Abstract
It is reported that the customers are influenced by psychological aspect because hotel product has its characteristic of intangible. Thus the use of psychographics as hotel choice behavior and market segmentation criteria is continuously increasing in the hope that psychographics explaine more observed behavioral variation than demographic or socioeconomic variables in hotel industry. In this study, it has been investigated that the effectiveness of personal values and geographic variables as explainable factor in hotel choice behavior and market segmentation.
