NORTHERN ILOILO STATE UNIVERSITY

Ajuy Campus
College of Hospitality Management

EXPLORING THE IMPACT OF SOCIAL MEDIA PLATFORMS ON GUESTS’ VISIT

INTENTIONS AT TOURISM DESTINATIONS IN THE MUNICIPALITY OF AJUY

A Research Paper
Presented to the Faculty of Hospitality Management Department
Northern Iloilo State University
Ajuy, Iloilo

In Partial Fulfillment
Of the Requirements of the Degree
Bachelor of Science in Hospitality Management

By
Jhon Lei A. Allador,
Aljune N. Atadero
Kristine Mae D. Bacalangco,
Allysa Nicole D. Barrido
NORTHERN ILOILO STATE UNIVERSITY
Ajuy Campus
College of Hospitality Management

CHAPTER 1
BACKGROUND OF THE STUDY
Introduction

Social media platforms have grown to be a massive aspect of

our lives, impacting not only communication but also consumption

patterns and tourism. Instagram, Facebook, and other social

networks can be full of travel photos, reviews, and

recommendations that can make us reconsider our choices. Thus,

social media is not just a leisure activity for people especially

for travelers but a powerful mold that determines their

perception and decision-making as they embark on a career in the

travel and hospitality industry.

Tourism heavily relies on marketing as a vital strategy to

attract visitors and generate revenue. Tourism marketing

encompasses various initiatives and tactics that enable the

industry to position itself in distinct market niches (Quintero

et al., 2022). According to Abarca (2020), marketing strategies

are essential for attracting tourists and increasing revenue in

the travel and tourism sector. Developing a tourism marketing

plan should include strategic objectives to enhance the

destination’s reputation and attract more visitors. Florido-

Benítez (2022) expands this perspective, considering travel

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destinations, accommodations, travel services, and attractions as

key components of tourism marketing. The ultimate goals are to

boost the economic benefits of tourism, attract more visitors,

and improve the overall tourist experience.

Here within the Municipality of Ajuy, where the culture and

use of social media might mix in some specific ways, there is a

need to understand how such people are a product of social media

influences. To that end, this study will focus on the extent to

which the use of social media influences the trip preferences of

travelers or guests particularly the attractions that interest

them, and the process involved in the planning of the trips. Such

knowledge may provide useful data in exploring the impact of

social media on guests’ visit intentions at tourism destinations

here in the Municipality of Ajuy.

The researchers will be conducting this study to further

investigate the impact of social media when it comes to travel

preferences and intentions since in today’s generation, social

media is as one of the factors that contributes to the promotion

of tourism destinations as well as in the growth in the aspect of

tourism.
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Ajuy Campus
College of Hospitality Management

Statement of the Problem

Generally, the study aims to explore the impact of social

media on guests’ visit intentions at tourism destinations in the

Municipality of Ajuy.

Specifically, it seeks to answer the following questions.

1. What is the socio-demographic profiles of the respondents

in terms of:

a. Age

b. Sex

c. Educational attainment

d. Economic Status

2. Which social media platforms are commonly used by the

tourists in selecting tourism destination in terms of age,

sex, educational attainment, and economic status?

3. What is the impact of social media on tourist’s visit

intentions at tourism destinations?

3. Are there significant differences in the impact of social

media on tourist visit intentions at tourism destinations

when it comes to age, sex, educational attainment, and

economic status?
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Null Hypothesis

1. There are no significant differences in how social media

impacts visit intentions based on demographics such as age,

sex, educational attainment, and economic status.

Theoretical Framework

To understand how social media impacts guests’ visit

intentions at tourism destinations in the Municipality of Ajuy,

the researchers can look at a few key theories that explained why

and how these influences occur:

Theory of Planned Behavior (TPB):

This theory suggests that our actions are guided by

what we think, what we believe others think, and how

much control we feel we have over our actions.

For guests, this means their travel preferences are

shaped by their attitudes towards travel, how much they

feel influenced by their friends and family on social

media, and how much control they feel they have over

their travel plans, like their budget and time.

Uses and Gratifications Theory:

This theory explains that people use social media to

fulfill specific needs and desires.Travelers or guests

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turn to social media to find travel inspiration, gather

information, or get validation. The type of content

they engage with—whether it’s travel tips, destination

ideas, or friend’s travel photos—affects their travel

preferences.

Social Influence Theory:

This theory highlights how we are influenced by the opinions

and behaviors of people around us. Tourists’ travel choices can

be influenced by what their friends and social media influencers

are doing. Seeing posts from peers or celebrities about their

travels can shape where they want to go and what kind of

experiences they seek.

Together, these theories provide a clear picture of how

social media can have an impact on guests’ visit intentions at

tourism destinations revealing the complex ways in which media,

social interactions, and personal choices come together.

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Conceptual Framework

This framework explores how social media affects guests’

visit intentions at tourism destinations.

Social Media Influence Social Media Influence

(Content seen, engagement, (Content seen, engagement,
platform differences) platform differences)

Travel Preferences
(Destination Choices, Types of
Experiences, Planning Methods)

1. Social Media Influence:

- What They See: The types of travel-related content in

which people come across on platforms like Instagram,

Facebook, TikTok, and Twitter.

- How They Engage: The ways they interact with this

content, including liking posts, sharing travel tips,

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commenting on photos, and joining discussions about

travel.

- Platform Differences: How different features of each

social media platform (e.g., Instagram’s photos vs.

Facebook’s event recommendations) shape their travel

preferences.

2. What Makes a Difference:

- Trust in Content: How much travelers trust the travel

content they see. For example, they might find posts

from friends or user-generated content more believable

than ads from travel companies.

- Influence of Peers: The effect of seeing friends’

travel experiences and recommendations on their own

travel choices. This includes how trends and shared

travel stories from their social circle Impact their

decisions.

- Relevance to Interests: How well the travel content

matches what guests are interested in or looking for in

a travel experience.

3. Travel Preferences:

- Where They Want to Go: How social media content

influences their choices of travel destinations.

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- What They Want to Do: How it affects the types of

travel experiences they prefer, such as adventure,

relaxation, or cultural exploration.

- How They Plan: Changes in how they research and plan

their trips, including using social media to find

travel information and make decisions.

This framework helps us understand the ways social media

shapes travelers or guests’ intentions in visiting tourism

destinations, showing the connections between online interactions

and real-life travel decisions too.

Scope and Delimitation

It is important to focus on travelers or guests in the tourism

destinations in Ajuy. Thus, this research focuses on exploring

the impact of social media on guests’ visit intentions at tourism

destinations in the municipality, mainly focused on the

Municipality of Ajuy. This assists the researchers in getting a

perception of how the use of social media influences travel

decisions within the said community.

There are limitations to this study; it only focused on guests

who intend to visit three tourist destinations in the

Municipality of Ajuy namely Hilltop Ajuy, Villa Margarita Inland

Resort, and Alta Marr Beach Resort. This study will be conducted
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on the said tourists’ spots and it would be on this school year

2024-2025.

Significance of the Study

This research on exploring the impact of social media on

guests’ intentions at tourism destinations matters for several

reasons:

For Students: The various impacts of social media are also

well explained in a way that assists the students in

comprehending how their use of social media controls their travel

decisions. Thus, by identifying them, they can make better

decisions and therefore make more reasonable choices of traveling

which will give them more pleasure and meaningful experiences.

For Local Tourism: The findings of the study can be applied

by different businesses and tourist attractions in Ajuy in order

to attract more guests. This information will allow these

businesses to appeal to the travelers’ interests and preferences.

For Community Planners: Hence, the research results can

assist local administrators and policymakers in developing the

tourism frameworks that fit guests’ preferences. They are also

able to develop specific initiatives and events, which will be

more appealing to guests and therefore would contribute to the

increase in local tourism.

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For Social Media Marketers: The study will be useful to

marketers who will be able to discover which social media

strategies are applicable and responsive to guests or travelers.

Such knowledge enables them to create complementary campaigns

that appeal to the people, hence improving the outcomes.

Therefore, it can be said that this research contributes to

each one from the students to the local line of business to

understand and manipulate the effects of social media on the

traveling patterns and decisions for the achievement of the

desired and successful strategies.

Definition of Terms

Social media. Conceptually, these are websites such as

Facebook, Instagram, Twitter, and Tiktok among others that help

people post updates, pictures, and/or videos.

Operationally, it’s where guests are exposed to and

transacting with content related to travel such as friend’s

posts, travel influencers, and travel companies.

Travel Preferences. It refers to the activities and places

that individuals prefer to engage in and visit while traveling.

In this study, it pertains to what guests or travelers

prefer and select in as much as traveling is concerned. These are

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College of Hospitality Management

among the types of questions from the survey ‘’Where do they want

to go?’, ‘’What kind of activities do they like? (adventure or

relaxing holidays?)’’, ‘’How do they organize the holidays?

Content Exposure. It is being exposed to social media

content that influences perceptions.

In this study, this is about the frequency and the nature of

the travel content guests encounter on social media. HQP refers

to the images, videos, and comments on travel that they encounter

on their news feed.

Engagement Level. It describes a level of enthusiasm that

encourages people to go above and beyond what is expected.

This explains how guests are engaged in creating content and

sharing of content on travel-related information on the available

social platforms. It is activities such as liking other’s posts

or travel promotions, sharing travel experiences, commenting on

pictures, and engaging in travel discourses or pages.

Social Influence. It involves intentional and unintentional

efforts to change another person's beliefs, attitudes, or

behavior.
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This pertains to the specific way that travel experiences

and suggestions implied by friends and family as well as popular

bloggers on social media affect the guests’ traveling patterns.

CHAPTER 2
REVIEW OF RELATED LITERATURE
Technological advancement has led to the adoption and usage

of social media among businesses including the tourism sector to

disseminate information and communicate with customers more

effectively. Due to the limitless capabilities that social media

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provides, it is gradually transforming diverse business

ecosystems (Agyapong, E. and Yuan, J., 2022). Today, the

increasing adoption and acceptance of social media has

transformed business operations including the activities of the

tourism sector. According to

Lian, S. and Yoong, L.C. (2018), tourism firms have recently

adopted social media strategies to improve business performance,

leading to a new era in the tourism industry.

Social media is a crucial educational tool for future

visitors nowadays, according to Dalipe et al. (2019). Individuals

depend on what they observe, consume, or view the internet about

new tourist destinations—or simply the places they want to visit—

because everything can be discovered on the internet. Most of the

respondents have common motivations and purposes for traveling,

which could originate from personal preferences or the

opportunity to travel for benefit. Furthermore, they concluded

that social media is a helpful platform for information and

decision-making when it comes to organizing a trip, in addition

to being a tool for communication. Social media may help

prospective tourists by providing information on what to pack,

bring, remember, and watch out for when traveling. Any

experienced person or frequent visitor can nearly locate all of

these. Online travel agencies will undoubtedly profit from the

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powerful influence that social media content has on prospective

tourists’ decision-making stages, as it links their motivation

for visiting to push and pull considerations.

Moreover, the use of various social media platforms for

promotions assists tourists in choosing a travel destination

because tourists depend on social media to find anything that

attracts people. A tourism destination can gain recognition and

popularity through social media promotion because promoting a

tourist site on social media will increase its visitor

count. This means that if a tourist location is promoted on

social media, more people will go there. An attraction can gain

recognition and popularity by using social media marketing.

According to the study of Dalimocon et al. (2022), the majority

of their respondents expressed favorable comments on Facebook,

which is a channel or provider of data for finding or choosing a

tourism destination to visit. They argued that tourists use

Facebook to find information about a specific location quickly.

They argued that tourists use Facebook to access information

about a specific location easily. Nonetheless, in order to get

the most benefits from this medium, individuals must verify every

information they receive or make additional use of it. Therefore,

social media, especially Facebook, has proven to be an

exceptional platform for marketing efforts.

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Social Media’s Influence on Tourist’s Choice of Destination

The Internet has had a significant impact on the tourism and

hospitality sector because it facilitates the fast advancement of

information technology and the distribution of information.

Social media has unexpectedly contributed significantly to this

expansion. Modern tourists’ travel decisions are mainly driven by

information provided by third parties, recommendations from

friends and family, online recommendations, and feedback.

According to another study, the utilization of social networks

and their incorporation into integrated marketing strategies is

becoming increasingly significant as people spend greater amounts

of time interacting via social media platforms. According to the

study, sharing positive experiences has a favorable impact on

destination choice, whereas sharing unpleasant experiences might

negatively impact the choice of destination. (Chaffey, 2024;

Matikiti-Manyevere & Kruger, 2019; Hanaysha & Momani, 2021).

The findings of Sultan et al. (2019) show that shared

experience passively influences attitudes and subjective norms.

Additionally, they discovered that posting real-time photos of

travel experiences on social media lessens unfavorable opinions

of the destination brand. The results may be applied by

destination organization management (DMO) to improve their social

media usage for tourist promotion. Also, according to the study

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of Agyapong and Yuan (2022), behavioral intentions have a

positive and substantial impact on decision-making in tourism

destinations. In contrast, social media has a strong direct

influence. Also, according to the study of Agyapong and

Yuan (2022), behavioral intentions have a positive and

substantial impact on decision-making in tourism destinations. In

contrast, social media has a strong direct influence.

Furthermore, when tourists are satisfied, it can heighten their

tourist destination’s decision when utilizing social media.

According to the study conducted by Tuclea et al. (2020) on

trust in social media for tourism information, those who have

trust in social media tend to find it useful when planning to

travel. Additionally, the research by Munar and Jacobsen (2013)

looked into the trustworthiness of different social media

platforms and other Internet-based information and suggested that

people’s beliefs towards receiving tourism-related data through

this channel increased their desire for communication as well as

social media engagement, which is more useful throughout the

travel planning process, the greater the attention they pay to

social media.

Moreover, Yoo and Choi (2021) also pointed out that

information shared by tourists is more trustworthy than that

given by travel businesses. To be specific, UGC has become

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reliable among visitors who use it extensively to decide where to

go and make necessary arrangements for their trip. According to

them, what people post on social media platforms such as Facebook

or Twitter about their journey experiences through blogs or

review pages is believed to be truer than details availed by

companies offering holiday packages. This confidence in user-

generated content positively influences travel intention and

self-congruity. Wang and Yan (2022) argue that trust mediates the

association between social media information quality and travel

intentions.

In addition, it implies that social media enables tourists

to gain more knowledge about products and services, weigh their

options, and make decisions. It demonstrates that, despite

drawbacks, using social media has more advantages than

disadvantages (Gupta, 2019).

Dalipe et al. (2019) argued that social media is not only a

communication vehicle. However, it can also be a significant

factor for tourists because it is a helpful platform that can

give information and contribute to decision-making in planning a

trip. The majority of their responders begin with awareness, the

initial stage of decision-making. Furthermore, the second level

is a factor that people consider when calculating the cost of

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their vacation. The final level is intent, which displays their

trip itinerary.

Related Studies

Foreign Studies

According to Lian, S. and Yoong, L.C. (2018) in their study,

“Customer Engagement in Social Media and Tourism Brand

Performances Implications”, tourism firms have recently adopted

social media strategies to improve business performance, leading

to a new era in the tourism industry. Kaplan, A.M. and Haenlein,

M. (2015) described social media as “a group of Internet-based

applications that build on the ideological and technological

foundations of Web 2.0, and allow the creation and exchange of

user-generated content”. Social media platforms have been

considered an effective communication tool to engage larger

communities. Social media’s distinctive features of interactivity

and innovativeness have motivated tourism service providers to

use social media platforms to engage and communicate with

customers. In this context, Azhar, F.N. and Fauzan, N.

(2020) proposed that the social media tourism sector with higher

social media adoption and usage has better performance. Several

studies have established the relevant effect of social media on

tourism destination decision-making. For instance, Yamagishi,

K.D., et al. (2021) in their study, “The Impact of Social Media

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Marketing Strategies on Promoting Sustainability of Tourism with

Fuzzy Cognitive Mapping”, found that social media has enabled

tourism service providers to share information, create value, and

communicate with tourism stakeholders. The study further

indicated that the tourism sector used social media platforms to

promote tourism destinations. A study conducted by Sarkar, S.K.

and George, B. (2018) entitled “Social Media Technologies in the

Tourism Industry”, revealed that tourists used social media

platforms to obtain adequate trip information, destination

selection, and trip planning. Additionally, Xiang, Z. and

Gretzel, U. (2010) examined the role of social media in

travelers’ decision-making and concluded that social media usage

has a positive influence on travel information search and tourist

destinations. Furthermore, Hiang, L., et al, (2012) investigated

online information accessed by tourists on tourists’

destinations. The study identified the significant impact of

social media on the different age group of international tourists

and concluded that social media positively influence foreign

tourists in accessing tourist destination information. Other

previous studies have established the relationship between social

media and tourism sustainable performance. As indicated above, a

study by An, S., Kim, W., Lee, B. and Suh, J.A. (2022), also

found a positive correlation between social media usage and

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tourism competitive sustainability. Finally, recent evidence by

Yen, C., Chen, C., Cheng, J. and Teng, H. (2018), found a

positive association between social media platforms and tourist

destination decision-making in the form of tourists’ information

search, reaching target tourists, quality customer service,

promoting tourist’s destination, and building customer loyalty.

Local Studies

According to Howe (2024), the Philippines is experiencing a

lot of social media usage, with around 86.75 million people being

actively engaged in social media as of 2024. Filipinos spend

approximately three hours and thirty-four minutes on social media

each day (Howe, 2024), which is significant considering two hours

and sixteen minutes are approximately the global average

(Gonzales, 2019). Elaborate interaction with social media

applications such as Facebook, TikTok, YouTube, and Instagram can

be very effective in the tourism industry because of tourists’

choice of destination. Moreover, the high penetration rate of

social media in the Philippines, with an estimated 74.72 percent

in 2022 (Philippines: Social Media Reach 2029 | Statista, 2023),

suggests that a large portion of the population could be

influenced by content related to tourism destinations.

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Furthermore, the Department of Tourism (DOT) in the

Philippines is using social media influencers to promote tourist

attractions. In this way, the community, in turn, is turned into

supporters of local tourism and encouraged to use social media to

showcase their towns (Report, 2021). This approach is quite apt

considering the enhanced social media engagement in the area,

making the destination image stronger and enhancing both visitor

satisfaction and tourist contentment through the direct provision

of the needed informational and familiar content.

Besides that, a significant relationship exists between the

number of social media platform users and the effect of these

platforms on the selection of tourism destinations. Tourists are

increasingly using social media to search for travel-related

information, including online reviews, which they think would be

helpful in making a better destination choice (Chavez et al.,

2020). This is due to tourism’s intangible and experiential

nature. Furthermore, shared experiences and communication on

social media like Facebook and TikTok can significantly impact

attitudes and decisions, can be transformed, and usually have the

power to influence people’s desires.

Furthermore, the study of Agyapong and Yuan (2022)

demonstrates that behavioral intentions are a positive actor in

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states of insight when it comes to travel preferences, and social

media is a direct source of influence on these decisions.

Tourists’ satisfaction certainly enhances their destination

choices through social media usage, considering the process of

getting insights into their decisions is very active, and the

main factors to achieve that are the social media platforms

(Agyapong & Yuan, 2022). Thus, this suggests that the rise in the

number of social media users will also indirectly impact the

potential tourists’ decisions and engagement with destinations.

The high penetration rate of social media in the Philippines

likely amplifies this effect.

A study of Baclig, A.C., et al (2024), entitled “Social

Media Influence on Tourists’ Choice of Destinations”, revealed

that due to its ease of use in giving details regarding a

particular area, Facebook is the social media network most

frequently used and engaged by tourists. Furthermore, due to the

amusing content and travel-related information that TikTok,

Facebook, and Instagram offer, the majority of respondents spend

more time there; on the other hand, tourists spend less time on

Pinterest because the platform is only utilized to promote

marketing strategies.
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The majority of respondents concurred that social media

platforms are helpful and facilitate the planning process for

vacation. This suggests that tourists look up travel-related

information on social media sites. However, the statement “social

media travel information is honest” received the least amount of

agreement from the respondents, suggesting that tourists are

still unsure of the accuracy of the information they get online.

Still, based on the percentage of the respondents, most of

them believe social media information to be reliable, so they

continue to trust it. The overall mean shows that tourists depend

significantly on social media for travel details. Respondents

give high ratings, indicating a substantial impact on using

social media for travel planning.

Moreover, the extent of social media’s influence on

tourists’ destination choices is that they trust social media to

provide information about new tourism destinations as well as

pictures of tourist spots posted on social media platforms. Thus,

this means that social media platforms are significant factors in

promoting popular tourist destinations and advertising new

tourism destinations. On the other hand, traditional media might

seem more trustworthy than social media platforms because of

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concerns about verification, manipulations, and rapid propagation

of fake news.

However, it is still a common source of travel information due to

its immediacy, interactivity, and accessibility among tourists.

The overall mean of the finding implies that social media

significantly influences tourists, as seen in their average

scores regarding the influence of social media on perceptions of

tourism information, where high ratings significantly have a

notable effect.

Furthermore, when tourists rely on social media to choose

where they want to go, they would most likely end up going to

that place. This means that social media has a significant impact

on tourism. Suppose destinations and businesses can keep up with

this and change their marketing strategies accordingly. In that

case, this can lead to enhanced competitiveness and sustainable

growth. Hence, there is a significant relationship between

tourists’ reliance on social media for tourism information and

the extent to which social media influences tourists’ destination

choices. This result implies that tourists’ reliance on social

media for tourist information has a significant impact on their

destination choice.
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In addition, the proposed framework shows the whole process,

from planning a trip to selecting a tourist destination and the

involvement of the utilization of social media platforms.

Content, engagement, and trust in the given information are the

main components that determine what the tourists see and the

decisions they make. Social media platforms are genuinely an

excellent way to interact with potential tourists, providing them

with quick and relevant information and creating an atmosphere of

community. Active engagement leads to building trust and creating

positive brand recognition with the tourists. Aside from that,

the availability of abundant information on social media

platforms has made the whole process of trip planning easier.

Tourists can now see a better picture of the destination and

their preferred activities.

Synthesis

The above-mentioned concepts and related studies discussed

the fact that social media really had an impact when it comes to

guests’ visit intentions at tourist destinations not just within

the country but also around the world. Exploring the impact of

social media on tourism especially when it comes to travel

preferences and behavior revealed that with all the content

shared through different platforms, social media boosts the

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intentions and attracts the attention of travelers to visit such

tourism destinations.

In conclusion, social media platforms have become the

primary reference for many tourists all over the world. The

above-mentioned studies concluded that social media platforms

have considerably influenced tourists’ decisions. In other words,

social media platforms have influenced the tourist’s final

decision. Consequently, tourists use social media to pitch ideas

and to gain aid, support, guidance, and approval with respect to

their preferences for a tourist destination.

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CHAPTER 3
METHODOLOGY
This chapter was categorized into six parts namely: research

design, sampling procedure, research instrument, data collection,

and data analysis procedure.

Research Design

The researchers will employ a survey research design.

Quantitative survey research is a method of data collection that

uses a predetermined set of questions to gather numerical data

from a sample of people. It's a popular tool for quantitative

research, along with interviews. A Likert scale will be utilized

in the survey questionnaire to allow a respondent to evaluate a

statement using a range of possible options. This range is

balanced, with an equal number of positive and negative choices,

and often includes a neutral option.

Sampling Procedure
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To select participants/respondents for the research

questionnaire, a type of non-probability sampling technique,

specifically convenience sampling, will be used. The researcher

will use convenience sampling because it was required to assist

with data collection and to save time. Once more, the sampling

strategy was chosen based on the respondents’ availability,

involvement, and desire to provide the data necessary for the

data analysis and processing. Non-probability sampling techniques

are where the researcher deliberately picks items or individuals

for the sample based on non-random factors such as convenience,

geographic availability, or costs. Convenience sampling is where

people or elements in a sample are selected based on their

accessibility and availability.

Locale of the Study

This study will focus on those guests who are visiting three

tourist destinations in the Municipality of Ajuy specifically the

Hilltop Ajuy, Villa Margarita Inland Resort, and Alta Marr Beach

Resort. The study will be conducted outside the school premises

within the school year 2024-2025.

Research Instruments
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In this study, the survey questionnaire will be used to

solicit people’s views and experiences regarding the impact of

social media in choosing tourist destinations. The survey

questionnaire in this study will obtain the data to be analyzed,

making this study attainable and researchable.

The survey questionnaire was composed of three parts. The

first part consists of the socio-demographic profile of the

respondents. The second part was the social media usage and

preferences of the respondents and the last part consisted of

statements that focused on the impact of social media on guests’

visit intentions at tourism destinations. Respondents will have

to choose from five options using the Likert scale. It includes

strongly agree, agree, neutral, disagree, and strongly disagree.

The respondents can check on their choices based on their level

of agreement or disagreement.

Validity and Reliability of Research Instrument

The procedure of the judgmental approach of

content validity requires researchers to be present with experts

in order to facilitate validation. In this case, researchers will

seek assistance in the validation of the questionnaire.

Data Gathering Procedure

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Before the actual gathering of data, permission from the

concerned individuals for their approval and cooperation with the

study will be first secured. To make the transaction official, a

letter of permission to conduct a study will be sent to the

campus administrator. The approval of the campus administrator

will signal the official data collection. The researchers will

also ask for permission from the owner of the three tourist

destinations to allow them to conduct the study through a letter.

These letters will be personally presented. The researchers will

explain to the participants that the survey will be voluntary

participation and that they have the right to withdraw or not

participate in the study. Moreover, the researchers will explain

that their details and answers on the survey questionnaires will

be protected. Then, the researchers will provide the

questionnaire to the respondents and ask them to answer the

required information. Finally, the researchers will retrieve the

questionnaire after they finished answering it for data analysis.

Data Analysis Procedure

In this study, the data that will be collected will be

analyzed quantitatively. The data gathered from the respondents

will be tabulated and presented in several tables. Statistical

tools such as frequency and percentage will be used to show the

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respondents’ profile variables. The researchers will use the

Likert scale in the last part of the questionnaires to identify

the impact of social media on guests’ visit intentions at tourism

destinations. The researchers will solve the mean and standard

deviation per point scale using a statistically weighted mean

range.

CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the results, analysis, and

interpretation of data gathered from the responses to the

questionnaires allotted in this field. The data were presented in

tabular form per the specific questions analyzed on the statement

of the problem.

Table 1. Socio-Demographic Characteristics of Respondents

 Category Frequency Percent

Age STATE UNIVERSITY

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Teenagers 14 15.1

Young 62 66.7

Adults

Adults 17 18.3

sex

Male 29 31.2

Female 64 68.8

Educational

Attainment

Elementary 1 1.1

High School 14 15.1

Undergradua 36 38.7

te

College 42 45.2

Graduate

Economic

Status

Did Not 29 31.2

Indicate

Poor 23 24.7

Low Income 21 22.6

Lower 14 15.1

Middle
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According to the table, most respondents are young adults

with (66.7%), followed by adults (18.3%) and teenagers (15.1%)

which means that the majority of people interviewed are within

the more active, economically independent demographic.

In terms of sex, there is a larger proportion of female

respondents (68.8%) favoring that of females 31.2% which brings a

lot of sex differences with the sample.

Education status, the largest group being college graduates

(45.2%), followed by undergraduates (38.7%), high school

graduates (15.1%), and elementary (1.1%) only have a small

percentage of them with an elementary level of education, which

suggests a highly educated sample in general. The majority of

respondents failed to disclose their economic status (31.2%). In

comparison others claimed to be poor (24.7%), low income (22.6%),

lower middle class (15.1%), or middle class (6.5) which

represents a wide range economic status.

The distribution levels out the respondent demographic

profile and therefore leads the way for social media impact

analysis on their tourist visit intention.

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Table 2. Commonly Used Social Media Platforms by the Tourists in

Selecting Tourism Destinations

Frequency Percent Frequency Percent

Platform Total
(No) (No) (Yes) (Yes)

Facebook 3 3.2% 90 96.8% 93

Instagram 38 40.9% 55 59.1% 93

Twitter 72 77.4% 21 22.6% 93

TikTok 30 32.3% 63 67.7% 93

YouTube 43 46.2% 50 53.8% 93

Pinterest 86 92.5% 7 7.5% 93

Travel Blogs/
85 91.4% 8 8.6% 93
Websites

The impact of social media platforms in influencing choices

in tourism destinations is very different according to different

demographics, as outlined in the data table.

The biggest impact came through Facebook, with 96.8% of

respondents noticing its effect. And there awaits TikTok with a

67.7% benefiting from that, demonstrating its rising use

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throughout the entire world, but especially among the younger

crowd.

Other platforms rank in descending order of effectiveness:

Travel Blogs/Websites – 8.6%, YouTube – 53.8%, Twitter – 22.6%,

Instagram – 59.1%, and Pinterest – 7.5%.

Age-based analysis shows that Facebook’s effectiveness

increases across all age groups from essentially universal (100%)

teen adoption to 96.8% of young adults and 94.1% of adults using

Facebook.

TikTok really resonates with teenagers (71.4%) and young

adults (74.2%) and both Instagram and YouTube are also more

influential with younger demographics. Especially among teens,

Pinterest and Travel Blogs/Websites are encountering low

adoption.

Results of this sex-based analysis suggest that Facebook is

just as effective for males (96.6%) as it is for females (96.9%).

Although, on TikTok, males (79.3%) are more influenced, whereas

Instagram and YouTube are more utilized by females. Low

engagement occurs in all of these platforms, with interest

somewhat higher in men in all of them.

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Additionally, there is an impact on platform effectiveness

that can be caused by educational attainment, although it is

strongest for college graduates (97.6%), and Facebook is

consistently influential across all levels in every institution.

High school and undergraduate audiences appear to find TikTok and

Instagram more appealing, whereas YouTube has a moderate appeal

reaching its peak amongst high school students (71.4%).

If you are economically poor, you tend to prefer visually

dynamic platforms like TikTok, Instagram, YouTube, which need

advanced technology, above text based or niche resources such as

Twitter and Travel blogs/websites. It is clear then that platform

that are engaging and visually rich have tremendous appeal to

those who are tourists.

Table 3. Levels of Social Media Impact on Tourist Visit

Intentions
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Impact Level Range Description

Very Low 1.00 –

Minimal effect
Impact 1.80

1.81 –
Low Impact Slight effect
2.60

Moderate 2.61 – According

Noticeable
to the Impact 3.40 table,

social 3.41 – media

High Impact Significant
affects 4.30 the

tourists'
Very High 4.41 –
decision Major effect to visit
Impact 5.00
as shown in table

3.1. In terms of impact, it's divided into five. “Very Low

Impact” (1.00–1.80) small effect, " Low Impact " (1.81–2.60), has

a slight effect. " Moderate Impact " (2.61–3.40) has something of

an effect, and “High Impact” (3.41–4.30) means it makes a big

difference. For developers of following the leading tourist

destinations, “Very High Impact” (4.41–5.0) it means the social

media has a major effect on tourist's decision-making process.

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Impact of Social Media on Visit Intentions at Tourism

Destinations

Information from Travelers Influences Decisions (Mean: 3.94) -

High Impact

This score represents the high impact that range (3.41–

4.30), indicating an important influence. The traveler reviews

and shared experiences provide essential insights that influence

prospective visitors, with social proof driving travel decisions.

According to the research, it supports the idea that consumer

recommendations through social media increase destination

desirability.

Destination Image Impacts Visitation (Mean: 3.92) - High Impact

Correspondingly, the destination images that are being

presented on the social media fall under the high impact, showing

significant effects. The appealing visuals shared online, such as

scenic images, foster a stronger emotional connection, making the

destination more attractive to potential visitors. Studies

confirm that visual branding directly influences travelers'

decision-making.

Authenticity of Influencer Content Affects Decisions (Mean:

3.85): High Impact

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The authenticity of content shared by influencers is

categorized as high impact since it significantly shapes consumer

choices. Authentic content builds trust, and influencers' genuine

experiences are often pivotal in motivating travel intentions.

Research aligns with this by emphasizing trustworthiness as a key

factor in influencer marketing.

Social Media Changes Perception Positively (Mean: 3.85)—High

Impact

Social media has a high impact on positively changing

perceptions of destinations. Positive social media narratives

contribute to a favorable image, shaping the tourist's emotional

connection. Destination branding studies confirm that positive

narratives enhance consumer perceptions, encouraging them to

visit

Social Media Promotes Destinations Effectively (Mean: 3.87)—High

Impact

Social media play a crucial role in promoting destinations,

with the score indicating a high impact. The effectiveness of the

via different platforms like Instagram, Facebook, YouTube etc.

helps attract attention on a global scale. Studies emphasize

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digital marketing as a vital component of destination outreach

and visibility.

Misinformation Negatively Affects Desire to Travel (Mean: 4.02)

- High Impact

Misinformation results in high impact, significantly

deterring potential visitors. False or misleading content can

cause distrust and negatively affect tourists’ travel decisions.

The negative effects of misleading information are well

documented in tourism studies, where transparency is considered

essential for maintaining engagement.

Trip Information Aids Decisions (mean: 3.92) - High Impact

The provision of practical travel information on social

media holds a high impact. It helps reduce decision barriers and

facilitates the trip-planning process for potential travelers.

Research on trip planning supports the idea that social media is

a critical resource for decision-making.

Posts and Comments Influence Decisions (Mean: 4.40)—Very High

Impact

With a score of 4.40, posts and comments from other users

have a very high impact. Reviews and feedback on social media

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directly influence travelers' decisions, as peer validation

provides confidence in choices. Studies confirm the psychological

power of user-generated content in shaping perceptions.

Scenic Posts Encourage Travel (Mean: 4.01) - High Impact

Scenic imagery posted on social media has a high impact,

with visually appealing content directly driving interest in

travel. Studies on emotional appeal in tourism marketing

underline the power of aesthetics in attracting potential

visitors.

Videos and Blogs Shape Travel Desire (Mean: 4.04): High Impact

Videos and blogs related to tourism destinations have a high

impact. These formats engage audiences more effectively, leading

to increased travel intentions. Research shows that multimedia

storytelling significantly influences consumer behavior in the

tourism industry.

Table 4. Statistical Differences in Social Media Impact

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Demographic p- Interpretation

Variable Value

Age < 0.05 Significant difference In

sex > 0.05 No significant difference

Educational < 0.05 Significant difference

Attainment

Economic Status < 0.05 Moderate difference

table 4, presents how social media impacts on tourist visit

intentions from different demographics. Results indicate that age

(p < 0.05) and educational attainment (p < 0.05) show significant

differences indicating that there are social media differences

among other specific groups. Most would agree that teenagers and

high school graduates are most influenced. The same is true for

sex (p > 0.05), so social media has a similar impact on males and

females. There is a moderate difference in economic status (p <

0.05) and impacts are reported greater by both the “lower middle”

and “middle middle” groups.

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Specifically, the null hypothesis is rejected for age,

educational attainment, and economic status since there are large

differences. The sex case is accepted, there is no difference in

the impact of the social media between males and females. This

means that social media is more effective for specific age

groups, education levels and economic levels but sex does not

have an effect on it.

CHAPTER 5

FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

FINDINGS

The purpose of this study was to establish the effect of

social media on guests’ visit intentions to tourism destinations

in the Municipality of Ajuy, about demographic factors, platform

effectiveness, and reliability of the content being posted

online.

1. The study further showed that most respondents were within the

age range of 18 to 33 years (66.7%), females 68.8%, and most of

them had college education (45.2%). Wealth varied widely, yet

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most participants either chose not to disclose their financial

status or were classified as poor to middle-class at the most.

2. As a result, the results indicated that social media generated

differences in visit intention based on age, education level, and

individuals' economic status; however, no variations were found

regarding the impact of sex on the outcomes.

3. The results showed that Facebook was the most effective

platform, then TikTok, Instagram, and YouTube, whereas Pinterest

and travel blogs/websites were less effective.

4. Social media demonstrated a significant to very significant

impact on visit intentions among teenagers, elementary and high

school graduates, as well as lower middle-class individuals. The

factors that significantly attracted the participants included

aspects like beautiful feedback, authenticity, and reviews from

others. Conversely, misleading information on social media steers

tourists' intentions in an incorrect direction; hence, it is

crucial to present precise content.

CONCLUSIONS

Based on the aforesaid, the following were drawn:

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1. The research findings show that social media plays a positive

role in motivating tourists’ visit intentions, although such

intentions vary depending on the visitors’ age, education, and

income level.

2. Among these, it is likely that younger audiences—specifically

buyers aged 13–19 will engage most heavily with algorithms like

TikTok and Instagram, while maintaining that Facebook is

universally effective across all buyer age groups.

3. The influence of the actual quality of the content posted and

shared on social media platforms, especially from influencers

regarding travel plans, is extremely crucial. Positive attitude

towards touristic destinations is developed by trusted and

achievable content, while negative attitude is generated by

misinformation or misleading content. Social media also plays an

important role in marketing Ajuy’s tourism destinations since it

changes perceptions and increases awareness among the people.

4. There is also a significant difference in how platform

effectiveness is received based on the educational level,56% of

high school graduates and 48% of college graduates, respectively,

are in this camp.

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RECOMMENDATIONS

Based on te findings and conclusion of this study, the following

were advanced:

1. the tourism marketers in Ajuy should guarantee that the

content that is being provided is targeted to a particular age

group. The marketers should initiate a powerful presence on

Facebook, but they also must use TikTok and Instagram to address

the younger audiences. Apart from written and print media,

special emphasis should be placed on visual narration, such as

well-chosen photos and videos of Ajuy’s key sights. These kinds

of collaborations must focus on engaging influencers with good

reputations in order to create high-quality content and gain

trust among the target market, which are the potential visitors.

2. Also, perhaps, stimulating people to share their experience

about the destination, about Ajuy, would make the read even more

appealing. In order to solve the problem of the negative

influence of information, the official social media channels

should track all false information and prevent it from spreading;

all the promotional materials disseminated through the official

social media channels of the organization should be accurate.

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3. Its marketing strategies should also reflect the educational

level while providing college graduates with detailed travel

blogs and bright and clear images for the younger generation.

4. Continuing or new research should be conducted to examine

shifts in preferred platforms and evaluate the efficiency of

current and emerging social media trends in changing travel

behavior. These measurements will improve the tourist attraction

of Ajuy and properly organize social networks to advertise the

sights of the country.

Therefore, this research seeks to establish the impact of

social media on the travel intentions of the guests in the

Municipality of Ajuy. The knowledge and application of these

influencers in the tourism context can help stakeholders promote

more effectively and improve and develop the numbers of visitors

to the destinations.
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