Assessing Social Media Marketing of Select Beach Resorts in Pantukan

Ritchel P. Villaver; Anna Marie K. Dela Madrid; Ken Lenard M. Galinato; Jillian Kris Lauronilla

doi:10.55529/jsrth.25.31.34

Assessing Social Media Marketing of Select Beach Resorts in Pantukan

https://doi.org/10.55529/jsrth.25.31.34

Authors

Ritchel P. Villaver Department of business administration, University of Mindanao-Tagum College
Anna Marie K. Dela Madrid Department of business administration, University of Mindanao-Tagum College
Ken Lenard M. Galinato Department of business administration, University of Mindanao-Tagum College
Jillian Kris Lauronilla Department of business administration, University of Mindanao-Tagum College

Keywords:

Social Media marketing, Beach resorts, Local Tourism

Abstract

This study sought to assess the effectiveness of social media marketing on selected beach resorts in Pantukan. The study is quantitative by nature and involved 485 Facebook users who follow the Facebook pages of beach resorts in Pantukan. A questionnaire was designed to measure the effectiveness of social media marketing. The said instrument was intentionally designed to suit the context of the study. The identified indicators of effectiveness are as follows: information, entertainment, convenience, self-expression, and social interaction. Results show that all indicators of effectiveness were all high. This means that beach resorts were effective in social media marketing.

Published

2022-09-29

How to Cite

Ritchel P. Villaver, Anna Marie K. Dela Madrid, Ken Lenard M. Galinato, & Jillian Kris Lauronilla. (2022). Assessing Social Media Marketing of Select Beach Resorts in Pantukan . Journal of Social Responsibility,Tourism and Hospitality, 2(05), 31–34. https://doi.org/10.55529/jsrth.25.31.34