Measuring Destination Image and Consumer Choice Criteria: The Case of Mykonos Island
AbstractDestination image has long been identified as an environmental characteristic that influences consumer behaviour and choice. As destinations compete nowadays globally, marketers need to acquire new knowledge and a greater understanding of the business and the environment, in which they operate in order to determine and adopt an appropriate marketing mix. So, first research objective was to measure attitudes towards island of Mykonos in order to identify key dimensions and their relative importance in determining consumer choice. Then, Cluster analysis was performed in order to segment the market and identify different clusters of tourists. Four different clusters were identified based on choice criteria and attitudes. Results can be a valuable input for both marketers and practitioners.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 25420.
Date of creation: 08 Jul 2009
Date of revision: 25 Aug 2009
Publication status: Published in TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism 3.4(2009): pp. 67-79
destination image; destination choice; consumer choice criteria; Mykonos Island; tourism marketing;
Find related papers by JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
- M1 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration
- L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Recreation; Tourism
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Stylidis, Dimitrios & Terzidou, Matina & Terzidis, Konstantinos, 2007. "Islands and Destination Image: The Case of Ios," MPRA Paper 25383, University Library of Munich, Germany, revised 26 Jan 2008.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht).
If references are entirely missing, you can add them using this form.