Alternative destination choices : a case study in Maldives

Abstract

Upon recent changes in the government policies, opening opportunities in the local Maldives islands to introduce tourism products, Maldives now offers both luxury and affordable tourism that can be enjoyed by all market segments that hope to see the beauty of the unique geographically situated country. However, due to lack of promotional strategies, Maldives has failed to spread the word to the world about the newly found tourism sector in the country, thus not occupying expected tourist bed capacity in the affordable local islands. This research aimed to identify destination attributes and travel motives that would influence the destination choice process of the tourists in choosing alternative destinations within the Maldives. A 4-level AHP model, consisting of several attributes on the 4th level, was proposed and tested using data collected from international tourists visiting the Maldives to establish the relative importance of pre-selected factors (criteria). The key findings of the research helped to draw the conclusion that, tourists arriving to the alternative destinations' major focus is not to learn about the Maldivian culture and tradition or meet with Maldivians and learn about the lifestyle. The idea was that tourists today are more heterogeneous and want more experience; different products and service varieties, than just going and spending a vacation at a destination. However, the results of this research reported otherwise. People who are choosing to go to the alternative destinations of the Maldives are mostly looking to have fun, rest and relax on the beaches and get away from the daily routine at a unique setting of sun, sand and sea like the Maldives, but at in an affordable price. This study recommended that the marketing techniques should include nightlife and entertainment segments of affordable tourism with attractive packages and prices to illuminate the majority group of the tourists arriving in the Maldives.