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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

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    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.
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    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


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