Effectiveness of the Strategies applied by Theme Parks in CALABARZON to Factors Influencing Tourists’ Buying Decisions amidst pandemic

This study intended to determine the effectiveness of strategies applied by theme parks in CALABARZON to factors influencing buying decisions of tourists amidst pandemics. Descriptive statistics were used to assess and present data collected from respondents which required the use of specialized data collection methods such as case studies, observation, or survey. Data were gathered from 134 tourists who have visited theme parks in CALABARZON during the COVID-19 pandemic using a research-based questionnaire. Spearman Rho was used in this study to determine the strength of association between two variables—factors affecting or influencing tourists’ consuming behavior and strategies of theme parks in CALABARZON in terms of marketing, implementation of safety measures, and customer journey to get back on track. Results of the study show the effectiveness of strategies of theme parks in terms of marketing, implementation of safety measures, and customer journey to factors influencing tourists’ buying decisions such as psychological, social, and cultural. These strategies are very effective to factors that made tourists more engaged and motivated to visit theme parks during this time of health crisis.

Keywords – strategies, COVID-19, factors, customer journey, pandemic.