ANALYSIS OF FACTORS AFFECTING THE DECISION TO PURCHASE HOLIDAY PACKAGES BY TOURISTS THROUGH TRAVEL AGENCIES

The decision to purchase a product four by a customer is bayed on a number of factors, such us the price of the tourist product, the confidence provided by the agency, promotional offers, product quality, facilities and gratuities offered by the agency, the recommendations received from relatives and friends. Given these considerations, the paper aims towards the achievement of direct marketing research at travel agencies, to assess factors that influence the decision to purchase package tours. It aims to identify, measure and the ranking according to their importance. Finally, it will present concrete solutions to increase the number of tour packages purchase by tourists through travel agencies.