STI College Carmona

Lot 2A Brgy. Maduya Carmona, Cavite

THE IMPACTS OF FOOD VLOGGING BY SOCIAL MEDIA INFLUENCERS TO MILLENNIALS OF

BINAN CITY, LAGUNA

In partial fulfilment of requirements

for the subject

RESEARCH IN TOURISM

Submitted to:

Prof. Justine Garcia

Submitted by:

Dialogo, Edrick Aizel B.

Peralta, Allyson Marie A.

Villar, Mark Aaron B.

BSTM4A
 Chapter 1

INTRODUCTION

LEGEND:

RED – add/remove

ORANGE – Replace

BLUE – Special note

GREEN – VERY IMPORTANT. Keep it.

[TO THE TEAM:

You have a lot to do. But you are not hopeless. Your research is doable and

valid. You just need to put in the work. Do not be disheartened by the mountainous task

you have to go through. Be diligent and do your best, and surely you will come out on

top. Research is one of the hardest things you will ever do in your college life, if not the

hardest. But it is also one of the most fulfilling and proud accomplishments of your life.

Once again, be diligent and I’m rooting for you!

[Answer this question for first paragraph: What is food vlogging?

 Definition of food vlogging

 Known/Perceived impacts of food vlogging to people in general

 Popularity of food vlogging? Stats?

 Some examples/names of popular food vloggers

  General goal/purpose of food vlogging]

Food vlogging, short for "food video blogging," is a type of online content where

individuals or creators make videos about food-related topics. They often showcase

themselves eating, cooking, reviewing dishes, or exploring different restaurants and

cuisines. These videos are then shared on websites like YouTube or social media

platforms to entertain, educate, or inspire others who are interested in food and cooking.

Food vloggers share their food adventures and experiences with their viewers.

Food vlogs can be enjoyable to watch, providing a source of relaxation and fun

for viewers. People might get inspired to try new recipes or visit new restaurants after

watching food vlogs. Food vloggers often share cooking tips, recipes, and information

about different cuisines, helping people learn more about food. Viewers can also learn

about the food and customs of different cultures through food vlogs. Food vlogging can

create a sense of community, allowing people with similar food interests to connect and

share experiences.

A large number of food vloggers started out with the aim of sharing their

experiences with a larger audience in order to help them decide what to try and what to

avoid, saving them a significant amount of time and, let's not forget, disappointing

experiences. The food vlogging industry is made up of people who simply love to eat

out. In contrast to the majority of other sectors, it is one where participants learn, grow,

and succeed together while pursuing their passions. It is a place where people can work
together and support one another's development while also learning about new foods

and locations through relatable material.

The researchers discover, appreciate, and select the food has significantly

changed in an era where digital platforms and social media predominate. Social media

influencers, especially those who create content about food, have become extremely

popular, and have a significant impact on the food choices and preferences of

millennials. This study focuses on the specific effects of food vlogging on millennials in

Biñan City, Laguna. The aim is to understand how these online culinary experiences

affect what Binan's millennials eat, where they choose to dine, and how they cook. By

examining this local context, the researchers hope to gain insight into the broader

impact of social media on food culture and provide practical advice to businesses,

content creators, and health advocates. The Millennials use social media platforms for

their entertainment and information such as watching random food vlog with a large

percentage actively using this kind of platform which is the Facebook.

According to a report on digital trends, with a population of 97 million in the year

of 2021, the social media influencers says that a significant portion of the population is

actively engaged on social media which is the Facebook. Social media influencers of

food vlogging had emerged as a powerful tool for businesses, particularly on the tourism

and food industry. Therefore, this research study will focus on the millennials who are

enjoying watching food vlogging on Facebook. Our research study with its title "The

Impacts of Food Vlogging by Social Media Influencers on the Millennials of Biñan

City, Laguna” had stepped on a journey deep into the heart of this captivating

narrative. In the age of connectivity and ever-expanding digital horizons, food vlogging

has appeared as a strong geographical boundaries and opening up new exploration.

The researchers deep into the world of social media influencers, dissecting their

strategies, motives, and impact. In this era of digital exploration, where smartphones

have become passports to unseen worlds and social media platforms are the gateways

to discovery, we invite you to join us on this expedition into the heart of Biñan City,

Laguna. Together, the researchers traverse the captivating landscape of food vlogging,

savoring the flavors of local traditions, and examining how social media influencers

have left an indelible mark on the tourist attractions of this city, forever transforming the

lives of its citizens. As the researchers embark on this voyage, the researchers aim not

just to unravel a story but to celebrate the enduring spirit of a community, the power of

digital media, and the profound impact of culinary artistry on tourism and culture in

Biñan City. Tourist experience is vital in providing good feedback to tourist attractions.

With that food vlogs can be use as one of the promotional materials for the

millennials. With the help of vloggers, they can provide insights on how the residents in

Biñan express the impacts of their experiences. The researchers found that based on

the article published by Bosangit C, et. Al (2015) food vlogging reveals narrating

experiences that are important to the process of travel experiences into meaningful

experiences. With its rich culinary heritage, boasting a diverse array of dishes and

delicacies deeply rooted in Filipino culture, Biñan has become a captivating canvas for
food vloggers seeking to showcase the essence of Filipino cuisine. From traditional

delicacies like Bibingka and Puto Bumbong to the enticing aroma of street food vendors,

the city's culinary offerings are a testament to its cultural significance. Yet, it is not just

the food itself that has drawn the attention of these digital narrators. Biñan City's

historical landmarks, including the St. John the Baptist Parish Church and the Casa de

Braganza, have found themselves in the spotlight as influencers capture the city's rich

history and cultural identity.

Natural treasures, such as the tranquil Laguna de Bay and the captivating Mount

Makiling, have also become focal points for these digital explorers. The main goal of this

study was to look at the impacts of social media influencers for the millennials in the city

of Biñan particulary the millennial age who have a passion to watch the food vlogs on

Facebook who thinks that they have the benefits or insights that will really help them

through social media.

[Try to make your statements as simple as possible. You are making a research

paper, not a literary piece]

Our research study with its title "The Impacts of Food Vlogging by Social

Media Influencers to Millennials of Binan City,” takes on a journey deep into the

heart of this captivating narrative. In today's connected world with endless digital

possibilities, food vlogging has become a powerful way to share food experiences,

Going beyond borders and uncovering new opportunities for adventure. By blending

delicious food and captivating stories, social media influencers have made local tastes

famous worldwide.
 As the researchers take on this intellectual journey, the researchers aim to

investigate the manifold facets of this [what phenomenon?] phenomenon, including the

transformative power of social media influencers, their ability to shape travel trends, the

economic implications for local businesses, and the evolving perceptions of tourism

among millennials in Binan City (source? If no source, remove this). Through rigorous

(are you sure about this? No need to state it if you’re not yet sure about your process)

examination of data and in-depth interviews with key stakeholders, the researchers will

explore the nuances of this interplay and uncover the profound ripple effects on both

Binan's cultural heritage and its millennials’ daily lives (Rephrase suggestion: “the

researchers will analyse the impacts of food vlogging to the food culture of Binan and

the millenials in it.” Again, keep it simple.

The researchers’ study, born out of a desire to understand the multifaceted

repercussions of this phenomenon, endeavors to unravel the intricate web of

relationships that bind among the millennials in Binan City, and the world of digital

content creation. To uncover the truth hidden within these questions, our research will

embark on comprehensive exploration. [In other words, “The researchers desire to

understand how effective social media content can be to impact the food industry in

Binan City.”]

[So far, the work can be considered a good literary essay. But literature is not

what is needed in research. Professionalism is the need. Keep your terms and
phrasings easily understandable. I get that you’re trying to lengthen your research but

this is not the way]

[Tips to lengthen research: Read related researches. Use these websites to

search for your sources:

 Scholar.google.com

 Sciencedirect

The researchers explore the exciting world of food vlogging, enjoying the tastes

of local customs together and examining how social media influencers have left a mark

on the tourist attractions of Binan city. As the researchers jump on this voyage, the

researchers want to do more than just uncover a story; they want to honor the strong

community, the influence of digital media, and the deep effect of culinary creativity on

tourism and culture in Binan City.

Tourist experience is vital in providing a good feedback to tourist attractions

[Good!]. This is why food vlogs can be used as one of the promotional materials of local

tourist attractions. With the help of vloggers, they can provide insights on how the

residents in Binan express the impacts of their experiences. The researchers found that

based on the article published by Bosangit C, et. Al (2015) food vlogging reveals

narrating experiences that are important to the process of travel experiences into

meaningful experiences. [Great paragraph! Keep this and expand on it!]

 Binan, known for its diverse Filipino dishes deeply connected to the local culture,

has become an attractive place for food vloggers to highlight Filipino cuisine's true

character. From traditional delicacies like bibingka and puto bumbong to the pleasant

smell of street food vendors, the city's culinary offerings are evidence of its cultural

importance [just rephrase these deep words. The examples are great. Add more if

possible].

It is not just the food itself that has drawn the attention of these digital narrators.

Binan City's historical landmarks, including the St. John the Baptist Parish Church and

the Casa de Braganza, have found themselves in the spotlight as influencers capture

the city's rich history and cultural identity. Natural treasures, such as the tranquil Laguna

de Bay and the captivating Mount Makiling, have also become highlights for these

digital explorers.

The main goal of this study is to look at the impacts of social media influencers

for the millennials in the city of Binan particulary the millennial age who have a passion

to watch the food vlogs on Facebook who thinks that they have the benefits or insights

that will really help them through social media. [Better expound on this. But also, this

seems to be in line with what was written before. So bridge the two together]

BACKGROUND OF THE STUDY

 The province of Laguna in the Philippines is widely recognized for its rich culture

and culinary heritage. This study aims to explore how social media influencers on

Facebook, who create food vlogs, impact the millennials in Binan City. It focuses on

young adults who believe these influencers can offer valuable insights and benefits

through social media.

Binan City, located in the Philippines, is a diverse and rapidly growing urban

center with a substantial millennial population. According to Brilliana, V. (2021), with a

population of over 330,000 and a significant portion [how big is this “significant portion”?

Better to provide actual stats from PSA/NSO. Ex. Percentage of 15-21 year olds in

Binan. Something like that] belonging to the millennial demographic, it becomes crucial

to delve into the implications of food vlogging by social media influencers on the culinary

preferences, behaviors, and choices of millennials in Binan City. [This is good content.

But provide more specific statistics to make it more reliable]

The rapid growth of social media platforms has led to the rise of content creators,

commonly referred to as social media influencers. These individuals, known as

influencers, own a substantial number of followers [how big is “substantial” in this

research? 1000? 10,000+?], sharing a lot of aspects of their lives, including their

experiences in food and restaurants they encounter [for your research, I believe you’re

inclined more towards food vloggers so focus on the reality of those kinds of

influencers]. Their recommendations and endorsements can have a substantial [again,

how big is “substantial”? Or you can just say “…can have a positive effect…”] effect on

their followers' preferences and consumption behavior. (Hossain, 2018).

It is well acknowledged that food holds significant importance in Filipino culture,

and the rich variety of culinary traditions and customs in the country provides an ideal

setting for examining the impact of food vlogging on the younger generation of Filipinos

(Morales & Almario, 2015). [This is good info but you can’t make a one-sentence

paragraph. Either add more to this or mix it in with another paragraph that’s related to it]

The use of social media in the digital age has changed how people access and

share information, especially among the younger generation. Born between 1981 and

1996, Millennials have grown up in a time when the internet, smartphones, and social

media platforms are integral to their daily lives. This shift in communication and media

consumption has not only transformed how people interact but also how they obtain

information about various aspects of their lives, such as food choices and culinary

experiences [Can you site a source for this info?].

Social media platforms such as Facebook currently exert a substantial influence

on food, which holds a pivotal role in both cultural and everyday contexts. One notable

aspect of this influence is the widespread dissemination of food vlogging through social

media influencers. These influencers, frequently possessing a considerable online

following, disseminate their food adventures, evaluations of their dining experiences,

restaurant reviews, and food content on their social media platforms. This phenomenon

has become a worldwide trend, and Binan City, Laguna, is also a part of this influence.

Social media platforms' emergence and rapid growth have given rise to a new

category of content creators known as social media influencers. These influencers, who

often have a large following, share various aspects of their lives including their food

experiences. Their recommendations and endorsements can have a significant impact

on their followers' choices and behavior (Hossain, 2018).

[FROM THIS RANGE {{{…}}}: Some of the info here are already stated above. Double-

check and combine what can be combined together and put them in the same

paragraph]

{{{ In the digital age, the rise of social media has transformed the way individual’s

access and share information, particularly among the younger generation. Millennials,

born between 1981 and 1996, have grown up in an era where the internet,

smartphones, and social media platforms are an integral part of their daily lives. This

shift in communication and media consumption has not only revolutionized the way

people connect but also how they obtain information about various aspects of their lives,

including food choices and culinary experiences.

Social media platforms like Facebook have an enormous impact on food, which

is an essential aspect of culture and daily life. One of the most significant effects of this

impact is the increase in food vlogging by social media influencers. These influencers,
who have a substantial online following, share their culinary experiences, restaurant

reviews, cooking tutorials, and food-related content on their social media channels. This

trend has become widespread globally, and in Binan City, Laguna, is no exception to its

influence. }}}

The impact of social media on the dietary habits and food culture of millennials

has been a topic of study in recent years. Various researchers have examined the

broader effects that social media has on food choices, body image, and eating habits.

For instance, Boyland et al. (2017) conducted a study on the connection between food

advertising on social media and the dietary choices of adolescents. Their findings

revealed the potential impact of persuasive food marketing on young individuals.

Additionally, studies by Chou et al. (2017) and Larson et al. (2018) have emphasized

how social media shapes the dietary behaviors of young adults and the implications it

has on their overall health. [Great paragraph! If you can add more to this to expand your

paper, better. But only if you need to]

STATEMENT OF THE PROBLEM

The researchers aim to investigate how social media-driven food content

influences the culinary choices of millennials in Binan City, Laguna. By examining the

specific dynamics of this phenomenon, the study seeks to contribute to a broader

understanding of the intersection between digital media and contemporary food culture.

These questions form the core problem that the research aims to address and shed
light on. There is a noticeable gap in research on the localized impact of food vlogging

by social media influencers on millennials in Binan City, Laguna. To bridge this gap, this

study aims to answer the following key questions:

1. What is the demographic profile of the participants?

1.1 Age

1.2 Gender

1.3 Educational Attainment

2. How do millennials perceive the authenticity, credibility, and trustworthiness of

food vlogging content, and how does this perception influence their willingness to

follow influencer recommendations?

2.1 How many millenials in Binan are exposed to food vlogs?

2.2 Are they more inclined to try food/restaurants featured by food

vloggers?

3. What are the possible positive and negative outcomes of social media food vlogging

on the culinary culture of millennials in Binan City?

[My advise: Look for related researches to yours and check their SOP. You can pattern

their SOP to yours where applicable]

 OBJECTIVES OF THE STUDY

The researchers study aims to provide a comprehensive understanding of how

food vlogging by social media influencers impacts the millennials of Binan City, while

also shedding light on the experiences and perceptions of its citizens. Ultimately, the

study seeks to contribute to the responsible and sustainable development of tourism in

Binan City and serve as a reference for similar contexts worldwide. The researchers’

study aims the following:

1. To determine the impacts of food vlogging to the millennials of Binan City.

2. To identify the preferred social media platforms such as Facebook, Youtube

and Tiktok that is used for food vlogging.

3. To identify the significance of relationship between food vlogging and for the

millennials of Binan City [Suggestion: “To identify if there is a significant

difference on food choice of Millenials in Binan City who are exposed to food

vlogs and those who are not exposed to food vlogs”.

4. To create recommendations for food vloggers on how to improve the content

of their vlog to better influence viewers choices. [This seems outside the

scope of your research]

5. To conduct an interview with food vloggers and a survey on viewers. [No

need to state this]

6. Suggest to add and move to number 3: “To determine how popular food vlogs

are to Millenials in Binan city

 SIGNIFICANCE OF THE STUDY

The research conducted on the effects of social media influencers' food vlogging

among millennials in Binan City, Laguna, holds great importance for different

stakeholders, including community members, local businesses, and educational

institutions. It sheds light on the impact of the digital era on consumer behavior and

cultural dynamics, potentially benefiting the local economy and society as a whole. The

following are the beneficiaries of the study:

1. Millennials in Binan City - This research helps millennials in Binan City gain a better

knowledge and understanding of the impact of food vlogging and its implications for

their food choices and dining habits.

2. Local Food Businesses - Businesses in Binan City that sell food, such as

restaurants and cafes, can utilize the findings of the study to tailor their marketing

approaches and menus to attract and serve the needs of millennials more effectively.

3. Social Media Influencers - The results of the study can help food vloggers and

influencers improve their content creation and promotional approaches to better connect

with their viewers.

4. Academic Researchers - Scholars and students interested in the fields of media

studies, marketing, and cultural studies can use this research as a basis for further

exploration and academic discourse.

5. Local Government and Tourism - The findings of the study can be leveraged by the

local authorities and tourism boards to encourage culinary tourism in Binan City, which

in turn can contribute to the city's economic development.

6. Educational Institutions - The study can be utilized by educational institutions in the

vicinity to modify their curriculum and create programs that promote media literacy. This

can help educate students about the influence of social media on consumer behavior.

SCOPE AND LIMITATION

The researchers study tackles mainly about how it was conducted to identify and

assess the impact of food vloggers to the millenials in Binan City, Laguna and also on

their perceptions. This study is designed as descriptive quantitative research which

seeks to describe the current status and influence of the food vloggers in Binan City,

Laguna to encourage citizens of Binan City to fully support the different kinds of

restaurants around the city of Binan. This study was only limited to the residents of

Binan City. The main target of this research mainly focuses on the millennials of Binan

City (Continue this). This study was limited only to 50 (verify this with your prof. You

might need 100-200) respondents. The researchers assume that the respondents

answer the questionnaires honestly and willingly.