Social Media as Tourism Marketing Tool: Evaluation on Tourist Perspective

Abstract

This study explores the utilization of social media as a tourism marketing tool, focusing on the perspectives of tourists. In an era where tourists play a pivotal role in shaping travel destination narratives through information dissemination and reviews, the tourism industry increasingly leverages social media for enhancement and growth. Technological advancements have revolutionized the presentation of tourism products to consumers, leading to an evolving landscape driven by heightened tourist demands and expectations. The power dynamics between individual tourists and the tourism sector have shifted, primarily benefiting the customer due to the pervasive use of social media. Data was collected through a simple random sample of 100 participants among tourists in Valencia City, Bukidnon. This quantitative research aimed to quantify the extent to which tourists employ social media as a marketing tool and its potential influence on tourist destinations. The study's findings shed light on the evolving dynamics of tourism product marketing, revealing a significant reliance on social media among tourists. These platforms play a crucial role in influencing tourists' decisions and perceptions of travel destinations. As tourists wield increasing influence in the digital age, the tourism industry must adapt to the changing landscape by harnessing the power of social media for effective marketing. The study underscores the importance of recognizing and responding to the evolving relationship between tourists and the tourism sector, emphasizing the need to prioritize customer engagement and satisfaction.