Key Performance Indicators and Success Factors of Travel Agencies in Cabanatuan City Nueva Ecija— A Basis for Enhancing Operational Efficiency

Abstract

This study evaluates the key performance indicators (KPIs) and success factors of travel agencies in Cabanatuan City, based on insights from ten travel agencies, with respondents including owners, managers, or supervisors. Data was collected through questionnaires and analyzed using descriptive methods, frequency distribution, and weighted mean. The results, measured on a 4-point Likert scale, highlight significant differences when analyzed by the travel agencies' profiles. The study aims to address the following questions: (1) the profile of respondents regarding years in position, educational background, years in operation, starting capital, average monthly income, types of ownership, and legal requirements; (2) the key performance indicators and success factors of travel agencies concerning business operations, financial aspects, marketing, technology, and sustainability; and (3) the identification of factors consistently contributing to the success of travel agencies, including product, financial & economic support, service quality, planning & policy, facility & transportation, marketing, and human resources & security. The findings show that all these factors were rated "strongly agree" based on their highest mean scores.