Measuring Destination Image and Consumer Choice Criteria: The Case of Mykonos Island
Destination 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.
|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|
|Contact details of provider:|| Postal: |
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- 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.
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