RESULT AND DISCUSSION

This section presents the results of the findings that were obtained from the

Junior and Senior high school public teachers of Santiago City. The focus of this study

is to determine the factors influencing the decision to purchase tour packages among

teachers through travel agencies. The study also aims to identify the key factors that

influence the customer's decision to purchase tour packages and to determine how

these factors can be addressed to increase sales in travel agencies.

Research Question 1: . What are the factors influencing the customer's decision

to purchase a tour package?

Table 2 shows that

Table #
Factors Influencing the Customer's Decision to Purchase a
Tour Package
S INTERPRETA
Price of Tour Package M
D TION
1. 0.
1
67 68
1. 0.
2
69 68
1. 0.
3
72 69
1. 0.
4
78 71
1. 0.
5
75 65
1. 0.
6
75 66
1. 0.
Category Mean
73 04
Table #
Factors Influencing the Customer's Decision to Purchase a
Tour Package
S INTERPRETA
Promotional Offers M
D TION
1. 0.
1
70 68
1. 0.
2
97 74
1. 0.
3
93 73
1. 0.
4
99 80
1. 0.
5
94 77
1. 0.
Category Mean
88 12

Table #
Factors Influencing the Customer's Decision to Purchase a
Tour Package
S INTERPRETA
Customer Reviews M
D TION
1. 0.
1
65 76
1. 0.
2
79 74
1. 0.
3
62 71
1. 0.
4
74 73
1. 0.
5
88 71
1. 0.
6
93 68
1. 0.
7
81 72
1. 0.
Category Mean
78 11

Table #
Factors Influencing the Customer's Decision to Purchase a
Tour Package
S INTERPRETA
Brand Image M
D TION
1. 0.
1
74 69
1. 0.
2
80 74
1. 0.
3
84 76
1. 0.
4
71 74
1. 0.
Category Mean
77 06

Research Question 2: What is the relationship between the factors influencing the

customer's decision to purchase tour packages?

Table #
Relationship between the Factors Influencing the Customer's Decision to
Purchase Tour Packages
Price of
Promotional Customer Brand
Variables Tour
Offers Reviews Image
Package
 r .599 .679 .629
Price of Tour
p-value 0.001 0.001 0.001
Package
n 202 202 202
r .599 .629 .599
Promotional Offers p-value 0.001 0.001 0.001
n 202 202 202
r .679 .629 .712
Customer Reviews p-value 0.001 0.001 0.001
n 202 202 202
r .629 .599 .712
Brand Image p-value 0.001 0.001 0.001
n 202 202 202

A Pearson product-moment correlation was conducted to determine if there is a

relationship between the factors influencing the customer's decision to purchase tour
packages. There was a moderate positive correlation between the Price of tour package
and promotional offers (r = 0.599, n = 202, p = 0.001) and between promotional offers
and brand image (r = 0.599, n = 202, p = 0.001). Moreover, there was a strong positive
correlation between the Price of the tour package and customer reviews(r = 0.679, n =
202, p = 0.001, between the Price of the tour package and brand image (r = 0.629, n =
202, p = 0.001) and between customer review and brand image (r = 0.712, n = 202, p =
0.001), which was statistically significant.