EFFECTIVENESS OF SOCIAL MEDIA PLATFORM AS A PROMOTIONAL STRATEGY OF LOCAL TOURIST DESTINATIONS IN QUEZON CITY: A PROPOSED PROMOTIONAL PLAN

Abstract

Social media has revolutionized the tourism industry by serving as a dynamic platform for promoting destinations and influencing travelers' decisions. Platforms like Instagram, TikTok, and Facebook enable users to share real-time updates, photos, and reviews, providing authentic insights that shape potential visitors' choices. This user-generated content serves as a valuable resource, enabling travelers to make informed decisions based on firsthand experiences. ​  Beyond individual travel planning, social media plays a significant role in destination marketing. Tourism organizations leverage these platforms to engage with audiences, showcase attractions, and promote cultural values. For instance, campaigns that encourage sharing personal travel stories not only increase engagement but also foster a sense of community among travelers. ​  Moreover, social media holds a social responsibility to bridge local, national, and international cultural values, contributing to societal and economic development. By disseminating diverse cultural content, media platforms can promote understanding and appreciation among different communities, thereby enhancing social cohesion and supporting economic growth through increased tourism. ​  However, it's important to acknowledge that while social media can positively influence tourism, it also presents challenges such as over tourism and the potential for cultural commodification. Therefore, sustainable practices and mindful promotion are essential to ensure that tourism development benefits both visitors and host communities. The study employs a descriptive research design, which is effective for observing and measuring variables without manipulating them, thereby identifying characteristics, trends, and correlations. ​  To gather pertinent data, you have chosen purposive sampling, a non-probability sampling technique where participants are intentionally selected based on specific characteristics relevant to the research objectives. This method is particularly useful when targeting specific groups, such as travelers, mini-vloggers, and content creators, who can offer insights aligned with your study's aims. ​   For data collection, utilizing a survey questionnaire distributed through Google Forms is an efficient approach. This method allows for the collection of standardized data from a geographically dispersed sample, facilitating ease of analysis. Ensuring that the questionnaire encompasses key elements—such as demographic information, social media usage patterns, and perceptions of tourism promotion—will help obtain comprehensive data aligned with your research objectives.​  By integrating a descriptive research design with purposive sampling and a well-structured survey instrument, your study is well-positioned to derive meaningful insights into the role of social media in tourism promotion. Analyzing the social media preferences of travelers, mini-vloggers, and content creators provides valuable insights for businesses and marketers aiming to promote local tourist destinations in Quezon City. Understanding these preferences enables the development of targeted marketing strategies, enhancing online presence and engagement. This approach leverages the influential role of social media platforms in shaping travel decisions, thereby boosting the effectiveness of promotional efforts for Quezon City's tourism sector. Negative user reviews and feedback on social media platforms can significantly deter potential tourists from visiting local destinations. Such reviews influence travelers' decision-making processes, as many rely on the experiences and opinions shared by others when planning their trips. A study highlighted that social media comments and personal experiences strongly affect prospective travelers' choices, underscoring the importance of managing online reputation. ​  Insufficient knowledge in effectively utilizing social media for promoting local tourist destinations often leads to strategies that merely establish an online presence without achieving meaningful engagement. This lack of a clear and measurable strategy can result in missed opportunities to attract and retain visitors. Challenges such as staying updated with the rapidly evolving social media landscape and maintaining consistency in content delivery are common obstacles for tourism businesses. ​  Additionally, inadequate internet connectivity poses a significant barrier to the effective promotion of local tourist destinations. Limited access to online resources hampers the ability of tourism stakeholders to implement timely and interactive marketing strategies, thereby reducing the competitiveness of these destinations. Addressing this issue by improving internet infrastructure can enhance operational efficiency and enrich the travel experience, making the process more enjoyable and efficient for tourists. ​  In summary, to enhance the promotion of local tourist destinations, it is crucial to manage online reviews proactively, develop informed and strategic social media marketing plans, and ensure robust internet connectivity to support these digital initiatives.