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CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter shows the related concepts which provide the researches relevant

information on the ‘’Impact of Social Media on the Senior High School Students of AMA

Cavite in selecting tourist destination ‘’.

Social Media Usage

Social Media or Web 2.0 as it is usually called, are fundamentally changing the way

travelers and students search, find, read, and trust,as well as collaboratively produce

information about tourist destinations. With the existence of Web 2.0 , it enables tourists to

read reviews an ask questions to the online community regarding a destination or tourist

attractions in helping them in decision making. By using this, it helps them to improve their

quality of searching information. When it comes in decision making, social media attributes

are the key factors to influence their attitudes. Moreover, applications of social media such as,

collaborative planning decisions, social network enable travelers and students make their

choices. In using social media, the students and travelers co-produce and share a huge amount

of information and knowledge namely user-generated content and for social intelligence. It is

useful and it has a great impact not only for the travelers, students in decision making

processes, but it can also be exploited for informational and improving their effectiveness in

making a right choice.Social Media is generally defined as a group of in in interest-based

applications which content is publicly available all over the world (Kapla
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-an & Haenlein, 2014). It’s also apart from their popularity as generic tools enabling sharing

of content and connection with others, are becoming increasingly important, since the

potential tourists can rely on others’ experiences for their decision making due to the

experiential nature of tourism (Litvin et al. 2008; Yoo et al. 2017), thus in an effort to decrease

uncertainty and increase the exchange utility. Social media websites are referring to the

internet-based applications that build on the ideological and technological foundations of Web

2.0. It allows the creation and exchange of user generated content,, enabling them to express

and share their thoughts which will indirectly influence others, in the context of their travel

and related decisions. Travelers and students are able to interact with tourism providers

directly, exposing them to the tourism product virtually. It is also essential that the social

media itself encourages the use of technology by highlighting the attractiveness of image and

photos, simplicity and friendliness of its tourist destinations.Social media can also enable in

storytelling, it is a usual post-travel engagement in our travel culture on a ‘24/7’ basis not only

to a larger audience,but also provide a sense of belonging into virtual travel communities.

Social media fundamentally reshaped the way tourism-related information is distributed

and the way people plan and consume their travel (Buhalis & Law, 2015). Social media use

during the pre-trip stage for the purposes of information search about potential destinations,

leisure activities and accommodation was found less popular. A strong correlation was

observed between level of influence from social media and changes made to holiday plans in

terms of destination and accommodation selection before final decisions were made. In

contrast to the study of Cox et al. (2014), social media were percei-
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ved more trusted than official tourism websites, travel agents and mas media advertising. In

recent years, two “megatrends” have noticeably emerged on the social media, in underscoring

changes that can significantly impact the tourism system. It is also referred to a consumer-

generated media that information on these sources is created, shared, exchanged rapidly.

Social media are changing the way people communicate it advances in mobile technology that

social media more accessible, allowing to become a part of people’s daily lives and routines,

(Mangold & Faulds, 2016). It is a very broad term and no universal definition among students

and travelers exists. A commonly accepted definition of social media seems to be difficult

particularly due to the existence of other concepts that came along with social media. Because

of nature of social media, the information on its perceived to have more credibility than other

traditional information sources. Blackshaw (2016) also describes social media as the internet-

based applications that carry consumer generated content that is relevant to the past

experiences or any source or online information issues. User-generated contents are the

underpinning of social media and its prevalence, leading to the coining of the term “electronic

word of mouth” (eWOM; Buhalis & Law, 2014). The change to electronic information social

media’s has also introduced decision makers to a much broader and easy-to-access collection

of information that may potentially influence them in decision making.Social media exist

in a variety of forms and serve numerous purposes. Consumer-generated content

supported through social media is ‘‘a mixture of fact and opinion, impression and

sentiment ,founded and unfounded tidbits,experiences, and even rumor because

tourist nowadays can easily browse

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internet to get enough information before making decision for a trip. With

existence of social media, it causes a lots of sites growing online which act as

information sharing medium including content website. The searching for impact of

social media on selecting tourist destination is growing, and the use of social media within a

rapidly evolving environment of digital destination resources that challenges the norms of

WOM in traditional destination marketing contexts. It is an information source for the students

when they are searching for travelling related information online.Since the advent technology

and the social media, the student’s journey can be different than it used to be. Those who

travel can rely on guidebooks compiled by ‘experts’ with out-of-date information or even

paper maps to navigate their destination they desire to visit. Instead, students can how have

their privilege of instantaneous access to information across the social media. This real-time

access to relevant trips and often crowds sourced information, has ultimately changed the way

for a travelers’ and students approach their planning for a vacation. Additionally, students can

no longer decide on a destination, research what to do or where to stay. Instead, their path to

travel, both purchase and experience. The expanding of social media world to find travel and

vacation inspiration, and even deals to support their chosen destination.

According to a recent survey from Adweek, 52% of Facebook users dream about

vacation, even when they aren’t planning a specific trip. This is due to FOMO. the fear of

missing out, which is especially a common feeling among the students. This is why user-

generated content has become a popular source for modern travelers and the students have

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often impacts of their final decision in making a trip. Due to authenticity of social media

content there has been a transformation, not only in the travel process, but also in the post

travel experience. The travel content of social media is proven by a recent survey that found

87% of millennials of Facebook said the use the social media sites for selecting their tourist

destination, while the 20% use Twitter and Pinterest.

On Pinterest, the majority of using this are not for destination specific, but instead

provide the possibility of a successful trip through inspirational imagery and for travel trips.

The students use this social media to explore, discover, and then decide if they like a travel

idea, and then take the time to research where they can go to have the experience they desire.

According to another Adweek survey, almost half of vacationers are more likely to hear about

a new travel destination on Twitter than anywhere else. They may not be searching for that

information specifically, but they are already exposed to it in their feed. Knowing this, it’s

possible for them to capitalize that the popularity of social media to select their future travel.

Not only for that, but all of these metrics demonstrate how influential social media can be in

travel decision process, and give valuable insight into what activities and destinations are

trending.

Selected Tourist Destinations in Cavite

Cavite province deemed as the oldest province in Luzon, Cavite is rich in heritage and

culture considering the events that transpired in the area through the centuries. This province

is located on the doorstep of Manila in CALABARZON Region and is the most populated

province in the entire country with close to 4 million people. It is mostly an indust
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-rialized area with tax exemption given to foreign companies who set up their operations there.

Cavite is well known for its connection to the Philippine revolution in 1898. Cavite main

attractions are its historical sites, being the cradle of the 1896 Philippine Revolution and the

birthplace of Philippine Independence in 1898. This historic event saw the removal of Spanish

colonial Social media has a great impact on each aspects of our lives that affects the tourism

industry. Students can engage with control. As a result of this , Cavite is commonly regarded

as the “Historic Capital of the Philippines.” The downside of Cavite is that it is the most

populated province in the entire Philippines with a population of close to 4 million people.

This is all in an area size that is only 1,427 square kilometers, or less than 0.5% of the total

area size of the Philippines. Needles to say, this can have an impact when trying to travel into,

or through the province. Despite of that fact, this province continued to dominate the tourism

industry in the CALABARZON (Cavite-Laguna-Batangas-Rizal-Quezon) region. It has seven

cities (7) and sixteen municipalities. In order to know the result of this study we have chosen

three destinations in Cavite namely, Tagytay, Alfonso, and General Emilio Aguinaldo

(Bailen). These destinations are most-likely visited by teenagers because of the activities these

place have. Panoramic views, food choices, climate, etcetera tha an adolescent would consider.

First on our list is Tagaytay, bustling with high-end and mid-range hotels and restaurants,

Tagaytay has long been one of the most popular tourist destinations in the country, thanks to

it’s cool weather, high-altitude panoramic views, and proximity to Metro Manila. Alfonso is

located on the southwest corner of Cavite, Alfonso is an ideal location whether you’re

planning a relaxing weekend or a day of outdoor activities.

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The town is home to Kampo Trexo, a sprawling adventure camp with amenities for wall

climbing, zip-line, rapelling, and river trecking. In addition, Sonya’s. Garden an upscale bed-

and-breakfast estate with manicured gardens and a chic spa. General Emilio Aguinaldo,

locally known as Bailen, it is a quiet town on the western side of Cavite that is home to number

of rivers and waterfalls.The most famous of these is Malibik Libik falls, a pristine waterfall

cascading out of towering walls of rocks and into a deep azure pool. The town is also a market

for its homegrown coffee, Kapeng Bailen which is best paired with the tasty puto-bumbong

(purple rice cake)sold year-round at the town center. These are the places we select for our

respondents to choose from, for us to determine what are the impact of media platform on

selecting tourist destination.

Social Media in Tourism Industry

Social media has a great impact on each aspects of our lives that affects the tourism

industry. Students can engage with social media sites to research trips, make informed

decisions about their travels and share their personal experience. Through the use of internet,

students can easily get the information about the place and helps them in making easy

reservations. In this regard, the social media has influenced how travelers and students search,

review and even book their desired destinations. Importantly, one of the greatest aspects of

social media is that it has a significant impact on tourism. Whereas in the past tourists

depended on the word of mouth, magazines, newspapers and even in some cases television

advert to highlight different destinations that they could visit, this has since chang
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-ed. On the contrary, there is an increasing reliance on social media to provide such

information on other travelers and students. This implies that social media is increasingly

becoming a trustworthy source of information for different people across the globe. Social

media can also help in building positive effect and creating satisfaction level for the other

travelers’ and for the students. Students can also look for negative evaluation in particular

(Sache & Magneld, 2014). There are enormous monthly visitors on social media who are kneel

searching the travel information from different sources such as Advisor, Cox & King, Make

Myon making decision and helps them in sharing their experiences about their particular

destinations. Social media has left its impact on all the sectors and its majorly used as a source

of communication and to gather information. Social media is one that is used for leisure as

well as in selection of destination choice purpose. It has bought its effect on tourism sector

too in a way where travelers and students can share their experiences and reviews and the

information available on the social media sites help them to make their prospective choice.

Social media can help students in making their decision easier and make a better choice as to

which place to travel.The social media has given a great contribution to provide some good

and not so good feedbacks and contributions.On the contrary, social media has the power to

transcend borders and reach even the remotest locations on earth as long as such locations had

access to an internet connection. As a result of their ability to reach a wider array of audience

from different geographical locations, marketers are increasingly relying on social media as a

critical tool to reach out to their target consumers. From a demand perspective, there is a need

to note that travelers and students are increasingl

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-y relying on social media to find the products and/or services they need. In line with this, the

tourism industry has not been left behind as far as using social media as a tool to communicate

and interact between tourists and the different players in the sector. In this case, whereas

tourist destinations have increased their presence on different social media platform, students

and other travelers rely on these platforms to identify, evaluate and connect with the

destinations they desire to visit. A recent research showed that more than half of the travelers

change their decisions and plans after researching on various social portals. I n t r a v e l a n d

tourism, past research has focused attention on the socio-psychological aspects

o f s o c i a l m e d i a u s e . A n d i t helps the individually to virtually see the destination online

and their reviews helps in making a better decision. The information is available in many

forms adopted social media as their way of advertising or marketing as it has bought great

revenue and outcome as the information available on social media helps in decreasing the

uncertainties and providing more relevant and real information.

Indeed, the social media play a big role in tourism industry, especially in making

decision, creation and communication with others.Nowadays, most tourists use this social

media for choosing their destinations, making early reservations through this technology.

With the help of this, it allows organizations to save on workers and at the same time giving

power to travelers make their own decisions. It advances to technology helps to create

opportunities to the industry of tourism and it become more and more active online, especially

on social media. It also, in Tourism they depends to a high extend on the opinions,

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recommendations and comments on social platforms such as Facebook, twitter, Pinterest that

enable for them to know what will they choose in visiting a particular destinations. And it

cannot deny that social media are the most powerful tool for them in selecting their tourist

destinations. In this study which is the pre-phase of the students’ trip is a affected by the

information and comments available online and further leads to change the decision of the

students on the basis of their previous experiences as it helps in avoiding risk and to build up

their satisfaction level. According to him travelers and students can usually evaluate various

online website while making the travelling decision in order to lessen the risk of making the

wrong choice. Through this information online students are able to have a look at the

feedbacks of the travelers who have uploaded their pictures or videos of the place that they

will planning to go. This is major impact on the students that show the influence of social

media on tourist.It has become necessary for industries to determine those technologies that

have the potential to serve their long-terms strategic goals. This development provides the

opportunity for using the internet as an important tool for planning process. As highlighted,

within the tourism industry, students will know the opinion of previous travelers, that may

help them to decide if they will purchase or reject, the services. Therefore, it has a major

impact on a destinations image and shows the influence of social media on tourist spots.

Related Study

“Asssessing The Impact Of Social Media Platforms in Tourism Destination

Selection in Batangas Province”

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 According to Buted, R. , Gillespie, N. et. al (2016) this study shows that social media

tools are changing the way people communicate. Advances in mobile technology have made

social media more accessible, allowing to become a part of people’s daily lives and routines,

(Mangold & Faulds, 2009). It is a very broad term and no universal definition among scholars

and researchers exists. A commonly accepted definition of social media seems to be difficult

particularly due to the existence of other concepts that came along with social media, i.e. Web

2.0 or User Generated Content. Being closely related but not exactly synonymous a distinction

between all these new concepts and terms often seems to be difficult, to the extent of being

used interchangeably (Morgado et.al 2011). Furthermore, in recent year’s new communication

methods, known as Web 2.0 applications or new social media started to gather information

and achieve great success in communicating with the consumer. Several factors facilitated

that the social media applications became enormously popular among many students, such as

the evolution of the Internet that became a very important source for information search (Arsal

et al, 2008) and an essential tool to keep contact with others, through e-mails or using

messengers than it was decades ago (Noone et.al 2011). Blackshaw (2006) describes social

media as the internet-based applications that carry consumer generated content that is relevant

to the past experiences or any source or online information issues. The students create these

themselves, based on the 2015 International Conference on Business and Management their

experience with products and services, and share it among themselves aiming at educating

about the products and services (Xiang & Gretzel, 2009). Individuals and groups create and

exchange content and engage in

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person-to-person conversations. They appear in many forms including blogs and micro blogs,

forums and message boards, social networks, digital storytelling and scrapbooking, and data

content, image and video sharing, podcast portals, and collective intelligence. There are lots

of well-known sites such as Facebook, LinkedIn, MySpace, Twitter, YouTube, Flickr,

Instagram and many others (Cox, et.al 2009). This study aimed to lay emphasis on the impact

of social media towards the continuous progress of the tourism industry of Batangas. The

researchers conducted the study to enhance their knowledge on social media and to emphasize

the potential and varied usefulness of different social networking sites so as to apply in their

future career.

The communications landscape is evolving, and social media have assumed a

prominent place in the marketing and public relations equation, (Mangold & Faulds, 2014).

There are several dozens of social networks and their number keeps growing by the day. The

most popular ones are Facebook, Google, LinkedIn, Skype, Yelp, Bing, Twitter and Trip

Advisor, but there are scores of other. The reviewing sites can have relatively more impact

than the enhanced communications sites such as the Facebook or Twittter sites (Rowe, 2016).

Allowing two-way communication, interaction, and creation and exchange of user-generated

content (UGC), the social media has completely changed the world marketing landscape by

revealing some significant opportunities for word of mouth and viral marketing (Tuten, 2014).

Social media presents a golden opportunity for the tourism industry to make greater contact

with its customers, with an ultimate goal of developing a partnership for brand growth and

development .One great potential advantage of social

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media is that guests are willing to share information about their likes and dislikes. By using

appropriate analytic methods. Most important right now is the development of mobile apps,

since travelers expect to use their mobile devices to book rooms or other travel services on the

spot, (www.hotelschool.cornell.edu). People are motivated to use and engage in social media

for several reasons (Safko, 2014). Many studies have applied the theory of uses and

gratifications to explain the reasons for the use of social media .The uses and gratifications

approach seems to be applicable for analyzing people’s use of social media as the approach is

particularly appropriate for examining the usage of new types of media such as the Internet

(Muntinga et al., 2016). There are different ways social media can be used to benefit the

bottom line of an operation, whether it is food service, hotels, amusement parks, hospitals, or

any other affiliated hospitality business. Rowe (2015) has listed seven ways one should be

leveraging social media which include: (1) Solicit endorsements; (2) Maximize revenue per

seat (3) Bond with guests (4) Manage reputation (5) Reach out to new customers (6) Recruit

new staff; and Build a buzz (Payne & Frow, 2005). Considering all the benefits that social

media can provide, it has all the attributes that will be helpful in marketing and management.

This is particularly important for hospitality and tourism field since they are people

professions. Social media is an option for hospitality industry since it provides opportunities

to manage and present business content and it helps in identifying core values that draw clients

and customers to business.

There has been much written on the level of activity by bloggers sharing travel

experiences, recommending preferred accommodations, offering critiques of restaurant amb-

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-iance and service, as well as hospitality companies monitoring and contributing to

selfsponsored sites. The attractiveness and impact of social media has exploded in popularity

as consumers turn to online networking to share ideas, suggestions, photos, videos and diaries,

while developing friendships within a virtual community. The tourism industry has changed

dramatically with the overwhelming emergence of social media platforms. Due to the nature

of a travel product – it is experiential, and often a material commitment in terms of money or

time – people has long shared their travel experience and social media just facilitates this

(Buettner 2014). By using these social communities, customer not only forms informational

networks but social networks are also developed. These platforms allow potential tourists to

collect desired knowledge from several sources as well as take advantage of other people’s

experience. Social media for sustainable tourism was conducted purely on social media

platforms. A consumer survey was done to understand key aspects of consumer awareness

and consumer psyche towards sustainable tourism development. The study was then used to

make the social media communication hexagon and broad recommendations (Kumar, 2016).

For decades in hospitality management it was used to say that once you do one thing bad ten

people will know by the word of mouth. Social media has changed that proverb overnight as

the “word of million mouths.” So rapid is the spread of communication that it can make or

break businesses, governments, or any agency. It is not plain communication but it leads to an

interactive dialogue which creates a viral impact.Social media has the advantage of reaching

global audience, even in remote corners

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of the world; immediacy with no time lag; easy accessibility by those receiving the

communication as long as they can get their hands on a computer keyboard; twenty four hours,

seven day operations thereby overcoming the time difference; and ubiquitous versatility for

interactive exchanges (Khan, 2016). The complexity of the Internet and social media has

created some issues with the hospitality industry. Since the content of social media is largely

consumer-based, it can make it difficult to filter through all the information that is available

for consumers. Searching for information through the Internet has been greatly influenced by

large search engines that limit search results to only include the most “popular” social media

sites (Leung et.al, 2014). The attractiveness and impact of social media has exploded in

popularity as consumers turn to online networking to share ideas, suggestions, photos, videos

and diaries, while developing friendships within a virtual community. While social

networking can help strengthen guest loyalty and satisfaction, it can also lead to unfair

negativity, inaccurate information and undue criticism ( Kasavana, 2015).

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2.Conceptual Framework

Level of Social Media Selecting Tourist

Usage destination of SHS
Students of AMA
a. form of social media? Cavite
b. often using of social media?

Figure 1. The Conceptual Framework of the Study

The study attempts to show the correlation between the Impact of Social Media in selecting

tourist destination of SHS Students of AMA Cavite.

In Figure 1, the illustration shows the relationship between the two variables, (1) Level

of Social Media Usage and (2) the SHS Students of AMA Cavite in terms of selecting their

tourist destinations. The former is the independent variable while the latter is dependent

variable, for with the level of social media usage in the students of AMA Cavite in selecting

their tourist destination. We used two headed arrows to examine the relationships among the

two variables ,and also we used this to describe the directed dependencies among a set of

variables.

3. Research Hypothesis

There is no significant relationship between the use of social media in terms of

selecting tourist destination.

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4.Definition of Terms

Social Media- websites and applications that enable users to create and share.

Tourists- a person who is travelling or visiting a place for pleasure or interest.

Tourists destination- is a place of interest where tourists’ visits, typically for its inherent or

an exhibited natural or cultural culture.

Influence- is the individual whose effect on the purchase decision is in some way significant

or authoritative.

Explore- a new place, you want to see interesting things and get to know its people.

Unexplored - a place is one where people have not been to find out what is there.

Travel- movement of people between distant geographical locations.

Population- the whole number of people or inhabitants in a country or region.

Impact-. to have a strong and often ad effect on (something or someone).