I.

How Social Media Affects the Tourism Industry of Calapan City

Adolph Lance Rico

II. ABSTRACT

Due to increasing popularity of internet applications, many tourism organizations such as

hotels, airline companies and travel agencies have started using internet as one of their
important marketing and communications strategies. In this way, internet has been one of
the strongest elements of competition in tourism sector. Social media has started being used
as a new marketing approach within the growing internet technologies by tourism sector.
Descriptive type of research was utilized in the study. Results showed that Facebook, Twitter,
YouTube, Blogs and Websites were the social networking site frequently used by individuals
and hospitality industry. Social media applications served as an avenue to disseminate the
information faster especially for the tourism establishments with lesser cost. The main
problem encountered in using social media is that, customers’ opinions, thoughts and
expressions are not well presented that leads to bad impressions and unfair criticism. Action
plan was proposed to address the problem encountered in using Social Media.

III. INTRODUCTION

There are currently over 500 million users on Twitter and over 1.11 billion on Facebook,
and these numbers are growing every second. Not engaging in social media could result in
missed opportunities. The communications landscape is evolving, and social media have
assumed a prominent place in the marketing and public relations equation. There are several
dozens of social networks and their number keeps growing by the day. The most popular ones
are Facebook, Google, LinkedIn, Skype, Youtube, Bing, Twitter and Trip Advisor, but there are
scores of others. Managing hotel reviews, both positive and negative is certainly a priority for
managers. A discussion on the positive and negative aspects is imperative to realize the
extent of the impact of social media.
 The reviewing sites can have relatively more impact than the enhanced communications
sites such as the Facebook or Twitter sites (Rowe, 2011). The last decade has seen a
significant increase in the use of both social media and the general development of new
technology worldwide.

The tourism and hospitality industry have seen an impressing development since the
beginning Today, the industry is on the rise and has changed dramatically with the
overwhelming appearance of social media platforms creating new opportunities to progress
and attract the customer through facilitated communication and empowered guest
engagement. Social media tools are changing the way people communicate. Advances in
mobile technology have made social media more accessible, allowing to become a part of
people’s daily lives and routines, (Mangold & Faulds, 2009). It is a very broad term and no
universal definition among scholars and researchers exists.

A commonly accepted definition of social media seems to be difficult particularly due to

the existence of other concepts that came along with social media, i.e. Web 2.0 or User
Generated Content. Being closely related but not exactly synonymous a distinction between
all these new concepts and terms often seems to be difficult, to the extent of being used
interchangeably (Morgado et.al 2011). Furthermore, in recent year’s new communication
methods, known as Web 2.0 applications or new social media started to gather information
and achieve great success in communicating with the consumer. Several factors facilitated
that the social media applications became enormously popular among many consumers, such
as the evolution of the Internet that became a very important source for information search
(Arsal et al, 2008) and an essential tool to keep contact with others, through e-mails or using
messengers than it was decades ago (Noone et.al 2011).

Blackshaw (2006) describes social media as the internet-based applications that carry
consumer generated content that is relevant to the past experiences or any source or online
information issues. The consumers create these themselves, based on the 2012 International
Conference on Business and Management their experience with products and services, and
share it among themselves aiming at educating about the products and services (Xiang &
Gretzel, 2009).
 Social media has made a huge impact on the tourism industry. Consumers engage with
social networking sites to research trips, make informed decisions about their travels and
share their personal experiences of a particular hotel, restaurant or airline. This study aimed
to assess the effects of social media in tourism industry of Calapan City. Specifically, to
examine the value of social media in promoting tourism in Calapan City, to determine the
perceived effectiveness of social media as marketing communication tool in the tourism
industry, to examine the extent to which social media can influence the final decision of a
tourist. Also this study designed to assess the effects of social media in tourism industry of
Calapan City. Specifically, it determined the common social media application used in the
tourism industry; assessed the positive and negative effects of using social media in the
hospitality industry, determined the problems encountered when using social media as a
medium for business activities and proposed plan of action to address the negative effect of
social media.

IV. METHODOLOGY

Research Design

In order to gather information regarding the effects of social media in the tourism
industry of Calapan City, the descriptive method of research was used. This method is
designed for the researcher to gather information about present existing conditions. The
principal aims in employing this method are to describe the nature of a situation, as it exists
at the time of the study and to explore the causes of particular phenomena.

The descriptive method of research as opposed to an experimental or normative method

develops knowledge by describing observed situation, events and objects. The descriptive
method is used in most branches of science, as well as in the social sciences. The goal of the
descriptive method is to learn about something as it’s already exists without causing any
changes to it (Abraham, 2010).
Respondents

Out of 100 feedback only 77 which was 77 percent retrieval, coming from 10 resorts, 4
restaurants, 3 hotels and 3 travel agencies from different destination in Calapan City who are
currently using social media in order to promote their business. The researchers chose these
20 establishments according to the data they have gathered from reliable sources. One of
them was the tourism officer where the list of all hospitality related establishments came
from. Then they chose these establishments according to the criteria’s like, the highest tourist
arrival among the hotels/resorts. Member of Philippine Travel Agencies Association (PTAA) for
the Travel Agencies and top restaurants in Calapan City.

Instrument

The study used questionnaire as the main gathering instrument in order to obtain the
necessary information that pertains to the use of social media in the tourism industry of
Calapan City. Interview is also used to support and validate the data taken. To acquire the
data of information questionnaire was divided into three parts. The first part is to identify
which social media elements are mostly used, second part is to assess the positive and
negative effects of social media and the third part is to determine the problems that were
encountered in using social media.

Procedure

Data were gathered through the use of survey questionnaire made by the researcher
themselves. The researcher formulated relevant questions to come up with an efficient
questionnaire that help to assess the effects of social media both to the tourist and the
tourism establishments. Questionnaires were personally distributed by the researcher to
various establishments and tourists in Calapan City.

Data Analysis

All data were gathered, tallied, encoded and interpreted using different statistical tools.
These include percentage, frequency of distribution and weighted mean which were used
based on the objectives of the study.
 Percentage and frequency distribution were also used in first part of questions such as
identifying what social applications the respondents used and the social networking websites
that he used most often. Part II used weighted mean in order to assess the positive and
negative effects of social media to the respondents. It is also used in Part III to determine
what possible problems encountered using social media.

RESULTS

Social Media Application F %

Facebook 67 87.00
Youtube 22 28.60
Twitter 15 19.50
Blogs 7 9.10

Table 1. Social Media Application Currently Use (N=77)

Table 1 shows the percentage of each social media application which is currently used
by the different establishment around the City. Facebook has the highest number of users
with 67 out of 77 respondents or 87 percent, followed by Youtube with 28.60 percent then
Twitter with 19.50 percent and lastly the Blogs with 9.10 percent. The researcher found out
that the most formerly used social media application in selected hospitality establishment in
Calapan City is Facebook. According to them, the use of Facebook helps to easily connect with
their customers and build a good relationship towards them.

For some establishments here in Calapan City, which use social networking site such as
Facebook and Blog, they have affirmed that from the feedbacks and opinion they get from it,
they continue to improve their services to satisfy the needs of their guests. And also using
social media, it is easier to connect with their clients. According to some respondents, by
using Facebook they can easily review and look for the best destination that can give such
satisfaction they need, it is because through Facebook, they can view some pictures,
feedbacks and opinion about a certain destination and the establishments found in it.
 Table 2 presents the ranking of Social Media which is used most often by the management
of various establishments within Calapan City.

Social Media Applications Mean Rank Over-all Rank

Facebook 1.16 1
Youtube 2.92 3
Twitter 2.78 2
Website 3.14 4
Table 2. Social Networking Websites Use Most Often

The respondents were asked to rank the following Social Media based on how often they
are being used, 1 as the highest and 4 as the lowest. Upon examining the results it was found
out that Facebook is the most often used social media application with a mean rank of 1.16. It
was followed by Twitter with 2.78 as its mean rank. Then, YouTube with a mean rank of 2.92,
and lastly the Blogs with 3.14 mean rank. Facebook creates a great advantage with other
social networking websites, because on it people can easily share ideas, opinions, feelings,
suggestions and feedbacks.

In support with this, from the opinion of some respondents, this internet site serves as a
way for people to interact freely, share, and discuss information about each other in their
lives, using a multimedia mix of personal words, pictures, videos and audio.

The researchers believed that using Facebook as an advertising or promotional strategy

helps one single firm to lessen their expenses in promoting and showcasing the service or
destination they offered. Facebook is extremely cost effective compared with other
promotional campaign and can be a successful way to increase customer reach. It was found
out that travelers who are referred to a hotel or tourism booking site by Facebook were more
likely to book travel than those who are referred via search engines like Google.
 Table 3 shows the effects of social media in the Tourism Industry of Calapan City

Table 3. Effects of Social Media in the Tourism Industry of Calapan City

Weighted
Indicators Remarks Rank
Mean
Social media helps a tourism establishment in disseminating information faster. 3.51 SA 1
Social media is a popular tool among consumers in sharing personal
experiences, comments and opinions.
3.47 A 2
Social Media has been proven to be an excellent strategy rather than any
promotional campaign 3.04 A 12
Hospitality management can also use social media as a means to analyze
performance and consumer satisfaction
3.21 A 6
Social media can be an advantage to reach global audience even
in remote corners of the world
3.30 A 3
Social media can also be the ultimate tool for word of mouth.
3.18 A 7.5
Social Media gives opportunities for hospitality management to improve service
recovery 3.22 A 4.5
Social Media provides opportunities to manage and present business contents.
3.22 A 4.5
Social Media can easily ruin a business reputation.
3.16 A 9.5
Social Media helps to overcome the distance barriers and other communication
obstacles 3.16 A 9.5
Social media can disclose confidential information.
2.91 A 13
Social media can easily expose confidential information and could go viral
resulting to loss of privacy 3.06 A 11
Social media can spread bad comments easily and go viral which can harm a
business 3.18 A 7.5
Composite Mean 3.20 A
Legend: 3.50 – 4.00 = Strongly Agree (SA); 2.50 – 3.49 = Agree (A); 1.50 - 2.49 = Disagree (D); 1.00 – 1.49
= Strongly Disagree (SD)

It was found out that the over-all assessment was agreed with a composite mean of 3.20.
Social media helps a tourism establishment in disseminating information faster ranked first
with a weighted mean score of 3.51 and rated strongly agree. It was followed by Social media
is a popular tool among consumers in sharing personal experiences, comments and opinions
with a weighted mean of 3.47. In the perspective of the researcher, Social Media tools are
really changing the way people communicate, so the result did not come as a surprise.
 The researcher, themselves as tourism students are aware of those benefits that social
media can contribute to the tourism and hospitality industry. Social media is not just for social
interaction, but most probably becoming the best form of promotional campaign for all the
hospitality establishments wherein they can review all the comment and opinion that will
help in improving their services to satisfy customers. One good thing that social media can
provide is that customers no longer need to go at a certain place or destination before
deciding whether to stay or not.

On the other hand, social media has been proven to be an excellent strategy rather than
any promotional campaign (3.04) and can disclose confidential information (2.91) got the
lowest mean value. The Administrative Officers of Tourism Office in Calapan City, they are
already starting using social media in promoting the Tourism of Calapan City, because they
have noticed that by using social media it will be easier for them to encourage more tourists
to visit Calapan City, but they need to further utilize the continuous usage of social media.
That is the reason why social media has been proven to be an excellent strategy rather than
any promotional campaign.

Table 4. Problems Encountered in Using Social Media in the Tourism Industry of Calapan City

Indicators Weighted Mean Remarks Rank

Social media can be possibly abused by the 3.01 A 5
tourists and employees in exposing an
employer’s trade secrets or business
proprietary information.
Social media can also lead to unfair 2.90 A 6
negativity, inaccurate information and undue
criticism.
Social media can spread false information like 2.88 A 7
wildfire.
In Social media consumers are not always 3.25 A 1
presented a good representation of the
opinions, thoughts and expressions of
consumers because only the popular social
media sites are represented well in the
internet.
Companies find ways to abuse social media without 3.01 A 8
anyone trulyknowing and without any real
consequences.
Companies can have bad publicity of using social 2.86 A 9
media.
Social media holds your business as you go online. 2.74 A 4
Social media holds your business as you go online. 3.04 A
The trend toward social networking offers an 3.21 A 2
extraordinary opportunity for hospitality firms to
garner a competitive edge by analyzing submitted
feedback, contemplating constructive advice, and
determining how best it is.
Web sites catering to industry employees can be 2.73 10 A 10
harmful to the success of a single firm or industry
segment.

Spammers can really make social network a 3.08 A 3

problem for new users and people new to the social
media scene
Composite Mean 2.97 A
Legend: 3.50 – 4.00 = Strongly Agree (SA); 2.50 – 3.49 = Agree (A); 1.50 - 2.49 = Disagree (D); 1.00 –
1.49 = Strongly Disagree (SD)

Table 4 shows the problem encountered in using Social Media in the Tourism Industry of
Calapan City. It was found out that the over-all assessment was agreed with a composite
mean of 2.97. Among the problems mentioned, Social media consumers are not always
presented a good representation of the opinions, thoughts and expressions of consumers
because only the popular social media sites are represented well in the internet, with a
weighted mean score of 3.25 and rated agree.

From the researchers point of view, who always use different social networking sites such
as Facebook, Twitter, Instagram and Blogs, it is true that sometimes using social media, users
experience or received some bad representation of information, ideas, comments , that in
result can harm one individual’s credibility and reputation. Social media is open to public and
no one can control over what people say.

One reason why customers and guest experience those negative effects of social media, is
because they only depend to those popular websites and networks like Facebook and Twitter.
On the other hand, respondents believed that companies can have bad publicity of using
social media with a weighted mean of 2.74, being second to the lowest and that websites
catering to industry employees may not be too harmful to the success of a single firm or
industry segment, with a weighted mean of 2.73 got the lowest mean rank. Therefore, the
study shows that everyone cannot expect that the outcome of social media is always positive,
sometimes it can lead to false assumption, critiques and opinion, so there’s still a need to
consider different sorts of aspects.
 Action Plan

Objectives Action and Activities Persons Involved

1. To eliminate a bad  There are certain buttons and
representation of opinions, procedures that omit unnecessary Establishment
thoughts, and expressions caused comments, photos, and videos that
by the social media users can affect your reputation.

To prevent a spammers from being a  There are certain ways to avoid

cause of delayed transaction and spammers such as the use of filter Establishment
operations of the tourism business folder wherein spam messages will
activities be directed to it.

To be aware and cautious in using  Implementation of policy among

social media for their business the employee on how to use
activities. internet or social media. Establishment
 Provide a seminar and orientation
to all the staff of an organization
regarding social media usage.
To evade from abusing the use of  All employers should implement a
social media caused by exposing strict policy on internet/ social
Establishment
employers trade secrets and business media use
proprietary information

To prepare for the negative Individual and establishment should

comments or information and undue be advised not to easily accept a Establishment
criticism that may arise while using friend request particularly from
social media people you do not know
CONCLUSION

Facebook, Twitter, YouTube, Blogs and Websites were the social networking site
frequently used by individuals and hospitality industry. Social media applications served as an
avenue to disseminate the information faster especially for the tourism establishments with
lesser cost. The main problem encountered in using social media is that, customers’ opinions,
thoughts and expressions are not well presented that leads to bad impressions and unfair
criticism. Action plan was proposed to address the problem encountered in using Social
Media. One must be familiar with different social media applications to avoid the negative
usage of social media. Social media application users must utilize filter folder against
spammers to reduce unnecessary messages. The establishment should conduct meeting with
their employees regarding rules on the use social media and how it may affect the company’s
reputation. The establishment should implement strict rules that will protect the company
can be considered and by keeping them informed and posted with all the guidelines using
social media in regards with the company’s privacy. Tourism industries may continuously use
social media as their promotional tool but they should be ready for an immediate action to
the problems that may arise. Future study may also be conducted using other variables to
further confirm the result of this study.
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