Almost half the Maltese - 48% - blame high prices for the current decline in tourist arrivals, while 29.3% feel that competition from other resorts was compounding the problem. Besides, 21.7% blamed the "dirty environment" and 6.7% "bad customer care".
However, 62.3% are optimistic that the arrival of low-cost airlines will help alleviate the problems of Malta's tourist industry; 34.7% are not convinced that this is the case.
The overwhelming majority - 91% - think the high departure taxes (which are applied to all flights starting from Malta) are unjustified.
These are some of the findings of the latest public opinion survey carried out on behalf of The Sunday Times by sociologist Mario Vassallo. The survey, as usual, was carried out by telephone among 300 households in Malta and Gozo. Interviews were held between September 12 and 17.
Respondents were asked to which categories of people should Malta be targeted as a tourist destination. The four categories most mentioned were businessmen (31.7%), young persons (30.7%), families with children (17.7%) and conference participants (15.3%).
Another multiple-answer question regarded what assets should be advertised to attract tourists to Malta. "Sun and sea" received the most mentions with 28%, closely followed by the "history of Malta" (27.7%), and "Maltese culture" (23.3%), "Maltese hospitality" (20.3%) and "feasts and folklore" (10%). English language courses too got a mention, with 7%.
Over a quarter of respondents (25.3%) think Malta is not well-equipped to attract tourists, but the remainder mentioned a number of factors which attract tourists, including good hotels (231.3%), historical sites (16.7%), "entertainment venues" (16%), "good services" (9.3%), "beautiful environment" (8.7%), "good and cheap restaurants" (8.3%), "heap public transport" (7%) and "good guides" (3.7%).
On the other hand, those who said Malta is not well-equipped to attract tourists blamed "bad services" (41.7%), "expensive taxis" (16.7%), "dirty environment" (16%), "dirty public buses" (12.7%), "expensive air travel" (10%), "neglected historical sites" (7.3%), "bad and expensive restaurants" (4.3%), "high prices" and "bad quality hotels" (3% each).
Asked what should be done to improve Malta's performance in tourism, almost half of the respondents (46.3%) replied: "Reduce prices". Twenty-seven per cent want a cleaner environment, while 26% feel that greater courtesy should be shown towards tourists. The need to upgrade the environment is considered a priority by 22%.
These figures show that 49% believe that to strengthen tourism, the environment must be looked offer. Many commented that tourists are put off not merely by dust and dirt, but also by the constant noise of drillers excavating construction sites.
Asked to comment on these findings, Professor Vassallo said: "It is becoming increasingly obvious to the Maltese that, while acknowledging Malta's tourist potential, they have probably eaten too much into tourism, and that what has hitherto been taken for granted, cannot be so much further. It would appear that many are realising that they might have killed the goose that lays the golden egg, and are now startled into alertness as to the bitter consequences of such foolish behaviour.
"In doing so, the Maltese are blaming everybody all around, from the government to operators in the tourist industry. They are blaming developers for having spoiled Malta's pristine state and for turning the island into one huge building site. Many are also doubting the extent to which the traditional 'hospitability' label still applies to the Maltese.
"That sensitivity is strong is obviously a positive development, but one still wonders whether the Maltese are able to stop what they themselves claim to be keeping tourists away. The constant and ubiquitous repetition of the same sins unfortunately suggests that even in this case, acknowledgement of a sin does not easily lead to repentance and reform," Professor Vassallo concluded.