A number of quality products and services, often catering for niche markets, have become associated with certain regions. This geographical association has proved important in influencing the mentality of urban consumers, their behaviour and, consequently, the demand for such products. This work identifies three sets of elements of the regional resource base that contribute towards consumer-constructed regional images-namely, factors related to nature and the environment; factors related to history, tradition and heritage; and amenity experiential factors. The relation between consumer-constructed regional images and a variety of consumer needs is discussed. Data from a wide survey of Greek wine consumers are utilised and a microeconometric approach is employed to test the effects of consumer-constructed regional images on consumer expenditure on regional wines.
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