Kamenidou, Irene and Mamalis, Spyridon and Priporas, Contantinos-Vasilios (2009): Measuring Destination Image and Consumer Choice Criteria: The Case of Mykonos Island. Published in: TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism , Vol. 4, No. 3 (15. November 2009): pp. 67-79.
Download (99Kb) | Preview
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:||MPRA Paper|
|Original Title:||Measuring Destination Image and Consumer Choice Criteria: The Case of Mykonos Island|
|Keywords:||destination image, destination choice, consumer choice criteria, Mykonos Island, tourism marketing|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising
M - Business Administration and Business Economics; Marketing; Accounting > M1 - Business Administration
L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports; Gambling; Recreation; Tourism
|Depositing User:||Evangelos Christou|
|Date Deposited:||27. Sep 2010 07:23|
|Last Modified:||11. Feb 2013 22:00|
Ahmed, Z.U. (1991). The influence of the components of a state's tourist image on product positioning strategy. Tourism Management, Vol. 12, No.4, pp.331-340.
Baloglu, S. & McClearly, K.W. (1999). A model of destination image formation. Annals of Tourism Research, Vol. 26, No.4, pp.868-897.
Baloglu, S. & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, Vol. 35, No.4, pp.11-15.
Bigne, J.E., Sanchez, M.I. & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, Vol. 22, No.6, pp.607-616.
Bramwell, W. & Lane, B. (1993). Sustainable tourism: An evolving global approach. Journal of Sustainable Tourism, Vol. 1, No.1, pp.1-5.
Buhalis, D. (1999). Tourism on the Greek islands: Issues of peripherality, competitiveness and development. International Journal of Tourism Research, Vol. 1, pp.341-358.
Chon, K. (1990). Traveller destination image modification process and its marketing implications. Developments in Marketing Science, Vol. 13, pp.480-482.
Crouch, G.I. (2004). Services research in destination marketing: A retrospective and prospective appraisal. International Journal of Hospitality & Tourism Administration, Vol. 1, No.2, pp.65-86.
Currie, R.R., Wesley, F. & Sutherland, P. (2008). Going where the Joneses go: Understanding how others influence travel decision-making. International Journal of Culture, Tourism and Hospitality Research, Vol. 2, No.1, pp.12-24.
Dann, G.M.S. (1996). Tourist images of a destination: An alternative analysis. Journal of Travel and Tourism Marketing, Vol. 5, No.1/2, pp.41-55.
Driscoll, A., Lawson, R. & Niven, B. (1994). Measuring tourist destination perceptions. Annals of Tourism Research, Vol. 21, pp.499-511.
Echtner, C.M. & Ritchie, J.R.B. (1991). The meaning and measurement of destination image. Journal of Tourism Studies, Vol. 2, pp.2-12.
Goodrich, J.N. (1978). The relationship between preferences for and perceptions of vacation destinations. Journal of Travel Research, Vol. 17, No.2, pp.8-13.
Hair, J.F.Jr., Anderson, R.E., Tatham, R.L. & Black, W.C. (1998). Multivariate Data Analysis. Englewood Cliffs, NJ, Prentice-Hall.
Hsu, T.K., Tsai, Y.F. & Wu, H.H. (2009). The preference analysis for tourist choice of destination: A case study of Taiwan. Tourism Management, Vol. 30, No.2, pp. 288-297.
Hunt, J. (1975). Images as a factor in tourism development. Journal of Travel Research, Vol. 13, No.3, pp.1-7.
Jenkins, C. (1982). The use of investment incentives for tourism projects in developing countries. Tourism Management, Vol. 3, No.3, pp.91-96.
Kinnear, P.R. & Gray, C.D. (1995). SPSS for Windows Made Simple. Erilbaum, Taylor and Francis.
Lin, C.T. & Huang, Y.L. (2008). Mining tourist imagery to construct destination image position model. Expert Systems with Application, Vol. 36, No.2, pp.2513-2524.
Liu, C.M. (1999). Tourist behaviour and the determinants of secondary destination. Asia Pacific Journal of Marketing & Logistics, Vol 3, pp.3-22.
MacKay, K.J. & Fesenmaier, D.R. (1997). Pictorialel element of destination in image formation. Annals of Tourism Research, Vol. 24, No.3, pp.537-565.
Makens, J.C. (1987). The importance of U.S. historic sites as visitor attractions. Journal of Travel Research, Vol. 25, No.3, pp.8-12.
Malhotra, N.K. (2004). Marketing Research: An Applied Orientation, 4th edition. Upper Saddle River, NJ, Prentice-Hall.
Mamalis, S. (2008). Critical success factors of food-service industry. Journal of International Food and Agribusiness Marketing, Vol. 21, No.2-3, pp.191-207.
Milman, A. & Pizam, A. (1995). The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, Vol. 33, No.3, pp.21-27.
Nicolau, J.L. & Más, F.J. (2008). Sequential choice behavior: Going on vacation and type of destination. Tourism Management, Vol. 29, No.5, pp.1023-1034.
Sharma, S. (1996). Applied Multivariate Techniques. John Wiley and Sons Inc.
Stylidis, D., Terzidou, M. & Terzidis, K. (2008). Islands and destination image: The case of Ios. Tourismos, Vol. 3, No.1, pp.180-199.
Shukla, P., Brown, J. & Harper, D. (2006). Image association and European capital of culture: Empirical insights through the case study of Liverpool. Tourism Review, Vol. 61, No.4, pp.6-12.
Spector, P.E. (1992). Summated Rating Scale Construction: An Introduction. Sage University Paper Series No.82, On Quantitative Applications in the Social Sciences, Beverly Hills, CA, Sage.
Walmsley, D.J. & Jenkins, J.M. (1993). Appraisive images of tourist areas: Application of Personal Construct. Australian Geographer, Vol. 24, No.2, pp.1-13.
Woodside, A.G. & Lysonski, S. (1989). A general model of traveller destination choice. Journal of Travel Research, Vol. 17, No.4, pp.8-14.
WTTC. (2006). Greece: The Impact of Travel and Tourism on Jobs and Economy.