THE IMPACT OF SOCIAL MEDIA ON THE TOURISM GROWTH AS MARKETING TOOL FOR QUEZON CITY

Abstract

This study aims to examine the impact of social media as a marketing tool on the tourism growth of Quezon Memorial Circle (QMC) in Quezon City, Metro Manila. Specifically, it seeks to determine how social media influences tourists’ perceptions, behaviors, and engagement, thereby contributing to the park’s development as a popular tourism destination. The study also identifies key factors affecting visitor satisfaction, including challenges faced and recommendations for enhancing tourism growth. A quantitative research design was employed, utilizing surveys administered to a stratified random sample of QMC visitors. The population was categorized based on demographic variables such as age, gender, and location to ensure a representative sample, focusing on 50 respondents at Quezon Memorial Circle. The research instrument underwent rigorous validation to ensure both reliability and validity, with expert reviews conducted by statisticians and language specialists. This study underscores the importance of leveraging social media as an effective marketing tool to sustain and expand Quezon Memorial Circle’s presence in the competitive tourism landscape. Recommendations include developing a strategic social media marketing plan and engaging audiences through interactive, visually appealing content. The research highlights the critical role of social media in promoting Quezon City Memorial Circle (QCMC) and emphasizes that addressing the identified challenges can greatly improve its marketing effectiveness, helping maintain competitiveness in the tourism industry. This study offers actionable insights for QCMC’s management and stakeholders, providing a clear roadmap to optimize social media use as a marketing tool and enhance visitor engagement and satisfaction. This study underscores the pivotal role that social media plays in driving tourism growth at Quezon City Memorial Circle (QCMC). In today’s digital age, social media platforms have become indispensable marketing channels, shaping how potential visitors perceive, engage with, and ultimately choose tourism destinations. Through a comprehensive quantitative analysis of visitor responses, this research reveals that social media not only influences tourists’ awareness and expectations but also affects their behaviors and overall satisfaction with QCMC.