Binmaley Catholic School, Inc.
Binmaley, Pangasinan
A.Y 2019-2020
THE IMPACT OF SOCIAL MEDIA IN PROMOTING
TOURIST SPOTS IN THE PHILIPPINES
In Partial Fulfillment of the Requirements for the Subject Inquiries,
Investigations, and Immersion
RESEARCHERS:
Bejaron, Miles S.
Devera, Jenny Vhe F.
Melendez, Ryan B.
RESEARCH ADVISER:
Ms. Diane A. Tinambacan
April 2020
CHAPTER 1
THE PROBLEM
I. INTRODUCTION
This style of user-generated content is seen by the online community as
more credible and authentic and for many hotels, restaurants and visitor
attractions, if they are not listed in the top five spots, they are losing out majorly
to their competitors. With more than 200 million reviews and opinions posted on
TripAdvisor to date, and more than 800 million active users on Facebook posting
updates and sharing images, social media is dominating the industry.
The use of Internet and other information communication
technologies leads to a new era of tourism economy. Social media, as one of
most powerful online networking tools, has been integrated into a part of social
and economic life in the real world. Social media as the means of interactions
among people in which they create, share, exchange and comment contents
among themselves in virtual communities and network. It includes social
networking sites, blogs, microblogs, consumer review sites, content
community sites, wikis, internet forums and location based social media.
Social media has emerged as the new way in which people connect socially, by
integrating information and communication technology (such as mobile and
web-based technologies), social interaction, and the construction of words,
pictures, videos and audio. It is actually more than a new way to
communicate, but refers to an entire online environment built on people’s
contributions and interactions. Social media has seen exponential growth during
the past several years. By December 2012, around 56% of people use social
media, almost everybody (totally 98%) aged 18-24 year olds already use social
media. Leading social media currently being Facebook has now over 1.2 billion
members [1].Role of Social Media in Tourism. The role of social media in tourism
has been increasingly noted and researched as an emerging topic. Social
media plays an increasingly important role in many aspects of tourism,
especially in information search and decision-making behaviors [2] and tourism
promotion [3-6] focusing on best practices for interacting with consumers via
social media channels (social sharing of holiday experiences). Leveraging of
social media to market tourist. (Zheng,2013)
The use of Internet and other information communication
technologies leads to a new era of tourism economy. Social media, as one of
most powerful online networking tools, has been integrated into a part of social
and economic life in the real world. Social media as the means of interactions
among people in which they create, share, exchange and comment contents
among themselves in virtual communities and network. It includes social
networking sites, blogs, microblogs, consumer review sites, content
community sites, wikis, internet forums and location based social media.
Social media has emerged as the new way in which people connect socially, by
integrating information and communication technology (such as mobile and
web-based technologies), social interaction, and the construction of words,
pictures, videos and audio. It is actually more than a new way to
communicate, but refers to an entire online environment built on people’s
contributions and interactions. (Zheng, 2013)
The use of social media in promoting different tourist spots in the
Philippines. We all know that social media has made a huge impact on the
tourism industry. . Consumers engage with social networking sites to research
trips, make informed decisions about their travels and share their personal
experiences of a particular hotel, restaurant or airline.
II. STATEMENT OF THE PROBLEM
This study aims to determine the impact of social media in promoting
tourist spots in the Philippines.
Specifically it aims to answer the following questions:
1. What is the profile of the respondents in terms of:
a) Age
b) Sex
c) Marital Status
d) Educational Level
2. Value of social media
a) Are you active on online communities? Yes/No
b) Which social media platform are you most active on?
3. Is there a significant difference between the social media in promoting
tourist spots and the profile variables?
III. RESEARCH HYPOTHESIS
There is no significant difference between the social media in promoting
tourist spots in the Philippines and the profile variables.
IV. SIGNIFICANCE OF THE STUDY
A. Travelers. This will help the travelers to be more encouraged by the use of
social media.
B. Tourist. This research study will be significant to the tourist because they can
easily find a most attractive spot or tourist spot here in the Philippines by the use
of social media.
C. Future Researcher. The ongoing result of this study will provide benifits on
The impact of social media in promoting tourist spot in the Philippines. It will
helps the future research to make some ifurther studies.
V. SCOPE AND DELIMINATION OF THE STUDY
This study focuses on the tourists who visit tourist spots in the Philippines
and how the use of social media by both travelers and tourism organizations
enhances promotional efforts in the tourist spots. The study investigates how
influential social media is in promoting the tourist spots in the Philippines.
This study has a total of 80 respondents and only addressed the tourists around
the Philippines.
VI. DEFINITION OF TERMS
To ensure better understanding of this study, the following terms are
hereby defined.
A. Internet – sometimes called simply “the Net” , is a worldwide system of
computer networks – a network of networks in which users at any one computer
can, if they have permission, get information from any other computer.
(Rouse,2019)
B. Social Media – are internet-based channels that allow users to
opportunistically interact and selectively self-present, either in real-time or
asynchronously, with both broad and narrow audiences who derive value from
user-generated content and the perception of interaction with others.
(Hopkins,2017)
C. Tourism – Tourism is a dynamic and competitive industry that requires the
ability to adapt constantly to customers’ changing needs and desires, as the
customer’s satisfaction, safety and enjoyment are particularly the focus of
tourism businesses. (Unknown, 2019)
D. Tourist – A tourist is a person who is visiting a place for pleasure and
interest, especially when they are on holiday. (Collinsdictionary, 2019)
E. Traveler - A traveler is a person who is on a trip or a person who travels a
lot. (Collinsdictionary, 2019)
A QUESTIONNAIRE ON THE IMPACT OF SOCIAL MEDIA IN PROMOTING
TOURIST SPOTS IN THE PHILIPPINES
I. PROFILE OF THE RESPONDENTS
DIRECTIONS: Please read the following items carefully and supply the data
needed or put a check mark (√) on the space provided that best corresponds to
your answer.
Name (Optional):_______________________________________
A. Age:
___Under 20 ___20-29 ___30-39
___40-49 ___50 and above
B. Sex:
___Male ___Female
C. Marital Status:
___Single ___Married
___Divorced ___Widowed
D. Educational Level:
___Undergraduate ___Graduate
___Post Graduate ___Professional
E. Are you active on online communities:
___Yes ___No
F. Which social media platform are you most active on:
___ Facebook ___ Twitter
___ Instagram ___ WhatsApp
___ Youtube ___ Google
___ None ___ Others (please specify)_______________
II. THE IMPACT OF SOCIAL MEDIA IN PROMOTING TOURIST SPOTS IN
THE PHILIPPINES
DIRETIONS: : Please read the following items carefully and supply the data
needed or put a check mark (√) on the space provided that best corresponds to
your answer.
Rating Scale Descriptive Equivalent
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree
INDICATOR-STATEMENTS 5 4 3 2 1
1. Social Media and the tourist decision
making
1.1 Travel reviews influenced my
decisions.
1.2 I found social media to be more
unreliable for information.
1.3 My original decision was modified or
changed after reviewing travel content on
social media.
1.4 I received recommendations and
advices from travelers prior to visiting
Philippines.
1.5 Interactions with friends cannot
influence my behavior.
1.6 I drew my list of alternative places to
visit through social media.
INDICATOR-STATEMENTS 5 4 3 2 1
2. Tourists refer to social media
2.1 referred to social media prior to
visiting Philippines.
2.2 I never referred to social media while
I am in Philippines for interacting with
other travelers.
2.3 I have already shared a part of my
experience with my friends while I am in
Philippines
2.4 I will post information on social
media after my visit so that others can be
informed.
INDICATOR-STATEMENTS 5 4 3 2 1
3. Effectiveness of social media
3.1 Social media is the best
communication platform for interacting
tourists.
3.2 I do not trust information obtained
via social media than via commercial
ads.
3.3 I do not have a tendency of
ignoring/avoiding ads on social media as
I do with commercial ads.
3.4 I always carry a mobile device to
access social media
3.5 I do not enjoy interacting with other
travelers on social media.
3.6 I monitor what other people post on
holiday destinations.
3.7 Social media helps me find a right
place to relax during my
vacation/holiday.
3.8 I become aware of certain tourist
attractions through social media.
3.9 I have encountered scams through
social media
3.10 Social media is the best to show
many tourist spots in the Philippines.
