This study’s main aim is to acquire reliable answers whether China, Japan and South Korea will be considered among the top markets in the coming years for the ELT industry in Malta. Outbound tourism increased in these countries (China in particular) and research will gather views from key people in English language schools and government bodies on what to expect in the coming years from the industry, vis-à-vis this growth. Presently, there are no studies on this matter. The set objectives will be achieved by analysing recent data on student arrivals in Malta from China, Japan and South Korea (hereafter collectively referred to as - Asian Markets), examining current issues with language travel across the globe, investigating how these issues should be dealt with, and finally deciphering which markets will be a priority for local English language schools in the coming years. The next chapter will look into the related literature, where an overview of language travel trends, destination marketing, and various models on education travel are explained and summarised. Chapter Three will then give a description of the research strategy, the rationale of sample selection, data analysis tools and research limitations. Chapter Four will deal with results and discussion emerging from the research, looking into the schools’ future marketing plans and the views from government bodies and students. It will also give recommendations for stakeholders in this industry. In conclusion, Chapter Five will focus on the main results, knowledge contribution to the industry and will give recommendations for future research.
Table of Contents
CHAPTER 1 INTRODUCTION
1.1 INFORMATION ABOUT THE INDUSTRY
1.2 RESEARCH OBJECTIVES
1.3 PRACTICAL RELEVANCE
1.4 THESIS OUTLINE
CHAPTER 2 | LITERATURE REVIEW
2.1 INTRODUCTION
2.2 THE ENGLISH LANGUAGE TRAVEL MARKET & KEY ISSUES IN LANGUAGE TRAVEL
2.3 MALTA AND OTHER ELT COUNTRIES IN 2011
2.4 ASIAN MARKET TOURISM TRENDS: CHINA, JAPAN AND THE REPUBLIC OF KOREA
2.4.1 China
2.4.2 Japan
2.4.3 South Korea
2.5 EDUCATION SERVICES CHARACTERISTICS AND THE COMPETITIVE ADVANTAGE MODEL
2.5.1 Education Services Characteristics
2.5.2 Competitive advantage model for educational institutions
2.6 STUDENTS' CHOICE OF DESTINATION FACTORS
2.7 BRANDING MALTA AS A UNIQUE DESTINATION
2.7.1 Country Branding
2.7.2 Place Marketing
2.7.3 Developing the brand Strategy
2.8 SUMMARY OF LITERATURE THEMES
2.9 DEVELOPMENT OF THE RESEARCH QUESTIONS
2.10 SUMMARY
CHAPTER 3 | RESEARCH METHODOLOGY
3.1 INTRODUCTION
3.2 RESEARCH STRATEGY AND DESIGN
3.3 RATIONALE OF SAMPLE SELECTION
3.4 DATA ANALYSIS TOOLS
3.5 LIMITATIONS OF THE RESEARCH METHOD
3.6 SUMMARY
CHAPTER 4 | RESULTS, DISCUSSION AND RECOMMENDATIONS
4.1 INTRODUCTION
4.2 RESULTS AND DISCUSSION
4.2.1 Experience in hosting Asian students
4.2.2 Feedback Collection Tools
4.2.3 Past, Present, Future Target Markets and Marketing Tactics
4.2.4 Level of Service Quality
4.2.5 Challenges for the Industry & the Future of Asian Markets in Malta
4.2.6 Views from the Malta Tourism Authority and the Ministry for Home Affairs
4.2.6.1 MTA Segment Head for English Language Teaching
4.2.6.2 Advisor for the Citizenship and Expatriate Affairs Department
4.2.7 Asian Students’ Experiences
4.3 RECOMMENDATIONS FOR STAKEHOLDERS
4.4 SUMMARY
CHAPTER 5 | CONCLUSION
5.1 MAIN RESEARCH RESULTS AND RECOMMENDATIONS
5.2 LIMITATIONS OF THIS STUDY
5.3 RECOMMENDATIONS FOR FUTURE RESEARCH
Objectives and Themes
The primary objective of this dissertation is to determine whether English language schools in Malta should target Asian markets (specifically China, Japan, and South Korea) as main source countries in the future, while identifying the necessary marketing strategies and institutional support required to facilitate this shift.
- The potential for Asian markets to become major contributors to the Maltese ELT industry.
- Challenges associated with current administrative barriers, specifically visa procedures for Chinese nationals.
- Marketing tactics employed by Maltese schools and the efficacy of agent-based models.
- The role of the Malta Tourism Authority and government coordination in fostering niche market growth.
- The importance of maintaining quality and student experience amidst potential market expansion.
Excerpt from the Book
4.2.5 Challenges for the Industry & the Future of Asian Markets in Malta
Local English language schools are expecting quite a number of changes to occur in the coming years. Pressure to alleviate strict visa measures, and a more organised strategy for promoting Malta in Asian countries are the two major concerns. Numerous respondents stated that the key in solving such issues is by increasing the coordination between government bodies and the ELT industry in Malta – some demand that more feasibility studies are to be carried out in order to see whether the Asian market is worth focusing promotional efforts on, whilst others are ready for the Chinese boom but the slow and highly selective processing of visa permits to Malta is proving to be their main hindrance. An admissions manager suggested “less red tape from government offices will make it easier for our school to bring Asian students to Malta”.
The majority of schools participating in this study affirmed that support from government entities was provided whenever they ventured to China, Japan or South Korea to promote their services. Some claimed, however, that the tourism authorities on the island are not interested in such markets and were able to provide minimum information or ineffective tips in this regard.
Finally respondents were asked whether the Asian markets of China, Japan and South Korea are the future of the ELT industry for Malta. Seven out of ten are positive about this and think that schools will be shifting their focus to attract students from the Far East. Others were less convinced about the Asian market and predict student arrivals will be on the increase from North African and South American developing countries. Europe is still considered to remain Malta’s main source market for years to come.
Summary of Chapters
CHAPTER 1 INTRODUCTION: This chapter introduces the structure of the English language teaching industry in Malta and outlines the core objectives of the dissertation regarding Asian market potential.
CHAPTER 2 | LITERATURE REVIEW: This chapter provides a comprehensive review of existing language travel trends, student decision-making models, and branding strategies relevant to Malta’s competitive positioning.
CHAPTER 3 | RESEARCH METHODOLOGY: This chapter explains the qualitative research approach, specifically the semi-structured interviews conducted with school representatives, government officials, and students.
CHAPTER 4 | RESULTS, DISCUSSION AND RECOMMENDATIONS: This chapter analyzes primary data gathered from stakeholders, discussing current challenges like visa issues and providing specific recommendations to enhance market development.
CHAPTER 5 | CONCLUSION: This chapter synthesizes the main findings, indicating that while Asian markets hold potential, significant administrative and strategic changes are required for them to become a future pillar of the Maltese ELT sector.
Keywords
language travel, country branding, English language teaching, Malta, Asian market, China, Japan, South Korea, tourism, visa regulations, marketing strategy, educational institutions, student choices, competitive advantage, stakeholder coordination
Frequently Asked Questions
What is the core focus of this research?
The research investigates whether China, Japan, and South Korea represent the future of the English language teaching (ELT) sector in Malta in terms of student source markets.
What are the primary themes discussed in the work?
The paper covers language travel trends, country branding for Malta, pedagogical competitive advantage, student motivation factors, and the influence of government on visa policy.
What is the ultimate research question?
The research seeks to determine if, how, and to what extent Maltese English language schools are targeting Asian markets to diversify away from traditional European reliance.
Which scientific methodology was employed?
The study utilizes a qualitative approach, employing semi-structured, face-to-face interviews with key industry experts, government officials, and a small cohort of Asian students.
What does the main body of the dissertation cover?
It covers current market experiences, feedback mechanisms used by schools, existing and future target market strategies, quality service benchmarks, and the administrative hurdles faced by the industry.
Which keywords best characterize this work?
Key terms include: language travel, country branding, English language teaching, Malta, Asian market, visa regulations, and marketing strategy.
Why are Chinese students specifically highlighted in the context of administrative barriers?
Chinese students face the most strenuous visa processing requirements due to past incidents involving 'rogue' schools, which led the government to impose strict controls that currently hinder legitimate language tourism.
What is the recommendation for schools regarding tailored services?
The research suggests that schools do not need to drastically customize academic programs but should provide personal attention and assistance, particularly during the early settlement stages, to manage culture shock.
How is the concept of 'quality school' defined by the study's respondents?
Respondents defined a 'quality school' primarily through accreditation, the provision of a family-friendly, safe atmosphere, and the ability to offer individual attention to students.
What role does the Malta Tourism Authority (MTA) play according to the research?
The MTA is seen as a potential partner for promotional support, though some industry participants feel that current cooperation regarding Asian markets could be significantly improved through better information sharing.
- Arbeit zitieren
- Anonym (Autor:in), 2013, Future Trends in the ELT Industry. Impact of Asian Markets on Language Travel in Malta, München, GRIN Verlag, https://www.grin.com/document/1498334
