ABSTRACT
Contemporary marketing approach requires businesses to make a market research, choose the most convenient market segment(s) by segmenting the market and develop appropriate products for target market before producing products (Kozak, 2010). The situation is no different than this in tourism market where there is a highly intense competition. Lodging businesses which serve to the tourism market, have been tending to find new market segments and even develop niche markets to gain competitive edge (Weidenfeld, 2006).
