Future Trends in the ELT Industry. Impact of Asian Markets on Language Travel in Malta

Tesis (Bachelor) , 2013 , 57 Páginas , Calificación: B

Turismo - Otros

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.

Inhaltsverzeichnis (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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to provide insights for marketing decisions to be made by English language schools in Malta, focusing on the potential of Asian markets (China, Japan, and South Korea) for future growth. The research examines language travel trends, marketing strategies for educational services, and factors influencing student choices. The study utilizes interviews with ten schools, government entities, and students to assess the current landscape and future potential of the Asian market. * **The potential of the Asian market for English language schools in Malta.** * **Factors influencing student choices for English language programs.** * **Marketing strategies for educational services in the context of language travel.** * **The role of country branding and place marketing in attracting Asian students.** * **Challenges and opportunities for the English language teaching industry in Malta.**

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction This chapter sets the stage for the dissertation by introducing the English language teaching industry in Malta. It outlines the research objectives, emphasizing the importance of the Asian market for future growth. The chapter also discusses the practical relevance of the research and provides a brief overview of the dissertation's structure.
• Chapter 2: Literature Review This chapter delves into the existing literature on language travel, focusing on the English language market and key issues within this sector. It examines the current state of the market in Malta and compares it to other popular English language teaching destinations. The chapter also explores tourism trends in the Asian market, specifically in China, Japan, and South Korea, highlighting the growing demand for language travel from these regions. It further discusses the characteristics of educational services, explores the competitive advantage model for educational institutions, and analyzes factors influencing students' choices for language programs. The chapter concludes by outlining the key themes identified from the literature review and formulating research questions to guide the research.
• Chapter 3: Research Methodology This chapter outlines the research methodology employed in the dissertation. It details the research strategy and design, justifying the choice of qualitative methods. The chapter further explains the rationale for sample selection, outlining the criteria for choosing participating schools, government entities, and students. It then discusses the data analysis tools used to interpret the collected data. The chapter concludes by addressing the limitations of the research method, acknowledging any potential shortcomings or biases.
• Chapter 4: Results, Discussion and Recommendations This chapter presents the findings of the research, drawing on data collected from interviews with English language schools, government entities, and Asian students. It explores the schools' experiences in hosting Asian students, their feedback collection tools, their past, present, and future target markets, their marketing tactics, and their perceptions of service quality. The chapter also examines challenges faced by the industry and discusses the future prospects of Asian markets in Malta. It provides insights from the Malta Tourism Authority and the Ministry for Home Affairs, highlighting their perspectives on the potential of the Asian market. The chapter concludes by offering recommendations for stakeholders, suggesting strategies to capitalize on the opportunities presented by the Asian market.

Schlüsselwörter (Keywords)

This dissertation focuses on the English language teaching industry in Malta and the potential of the Asian market for its future development. It explores various aspects of language travel, including marketing strategies, student choices, country branding, and place marketing. Key concepts such as the competitive advantage model for educational institutions, student satisfaction, and the challenges of attracting Asian students are discussed. The research also delves into the impact of economic growth and the rising demand for language learning in China, Japan, and South Korea.

• Universidad: University of Malta
• Calificación: B
• Autor: Anonym (Autor)
• Año de publicación: 2013
• Páginas: 57
• No. de catálogo: V1498334
• ISBN (PDF): 9783389061107
• ISBN (Libro): 9783389061114
• Idioma: Inglés
• Etiqueta: ELT industry, Asian markets, outbound tourism, language travel trends, student arrivals, Malta