Existing works are Theuma’s (2006) questioning of the institutional
campaigns promoting Malta as a tourist destination, Metaxas’ (2009) exploration
of place marketing and strategic planning processes taking Malta as a case study, Foxell
and de Trafford’s (2010) examination of Malta’s attempt to reposition itself as a ‘cultural
heritage’ tourist destination, and Markwick’s (2001) investigation of postcard images of
the Archipelago in relation to tourist desires and motivations. No linguistic studies have
been conducted so far with a focus on text analysis.