Effectiveness of Marketing thru Social

Media Among Resorts in SFC, La

Union
Junio, John Christine R.
Ladi, Kenneth G.
Lasquite, Marygold L.
Libertino, Maryanne P.
Runatay, Juyan C.

Background of the Study

Major Problem: To assess the effectiveness of Marketing thru Social
Media
Implications of Social Media Marketing to the Hospitality
Industry
Proper Optimization of Social Media Platform of the Resorts

Theories
Theory

of Word of
Mouth/Psychological Ownership
and Perceived Control
The Social Exchange Theory
The Social Network Theory
McLuhans Media Theory

Statement of the Problem

1. What is the level of effectiveness of social media

marketing of the resorts along:
Booking Convenience
Sales Promotion
Public Relations
2. What are the capabilities and constraints of the
respondents resorts in the level of effectiveness of
their promotional strategies? and;
3. What marketing plan can be proposed to help in
increasing the popularity of the respondents resorts?

RESEARCH PARADIGM

INPUT

PROCESS

The level of
effectiveness of
social media
marketing of the
respondents
along:

a. Booking
Convenience
b. Sales
Promotion
c. Public
Relations

A. Analysis
and
interpretation of the
Level of Effectiveness
of Social Media
Marketing of Resorts

B. Analysis of the
Capabilities and
Constraints of the
resorts along the
identified areas

C. Formulation and
Validation of Marketing
Plan for resorts.

OUTPUT

Social Media

Platform
Marketing Plan
for the Resorts.

Importance of the Study

Groups who will benefit from the Study:
To the Hospitality Industry
To the Resorts in SFC, La Union
To the Owners of the Resorts
To the supervisors, managers and personnel of the resorts
To the academe
To the Researchers
To the future researchers

Research Design
Research Design

: Descriptive Survey

Research Approach : Qualitative

Quantitative

Sources of Data
Selected Resorts
San Fernando City, La Union
Table 1. Distribution of Respondents

Resorts

Guests

La Mer Resort

Manager/
Supervisor
1

15

Total No. of
Respondents
16

Blue Horizon

15

16

Blue Marlin

15

16

Resort De Marea

15

16

Clarissa Jade Resort

15

16

Total

75

80

Tools for Data Analysis

Level of Effectiveness: Average Weighted
mean

Output
Social media platform developmental plan
specifically a Website Page which fully
optimizes the use of social media. Also, a
series of activities such as seminars and
conferences like the one held in Thunderbird
Resort about Digital Influences Marketing
Summit, La Union will be proposed to our
respondents.

Thank You!