Kamenidou, I.; Mamalis, S.; Priporas, C.

Measuring destination image and consumer choice criteria: the case of Mykonos Island

Article

Kamenidou, I., Mamalis, S. and Priporas, C. 2009. Measuring destination image and consumer choice criteria: the case of Mykonos Island. Tourismos: an international multidisciplinary refereed journal of tourism. 4 (3), pp. 67-79.

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Type	Article
Title	Measuring destination image and consumer choice criteria: the case of Mykonos Island
Authors	Kamenidou, I., Mamalis, S. and Priporas, C.
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
Research Group	Strategic Marketing, Consumer Behaviour and Branding/Identity group
Publisher	University of the Aegean
Journal	Tourismos: an international multidisciplinary refereed journal of tourism
ISSN	1790-8418
Deposited	04 Oct 2012
Output status	Published
Web address (URL)	http://www.doaj.org/doaj?func=fulltext&passMe=http://mpra.ub.uni-muenchen.de/25420/1/VOLUME_4_No3_art04.pdf
Language	English

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