99-111

Research papers

• Καμενίδου, Ειρήνη
• Μάμαλης, Σπυρίδον
• Κοκκίνης, Γεώργιος
• Γεράνης, Χρήστος

This study explored 141 British tourists’ perception of Kavos’ Corfu as adestination. It measured the components of Kavos’ destination image. Data wascollected with an aided self –completion questionnaire and data analysis includeddescriptive statistics (frequencies, percentages and means), reliability, and factorand cluster analysis. 18 destination components were rated on a 5-point Likertscale and continuously factor analyzed, producing 4 factors and accounting for80.7% of the total variance. Segmentation based on factors produced 3 segmentswith N=32; 50 and 59 British tourists respectively and with Final Cluster Centersranging from 3.03 to 4.60. This research has contributed to the theoretical gap ofthe tourism industry literature regarding destination image formation in theMediterranean and specifically Greece. These results can be used as a basis fordestination improvement and strategy formation.

• Other social sciences

• Τουρισμός
• Διοίκηση επιχειρήσεων
• Management

tourism, destination image, Kavos, Corfu

Περιέχει πίνακες και βιβλιογραφία, Ειδικό αφιέρωμα: Tourism destination marketing & management

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