ANALYSIS OF TOURISTS’ BEHAVIOR TOWARDS ECOTOURISM

Ecotourism promotes naturally neighboring travel that benefits local communities, culture, and heritage while limiting the impact on the environment creating a unique opportunity to maintain the country's average assets over time and protect vital biodiversity. When it comes to the growth of ecotourism, the buying behavior of visitors is crucial. The behavior of a traveler has a significant impact on the activity of "Travel and Tourism Companies" because it is impossible for any company to achieve its targets and objectives if it has not identified the client of its services and is unaware of the role that this calculates plays. Furthermore, buying behavior within the purchase, use, and abandonment of visitor attractions is referred to as visitor behavior by those who do not engage in travel or traveler activities. The study analyzed the buying behavior of tourists towards ecotourism destinations in Lucban Quezon with its goal to help and improve the capability of LGUs to screen and regulate ecotourism exercises in Lucban Quezon. Hence, to obtain the goal, the study used a descriptive – survey method to analyze the buying behavior of tourists toward ecotourism destinations in Lucban Quezon. This study is designed in a Quantitative manner wherein quantitative data was derived from the results of the survey. The findings of the study revealed that the buying behavior of tourists is based on the quality, price, distinctiveness, availability, and service of the host destination. They are also motivated to travel because of its attribute, functional and psychosocial consequence, and value. These reasons also motivated them to repeat their visit. Hence, it is suggested to do an assessment and program to maintain these attributes of the host destination.