Philippine E-Journals

Tourism in a Post-Millennial Context: The Effectiveness of Social Media as a Tool in Promoting Responsible Tourism Awareness among Letran-Calamba Students

Ivan Joshua Mendoza | Angelo Miguel Paguyo | Ronn Keister Rulloda

 

Abstract:

The study determined the effectiveness of social media as a tool in promoting awareness about responsible tourism. Randomly selected students from SHS and College in Letran — Calamba were the respondents of the study. Different tools were used in interpreting data, namely, descriptive statistical tools, specifically, weighted mean, frequency, and percentage. Social media immensely influences the hospitality industry. Sustainable tourism development will gain popularity and strength by promoting and utilizing different creative knowledge that can be of use to broaden the awareness of millennials about responsible tourism. Survey revealed that most of the respondents were aware of responsible tourism; social media emerged top as to where they learned responsible tourism. On the level of effectiveness of social media, based on the three indicators, namely, exposure, consistency, and engagement, all of the indicators were rated “Highly Effective”. Social media had been an effective tool on the promotion of responsible tourism, according to the senior highschool and college students. The study concluded that the respondents have learned about responsible tourism through social media but the school also plays a vital role on the information dissemination with the post-millennial generation. It then recommended that responsible tourism should be comprehensively promoted to the senior high school and college students of the Colegio to make them fully aware and responsible tourists and students. Everyone should continue to take part in social media by starting the interaction through liking, commenting, or sharing things about responsible tourism.