ABRIO, ALJOHN, BAAL JERARD VICTOR A., FUENTES MICO AND MENDOZA LORENZ.
Effectivity Of Social Media Platforms on the Social Media Engagement at Selected
Hotels in Bacoor. Undergraduate Thesis. Bachelor of Science in Hospitality Management
Campus, City of Bacoor, Cavite. December 13. Adviser: Joy Jacinto

This research aims to evaluate the effectiveness of social media platforms in driving
customer engagement within the hospitality sector, specifically focusing on selected hotels in
Bacoor, Cavite. The study identifies the demographic profile of respondents, explores the most
utilized social media platforms, and examines the relationship between social media strategies
and customer satisfaction. Using a quantitative methodology, the researchers gathered data
from 96 hotel guests who engaged with platforms like Facebook, Instagram, TikTok, and
YouTube within the past six months. The findings reveal significant correlations between the
demographic variables and consumer perceptions of social media's role in enhancing the guest
experience. The study also identifies key factors such as tangibility, reliability, responsiveness,
assurance, and empathy as crucial elements of social media engagement. These insights
provide actionable recommendations for hotel managers to optimize their social media
strategies, ultimately enhancing guest engagement and improving booking intentions. 

This study evaluates the effectiveness of social media platforms in enhancing customer engagement within the hospitality sector, focusing on selected hotels in Bacoor, Cavite. Utilizing a quantitative research design, data were collected from 96 hotel guests who had interacted with social media platforms such as Facebook, Instagram, TikTok, and YouTube within the past six months. The findings reveal a strong relationship between demographic factors and perceptions of social media’s role in improving guest experiences. Key engagement dimensions—tangibility, reliability, responsiveness, assurance, and empathy—emerged as significant factors influencing customer interaction and satisfaction. The study offers practical recommendations for hotel managers to strengthen their social media strategies, increase engagement, and foster higher booking intentions. 

Abrio, A., Baal, J. V. A., Fuentes, M., & Mendoza, L. (2023, December 13). Effectivity of social media platforms on the social media engagement at selected hotels in Bacoor (Undergraduate thesis). Cavite State University, Bacoor Campus, Bacoor City, Cavite. Adviser: Joy Jacinto.