THE INFLUENCE OF SOCIAL MEDIA TOWARDS LASERSITA CASITAS

AND WATERSPA BEACH RESORT CUSTOMER BUYING DECISION

An Undergraduate Thesis Proposal

Presented to the Faculty of the College of Business and Management
MINDORO STATE UNIVERSITY
Bongabong Campus
Labasan, Bongabong, Oriental Mindoro

In Partial Fulfillment
of the Requirements for the Degree
BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

By
Ayson, Joycell E.
Bautista, Aira S.
Galicha, Glydel F.
Mendezabal, Jorem R.
Pillaan Harriet D.

March 2022
 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

1.1 Introduction

Over the years, the advancement of technology has been part of growth in

marketing through the use of social media. Social media is the online

communication platform where people can gather, share information, interact and

respond with each other. Social media has become an integral part of human life.

In businesses, social media is used as an instrument to promote and improve

brand image, find and engage with new prospects, build brand awareness, and

develop relationships with customers. With the increasing number of people using

social media, it is no doubt that social media is one of the great platforms to reach

people and market business. Social Media Platforms have grown in importance as

a source of influence during the planning and decision-making stages of travel, as

well as after the trip has ended to exchange experiences. People may use unique

media in their decision-making process to examine the advantages and

disadvantages of physical travel to a specific destination. According to Zeng and

Gerritsen (2014, p.1), social media is a critical networking tool that is increasingly

blending social and economic aspects of life. Web blogs, micro-blogging

platforms, life streams, social networks, and more are all examples of social

media platforms (AntonSon and Christopher, 2014).

Resort industry has three categories; hotels in resort destinations, full

service hotels in resort destinations, and self-sufficient destination resorts. The

hotels in resort destinations are simply located in major holiday destinations

where they provide accommodations and have minimal services. The second cate

gory, which is the full service hotels in resort destinations, provides not just room

for accommodation but also other services like fitness centers, spa, restaurants,

pools and shopping. The third category, self-sufficient destination resorts,

provides totally self-sufficient services, dining, hotel and recreational facilities in

an area (Ryan and Scheier).

As a result of the growth of technical infrastructure and the widespread

availability of the internet, consumer behavior has evolved tremendously. People

have turned to the internet in recent years for help in making any form of

decision. This is because the majority of these people believe that social media

accurately describes these businesses in terms of qualities such as the products,

services, and experiences they offer to their customers. Visitors in the future can

utilize social media to make better selections about where they want to go.

Despite the fact that more work on the use of social media in the tourism sector is

being done. Travelers should be warned, however, that not all information

obtained via the internet are accurate. Information from other travelers who had

previously visited a tourist destination looked to be more reliable to potential

tourists. Many tourists rely on the information offered by other travelers.

According to Nima Barhemmati et al., the best and the most successful

way of advertising is Social Media Marketing. The study focuses on knowing the

factors of the buying pattern of those consumers who are on social media through
Social Network Marketing. This study also finds the relationship between the

selling activities of the companies and the customer engagement and their

purchase behaviour. In this, a survey was conducted among the 50 students in

Malaysian National University. The result of the study shows the positive relation

between consumer buying behaviour and Social media engagement.

In addition, Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G.,

Donvito, R., and Singh, R, reported that the use of social media is increasing

rapidly. For the businesses and the Marketing professionals, social media can be

used to increase the awareness about a product and the services. In this research

paper, a survey has been done to interpret and analyze the connection between

social media use, Social Media Marketing and the consumer buying behavior. The

key question also included the membership status in different social media sites

and the generated content by them on those sites. The analysis of the research

gives statistical evidence of how social media makes a higher impact on consumer

buying behavior. This research also shows whether the investment on social

media marketing is impactful or not and if it is, which ones?

Companies are now contemplating the potential of social media in

molding consumer perceptions, increasing brand value, and influencing buyer

decisions as the use of social media grows. For promotional efforts, social media

is a significant marketing tool. As a result, it is critical to understand how social

media influences customer behavior and it is necessary to conduct research that

will focus on the impact of the use of social media on the resorts customers

buying behavior. There were past studies conducted outside the Philippines, so
 the researchers want to conduct the study inside the country. In this study, the

researchers will investigate the influence of social media towards resort customer

buying behavior. The study will help the resort customers to know the

significance and impact of social media to their purchase and booking. Also, it

will help the resort organizations to analyze how social media affects their

potential customers and implement extra efforts to retain and find new prospects.

1.2 Statement of the Problem

The study generally aims to investigate the influence of social media to the

LaSersita Casitas and WaterSpa Beach Resort customer buying decision.

Specifically, the study aims to:

● Determine the demographic profile of the respondents in terms of gender; age;

educational attainment; type of social media platform used; frequency of using

social media; frequency of visiting resorts; purpose of booking; consideration

for visiting a resort; preference in choosing resorts to check in; and use of

social media platforms in choosing the resort to visit;

● Investigate the influence of social media to the LaSersita Casitas and

WaterSpa Beach Resort customer decision in terms of a) anticipatory phase;

b) experiential phase; and c) recollection phase; and

● Find out the significant relationship between social media and resort

customer buying decision.

1.3 Statement of Hypothesis

With the lack of evidence in findings prior to this study, it was hereby

assumed that there is no significant relationship between social media and

LaSersita Casitas and WaterSpa Beach Resort customer buying decision.

1.4 Scope, Limitation, and Delimitation of the Study

This study will focus on the influence of social media toward LaSersita

Casitas and WaterSpa Beach Resort customers buying decisions.

This research will be intended only to the customers of LaSersita Casitas

and WaterSpa Beach Resort. This research will primarily examine the influence

of social media to the resort customer buying decision in terms of anticipatory

phase, experiential phase, and recollection phase. This investigation will be

carried out within a limited amount of financial resources and timeframe.

This study will not utilized the customer of other resorts since it will only

focus to the customer of LaSersita Casitas and WaterSpa Beach Resort.

1.5 Significance of the Study

The researchers believe that the resort organization particularly the LaSersita

Casitas and WaterSpa Beach Resort will benefit from the results of this study

since this study aims to provide a better understanding on the influence of social

media to the LaSersita Casitas and WaterSpa Beach Resort customer decision.

Likewise, it will give them a more focused and clear perspective that can be used

to run the resort.

 Furthermore, the results of this investigation can be highly significant and

beneficial to the following:

LaSersita Casitas and WaterSpa Beach Resort

They are the main beneficiary of this study which may help them improve

their marketing strategies. It will provide substantial data to the business that they

can make use in boosting their sales. Moreover, it may help them formulate

strategies to strengthen their online presence and also to maintain and find new

customers.

Current Resort Customers

They are the consumers who have already visited the resort. The findings

of this study will provide them information and insights on how social media can

affect them on their purchase. This can also give them idea on what they should

do on the three phases of their decision making.

Potential Customers

They are the consumers that have not yet visited the resort. This study

aims to give them insights on how will social media help them on their decision

making or choosing a resort to visit.

Proponents of the Study

This refers to the students conducting the study. They will find self-

fulfillment and gain learnings and skills in this study. This study will help them

gain insights about the possible effects of social media to the resort customer

buying decisions.
 Future Researchers

This study will serve as reference for researchers on the subject research in

tourism. This will serve as guide to further develop the research with the

connection to the variables used.

1.6 Theoretical Framework

This section discusses the theories related to the use of social media and

customer behavior.

Theory of Planned Behaviour

Theory of Planned Behaviour (TPB) was developed by Ajzen (1985),

which is an extension of the Theory of Reasoned Action (TRA) by Fishbein &

Azjen (1975). Bojei and Abu (2016) referred to TPB as the degree to which an

individual has either positive or negative assessment of a specific behaviour. TPB

says that, many human behaviour can be predicted from behaviour intention and

that consumers can behave in a planned manner and deliberately (King, 2019). In

this study, the output variable (purchase intention) is anchored on the framework

of Theory of Planned Behaviour (TPB), because purchase intention is

incorporated under the concept of behavioural intention (Ahmed, 2014). In TPB,

intention is perceived as a direct forebear of genuine behaviour (Lin & Chen,

2010).

Gratification Theory (UGT)

The Gratification Theory (UGT) was developed (Katz, Blumler &

 Gurevitch, 1973) to assess user inspirations and gratifications of a particular

media (Musal, Azmi & Ismail, 2016). UGT was one of the first approaches to

study the dynamic role of the audience in media choice, recommending that

people actively search for, identify with and employ media to fulfil specific

gratification needs (Ku, Chu, & Tseng, 2013). This perspective recognizes that

consumers are active rather than passive social media recipients. Considered one

of the most effective frameworks, scholars have used UGT to explore a variety of

social media sharing behaviour, including sharing links (Baek et al., 2011), news

(Hanson & Haridakis 2008; Lee & Ma, 2012) and photos (Malik et al., 2016;

Sung et al., 2016).

1.7 Conceptual Framework

IV DV

Demographic Profile of the respondents in terms

of The Influence of
⚫ Gender Social Media
⚫ Age platforms in terms
⚫ Educational attainment of
⚫ Types of social media platform used ⚫ Anticipatory
⚫ Frequency of social media used phase
⚫ Frequency of visiting resorts ⚫ Experiential
⚫ Purpose of booking phase
⚫ Consideration for visiting a resort ⚫ Recollection
⚫ Preference in choosing resorts to check in phase
⚫ Use of social media platforms in choosing
the resort to visit

Figure 1.

Hypothesized Relationship Between the Variables

 Figure 1 shows the conceptual framework of this study. This study will

look into the influence of social media towards LaSersita Casitas and WaterSpa

Beach Resort customer buying decision. The independent variable includes the

demographic profile of the respondents in terms of (gender, age, educational

attainment); type of social media platform used; frequency of social media used;

frequency of visiting resorts; purpose of booking; consideration for visiting a

resort; preference in choosing resorts to check in; and use of social media

platforms in choosing the resort to visit and the dependent variable includes the

influence of social media platforms which will be assessed by the following

phases of tourism experience; anticipatory phase, experiential phase, and

recollection phase. The one headed arrow shows the hypothesized relationship

between the independent and dependent variables.

1.8 Definition of Terms

Anticipatory phase – also called as the pre-travel phase where the tourists do

search activity information that would assist in decision making.

Experiential phase – also called as the on-site experience, which is the phase

where tourists feel for themselves the quality of products or services that are at a

destination.

Facebook – an online social networking website where people can create profiles,

share information such as photos and quotes about themselves, and respond or

link to the information posted by others.

Recollection phase – it is the phase in which the tourists have activities in the

visited destination and have an assessment of the quality experience perceived.

Social media – websites and applications that enable users to create and share

content or to participate in social networking.

Social media marketing – the use of social media platforms and websites to

promote a product or service.

 CHAPTER 2

REVIEW OF RELATED LITERATURE

The use of social media is a trend in the 21st century. Internet based messages

have started influencing different aspects of consumer decisions, the buying

behaviour, evaluation, communication with brands etc. The advent of social media in

forms similar to Twitter and Facebook are beginning to have large implications on

business practices and academic literature alike. Over the last few years, many

academic research papers have investigated the role of social media in the business

world. Twitter has been analysed to look at the role it plays in a variety of marketing

areas to include helping brand and promote businesses (Greer and Ferguson, 2001).

In order to increase their profitability, companies now need to focus on enhancing

their understanding of their customers (Karimi, 2015). As Grant (2007) mentioned,

traditional distribution channels have suffered as consumers now use online

purchasing due to easier access to product/service information.

Companies use customer centric approach to create a social network and

interact with all of their target group. Changing the traditional approach marketing is

now based on interactions. Consumers’ motivations to join social networks have been

identified, analysed and supported by several studies. Consumers have been

recognized to join social media in order to get some type of information and request

for help; to improve their skills and knowledge about certain product or service.

Members not only feel identified with the symbols and meaning that the brand stands

for; but also to share their passion and feel gratification from participating in the
community (Shao, 2009, Park et al., 2009, Brodie et al., 2011a, Zaglia, 2013). Social

media can now provide with additional and vast information about any product and

brand to various people with different opinions.

There are a number of social platforms that have facilitated information

sharing. For instance, Wikipedia, a free online encyclopaedia, is one of the most

popular platforms and has the facility for users to collaborate on information sharing

(Chen et al., 2011a). Other platforms with the ability to generate reviews and ratings,

such as Amazon.com, enable customers to review and rate products. In addition,

members of these platforms are cooperatively interdependent (Chris et al., 2008). By

using social media, consumers can create content and offer valuable advice to others

(Füller et al., 2009). This new development has seen online communities and an

electronic network of individuals emerge on social platforms where members share

information globally and quickly (Molly McLure & Samer, 2005). People before

taking any decision regarding purchase of a product or service tends to refer online

comments ad reviews nowadays. With trend of online ordering the reviews of other

people matter a lot for people to get insight and real view of how the product actually

is without physically having the product with them.

With the rise in social networks, a new era of content creation has emerged,

where individuals can easily share experiences and information with other users

(Chen et al., 2011a). The next generation of online businesses will be based on

communities - a good tool for new customer attraction (Bagozzi & Dholakia 2002;

Ridings & Gefen, 2004). Moreover, on those platforms where consumers have social

interaction, members can become familiar with one another, providing a possible

source of trust (Lu et al., 2010). This can greatly influence users’ intention to buy

(Gefen, 2002). At times it is said that “Celebrity is mandatory” it is when the role of
influencers and celebrity comes in promotion of a brand online. There are celebrity

endorsements which influences people to go towards particular brands, celebrities

and influencers play a very important role in online promotion.(Chen et al., 2011a).

There are a number of social media that facilitate these activities, such as

Wikipedia, Facebook, YouTube and Twitter. Individuals apply different social media

tools such as online forums and communities, recommendations, ratings and reviews,

to interact with other users online. In fact, individuals are attracted online to exchange

information and receive social support (Ridings & Gefen, 2004). Web-based life

involves correspondence sites that encourage relationship framing between clients

from assorted foundations, bringing about a rich social structure. The client produced

content energizes requests and dynamics.

Reviews are one of the key areas that have emerged from social media.

Customer reviews are widely available for products and services, generating great

value for both consumers and companies (Nambisan, 2002). In fact, consumers are

actively encouraged by firms to rate and review products and services online

(Bronner & de Hoog, 2010). These activities produce electronic word of mouth. This

word of mouth, produced through social media, helps consumers in their purchasing

decisions (Pan & Chiou, 2011). Marketers could consider that social media does

influence buying behaviour. According to the recommendations on purchases, 59% of

all respondents were using Facebook as their social media tool when they received a

product recommendation. Thirty seven percent of all users were using Twitter. From

these results, social media has influenced their buying behaviour.

The relationship between social media and consumer decision-making present

that social media affects advertising attitudes, brand attitudes, and purchasing

intentions of consumer. It will not necessarily affect consumer’s decision-making, but

might possess a mediating effect (Taining, 2012). Social media can build brand

attitudes that affect buying behaviour. The good image of brand or product can lead

the consumer to make decision on their purchases. When consumer’s friend on social

media shares or recommends services or products on their social media, it affects

brand attitude and influences their decision-making. Yet, advertising on social media,

which is provided by commercial sources affect both consumer brand attitudes and

purchasing intention (Yang, 2012). Any brand that has a good image on social media

gets a higher benefit and consumers prefer that brand. Marketers sometimes get

involved in doing negative publicity for competitors brand to decrease their market

value and attract customers towards them.

Social media is not only for advertising, but it can also be a tool for brands

or services to connect with their consumers. Another study shows that social

media allows consumers and prospective consumers to communicate directly to a

brand representative. Since most consumers are using the social media as tool to

search and purchase items, brands or services use this advantage to advertise their

products. The online consumer is a booming market worldwide; however, it is

giving a globalized level of segmentation cross-culturally (Vinerean, Cetina &

Tichindelean, 2013). Interpersonal organizations are currently a significant piece

of each showcasing methodology, and the advantages of utilizing online life are

extraordinary to such an extent that anybody not actualizing this savvy asset is

passing up a marvellous promoting opportunity. It is anything but difficult to see

that web-based life showcasing is a key component for accomplishment in

promoting and numerous advertisers understand the potential for business

development utilizing the stage.

 Consumer motives for engaging in social media provide insights into

consumers’ activities. Consumers have three main gratifications or motives for

using the Internet as a medium, namely, information, entertainment, and social

aspects (Heinonen, 2011). The motivation is in two main groups: rational motives,

such as knowledge-sharing and advocacy, and emotional motives, such as social

connection and self-expression (Krishnamurthy & Dou, 2008). Purchasers'

exercises in internet based life have been discovered dependent on buyers' lead on

the web. These days, shoppers are utilizing Internet as their apparatuses to

accomplish their inspirations. Their inspiration could be associated with their old

companions, business, or surveys to help their dynamic. Audits via web-based

networking media become recycled assets to bolster purchaser's dynamic since

they need an incentive from their dollar. Surveys on web based life influence to

costly sthings, yet in addition modest things also. Individuals can see the surveys

on beautifiers, books, vehicles, lodgings, or even nail shines. Those surveys can

rouse buys or on the other hand bolster shoppers dynamic by make it increasingly

sensible to spend the cash on it.

Social media does not only effect consumers’ decision making on products

or services, but also it helps in other fields of studies or careers such as political or

juror impartiality and fair trials too. In context of justice system, the easily

accessible nature of the Internet has results in jurors having the ability to consult

an online social media source in order to aid their decision-making and

deliberations (Simpler, 2012). Online life is one of the most cost-effective

computerized showcasing strategies used to coordinate substance and increment

your business' permeability. Executing a web based life procedure will

significantly expand your image acknowledgment since you will be drawing in

with a wide crowd of purchasers.

Since people can’t try travel-related products and services before they

consume them, dynamic processes with various amounts and types of information

sources have been used (Fodness & Murray, 1977). Many studies have found that

many travellers used social media as a guideline for their trip. Reviews of places,

hotels, transportation, food, or restaurants could have large effects on traveller’s

decisions. Travel organizations and businesses have used social media as a

communication tool for their audience by posting travel information; uploading

photos, warnings, advice, or sharing personal traveller reviews. Those things can

influence trip's decisions and even create future trip destination impressions.

Fifty-eight percent of U.S. online travel used ratings for their travel information:

49% of them checked reviews and recommendations: 18% used photos and

friends’ social network sites: 12% read blogs: and 5%watched videos (eMarketer,

2007).

Venkatesh, Speir, and Morris (2002) showed the theory of social influence

affected person’s decision-making. People participating in social media activities

are usually in communities and appear to be socially influenced by the community

group members. Social influence is defined as the degree to which a person

believes that person to perform a particular behaviour (Venkatesh, Speir, &

Morris, 2002). The utilization of online life in movement arranging impacted

expanding real travel experience offering conduct and the experience to web
based life likewise emphatically identified with real travel-experience sharing via

web-based networking media. This outcome detailed that with expanded apparent

delight, the utilization of internet based life increment as a source in movement

arranging, and level of involvement in internet based life has positive effects on

sharing travel encounters via web-based networking media.

Social media has brought on a ‘participatory culture’ where users network

with other like-minded individuals to engage in an unending loop of sharing

information, monitoring updates, and requesting opinions and ratings on all kinds

of products, services and activities (Ashman et al., 2015). The quality of online

product reviews, characterised by perceived informativeness and persuasiveness,

together with the perceived quantity of reviews, are found to have a significant

positive influence on consumers’ purchase intentions (Zhou et al., 2013; Zhang et

al., 2014). People tend to trust and believe on the online information more than

the corporate communications and advertisements.

Riegner (2007) explained that everyday customers are increasing their role

in the commercial marketplace, while using internet as a tool for interpersonal

communication and commercial implications. Alsubagh (2015) explained that

internet is part of the everyday lives of world population affecting a new form of

communication through social networking sites. Internet offers opportunities for

receiving pre and post-purchase information. Its main advantage is the amount of

information available and freedom from physical contact (Jepsen, 2007).

According to Hajli (2014), availability of internet has provided individuals with

the opportunity to use social networks, such as Twitter and Facebook, to interact
without the need for physical meetings. Through social networks, companies can

increase brand awareness, positive word-of-mouth, sales, and generate greater

support. According to Nolcheska (2017), these social media platforms have

enabled a two-way flow of information that allow companies to influence the

purchasing decision of targeted groups. With expanded permeability, your

business acquires open doors for change. Each blog entry, picture, video, or

remark may lead watchers to your organization's site and increment traffic. Web-

based social networking advertising permits your business to give a positive

impression through an adaptation factor.

Jackson (2009) said that another area of modelling network interaction

concerns how network impact behaviour. Also, according to Nolcheska (2017)

customer’s social interaction has a huge influence on purchase decision, starting

from the problem recognition, searching of relevant information, evaluation of

alternatives, final purchase decision, and post purchase satisfaction.

According to Dellarocas (2002), Digital Marketing has allowed

individuals to make their personal thought accessible to other community of

Internet users. Members of a certain community can, without any cost, submit

their opinions regarding a certain product, topic or community and these online

reviews have a significant effect on customers’ purchase intentions (Zhang et al.,

2014).

Dellarocas (2002) explained that online mechanisms can nowadays change

people’s behaviour in important ways. In difference to a decade ago, when people

would base their decisions on advertisements or other advice from professionals,

now they increasingly rely on reviews or opinions posted on online systems. Each

client collaboration on your business' internet based life accounts is a chance to

openly exhibit your empathy for your clients. Regardless of whether an individual

has an inquiry or a grumbling, web based life permits you to address the issue

utilizing relational discourse. A brand gave to consumer loyalty that sets aside the

effort to create individual messages will intrinsically be seen in a positive light,

regardless of whether reacting to a client protest.

In addition, Alsubagh (2015) customers are constantly exposed to these

different advertisements that try to catch individuals’ attention. Kumar (2004-

2005) explained that search tools are now used to look up pre-purchase product

information, such as price, style, reviews etc. Internet tends to be the primary

source of information for most customers on regular basis and social networks

allow customers to evaluate products, make recommendations and make status

updates. These customers can easily share their ideas, opinions and experiences

while connecting with other online peers (Nolcheska, 2017). Online life is a

systems administration and correspondence stage. Making a voice for your

organization through these stages is significant in acculturating your organization.

Clients’ value realizing that when they post remarks on your pages, they will get a

customized reaction instead of a robotized message. Having the option to

recognize each remark shows that you are mindful of your guests' needs and mean

to give the best understanding.

 CHAPTER 3

RESEARCH METHODOLOGY

This chapter presents the research design, research locale, description of

the respondents, research instrument, validation of the instruments, scaling and

quantification, data gathering procedure, and statistical treatment of data of the

study.

3.1 Research Design

This study will be using descriptive-correlational research design. The

researchers aim to gather an in-depth understanding of respondents’ buying

behavior and the reasons that govern such behavior. The discipline investigate the

“why” and “how” of decision making. Besides this, the researcher will also

examine the phenomenon through observations in numerical representations and

through statistical analysis

Descriptive research is a research method that can determine the situation

of current phenomenon (Williams, 2007). Descriptive will be used to assess the

demographic profile of the respondents. A correlational research design

investigates relationships between variables without the researcher controlling or

manipulating any of them. A correlation reflects the strength and/or direction of

the relationship between two (or more) variables (Bhandari, 2022). The

researchers will also utilize correlational research design to discover significant

relationship among variables and allow to forecast the outcome of the study.
3.2 Research Locale

This research will be conducted in LaSersita Casitas and WaterSpa Beach

Resort located in Mansalay, Oriental Mindoro.

3.3 Respondents of the Study

The respondents of this study will be coming from the tourists who visit

LaSersita Casitas and WaterSpa Beach Resort. The purposive sampling will be

used to select the respondents of this study. This technique will determine the

target population; those involved in the study. The respondents will be chosen on

the basis of their knowledge of the information desired (Calderon & Gonzales,

2018).

3.4 Research Instrument

This study will use researchers- made questionnaire. The questionnaire

will be divided into two sections. Section I of the questionnaire aimed at capturing

the general information of the respondents or the demographic profile. Section II

of the questionnaire will include statements about the influence of social media

towards resort customer buying decision.

3.5 Validation of the Instrument

The researcher- made questionnaire will achieve its validity by seeking the
 expertise of three experts; the Dean, Program Chair, and the Research Subject

Teacher.

3.6 Scaling and Quantification

This study will use the 4- Point Likert scale in assessing the influence of

social media towards LaSersita Casitas and WaterSpa Beach Resort customer

buying decisions. These will be 4- Strongly Agree, 3-Agree, 2- Disagree, and 1-

Strongly Disagree.

3.7. Data Gathering Procedure

A letter of request signed by the thesis adviser and program chair will be

forwarded to the office in order to obtain permission to conduct the study. The

letter of request will also be sent to the resort owner to ask permission to conduct

the study in their resort. After the questionnaire have been validated and approved

by the thesis adviser and the resort owner permitted to conduct study in the resort,

the researchers will request permission from the adviser to bring and leave it to

the resort. This will be accomplished with the assistance of adviser, the

cooperation of the resorts customer and also with the help of the resort employee.

Researchers ensure that the questions are easy to understand and in detailed so

that the respondents will understand clearly and answer each question correctly.
3.8 Statistical Treatment of data

The descriptive analysis will be utilized to determine the rate of the

general information, views, behaviors, and buying behavior of the respondents.

To analyze the gathered data, Descriptive Statistics will be used such as

Frequency and Percentage, which will be used to describe the demographic

profile of the respondents and Weighted Mean, which will be used in assessing

the influence of social media towards resort customer buying decision. Pearson’s r

will also be used to determine whether there is significant relationship between

social media and LaSersita Casitas and WaterSpa Beach Resort customer buying

decisions.
 Thesis Title: THE INFLUENCE OF SOCIAL MEDIA TOWARDS

RESORT CUSTOMER BUYING DECISION

Good day! We, the Bachelor of Science in Tourism Management students from

Mindoro State University, Bongabong Campus, are asking for your time and

effort to participate in this study and answer all the items given in our

questionnaire. Your cooperation and positive response will be helpful for the

completion of this study. Thank you very much. Your participation is highly

appreciated!

QUESTIONNAIRE:

Part I:

PROFILE OF THE RESPONDENTS

Instruction: Kindly provide an answer to the following questions.

NAME: _______________________________

(Optional)

1. Gender

a) Male

b) Female

c) Others, please specify _______

2. Age ______

3. Educational attainment
 a) Elementary Graduate

b) Elementary Undergraduate

c) Secondary Graduate

d) Secondary Undergraduate

e) College Graduate

f) College Undergraduate

g) Master’s degree

h) With units in Masteral

i) Doctorate degree

j) With units in Doctoral

4. Social media platform you usually used

a) Facebook

b) Instagram

c) Tiktok

d) Others, please specify _______

5. How often do you use social media?

a) 1-3 hours a day

b) 4-6 hours a day

c) 7-10 hours a day

d) More than 10 hours a day

6. How many times have you visited resort/s?

a) Once a month

b) 2-3 times a month

 c) Once a year

d) 2-3 times a year

e) Others, please sepcify____________

7. What do you usually consider when visiting a resort?

a) Price

b) Location

c) Feedbacks from other visitors

d) Others, please specify _______

8. How do you prefer choosing resorts you want to check in?

a) Online

b) Offline/Physical

9. Have you used social media platforms in choosing the resort you want to visit?

a) Yes

b) No

10. Why do you visit resort?

a) For fun and leisure

b) For business purposes

c) Others, please specify _______

PART II:

INFLUENCE OF SOCIAL MEDIA TO RESORT CUSTOMER DECISION

Instruction: Please indicate your level of agreement or disagreement with each of

these statements regarding the influence of social media to the resort customer
 decision. Put a check (√) mark in the box of your answer. Please don’t leave any

statement unanswered.

4 Strongly agree

3 Agree

2 Disagree

1 Strongly disagree

A. ANTICIPATORY PHASE

ITEMS 4 3 2 1

Searching information about resorts is easier on

social media.

Using social media is a convenience when choosing

a resort

The feedback (review/ comment/ post) on social

media affects you on choosing a resort

Resort and travel images in social media influence

your booking.

Social media is reliable enough to book into a good

resort.

B. EXPERIENTIAL PHASE

ITEMS 4 3 2 1

During trip, social media helps resort customer in

choosing convenient on-site transportation modes.
During trip, social media helps resort customer in
located-based services.

During trip, social media helps resort customer in

accommodation choices.

During trip, the live experience of the resort

customer shared on social media attract other
potential customers.

During trip, social media helps resort customer to

find information about specific activities.

C. RECOLLECTION PHASE

ITEMS 4 3 2 1

Problems encountered while staying inside the resort

must be shared online to let potential customers
know about it.

Customers must be encouraged to voice out opinions

and feedback through social media after check in.

The reviews of customers shared in social media are

helping future visitors make informed choices about
their destinations.

Customer reviews after visiting a resort can give idea

to new tourists who want to visit the resort.

Online post of the repeat visits of the resort’s loyal

customer can attract potential clients.

References

Types of Resorts (19969, December 31). In LotsofEssays.com. Retrieved 7:50,

December 2, 2021, from https://www.lotsofessay.com/viewpaper/1700951.html

Barhemmati, N., & Ahmad, A. (2015). Effects of social network marketing

(SNM) on consumer purchase behavior through customer engagement. Journal of

Advanced Management Science, 3(4).

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., &

Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on

brand equity and consumer behavior. Journal of business research, 69(12), 5833-

5841.

Jennings, G. & Nickerson, N. P. (2006). Quality Tourism Experience. Burlington,

MA:

Jennings, G. (2006). Perspective on quality tourism experiences: an introduction.

Varghese, S., & Agrawal, M. (2021). Impact of social media on consumer buying

behaviour

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in

tourism? A review. Tourism management Perspectives

Mohammed Majeed, Martin Owusu-Ansah & Adu-Ansere Ashmond l Carlos

Gomez Corona (Reviewing editor) (2021) The influence of social media on

purchase intention: The mediating role of brand equity, Cogent Business &

Management, 8:1, DOI: 10.1080/2331195.2021.1944008

https://en.m.wikipedia.org/wiki/Social_media_marketing

https://www.yourdictionary.com/facebook