Empirical Setting and Methodology

Empirical Setting and Research Design

The research subject demanded accuracy and a quantitative approach. The quantitative data collection took place in the tourism destination of Corfu island. The main markets for the island are the Britain and Germany. These target markets are the same as the national ones, allowing for the island to serve as a miniature of the Greek tourism destination. The traditional target market is historically the British, so the nationality of the sampling population was decided to be British.

Sampling and Data Collection

The sample was stratified (probability sample). The island was divided into three areas: north, central, and south. Each area is represented by hotels from all categories by random sampling. Since the boundaries of the areas were known, they were defined as strata. The members of the sample were also chosen by random sampling in all the selected areas, hotels, and accommodation types and were firsttime tourists (a feature that was considered necessary for the fulfillment of the study objectives).

Each member of the sample was administered a first questionnaire (Questionnaire A) upon arrival in order to be completed upon the arrival day, and a second questionnaire (Questionnaire B) the last day of their vacations. The goal was, through the first questionnaire, to record the naive image, while with the second questionnaire to record the reevaluated image.

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