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Research papers

• Καμενίδου, Ειρήνη
• Μάμαλης, Σπυρίδον
• Πρίπορας, Κωνσταντίνος Βασίλειος

Destination image has long been identified as an environmental characteristicthat influences consumer behaviour and choice. As destinations competenowadays globally, marketers need to acquire new knowledge and a greaterunderstanding of the business and the environment, in which they operate inorder to determine and adopt an appropriate marketing mix. So, first researchobjective was to measure attitudes towards island of Mykonos in order to identifykey dimensions and their relative importance in determining consumer choice.Then, Cluster analysis was performed in order to segment the market and identifydifferent clusters of tourists. Four different clusters were identified based onchoice criteria and attitudes. Results can be a valuable input for both marketersand practitioners.

• Other social sciences

• Τουρισμός
• Διοίκηση επιχειρήσεων

destination image, destination choice, consumer choice criteria, Mykonos Island, tourism marketing

Περιέχει πίνακες και βιβλιογραφία