CONTRIBUTORY FACTORS IN CHOOSING TOURISM DESTINATION AMONG INTERNATIONAL SCHOOL OF ASIA AND THE PACIFIC EMPLOYEES AND STUDENTS

Abstract

Knowing the contributory factors in choosing tourism destinations among students and employees helps identify their preferences, considering the factors in selecting a destination. This research is about how to determine the differences between students and employees regarding their preferences according to a tourist destination’s factors such as location, experience, services, budget, and tourism activities. The study follows a descriptive-inferential design that utilizes a structured questionnaire in a Likert-scale form. Data analysis includes frequency count and percentage, weighted mean, one-way anova, and independent sample T-test. The findings indicate that the factors in choosing a tourism destination are vital for every student and employee who visits a destination, and the two groups have different preferences and desires according to their overall experiences with the different factors. These results provide the preferences and desires of tourists to tourism marketers, enabling them to develop strategies to attract and satisfy their customers.