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

Author

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  • Kamenidou, Irene
  • Mamalis, Spyridon
  • Priporas, Contantinos-Vasilios

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.

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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    File URL: https://mpra.ub.uni-muenchen.de/25420/1/MPRA_paper_25420.pdf
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    References listed on IDEAS

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    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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    Cited by:

    1. Alexandru Mircea NEDELEA & Borak Ali & Mohammed ALAMGIR, 2017. "Factors Behind Destination Loyalty - A Study on Tourism Destination," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 23(23), pages 1-7, June.
    2. Ani Wijayanti & Janianton Damanik & Chafid Fandeli & Sudarmadji, 2017. "Analysis of Supply and Demand to Enhance Educational Tourism Experience in the Smart Park of Yogyakarta, Indonesia," Economies, MDPI, vol. 5(4), pages 1-13, November.
    3. Iulian Adrian SORCARU & Mihaela-Carmen MUNTEAN & Ludmila Daniela MANEA, 2021. "Strategic Objectives for Tourism Development in the Black Sea Basin," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 63-75.
    4. Fotiadis, Anestis K., 2016. "Modifying and applying time and cost blocks: The case of E-Da theme park, Kaohsiung, Taiwan," Tourism Management, Elsevier, vol. 54(C), pages 34-42.

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      Keywords

      destination image; destination choice; consumer choice criteria; Mykonos Island; tourism marketing;
      All these keywords.

      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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