NORTHERN ILOILO STATE UNIVERSITY

College of Hospitality Management

Barotac Viejo Campus
Barotac Viejo, Iloilo

ADVERTISING PLATFORMS: PERCEIVED EFFECTIVENESS ON

TOURISM BUSINESSES IN BAROTAC VIEJO, ILOILO

An Undergraduate Thesis
Presented to the Faculty
of the College of Hospitality Management

In Partial Fulfillment of
the Requirement for the Degree of
BACHELOR OF SCIENCE IN HOSPITALITY MANAGEMENT

by

Balili, Jona Fe C.
Bama, Mark Anthony G.
Moral, Ramon III M.
Sotelo, Nilo M.
Zoleta, Jeanbel U.

June 2023
NORTHERN ILOILO STATE UNIVERSITY
College of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo
NORTHERN ILOILO STATE UNIVERSITY
College of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo
 NORTHERN ILOILO STATE UNIVERSITY
College of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

APPROVAL SHEET

ADVERTISING PLATFORMS: PERCEIVED EFFECTIVENESS ON

TOURISM BUSINESSES IN BAROTAC VIEJO, ILOILO

An Undergraduate Thesis for the Degree

Bachelor of Science in Hospitality Management

by

Balili, Jona Fe C.
Bama, Mark Anthony G.
Moral, Ramon III M.
Sotelo, Nilo M.
Zoleta, Jeanbel U.

Approved by the Research Committee:

FARAH KRISTINE A. SALAZAR, MHM

Thesis Adviser

NORADE A. BAÑAS, Ed.D.

Panel Chairman

EMALYN S. TUPAS, MHM cEVA JOY C. PALMA, DM

Panel Member Panel Member

JANICE B. SAMPANI, Ph.D. DHEEVY LOVE V. AGUIRRE, MILE

Panel Member Panel Member

FARAH KRISTINE A. SALAZAR, MHM

Chairperson, BSHM Program

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 NORTHERN ILOILO STATE UNIVERSITY
College of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

APPROVAL SHEET

This thesis entitled: ADVERTISING PLATFORMS: PERCEIVED

EFFECTIVENESS ON TOURISM BUSINESSES IN BAROTAC VIEJO, ILOILO
prepared and submitted by Balili, Jona Fe C.; Bama, Mark Anthony
G.; III Moral, Ramon M.; Sotelo, Nilo M.; and Zoleta, Jeanbel
U.; in partial fulfillment of the requirements for the degree
Bachelor of Science in Hospitality Management, has been examined
and recommended for acceptance and approval for ORAL
EXAMINATION.

FARAH KRISTINE A. SALAZAR, MHM

Thesis Adviser
------------------------------------------------------------
ADVISORY COMMITTE

NORADE A. BAÑAS, Ed.D.

Panel Chairman

EMALYN S. TUPAS, MHM EVA JOY C. PALMA, DM

Panel Member Panel Member

JANICE B. SAMPANI, Ph.D. DHEEVY LOVE V. AGUIRRE, MILE

Panel Member Panel Member

Accepted and approved in partial fulfillment of the

requirements for the degree, Bachelor of Science in Hospitality
Management, May 2023.

FARAH KRISTINE A. SALAZAR, MHM

Chairperson, BSHM Program
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 NORTHERN ILOILO STATE UNIVERSITY
College of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

Balili, J.F.C., Bama, M.A.G, Moral, R.M., Sotelo, N.M., Zoleta,

J.U., “ADVERTISING PLATFORMS:
PERCEIVED EFFECTIVENESS ON TOURISM BUSINESSES IN BAROTAC
VIEJO, ILOILO”, Unpublished
Undergraduate Thesis, Bachelor of Science in Hospitality
Management, Northern Iloilo State University
- Barotac Viejo Campus, Barotac Viejo, Iloilo, May 2023

ABSTRACT

This descriptive study investigated and analyzed the advertising

platforms utilized by the local tourism businesses in Barotac

Viejo, Iloilo. A researcher-made questionnaire was employed as

the primary data collection tool which unveiled that social media

stands out as the prevailing advertising platform while more

traditional advertising avenues such as print advertisements,

outdoor displays, and broadcast media exhibit lesser popularity.

Furthermore, online advertising platforms demonstrated a

significantly high level of efficacy in terms of enhancing

customer awareness and driving sales for tourism enterprises.

In conclusion, this research provides valuable insights and

recommendations for businesses operating in the tourism sector

regarding optimal advertising practices to achieve enhanced

market visibility and profitability.

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 NORTHERN ILOILO STATE UNIVERSITY
College of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

ACKNOWLEDGEMENTS
The researcher would like to express their heartfelt

gratitude and appreciation to those people who extended their

assistance and support in making this study possible and

successful, particularly to the following:

The researchers’ parents and guardians: Mr. and Mrs.

Balili, Mr. and Mrs. Bama, Mr. and Mrs. Moral, Mr. and Mrs.

Zoleta, and Mr. and Mrs. Sotelo, for their continuous belief and

steadfast financial and emotional support as well as

understanding through the entire process of the study;

Prof. Farah Kristine Salazar, for her patience, and

untiring support and guidance; and for sharing her expertise

even beyond working hours from the beginning to the finalization

of the manuscript;

Dr. Janice B. Sampani, Prof. Emalyn S. Tupas, Dr. Eva Joy

C. Palma, Prof. Dheevy Love V. Aguirre, Dr. Norade A. Bañ

as, for

sharing useful insights to bring this work to completion;

Dr. Francis Gasapo, Campus Administrator of NISU Ajuy

Campus, for allowing the researchers to conduct pilot testing of

their questionnaire;

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NORTHERN ILOILO STATE UNIVERSITY
College Of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo
 NORTHERN ILOILO STATE UNIVERSITY
College Of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

Dr. Ruby S. Yotoko, for giving them opportunity and

allowing them to conduct their study at Northern Iloilo

State University - Barotac Viejo Campus;

Faculty and staff of Northern Iloilo State University,

for their assistance in making this study possible;

The respondents of this study, for their willingness to

be a part of this endeavor;

Above all, to the Almighty God, for His sustaining

grace and infinite wisdom which gave the researchers the

capability to surmount difficulties in making the study

successful, for nothing is impossible with Him. Glory to Him

the most Gracious!

Jona Fe C. Balili

Mark Anthony G. Bama

Ramon C. Moral

Nilo M. Sotelo

Jeanbel U. Zoleta

The Researchers

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 NORTHERN ILOILO STATE UNIVERSITY
College Of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

TABLE OF CONTENTS

Page

TITLE PAGE i

APPROVAL SHEET ii

ABSTRACT iv

ACKNOWLEDGEMENT v

TABLE OF CONTENTS vii

LIST OF TABLES x

LIST OF FIGURES xi

CHAPTER

I INTRODUCTION

Background of the Study 1

Statement of the Problem 3

Theoretical Framework 3

Conceptual Framework 4

Significance of the Study 6

Scope and Limitation of the Study 7

Definition of Terms 8

II REVIEW OF RELATED LITERATURE 12

III METHODOLOGY

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 NORTHERN ILOILO STATE UNIVERSITY
College Of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

Research Design 34

Respondents of the Study 35

Research Locale 35

Data Gathering Instrument 36

Data Gathering Procedure 38

Data Analysis Procedure 38

IV PRSENTATION, ANALYSIS AND INTERPRETATION OF DATA

Prevalent platforms used by tourism 40

Businesses in Barotac Viejo

The perceived level of effectiveness in 42

The prevalent platform in terms of building
customer awareness and increasing sales

V SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary 44

Major Findings 45

Conclusions 46

Recommendations 49

REFERENCES 51

APENDICES

Appendix A: Research Questionnaires 56

Appendix B: Letters 60

Appendix C: SPPS Output 61

CURRICULUM VITAE 62

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 NORTHERN ILOILO STATE UNIVERSITY
College Of Hospitality Management
Barotac Viejo Campus
Barotac Viejo, Iloilo

LIST OF TABLES

Table Page

1a Prevalent platforms used by tourism 42

Businesses in Barotac Viejo

1b The perceived level of effectiveness in 43

The prevalent platform in terms of building
customer awareness and increasing sales

LIST OF FIGURES

Figure Page

1 Paradigm of the Study 6

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