UTILIZATION OF SOCIAL MEDIA PLATFORM AS TOURISM MARKETING TOOL OF WANDERTRIFT: BASIS FOR PROMOTIONAL PLAN

Abstract

The primary objective of this study is to evaluate the utilization of social media platforms as a tourism marketing tool for Wandertrift, serving as the foundation for a promotional plan. Specifically, it aims to assess the effectiveness of social media in marketing efforts based on the four key elements of the marketing mix: Product, Price, Place, and Promotion. Through this assessment, the study seeks to provide insights into how social media enhances brand visibility, customer engagement, and overall marketing effectiveness for Wandertrift. The study employed a descriptive evaluative research design, targeting 50 selected TikTok users. This approach aimed to analyze the effectiveness of social media platforms, particularly TikTok, as a tourism marketing tool for Wandertrift. By gathering insights from common users, the study assessed the impact of social media on marketing strategies based on key factors such as Product, Price, Place, and Promotion. The study findings reveal that TikTok is highly popular among users aged 19 to 22, with a majority being female who spend an hour or less on the platform daily. Wandertrift Travel and Tours actively utilizes TikTok as part of its marketing strategy. Both male and female respondents strongly agreed with all assessed factors related to social media platform effectiveness—except for the "Product" variable.  A key challenge identified by respondents was the prevalence of misleading information on social media. Additionally, the study found no significant relationship between the assessment of social media platforms and the frequency of TikTok usage, suggesting that user perception of TikTok's effectiveness as a marketing tool is independent of how often they use the platform. The study provides several recommendations to enhance Wandertrift Travel & Tours’ marketing strategy on TikTok:  Place: Encourage TikTok users to share their parking experiences, offering advice and insights to help fellow travelers. Product: Partner with local businesses to showcase innovative and portable product packaging designs, enhancing overall appeal. Price: Organize TikTok challenges and competitions where users can win free or discounted trips to boost engagement and attract potential travelers. Promotion: Utilize TikTok’s interactive features, such as surveys, Q&A sessions, and live streaming, to engage with potential customers and highlight the benefits of early booking. Additionally, the study recommends that Wandertrift Travel & Tours adopt the proposed promotional plan to develop effective marketing strategies that attract travelers to specific destinations.