Chapter 5

SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary

The primary objective of this research was to assess how social media

influences the tourism and hospitality industry as a part of its marketing

strategy for promotions of its products and or services.

Significantly, it aimed to answer the following questions:

1. What is the business profile in terms of;

1.1 Type of Business

1.2 Year in Operation

2. What is the level of social media influence to the marketing and promotion of

Tourism and Hospitality industry in terms of:

2.1 Facebook

2.2 Instagram

2.3 Twitter

2.4 You tube

2.5 Website

3. What is the level of status of tourism and hospitality management after posting

promotions on social media in terms of:

3.1 Sales

3.2 Popularity

3.3 Occupancy
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Findings

The following findings are based on the research accomplished during

the course of the study.

1. Business Profile

The study disclosed that 50% of the respondents came from the hotel

industry and the other 50% of the respondents came from the restaurant

industry.

The same thing revealed that 50% of the establishments are still new in

this industry and on rise with today’s trends, 25% had been in business for 11-

20 years and another 25% of the business establishment had operated for more

than 20 years already.

2. Level of social media influence to the marketing and promotion of

Tourism and Hospitality industry

This shown that Facebook had highly influenced the marketing and

promotion of business establishments with weighted mean of 4.75. Youtube

also had highly influenced the business establishment having 4.55 weighted

mean while twitter was the least influenced with 3.64 weighted mean. It also

shown that many establishments used Facebook the most in advertising and

promoting their products and or services.

3. Level of status of tourism and hospitality management after posting

promotions on social media

The study revealed that Facebook top the marketing and promotion

practices of a business establishment with weighted mean of 4.64. Youtube

with weighted mean of 4.26 that is also very highly practiced in hotels and

restaurants.Promoting using Twitter is the least practiced by hotels and

restaurant with weighted mean of 3.15. It revealed that majority of the

establishments had practiced advertising using Facebook.

This also shown that the respondents had strongly agreed that using

social media boosts the hotel and restaurant popularity with weighted mean of

4.68 as well as has strongly agreed that using social media increases profit

after promoting their products and services online with weighted mean of

4.51. They also strongly agreed that boosting popularity on hotel and

restaurant thus increases food orders and or availment on the services, food

sales and room occupancy with weighted mean of 4.44. Using social media

platforms boots hotel and restaurant popularity.

Conclusion

Business establishments who are using social media platforms are on

rise with today’s trends. These establishments are often hooked in using social

media platforms such as Facebook, Instagram, Twitter, Youtube and own

website in advertising and promoting their products and or services. The use

of these platforms became an essential marketing and promotion strategies for

hospitality and tourism industries. It is evident that business establishments

such as hotels and restaurants had practiced and been practicing using these

social media platforms. Most of these establishments became more attuned in

using Facebook platform in marketing and promoting their products and or

services. Using social media platforms had greatly influenced these business

establishments. Hence has made an opportunity and advantage in uplifting the

business establishment’s sales/profits, popularity and occupancy.

Recommendations

Based upon the study, following could be the recommended strategies

for marketing and promotion of tourism and hospitality industries:

 The Department of Tourism of Dipolog City and within Zamboanga del

Norte with its nearby municipalities shall adopt the use of the social media

platforms such as Facebook, Instagram, Twitter, Youtube and own

website in the marketing and promotions of certain products and or

services.

 More promotional activities of hospitality and tourism industries need to

be undertaken via Facebook, Twitter, Instagram, Youtube and

establishments’ own

website. Since Facebook dominates the social media platforms and many

people are accessing Facebook frequently on their mobile phones. Hence

more emphasis should be given on Facebook for hospitality and tourism

industry’s promotions.
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 Another aspect that has to be taken into is to be carefully monitored the

information displayed about the marketing and promotions of the business

establishments’ products and or services. There should be a consistent

updated of the said products and services as users are very regular on using

several social media platforms.

 Due to some flaws, the researchers should expound more on the variables

such as influences of social media platforms on customer satisfactions and

the reliability of the information of online advertisement.

 For the future researcher, look also on the positive and negative effects of

social media advertisement.

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