College of International Tourism and Hospitality Mgt., Lyceum of the Philippines Univ., Manila.
Abstract
The city of Baguio, commonly known as the summer capital of the Philippines takes pride in being a famous destination where tourists planned how to bring home the best pasalubong products. This pasalubong products have become instrumental to its local economy revealing the cultural and innovative entrepreneurial strategies. This descriptive quantitative study gathered data from 343 tourists who visited Baguio City and purchased the products to determine the factors of choosing the top Pasalubong products. Based on the study, the taste, delivery, pricing, quality, and shelf life are major elements influencing the sale of pasalubong products. The most significant is the taste, while delivery and price were also highly relevant. The tourist are motivated with their curiosity, fulfilled their craving, and perceived value for money, focusing on the importance of the quality of product and the efficient service. Furthermore, cashless transactions, e-payments, promotions, and free delivery vouchers were identified as the most preferred purchasing channels, while online transactions were only marginally relevant. The study concludes that strengthening the promotion of pasalubong products through quality enhancement, digital payment integration, and online reselling platforms can improve customer satisfaction, attract more travellers, and enhance the overall competitiveness of Baguio’s pasalubong industry.
Keywords: Destination, Products, Entrepreneurial, Efficient, Purchasing Channels, Cutomer Satisfaction
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