Avahan: A Journal on Hospitalty and Tourism

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Tourism during COVID-19 : Perception of Students on the Effectiveness of Mass Media in Promoting Philippine Tourism


Affiliations
1 College of International Tourism and Hospitality Management, Lyceum of the Philippines University, Muralla St, Intramuros, Manila, Philippines
     

   Subscribe/Renew Journal


Evolving in this new normal, the internet and smart phones became the household necessity that has a great impact to one’s everyday routine. Since Tourism is a discipline where media plays an essential role, most people are fascinated to visit a destination of their choice. Mass media became the primary source of information as it can reach a wide variety of audiences through the internet, radio, television, and social media platforms. It encourages tourism in various ways in attracting tourist, inform and persuade them to patronize and support all activities related to it. Tourists decide which airlines to fly, what hotel to book, visit the nearby attractions and shopping centers. By utilizing mass media as a form of promotion and advertisement of a specific destination, it could lead to the recovery of the tourism sector. The study utilized a quantitative research method and a descriptive design in order to collect quantifiable information from a sample of 120 respondents. According to the findings, the majority of the third year International Tourism & Hospitality Management students of Lyceum of the Philippines University Manila perceived that mass media plays a vital role in promoting Philippine Tourism. Media, as an effective medium for promoting health protocols, are essential tools to rebuild the future of Philippine tourism. This study has discussed in detail the use of mass media and its effect on companies on tourism industry. The most common use of mass media by travel companies is to establish contact with clients all around the globe in order to build and search for recovery plans once traveling is possible. Social media is an excellent medium for persuading the public to use preventive necessities. Awareness of tourism companies’ safety and health practices via social media during the COVID-19 will also ensure clients’ health and safety. To conclude, mass media has been effective in influencing visitor decision-making and might be an instrument to aid in the recovery of Philippine tourism. The use of internet during the pandemic is essential and can play an important role in attaining the industry’s goals.

Keywords

Pandemic, Tourism, Broadcast Media, Travel Information, Health Protocols.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Anwar, A., Malik M., Raees, V., & Anwar, A. (2020). Role of mass media and public health communications in the COVID-19 pandemic. Cureus 12(9). doi:10.7759/cureus.10453

  • Bento, A. (2020, May 26). Evidence from internet search data shows information-seeking responses to news of local COVID-19 cases. PNAS. Retrieved from https://www.pnas.org/content/117/21/11220.short

  • Boykoff, P. (2012, May 3). Philippines’ tourism campaign hopes for a boost from social media. Retrieved from CNN Travel Website: https://edition.cnn.com/travel/article/philippines-tourism-campaign/index.html

  • Brdar, I., Gajić, J., & Živković, R. (2014). The impact of social media on tourism. Retrieved from http://portal.sinteza.singidunum.ac.rs/Media/files/2014/758-761.pdf

  • Businesswire. (2020, July 02). COVID-19’s impact on travel & tourism social media. Retrieved from businesswire: https://www.businesswire.com/news/home/20200702005196/en/COVID-19s-Impact-Travel-Tourism-Social-Media-2020

  • Burgos, J. V. (2020, January 3). Social media malaking tulong sa turismo sa bansa — Puyat. Retrieved from https://www.dwiz882am.com/index.php/social-media-malaking-tulong-sa-turismo-sa-bansa-puyat/

  • Camille. (2021, September). Facebook and tourism marketing: Best practices. Retrieved from https://break-theicemedia.com/facebook-and-tourism-marketing/

  • Coleman, S. (2015, August 25). What is mass media. Retrieved from https://study.com/academy/lesson/what-is-mass-media-definition-types-influence-examples.html#:~:text=Mass%20media%20means%20technology%20that,%2C%20television%2C%20and%20the%20Internet

  • Dellova, R. et al. (2021). Social medias’ effect on Intramuros’ tourism growth as perceived by national capital region tourism. 7th International Conference on Business, Economy, Management and Social Studies Towards Sustainable Economy, 1(2).

  • Dublin. (2020). The impact on travel and tourism social media-COVID-19-thematic research. Retrieved from https://www.globenewswire.com/news-release/19-on-Travel-Tourism-Social-Media-in-2020-Analyzes-the-Major-Implications-and-Presents-a-Array-of-Case-Studies-Demonstrating-Creative-Innovative-Ways-Companies-Have.html?fbclid=IwAR1OhcAp16Kr09B8N4sNfddc22I2xvwUtcGxDJPn cS54vepJtTG7-HwyqGI

  • Garland, C. (2020, April 6). Tourism marketing tips for smart business amid COVID-19. Retrieved from Tourism Review News: https://www.tourism-review.com/tourism-marketing-tips-in-the-middle-of-the-crisis-news11474

  • Knorovsky, K., (2020, March). The future of travel is female. Retrieved from https://www.nationalgeographic.com/travel/article/how-female-focused-tours-can-make-travel-better

  • Hamid, S. (2020, August 13). Retrieved from https://www.traveltrendstoday.in/news/technology/item/8688-leveraging-tourism-post-covid-19-through-social-media

  • Hisham, M., & Qian, Y. (2015). The role of internet in hospitality and tourism industry’s IMC strategies. Retrieved from https://www.google.com/amp/s/mpk732t22015.wordpress.com/2015/09/13/the-role-of-internet-in-hospitality-and-tourism-industrys-imc-strategies/amp/

  • Hoffman, D. (2020, May 4). Social media marketing strategies for tourism during the COVID-19 pandemic. Retrieved from https://davidsbeenhere.com/2020/05/04/social-media-marketing-strategies-for-tourism-during-the-covid-19-pandemic/

  • Mangan, M. (2015, September 23). The impact of social media on the tourism industry. Retrieved from https://www.hospitalitynet.org/news/4071855.html

  • Magnini, V., & Xiang, Z. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Retrieved from https://ideas.repec.org/a/eee/joreco/v22y2015icp244-249.htm

  • Mallari, D. (2020, August 19). Quezon’s Niyogyugan Festival goes online. Retrieved from https://news-info.inquirer.net/1323789/quezons-niyogyugan-festival-goes-online

  • Maurer, C., & Wiegmann R. (2011). Effectiveness of advertising on social network sites: A case study on Facebook. In R. Law, M. Fuchs, & F. Ricci (Eds.) .Information and Communication Technologies in Tourism. Springer, Vienna. doi:https://doi.org/10.1007/978-3-7091-0503-0_39

  • Mollard, M. (2020). How is the mask trend behaving on social media. Heuritech. Retrieved from https://www.heuritech.com/blog/articles/masks-trend-social-media/

  • NBC News. (2020, July). Facebook, Instagram, and other social media platforms tout mask-wearing before a holiday weekend. Retrieved from https://www.wrcbtv.com/story/42324249/facebook-instagram-and-other-sociai-media-platforms-tout-mask-wearing-before-holiday-weekend

  • Oguz, B., Gordon G., & Cruz, H., (2020, April). Global tourism and the COVID-19 pandemic. Retrieved from https://www.google.com/amp/s/www.dailysabah.com/opinion/op-ed/global-tourism-and-the-covid-19-pandemic/amp

  • Oregon State University. (2010, September 14). Oregon State University. Retrieved from https://research.oregonstate.edu/irb/policies-and-guidance-investigators/guidance/snowball

  • Philippine News Agency. (2020, May 21). PH prepares to revive domestic tourism under strict protocols. Retrieved from https://www.pna.gov.ph/articles/1103498?fbclid=IwAR03B84dJR8PpSnOzkfXRcYK3f G4fQf6_PKgUzh1SQ6moWinfKfh8fqQxjA

  • Rahman, S. (2017). Tourism destination marketing using Facebook as a promotional tool. Retrieved from http://www.iosrjournals.org/iosr-jhss/papers/Vol.%2022%20Issue2/Version-1/M2202018790.pdf

  • Ranasinghe, R. et al. (2020, April) Tourism after corona: Impacts of COVID 19 pandemic and way forward for tourism, hotel and MICE industry in Sri Lanka. Retrieved from https://www.researchgate.net/publication/340754502_TOURISM_PANDEMIC_AND_WAY_FORWARD_FOR_TOURISM_HOTEL_AND_MICE_INDUSTRY_IN_SRI_LANKA

  • Reino, S., & Hay, B. (2016). The use of YouTube as a tourism marketing tool. Tourism Travel and Research Association: Advancing Tourism Research Globally 69. Retrieved from https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1647&context=ttra

  • Shalvee, & Sambhav, S. (2020, March). Role of mass media & communication during pandemic COVID’19. Retrieved from https://www.research-gate.net/publication/342663311_Role_of_Mass_Media_Communication_During_Pandemic_COVID’19

  • Schimmel, K. S. (2020). Front sports act living, sport and the COVID-19 pandemic: A structuralist analysis of key themes in the UK mass media. Retrieved from https://www.frontiersin.org/articles/10.3389/fspor.2020.578472/fu

  • Tabios, H. (2020). Digital data on tourism touted by DOT official. Retrieved from https://mb.com.ph2020/07/24/digital-data-on-tourism-touted-by-dot-official/amp/

  • The Manila Times. (2020, January 17). DoT promotes sustainable local tourism. Retrieved from https://www.manilatimes.net/2020/01/17/lifestyle-entertainment/life-times/destinations/dot-promotes-sustainable-local-tourism/675112/Reference

  • World Health Organization. (2021). Social media & COVID-10: A global study of digital crisis interaction among Gen Z and Millennials. Retrieved from https://www.who.int/news-room/feature-stories/detail/social-media-covid-19-a-global-study-of-digital-crisis-interaction-among-gen-z-and-millennials


Abstract Views: 196

PDF Views: 0




  • Tourism during COVID-19 : Perception of Students on the Effectiveness of Mass Media in Promoting Philippine Tourism

Abstract Views: 196  |  PDF Views: 0

Authors

Ericka Jonalyn A. Tayo
College of International Tourism and Hospitality Management, Lyceum of the Philippines University, Muralla St, Intramuros, Manila, Philippines
Denise Louise D. Macaraeg
College of International Tourism and Hospitality Management, Lyceum of the Philippines University, Muralla St, Intramuros, Manila, Philippines
Jannellie Aubrey Zyra F. Mijares
College of International Tourism and Hospitality Management, Lyceum of the Philippines University, Muralla St, Intramuros, Manila, Philippines
John Martheus G. Duhaylungsod
College of International Tourism and Hospitality Management, Lyceum of the Philippines University, Muralla St, Intramuros, Manila, Philippines
Anna Patricia B. Nadera
College of International Tourism and Hospitality Management, Lyceum of the Philippines University, Muralla St, Intramuros, Manila, Philippines
Rovena I. Dellova
College of International Tourism and Hospitality Management, Lyceum of the Philippines University, Muralla St, Intramuros, Manila, Philippines

Abstract


Evolving in this new normal, the internet and smart phones became the household necessity that has a great impact to one’s everyday routine. Since Tourism is a discipline where media plays an essential role, most people are fascinated to visit a destination of their choice. Mass media became the primary source of information as it can reach a wide variety of audiences through the internet, radio, television, and social media platforms. It encourages tourism in various ways in attracting tourist, inform and persuade them to patronize and support all activities related to it. Tourists decide which airlines to fly, what hotel to book, visit the nearby attractions and shopping centers. By utilizing mass media as a form of promotion and advertisement of a specific destination, it could lead to the recovery of the tourism sector. The study utilized a quantitative research method and a descriptive design in order to collect quantifiable information from a sample of 120 respondents. According to the findings, the majority of the third year International Tourism & Hospitality Management students of Lyceum of the Philippines University Manila perceived that mass media plays a vital role in promoting Philippine Tourism. Media, as an effective medium for promoting health protocols, are essential tools to rebuild the future of Philippine tourism. This study has discussed in detail the use of mass media and its effect on companies on tourism industry. The most common use of mass media by travel companies is to establish contact with clients all around the globe in order to build and search for recovery plans once traveling is possible. Social media is an excellent medium for persuading the public to use preventive necessities. Awareness of tourism companies’ safety and health practices via social media during the COVID-19 will also ensure clients’ health and safety. To conclude, mass media has been effective in influencing visitor decision-making and might be an instrument to aid in the recovery of Philippine tourism. The use of internet during the pandemic is essential and can play an important role in attaining the industry’s goals.

Keywords


Pandemic, Tourism, Broadcast Media, Travel Information, Health Protocols.

References