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

Kamenidou, Irene, Mamalis, Spyridon and Priporas, Constantinos-Vasilios ORCID logoORCID: (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. ISSN 1790-8418 [Article]


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.

Item Type: Article
Keywords (uncontrolled): destination image, destination choice, consumer choice criteria, Mykonos Island, tourism marketing
Research Areas: A. > Business School > Marketing, Branding and Tourism
A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 9374
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Depositing User: Devika Mohan
Date Deposited: 04 Oct 2012 07:26
Last Modified: 13 Oct 2016 14:24

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