INFLUENCE OF DIGITAL CONTENT MARKETING OF ANTIPOLO

RESTAURANTS AND CAFES IN TECHNOLOGY-ENHANCED

DESTINATION EXPERIENCE

A Thesis Presented to
College of Tourism, Hospitality, and Transportation
Management Polytechnic University of the Philippines

In Partial Fulfillment of the Requirements for

Tourism Research Methods and Technique

Espiritu, Jastine Marie

Guerrero, Paula S.
Jaca, Franchesca O.
Rabuga, Dianne Christine Angela
Santos, Shiena Mae L.

Bachelor of Science in Tourism

Management 2021
 Chapter I
THE PROBLEM AND ITS SETTING

Introduction

Antipolo is a municipality and the declared capital of Rizal province (Aguilar,

2020). It is about 45 minutes away from Manila. It remains a delightful location for

couples or groups of friends seeking a quick escape from the fast-paced city life,

with its picturesque view of Metro Manila's panoramic views, popular pilgrimage

spots, and charming cafes (14 Antipolo Tourist Spots For Your Upcoming Trip,

2021) Antipolo is also distinguished by its religious heritage. Our Lady of Peace

and Good Voyage is known in the city. For Filipinos seeking a spiritual and secure

journey, the Virgin Mary's church of Antipolo serves as a pilgrimage venue. On a

Sunday, you might witness motorists receiving blessings for their new vehicles. In

addition, during Holy Week, the city welcomes Visita Iglesia pilgrims (Valdez,

2017).

Digital Content Marketing (DCM) is a type of marketing that uses digital

marketing tools to publish information, reviews, and marketing content to promote.

Hollebeek, L. D. and Macky, K. (2019) defined Digital Content Marketing as “the

creation and dissemination of relevant, valuable brand-related content to current or

prospective customers or digital platforms to develop their favourable brand

engagements, trust and relationships” (p. 27). In this era dominated by social media

and technology, researchers have seen the potential of this type of marketing and its

timely effectiveness to tourism destinations.

Digital Content Marketing’s social impact leads to electronic word of mouth (e-

WOM) (Bu et al., 2021). Consumers preferred e-WOM platforms, and it can be an

advantage for marketers to utilize e-WOM marketing (Erkan, I. & Evans, C., 2016).

Bigger brands like Coca-Cola, McDonald’s, and Microsoft have been successful in

creating digital content as their marketing materials and these resulted in brand

awareness and brand image. People especially newer generations are into internet

searching and it motivated marketers to innovate and shift from traditional

advertising. A study conducted by Matthew, V. and Soliman, M. (2021) found that

the perceived enjoyment and perceived convenience based on Digital Content

Marketing are what drives and influences consumers’ intention and behaviour to

purchase tourism products and services. The benefit of this is that it contributes to

and influences the purchasing behaviour and decision-making process of the

tourists because it helps them to have information available in just one click (Gurjar

et al., 2019).

Researchers have seen the influence of Digital Content Marketing on the stages

of the tourist experience in the Tourism Consumption System. Dubelaar &

Woodside (2002) defined Tourism Consumption System (TCS) as the collective

travel recommendations, decisions, and behaviours of an individual traveller before

the trip, during the trip, and after the trip. TCM theory focuses on understanding

tourists’ destination choices based on their pre-trip, during the trip, and post-trip

experiences rather than focusing on predicting their purchasing decisions. In the

pre-trip stage also known as the destination image, tourists search on social media

for ideas and recommendations before purchasing tourism products and services.

During the trip stage or perception of destination, attributes are where tourists

will compare their perception during the trip with their pre-trip perception to confirm

if it matches their expectations before purchasing. After the trip, tourists will then

evaluate the tourism products and services based on the satisfaction it gives and this

is under the post-trip stage or satisfaction and behavioural intention.

On March 11, 2020, the World Health Organization (WHO) declared COVID-

19 as a global pandemic as it continues to rapidly spread all over the world

(Pharmaceutical Technology, 2020). Governments across the globe have taken

immediate response by locking down their countries and imposing travel bans to

avoid the rapid spread of COVID-19 which resulted in a drastic impact on the

tourism industry (Fotiadis et al., 2020). The first few months of 2020 in lockdown

resulted in 900 million fewer international tourists’ arrivals which mean that the

industry lost 935 billion in US dollars export revenues from international tourism

(UNWTO, 2020). After years of lockdowns and quarantines, people have already

adapted to living digitally and remotely. According to the study conducted by

Bekkhozhaeva et al. (2020), digitalization served as a new form of communication

between producers and consumers in the travel industry and it can be a way in

achieving the development of the economy in the world. Tourism Secretary

Bernadette Romulo Puyat highlighted that after being closed for several months in

2020, tourism in Rizal is slowly but steadily resuming, bringing much-needed

employment and revenue back to the state (DOT to spur domestic tourism in Rizal,

2021). Thus, researchers have seen the potential of Digital Content Marketing to

attract tourists again even at the time of the pandemic.

The main objective of this research is to observe how digital content marketing

influences restaurants and cafes in Antipolo. While Antipolo is well- known as a

pilgrimage destination, many people are unaware of the city's potential beyond

religious tourism. Researchers have seen the potential of promoting the other side of

Antipolo aside from it being a pilgrimage site. The town of Antipolo has a rich

history behind it, but its tourism industry is still struggling to make itself known to

the rest of the world. Aside from this, researchers have seen the emergence of

Digital Content Marketing in promoting the destination despite the threat of a

pandemic. The study focuses on specific areas to discover its effects and positive

impacts, which can help develop a strategic marketing plan. The findings of this

study can be relevant to businesses; the specific area studied the tourism industry

and enterprises, and its stakeholders.

Theoretical Framework

Figure 1. Tourist Consumption System Theory

Tourism Consumption System (TCS) theory written by Woodside and

Dubelaar (2002) indicated that the tourism consumption process is a whole

experience, containing established views, choices, and manners in pre-trip, during

trip, and post-trip. Experience is what the tourist will gain as a result when they

come across the encounter products, and services of the business, physically and

mentally (Agapito et al., 2013). Woodside and Dubelaar (2002) specified that the

entire tourists are holding and practicing gratitude for them to find motivation in

their everyday lives despite the pandemic (Singh, 2020). Experience that occurs at

one phase, can affect the next stage experience. Consequently, the entire experience

could be influenced by either the pre-trip stage, where information that the tourist

acquired forms the image of destination (Moyle & Croy, 2009), or perception of

destination in the during-trip stage (Larsen, 2007) and satisfaction and behavioral
 purpose in the post-trip stage (Wijaya et al., 2013).

Figure 2. Technology Acceptance Model

The Technology Acceptance Model (TAM) theory has been widely tested and

applied in diverse researches, to investigate and predict online customer intention as

well as behavior (Koufaris, 2002). Technology Acceptance Model has long been

recognized as one of the most influential models of technology acceptance.

According to Davis (1989), two primary factors influence an individual’s intention

to use new technology: viewed ease of use and perceived usefulness. Other factors

are perceived enjoyment and perceived convenience. While Technology

Acceptance Model (TAM) has been critiqued for a variety of reasons; it remains a

useful overall framework that is compatible with several examinations into the

elements that impact older individuals’ intentions to utilize new technology (Braun,

2013).
Conceptual Framework

Figure 3. Conceptual Framework

The title of the research is Influence of Digital Content Marketing of Antipolo

Restaurant and Cafes in as a Technology Enhanced Destination Experience. In this

study, the researchers will look into the Digital Content Marketing of Antipolo

Restaurants & Cafes to identify the attitude of prospective target market towards

Digital Content Marketing and its usability by identifying data that will assist them

in knowing the pulse or perception of the population. In this study, the researchers

will examine the stages of the tourist experience (pre-trip, during the trip, and post-

trip), which will allow them to gain an understanding of the customers' perceptions

of the location, as well as the rate of satisfaction with the destination. This

framework will help the researchers determine the overview on destination

experience that will lead the determine if the destination was a

 technology-enhanced destination experience, which is an ideal route on which at

least three major tourist destinations are located in such a way that none of these are

in the same town, village, or city, with the use of social media and advanced

technology.

Statement of the Problem

This study aims to determine the technology-enhanced destination experience enabled

by mobile technologies and social media platforms in Restaurants and Café in Antipolo.

Specifically, it seeks to answer the following questions:

1. What is Digital Content Marketing's level of influence on the stages of the tourist

experience in terms of:

a. pre-trip

b. during trip

c. post-trip

2. What is the level of agreement in terms of using Digital Content Marketing

based from:

a. perceived usefulness

b. perceived ease of use

c. perceived enjoyment

d. perceived convenience
 3. What is the level of influence of Digital Content Marketing in terms of:

a. Destination

b. Perception

4. What is the level of satisfaction of Digital Content Marketing in terms of:

a. Attraction

b. Accessibility

c. Service

d. Safety

5. Is there any significant relationship between the level of influence and level

of satisfaction?

Hypothesis

Hn: There is no significant relationship between the level of influence and level

of satisfaction.
Scope and Limitations

The research study will focus on the influence of digital content marketing in Antipolo

café and restaurants in technology enhanced destination experience. A descriptive

quantitative method will be utilized as the research design.

The study is limited to customers who already visited any cafés and restaurants in

Antipolo with a total number of 100 respondents. The findings are acquired from a

survey questionnaire administered through Google forms. The study entails some

limitations which must be taken into account when clarifying the results. The perception

of the participants may have an effect from the circumstances that were unable to be

mentioned in this particular study. Looking into the respondent’s technology enhanced

destination experience towards digital content marketing; the findings can only be

accurate and significant to the selected respondents. The selections of respondents in

this study were based on the overall experience in terms of using digital tourism.

Significance of the Study

The findings of this study will benefit the following people:

Tourists - This research will give insights to tourists regarding Digital Content

Marketing’s level of influence on their technology-enhanced destination experience

and satisfaction
 Restaurant and Café Owners – The result of this study will benefit restaurant and

café owners by providing information and new marketing ideas which can help their

businesses in attracting more tourists and in boosting their sales.

Local Government Unit (LGU) – This research will provide data and knowledge

that can help the Local Government Units strengthen tourism promotions support in

the specific area that they are handling.

Community – The outcome of this study can give the community necessary

information as well as support for the community’s tourism promotion and lead

generation of businesses

Professors and Teachers – Faculty members will have input that they may use as a

teaching resource and for future studies regarding Digital Content Marketing and its

influence on businesses, tourists, and the area where it is applied.

Students – This research will provide certain information that students (particularly

those with tourism-related courses) may use as their guide for educational purposes

Future Researcher. This study will be beneficial to the future generations of

researchers as a guide for their future research study

Definition of Terms

Accessibility - is the quality of being able to be reached easily.

Attraction - is the place itself that draws the interest of the tourist.

Destination - is the place where the tourist journeyed to.

Digital Content Marketing - is a management process that uses digital products

through a variety of electronic mediums in order to classify, create, and meet

customer needs and promote businesses digitally.

During Trip - is the stage of tourist experience where they will go to the destination

and confirm all the information, they have searched during the pre-trip stage.

Electronic word of mouth – or e-WOM is consumer-generated, consumption-

related communication that employs digital tools and is directed primarily to other

consumers.

Perceived Convenience - is the level of convenience in terms of time, place and

execution when an individual uses Digital Content Marketing.

Perceived Ease-of-use - is the extent to which users believe that they can use the

Digital Content Marketing without any interferences that can become an hindrance

for them.

Perceived Enjoyment - is the degree in which using the Digital Content Marketing

is perceived to be enjoyable on its own separately from any performance

consequences that may be expected.

Perceived Usefulness - is the insight of users where they believe that using Digital

Content Marketing can improve their experience.

Perception - is the most influential part in destination’s image and this carries a

weight in a tourist’s destination planning

Post Trip - is a stage of tourist experience where tourists will evaluate their whole

experience which will result in satisfaction and behavioral intention.

Pre-trip - is the stage of tourist experience wherein the tourists gather information

online related to the destination they would like to visit and plan their trip.

Technology Acceptance Model (TAM) - is an information systems theory that

models how users come to accept and use technology. The actual system used is the

end- point where people use the technology

Technology Enhanced Destination Experience - are destinations that have

embraced technology as a competitive advantage to provide modern and engaging

tourism experiences in today’s world.

Tourist Consumption System Theory (TCS) - is defined as the collection of linked

vacation ideas, attitudes, and behaviors that a deliberate tourist possesses prior to,

throughout, and after a trip.

Satisfaction - is highly significant in terms of effective destination marketing. It can

determine the impact to product and services and the decision from the tourist to

return as well.

Safety - is the condition wherein the tourist feel protected from any forms of danger.

Service - is the intangible element that the tourism industry offers that has an overall

effect on the tourist experience.

 Chapter II

REVIEW OF LITERATURE AND STUDIES

This chapter includes all relevant related literature and studies after the researchers

conducted a thorough and in-depth search. It contains readings and writings from

referred journals, local publications, and electronic sources to help with the study's

support and development. Synthesis of the study is also presented in this chapter for

better comprehension.

Digital Content Marketing

Digital content can be defined as a bit-based matter that is available

electronically for accessibility. It is an electronic arena for reaching clients, making

corporations for effective deployment of the firm's strategies, sending the required

amount of information that may be adjusted for personal requirements, and attaining

innovation (Mathew & Soliman, 2020). The American Marketing Association defined

digital marketing as activities, institutions, and processes facilitated by digital

technologies for creating, and delivering value for customers and other stakeholders

(Kannan, 2017). Wang et al. (2019) interpreted DCM, or Digital Content Marketing as

something that distributes and shares relevant as well as timely content to engage with

customers at the appropriate phase in their consideration processes when buying, in such

a way that it influences them to convert to a business building outcome. Digital content
in any existing businesses has become increasingly crucial and the significant increase

of digital content is transforming how people and businesses find information and

connect with one another (Järvinen & Taiminen, 2016). Furthermore, Alaei et al., (2017)

stated that technological changes and the use of various digital devices such as

smartphones have significantly changed the entire perspective of the tourism industry.

Digital application in marketing has been studied by prior researchers, and it was found

that the implication of the tourism-related content shared through social media creates a

major impact and it influences tourism in terms of both performance and reputation.

Digital technology in tourism provides each traveler more autonomy and the ability to

customize their journeys. Additionally, it extends a platform to communicate with

intermediaries and service providers regarding travel information and comments, as well

as the general public to exchange travel experiences.

Promotional Activities are those that are designed to draw attention to a product

or service. There are a plethora of justifications for incorporating digital influencers into

a company's marketing efforts, as well as a plethora of benefits that can be realized as a

result of such efforts. All investigations and research have unquestionably identified and

discussed the relationship between the content conveyed and a specific individual as the

most important and frequently addressed concern. The authenticity of the influencer's

message inspires trust in the recipients and enables for the development of relationships

with them. When you consider the current market conditions, this is highly significant.

User- generated content and word-of-mouth recommendations are more trusted by

 customers globally, according to Nielsen study, with 92 percent of people worldwide

trusting them more than advertising (Rakuten, 2019).

The most important advantages and challenges associated with the use of digital

influencers in promotional activities for organizations are outlined below. When a

company uses influencers in its marketing activities, there are numerous benefits that

can be gained from doing so. There are numerous benefits that can be gained from doing

so. All investigations and research have unquestionably identified and discussed the

relationship between the content conveyed and a specific individual as the most

important and frequently addressed concern. The authenticity of

the influencers' message inspires trust in the recipients and enables for the development of

relationships with them. When you consider the current market conditions, this is highly

significant. User-generated content and word-of-mouth recommendations are trusted by

92 percent of consumers worldwide, according to a Nielsen study. They are trusted more

than advertising. Therefore, the influencer's efforts contribute to the humanization of the

brand as well as increased knowledge of its existence. An essential issue associated with

operations involving the use of digital technology is the issue of data security (Rakuten,

2019).

In the tourism industry, the advantage of providing a positive client experience

is a critical decision-making factor. I’m talking about the fact that a hotel should not sell

services or things, but rather experiences. The ultimate goal must be to provide unique
 experiences, in order to increase customer loyalty, improve reputation, provide better

service, and so on. Above all, we must be able to answer questions such as: is the

location good enough for my needs?, are there any nearby restaurants?, what can I do

during a weekend in Bilbao?, is there anything interesting going on when I arrive?, I am

on a business trip and have an afternoon free, what can I do near my hotel?, and so on.

Providing assistance to the consumer in resolving these “pain in the neck” issues or

challenges goes a long way toward adding value (Maurer, 2021).

A long-term content marketing plan that allows us to get to know the client we

are targeting and their requirements is the most effective method of providing gratifying

responses and solutions to them. Customers will receive solutions to their concerns

through the use of relevant, interesting, and easily available material that is accompanied

by helpful information. Your ultimate goal, whether you’re a hotel search engine, a hotel

chain’s website, or any other firm that provides tourism services to final consumers, will

be to gain more visibility, enhance

engagement with your digital assets, and improve either your brand positioning or image. It

is critical to remember that content marketing is not a direct marketing effort; rather, it is

a strategic commitment to give value and foster long-term engagement with the target

audience (Maurer, 2021).

In this context, expenditure on online promotional activities is increasing in a

consistent and extremely dynamic manner, as evidenced, among other things, by a

steady increase in expenditure on digital advertising, while expenditure on traditional

 media is dropping. In 2019, digital advertising expenditure is predicted to account for

more than half of total worldwide advertising expenditure, with mobile advertising

experiencing the fastest growth rates of all. At the same time, in two out of twenty

nations, such as the United Kingdom, China, Norway, and Canada, digital advertising

has already surpassed traditional advertising as the leading advertising medium (Enberg,

2019).

Successful Digital Marketing in the Travel and Tourism Industry should not just

stop enticing guests to buy travel deals. When developing a successful one, you should

incorporate the strategy in your plan. It is necessary to understand the three phases of

travel in order to bring your guests back to you and earn their loyalty. Remember,

providing excellent service to your guests is essential to maintaining their loyalty.

Always keep in mind that your primary goal during this

period is to provide your guests with the finest possible travel experience while minimizing

the amount of hassle they have to endure. Being in a strange environment can cause a

small amount of anxiety. The first phase entails providing your customers with a

positive online booking experience. Providing your guests with a simple and quick

booking option is an excellent approach to show them that you care. Make certain that

you do not overlook any factors that could cause your guests to experience difficulties

upon arrival at the airport.

 Additionally, at this phase, you should introduce good areas to be on your

website, page, or channel, among other things. Content, video, and other marketing

efforts to assist your guests in booking a nice travel destination that will undoubtedly

help them relax and be stress-free are covered under this category. You have no idea

where you are going or how to get there, and you have no idea where you can get some

basic necessities. You have no idea where you are going or how to get there. No matter

how enthusiastic we are about our vacation, moving from one location to another is a

taxing experience. What you can do as a travel service provider is to assist your

passengers in reducing their stress and inconvenience during the in-flight phase of their

journey. In order to provide its traveling customers with the most up-to-date information

about their current and upcoming promotions, as well as recommendations for

interesting places to visit, airline firms are now investing in an offline website. Reaching

people who are flying to your area and providing them with the exact services they

desire is becoming a possibility in the very near future, thanks to the increasing number

of airlines that are providing free WiFi on board to customers (Nilead, 2018).

The rapid and severe environmental change, as well as intense rivalry, need the

use of innovative marketing methods and approaches by tourism businesses. Digital

content marketing (DCM) has recently risen to prominence as one of the most effective

marketing strategies available, with significant benefits and ramifications in a variety of

contexts and domains. In addition, it is discovered that customers' attitudes toward

perceived enjoyment and perceived convenience are antecedents of their intentions and
behaviors when utilizing Digital Content Marketing to purchase or pick a specific

tourism product or service. When it comes to developing tourist plans and marketing

activities, the practical consequences will be extremely beneficial to marketers and

tourism authorities. Future research can be expanded to include other target groups who

are aware of the distinctions in regional cultures (Mathews & Soliman, 2020).

The effects of the digitalization of the economy on tourist behavior can be seen

in the stages of pre-trip, during trip and post-trip. A trip's pre-consumption phase begins

with a dream. The tourist compares possibilities, talks to friends and relatives, chooses

the best options, prepares the specifics of the trip in real-time communication with

service providers, books the trip, and eventually purchases the product in the next steps

of this phase. Digital travelers can now choose from a global range of places and

accommodations; this range of possibilities has made the decision-making process more

complex and extensive than in the past (Buhalis and Law, 2008, as cited in Gabbianelli

et al., 2020). In the pre-trip phase, new digital technologies also enable tourists to use

their smartphones, PCs, or smart eyewear to sample AR or VR offerings (Beck et al.,

2019, as cited in Gabbianelli et al., 2020). The initial step for travelers during trip is to

seek for travel inspiration. Social media has an essential role in generating such ideas,

minimizing visitor danger, and facilitating the visualization of potential destinations

(Gretzel and Yoo, 2008, as cited in Gabbianelli et al., 2020). Digital tourists use apps

and other services to obtain information, images, videos, and other content, which they

may share with their friends, family, and social networks. This occurs during the trip,
providing the tourist experience an opportunity for the traveler's entire social network to

participate in real-time in his or her adventure through comments and reactions to the

story being shared (Gabbianelli et al., 2020). During Post-trip, the digital tourist finds

another occasion to affirm his/her identity and give more meaning to the just-completed

experience. As they did during their trip, a tourist may turn to blogs and websites to

share photos and videos with their friends and with the public after their trip as well

(Shao, 2009; Fotis et al., 2012; Parra-López et al., 2012, as cited in Gabbianelli et al.,

2020). During each travel period, tourists' purchasing and consumption patterns shift

significantly. Tourists have developed into remarkable content creators that are uploaded

to the web via various social media sites and then shared and complimented by friends

and followers (Gabbianelli et al., 2020).

Stages of Tourist Experience

Tourist experience is a complex amalgamation of distinctly subjective components

that shape tourists’ emotions and attitudes towards their visit (Chen et al., 2020). J. Kim

and Jang (2016) deployed an experimental design and revealed the influences on culture

event attendees’ biographical memory cues illustrated by recollection and vividness.

Beyond bilateral relationship examinations, Tsai (2016) in the case of local food

consumption, they went a step further and considered place attachment as a mediator

between memorable experiences and future visit intention. His study confirmed that

positive visit experiences lead to a deeper sense of place attachment and a desire to

return in the future. Most recently, Knobloch, Robertson, and Aitken (2017) evaluated
tourist encounters go beyond hedonistic pleasures. They used in-depth interviews

shortly after the completion of specific recreational activities to examine experience

from a eudaimonic standpoint.

Further, Park and Santos (2017) explored the essential elements of a memorable

travel experience from three perspectives: before, during, and after the trip. Their

findings imply that the most recalled recollections occurred in the third stage, after the

trips had ended, since novel and unexpected travel experiences helped them to

distinguish their current experiences from prior ones.

Digital Content Marketing Usage

Digitalization is modifying the traditional way of tourism in the contemporary period as

the new created application of high technology for the use of marketing such as

smartphones, mobile application, and virtual reality are tourism research’s focuses

(Akhtar, 2021). Today’s generation includes tourists who often use their smartphones to

gather information that they are looking for no matter where and when they want to.

Information Communication Technology has become a fundamental segment of the

tourist experiences as the tourists use different gadgets as a primary instrument in order

to plan their trips, make the most out of their tour experiences, and also, to share it to

others once they returned to their homes (Gonzalez et. al., 2018). As per Sherman

(2019), Digital Content Marketing helps even the small businesses to create a good

relationship with their consumers to boost brand awareness as well as engagement with
the target market. Additionally, Digital Content Marketing acts as a platform to link

with mediators and service providers about travel information, and feedback

through the community where they share travel experience (Alaei et al., 2017) as

online comments, reviews, and recommendations can also be helpful for other

travelers’ decision making related to travel and tourism (Neidhardt, Rümmele, &

Werthner, 2017) According to the “Digital Marketing Plan Survey” done by Ascend2

(2019), Digital Content Marketing is still the most effective strategy to produce

potential customers, and revenue sources for best conversion rates for travel

destinations as well as other tourism products Destination

For its influence on travelers' decision-making processes, particularly when

choosing a trip destination, destination image has become a more appealing field of

research (Lian and Yu, 2017; Wong and Qi, 2017). Tourist destinations' appeal, and

hence its performance, is primarily determined by the destination's image, as well as

shifting perceptions and behaviors among passengers.

A review of the literature on locals' views toward tourism was conducted by

Hadinejad et al. (2019) reveals the lack of understanding of how temporal perspective,

destination image, and environmental concern influence ecotourism intention, as well as

the elements that motivate Vietnamese travelers' ecotourism intention. People who

understand the importance of protecting natural resources are more likely to act

responsibly toward the environment. When it comes to vacation plans, such people are

more inclined to prefer ecotourism over other types of tourism. This is due to the fact
 that ecotourism promotes long- term development by reducing the harmful effects of

tourism on the ecosystem. In an assessment of the literature on tourist ethics, Holden

(2019) points out the role of environmental ethics in the development of sustainable

tourism. Similarly, Bertella (2019), through the importance of environmental ethics in

the development of sustainable wildlife tourism is emphasized from the standpoint of

animal ethics. Alrawadieh et al. (2018) stated that the tourism sector has been

profoundly transformed by the introduction of the second generation of the internet,

known as Web 2.0. Travelers can use Web 2.0 applications to effortlessly communicate

and exchange information about tourism spots with other travelers. The increased

reliance of potential travelers on the "wisdom of crowds" throughout their travel

planning process has brought destination planners and politicians' attention to the impact

of electronic word- of-mouth (eWOM) on tourist destination image. The growth of the

online destination image is due to the massive volume of information published on

travel-related Web2.0 applications. According to Mak (2017, p. 282), online destination

image is the "online representation of the people's beliefs, wisdom, concepts, emotions,

and overall perceptions of a location. “Considering that online image is a central

component in tourist destination image (Lian and Yu, 2017), travelers' tales about

places, which have been spread on many web channels, including travel blogs, have

received a lot of attention.

Perception

Tourists’ perception is the most influential part in destination’s image. This carries a

weight in a tourist’s destination planning. It is important for destination’s marketing

organizations to recognize the power of perception to a destination to identify effective

marketing strategies for a technology enhanced destination. Darwish (2021) suggests

that destinations should have a strategy in place to manage their online reputation. They

can start with analysis of the online reputation or finding out how people perceive the

destination and measure online sentiments. Whether there’s negative or positive, the

main goal is to always present the positive sentiment. Nowadays, social media highly

impacts tourists’ perception towards a destination. Visual aspects affect people’s choice

of destination and Instagram had a significant impact in tourists’ travel planning. Photos

and videos are highly influential and convincing than information in text and comments

only. Although these are highly-influential, recommendations influence tourists the

most. Hence, websites and platforms that contain user- generated contents and reviews

are popular sources of information (Tertunnen, 2017). Jorge et al. (2020) study found

that digital marketing tools such as website, e-WOM, online bookings and online

reviews are all perceived useful. Researchers implied that tourists have the habit of

planning and purchasing tourism products online. They recommended that technology

and digital contents could be a big help in raising awareness of a destination and it can

serve as a trigger for tourists to discover the destination and allows awareness for

tourists’ for a lower cost. Technologies highly influence the Generation Z’s trip planning
decision (Liberato et al., 2019). It enhances the tourists' perception especially during the

pre-trip where destination planning and purchasing happens. Digital Content Marketing

highly influences tourists’ perception towards a destination and their decision making as

well as planning in purchasing a tourism product. Social media influencers are digital

content creators and they can serve as a form of promotional media. A study conducted

by Jaya & Prianthara (2020) found that social media influencers, destination image, and

brand image are correlated in having positive significant effect on tourists’ purchase

intention. It implicated that social media influencers have a positive and significant

influence towards destination’s image and brand image. The better the influencers

perceive and promote the destination, the better it influences the destination’s image and

brand image. This study suggested that the destination’s marketing should create a

positive brand image through social media influencers as they highly influence the

tourists’ perception towards the destination

Satisfaction

The tourist satisfaction is highly significant in terms of effective destination marketing

(Saini and Arasanmi 2021). It can determine the impact to product and services and the

decision from the tourist to return as well since they promote the destination on social

media and online ratings, thereby contributing to business and destination

competitiveness. A research initiated by the Department of Tourism Planning and

Hospitality Management International of Islamic University Malaysia year 2019, as

Millennial's emotion strongly connected to technological interaction, one as well as the

other of these aspects are possible to be used as the parameter in measuring their

destination attachment. The uniqueness and distinction of satisfaction acquired from

digital tourism engagement amend the predictors of tourist digital advocacy behavior

(Saini and Arasanmi 2021) that visualizing the feasible progression of intensity of

destination affection constitute of technology-emotion relation. The satisfaction

continuum of technology mediated experience portraying the positive relation between

the level of technological engagement and intensity of emotional satisfaction and the

hierarchy constitute of technology assisted, enhanced, and empowered experience

Technological engagement, for instance, satisfy dynamic information and entertainment

needs that suit demand of the modern creative tourist. Consequently, in a study

conducted by Kainan University in Taiwan last 2016, Tan stated that smartphone usage

at the destination and tourist experience and trip satisfaction arising from the

entanglement of the physical and virtual spaces. The connections are studied in the

context of Hualien, a popular nature-based destination in Taiwan. Its offerings can

provide tourists rich entertainment and escapism satisfaction.

In 2020, a study by the Faculty of Business, Multimedia University, Wang et al. (2019)

determined that online destination from travel blogs can accommodate tourists to make

better travel decisions by matching their preferences andmake an imprinted imagery in

tourists' minds during the search phase which were subsequently used in the formation

of their satisfaction judgements at the destination since cognitive travel destination

image has a significant positive effect on overall satisfaction with the destination.

Another research made by Journal of Urban Technology in year 2018, since tourist are

increasingly use information from user generated content websites to make travel related

decisions, as stated by (Da Costa et al., 2018). These types of platforms are based on the

idea that tourists rely on other travel reviews to plan their own trips, and can be at least a

satisfactorily helped in their decision- making. Lastly, as per the research conducted

Ecological Informatics of Economics and Business year 2021.

Digital Content Marketing can increase customer satisfaction with and trusting tourism

companies, according to Zhu (2021) finally, through experiments, it is found that the

smart tourism system constructed in his study effectively improves the modernization of

smart tourism, facilitates tourists to conduct rural tourism more conveniently, and

promotes the development.

Perceived Usefulness

Perceived Ease of Use

Perceived Enjoyment

The perceived enjoyment pertains to the extent of how technology can be perceived

to be personally enjoyable with the help of the benefits that can be derived from the

technology. It influences the intention to utilize the technology due to it positively

affects the tourist’s intention to adopt (Rouibah et al., 2016).

This can also be beneficial to the perceived usefulness as it is a great contributor to to

directly predict the informativeness, attitude, and strength that helps to boost the

perceived usefulness ( Holdack et al., 2020)

Perceived Convenience

The perceived convenience is one of the main determinants of the success of Digital

Content Marketing (DCM) The convenience that the tourists perceived with the Digital

Content Marketing (DCM) such as tourists finding it very easy navigate it since they are

comfortable trusting the information relying on it (Wahyu et al., 2021) This affects the

factors of the tourist to accept the intention of Digital Content Marketing (DCM.) In

addition, perceived convenience has a valuable impact to the loyalty and convenience

among the tourists since it also pertains on how it provides the time and place benefits

for the tourists (Ozturk et al., 2016)

Synthesis of the Study

In the midst of COVID-19 pandemic, a lot of countries promulgated prohibitive

measures such as lockdown and travel are only allowed for essential errands in order to

prevent new COVID- 19 cases. The Tourism Industry is one of the sectors that are

mostly affected by the pandemic. The number of visitors declined and tourism service

providers were weakened. To mitigate its negative impact, tourism businesses must

adjust to new conditions and rebuild their promotional strategies in order to prosper in

the new normal era. Digital Content Marketing (DCM) gives relevant and timely content

in order to lead the customers at the appropriate phase in their consideration stage when

buying, in such a way that it influences them to convert to a business building outcome.

Consequently, in any existing businesses it has become increasingly crucial and the

significant increase of digital content is transforming how people and business find

information and connect with one another (Kannan, 2017). Basically, Digital Content

Marketing (DCM) influences the tourist experience. Tourist experience is a complex

amalgamation of distinctly subjective components that shape tourists’ emotions and

attitudes towards their visit (Chen et al., 2020). Park &Santos (2017) and Dubelaar &

Woodside (2002) explored the essential elements of a memorable travel experience from

three perspectives which are the pre-trip: destination image, during trip: perception of

destination attributes, and post trip stage: satisfaction and behavioral intention.

Destination majorly influences travelers' decision- making process that is why

destination image is very important. Digital Content Marketing (DCM) is incorporated

with destination through online destination image. According to Mak (2017, p. 282),

online destination image is the "online representation of the people's beliefs, wisdom,

concepts, emotions, and overall perceptions of a location. Considering that online image

is a central component in tourist destination image (Lian and Yu, 2017), travelers' tales

about places, which have been spread on many web channels, including travel blogs,

have received a lot of attention. Tourists’ perception is the most influential part in

destination’s image. This carries a weight in a tourist’s destination planning. It is

important for destination’s marketing organizations to recognize the power of perception

to a destination to identify effective marketing strategies and to a technology enhanced

destination.

The tourist satisfaction is highly significant in terms of effective destination

marketing (Saini and Arasanmi 2021). It can determine the impact to product and

services and the decision from the tourist to return as well since they promote the

destination on social media and online ratings, thereby contributing to business and

destination competitiveness.
 Chapter III
RESEARCH METHODOLOGY

This chapter presents the research methodologies used in the study. This includes

the research design, population, sample size and sample technique, description of

respondents, research instrument, data gathering procedure, and the statistical

treatment of data

Research Design

Descriptive research design will be used in this study. Descriptive research

design is a type of quantitative research method that aims to systematically and

accurately gather quantifiable information for the statistical analysis of the

population sample (McCombes, 2020). Quantitative research is carried out in a

more organized manner. The researcher has a lot of control over the study variables,

the setting, and the research questions in a lot of cases. To determine the links

between variables and results, quantitative research can be performed (Rutberg &

Bouikidis, 2018).

Description of Respondents

The researchers will ask 100 respondents to answer the survey questionnaire

for this study. Respondents will be chosen based on their experience and

knowledge towards the study and they will be selected from Facebook posts,

reviews, and
feedback. They must be people residing in the Philippines who have visited cafés

and restaurants in Antipolo City, Rizal, Philippines.

Population and Sampling

The study will use the quota sampling technique of non-probability methods,

there will be 100 respondents who experienced visiting the café and restaurant in

Antipolo, they will be chosen from different social media sites. Non-probability

sampling is more of a sample that will represent the population, this has been widely

based on the judgment of the researcher and not as a random selection and

respondents will be chosen depending on their experience and knowledge towards

the study, which will require an extra caution, due to the selection bias. Campbell

(2020) stated that it is a very adequate sample for the aims and objective of the

study, because it will serve as a guide for better insights and concise information.

Research Instrument

The instrument that will be used in this study is an online survey form to

know the influence of digital content marketing on a technology enhanced

destination. Online survey is more convenient and often preferred by respondents

because they can answer at their convenient time and at their own pace which

means it can help to increase response rates (Sutherland, 2019). The link of the

survey questionnaire will be sent through Facebook Messenger of the respondents.

 The survey will be divided into four parts: first is the Digital Content

Marketing’s level of influence to Stages of Tourist Experience, next is the level of

agreement in terms of using Digital Content Marketing, then the level of influence,

and lastly the level of satisfaction. The questionnaire will use Likert Scale,

respondents will be asked about the level of influence of digital content marketing

with the following indicators: High Influence, Moderate Influence, Fair Influence,

and No Influence At All. They will also be asked to choose their level of agreement

namely Strongly Agree, Agree, Disagree, and Strongly Disagree (Yendri, 2019).

Statistical Treatment of Data

The researchers will use inferential statistics for the study’s data treatment.

Inferential statistics helps in drawing conclusions and making predictions from

data. It can also be used after collecting data from a sample, to learn more about the

wider population from which the sample was drawn (Bhandari, 2020).

The acquired data from the survey will be analyzed quantitatively to know the level

of influence of Antipolo Restaurant and Cafes’ Digital Content Marketing in

technology enhanced destination experience. To determine the result of the

gathered data by the researchers, the proponents will use the following statistics:

1. Frequency and Percentage Distribution

Frequency and Percentage distribution is a representation that shows the

number of observations within a given interval. This will be applied to analyze and
interpret the data gathered for the given set of questions under the statement of the

problem.

Formula:

Where:

P = Percentage

f = Frequency

n = Total number of

respondents 100 = Constant

Mode: the most frequently occurring score in a set of data

Median

The median is a descriptive statistic that academics frequently employ to

describe the data in their investigations. The median, along with the mean (average)

and mode, is one of the measures of central tendency—a broad word for a set of

values or measurements in or near the data set's "middle."

Formula:

If the number of terms in the data set are odd

 If the numbers of terms in the data set are even

Where:

n = Number of terms

th= n(th) number

Kruskal-Wallis Test

The Kruskal–Wallis test is a non-parametric test that determines whether two

or more independent groups vary. It's a non-parametric variant of one-way

independent variables. This will be used to test the two hypotheses presented in this

study.

Ri is the sum of ranks for each group and N is the total sample size.

Kruskal–Wallis test is based on ranked data.

Data Gathering Timetable

The quantitative data in this study is derived from an online survey

questionnaire and is used to support the numerical findings of the research. First, the
researchers will obtain consent in a letter form from participants at the start of the

online survey. In this way, it solicits permission or request from the respondents

before participating in the survey of the study. The respondents will respond to the

questions based on their personal experience and level of satisfaction by selecting

one option from a Likert Scale.

The researchers will collect samples through quota sampling, wherein the

participants and locations for the study will be non-random chosen according to a

fixed quota or percentage of the population based on one or more characteristics

(Frey, 2018)

Face and Content Validity

As per (Yaddanapudi & Yaddanapudi, 2019), to ascertain internal

consistency, it requires at least 3 to 5 credible and expert validators to evaluate each

item from the questionnaire to further measure and assess whether the quantified

items correspond to any conceptual domain of the fundamental idea. Consequently,

the questionnaire of this study is evaluated by three expert validators. Afterwards,

the researchers conducted a reliability test by utilizing the Cronbach’s Alpha test.

This determined the consistency of each item from the questionnaire as a group; on

how accurate it is as a variable of interest. If the Cronbach Alpha value is 0.9 to 1 it

is interpreted as Excellent, 0.8 to 0.89 is Good, 0.7 to 0.79 is Acceptable, 0.6 to 0.69

is Questionable, 0.5 to 0.59 is Poor and 0 – 0.49 is unacceptable. Subsequent to

collecting the responses from 30 respondents of the pre-testing, it resulted in 0.95

interpreted as "Excellent" for the internal consistency.

Statistical Program Used

Reliability Test

The researchers used the Cronbach Alpha test to measure the internal

consistency of the questionnaire. After collecting the 30 respondents for the pre-

testing, the researchers proceeded in evaluating the survey using the formula of the

Cronbach Alpha.

Where:

K = number of test items

2
∑𝑠 𝑦
= sum of the item variance

s2x = variance of the total score

∝ = Cronbach’s Alpha

Based on the given formula, the number of test items is 44, the sum of the item
variance is 22.86, and the variance of total score is 316.39. Furthermore, the Cronbach

Alpha result of the questionnaire is 0.95 interpreted as Excellent in accordance with the

Cronbach Alpha Criteria.

Ethical Practices

For the sake of ethical considerations, the researchers will make certain that

the respondents will be asked to give their informed consent to participate in the

digital survey questionnaire. The important data from the questionnaire that will be

collected will be used strictly for the purposes of the research.

The researchers will sign a statement, in which they seek assistance from

their research teacher and partner in order to get the subject of study, title,

assessment, and questionnaire approved for use. Aside from that, the researchers will

give time to the respondents to answer the survey in a virtual and online environment

by giving the survey link to the participants.

Research Instrument
Dear Participants,

Greetings! The under-assigned researchers are third-year Bachelor of Science in

Tourism Management students from the Polytechnic University of the Philippines –

Manila currently taking the course Tourism Research Methods and Techniques. In

line with this, the survey is undertaken as an academic output of the researcher to

their study titled “Influence of Digital Content Marketing of Antipolo Restaurant and

Cafes in Technology Enhanced Destination Experience.”

Your participation in this research is entirely voluntary and highly appreciated. The

researchers guarantee that your responses will be confidential and only be used for

research purposes. Thank you for your time and assistance in this vital endeavor.

Sincerely Yours,

Espiritu, Jastine Marie

Guerrero, Paula S.

Jaca, Franchesca O.

Rabuga, Dianne Christine Angela

Santos, Shiena Mae L.

Questionnaire Draft:
Please give at least 3 of Restaurants and Cafe you had visited:

Directions: Please put a checkmark (✔) in the provided for each statement about the

influence of Antipolo Restaurants and Cafes’ Digital Content Marketing. The 4

indicators pertain to the following: 4 - High Influence/Strongly Agree, 3 - Moderate

Influence/Agree, 2- Fair Influence/Disagree, and 1 as No Influence at All/Strongly

Disagree.

SCALE
(Orderly VERBAL RESPONSE MEANING
Ranked)
High Influence/Strongly For statements extremely
4
Agree favorable to the construct
3 Moderate Influence/Agree For statements favorable to the
construct
2 Fair Influence/Disagree For statements unfavorable to
the construct
1 No Influence at For statements extremely
All/Strongly Disagree unfavorable to the construct

Part 1 – Digital Content 4 3 2 1

Marketing’s level of
influence on Stages of
Tourist
Experience
Pre-Trip Stage:
1. I use Digital Content
Marketing before going
on a trip.
2. Digital Content
Marketing always
provides accurate
information.
3. I gain travel destination
ideas from Digital
Content Marketing.
During Trip Stage:

1. I use Digital Content

Marketing while on a
trip.
2. I compare my
perception of Digital
Content Marketing to
my experience.
3. Digital Content
Marketing serves as a
guide during the trip.
Post Trip Stage:

1. I use Digital Content

Marketing after going
on a trip.
2. I write my feedback
online after traveling.
3. Digital Content
Marketing met my
expectations on a trip.
 4. I will recommend
Digital Content
Marketing to other
tourists.

Part 2 - Level of agreement 4 3 2 1

in terms of using DCM based
on:
Perceived Usefulness:
1. Digital Content
Marketing is beneficial
to me as a tourist.
2. I find Digital Content
Marketing helpful in
locating restaurants and
cafes in Antipolo.
3. I find it practical to use
Digital Content
Marketing to locate
Antipolo restaurants
and cafes.
Perceived Ease-of-Use:
1. I find it easy to use
Digital Content
Marketing to locate
restaurants and cafes in
Antipolo.
2. I can easily understand
how Digital Content
Marketing works.
3. It is easy for me to
become skillful at using
Digital Content
Marketing.
Perceived Enjoyment:
1. Using Digital Content
Marketing for me is
interesting.
2. I find using Digital
Content Marketing
enjoyable.
3. Digital Content
Marketing of
restaurants and cafes in
Antipolo is entertaining.
Perceived Convenience:
1. It is convenient for me
to use Digital Content
Marketing to locate
Antipolo restaurants
and cafes.
2. It is easier to find travel
destinations using
Digital Content
Marketing.
3. Using Digital Content
Marketing is efficient
for me.

Part 3 – Level of influence in 4 3 2 1

terms of:
Destination:
1. My destination choice is
influenced by Digital
Content Marketing.
2. I quickly became
interested in destinations
that I saw online.
 3. I get travel destination
ideas through Digital
Content Marketing.
4. I choose my destination
based on what I see on
social media.
5. Digital Content
Marketing influences
my travel
decision-making.
Perception:
1. I become aware of travel
destinations primarily by
using Digital Content
Marketing.
2. I perceive destinations
based on what I see on
social media.
3. I get impressions about
travel destinations from
the feedback from
people on the internet.
4. Digital Content
Marketing directly
affects a destination's
image formation.
5. I trust what I see on
social media towards a
destination's image.

Part 4 - Level of satisfaction

in terms of:
Attraction:
1. Antipolo’s restaurants
and cafes are appealing.

2. I am satisfied with my
visit to Antipolo’s
restaurants and cafés.
3. I will revisit Antipolo’s
restaurants and cafes.
Accessibility:
1. It is easy to reach
restaurants and cafes in
Antipolo.
2. The transportation price
to Antipolo’s restaurants
and cafes is reasonable.
3. Antipolo’s restaurants
and cafes have high
availability of different
modes of transportation.
Service:
1. Antipolo restaurants and
cafes offer good quality
of service.
2. The service personnel of
restaurants and cafes in
Antipolo are friendly.
3. I am well-assisted by
the service personnel of
Antipolo restaurants and
cafes.
Safety:
1. I feel safe during my
visit to Antipolo
restaurants and cafes.
 2. I feel safe because
Antipolo’s restaurants
and cafes are safety
equipped (emergency
services, first-aid kit,
etc.)
3. Restaurants and cafes in
Antipolo have safety
measures that make me
feel safe and secure

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