Factors influencing purchase intention of tourists in selection of travel agency : Kota Kinabalu, Sabah / Adisti Adintya Patar

The purpose of this study conducted is to examine the independent variables that give greater influence towards tourists purchase intent in selecting the right travel agency in Kota Kinabalu Sabah area. All these variables have their own influences to the tourists purchase intent yet this study discovered which factors is more significant one and become important for the tourists. The three variables are reputation/image of the travel agent, price, and service quality factors. In addition, this study is a descriptive research which the respondents for this study were the tourists who came to Kota Kinabalu Sabah either for vacation, business or visiting family and friends. Moreover, in this study, the researcher used questionnaires to gather all data necessary and distributed to 160 respondents. The findings were analysed using SPSS Statistics Data Editor version 20.0. Finally, the discussion derived from the findings suggested several recommendations and suggestions for future research.