ABSTRACT
This study examined how social media influences tourism promotion in Nasugbu, Batangas, focusing on platforms like Facebook, Instagram, TikTok, and YouTube. Using interviews and thematic analysis, the researchers explored how visuals, influencer marketing, and user-generated content shape tourist behavior and destination visibility. Findings revealed that compelling images and videos significantly attract tourists, especially when shared by trusted influencers. Different types of content—informative, promotional, and interactive affect audience engagement in unique ways. Emerging trends such as short-form videos and AI-driven marketing also enhance promotion by making content more targeted and personalized. However, ethical practices like transparency in sponsorships are crucial to maintain consumer trust. Based on these insights, the study recommends that local tourism stakeholders invest in high-quality visuals, collaborate with credible influencers, diversify their content strategies, use data-driven tools for marketing, and ensure ethical and responsive online engagement to boost tourism sustainably in the area. The researchers crafted guidelines to help tourism stakeholders effectively utilize social media strategies—such as engaging visual content, influencer collaborations, and user-generated media—to enhance destination visibility, increase tourist engagement, and promote sustainable tourism in Nasugbu, Batangas. This study employed a qualitative descriptive research design to explore the impact of social media on tourism promotion in Nasugbu, Batangas. It focused on understanding how visual content, influencer marketing, and user-generated content affect tourist engagement and decision-making. Purposive sampling was used to select participants, including local tourists, tourism business owners, digital marketers, and government tourism officials. Data was collected through semi-structured interviews and online surveys disseminated via Google Forms and social media platforms such as Facebook and Instagram. To ensure inclusiveness, printed copies of the surveys were also distributed in tourism offices and local establishments. Responses were analyzed using coding and thematic analysis based on the framework of Dawadi (2020). This process involved transcribing interviews, coding recurring responses, and identifying major themes related to tourism promotion strategies, consumer behavior, and emerging digital trends. Triangulation, peer debriefing, and member checking were used to ensure data credibility and validity. Ethical considerations, including informed consent and confidentiality, were strictly followed. This systematic methodology allowed the researchers to capture rich insights into how social media platforms shape tourism dynamics and to propose evidence-based guidelines for effective and ethical digital marketing in Nasugbu’s tourism sector printed copies of the surveys were also distributed in tourism offices and local establishments. Responses were analyzed using coding and thematic analysis based on the framework of Dawadi (2020). This process involved transcribing interviews, coding recurring responses, and identifying major themes related to tourism promotion strategies, consumer behavior, and emerging digital trends. Triangulation, peer debriefing, and member checking were used to ensure data credibility and validity. Ethical considerations, including informed consent and confidentiality, were strictly followed. This systematic methodology allowed the researchers to capture rich insights into how social media platforms shape tourism dynamics and to propose evidence-based guidelines for effective and ethical digital marketing in Nasugbu’s tourism sector.
