AHS SENIOR HIGH SCHOOL

EFFECTIVENESS OF SOCIAL MEDIA

LANDSCAPE AND ITS INFLUENCE
TO TOURISM IN THE MUNICIPALITY
OF BANGUED
 BACKGROUND OF THE STUDY

In recent years, social media has become ubiquitous and most important for social
networking, content sharing and online accessing. Communication is essential for any
corporation and business. It has different categories such as verbal and non-verbal
communication. Verbal communication includes face-to-face, telephone, radio or
television while non-verbal communication consists of the letter, e-mail, books,
magazines or the internet. Instagram, Facebook, YouTube, Blogs, and Websites. These
social networking sites are also frequently used by the individual in the hospitality
industry to reach a number of people in promoting products and services. It is imperative
for marketing managers to continuously find a solution to appeal and to keep new and
current consumers. A growing number of resort and spa destinations are spreading their
wings and reaching a wider customer base via social media. Batangas Province, for
instance, being well-known for its magnificent landscapes, thriving culture, and top-notch
tourism attractions which is the resorts is increasing its popularity thru social media
marketing.

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As stated by Dexter and Nancy (2014) Social media tools are changing
the way people communicate . advance in mobile technology have
made social media more accessible. The business world is now
experiencing a technology-driven shift due to the extensive adoption of
social media by both consumers and organizations. Experts believe
that such changes in technologies and their resulting challenges for
marketers have great impact on tourism destinations. Individual and
groups create and exchange content and engage in person- to -person
conversations. They appear in many forms including blogs and micro
blogs, forums and message boards, social networks, wikis, virtual
worlds, social bookmarking, tagging and news, writing communities,
digital storytelling and scrapbooking, and data, content, image and
videos haring, podcast portals and collective intelligence. 3
As stated by Jehoana (2021) A resort is a place with a lot of special amenities for rest,
relaxation, and entertainment. Resorts are designed To attract a wide range of
vacationers and encourage tourism. It might be a location, a community, or a business
that is owned and operated by anyone who fits certain criteria. When it comes to hotels or
resorts, guests that choose to stay at one hotel or resort over another are termed loyal.
Preferring a certain hotel or resort brand over others. Calculating a guest’s lifetime worth
to the hotel/resort or brand is a part of assessing how far to go to earn their loyalty.
Valuing guest loyalty through services provided by the owner aside from the resort’s
location is maintaining quality and developing more through innovation and advancement
of technology, which will aid a marketing strategy to encourage more people to visit the
site, which is not just fiction but reality. Tourist experiences are so devoured not just while
on vacation, but also subsequently by recreating them as stories, which allows the tourist
to make sense of the events he witnessed (Carringan et al., 2017).
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Furthermore, timeliness expectations differ depending on the kind of
complaint (reservations, accommodations, billing, and service),
allowing for better management of timeliness difficulties when resolving
complaints (Istanbulluoglu, 2017). According to Wang et al. (2017) the
use of cellphones in the tourism sector is a relatively new phenomenon.
Past researches have validated the importance of customer
satisfaction, service quality and value as prerequisites of customer
loyalty formation (Mohammed et al., 2015).

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THEORETICAL FRAMEWORK/RESEARCH PARADIGM

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STATEMENT OF OBJECTIVES/THE PROBLEM

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METHODOLOGY

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RESULTS

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SUMMARY, CONCLUSIONS, RECOMMENDATIONS

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