The Level of Effectiveness of Social Media Platforms in Tourism and Hospitality Industry in the City of Manila

Abstract

The use of social media platforms became widely functional to businesses and was used as a promotional tool to market tourism products to the target customers and where people with diverse cultures can interact.  Therefore, the research aims to determine the level of effectiveness of Social Media platforms that can assist to promote the tourism and hospitality industry. The judgemental sampling method was used by the researchers in collecting data from 359 tourism students of LPU Manila. Based on the findings, social media platforms such as Facebook and YouTube were effective ways to promote tourism and the hospitality industry as perceived by the tourism students of LPU Manila; however, Instagram and Twitter had potential effectiveness when combined with Facebook and YouTube. The demographic profile has been an important variable to help businesses determine their target consumer within reach of social media platforms.