Chapter 4

Presentation, Interpretation and Analysis of Data

This Chapter presents the gathered data through statistical method. In

reporting the data gathered, this research ussed graphs and tables in analyzing the data

that is based from raw data and transcribe into statistical data.

These graphs and tables presented the answers of the respondents in selected

business establishments; ten (10) restaurants and ten (10)hotels mostly located in

close proximity within the city, where the answers of each influences of social media

in the tourism and hospitality industry were found on each table.

Business Profile in Terms of Establishment

Hotels
Restaurants
50% 50%

Figure 1.Business Profile in terms of Establishment

Figure 1 shows that 50% of the respondents came from the hotel industry and

the other 50% of the respondents came from the restaurant industry. In tourism and

hospitality businesses, social media are strategic tools that play a fundamental role,

especially in promotion, business management, and research functions (Leung et al.

2013).
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Business Profile in Terms of Year in Operations

25%
1 to 10 years
11 to 20 years
21 to 30 years
50%

25%

Figure 2.Business Profile in terms of Years in Operations

Table 2 reveals 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. By

being up to date with social media marketing trends and developing a dynamic online

presence, hotels and restaurant companies can quickly adapt to the disruption and

achieve an early adopter advantage when attracting business from tech-savvy

millennial. Today, the industry is on the rise again and has changed dramatically with

the overwhelming appearance of social media platforms creating new opportunities to

progress and attract the customer through facilitated communication and empowered

guest engagement. (Benea, 2014).

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Table 1. The Level of Social Media Platforms Used

Statements Average Interpretation
Weighted
Mean
1. Business establishments advertise in 4.75 Mostly Used
Facebook because it is the mostly used
social media platform used by customers.
4.09 Mostly Used
2. Instagram influences customers to
purchase products and/or services.
3. Twitter helps the business establishment to 3.64 Moderately Used
gain trust among customers, thus increase
products/ and or services purchase and
referral.
4. YouTube provides a forum for customers 4.55 Mostly Used
to connect, inform, and inspire customers
to purchase products and /or services of
the business establishment.
5. The website of the business establishment 4.47 Mostly Used
markets and promotes more customers to
purchase the business’s products and/or
services.
4.3 Mostly Used
Mean

Table 1 shows that Facebook had been mostly used by business establishments

in marketing and promoting their products and or servises with weighted mean of

4.75. Youtube also had mostly used the business establishment having 4.55 weighted

mean while twitter was moderately used with 3.64 weighted mean. This showed that

many establishments used Facebook the most in advertising and promoting their

products and or services. Facebook Social networking sites (SNSs) on social media

have transformed the way of communication between brands and consumers. These

platforms such as Facebook, Instagram, and Twitter –for mentioning a few of them-

have become crucial tools for marketer’s strategy-planning. They manage to build

relationships with consumers, and to influence sales by attracting new customers and
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retaining existing customers (Adjei & Noble, 2010). Facebook, Twitter, YouTube,

Podcasts and travelshake arethe best known and effective social media networks

formarketing in tourism and hospitality industry (Jashi 2013).Social media was used

by businesses initially to market products and services at a minimal cost. It was the

most inexpensive method of marketing and advertising, but also offered its brand that was

reliable to the customers. (Buchanan et al., 2010).

Table 2.The Level of Status of Tourism and Hospitality Industry after Posting
Promotions on Social Media
Statements Average Interpretation
Weighted
Mean
1. After using social media it boosts hotel 4.68 Strongly Agree
and restaurant popularity.
2. Social media boost popularity on hotel and 4.44 Strongly Agree
restaurant thus increases food orders
and/or availment on the services.
3. Profit increase is evident after promoting 4.51 Strongly Agree
the products and/or services online.
4. Social media usage increases hotel and 4.47 Strongly Agree
restaurant reservations thus increases daily
sales on its products and/ or services.
5. Social media increases daily room 4.44 Strongly Agree
occupancy and food sales.
4.50 Strongly Agree
Mean
Table 2 shows 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
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4.44. Using social media platforms boots hotel and restaurant popularity. Engaging in

social media will help strengthen the brand experience which will support

brandbuilding. A company becomes more attractive to the customers, and to current

and potential employees, if it has a well-built brand name. As a result, social media

will help in building a good reputation for a business organization (Carraher et al.,

2009)

Table 3. The Level of Influences of Social Media Marketing and Promotion

Practices
Statements Average Interpretation
Weighted
Mean
1. Latest products, services and promos are 4.64 Very Highly
advertised using Facebook. Practiced
2. Promoting latest products, services and 3.81 Highly Practiced
promos are advertised in Instagram.
3. Promoting latest products, services and 4.26 Very Highly
promos are broadcast in Youtube. Practiced
4. Business establishment post their newest 3.15 Practiced
products, services and promos in Twitter.
5. Promos, latest products, andservices of 4.43 Very Highly
establishment are posted in its own website. Practiced
4.06 Very Highly
Mean
Practiced
Table 5 reveals 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. While promoting

using Twitter is the least practiced by hotels and restaurant with weighted mean of

3.15. This showed that most of the establishments had practiced advertising using

Facebook. Facebook, internationally became the most popular social networking site

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worldwide and also became the top social network across eight individual markets in

Asia—the Philippines, Australia, Indonesia, Malaysia, Singapore, New Zealand,

Hong Kong and Vietnam(Natta, 2010). A significant 90% of marketers agree that

social media is important to their business, and more than half of them (55%) chooses

Facebook as the most important platform (Stelzner,2018). YouTube provides a forum

for people to connect, inform, and inspire others across the globe and acts as a major

distribution platform for original content creators and advertisers, large and small

(Jashi, 2013). Twitter gained a lot of popularity first because it offered more different

options such as micro blogging and secondly because it was used by some celebrities

(Jasra, 2010; Tweeternet.com, 2010).