International Journal of Advanced Engineering, Management and Science (IJAEMS) Peer-Reviewed Journal ISSN: 2454-1311 | Vol-10, Issue-4; May-Jun, 2024 Journal Home Page: https://ijaems.com/ DOI: https://dx.doi.org/10.22161/ijaems.104.6 This article can be downloaded from here: www.ijaems.com 30 ©2024 The Author(s). Published by Infogain Publication, This work is licensed under a Creative Commons Attribution 4.0 License. http://creativecommons.org/licenses/by/4.0/ Analyzing Consumer Cost Efficiency: A Quantitative Study of Travel Agency Bookings in Cabanatuan City Eunice Nicole Alcantara, Armella Kate G. Cruz, Jusmir V. Fortunato, Daryl Mae P. Ricohermozo, Russell Da. Santos, Caryl Justine O. Villamil, Ma. Cecilia P. Reyes, Mark Alvin H. Abad College of Management and Business Technology, Nueva Ecija University of Science and Technology, Cabanatuan City, Nueva Ecija, Philippines Received: 11 May 2024; Received in revised form: 13 Jun 2024; Accepted: 21 Jun 2024; Available online: 30 Jun 2024 Abstract— This study investigates the consumer cost efficiency of travel agency bookings in Cabanatuan City, addressing questions regarding price competitiveness, service quality, and consumer preferences. The research employs a cross-sectional design, utilizing a survey questionnaire to gather data from 100 travelers who booked through various travel agencies in the city. Purposive sampling ensures representation across demographics and travel preferences. Statistical analysis reveals insights into consumer behavior and cost efficiency. Findings indicate that most travelers in Cabanatuan City are young, educated, and primarily female travelers, with a preference for leisure trips and family packages. In-person bookings were favored, emphasizing value- added services like travel insurance. Regarding price competitiveness, respondents perceive travel agency prices as competitive and aligned with service quality, indicating a willingness to pay for value. The transparency of fees and charges is highly valued, and the highest satisfaction is clarity regarding booking fees. Customization options for travel packages are essential, particularly in accommodation, transportation, and activities. Customer service quality, especially responsiveness and friendliness, significantly impacts overall satisfaction. In conclusion, the study concludes that travel agencies must tailor their offerings and promotions to meet diverse consumer demands, focusing on transparency, price competitiveness, and service quality to enhance customer satisfaction and loyalty. The findings underscore the importance of special offers, customizable packages, and excellent customer service in attracting and retaining customers in a competitive market. Recommendations include implementing a consumer cost efficiency plan that addresses these key factors to promote customer happiness and loyalty. Keywords— cost- efficiency; travel agency; consumer; travel promotions, online booking; travel package; customer service; transparency; accommodation; and customer service. I. INTRODUCTION Tourism and hospitality play an essential role in the Philippine economy. According to the Philippine Statistics Authority (2023), the contribution of this sector to the country's gross domestic product in 2022 was 6.2%; this indicated an increase from just over five percent during the COVID- 19 pandemic years; however, it was still lower than the pre-pandemic GDP share. As the country recovered from the crisis, the hospitality and tourism industries have flourished steadily over the years. The sector encompasses many enterprises, including hotels, restaurants, travel agencies, and tour operators. The tourism and hospitality industry is a dynamic sector that constantly adapts to changing consumer preferences and technological advancements. Cabanatuan City, nestled in the heart of the Philippines, is no exception to this trend. With an increasing number of travelers seeking cost-efficient accommodations, travel agencies play a pivotal role in assisting consumers in organizing their trips, offering plenty of options ranging from flights and accommodations to tours and transportation. Cost efficiency encompasses not only the financial aspect but also the quality of service provided by a travel agency. In the context of this research cost efficiency entails not just minimizing expenses but also maximizing the value of