Customer Preferences and Perceptions of Onsite VS. Digital Ticketing of Travel and Tours Services in Camarines Sur

This study examines customer preferences and satisfaction associated with onsite and digital booking systems in the travel and tours industry, focusing on the Province of Camarines Sur, Philippines. It investigates the impact of trust, security, convenience, personalization, accessibility, and system reliability on customer decision-making. Using a descriptive research design, data were collected from 78 participants through structured online and onsite questionnaires, including travel agency clients and operators. The study applies theoretical frameworks such as the Unified Theory of Acceptance and Use of Technology (UTAUT) and Diffusion of Innovations Theory to interpret customer perceptions. Key findings show that while online booking is generally preferred due to accessibility, ease of use, and cost-effectiveness, onsite booking remains relevant for customers seeking personalization, trust, and human interaction. Results also reveal unique issues within each method— such as technical glitches in online systems and time constraints in onsite booking. The study proposes targeted, customer-centric strategies to resolve these issues and improve operational efficiency. These findings offer actionable insights not only for local stakeholders but also for tourism service providers operating in similarly transitioning markets where hybrid service delivery models are increasingly necessary.