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

Irene Kamenidou, Spyridon Mamalis and Contantinos-Vasilios Priporas

MPRA Paper from University Library of Munich, Germany

Abstract: 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.

Keywords: destination image; destination choice; consumer choice criteria; Mykonos Island; tourism marketing (search for similar items in EconPapers)
JEL-codes: L83 M1 M3 (search for similar items in EconPapers)
Date: 2009-07-08, Revised 2009-08-25
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Published in TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism 3.4(2009): pp. 67-79

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