Exploration of demand for intergenerational culinary tours in Malta

Abstract

The global demographic shift, where the elderly population now outnumbers young children for the first time in history, calls nations to action to prepare for this crisis. In response, many have turned to tourism as a means to navigate this demographic challenge. Intergenerational tourism has emerged as a particularly promising strategy, fostering positive exchanges and addressing personal challenges such as depression and loneliness prevalent in ageing societies. This study investigates the demand for intergenerational culinary tours in Malta, focusing on the potential of such experiences to mitigate the impacts of population ageing. The literature review delves into trends and insights regarding intergenerational and culinary activities, revealing the positive impacts such activities can have on both generations. Primary data collection involves surveys administered to tourists visiting Malta, with 60 participants, including 30 grandparents and 30 grandchildren. It was collected in convenience sampling. The research indicates a significant interest in intergenerational culinary tours among participants, with factors such as gender influencing interest levels. However, external factors such as physical limitations were found to affect demand as well. The study recommends further research in this new field given the evident demand for intergenerational culinary experiences as a means to address the challenges arising by ageing society. The study concludes that intergenerational culinary tours hold considerable potential for addressing the challenges of an ageing population in Malta. It recommends further research in this field to better understand and cater to the diverse needs of intergenerational travellers. These insights can inform targeted marketing campaigns and infrastructure enhancements to foster the growth of intergenerational tourism.