring not packaged experiences and shared resources (Jamal and Getz, 1995). just economic A critical structural challenge was opportunities but inadequate infrastructure and accessibility in rural areas (Sharpley also autonomy, and Roberts, 2004). Poor transportation links, insufficient facilities, and limited respect for marketing were cited as major obstacles to including rural sites in tour itineraries authenticity, and Tourism stakeholders also noted that rural active collaboration experiences are “less weather-dependent” and could extend the tourism season beyond the scorching summer months among all (Attard & Buhagiar, 2020). stakeholders.

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

2004; Jamal and Getz, 1995).

Authenticity and Diversification: Cocreate 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

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 .

66

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CONCLUSION

Qualitative, Quantitative, and Mixed

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interpretation to enhance competitiveness

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divergence is the lack of a fully developed

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agriturismo model in Malta and the reliance

for empowering Malta’s rural communities

on part-time, aging farmers, limiting the

and shifting the national tourism narrative

scalability of rural hospitality offerings.

from one of marginalisation to one of

The study concludes with strategic recommendations aimed at creating a

celebration. The findings highlight that true empowerment is multidimensional, requiring not just economic opportunities

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RECOMMENDATIONS

62 || Futouristic

tourism planning (Sharpley and Roberts,

gaps, fostering equitable partnerships,

Access the full text of the research here

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

(2012). Slow Tourism: Experiences and Mobilities. Available at: https://www.

Futouristic || 63

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