Analyzing Consumer Cost Efficiency: A Quantitative Study of Travel Agency Bookings in Cabanatuan City

This study investigates the consumer cost efficiency of travel agency bookings in Cabanatuan City, addressing questions regarding price competitiveness, service quality, and consumer preferences. The research employs a cross-sectional design, utilizing a survey questionnaire to gather data from 100 travelers who booked through various travel agencies in the city. Purposive sampling ensures representation across demographics and travel preferences. Statistical analysis reveals insights into consumer behavior and cost efficiency. Findings indicate that most travelers in Cabanatuan City are young, educated, and primarily female travelers, with a preference for leisure trips and family packages. In-person bookings were favored, emphasizing value- added services like travel insurance. Regarding price competitiveness, respondents perceive travel agency prices as competitive and aligned with service quality, indicating a willingness to pay for value. The transparency of fees and charges is highly valued, and the highest satisfaction is clarity regarding booking fees. Customization options for travel packages are essential, particularly in accommodation, transportation, and activities. Customer service quality, especially responsiveness and friendliness, significantly impacts overall satisfaction. In conclusion, the study concludes that travel agencies must tailor their offerings and promotions to meet diverse consumer demands, focusing on transparency, price competitiveness, and service quality to enhance customer satisfaction and loyalty. The findings underscore the importance of special offers, customizable packages, and excellent customer service in attracting and retaining customers in a competitive market. Recommendations include implementing a consumer cost efficiency plan that addresses these key factors to promote customer happiness and loyalty