Is Internal Branding Useful? A case study of Malta

Many smaller states, particularly island states, are working very hard to increase the number of visiting tourists. The Maltese Islands Tourism Authority performed a campaign to market and place the island state more on the map to attract more tourists. This case study research was done approximately one year after this campaign was done. Malta Tourism Authority did an internal branding campaign which started from the maltese people. This case study takes up aspects of the marketing such as Brand Identity, positioning, and service and destination branding. The research will be useful to students and professionals in both tourism and the marketing fields.

Heidi Pantzar Master of Arts, Bournemouth University, England and Fachhochschule Heilbronn, Germany. Teacher of Tourism and reseacher and author.