Digital Marketing Influencing the Destination Image in Oriental Mindoro Tourism Sites
Journal Title: International Journal on Hospitality and Tourism Research - Year 2022, Vol 1, Issue 1
Abstract
Abstract: Exploring new places has been a feature of many people’s lives for a long time. However, traveling to Oriental Mindoro after being persuaded by different digital media is important as a millennial trend. This study aimed to assess how digital marketing affects the destination image of tourism destinations in Oriental Mindoro. A descriptive correlational study was carried out with adapted questionnaires distributed to 383 respondents or local tourists who had traveled to Oriental Mindoro. Most respondents are female between the ages of 18 and 25 (Generation Z) who are unemployed and like to travel yearly. They utilized Facebook once a month for travel information and learned about Oriental Mindoro as a place to visit from the social media pages of travel agencies. When compared with one another, responses regarding digital marketing in terms of performance expectancy and interactivity, as well as responses regarding the destination image in terms of cleanliness, personal safety, and convenience, display a significant disparity when categorized according to sex. There is also considerable difference in digital marketing in terms of hedonic motivation, habit, and interactivity when local tourists are grouped according to the social media platform they use. Furthermore, there is a correlation between personal safety and convenience as predictors of digital marketing and the destination image, and this correlation is determined to be highly significant. The study also demonstrates that personal safety and convenience have a significant influence on Oriental Mindoro’s digital marketing and destination image, enticing travelers to visit the province in developing relationships with destination image and digital marketing will result in a positive perception of Oriental Mindoro tourist sites.
Authors and Affiliations
Mercy Grace Abregante Maming, MIHTM and Dr. Billy T. Festijo
Keywords
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