Philippine E-Journals

Influences of Social Media Platform toward Marketing Activities of Selected Travel Agencies in Laguna

Manpreet Kaur | Anjelo Joshua Geronimo | Mary France Victoria

 

Abstract:

The study examined the influences of social media in the marketing of selected travel agencies in Laguna. Specifically, it identified the social media platforms used, and their advantages and disadvantages in the marketing activities of the travel agencies. Key informant interview, observation, and document review were utilized in gathering data for this research. Ten key informants or travel agencies participated in this study, including the owners, sales and marketing managers, and technical managers. Results showed that Facebook was the most preferred by travel agencies for their marketing activities, although Instagram and Twitter were used too. The convenience social media provide in promoting or creating brand exposure and their cost effectiveness were the advantages found, while the big competition on social media platforms was the disadvantage. With this, the researchers recommended to the travel agencies to use social media platforms in creating better promotional experiences. On the travel agencies’ expressed concerns on negative feedback and bashers, the researchers recommended to properly monitor and control their social media platforms and to respond to feedback as soon as possible to fix any issues and concerns faced by the customers; also, to report suspicious accounts so that their comments will be removed by Facebook.