LEVEL OF EFFECTIVENESS OF SOCIAL MEDIA, MARKETING STRATEGIES IN PROMOTING CLOUD 9 ANTIPOLO

Abstract

One of the most interesting and vibrant industries in the world is tourism. Purposefully and sustainably planning and developing tourism is crucial, as is finding ways to balance the economic, social, and environmental goals of society. Sustainable tourism development management must maintain a high level of customer satisfaction, guarantee a memorable experience for customers, raise their awareness of sustainability issues, and encourage sustainable tourism practices among them. Cloud 9 Sports and Leisure Club, which first began as a restaurant in 1995, is one of the most well-known recreation centers. In time, it expanded to incorporate accommodations as well as more recreational activities and amenities. The purpose of the study was to increase the researchers' understanding of social media. 52 Cloud 9 Antipolo visitors were the subjects of this study, which used a quantitative descriptive methodology. According to the study, awareness of social marketing strategies is rated as "effective" for both men and women, destination promotion is rated as "moderately effective" for men and "effective" for women, tourist attraction improvement is rated as "strongly effective" for both men and women, and sustainable tourism is rated as "effective" for men and "strongly effective" for women. To enhance the social media strategy and overall customer engagement for Cloud 9 Sports and Leisure Club, the following comprehensive improvement plan is recommended:​  Implement prices based on demand fluctuations, optimizing revenue during peak times and attracting visitors during off-peak periods. Ensure all updated prices are clearly visible on the official website and social media platforms, enabling visitors to make informed decisions.​  Benchmark prices against similar establishments to maintain competitiveness while ensuring profitability.​ Create engaging short-form videos showcasing activities, events, and testimonials to tap into TikTok's vast user base, especially among younger audiences. Encourage visitors to share their experiences by creating branded hashtags and featuring user-generated content on official channels. This approach fosters community and trust.​ Influencer Partnerships: Invite travel influencers and bloggers to experience and review the facilities, leveraging their followers to expand reach. Organize familiarization tours for travel writers and media personnel to generate authentic content and media coverage.  Seasonal Events Planning: Develop and promote seasonal events and themed activities to attract repeat visitors and generate buzz.​ Offer workshops, such as cooking classes, art sessions, or wellness programs, to provide enriching experiences for guests.​ Utilize social media analytics and website traffic tools to track engagement, identify popular content, and adjust strategies accordingly. Regularly solicit feedback through surveys and reviews to identify areas for improvement and adapt offerings to meet visitor expectations.​ By implementing this plan, Cloud 9 Sports and Leisure Club can enhance its online presence, engage effectively with potential visitors, and offer competitive and appealing services that resonate with a broad audience.