INFLUENCES OF SOCIAL

MEDIA FOR
TOURISM AND HOSPITALITY
MARKETING AND
PROMOTION

PRESENTED BY:
LOTCEI T. AMBAN
NIKKI G. SABILLION
GRACE ANN A. SUSTINES
ABSTRACT
CHAPTER 1
Introduction
 CHAPTER 1
INTRODUCTION
RATIONALE OF THE STUDY

Globally, the number of mobile device subscription

has seen exponetial growth over the past decade.
By 2020, it is estimated that there will be 5.7
billion mobile subscribers, representing a mobile
phone penetration rate of 73%. The growth in
mobile device usage hes transformed the travil and
tourism industry; travel booking is increasingly
occurring through mobile device.
 Inthis new generation, social media creates a
huge impact in terms of socializations,
communications and promotions. People
nowadays are often hooking on using their
social media accounts such as Facebook,
twitter, instagram and etc. in looking for
information related to news updates, trends
and vast promotions from several
establishments.
 Social media have become essential
marketing tools for firms and organizations
worldwide. In tourism and hospitality
businesses, social media are strategic tools
that play a fundamental role, especially in
promotion, business management, and
research functions (Leung et al. 2013).
 THEORETICAL FRAMEWORK
 Thisstudy is anchored on the following theories:
 Commitment-Trust Theory of Relationship
Marketing
 Social marketing theory and
 Adaptive structuration theory
 CONCEPTUAL FRAMEWORK
INPUT OUTPUT

The Impact of marketing

and promotions on Tourism
Social Media
and Hospitality Industry

Promotions Sales
Customer Popularity
Awareness And
Advertisements occupancy
STATEMENT OF THE PROBLEM
 This study aim to assess the influence of social
media in marketing and promoting tourism and
hospitality industy in Dipolog city, province of
Zamboanga del Norte.
 Specifically, it attempts to answer the following
question:
 1. What is the business profile in term of;
 1.1 Type of Business
 1.2 year of Operation
 2. What is the level of social media influence to
the marketing and promotion for tourism and
hospitality industry in terms of:
 2.1 Facebook
 2.2 Instagram
 2.3 Twitter
 2.4 Youtube
 2.5 Own website
 3.What is the level of status of tourism and
hospitality after posting promotion on social
media in terms of:
 3.1 Sales
 3.2 Popularity
 3.3 Occupancy
 SIGNIFICANCE OF THE STUDY
 The study will be conducted to find out how social media will
influence and contribute in the continuous progress of the
tourism and hospitality industry of DipologCity,province of
Zamboanga del Norte. The result of this study is beneficial to
the following:
 Students
 Parents
 Teachers,
 School administrators
 Future researchers and other interested
individuals
 SCOPE AND LIMITATIONS
 The aimed of the study was to assessed the
influences of social media in marketing and
promotions of tourism and hospitality industry
in Dipolog City, province of Zamboanga del
Norte. The study considered the business
profile, respondent’s personal information such
as their name (optional), gender, age and type
of work or specialization. The researchers
limited the study with ten (10) hotels and ten
(10) restaurants .
 The respondents of the said study included
those who are in charge of social media
marketing strategies within the hotels or
establishments, either sales or marketing
managers, online communication manager,
and assistant of marketing manager or simply
general managers. This study was conducted
from January to May 2021.
 The study does not included those hotels
and restaurants that have small room
accommodation and food accommodation
and will not also include those employees
that are not in charge of social media
marketing strategies, sales or marketing
managers, online communication
manager, and assistant of marketing
manager or simply general managers.
CHAPTER 3
Methodology
 RESEARCH DESIGN
 The researchers used a descriptive
quantitative. This method is designed for the
researchers to gather information about
present existing conditions relevant to the
influences of social media on marketing and
promotions of the tourism and hospitality
industry. This type of method aimed in
describing the nature of a situation, as it
exists at the time of the study and to explore
the causes of particular phenomena.
 RESPONDENTS OF THE STUDY
 There were 75 sample size selected from 93 target population using Slovin’s
formula. The respondents of the study were hoteliers or employees coming from
different hotels and establishments that are currently using social media in order to
promote their businesses. These establishments are located within a close proximity
in Dipolog City. This study included employees who are in charge of social media
marketing strategies, either sales or marketing managers, online communication
manager, and assistant of marketing manager or simply general managers.

Slovin’s Formula

N = population size = 93
93
n = sample size = 75 n=

e = margin error = 5% 1+93 (.05)2

93
=
1.2325

= 75
 Table 1
Distribution of Respondents

A. Hotels Frequency or Percentage B. Restaurants

Number
of McDo 10 13%
HR/Supervisor/Ma
nager Jollibee 15 20.4%

Mibang Hotel 2 2.2%

Greenwich 3 4.3%
GV Hotel 4 5%
Mang Inasal 5 6.4%
Top Plaza 6 8%
Chowking 3 4.3%
D’ hotel 3 3.2%

Camila 1 2 3.2% Ati-Atihan 2 3.1%

Camila 2 2 3.2% Big Joss 2 2.2%

West End Court 2 3.2%

Chicken Inato 2 3.2%
Missio Dei Hotel 2 3.2%
Chapters 2 2.2%
Ariana hotel 5 6.5%

C&L fast food 1 1%

CL Inn 2 2.2%

Total No. of Respondents 75 100%

 Statistical Treatment
All the data were gathered, tallied, encoded and
interpreted using different statistical tools. These include
percentage, frequency of distribution and weighted mean
which are used base on the purpose of the study. The use
of Likert rating scale were used in second part of
questions such as determining the influences of social
media to the marketing and promotion of tourism and
hospitality industry, which social media flat forms where
mostly used by hotels and restaurants in advertising their
products and services. The Likert rating scale was also
used in Part III to assess the marketing and promotion
practices of business establishments in tourism and
hospitality industry.
 STATISTICAL
TOOL USED IN
FIGURES 1 & 2
Statistical Tool used for Fig. 1&2
Formula: Frecquency
%= X 100
Total # of Establishment
 STATISTICAL
TOOL USED IN
TABLES 1-3
LIKERT SCALE
PART II A. SOCIAL MEDIA PLATFORMS USED IN A BUSINESS ESTABLISHMENT
5- MOSTLY USED 4- OFTEN USED
3- MODERATELY USED 2- LESS USED
1- NOT USED

STATEMENTS MOSTLY USED OFTEN USED MODERATELY LESS USED NOT USED
(5) (4) USED (2) (1)
(3)

1. Business establishments advertise

in Facebook because it is the
mostly used social media
platform used by customers.

2. Instagram influences customers to

purchase products and/or
services.

3. Twitter helps the business establishment

to gain trust among customers, thus
increase products/ and or services
purchase and referral.

4. YouTube provides a forum for customers

to connect, inform, and inspire
customers to purchase products
and /or services of the business
establishment.

5. The website of the business

establishment markets and promotes
more customers to purchase the
business’s products and/or services.
PART II B. INFLUENCES OF SOCIAL MEDIA IN A BUSINESS ESTABLISHMENT
Directions: Use of the following rating in answering each item. Put a check mark (√) in the space provided
below.
5- STRONGLY AGREE 4- AGREE 3- NEUTRAL
2- DISAGREE 1- STRONGLY DISAGREE
STATEMENTS STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGRREE (4) (3) (2) DISAGREE
(5) (1)

1. Social media influences the marketing and

promotion of tourism and hospitality industry.

2. Social media platforms have reliable and

dependable content that increases customer
awareness on establishments’ products and
services.

3. The use of social media is effective in

increasing the sales and profit of a business
establishment.

4. Business establishments use social media flat

forms to increase the establishments’
occupancy.

5. Social media usage increases popularity of a

business establishment.
PART II C. THE LEVEL OF STATUS OF TOURISM AND HOSPITALITY
MANAGEMENT AFTER POSTING PROMOTIONS ON SOCIAL MEDIA
Directions: Use of the following rating in answering each item. Put a check mark (√) in the space
provided below.
5- STRONGLY AGREE 4- AGREE 3- NEUTRAL
2- DISAGREE 1- STRONGLY DISAGREE
STATEMENTS STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGRREE (4) (3) (2) DISAGREE
(5) (1)

1. After using social media it boosts hotel and

restaurant popularity.

1. Social media boost popularity on hotel and

restaurant thus increases food orders and/or
availment on the services.

1. Profit increase is evident after promoting the

products and/or services online.

1. Social media usage increases hotel and

restaurant reservations thus increases daily sales
on its products and/ or services.

1. Social media increases daily room occupancy

and food sales.
PART III. MARKETING AND PROMOTION PRACTICES
Directions: Use the following rating in answering each item. Put a check mark (√) in the space
provided below.
5- VERY HIGHLY PRACTICED 4- HIGHLY PRACTICED
3- PRACTICED 2- LEAST PRACTICED
1- NOT PRACTICED

STATEMENTS 5 4 3 2 1
1. Latest products, services and promos are advertised using Facebook.

1. Promoting latest products, services and promos are advertised in Instagram.

1. Promoting latest products, services and promos are broadcast in Youtube.

1. Business establishment post their newest products, services and promos in

Twitter.
1. Promos, latest products, and services of establishment are posted in its own
website.
CHAPTER 4
Presentation,
Interpretation and
Analysis of Data
 This Chapter presents the gathered data through
statistical method. In reporting the data gathered,
this research ussed graphs and tables in analyzing
the data that is based from raw data and transcribe
into statistical data.
 These graphs and tables presented the
answers of the respondents in selected
business establishments; ten (10) restaurants
and ten (10)hotels mostly located in close
proximity within the city, where the answers
of each influences of social media in the
tourism and hospitality industry were found
on each table.
 Business Profile in Terms of Establishment

Hotels
Restaurants
50% 50%

FIGURE 1. BUSINESS PROFILE IN TERMS OF ESTABLISHMENT

 Business Profile in Terms of Year in Operations

25%

1 to 10 years
11 to 20 years
21 to 30 years
50%

25%

FIGURE 2.BUSINESS PROFILE IN TERMS OF

YEAR IN OPERATIONS
TABLE 1. THE LEVEL OF SOCIAL MEDIA PLATFORMS USED IN A
BUSINESS ESTABLISHMENT
Statement Average Interpretation
Weighted
Mean
1. Business establishments advertise in 4.75 Mostly Used
facebook because it is the mostly used social
media platform used by customers.
2. Instagram influences customers to urchase 4.09 Mostly Used
products and/or services.
3. Twitter helps the business establishment to 3.64 Moderately Used
gain trust among customers, thus increase
products/ and or services purchase and referral.
4. YouTube provides a forum for customers to 4.55 Mostly Used
connect, inform, and inspire customers to
purchase products and /or services of the
business establishment.
5. The website of the business establishment 4.47 Mostly Used
markets and promotes more customers to
purchase the business’s products and/or
services.
Mean
4.3 Mostly Used
TABLE 2. THE LEVEL OF STATUS OF TOURISM AND HOSPITALITY INDUSTRY
AFTER POSTING PROMOTIONS ON SOCIAL MEDIA

Statement Average Interpretation

Weighted
Mean
1. After using social media it boosts hotel and
restaurant popularity. 4.68 Strongly Agree
2. Social media boost popularity on hotel and
restaurant thus increases food orders and/or 4.44 Strongly Agree
availment on the services.
3. Profit increase is evident after promoting the
products and/or services online. 4.51 Strongly Agree

4. Social media usage increases hotel and

restaurant reservations thus increases daily 4.47 Strongly Agree
sales on its products and/ or services.

5. Social media increases daily room

occupancy and food sales. 4.44 Strongly Agree
Mean
4.50 Strongly Agree
TABLE 3. THE LEVEL OF INFLUENCES OF SOCIAL MEDIA MARKETING AND PROMOTION PRACTICES

Statement Average Interpretation

Weighted
Mean
1. Latest products, services and promos Very Highly Practiced
4.64
are advertised using Facebook.

2. Promoting latest products, services and

3.81 Highly Practiced
promos are advertised in Instagram.
3. Promoting latest products, services and Very Highly Practiced
4.26
promos are broadcast in Youtube.

4. Business establishment post their

3.15 Practiced
newest products, services and promos
in Twitter.
5. Promos, latest products, andservices of Very Highly Practiced
4.43
establishment are posted in its own
website.
Mean 4.06 Very Highly Practiced
CHAPTER 5
Summary, Findings,
Conclusions and
Recommendations
 SUMMARY
The
 primary objective of this research was to
assess how social media influences the tourism
and hospitality industry as a part of its
marketing strategy for promotions of its
products and or services.
Significantly, it aimed to answer the following


questions:
What is the business profile in terms of;

Type of Business
Year in Operation
What
 is the level of social media influence to the marketing and
promotion of Tourism and Hospitality industry in terms of:
Facebook
Instagram
Twitter
You tube
Website
What is the level of status of tourism and hospitality

management after posting promotions on social media in terms
of:
Sales
Popularity
Occupancy
 
 FINDINGS
The following findings are based on the research
accomplished during the course of the study.
Business Profile
The study disclosed that 50% of the respondents came
from the hotel industry and the other 50% of the
respondents came from the restaurant industry.
The same thing revealed that 50% of the establishments
are still new in this industry and on rise with today’s
trends, 25% had been in business for 11-20 years and
another 25% of the business establishment had operated
for more than 20 years already.
 Level of social media influence to the marketing
and promotion of Tourism and Hospitality
Industries
 This shown that Facebook had highly influenced
the marketing and promotion of business
establishments with weighted mean of 4.75.
Youtube also had highly influenced the business
establishment having 4.55 weighted mean while
twitter was the least influenced with 3.64 weighted
mean. It also shown that many establishments used
Facebook the most in advertising and promoting
their products and or services. 
 Level of status of tourism and hospitality
management after posting promotions on social
media
 The study revealed that Facebook top the
marketing and promotion practices of a business
establishment with weighted mean of 4.64.
Youtube with weighted mean of 4.26 that is also
very highly practiced in hotels and
restaurants.Promoting using Twitter is the least
practiced by hotels and restaurant with weighted
mean of 3.15. It revealed that majority of the
establishments had practiced advertising using
Facebook.
 Thisalso shown that the respondents had strongly
agreed that using social media boosts the hotel and
restaurant popularity with weighted mean of 4.68
as well as has strongly agreed that using social
media increases profit after promoting their
products and services online with weighted mean
of 4.51. They also strongly agreed that boosting
popularity on hotel and restaurant thus increases
food orders and or availment on the services, food
sales and room occupancy with weighted mean of
4.44. Using social media platforms boots hotel and
restaurant popularity.
 CONCLUSION
 Business establishments who are using social
media platforms are on rise with today’s trends.
These establishments are often hooked in using
social media platforms such as Facebook,
Instagram, Twitter, Youtube and own website in
advertising and promoting their products and or
services.
 The use of these platforms became an essential
marketing and promotion strategies for
hospitality and tourism industries.
 It is evident that business establishments such as
hotels and restaurants had practiced and been
practicing using these social media platforms.
 Most of these establishments became more attuned
in using Facebook platform in marketing and
promoting their products and or services.
 Using social media platforms had greatly
influenced these business establishments. Hence
has made an opportunity and advantage in uplifting
the business establishment’s sales/profits,
popularity and occupancy.
 RECOMMENDATION
 Based upon the study, following could be the
recommended strategies for marketing and
promotion of tourism and hospitality industries:
 The Department of Tourism of Dipolog City and
within Zamboanga del Norte with its nearby
municipalities shall adopt the use of the social
media platforms such as Facebook, Instagram,
Twitter, Youtube and own website in the
marketing and promotions of certain products and
or services.
 More promotional activities of hospitality
and tourism industries need to be
undertaken via Facebook, Twitter, Instagram,
Youtube and establishments’ own website.
Since Facebook dominates the social media
platforms and many people are accessing
Facebook frequently on their mobile phones.
Hence more emphasis should be given on
Facebook for hospitality and tourism
industry’s promotions.
 Another aspect that has to be taken into is to
be carefully monitored the information
displayed about the marketing and
promotions of the business establishments’
products and or services. There should be a
consistent updated of the said products and
services as users are very regular on using
several social media platforms.
 Due to some flaws, the researchers should
expound more on the variables such as
influences of social media platforms on
customer satisfactions and the reliability of
the information of online advertisement.
 For the future researcher, look also on the
positive and negative effects of social media
advertisement.
 QOUTATION

“Nothing has such power to broaden

the mind as the ability to investigate
systematically and truly all that
comes under thy observation in life.”
- Marcus Aurelius