The relatively large number of tourism destinations available both nationally and internationally has intensified competition between destinations for tourists. In addition, changes in technology and consumer tastes mean that many products including tourism products and services have shortening...

Market segmentation aims to divide markets comprised of individuals into groups whose characteristics are relatively homogeneous within each set or segment and heterogeneous between segments, based on an identified set of variables (Kara and Kaynak, 1997). Marketing academics and practitioners...