Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
46
Table 1 
Breakdown of Respondents According to Brand Preference for Mykonos
Group Description 
N 
1 
Destination brand preference with “top of 
mind” and “share of heart” 
68 
2 
No destination brand preference 
53 
3 
With either “top of mind” and “share of heart” 
17 
Total 
138 
Table 2 
Demographic Profiles of Respondents with Preference for Mykonos
Demographic variable 
Category 
% 
Age 18–24 
years 
32.97 
25–30 
years 
42.55 
31–40 
years 
19.14 
Over 
40 
years 
5.31 
Gender Male 
55.7 
Female 
44.3 
User status 
Associated 
38.6 
Non-associated 
62.4 
Marital status 
Single 
41.0 
Married 
59.0 
The BPI for each personality dimension was regressed against the PPI dimensions for respondents of Group 
1 and Group 2 (Table 1). For example, the BPI of the “sincerity” dimension was regressed against the PPI of 
“sincerity” within each group and then compared. Group 2 functioned as a control, where the regression analysis 
was expected not to return any significant BPI (standardized 
β
) as compared to Group 1. Table 3 illustrates the 
results. The value obtained for a significant 
β
would also demonstrate the magnitude of the influence of the 
independent variable on the dependent variable.