Consumer Buying Behavior among Resort’s Guests in Batangas Province

This research study aimed to identify the factors influencing the consumer buying behavior on the resorts in Batangas Province, present the demographic characteristics of the respondents in terms of age, gender and average monthly income, determine the consumer buying behavior in terms of personal, social and psychological and cultural factors, test the significant difference on the factors that affect the customer buying behavior when grouped according to profile and propose an action plan based on the results of the study that can be used by the resort management to align for the demands of the customers. This study made use of descriptive method with survey questionnaire as main data gathering instruments. Tourist and guests of ten (10) Department of Tourism (DOT) accredited resorts in District 1 of Batangas as weighted mean and Analysis of Variance (ANOVA) was used to analyzed the data gathered. The findings of the study revealed that most of the tourists visited the resorts in Batangas Province are male with the age ranging from 18-27 years old and with an averagely monthly income of 10,000-25,000 personal factors including personality and satisfaction have the greatest influence on the consumer buying behavior of the tourists in choosing a resort followed by cultural factors and the consumers buying behavior have no significant difference to the four factors in terms of age and gender while cultural and social factors have significant difference on consumer buying decision in term of monthly income. A proposed action plan may be implemented and copy of the results of the study will be distributed to the resort management for application and operation.

Keywords: consumer buying decisions, resort business