Abstract.

This research investigates the factors influencing Filipino tourists’ hotel choices, specifically focusing on both tangible and non-tangible aspects. Employing a quantitative research approach, the study utilizes a descriptive survey method, employing a carefully crafted questionnaire for data collection.The demographic profile of respondents reveals a predominant presence of females, individuals aged 18–25, and those with college education, shedding light on the characteristics of the target population. Notably, respondents exhibit a preference for 5-star hotels, with a substantial portion budgeting less than 3,000 PHP per night.The study unveils the significance of non-tangible factors, such as positive past experiences, in influencing hotel choices, while tangible factors—particularly the cleanliness of hotel bathrooms—also play a crucial role. Statistical analyses indicate significant differences in non-tangible factors based on age and education, emphasizing the nuanced impact of these elements on decision-making.In summary, this research provides valuable insights into the nuanced preferences of Filipino tourists, contributing to the understanding of factors influencing hotel choices. The findings underscore the importance of considering both tangible and non-tangible aspects in catering to the diverse preferences within this demographic.

Keywords: Hotel Choice; Filipino Tourists; Travel and Tours