THE TOURISM INDUSTRY IN CRETE: THE IDENTIFICATION OF NEW MARKET SEGEMENTS

George Baourakis
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George Baourakis: Mediterranean Agronomic Institute of Chania, Department of Economic, Marketing and Finance, PO. Box: 85, Chania, 73100, Greece

Chapter 8 in Fuzzy Sets in Management, Economics and Marketing, 2001, pp 115-126 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe principle objective of this research was to provide an analysis and an assessment of both the market for Cretan agricultural products and of the latter's distribution in the local tourist market. A secondary objective was to provide information about Cretan products to foreign clients and to also guarantee the variety and quality of these commodities thereof. The identification of potential new markets and the promotion of Cretan products, adapted to consumer attitudes and beliefs, was to be a further objective of this research. Correspondence Analysis and Non-linear Principal Component Analysis were implemented. The former was conducted to identify the existing relationships among variables, and the latter to provide a thorough examination of the following factors: an analysis of the distribution channels, consumer behaviour, product characteristics and consumer willingness to buy the aforementioned products.

Date: 2001
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