Limitations and Research Agenda
Even though this research was based on a representative and extensive sample, which gave a small statistical error, it must be taken into consideration that testing 19 variables in five segments might lead to some statistically significant results, even if there are no differences between the two kinds of image at all. Therefore, some results (especially those with high ^-values that reach 5%) should be considered as exploratory ones. Also, this study was focused only on the British target market and on one specific Mediterranean destination.
Although this study is innovative in its research aim and tried to enrich the research field by separating and subsequently comparing the two most important aspects of destination image by using a complex profile sample, it is suggested that future researchers extend the research to other nationalities and destinations in the
Mediterranean. The findings from such researches could be compared and operate as guidelines for marketing and management strategies.