Home⇛Journal of Tourism and Hospitality Research⇛vol. 21 no. 1 (2024)

Utilization Of Social Media Platform Strategies Among Beach Resorts In Second District Of Batangas

Johncelle C. Seño | Mavien Jenina S. Maningat | Ayhen Nicole C. Mercado | Kyle Trishia A. Pacia | Karl Raven M. Sabado | Sevilla S. Felicen

 

Abstract:

This research delved into the utilization of social media platforms to boost beach resorts in the Second District of Batangas. The findings of the study revealed that social media served as an efficacious tool for promoting beach resorts, due to its capacity to expand the reach of businesses, interact with potential customers, and establish a favorable brand image. Nonetheless, the research also identified some obstacles in utilizing social media for promotional purposes, such as the need to generate top-notch content, evaluate the outcomes of campaigns, and address negative feedback. The present investigation evaluated the employment of social media tactics in beach resorts situated in the Second District of Batangas. A descriptive quantitative research design was implemented, and a survey was conducted among 197 guests hailing from diverse beach resorts within the region. The findings demonstrated that the most leveraged social media platforms by beach resorts in the Second District of Batangas are Facebook, Instagram, TikTok, YouTube, and Resort Website. Regarding online marketing strategies, the most favored tactics entail posting images and videos of the resort, providing discounts and promotions, and organizing competitions and giveaways. Furthermore, the study revealed that there exists a significant variance in the utilization of social media strategies among beach resorts located in different municipalities.



References:

  1.  Acharjee, S., & Ahmed, T. (2023). The Impact of Social Media on Tourists' Decision-Making Process: An Empirical Study Based on Bangladesh. Journal of Social Sciences and Management Studies, 3, 56–71. https://doi.org/10.56556/jssms.v3i1.685
  2. Ali,B.J.Anwar,G.(2021).MarketingStrategy: Pricing Strategies and Its Influence on Consumer Purchasing Decisions. International Journal of Rural Development, Environmentand Health Research,5(2). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3837579
  3. Ansori, M., & Taopan, L. L. (2019). A Multimodal Discourse of Promotional Video Wonderful Indonesia. English and Literature Journal, 6(1), 1-18. https://doi.org/10.24252/elite.v6i1a1
  4. Atienza, M. M. (2019). Social Media Marketing (SMM): Measuring Its Effects to Resorts in Batangas Province, Philippines. Atienza, MM (2019) Volume, 1, 53-62.
  5. Bautista, J. C., Castillo, A., & De Chavez, K. (2019). A Study on the Factors Affecting the Development of Beach Resorts in Batangas. International Journal of Scientific Research and Management, 7(1), 33-40. https://doi.org/10.21276/ijsrm.2019.7.1.005
  6. Bleier, A., De Keyser, A., & Verleye, K. (2018). Customer Engagement through Personalization and Customization. In Digital Transformation in Business and Society (pp. 49-63). Springer. https://doi.org/10.1007/978-3-319- 61985-9_4
  7. Chan, S. (2020). The Project of Digital Marketing Strategy for Naroth Beach Bungalow Resort in Cambodia. http://digilib.k.utb.cz/handle/10563/48660
  8. Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in Personalized marketing: Trends and Ways Forward. Psychology & Marketing, 39(8), 1529–1562. Wiley. https://doi.org/10.1002/mar.21670
  9. Castro, Conceicao & Ferreira, Fernanda. (2018). Online Hotel Ratings and Its Influence on Hotel Room Rates: the case of Lisbon, Portugal. Tourism Management Studies, Special Issue Hospitality, 14(S/1), 63-72. Tourism & Management Studies. 14. https://www.researchgate.net/publication/282803713
  10.  Cabal et al., (2021) Experiences on Extreme Weather Events and Promotion Strategies of Resort Business Owners in Zambales,Philippines. https://www.ajhssr.com/wp- content/uploads/2021/05/N2155112121.pdf
  11. Chatterjee, J., & Dsilva, N. R. (2021). A Study on the Role of Social Media In Promoting Sustainable Tourism In The States of Assam and Odisha. Tourism Critiques, 2(1). https://doi.org/10.1108/TC-03-2021-0012
  12. De Guzman, J. C. D., Abanilla, J. G. R., & Abarquez, K. E. L. (2020). Guest Satisfaction and Loyalty among Beach Resorts in Laiya, Batangas. Journal of Tourism and Hospitality Research, 17(1), 71-102. https://research.lpubatangas.edu.ph/wp-content/uploads/2020/06/JTHR- 2020-005.pdf
  13. De Guzman, L. S., Santos, R. C., & De Chavez, K. (2021). The Role of Social Media in The Marketing of Beach Resorts in Batangas. International Journal of Scientific Research and Management, 8(5), 33-40. https://doi.org/10.21276/ijsrm.2021.8.5.005
  14. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2021.102168
  15. Guo, Y., Yu, M., & Zhao, Y. (2024). Impact of Destination Advertising on Tourists’ Visit Intention: The Influence of Self-Congruence, Self-Confidence, and Destination Reputation. Journal of Destination Marketing & Management, 31, 100852. https://doi.org/10.1016/j.jdmm.2023.100852
  16. Gupta, V. (2019). The Influencing Role of Social Media in The Consumer’s Hotel Decision-Making Process. Worldwide Hospitality and Tourism Themes, 11(4), 378-391. https://doi.org/10.1108/WHATT-04-2019-0019
  17. Gupta, S., & Chopra, C. (2020). Impact of Social Media on Consumer Behaviour. ResearchGate. https://doi.org/10.13140/RG.2.2.26927.15527
  18. Gomez, R. (2023). The Importance of Social Media Marketing: 7 Stats That Prove Social’s Role In Business Success. Sprout Social. https://sproutsocial.com/insights/social-media-marketing-stats/
  19.  Huang, X., Dai, S., & Xu, H. (2020). Predicting Tourists' Health Risk Preventative Behaviour and Travelling Satisfaction in Tibet: Combining the Theory of Planned Behaviour and Health Belief Model. Tourism Management Perspectives, 33, 100589. https://doi.org/10.1016/j.tmp.2019.100589
  20. Hiselius, L. W., & Arnfalk, P. (2021). When the Impossible Becomes Possible: COVID-19’s Impact on Work and Travel Patterns in Swedish Public Agencies. European Transport Research Review, 13(1), 1-10. https://doi.org/10.1186/s12544-021-00471-9
  21. Hutami, D. A., & Narottama, N. (2021). Marketing strategy for Palmilla Beach Club in Melasti Beach, Ungasan. American Journal of HumanitiesandSocialSciencesResearch,5(5),314-319. https://www.ajhssr.com/wp-content/uploads/2021/05/ZG2155314319.pdf
  22. Hysa, B., Karasek, A., & Zdonek, I. (2021). Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 idea. Sustainability, 13(3), 1018. https://doi.org/10.3390/su13031018
  23. Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. Proceedings of the 50th Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2017.136
  24. Jeswani, R. (2023). The Role and Importance of Social Media Marketing in Brand Building. Irish Interdisciplinary Journal of Science & Research, 7(1), 1-9. https://doi.org/10.46759/IIJSR.2023.7401
  25. Jorgio, G. F. (2024). Visual Content Reigns in Content Marketing – Here’s Why. Propelrr. https://propelrr.com/blog/visuals-reign-content-marketing
  26. Kara, N. S., & Mkwizu, K. H. (2020). Demographic Factors and Travel Motivation Among Leisure Tourists in Tanzania. International Hospitality Review, 34(1), 81-103. https://www.emerald.com/insight/content/doi/10.1108/IHR-01-2020-0002/full/html
  27. Karatsoli, M., & Nathanail, E. (2020). Examining Gender Differences of Social Media Use for Activity Planning and Travel Choices. European Transport Research          Review, 12(1), 1-9. https://etrr.springeropen.com/articles/10.1186/s12544-020-00436-4
  28. Keelson, S., Bruce, E., Bankuoru Egala, S., Amoah, J., & Jibril, A. B. (2024). Driving Forces of Social Media and Its Impact on Tourists’ Destination Decisions: A Uses and Gratification Theory. Cogent Social Sciences, 10. https://doi.org/10.1080/23311886.2024.2318878
  29.  Kim, J.-W., Lee, S.-Y., & Woo, H.-J. (2017). The Impact of Widowhood on Travel Behavior. Tourism Management,  60, 101-108. https://doi.org/10.1016/j.tourman.2016.12.009
  30. Kim, J., Park, M., & Kim, S. (2019). The Role of Websites in Tourism Marketing. Tourism Management, 70, 232-241. https://doi.org/10.1016/j.tourman.2018.09.006
  31. Kim, J.-W., Lee, S.-Y., & Woo, H.-J. (2017). The Impact of Social Media On Price Perception. Computers in Human Behavior, 73, 441-448. https://doi.org/10.1016/j.chb.2017.03.028
  32. Lachica et al., (2020). Facebook as a Social Media Platform on Selected Beach Destinations in Laiya, San Juan, Batangas. IOER International Multidisciplinary Research.Journal,2(3),80-88. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3703695
  33. Lanina, V. (2020). Digital marketing in the SPA-resort Product Promotion. In E3S Web of Conferences (164, 09037). EDP Sciences. https://doi.org/10.1051/e3sconf/202016409037
  34. Lazo, M. M. (2019). Social Media Marketing (SMM): Measuring Its Effects to Resorts in Batangas Province, Philippines. IOER International Multidisciplinary Research Journal, 1(1), 53-62.
  35. Lei, S. S. I., Pratt, S., & Wang, D. (2017). Factors Influencing Customer. Engagement with Branded Content in The Social Network Sites of Integrated Resorts. Asia Pacific Journal of Tourism Research, 22(3), 316-328. https://doi.org/10.1080/10941665.2016.1250792
  36. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. Sagepub. https://doi.org/10.1509/jm.15.0420
  37. Li, F., Larimo, J. & Leonidou, L.C. Social Media Marketing Strategy: Definition, Conceptualization, Taxonomy, Validation, and Future Agenda. J. of the Acad. Mark. Sci. 49, 51–70 (2021). https://doi.org/10.1007/s11747-020-00733-3
  38. Luiu, C., & Tight, M. (2021). Travel Difficulties and Barriers During Later life: Evidence from the National Travel Survey in England. Journal of Transport Geography, 91, 102973. https://doi.org/10.1016/j.jtrangeo.2021.102973
  39. Marasigan, M. A. Y., & Borbon, N. M. D. (2021). Destination Competitiveness in the View of Resort Managers. International Journal of Research, 10(1), 23-35.
  40.  Mohammed, N. H., Abdullah, S., Salleh, S. M., Rashid, K. M., Hamzah, S. F. M., & Sudin, N. (2017). Relationship Among Service and Product Quality, and Price in Establishing Customer Satisfaction. Journal of Biological and Environmental Sciences, 7(5), 45-50.
  41. Munasinghe, L. M., Gunawardhana, T., Wickramaarachchi, N. C., & Ariyawansa, R. G. (2022). Platformization of Travel and Tourism Real Estate: A Study on the Operation of Online Tourist Accommodation Booking Platforms in Sri Lanka. Tourism and Sustainable Development Review, 3(2), 57-73. http://www.ijcp.or.id/index.php/journal/article/view/68
  42. Marasigan, M. A. Y., & Borbon, N. M. D. (2021). Destination competitiveness in the view of resort managers. International Journal of Research, 10(1), 23-35.
  43. Nguyen, T. (2021). Social Media in Resort Business: Case Study: Intercontinental PhuQuoc Long Beach Resort. https://www.theseus.fi/handle/10024/503572
  44. Nagle, T.T., & Muller, G. (2018). The Strategy and Tactics of Pricing. New York; London: Routledge Taylor & Francis Group https://www.taylorfrancis.com/books/mono/10.4324/9781315185309
  45. Natividad, N. C., Rivera, R. G., & Pascua, I. F. (2021). 4Ps of Marketing Among Selected Resorts in Cabanatuan City. International Journal of Advanced Engineering, Management and Science, 7(5).
  46. Ofori-Okyere, I. (2019). The Role of Social Media Platforms in The Promotion of Beach Resorts in the Western Region of Ghana. ADRRI Journal of Arts and Social Sciences, 16(6), 99-124.
  47. Paton, J. (2022). What is Customer Engagement and Why Is It Important? - Dotdigital. Dotdigital.com. https://dotdigital.com/blog/what-is-customer- engagement-and-why-is-it-important/
  48. Paul, H., Roy, D., & Mia, R. (2019). Influence of Social Media on Tourists' Destination Selection Decision. Scholars Bulletin, 5. https://doi.org/10.36348/SB. 2019.v05i11.009
  49. Perinotto, Araújo, Borges, Soares, Cardoso, Lima Santos, (2022) The Development of the Hospitality Sector Facing the Digital Challenge. Behav. Sci. 2022, 12, 192. https://doi.org/10.3390/bs12060192
  50.  Putranto, W. A., & Fajry, A. N. (2018). Content Marketing Strategies Via Instagram for Indonesian Libraries. In the 84th IFLA General Conference and Assembly, Kuala Lumpur, Malaysia. https://library.ifla.org/id/eprint/2141
  51. Punnasuparom, P., & Choibamroong, T. (2020). Hotel Website Quality Factors Influencing High-Quality Tourists’ Online Purchasing Intentions: A Luxury, Boutique Hotel in Bangkok. International Journal of Innovation, Creativity, and Change, 13(6), 426-441. https://www.ijicc.net/images/vol_13/Iss_6/13644_Punnasuparom_2020_
  52. QUICO, C. A. C. THE STEWARDSHIP OF BEACH RESORTS IN SURIGAO DEL SUR FOR ITS SUSTAINABILITY. http://www.ejikei.org/Conf/ICTCBW2018/proceedings/materials/proc_files/GS_papers/GS_A003/Camera_ready_manuscript_ICTCBW2018_GS_A003.pdf
  53. Rao, S. (2016). Marketing of Resorts & Homestays to Ecotourists Through Websites in Coastal Karnataka: A content analysis. Nitte Management Review, 10(1),45-60.
  54. Ricafort, M. V., & Borbon, N. M. D. (2020). Status of Marketing Strategies Towards Tourist Attraction and Local Products: In the Case of Lobo, Batangas, Philippines.  International  Journal  of  Research,  9(7),  91-96. https://doi.org/10.5861/ijrse.2020.5917
  55. Sharma, S. (2024). Marketing in the Digital Age - Adapting to Changing Consumer Behavior. International Journal of Management and Business Intelligence, 2, 1-14. https://doi.org/10.59890/ijmbi.v2i1.1330
  56. Trebicka, B., Tartaraj, A., & Harizi, A. (2023). Analyzing the Relationship Between Pricing Strategy and Customer Retention in Hotels: A Study in Albania. F1000Research, 12, 690. https://doi.org/10.12688/f1000research.132723.1
  57. Tuan, N. H., & Toan, L. D. (2022). Antecedents and Intention to Revisit: Experimental Research for the Beach Resort Tourism in Central Provinces, Vietnam. International Journal of Applied Management Science, 14(4), 336-355. https://doi.org/10.1504/IJAMS.2022.127007
  58. Teng, Y. M., Wu, K. S., & Chou, C. Y. (2020). Price or Convenience: What Is More Important for Online and Offline Bookings? A Study of A Five-Star Resort Hotel    in    Taiwan. Sustainability, 12(10),    3972. https://doi.org/10.3390/su12103972
  59.  Uğurlu, K. (2022). Technology in Tourism Marketing. In: Hassan, A. (eds) Handbook of Technology Application in Tourism in Asia. Springer, Singapore. https://doi.org/10.1007/978-981-16-2210-6_4
  60. Villaver et al., (2022). Assessing Social Media Marketing of Select Beach Resorts in Pantukan. Journal of Social Responsibility, Tourism and Hospitality (JSRTH) ISSN2799-1016,2(05),1-34 http://journal.hmjournals.com/index.php/JSRTH/article/view/1192
  61. Viljoen, A. H., Saayman, M., % Kruger, M. (2019). Satisfying Visitors’ Needs: What to resort to. South African Journal of Business Management, 50(1), 1-12. https://journals.co.za/doi/abs/10.4102/sajbm.v50i1.1370
  62. Wang, H., & Yan, J. (2022). Effects of Social Media Tourism Information Quality on Destination Travel Intention: Mediation Effect of Self-Congruity and Trust.   Frontiers   in   Psychology,   13,   Article   1049149. https://doi.org/10.3389/fpsyg.2022.1049149
  63. Wangui, W. L., Kiragu, D., Wachira, A. (2018). Effect of Pricing Strategy and Growth of Selected Resorts in Nyeri County, Kenya, International Journal of Academic Research in Accounting, Finance and Management Sciences, 8 (1): 205-214. http://dx.doi.org/10.6007/IJARAFMS/v8- i1/4046
  64. Ylagan, G. B., Bueno, C. J., & Felizardo, M. E. T. A Comparative Study of Nasugbu, Batangas Beach Resorts: Basis for Crafting A Marketing Plan of RSAM Beach Resort and Pamana Beach Resort. SDCA Student Research Journal, 1. https://www.researchgate.net/profile/Belinda-Abdon-Liwanag/
  65. Ylagan, M. A. C. (2018). Measuring the Resort Business Competitiveness in Batangas Province. Asia Pacific Journal Education, Arts and Sciences, 5(2). http://research.lpubatangas.edu.ph/wp-content/uploads/2019/01/APJEAS-2018.5.2.11.pdf
  66. Zhang, Z., Plathong, S., Sun, Y., Guo, Z., Munnoy, T., Ma, L., ... & Tanboot, L. (2020). Analysis of the Island Tourism Environment Based on Tourists' Perception—A Case Study of Koh Lan, Thailand. Ocean & Coastal Management, 197, 105326. https://doi.org/10.1016/j.ocecoaman.2020.105326
  67. Zhu & Fan (2018). Daily Travel Behavior and Emotional Well-Being: Effects of Trip Mode, Duration, Purpose, and Companionship. Transportation Research Part    A:    Policy    and    Practice,    118,    360-373. https://doi.org/10.1016/j.tra.2018.09.019 

Tools


Copyright © 2025  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic