Philippine E-Journals

The Impact of Social Media in the Promotion of Makiling Botanic Gardens in Los Banos, Laguna

Juan Miguel Dela Torre | Vincent Kyle Buenaventura | Allyza Nicole Suazo | Mariella Danette Abesamis

 

Abstract:

Social media in the tourism industry has made an immense impact on tourism-related businesses because of the advancement and ease it provides. This study determined the impact of social media in the promotion of Makiling Botanic Gardens (MBG) based on four indicators: advertising, profit, customer satisfaction, and product development. Randomly selected visitors of MBG and the Management were the respondents of the study. To interpret the gathered data, the researchers used descriptive statistical tools and weighted mean average in the first part and qualitative descriptive analysis in the second and third parts. Based on the results, the visitors of MBG noted both the positive and negative impacts that social media brings to MBG. According to them, an ecotourism site like MBG functions well if it utilizes social media well. Interview revealed that the visitors were fully aware of the importance of social media in the promotion of a tourism-related, government-regulated business like MBG. It also indicated that the MBG staff need to devote full attention in maintaining the site updated and responsive to their customers. The MBG Management, on the other hand, pointed out that the introduction of social media had helped them in promoting their products. Many of their activities were better promoted when they switched online. Besides eco-friendly projects like Bambike, they also have upcoming developments in MBG like the construction of canopy towers with hanging bridges and a souvenir café. They will be needing more manpower for the projects. The study concluded that social media has a positive impact on the promotion of MBG. Ever since the site started using social media, visitors had greater insight on MBG resulting in developments like the improvement of marketing materials, development of products, improvement of both basic and leisure facilities, and the solidification of its brand image. The researchers recommended greater investment in MBG from the local government unit, further utilization of the social media platforms for better interaction with customers, and, for the future researchers, continuation and/or modification of the present study.