Thesis Bookbind

EFFECTIVENESS OF TOURISM PROMOTION USING FACEBOOK IN
SELECTED PRIVATE RESORTS AND EVENTS PLACE

IN SAN JOSE DEL MONTE, BULACAN
A Research Presented to the Faculty of

Tourism and Hospitality Management
STI College San Jose Del Monte
In Partial Fulfillment of the Requirements

Of the Degree Bachelor of Science in
Tourism Management
Andrea Gabrielle F. Ponseca

Nholyza Marie Gonzales
John Paolo S. De Leon
Nathalie A. Geollegue
i
APPROVAL FOR FINAL PRINTING AND REPRODUCTIONS
TITLE OF RESEARCH: Effectiveness of Tourism Promotion using

Facebook in Selected Private Resorts and Events
Place in San Jose del Monte, Bulacan.
NAME OF PROPONENTS: Andrea Gabrielle F. Ponseca

In Partial Fulfilment of the Requirements

for the degree Bachelor of Science in Tourism Management
has been examined and defended through final defense and
are now asking for approval on final printing and reproductions
Mr. Janoah B. Dela Cruz

Research Adviser
Mr. John Lewie Q. Pagco

Research Coordinator
Mrs. Razel D. Villamor

Program Head
ii
ENDORSEMENT FORM FOR FINAL DEFENSE
TITLE OF RESEARCH: Effectiveness of Tourism Promotion using

NAME OF PROPONENTS: Andrea Gabrielle F. Ponseca

In Partial Fulfilment of the Requirements

for the degree Bachelor of Science in Tourism Management
has been examined and is recommended for Final Defense.
ENDORSED BY:

Research Adviser
APPROVED FOR FINAL DEFENSE:
Mr. John Lewie Q. Pagco

Research Coordinator
NOTED BY:
Mrs. Razel D. Villamor

Program Head
January 6, 2023
iii
APPROVAL SHEET
This research entitled: Effectiveness of tourism promotion using Facebook in selected
private resorts and events place in San Jose del Monte, Bulacan. Prepared and
submitted by Andrea Gabrielle F. Ponseca; Nholyza Marie Gonzales; John Paolo S.
De Leon; and Nathalie A. Geollegue, in partial fulfillment of the Bachelor of Science
degree requirements in Tourism Management, has been examined and is recommended
for acceptance and approval.

Research Adviser
Accepted and approved by the Research Panel

in partial fulfillment of the requirements for the degree of
Bachelor of Science in Tourism Management
Mr. Janoah B. Dela Cruz Mrs. Razel D. Villamor

Panel Member Panel Member
Mrs. Bernadette A. Pangaligan

Lead Panelist
NOTED BY:
Mrs. Sheila Marie Llesol

Academic Head
January 6, 2023
iv
ACKNOWLEDGEMENTS
The researchers would like to thank the following:
We would like to acknowledge and give our warmest thanks to our Research Coordinator,
Mr. Jhon Lewie Pagco, who made this work possible. His guidance and advice carried us
to all stages of making our thesis;
We would also like to thank our Research Adviser, Mr. Janoah B. Dela Cruz for letting
our defense be an enjoyable moment and for the brilliant comments and suggestions,
thanks to you;
We would like to give a special thanks to our lead panel panelist Mrs. Bernadette A.
Pangaligan, for suggestions also and advice during our final defense;
Thank you also to our family and friends for their whole support and understanding when
undertaking our research. Your prayer for us was what sustained us this far; and
Finally, we would like to thank God for letting us through all the difficulties. We have
experienced your guidance day by day. You are the one who let us finish our research. We
will keep on trusting you for our future;
v
ABSTRACT
Title of research: Effectiveness of Tourism Promotion using
Researchers: Andrea Gabrielle F. Ponseca

Degree: Bachelor of Science in Tourism Management
Date of Completion: January 2023
This study was set to know the effectiveness of tourism promotion using Facebook in
selected private resorts and events places in San Jose del Monte, Bulacan. Our research's
main aim was to know how these businesses measure Facebook’s effectiveness in tourism
promotion and to tackle all our research questions. The qualitative method was applied
when it came to our methodology, the tools we used to gather data were both semi-
structured interviews, and our questionnaires were all answered by our respondents. We
chose purposive sampling as our sampling technique because we wanted to pick our
respondents based on their knowledge and expertise in the research subject.
Our research or conclusion is as follows; Facebook is effective when it came to tourism

promotion, as the majority of respondents state that, Facebook meets all their demands
and expectations. Enumerated is as follows, tourism promotion to attract current and
potential customers through their Facebook page. The other given role according to our
research is a communication line from management to customers, this communication
can range from simple inquiries, asking about the prices or availability of the venue as
well to booking straight away. The advantages of using Facebook in tourism promotion
have outweighed the minor problems raised by respondents.
vi
TABLE OF CONTENTS
Page
Title Page i
Approval For Final Printing and Reproduction ii
Endorsement Form for Final Defense iii
Approval Sheet iv
Acknowledgments v
Abstract vi
Table of Contents vii
List of Tables viii
List of Figures ix
List of Abbreviations x
Chapter I: Introduction 1
Background of the Study 1
Research Questions 2
Significance of the Study 3
Scope and Limitations 5
Chapter II: Review of Related Literature 6
Chapter III: Theoretical/Conceptual Framework 14
Chapter IV: Research Methodology 17
Chapter V: Presentation and Discussion of Findings 23
Chapter VI: Conclusions and Recommendations 38
References 42
Appendices 45
vii
LIST OF FIGURES
Figure Page
1 Input Process Output (IPO Model) 14
2 Official Grammarian Certificate 45
3 Request Letter 46
4 Consultation Paper 10-17-2022 47
12 Researchers’ Resume – Ponseca, A. 55
13 Researchers’ Resume – Geollegue, N. 56
14 Researchers’ Resume – De Leon, J. 58
15 Researchers’ Resume – Gonzales, N. 59
16 Proof of interview with private resorts and events place employees 60
viii
LIST OF TABLES
Table Page
1 The Role of Facebook 23
2 Promotional Cost as an Issue 24
3 Technicality and Creativity as an Issue 25
4 Privacy Concerns as an Issue 26
5 Accessibility as an Advantage 27
6 Multiple Sources of Information as an Advantage 28
7 Reliability as an Advantage 30
8 Did Facebook Meet the Demands and Expectations 31
9 The Demands and Expectations Expected of Facebook 32
10 How Facebook’s Effectiveness is Measured 33
11 Gantt Chart 61
12 Actual Research Expenses 62
ix
LIST OF ABBREVIATIONS
Abbreviations Page
1 ISM- Indian Social Media 6
2 IPO- Input Process Output 15
x
CHAPTER I
INTRODUCTION
Background of the Study

The aim of this research is to assess the effectiveness of tourism promotion using
Facebook in selected private resorts and events place in San Jose del Monte, Bulacan.
The primary focus will be on the impact of usage of online promotion through Facebook,
and whether it is positive or negative, and as to how businesses measure the effectiveness
for their brand. This chapter will go through the background of the study, which will give
an overview of the aim and reasoning of our study.
Over the last decade, we have seen the undeniable force that social media has grown into
and how all tourist destinations had to adapt to using it and try to hone it in their favor as
their social media literacy would affect their popularity with the masses. For the
Philippines specifically, we have stuck to using Facebook since its start until now it is
still our most used social media platform at 96.2% users as of the 3rd quarter of 2021.
(Statistic Research Department, July 13, 2022)
All our chosen private resorts and events places are within San Jose del Monte, which is
the city where all the researchers currently reside; using this as inspiration, we all wanted
to start, understanding resorts and events places, dealing with tourists, and understanding
tourism from the business point of view. We want to know how service providers
measure the profitability of using Facebook for tourism promotion; how they plan to
determine the business value social media has, and how to measure the importance of
social media in their organization. Through these questions, we then will be able to
determine whether tourism promotion through Facebook is effective. From there provide
our conclusion and any suggestions, we may have through information gathered in this
study about the effectiveness of tourism promotion using Facebook in selected private
resorts and events places in San Jose del Monte, Bulacan.
STI COLLEGE, SAN JOSE DEL MONTE 1

Research Questions
This study aims to determine the Effectiveness of Tourism Promotion using Facebook in
Selected Private Resorts and Events Place in San Jose Del Monte, Bulacan.
Specifically, this study has been guided by the following statement of the problems:
1. What role does Facebook play in promoting selected private resorts and events
places in San Jose Del Monte Bulacan?
1. What problems did you run into when using Facebook as a promotional tool?
1.1 Promotional cost;
1.2 Technicality and creativity and
1.3 Privacy?
2. What is the advantage of using Facebook as promotional tool?
2.1 Accessibility;
2.2 Multiple sources of Information and
2.3 Reliability?
3. Has Facebook met the demands and expectations of the selected private
resorts and events place in San Jose Del Monte, Bulacan?
4. How do the selected private resorts and events place in San Jose Del Monte,
Bulacan measure Facebook's effectiveness in their business?

Significance of the Study
This study aims to assess the effectiveness of tourism promotion using Facebook in
Selected Private Resorts and Events Places in San Jose Del Monte, Bulacan. The results
of the study will benefit the following:
Facebook Users, particularly potential tourists/customers, who provide both revenue and
brand awareness. Knowing how effective Facebook is at promoting tourism and the areas
that still need work would increase visitors' interest in the resorts and facilities.
According to this study, tourists will presume to find it easier eventually to have fast
access to all different types of information on the newest deals and best pricing, and it
will improve methods of booking.
Students, particularly those who are studying Tourism Management at STI San Jose Del
Monte, could benefit from this research because they are most likely to be interested in
the profession of the tourism industry, such as those in Resort Management and Tourism
Promotion. Students will be benefiting from this because it gives them advanced tools
supported by knowledge and awareness that can be used for academic purposes and may
be used as a student's reference. This is especially true for the latter, which develops one's
mind to be capable of an effective way to use digital marketing in the Tourism Promotion
of a Resort and Events Place. 
Resort Management, as this study aims to analyze the effectiveness of tourist promotion
via Facebook, we hope that by improving the promotion of the chosen resorts through
digital marketing, we will be able to engage guests, attract a new audience, and propel the
chosen resorts toward commercial growth. The researchers are working to boost
registration rates and market presence for their management

Taking into consideration both the benefits that the resort's workers can receive and the
need to maintain the abilities they must have to interact with visitors.
Tourism Sector in the City of San Jose del Monte, Bulacan. The development and
innovation of the tourist business have always been our primary goals as tourism
management students and researchers in the field. The host community can become a
significant contributor to the tourism economy with effective tourism promotion. The
expansion of tourism promotion and the use of modern marketing strategies show the
immense potential for tourism growth, notably in San Jose Del Monte.
Future Researchers will be able to assess the effectiveness of tourist promotion using
Facebook in our chosen resort and event location. This will give researchers a point of
reference for their in-depth thesis. Furthermore, based on the findings and suggestions
made in this study, the researchers will be able to provide a clearer understanding or a
more complete image of how to promote tourism and use modern marketing methods.

Scope and Limitations
The researchers seek to know the Effectiveness of Tourism Promotion using the
Facebook Platform in the concept of enhancing the resorts’ strategies on how they keep
their image to become well-known and how they manage to promote the Resorts and
Events Place using the Facebook Platform which shall contribute to the benefit of the
community and its people. This will be done by means of observation, interviews, survey
questionnaires, and purposive sampling. Selected individuals who are either part of
administration or resort staff handlers will also be given sets of questionnaires to
assemble criteria given that they are indirect contributors to the research study.
Afterward, the researchers will collaboratively produce an assessment procedure where
the information gathered will be analyzed and evaluated to generate conclusions about
how this certain resort comes to have a strategy to promote tourism using the Facebook
Platform.
In the initial achievement of qualitative results and the study’s aim, there are some
limitations identified which are beyond the control of the researcher such that of the
confidentiality of selected information according to the company’s sets of implemented
policies, rules, and regulations; Time constraints considering the respondents’ availability
schedule, and workloads; All questionnaires will be focusing on the information only of
the Resort and Events Place; Beyond the control of the researcher such that of the
answers of the respondents about the information of the Resorts and Events Place. With
proper utilization of the above-mentioned qualitative strategies, the researchers will be
able to know the Effectiveness of Tourism Promotion using the Facebook Platform in the
Private Resorts and Events Place in San Jose Del Monte, Bulacan.

CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter presents the relevant literature and studies that the researcher considered in
strengthening the importance of the present study. It also presents the synthesis of our
work to fully understand the research for better comprehension of the study.
1. Tourism Promotions using social media

Social media sites in the internet today are used more frequently than the physical
participation of individuals in a communication. Some of the popular social media sites
are the Facebook (ISM, 2014). It is clear that the communication process over the social
media platforms is very rapid and the spread of information and news is faster than any
other internet channels. These platforms removed the need to interact physically to
understand the actual situation to the destination or the area they wish to travel for.
Through social media platforms, it’s possible nowadays to Electronic-Word of mouth
references. Moreover; reaching the visual impact of the destination on social media
platforms is very possible. This makes the process of decision making is more flexible
and easier and allows the users to be able to take the right decision regarding the best
travel offer for the area or the destination they wish to visit (Mintel, 2013).
1.1 Social media marketing

Considering all the benefits that social media can provide, it has all the attributes that will
be helpful in marketing and management. This is particularly important for the hospitality
and tourism field since they are people professions. Social media is an option for the
hospitality industry since it provides opportunities to manage and present business
content and it helps in identifying core values that draw clients and customers to the
business. Most companies would benefit from a cohesive strategic plan that will integrate
social media efforts with the overall marketing effort. Engaged customers spend more
money and return to business more often. It also helps in brand awareness and building
brand equity (Roberts, 2012).

Leveraging social media to market tourism products has proven to be an excellent
strategy. Many countries regard social media as an important tool to promote their
tourism industries (Zeng, 2013). The complexity of the Internet and social media has
created some issues in the hospitality industry. Since the content of social media is
largely consumer-based, it can make it difficult to filter through all the information that is
available to consumers. Searching for information through the Internet has been greatly
influenced by large search engines that limit search results to only include the most
“popular” social media sites (Leung et.al, 2013).
1.2 Tourism Promotion

Previous findings have shown that about 74% of the tourists write comments, reviews,
and their experience on the platforms that promote these destinations. 98% of tourists
have mentioned that the views and comments on the Trip Advisor on social media
platforms are very accurate and provide the following travelers with the accurate and
reliable information about the destination they wish to travel for. Other findings have
shown that about 35% of travelers don't book any hotel unless they see reviews,
comments, or old tourists experience on social media. Other study findings have shown
that about 70% of the global tourists that the information and reviews that available on
social media platforms about the destination they wish to travel for considering as among
the most trusted information. Other studies have shown that about 52% of tourists have
mentioned that about one-third of actual tourist cost has been saved after the revolution of
social media platforms. With these tools and applications, users can search, share and
contribute to a huge variety of content in a collaborative manner and can consequently
influence the other web users, for that reason, one of the objectives of this dissertation is
to evaluate the role of social media platforms in tourism promotion. (Thomas et al. 2014).
Social Media has been discovered to have a positive impact on tourism, it provides so
many benefits, which is still making advancement providing increase and expanding
profit margins of diverse tourist firms. Although, many social media marketers are facing
difficulties with ensuring that services rendered yield profits to the business ventures.

Many businesses irrespective of the fact that they use social media platforms to promote
their business, many of them still run at a loss in the business. In other words, the
difficulty factor is quantifying to what extent social media marketing affects business, be
it profitable or non-profitable, understanding social media implication on the branding of
the company, and what measures can individual observe to take full advantage of the
benefits social media gives. The major importance of tourism includes the provision of
food, drink, and housing a conducive surrounding far from the normal home. Decades
ago, tourism had not been recognized as a commercial sector, as this sector expands and
investments were made. The tourism sector was believed to have great prospects from a
cyber-optic point of view. The tourism sector has taken advantage of the impalpable
nature of social media with the ability to carry out a transaction. Purchasing goods such
as travel tickets, airtime, and data, making easy to have access at any point and at any
time in the world and the charges for day-day updates are relatively little. Emphasis on
the relationship between tourism and social media marketing, discussing the effect social
media will have on tourism as they work hand in hand. It discussed the developments in
tourism and proposed in 2014 is social media and telecommunication networks should be
kept into consideration, watchfully observing the unique ways of maximizing the
importance of social media through a mobile application will be enormously influential in
convincing tourists to explore various areas in the world. Rauch (2014)
Social media has been defined by many authors with different perspectives. It was
classified as the seller interpretation using such a free tool to expand or draw out there
thought and design of their products, Levinson and Gibson. Solis defined social media as
a technological medium where many people and many things are displayed. It discusses
the need to study social media and its’ effect on tourism efficiently impacting on the
organizational target and if has a negative effect on effectiveness branding, a podium for
descanting of media; the online equipment that enable discussions; interactions between
families, earls and friends; association; the redeployment of power; a demand for taming
personalities and listeners, and the tiers that bonds them together; empathetic. The
democratization of evidence, converting people into producers; it is the change from a
televising equipment to a distribution of news worldwide. Rauch (2014)

2. Measuring Facebook’s effectiveness
Even though measuring performance on social media may be more challenging than on
other channels, it is still crucial if you want to be sure that you are making the best use of
your advertising money. By keeping an eye on the proper metrics and modifying your
strategy as necessary, you can determine whether or not your Facebook ads are
influencing the target demographic to perform the desired actions. Choosing metrics that
work for you could be one of these actions such as choosing whether to base on
generating leads, generating sales, or creating content awareness. Burt S.J. (2022)
2.1 Promotional Cost

As Alfred Lua puts it, in creating a Facebook ad, you're entering a massive global auction
in which you compete with other advertisers for ad space on Facebook. Your bid amount
represents your level of interest in having your ad shown, and the higher your bid, the
more likely your ad will be seen. When creating your Facebook page, you have the
option of setting your bid automatically or manually.
Depending on how your ad performs, Facebook forecasts its quality and relevance. To
determine the quality and relevance of each advertisement, Facebook considers both
positive (e.g., number of clicks, video views, or app installs) and negative feedback (e.g.,
number of people who clicked "I don't want to see this" on your ad).Facebook provides a
Relevance Score metric for each of your ads to assist you in determining how relevant
your ad is to your target audience. When your ad has a high relevance score, Facebook
will show it more than ads with lower relevance scores, and you will also pay less to
reach a larger portion of your target audience. This can have an impact on the cost of
your ad because measures taken on your ad affect its relevance score and estimated action
rate (see points two and three above). If your ad is not optimized for the desired result,
Facebook may not show it to customers who are most likely to respond positively to it,
and you may end up having to pay more for the results. Alfred Lua (2022)
Since social media marketing doesn't incur significant costs for the company, it is

frequently regarded as the most practical tool for reaching the target market, particularly
in these challenging economic times. The most potent tool in business practice is social
media, which enables anyone to produce this type of content and deliver it through
interactive communication in the form of a pyramid based on relationships. As a result,
marketers are heavily utilizing social media to implement their strategies more cost
effectively. (Kirtiş, A. K. et al, 2011)
2.2 Technicality and Creativity

According to prior studies, marketers should concentrate on maintaining a social presence
across social platforms with material that is up-to-date and frequent and offers incentives
for consumer interaction (Ling et al., 2004). Customer involvement was facilitated by a
number of innovative tactics, including messaging that emphasized exclusivity, image,
and experiential marketing. (Ashley, et al. 2015)
2.3 Privacy
From the businesses part when applying for a Facebook ad they have certain steps in their
own website which goes as follows; choose your objective, select your audience. Decide
where to run your ad, set your budget, pick a format, place your order, and measure and
manage your ad. Meta (2022).
During this process, businesses are expected to create a privacy policy before publishing
this ad. Facebook requires that all disclosures necessary to comply with the law, request
users' consent for using their personal information, if required to do so by law, clearly
disclose that your use of Facebook users' data will be governed by your Privacy Policy,
and provide a link to the Privacy Policy. This privacy policy is also expected to contain
how the business plans on collecting personal information whether; forms, email or
cookies. There is also what personal information is to be collected whether;
Newsletter/marketing/blog signups: Email address, name, Providing quotes: Information
about the user's property (e.g. car model), Setting up appointments: Approximate
location, phone number, Offering training or courses: Job title, name of employer,

education. Robert Bateman (2022).
2.4 Accessibility
A free, accessible company website is comparable to a Facebook Business page, which
businesses can create to increase their online exposure. Similar to a personal Facebook
page, your Facebook Business Page can send and receive messages, post updates, receive
alerts, and engage with the content of other users by liking, sharing, and commenting.
You'll need your Page to stand out from the crowd given how many businesses have a
Facebook presence if you want to get people to pay attention to your company. The
numerous advantages of Facebook Business Pages may persuade you to put in the effort
if you're unsure whether it's worthwhile to distinguish your business on Facebook.
According to Max Freedman, It is easier to communicate with clients and provide

important details about your company, products, services, and future events by creating a
Facebook business page. Clients can easily access targeted and efficient ways to reach
potential customers through Facebook and Messenger ads. Private resorts and other small
businesses can gain from having a Facebook presence. The Facebook firm has a new
name: Meta. With more than 2.91 billion monthly users, Meta offers small companies a
variety of ways to advertise their services, improve customer service, and enhance sales
and notoriety through their Facebook platform. (Freedman M. Aug 06, 2022)
2.5 Multiple Sources of Information

According to Lampe, Facebook has grown in importance as a platform for people who
engage in a variety of communication habits, including asking their social networks for
assistance with informational needs. Demonstrating how social capital, network
properties, and Facebook use are connected, how valuable people regard Facebook to be
for informative purposes, and their inclination to seek various sorts of information on the
site. The study involved 614 staff members at a prominent university. Results show that
building social capital and engaging with one's network through directed communication
behaviors are crucial predictors of these aspects of information seeking. In addition,

various demographic and usage patterns differ between people who choose to engage in
information-seeking behaviors on Facebook and those who do not. Finally, findings show
a substantial relationship between users' evaluations of Facebook as appropriate for uses
other than purely social and their participation in their networks when predicting
information-seeking behaviors.
The source polled 614 employees of a prominent institution to find out how likely it is for
people to utilize Facebook to satisfy their regular information demands. Discovering that
user traits indicated whether or not people would use Facebook to look up information.
Significant predictors of respondents' propensity to use Facebook for information-seeking
activities included perceptions of their relationships with network members as measured
by scales for Facebook-specific bridging social capital and for actions that "groom"
connections in a network. (Lampe et al., 2012)
2.6 Reliability
According to David Westerman, et al (2014) more people are turning to social media as a
source of information, particularly information about risks and disasters. The current
study looks at how social media information snippets affect how trustworthy sources are
perceived. Participants in the study were specifically requested to read one of three
fictitious twitter.com pages that varied in the recency of the tweets posted before
reporting on the source credibility they believed the page owner to have. Data show that
source credibility is impacted by the recentness of tweets, but that this link is moderated
by cognitive elaboration. These findings imply a wide range of consequences for theory
and practice in crisis communication as well as computer-mediated communication.
Along with the limitations of the current study and suggestions for future research, these
implications are highlighted.
Information can now be sent and received in more ways thanks to newer communication
technology. One tool that has seen greater use as a source of information is social media
(Pepitone, 2010). Social media, for instance, is being utilized to research important

issues, such as disseminating current information about cholera outbreaks in Haiti and
locating clean water sources during this outbreak (Sutter, 2010). People looking for
health information have also used social media extensively, with 59% of adult Americans
(or 80% of internet users) indicating that they had done so (Fox, 2011). People utilize
online social tools to collect information, exchange tales, and address concerns, according
to this Pew Report (Fox, 2011, p. 5). In a similar vein, organizations, and professions in
the health sector are seeing the benefits of adopting social media since it is considered an
information equalizer that provides access to people that in the past would not have had
this access to health care information (McNab, 2009). Because personal information is
not required to get health-related information, it gives the information seeker a feeling of
privacy.
The current study investigated the effects of recent updates on a social media website on
the reliability of the source and subsequent cognitive elaboration. The gate-keeping role
of such information also shifts increasingly into the hands of page users rather than page
authors as social media becomes a more popular information source, especially for topics
as important as hazards and emergencies. Therefore, it is crucial to keep learning more
about this procedure and how and why credibility assessments are made of the content
found on social media (Westerman D. et al 2014).

Chapter III
Theoretical Framework/Conceptual Framework
Conceptual Framework
INPUT PROCESS OUTPUT

Employees from the Qualitative gathering Determined the
selected private resorts of conceptual and effectiveness of using
in San Jose del Monte, research literature. Facebook as a
Bulacan. tourism promotional
Questionnaire tool in selected
Role of Facebook in private resorts in San
promoting selected Personal interview Jose del Monte,
private resorts and Bulacan.
events place in San Semi Structured
Jose del Monte, interview Used Facebook in
Bulacan. expanding their
Descriptive survey audience reach and
Problems that were stay more connected to
run into when using guests.
Facebook as a
promotional tool in Problems in using
terms of promotional Facebook as a
cost, technicality and promotional tool were
creativity, and privacy. enumerated.
Advantages of using Advantages of using

Facebook as Facebook as a
promotional tool in promotional tool were
terms of accessibility, determined.
multiple sources of
information, and The demands and
reliability. expectations were
enumerated by the
selected private
resorts and events
place in San Jose del
Monte, Bulacan.

The demands and Measurement of the
expectations of the Facebook
selected private effectiveness in their
resorts and events business were found
place in San Jose del out.
Monte, Bulacan.
Measuring Facebook
effectiveness in
selected private
resorts and events
place in San Jose del
Monte, Bulacan.
Figure 1. Input Process Output (IPO Model)
The researchers adopted the Input Process Output (IPO) model. Figure 1 describes the
conceptual framework of the study, which includes all of the materials and information
that are required in the process of determining the effectiveness of tourism promotion
using Facebook in selected private resorts in San Jose del Monte, Bulacan.
For input, it indicates the respondents of this study, which are the employees in
administrative offices of the selected private resorts and events place in San Jose del
Monte, Bulacan. These selected employees that handle their Facebook page will be
interviewed by the researchers using the research questionnaire. It also contains the
research questions of this study. For process, it includes the qualitative gathering of
conceptual and research literature, utilization of the research questionnaire, personal and
semi-structured interviews, and descriptive surveys. For output, the researchers were able
to determine the level of effectiveness of using Facebook as a tourism promotional tool in
selected private resorts in San Jose del Monte, Bulacan. It also included the roles,
problems, and advantages of using Facebook as a promotional tool. It also incorporated
that the demand and expectations in using Facebook and the measurement of Facebook’s
effectiveness in their business were determined.

Theoretical Framework
Monitoring and facilitating customer interaction, participation, and sharing through

digital media to encourage positive engagement with a company and its brands leading to
commercial value. Interactions may occur on company sites, social networks, and other
third-party websites. (Chaffey. D, 2002)
Social media marketing has grown in complexity as a result of decreasing prices and easy
internet access. Customers and dealers now have opportunities for interaction and
personalization. Social networking is becoming increasingly significant to the hotel and
tourist industries. The tourism and hospitality industries offer tangible and experience
commodities, on the one hand. Customers must rely on the information offered to them,
whether it is presented online or offline, to locate and evaluate the available product
options. Because they are based on genuine experience, user opinions and comments may
be trusted completely. Social media is becoming more crucial for the hospitality and
tourism sectors because of the intangible and experiential nature of tourism products and
the lower technological barrier for regular tourists to contribute information online. As
opposed to the one-way communication found in the majority of mass media outlets,
social media represents two-way communication between consumers. Social media has
revived decision-making processes that depended on friends, family, and neighbors'
opinions to guide purchases of goods prior to the development of mass media.

CHAPTER IV
METHODOLOGY
This chapter will explain the method adopted by this research. This chapter will mention
every component involved in conducting this research from research design, data
collection method, and data collection used for the interview. Finally, this chapter
provides a detailed explanation of the selected mode of analysis used and the data
collection method.
Research Design
A qualitative approach was followed. “Qualitative research involves the studied use and
collection of a variety of empirical materials – case study, personal experience,
introspective, life story, interview, observational, historical, interactional, and visual texts
– that describe routine and problematic moments and meanings in individuals’ lives.”
(Norman D. et al, 2005)
A descriptive survey design was used. "The collection of information from a sample of
individuals through their responses to questions" This kind of research permits the use of
numerous techniques for participant recruitment, data collection, and instrumentation.
(Check J. et al 2012). Descriptive research is devoted to the gathering of information
about prevailing conditions or situations for description and interpretation. This form of
research methodology includes accurate analysis, interpretation, comparisons, trend and
relationship discovery, and more than just gathering and tabulating facts. (Dr. Aggarwal
Y.P. 2008)
Research Method
To satisfy the objectives of the dissertation, qualitative research was held. The main
characteristic of qualitative research is that it is most appropriate for small samples,
while its outcomes are not measurable and quantifiable. Its basic advantage, which also
constitutes its basic difference from quantitative research, is that it offers a complete

description and analysis of a research subject, without limiting the scope of the research
and the nature of the participant responses. (Collis et al. 2015)
However, the effectiveness of qualitative research is heavily based on the skills and
abilities of researchers, while the outcomes may not be perceived as reliable because they
mostly come from researchers’ judgements and interpretations. Because it is more
appropriate for small samples, it is also for the results of qualitative research to be
perceived as reflecting the opinions of a wider population. (Bell, 2014)

Data Collection Method and Tools
Research Locale
This research will be carried out in the Philippines, specifically in the province of
Bulacan and the city of San Jose del Monte. These respondents will be interviewed on the
premises of their own companies.
Respondent’s Profile
The study's respondents are selected resorts and events taking place in the city of San
Jose del Monte, Bulacan, in 2022. One of the vital processes to keep this study
successful is that all of these participants were selected through purposive sampling.
The chosen respondents consist of twenty (20) respondents from the city of San Jose del
Monte. These resorts and event places were chosen by the researchers because they are
suitable and applicable to the study.
Data and Information Sources

Data collection was done through both secondary and primary sources. Key informants
for each case study were included as primary data sources. Secondary data sources
mainly covered government publications and previous studies on the topic. Secondary
data encompassed several sources and offered crucial interview preparation.
Semi-structured interviews, participant observation, group discussions, secondary source

analysis, and questionnaires were the main data collection methods employed in this
study. Personal interviews constituted one of the most important and valuable sources of
information.
In-depth interviews were conducted for this research. In-depth interviews are personal
and semi-structured interviews whose aim is to identify participants’ emotions, feelings,
and opinions regarding a particular research subject. The main advantage of personal
interviews is that they involve personal and direct contact between interviewers and
interviewees, as well as eliminate non-response rates, but interviewers need to have
developed the necessary skills to successfully carry out an interview. (Fisher 2015,
Wilson 2016).
Research Instrument
Semi Structured Interviews
Semi-structured interviews offer flexibility in terms of the flow of the interview, thereby
leaving room for the generation of conclusions that were not initially meant to be derived
regarding a research subject. However, there is the risk that the interview may deviate
from the pre-specified research aims and objectives. As far as data collection tools were
concerned, the conduct of the research involved the use of a semi-structured
questionnaire, which was used as an interview guide for the researcher. Some questions
were prepared so that the researcher could guide the interview toward satisfying research
objectives, but additional questions were encountered during the interviews. (Gill &
Johnson, 2012)

Questionnaire
As far as data collection tools were concerned, the conduct of the research involved the
use of a semi-structured questionnaire, which was used as an interview guide for the
researcher. Some questions were prepared so that the researcher could guide the
interview toward satisfying research objectives, but additional questions were
encountered during the interviews.
Some sample questions that were included in the semi-structured questionnaire were the
following:
1. What role does Facebook play in promoting selected private resort and events
place in San Jose Del Monte Bulacan?
Please elaborate your answer.
2.1 Is the promotional cost in using Facebook as a promotion tool an issue? What
were the issues that came from it?
2.2 Is there a problem with the creativity and technicality of using Facebook as a
tool for promotion? What were the resulting problems?
2.3 Is there a privacy concern while utilizing Facebook as a promotional tool?
3. What is the advantage of using Facebook as promotional tool? Please elaborate
your answer.
3.1 Is using Facebook as a promotional tool accessible? Please elaborate your
answer.
3.2 Is one of the benefits of utilizing Facebook as a promotional tool having
multiple sources of information? Please elaborate your answer.
3.3 Is Facebook reliable as a promotional tool? Please elaborate your answer.
4. Has Facebook met the demands and expectations of the selected private resorts
and events place in San Jose Del Monte, Bulacan? Please elaborate your answer.
4.1 What were those demands and expectations?
Bulacan measure Facebook effectiveness in their business?

Sampling techniques and sample size
Purposive sampling
The method of purposive sampling was used to develop the sample for the research under
discussion. According to this method, which belongs to the category of non-probability
sampling techniques, sample members are selected based on their knowledge,
relationships, and expertise regarding a research subject (Freedman et al., 2007). In the
current study, the sample consists of resorts and events places that have a Facebook page
and are located within San Jose del Monte, Bulacan, and overall we will have a sample
size of 20.

CHAPTER V
PRESENTATION AND DISCUSSION OF FINDINGS
This chapter presents the findings from the data collected via the survey questionnaires
mentioned in the study. The said data were presented in tabular form following the
specific questions posed in the statement of the problem. This section of the study
includes the corresponding data analysis and interpretation.
Presentation of Data
1. Nakakatulong sa pag promote namin ng business namin sa mga potential na
customers.
2. Nagagamit ng mga customer pang-inquire at pang attract ng customers.
3. Dito kami nakakatanggap ng inquiries from our clients.
4. Dahil nga laganap ang social media sa panahon na ito, napaka effective niya sa
pag reach ng maraming tao na pwedeng maging customer.
5. Isa sa mga way para ma reach yung mga tao. Ginagamit din namin ang
Facebook para maexpose business namin sa market at mas maging kilala ito.
6. Nagagamit ng mga customers namin para ma reach kami.
7. Dahil madali gamiting yung Facebook, mas maraming customers ang nagiging
able na makausap kami.
8. Malaking tulong ang Facebook kase mas madali na para samin ang mag post ng
mga pictures ng resort at nang maka attract ng customer.
9. Madaling ma access na pang inquire para sa mga potential clients namin.
10. Easy access, madaling magpost ng pictures at madaling makapag communicate
sa clients.
11. Nakatulong siya sa resorts namin na mas magboost yung benta namin.
12. Mas napaganda niya yung marketing strategy naming sa pagtakbo sa business
naming.
13. Kapag gamit naming si Facebook mas nakatulong siya samin sa pag-distribute ng

quality content.
14. Maganda siyang role sa paggamit as a promotional tool samin.
15. Isa siyang big role samin kasi halos lahat ng clients naming pumupunta pa dito
from Metro Manila, so meaning to say, nakakaabot sa ibang lugar yung
information ng resort namin dahil lang sa paggamit kay Facebook.
16. Actually si Facebook is very useful for us sa paggamit pagdating sa
pagpopromote ng resort namin.
17. Reliable siya when it comes as a role.
18. Very accessible siya pagdating sa paggamit.
19. Accessible siya actually tapos madaling gamitin as always.
20. Kapag ginamit mo si Facebook, alam mo sa sarili mo na di ka madidissapoint
while using it kase alam mo na accessible talaga siya kapag ginamit.
Table 1. Role of Facebook
All of the respondents find Facebook very useful when it comes to promoting their
business and reaching more potential customers.
Please elaborate your answer.
2.1. Is the promotional cost of using Facebook as a promotion tool an issue?
What were the issues that came from it?
1. Para sa amin, wala naman.
2. Wala naman
2. Wala naman kaming 24aming24n24er na issue pagdating 24aming24n.
4. Never encounter
3. Naka encounter kami ng scams sa ads.
6. Facebook boosting is just small. Some boosting on Facebook makes you encounter
some scammer
7. Hindi worth it yung price na nagastos.
8. Hindi na kami gumagastos for boosting. Yung free feature lang kase effective
naman at madaling gamitin.

10. No, wala naman issue for us.
10. No, kasi kahit yung free 25aming post lang naman effective na eh.
11. Walang issue samin.
12. Personally, di siya worth it kahit na magbayad kami.
13. Nung ginamit naming yung ads, mostly onting followers lang naman yung naboost
niya so di siya talaga worth it.
14. Actually wala naman.
15. Hinde, as along as makakatulong mapaboost yung page 25aming, we can pay.
16. Wala kase worth it naman din kapag gumamit ka ng ads sa Facebook.
17. Wala naman as of now, never pa naman naka-encounter any issues.
18. Wala kase yung ads sa facebook nagging very juseful siya samin kapag binoost.
19. Wala kase di naman din kami gumamit ng Ads.
20. Actually, nakikita na naming yang the word “boost” sa feeds eh pero di lang
naming pinapansin brcause we can post freely naman without it. And we don’t have
problem with that.
Table 2. Promotional Cost as an Issue
Most of the respondents do not encounter any issues with Facebook promotional cost and
finds it advantageous. But some respondents say that its result isn’t worth the price they
paid.
2.2 Is there a problem with the creativity and technicality of using Facebook as a
tool for promotion? What were the resulting problems?
1. Gumagamit customers naming ng Waze up para ma locate resort namin, pero
maling directions nabibigay sa kanila.
2. Yes, personally kailangan pa namin matuto kung pano yung effective na way na
pagcreate ng content na ipopost.
3. None. Wala naman mga problema.
4. Sa creativity, wala naman. While sa technicality, it depends sa pag promote namin
ng business.
5. In creativity, nahihirapan kami sa paggawa ng content na makakapukaw ng interes

sa mga tao. In technicality naman, we encounter bugs na nag k create ng errors sa
posts namin.
1. Wala naman.
7. Wala pa naman kami na experience.
8. Wala kaming na encounter na problema..
9. Mabagal na internet dahil sa bagyo..
10. None. Madali naman ma access mga photos na napopost namin.
11. Wala naming naencounter na problema.
12. Wala naming nagging problema.
13. Wala naman pong problema.
14. Wala kase reliable siya pagdating sa paggamit.
15. Internet, kase may times talaga na si internet mabagal siya kaya naaapektuhan
yung pagpost namin. It causes slow replies and posting.
16, Wala kase nakakapost naman kami when it comes in creativity and technicality.
17. Pagdating sa creativity and technicality, wala naman.
18. Wala. As of now wala naman kaming naencounter na problema.
19. Wala. Wala naman kaming nagging problema.
20. Wala po akong naging problema.
Table 3. Technicality and Creativity as an Issue
Most of the respondents do not encounter issues with creativity and technicality. But
some respondents find it hard to be creative with their posts and experience bugs.
2.3. Is there a privacy concern while utilizing Facebook as a promotional tool?
1. No wala
2. Wala silang problema sa privacy
3. Wala kaming na encounter na problema
4. Nag papaalam kami sa mga customers bago mag post
5. Nakaka encounter kami ng customers na nanghihingi ng valid ID pero hindi
kami makapag provide. at ang picture ng guest ay kailangan ng permission
bago ito i post.

6. Wala naman
7. Wala kaming na encounter na problema sa privacy
8. No, wala
9. Wala. Ang privacy ng customers ay mahalaga kaya sa lahat ng aming pinopost
kailangan ng kanilang consent.
10. Wala. Nanghihingi kami ng consent bago mag post.
11. Wala naming naencounter na problema.
12. Wala naming nagging problema.
13. Wala naman pong problema.
14. Wala kase reliable siya pagdating sa paggamit.
15. Internet, kase may times talaga na si internet mabagal siya kaya naaapektuhan
yung pagpost namin. It causes slow replies and posting.
16. Wala kase nakakapost naman kami when it comes in creativity and technicality.
17. Pagdating sa creativity and technicality, wala naman.
18. Wala. As of now wala naman kaming naencounter na problema.
19. Wala. Wala naman kaming nagging problema.
20. Wala po akong naging problema.
Table 4. Privacy Concerns as an Issue
Most of the respondents do not encounter any problems with privacy. Permission was
asked from the customers first before posting anything.

3.1. Is using Facebook as a promotional tool accessible? Please elaborate your
answer.
1. Yes, para sa amin, sobrang accessible.
2. Oo, ang laking advantage para sa amin.
3. Yes, dahil madaming customers ang nakaka access ng Facebook.
4. Yes, nagkakaroon kami ng competition na equal and fair
5. Yes, it is easy to access.

6. Yes, madaling ma access ng lahat.
7. Oo, dahil ginagamit ng lahat.
8. Yes, dahil madaling maikalat yung posts namin
9. Yes, karamihan sa mga tao , ginagamit yung Facebook.
10. Yes, sobrang accessible.
11. Yes, kase naging madali siyang gamitin.
12. Yes, kase mas napapadali ng mga customers naming na makapag access sila
thru chat para malaman yung details ng resort namin.
13. Yes, accessible siya.
14. Yes, kase ang ganda ng performance niya, pinapakita niya talaga na accessible
siya at the same time andun yung quality sa paggamit.
15. Oo kase maaaccess siya anytime.
16. Yes, because we can easy to access
17. Yes, accessible siya both us and customers.
18. Yes, nakakatuwa kase kapag ginagamit mo siya, andun talaga yung satisfaction
mo sa paggamit kay Facebook.
19. Yes, very accessible talaga siya.
20. Yes, kase base on our experience, kaya kami ireach out agad ng mga customers
thru chat at kung may need itanong is nasasagot agad namin.
Table 5. Accessibility as an Advantage
All of the respondents find Facebook accessible as a promotional tool.
3.2. Is one of the benefits of utilizing Facebook as a promotional tool having

multiple sources of information? Please elaborate your answer.
1. None, alam naman na namin paano gamitin ang Facebook kaya hindi na
kailangan.
2. Hindi naman kami nahirapan gamitin pang promote yung Facebook, familiar
na kami sa functions ng Facebook.
3. Yes, dahil bago lang kami sa paghandle ng business page, naghahanap kami ng
tips sa mga websites.
4. Oo, dahilsa mga sources na ito, makakatulong sa pag improve namin sa page

ng business namin.
5. Nung una, hindi namin alam gamitin pang promote yung Facebook. Nagtiyaga
lang kami manuod ng tips sa Youtube..
6. We can get more ratings and compare sa other rates ng ibang resorts.
7. No, gamay na namin ang paggamit ng Facebook pang promote.
8. None, madali lang naman siya intindihin kahit bago palang kami sa paggamit.
9. Wala, dahil kaya na namin on our own.
10. Wala, kase kahit naman kami may mga personal accounts kaya maalam na din
sa paggamit ng Facebook.
11. Wala namn kase kaya naman naming kahit wala nang tips sa iba.
12. One of benefits of Facebook is increase of our customer’s support in our
business.
13. Yes, we find multiple sources para din naman makahanap kami ng ibang
knowledge sa pagpopromote ng business namin.
14. Maraming guest na narereach out kami thru information.
15. Oo, because guests can reach our information and details sa paggamit kay
Facebook.
16. Hindi kase alam naman namin kung paano gumamit ng Facebook when it
comes in promoting.
17. Hinde kase kilala na si Facebook.
18. Wala kase gusto din naming na matuto kami in our own.
19. All information has a good benefit using Facebook pagdating sa
pagpopromote.
20. Yes, kase nabibigyan namin ng satisfaction yung mga customers namin.
Table 6. Multiple Sources of Information as an Advantage
Half of the respondents agreed that one of the benefits of utilizing Facebook as a
promotional tool is having multiple sources of information.

3.3. Is Facebook reliable as a promotional tool? Please elaborate your answer.
1. Yes, sobrang useful ng Facebook.
2. 100% reliable kasi ginagami ng lahat.
3. Yes, para sa mga customers.
4. Yes, kasi reliable siya when it comes in information.
5. Yes, for some point.
6. Yes, dahil madali gamitin ang Facebook.
7. Yes, kase madali kaming ma contact ng customers.
8. Yes it is reliable.
9. Yes, dahil nameet naman yung demands and expectations namin from it.
10. Oo, dahil madaling magamit ng users.
11. Yes, kase si Facebook naman kapag may ipopost kami, is as is naman.
12. Yes, kase nakakaaccesss siya easily.
13. Oo kase nakakapagpost naman kami freely.
14. Yes, kase madali kaming narereach out ng clients namin.
15. Yes, kase halos lahat ng promos at discounts na need naming ipost sa
Facebook, yun din ang ipopost niya.
16. Yes, because accessible siya.
17. Yes, because napapadali niya yung pagchachat sa amin ng mga clients namin
kapag may inquiries.
18. Oo kase madali siyang gamitin.
19. Yes, kase accessible siya.
20. Oo reliable siya.
Table 7. Reliability as an Advantage
All of the respondents find Facebook as a reliable promotional tool.

4. Has Facebook met the demands and expectations of the selected private resorts
and events place in San Jose Del Monte, Bulacan? Please elaborate your answer.
1. Oo dahil mas madaling mag promote sa Facebook
2. Medyo halos umaabot naman sa demands and expections
3. No, kahit noong bago pa kami sa Facebook, wala kaming na encounter habang
nag popost
4. Oo, dahil ang unang source ng pagpromote ay Facebook
5. Oo dahil mas madali ang facebook
6. Oo dahil nabibigay ng facebook ang demands and expectations namin
7. Wala naman
8. Oo dahil mas useful ito
9. Oo dahil mas madaling maka access dito
10. Oo dahil nabibigay ng Facebook ang aming expectations
11. Yes, lahat ng demands and expectations ay namemet niya.
12. Yes, kase ang ganda ng experience naming sa Facebook. Napapadali niya yung
pagpopromote namin sa business namin.
13. Yes, because we can promote easily.
14. Oo kase fai lang din kase si Facebook samin, mas napapadali sa paggamit.
15. Yes, Facebook is fairly at masasabi ko talagang nameet niya yung expectations
ko sa kanya.
16. Wala naman kase wala pa kami naeecounter na experience.
17. Yes, kase yung expectations naming na makakaaccess kami kagad sa paggamit
namemeet niya talaga.
18. Wala pa kase wala pa naming result sa process na,in kase baguhan palang
naman kami sa paggamit sa Facebook pagdating sa pagpopromote.
19. Oo kase very useful siya.
20. Yes, kase lahat ng demands naming nabibigay niya na nagreresult ng
magandang feedbacks sa resorts namin ng mga clients.
Table 8. Did Facebook Met the demands and Expectations

Most of the respondents answered that Facebook has already met their demands and
expectations from it.
4.1 What were those demands and expectations?

1. Dumami yung likes and shares
2. Boost sales and inquiries
3. Wala masiyadong pumupuntang guests kahit madami kaming ipost sa
Facebook.
4. Expect to increase likes, shares and views.
5. Expecting increase of likes, shares, views and reservations in our business.
6. Mas maraming interactions with customers.
7. Dahil bago pa kami, wala pa naman kami gaano expectations.
8. Increase of likes and shares.
9. Patuloy lang na maging accessible si Facebook for promotion.
10. Mas magandang quality ng pictures.
11. Madali maaccess kapag ginagamit.
12. Masisiguardo ko na maganda yung performance.
13. Kapag nagpopost ka ng pictures, malinaw naman.
14. Maganda yung performance niya.
15. Easy to access
16. Wala pa kase wala pa naman naeecounter.
17. Kapag nagpopromote kami, di kami nadidissapoint.
18. None kase baguhan palang kami sa paggamit ng Facebook.
19. Lahan ng demands ay nameet naman at wala naming naexperience na di okay
para samin.
20. Madali siyang naaaccess.
Table 9. The Demands and Expectations Expected on Facebook
Most of the demands and expectations of the respondents are to increase likes, shares,
views, and reservations for their business and reach more customers.

1. Sinusukat namin ito gamit ang Facebook analytics
2. Nasusukat ang effectiveness ng Facebook sa graphics. Tinutukoy nito kung ang
page ay nag iincrease o nag dedecrease
3. Kung na satisfied ang customer
4. Nasusukat sa nag iinquire
5. Nasusukat sa pamamagitan ng pagaanalize ng performance ng Facebook
6. Lahat ng aming customer ay mabilisang nakaka message sa aming page
7. Hanggang ngayun ma irerate ko ito ng 85% ng pagiging epektibo since
nakakatulong parin sa aming business
8. Tuwing nag popost kami nag eexpect kami na maraming makakakita ng aming
post
9. Nasusukat nito ang tiwala ng customer sa aming business
10. 90 to 95% dahil accurate ang pagiging epektibo ng facebook dahil naniniwala
ang tao na ito ay nangungunang epektibo pagdating sa social media
11. Mas madali kaming narereach ni customer.
12. Mamemeasure naming siya by its performance.
13. Maganda yung performance niya.
14. Siguro mas naseset pa naming yung goals namin.
15. Namemeasure niya yung wants and needs namin.
16. Kung ano yung dapat mo na maeexpect kay Facebook, na sakanya.
17. Napapadami interactions ng page naming using Facebook.
18. 100% siyang useful when it comes in promotion.
19. 10/10 para sakin kase super effective siya.
20. It gaves us goals na need namin masucceed
Table 10. How Facebook’s Effectiveness is Measured
Most of the respondents measure Facebook’s effectiveness through interactions with

customers, inquiries, and Facebook analytics.

Summary of Findings
Every business and individual now recognizes that social media is an indispensable part
of running a successful business, and this study presents insights into the specific role of
Facebook for selected private resorts and event venues. The goals of this study were to
determine whether Facebook is effective for selected private resorts and events in San
Jose Del Monte Bulacan, as well as how they measure effectiveness as a business, using
the research questions listed below:
2.1 Promotional cost;
2.2 Technicality and creativity and
2.3 Privacy?
3.1 Accessibility;
3.2 Multiple sources of Information and
3.3 Reliability?
4. Has Facebook met the demands and expectations of the selected private
resorts andevents place in San Jose Del Monte, Bulacan?

1. What is the role of Facebook in selected private resorts and events place in San
Jose Del Monte, Bulacan.
The role of Facebook for selected private resorts and events is varied and wide. The main
roles Facebook plays for them are to market their business, which in turn attracts new
clients and further promotes their business to their current and potential market. Part of
this is done on Facebook, where they post content about their current facilities and past
events, which is another way they promote. Another role is communication with their
clients, ranging from entertaining inquiries to giving out price details through chat.
Respondents mention that this is the easiest way to communicate with potential and
current clients.
2. What are the problems when using Facebook for tourism promotion?
There are a few and minimal problems people have faced when using Facebook for
tourism promotion, and they are:
2.1. Promotional cost

There were very few that had any problems with the promotional cost of boosting a post
on Facebook; those who had problems were saying that the payment either didn’t affect
their page or it wasn’t worth the money, and there were also those who chose to post
without boosting their page to make sure there wasn’t any additional cost for their
business.
2.2. Creativity and Technicality

2.2.1. Creativity
The only issue that arose in terms of creativity was content that the company would be
putting out; ensuring that the captions, design, and posts are not boring or repetitive for
their posts to gain traction.
2.2.2. Technicality
For reasons of technicality, a few had complained about bugs within Facebook affecting

the customer experience, which either slowed their posts and replies or just created errors
with posts. The unreliable Wi-Fi connectivity is an issue brought up, but we acknowledge
it is not directly related to Facebook itself.
2.3. Privacy
All respondents say that privacy is not a concern when it comes to using Facebook as a
promotional tool. The information we have gathered is that any content posted will
always be approved by the guests beforehand.
3. What are the advantages of using Facebook for tourism promotion?

3.1. Accessibility
All the respondents said that using Facebook is not only accessible for them as a business
but also allows their customers of all ages to contact them with ease.
3.2. Multiple sources of Information

The response to this question was split into half; half agreeing there are multiple sources
of information on how to run a Facebook page for your business and the other half
disagreeing.
3.3. Reliability
All respondents said that Facebook is reliable for both them and their customers.
4. What are the demands and expectations of selected private resorts and events
place when using Facebook for tourism promotion?
18 out of 20 respondents claim that Facebook has met their demands and expectations.
The demands and expectations for selected private resorts were to increase the number of
followers on their Facebook page and the number of likes and shares per post. The
expectations respondents have are to have an accessible place for promotion and
communication of inquiries from customers.

5. How do selected private resorts and events place measure Facebook effectiveness
for tourism promotion?
The most common response to how they measure effectiveness is based on the number of
inquiries from guests as well as their satisfaction with communication with the business.
A less popular method of measuring Facebook's effectiveness is through "Business
Suite," a feature Facebook offers for business pages, and then based on the success of the
provided data.

CHAPTER VI
CONCLUSION AND RECOMMENDATIONS
Conclusions
According to the opinions of the respondents and the findings of this research, when it
comes to tourism promotion, Facebook is highly effective, as most of the demands and
expectations of selected private resorts and events taking place in San Jose Del Monte,
Bulacan, have been met. The success of this platform could be attributed to its
accessibility, not only for businesses to start a Facebook page, but also because it has
proven to be reliable for all parties who use it, creating a positive impact for all.
The role assigned to Facebook by the respondents was tourism promotion, which keeps
their current customers engaged but will also attract new clients. Facebook is also used as
a vital communication line directly between the business and their potential market,
which keeps them accessible to their customers.
There were very few problems when it came to using Facebook for tourism promotion.
When it comes to the cost, most people see the price of an ad as not worth the money and
would prefer to post content for free. The most common dilemma for technicality is any
technical bugs or glitches with Facebook’s systems, which in turn delay the
responsiveness of the company’s page or the posting of content. In terms of creativity, it
is directly related to what content they post on their page, including minor dilemmas such
as ensuring the posts are attractive and not boring or repetitive. Privacy was not a
concern, as all companies asked for their customers' permission before posting any
content related to them.
Using Facebook for tourism promotion is advantageous in that it is accessible to all

people, both the business and customers of all ages. There are also a few who claim there
is quite a bit of information on having a business page beforehand, and all respondents
agree it is reliable.

The demands and expectations put on Facebook for tourism promotion are to increase
followers on their page as well as interactions per post. They are also expected to be a
reliable and accessible site to inquire about and communicate with.
Businesses base the effectiveness of Facebook for their brand primarily on their guests:
whether the guests can easily inquire and communicate with them, whether the guests are
satisfied with their posts about their stay and any posts made about them. On a more data-
focused set of respondents, they use what Facebook calls "Business Suite," which
includes comprehensive data on their posts' reach, post engagement, and started
messaging conversations, as well as recent ad activity.

Recommendations
This study investigated the efficiency of tourism promotion through Facebook in selected
private resorts and events held in San Jose del Monte, Bulacan. Thus, the following
recommendations are hereby presented for the following:
Facebook Users
Since tourism promotion through Facebook has been proven effective, it would do
Facebook users good to base their future travel choices on businesses, and they should
also further communicate any bookings or queries through the site.
Students
Specifically, students who are studying tourism management at STI San Jose Del Monte
should use this study for academic purposes as it will give them knowledge and
awareness on how businesses in the tourism industry use social media, specifically
Facebook, in tourism promotion.
Resort’s Management
Since the effectiveness of Facebook as a promotional tool has been proven, private
resorts and event venues should continue using it to maintain the quality of service for
their business and their current and potential customers.
For a more accurate and data-based source of information, private resorts and event
venues should base their future effects on the features Facebook has set up for business
pages. "Business Suite" has all the analytic data concerning your page but also the ad
summary and all data under that for a more accurate count of interactions from
customers.
The researchers also recommend that the resort should invest more time and money in
improving its social media presence. An example of a way to invest in the company’s
tourism promotion through Facebook could be by hiring a social media manager. Besides

from this the management also is attentive on any inquiries and always make sure that the
Facebook page is updated.
Tourism Sector in the City of San Jose del Monte, Bulacan.

Using the information based on this study, the tourism sector in the City of San Jose del
Monte, Bulacan, should take the information about Facebook’s effectiveness in tourism
promotion into consideration and add it to their toolkit when it comes to attracting
tourists. A possible action could be to create a Facebook page of all private resorts and
events taking place within San Jose del Monte, Bulacan, then add it to the government's
page so it is more accessible to tourists and locals alike.
Future Researchers
In the light of limitations identified and the findings of the study, the following are
recommended as future research subjects:
1. On this subject in other cities, the results of which may then be contrasted with those
of this research.
2. When using data from Facebook's "Business Suite," the experiences of private resorts
and events.
3. Future researchers should make meetings in the site that is surely booked before even
going to prevent wasting efforts and money. Private Resorts and Events Place should be
available to prevent inconvenience.

References
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Ashley, C. et al (2014) Creative Strategies in Social Media Marketing: An Exploratory

Study of Branded Social Content and Consumer Engagement
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Bateman, R. (2022) Privacy Policy for Facebook Lead Ads

https://www.termsfeed.com/blog/privacy-policy-facebook-lead-ads/
Bell, (2014) The Effectiveness of Qualitative Research
Burt S.J. (2022) 4 Steps for How to Measure Facebook Ads Metrics Effectiveness
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Chaffey, D. (2002). E-business and e-commerce management. 6th ed. Harlow: Pearson
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Freedman M. (2022) Facebook for Business: Everything You Need to Know

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Norman D. et al, (2005) The SAGE Handbook of Qualitative Research
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(Langkos, Spyros. 2014) RESEARCH METHOD
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Food Service & Hospitality
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internet users in the Philippines as of 3rd quarter 2021
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Thomas, et al. (2014) Social Media Effects on Tourism, Tourism and Travel Manual.
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APPENDICES
APPENDIX A. GRAMMARIAN CERTIFICATE
Figure 2. Official Grammarian Certificate

APPENDIX B. REQUEST LETTER
Figure 3. Request Letter

APPENDIX C. CONSULTATION FORMS
Figure 4. Consultation Paper 10-17-2022








APPENDIX D. RESEARCHERS’ PROFILE
Figure 12. Researchers’ Resume – Ponseca, A.

Figure 13. Researchers’ Resume – Geollegue, N.

Figure 14. Researchers’ Resume – De Leon, J.

Figure 15. Researchers’ Resume – Gonzales, N.

APPENDIX E. PROOF OF ACTUAL INTERVIEW
Figure 16. Proof of interview with private resorts and events place employees.

APPENDIX F. GANTT CHART
S O N D J
E C O E A
P T V C N
T O E E U
E B M M A
ACTIVITY M E B B R
B R E E Y
E 2022 R R 2022
R 2022
2022 2022
Preparation of Thesis Proposal 30

Approval of Thesis Title 17
Revision of Thesis Title 21
Approval of Chapter 1
24
Research Questions Consultation
Chapter 2 Consultation 3
15
Approval of Questionnaire 18
Approval of Chapter 4 22
Approval of Request Letter 1
Approval of Chapters 5 & 6 3
Presentation of final research output 6
Final revision of thesis paper 7-10
Grammarian Certification 26
Table 11. Gantt Chart

APPENDIX G. ACTUAL RESEARCH EXPENSES
Quantity Specifics Approximate Cost Actual Cost
4 Thesis Fee 650 2,600
4 Printing 300 1,500
4 Transportation Cost 850 3,400
1 Folder 100 100
2 Book Bind 375 750
Table 12. Actual Research Expenses

Prepared by:
Andrea Gabrielle F. Ponseca Nathalie A. Geollegue

Nholyza Marie Gonzales John Paolo S. De Leon
Noted by:
Agnes Ponseca Mr and Mrs Geollegue

Marilou Gonzales Grace De Leon
Approved by:
Mr. Janaoh B. Dela Cruz Mr. John Lewie Q. Pagco

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EFFECTIVENESS OF TOURISM PROMOTION USING FACEBOOK IN

SELECTED PRIVATE RESORTS AND EVENTS PLACE

A Research Presented to the Faculty of

In Partial Fulfillment of the Requirements

Andrea Gabrielle F. Ponseca

TITLE OF RESEARCH: Effectiveness of Tourism Promotion using

NAME OF PROPONENTS: Andrea Gabrielle F. Ponseca

In Partial Fulfilment of the Requirements

Mr. Janoah B. Dela Cruz

Mr. John Lewie Q. Pagco

Mrs. Razel D. Villamor

TITLE OF RESEARCH: Effectiveness of Tourism Promotion using

NAME OF PROPONENTS: Andrea Gabrielle F. Ponseca

In Partial Fulfilment of the Requirements

Mr. Janoah B. Dela Cruz

APPROVED FOR FINAL DEFENSE:

Mr. John Lewie Q. Pagco

Mrs. Razel D. Villamor

Mr. Janoah B. Dela Cruz

Accepted and approved by the Research Panel

Mr. Janoah B. Dela Cruz Mrs. Razel D. Villamor

Mrs. Bernadette A. Pangaligan

Mrs. Sheila Marie Llesol

The researchers would like to thank the following:

Researchers: Andrea Gabrielle F. Ponseca

Degree: Bachelor of Science in Tourism Management

Date of Completion: January 2023

Our research or conclusion is as follows; Facebook is effective when it came to tourism

1 Input Process Output (IPO Model) 14

2 Official Grammarian Certificate 45

4 Consultation Paper 10-17-2022 47

5 Consultation Paper 10-21-2022 48

6 Consultation Paper 10-24-2022 49

7 Consultation Paper 11-03-2022 50

8 Consultation Paper 11-15-2022 51

9 Consultation Paper 11-18-2022 52

10 Consultation Paper 11-22-2022 53

11 Consultation Paper 01-03-2022 54

12 Researchers’ Resume – Ponseca, A. 55

13 Researchers’ Resume – Geollegue, N. 56

14 Researchers’ Resume – De Leon, J. 58

15 Researchers’ Resume – Gonzales, N. 59

16 Proof of interview with private resorts and events place employees 60

1 The Role of Facebook 23

2 Promotional Cost as an Issue 24

3 Technicality and Creativity as an Issue 25

4 Privacy Concerns as an Issue 26

6 Multiple Sources of Information as an Advantage 28

8 Did Facebook Meet the Demands and Expectations 31

9 The Demands and Expectations Expected of Facebook 32

10 How Facebook’s Effectiveness is Measured 33

12 Actual Research Expenses 62

1 ISM- Indian Social Media 6

2 IPO- Input Process Output 15

Background of the Study

STI COLLEGE, SAN JOSE DEL MONTE 1

1.1 Promotional cost;

1.2 Technicality and creativity and

2. What is the advantage of using Facebook as promotional tool?

2.2 Multiple sources of Information and

STI COLLEGE, SAN JOSE DEL MONTE 2

STI COLLEGE, SAN JOSE DEL MONTE 3