UNWTO (2016) defines tourism as a "cultural, social and economic phenomenon which involves the movement of people between regions or places outside their usual environment for personal or professional purposes. Tourism is a form of employment for some people, a vacation or even a trip away from the area of residence. The economic and social importance of tourism and hospitality gives more reason to a study on the industry. Tourism and hospitality is a service which means it's intangible and inseparable from the provider (Holloway & Taylor, 2006). The service characteristic enables customers to experience and which brings about the different experiences consumers have with regards to diversity.