L.

BERNARDO MEMORIAL HIGH SCHOOL

S.Y. 2022-2023

ROLE OF SOCIAL MEDIA IN PROMOTING TOURIST ATTRACTIONS OF

LUISIANA, LAGUNA

CADA,RENZ NICOLE A.
BALA, ALEXA NICOLE E.
CONCHADA, LHEA M.
BASCO, JAY R.
RUBIA, RAIZA ANN C.
CABALLES, WINNEROSE Q.

10 AQUAMARINE
ABM TOURISM
 ACKNOWLEGEMENT

This thesis becomes a reality with the kind support and help of many individuals. I would
like to extend my sincere thanks to all of them.

Foremost, I want to offer this endeavor to our GOD Almighty for the wisdom he
bestowed upon me, the strength, peace of my mind and good health in order to finish this
research.

I would like to express my gratitude towards my family for the encouragement which
helped me in completion of this paper. My beloved and supportive mother, REMILYND
who is always by my side when times I needed her most and helped me a lot in making
this study.

I am highly indebted to L. BERNARDO MEMORIAL HIGH SCHOOL for their

guidance and constant supervision as well as for providing necessary information
regarding this research & also for their support in completing this endeavor.

I would like to express my special gratitude and thanks to my adviser, MS. JENWELYN
L. LAGMAY for imparting her knowledge and expertise in this study and to my student
teacher, MS. SHELLANAR GRAIDA for sharing her knowledge and technical know-
how.

Also, I would like to thank my fellow researchers: ALEXA NICOLE BALA, JAY
BASCO, LHEA CONCHADA, RAIZA RUBIA, WINNEROSE CABALLES, for
inspiring discussion, for the sleepless nights we were working together, and for all the fun
we had in this research.

My thanks and appreciation also go to my colleague and people who have willingly
helped me out with their abilities.

R.N.A.C.
 ACKNOWLEDGEMENT

I would like to acknowledge and give my warmest thanks to our magnificent adviser MS.
JENWELYN L. LAGMAY who taught and guided us through this whole research. Her
guidance and advice carried us through all the stages of writing and making this research.
I would also like to thank my committee members RENZ NICOLE CADA, JAY
BASCO, LHEA CONCHADA, WINNEROSE CABALLES AND RAIZA ANN RUBIA
for letting my defense be an enjoyable moment, and for your brilliant comments and
suggestions, thanks to you.

I would also like to give special thanks to my family members my mom ANDREA
BALA, my dad Neil Bryant Bala, my two sisters AMBER BALA and NATALIA
BALA as a whole for their continuous support and understanding when undertaking my
research and writing our thesis. Your prayer for me was what sustained me this far.

Finally, I would like to thank GOD, for letting me through all the difficulties. I have
experienced your guidance day by day. You are the one who let me finish our thesis. I
will keep on trusting you for my future.

A.N.E.B
 ACKNOWLEDGEMENT

I would like to express my gratitude to my adviser, MS. JENWELYN L. LAGMAY, for

the continuous support in the formulation of this research, for her patience, motivation,
enthusiasm, and immense knowledge. Her guidance helped me during the time of
research and writing of this paper. We are indeed very blessed to have you as our teacher
for you did not fail to assist and support us.

Beside my adviser, I would like to thank the rest of my thesis committee: RENZ
NICOLE CADA, ALEXA NICOLE BALA, JAY BASCO, WINNEROSE CABALLES
AND RAIZA ANN RUBIA for their encouragement, insightful comments, and hard
questions.

I would also like to thank my family and friends for the financial support and spiritual
guidance throughout this endeavor.

Lastly, I would like to give my thanks to the absolute one GOD, for giving us strength,
courage in times of problems and despair.

L.M.C.
 ACKNOWLEDGEMENT

I would Like to express my special appreciation and thanks to my adviser MS.

JENWELYN L. LAGMAY, you have been a tremendous mentor for me. I would like to
thank you for encouraging our research and for allowing us to have a fun research
moment. Your advice on both research as well as on my career have been invaluable. I
would also like to thank my joyous members, RENZ NICOLE A. CADA, ALEXA
NICOLE E. BALA, WINNIEROSE Q. CABALLES, LHEA M. CONCHADA, RAIZA
ANN C. RUBIA for serving as my commence members even at hardship. I also want to
thank you for your brilliant commences and suggestions. A special thanks to my family.
Words can now express how grateful I am to my mother, father and siblings for all the
sacrifices that you've made on my behalf. Your prayer for me was what sustained me this
far.

J.R.B.
 ACKNOWLEDGEMENT

I sincerely express my deep sense of gratitude to my English adviser, MS. JENWELYN

LAGMAY for her extraordinary cooperation, invaluable guidance, and supervision. This
thesis is the result of her painstaking and generous attitude.

I owe and respectfully offer my thanks to my noble parents for their constant moral
support and mellifluous affection which helped me to achieve success in every sphere of
life and without their kind devotion this thesis would have been a sheer dream.

I am also thankful to my research group mates: RENZ NICOLE A. CADA, ALEXA

NICOLE E. BALA, JAY BASCO, LHEA CONCHADA, WINNEROSE CABALLES for
the nights we spend for our thesis.

I sincerely acknowledge the efforts of all those who have directly or indirectly helped me
in completing my thesis successfully.

It is the kindness of these acknowledged persons that this thesis sees the light of the day.

I submit this thesis of mine with great humility and utmost regard.

R.A.C.R
 ACKNOWLEDGEMENT

We want to grab this opportunity and thank everyone who has been there to inspire and
guide us through every process that we've gone through in our research. Words cannot
express how grateful we are for our support and presence.

We'd also like to thank our subject teacher MS. JENWELYN L. LAGMAY for
mentoring/teaching us and sharing useful advice that helped us get to where we are with
our research.

I would like to thank our fellow members RENZ NICOLE CADA, ALEXA NICOLE
BALA, JAY BASCO, LHEA CONCHADA, AND RAIZA ANN RUBIA for sharing the
idea and all the comment to make our thesis good and perfect. and I would also thank my
family and friends for their support.

Lastly, we'd like to thank our Almighty GOD for always guiding and keeping us strong
despite all challenges we've counted.

W.Q.C.
INTRODUCTION

Social media sites on the internet today are used more frequently than the physical
participation of individuals in a communication. Some of the popular social media sites

are Facebook. Twitter, Linked in, Instagram and YouTube (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 channel and word of mouth

promotion. Through social media platforms, it’s possible nowadays to Electronic Word

of mouth references. This makes the process of decision making more flexible and easier

and allows the users to be able to make the right decision regarding the best travel offer

for the area or the destination they wish to visit (Mintel, 2013). 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 social media platforms are very accurate and provide the

following travellers with the accurate and reliable information about the destination they

wish to travel for. Other findings have shown that about 35% of travellers don't book any

hotel unless they see reviews, comments, or old tourists experience on social media

platforms. Other study findings have shown that about 70% of the global tourists that the

information and reviews that are available on social media platforms about the

destination they wish to travel consider it 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. Social

media platforms enable users to share opinions through blogging, social networks, photo,
and video sharing, etc. (Mayfield, 2008). 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.

BACKGROUND OF THE STUDY

The researchers chose to study the role of social media in promoting tourist

attractions in Luisiana Laguna to analyze the role of social media in terms of tourism.

With the help of social media it can help and improve the tourist rate of Luisiana Laguna.

According to juanderfulpinoy.com (2011) Luisiana, is blessed with natural attractions

like waterfalls and many more, so many of the tourists nowadays would love to visit and

see the wonders of the town. And also the town is full of traditional culture like pandan

which is the job of the residents who live here.

The town of Luisiana may become popular among towns and people, and locals

may be able to obtain jobs such as weaving more and more pandan products and serving

as tour guides. Tourists will come and tourists will post about their experiences in

Luisiana,and this will continue in a cycle, bringing popularity to the province of Luisiana

Laguna.

Kevin Tjoe (2022) stated the importance of social media in the tourism industry

becomes crystal clear when you consider the way people love to share and recount their

tourism experiences online. Social posts can be an incredibly important source of social

proof, and a post from friends or family could be enough to inspire that next getaway.
 The purpose of social media, which are the post, vlog and pages is to increase the

tourist rate of the town. And, to see the growth of the town that officials and the people of

the town built. Even the natural wonders are seen on the internet or social media. It can

reach more customers or tourists faster; tourists can also quickly reach tourism services

through their social media accounts in the stages of information searching. Social media

can help tourists form travel plans.

This research seeks to know what are the tourist spots that are being dependent on

social media. In terms of promoting the tourist sites, social media is the biggest help. And

also, this study aims to define the role of social media and how the tourist spots promote

its place through it.

OBJECTIVE OF THE STUDY

This study aims to know the different roles of social media in Promoting Tourist

Attraction.

1. To identify the role of social media in promoting tourist attractions.

a. Vlog

b. Posts

c. Pages

2. To determine the different tourist attractions in Luisiana, Laguna.

a. Hulugan Falls

b. Aliw Falls

c. Maribella
 3. To comprehend the role of social media in promoting tourist attractions.

CONCEPTUAL FRAMEWORK

INDEPENDENT DEPENDENT
VARIABLE VARIABLE

ROLE OF SOCIAL DIFFERENT TOURIST

MEDIA IN ATTRACTION IN
PROMOTING LUISIANA, LAGUNA
TOURIST
ATTRACTIONS
Vlog Hulugan Falls
Post Aliw Falls
Pages Maribella

Fig. 1 Paradigm of the Role of social media in Promoting Tourist Attraction in Luisiana,

Laguna.

The preceding paradigm became the basis for promoting tourist attractions via

social media and the various tourist attractions in Luisiana, Laguna.

Research paradigm consists of two variables, the independent variables, the

independent variable and the dependent variable. Frame I is the Independent Variable

which consists of the Role of social media in Promoting Tourist Attractions in terms of

Vlog, Post, and Pages. While the Frame II shows the Dependent Variable which includes
the Different Tourist Attractions in Luisiana, Laguna; Hulugan Falls, Aliw Falls, and

Maribella.

Vlog, post, and pages are some of the types that can be done or help to promote

tourist attractions.

Vlog is a video compilation that can be done or done by a vlogger or influencers.

(e.g., the vlog of the vlog of Travelling Foxes titled “Girls Trip to Hulugan Falls with

Meg Imperial). The post serves as a collection of pictures and videos that can be

uploaded via your personal account; can be posted on Twitter, Facebook, Instagram, and

so on. In pages, users can find posts, videos, and more information about certain tourist

attractions. (e.g., Maribella has a Facebook page which you can book and reserve the

cottage/place you want).

THEORETICAL FRAMEWORK

This study was anchored of Brian Wong's theory of tourism and social media in

travel tourism and hospitality introduced by Maria Banyai.

Brian Wong's theory of tourism was published in 2015, but until today the theory

has grown and developed. Tourism does not stand alone, and it is highly integrated. The

theory describes the significance of tourism. The Theory explains that tourism is one of

the main economic sectors of the world. Tourism is defined as "temporary movement to

destinations outside the normal home". Although there is no consensus on the definition

of tourism among the researchers and lack of theories in tourism. The conceptualization

of tourism as a discipline leads to the emergence of conceptual and theoretical

approaches which contribute to the tourism literature. The core of the theory is composed

of three theoretical models: descriptive models, explanatory models and predictive

models. A descriptive model depicts the tourism system while an explanatory model

illustrates how the system and subsystem function. The predictive model is developed

based on causal relationship which allows prediction.

Furthermore, Wong's theory concludes that tourism is the one economic factor

that can help to increase the tourist rate in a certain place. And also it explains how

tourism became vital until today.

Maria Banyai's theory of social media in travel, tourism and hospitality determine

the purpose of social media itself. Some of the examples on how this theory claims the

purpose of social media in tourism: first, travelers planning their travel. So, this part

provides travelers or readers with an understanding of the importance of user-benefits in

the adoption of social media for travel planning. In Banyai's theory chapter 21 includes

the analysis of travel vlog content in a competitive advantage. For example, Hulugan falls

and Cavinti falls are in different towns but the same features, same tourist destinations.

With the help of social media, in many ways like vlog, post pages. So, with the help of it

we can persuade or promote to get more tourist visits to the place.

HYPOTHESIS OF THE STUDY

HO1- There is a significant relationship between social media and tourism in

promoting tourist attractions of the town.

SCOPE AND LIMITATION

This study focused on determining the role of social media in promoting tourist

attractions in Luisiana, Laguna. The people involved in this study are the tourists, and

residents of the certain town. It is stated in this document on how social media helps in

promoting the tourist sites.

SIGNIFICANCE OF THE STUDY

This Study was particularly beneficial to the following people:

Tourist. Having a chance to see and explore the wonders of the town and also to

fulfill their goals in travelling.

Town Residents. This study is beneficial to the town residents when it comes to

tourism, so that they can obtain jobs like tourist guide and more.

Future Researchers. This group of people will use this study if the topic that

they work on in the future is related to this one.

DEFINITION OF TERMS

The technical terms used in this study:

Social Media. It refers to the tool that is used in promoting those tourist

attractions of the town.

 Tourist. it refers to the people who are travelling to a certain place and tourists

attractions.

Tourist Attractions. It refers to the place that tourists visit.

Promote. This is the way where the residents promote or persuade their tourist

attractions through the help of social media.

RESEARCH INSTRUMENT

The researchers used a questionnaire that is based on tourist spots and how social

media affects in promoting the town's tourism. The researchers used self-made

questionnaires that can be answered by residents and tourists as well. The researchers

constructed eight (8) questions, divided into two (2) parts based on the variable objects.

The first part has two (2) questions, while the second part has six (6) questions.

The prepared questionnaires were prepared by the researchers. And the question is

based on the personal perspective of the residents and tourists as our respondents. All

comments and suggestions by the respondents were taken into consideration in

completing the survey questionnaire.

REFERENCES

ISM (2014) The Impact of social media on Travel and Tourism, Article. Available at

www.socialsamosa.com/2014/09.

Mintel, (2013). The Impact of social media on Tourism International.

www.store.mintel.com

Mayfield, A. (2008). What is social media.

juanderfulpinoy.com, (2011). Luisiana, Laguna Philippines

https://www.juanderfulpinoy.com/luisiana-laguna-philippines-2/

Kevin Tjoe. (2022). The vital role of social media in tourism marketing.

https://rezdy.com/blog/the-vital-role-of-social-media-in-tourism-marketing

Wong Kee Mun, Brian. (2015). Tourism Theories. UM Press.

https://www.researchgate.net/publication/282124420_Tourism_Theories

Christou, Evangelos & Sigala, Marianna & Gretzel, Ulrike. (2012). Social Media in

Travel, Tourism and Hospitality; Theory, Practice and Cases. Ashgate Publishing Ltd.

https://www.researchgate.net/publication/268504935_Social_Media_in_Travel_Tourism

_and_Hospitality_Theory_Practice_and_Case.