IDEAS home Printed from
   My bibliography  Save this paper

Measuring Destination Image and Consumer Choice Criteria: The Case of Mykonos Island


  • Kamenidou, Irene
  • Mamalis, Spyridon
  • Priporas, Contantinos-Vasilios


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.

Suggested Citation

  • Kamenidou, Irene & Mamalis, Spyridon & Priporas, Contantinos-Vasilios, 2009. "Measuring Destination Image and Consumer Choice Criteria: The Case of Mykonos Island," MPRA Paper 25420, University Library of Munich, Germany, revised 25 Aug 2009.
  • Handle: RePEc:pra:mprapa:25420

    Download full text from publisher

    File URL:
    File Function: original version
    Download Restriction: no

    References listed on IDEAS

    1. 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.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:eee:touman:v:54:y:2016:i:c:p:34-42 is not listed on IDEAS

    More about this item


    destination image; destination choice; consumer choice criteria; Mykonos Island; tourism marketing;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:25420. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Joachim Winter) or (Rebekah McClure). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.