Marketing research is used extensively by destination marketers to identify the types of customers that can be attracted (active demand), as well as the prospective visitors (suppressed demand) who do not visit for a variety of reasons (Athiyaman, 1997). Approaching the right target market and providing the most appropriate combination of local tourism products and services is the secret for successful destinations. Product design and formulation should therefore be based on research (Baker et al, 1994; Ritchie, 1996, Calantone and Mazanec, 1991;Hu and Ritchie,1993). As tourism bundles are formulated ad-hoc to satisfy specific consumer requests, a dynamic marketing research process.
