THE EFFECTIVENESS OF USING FACEBOOK FANPAGE TO

THE NETIZEN FOR PROMOTING ECOTOURISM

DESTINATIONS IN ATIMONAN, QUEZON
SCHOOL YEAR 2017-2018

A Research Proposal
Presented to
THE FACULTY
of STI Academic Lucena
SENIOR HIGH SCHOOL PROGRAM
Lucena City, Quezon

In Partial Fulfillment
of the Requirements for
PRACTICAL RESEARCH II

By:

Jesci Gale A. Joco

Kim Rose Acala
Arabella L. Alpay
Catherine Atajar
Kristel Roy T. Dela cruz
Perry Shane C. Domanhog
Patricia Joyce A. Villareal
Xylla Mae P. Rama

October 2017
 ACKNOWLEDGEMENT

The researchers would like to start by thanking God for his help during this work as part

of his generous help throughout the study. The researchers were deeply indebted to Professor

Louelle L. Gonzales (Professor of Practical Research on still College Lucena) for suggesting,

planning, and supervising this study and for the continuous guidance and encouragement. Also,

the Tourism Administration and Trekker’s Guide in Atimonan, Quezon for giving a lot of support

in this study.

Last but not the least, to all netizens who gave their efforts in answering the

questionnaires and for those who continuous giving support for the researcher’s Facebook

fanpage of Atimonan Ecotourism Destinations named Atimonan EcoTour-Nation

 DEDICATION

The researchers dedicated this study to their families, friends, fellow students and

teachers especially to the researcher’s professor in Practical Research 2 Mr. Louelle L.

Gonzales. Also, the trekker’s guide and Tourism Administration in Atimonan, Quezon for

supporting the researcher’s research or study.

 ABSTRACT

As tourism is one of the major and fastest growing industry here in the Philippines,

each tourist place or destination must be promoted effectively, however, some people are

still looking for a modern way of promotion that will surely promote their products

effectively. Thus, the main objective of this study is to determine the effectiveness of

Facebook fan page in terms of promoting the Ecotourism destinations in Atimonan,

Quezon aiming to boost the numbers of tourist in the said place. The researchers use a

survey that will be answered by the fifty respondents consisting of 25 males and 25 females,

Filipino Citizens and ages from 14 to 65 years old. As the results from the survey are done,

the researchers tallied the weighted mean of each statement of the table, rank the weighted

mean from highest to lowest and interpret each table.

As the results are gathered, the researchers come up with the main findings of this

study and proved that Facebook fanpage is effective for promoting the ecotourism

destinations in Atimonan, Quezon. The researchers also made to boost the number of

tourist in every ecotourism destination in Atimonan, Quezon.

By the end of this study, the promotional tool which is Facebook fanpage would be

effective to promote ecotourism destinations in Atimonan, Quezon. And in relation to

promotional tool, the researchers suggest to wisely use Facebook fanpage as a promotional

tool for eco-tourism destinations in Atimonan, Quezon to boost its number of tourist. The

future researcher/s are encouraged to conduct the similar studies which focuses in

promoting ecotourism destination in every place and/or comparison of promoting eco-

KEYWORDS: Fan page, Facebook, Netizens, Ecotourism, Atimonan

tourism destination in other forms of advertising like in television, newspaper, radio,

magazine and etc.

TABLE OF CONTENTS

Introduction ……………………………………………………………………….………………6
Background of the Study …………………………………………………………………………8
Statement of the Problem …………………………………………………………………………9
Significance of the Study ……………………………………………………..……………… 10
Hypothesis ……………………………………………………………………………………….10
Scope and Limitations ………………………………………………………………………. 11
Definition of Terms ………………………………………………………………………….. 11
Review of Related Literature ……………………………………………………………......…12
Methodology …………………………………………………………………………………….17
Research Design
Research Sample or Sampling
Research Locale
Statistical Treatment
Data Gathering Procedures
Results and Discussion ………………………………………………………………………….21
Demographic Profile of the Respondents
Advantages using Facebook fan page for promoting Eco-tourism
Destination in Atimonan, Quezon
Effectivity of the Facebook Fanpage
The Contents of the Fan Page According to the Destinations
Satisfactions
Summary of Findings ……………………………………………………………………………30
Conclusion ………………………………………………………………………………………31
Recommendations …………………………………………………………………………… 32
Bibliographies ……………………………………………………………………………….. 34
Appendices
Curriculum Vitae
 INTRODUCTION

The effectiveness of utilizing Facebook fanpage to the Netizens for promoting the

beautiful Ecotourism Destinations in Atimonan, Quezon which every destination will increase its

visitors or tourists. With this, there’s a possibility that the rates of those destination in Atimonan,

Quezon will also increase. The place will be identified by a lot of people, not just by here in

Quezon but also in other regions. It can also be identify in other country if people will keep

liking and sharing the fanpage.

Facebook fanpage is one of the promotional tool for promoting a product or place.

It is one of the amazing way of business persons for promoting or advertising their business or

product because it is inexpensive promotional tool. Using Facebook fanpage as a promotional

tool for promoting the Ecotourism tourism destinations in Atimonan, Quezon to the netizens has

a big possibility that will work as an effective promotional tool because promoting destinations,

foods, services and other purposes is widely effective and appreciated by many. Facebook is the

World's Largest Social Network with over 1.4 billion members and annual revenues exceeding to

$12 billion.. Facebook is available worldwide. (www.practicalcommerce) One of the facebook's

purpose is to connect with other people, sharing their good thoughts or good post to their

facebook friends and to communicate. Atimonan is a showcase of nature's unexplored beauty.

With its mountains that is covered by lush forests are ideal for hiking, trekking and camping. The

visitors will surely enjoy the adventure trips to hidden waterfalls and caves and will have an

exciting test of their strength and agility climbing to the natural rock wall formations.

In our today's generation, people were really fond of using Facebook and other

6
social media like Twitter, Instagram, Tumblr and many more. As many people used Facebook,

there's a possibility that netizens will easily see or visit what the researcher's Facebook fanpage

for promoting Ecotourism destinations in Atimonan, Quezon named “Atimonan EcoTour-

Nation”. Through Facebook fanpage, it would be easy to promote the destinations because of its

unstoppable sharing and liking by the netizens. By posting the photos and videos of Ecotourism

destinations in Atimonan, Quezon that may be viral. That sharing and liking of that Facebook

fanpage will be helpful to that destinations to be well-recognize to other people or to the netizens

and for the better result, it will surely boost its products, services, and boost the tourist to go or

visit the Ecotourism destinations in Atimonan, Quezon.

By the reasons above, promoting the Ecotourism destinations will be beneficial to

the province specifically in Atimonan, Quezon. The researchers used Facebook fanpage as a

promotional tool because it would be effective to people since anyone has an access to many

social media forms like Instagram, Twitter and many more but especially in Facebook. So, by

promoting Ecotourism destinations using fanpage, there will be a big chance that many people

can see the Atimonan's beauty since Atimonan's Ecotourism destinations is not as popular as

other Ecotourism destination. This research will be helpful to the Tourism Administration of

Atimonan to boost their Ecotourism and makes the Atimonan's destinations to recognize to

neighbor provinces in Quezon and to other regions here in the Philippines. This will be also

helpful for the Atimonians by showing the beautiful natural resources of Atimonan, Quezon such

as caves, falls and summits. It will also be helpful for the Atimonians by introducing the

Atimonian's diverse herbal medicines in public as one of their products. Also, by encouraging the

netizens or other people to experience Atimonan's adventurous recreational activities such as

hiking, trekking and mountain climbing. It can also be known as one of the beautiful Tourist
attraction in Quezon Province.

Using Facebook fanpage will help the Tourism Administration in Atimonan,

Quezon for boosting their visitors and with this research, it helps the Ecotourism destinations in

the said place to be recognize by the neighbor provinces in Quezon and also in other regions in

the Philippines. The researchers want to show the Ecotourism destinations of Atimonan Quezon

such as caves, falls, summits, by utilizing Facebook fanpage.

The researchers made this study to test if Facebook fanpage is really an effective

promotional tool for promoting the Ecotourism Destinations in Atimonan, Quezon. The

researchers believed that once this study is done, this will be so beneficial to the Tourism

Administration to boost the number of the tourist in the said place. This study is important to the

researchers for completing the requirements of their Practical Research 2 subject.

Background of the Study

Nowadays, many people were using social media like Instagram, pinterest,

twitter, Facebook and many more to promote their businesses, products, services, tourist spots or

tourist destinations and more. It’s also very convenient in terms of promoting because promoting

using social media accounts specifically Facebook fanpage is inexpensive and anyone can see it

or visit it by just clicking on the internet. It’s also an effective medium of promotion since it’s

very accessible and affordable. And it is also the most popular social media accounts in today’s

generation and it will be a great advantage to promote Atimonan, Quezon by utilizing Facebook

fanpage
 Those reasons make the researchers to conduct the study about the effectiveness

of Facebook fanpage in terms of promoting the said place and to make sure if it’s really effective

medium in promoting Atimonan, Quezon. The application of fanpage will help the researchers to

easily promote the Ecotourism of the said place. The researcher’s purpose in conducting this

study is to help the Tourism Administration of Atimonan, Quezon to boost its Ecotourism

destinations such as falls, caves and summits. The researchers also aims to increase the tourist

visitors in the said place using the Facebook fanpage which hopes to beneficial to the residents of

Atimonan, Quezon.

The researchers want to showcase the beauty of Atimonan, Quezon in terms of

Ecotourism destinations.

Statement of the problem

The main objective of this study is to determine the effectiveness of Facebook fan

page in terms of promoting the Eco-Tourism destinations in Atimonan, Quezon aiming to

boost the numbers of tourist in the said place specifically, this proposal aims to answer the

following question:

1. What are the demographic profile of the respondents in terms of:

1.1 Gender

1.2 Age

1.3 Citizenship

1.4 How do you often visit this type of social network site?
 2. What are the advantages of using Facebook fan page for promoting Ecotourism

destinations in Atimonan, Quezon?

3. What makes the Facebook fan page for Atimonan, Quezon effective?

4. What are the contents of the fan page according to the destinations?

5. What makes the tourist or netizens satisfied for using the fan page?

Significance of the Study

The generalization of this study present study would be a great contribution to the

vast knowledge in relation to researcher achievement. Vital results of this investigations could be

highly significant and beneficially to the following:

Netizens will benefit in this study through acquiring knowledge and information in what

destinations in Atimonan,Quezon that will fits their wants and needs in terms of choosing

destinations.

Tourism Administration will benefit in this study through getting more tourist that will visits

and patronage their local destinations.

Future Researchers will benefit in this study by becoming a source of information about

Ecotourism destinations in Atimonan, Quezon.

Hypothesis

When the researchers get the result from the survey, the researchers assumed that

promoting Ecotourism destinations to the netizen using Facebook fanpage is an effective

promotional tool. Also, the researchers assumed to boost its number of tourist in every

destination in Atimonan, Quezon by utilizing Facebook fanpage.

Scope and Limitations

In this study, the researchers gathered some statistics about the 50 respondents ages 14-65

10

who are consists of 25 males and 25 females and are Filipino citizens. This study also focuses on

the promotion of eco-tourism destinations in Atimonan, Quezon. The researchers, however, do

not focus about the man-made attractions or purpose-built attractions in Atimonan, Quezon.

Definition of Terms

Destination is a place to which a person is going.

Ecotourism is responsible travel to natural areas conserving the environment and improving

the well-being of the local people. It deals with interaction with biotic components of the natural

environments.

Effectiveness is the degree to which objectives are achieved and the extent to which targeted
 problems are solved

Facebook fanpage is one of the part of Facebook function that shows information about the

particular topics

Netizens is a person who actively uses the Internet especially in a proper and responsible

way.

Promotion is the act of furthering the growth or development of something especially the

furtherance of the acceptance and sale of merchandise through advertising,

publicity or discounting.

Promotional tool are tactics or activities you plan and execute to persuade consumers to buy

your products or services

Tourist is a person who travels to a place for pleasure.

Review of Related Literature and Studies

11

This chapter is consists of related literature that somehow has connection of our study.

Also with the related study where the researchers can get the determine the different aspects in

terms of the effectiveness of using Facebook fanpage in promoting Ecotourism destination in

Atimonan, Quezon.

Facebook is a social network for connecting people with those around them – friends,

family, coworkers, or simply others with similar interests. Facebook started in 2004 as a closed

community for college students (requiring users to sign up with a valid university email address)

but has since expanded beyond that to schools, corporations, and any user across the world.
Facebook allows users to connect and share information in a variety of ways. Facebook,

launched on 4 February 2004, has over 750 million active users, 50% of whom log on to the

website daily (Facebook, 2011.) Businesses and organizations create and maintain an official

presence on Facebook to engage with consumers. More and more people have been gradually

changing the way they plan their holidays. Going to a travel agency's office is a thing of the past

now. Vacations are planned right from their homes or offices, via the internet. They get to plan

everything by themselves, seeing their convenience and preferences. People usually choose a

destination on the basis of word of mouth or reviews of vacation experiences. This is backed by

pricing of the entire trip. Online is the place to market a tourism business and for cashing in on

the word of mouth, one needs to be on a social network like Facebook.

The creation and accessibility of the Internet have fundamentally changed how travelers

access information, the way they plan for and book trips, and the way they share their travel

experiences (Buhalis & Law, 2008; Senecal & Nantel, 2004; Xiang & Gretzel, 2010). One

significant development in the evolution of the Internet is the increasing prevalence of social

media platforms that enable Internet users to12collaborate, communicate and publish original

content such as blogs, videos, wikis, reviews, or photos (Boyd and Ellison, 2008).Social media

websites, facilitate consumer-generated content (CGC), and are widely used by online travellers’

(Gretzel, 2006; White & White, 2007). CGC and reviews sites such as Tripadvisor.com, are

widespread and may even undermine the authority of traditional destination marketing

organizations (DMOs) or conventional advertisements (Gretzel, 2006; Gretzel, Yuan, &

Fesenmaier, 2000; Rand, 2006). Among the varied social media platforms, Facebook deserves a

special mention with regard to promotion of a tourism destination.

How Facebook is used for promoting a tourism destination

Facebook offers travel brands the ability to identify prospective travelers, communicate

directly with users, engage with advocates and create branded experiences through

advertisements and custom-developed Facebook applications. Facebook is the most powerful

social media channel for tourism marketers because of the platform’s purchasing process. The

process of promoting a tourism destination on Facebook with the purpose of attracting more and

more tourists to visit the destination is quite similar to the promotion of other businesses on the

Facebook platform. The use of Facebook to promote a tourism destination on its platform

requires the completion of several steps. The heart of the Facebook marketing platform is

Facebook Pages. A Facebook Page is a brand’s storefront and where a DMO (Destination

Marketing Organisation) will be able to showcase its destination’s most important images, select

a vanity URL, list its business details and link to its website. Facebook Pages also allow a DMO

or a tourism marketer to list upcoming events, map its location and feature photo and video

galleries. The Facebook Page is where a DMO or the tourism marketer will generate connections

13

and long-term relationships with its brand advocates (residents and past visitors) and attract

potential visitors. Building a Facebook Page is simple, quick and free. To develop more engaging

brand experiences, tourism marketers can develop or install Facebook Page Apps that will be

located on a Facebook Page. Facebook Page Apps are available from third party application

developers or can be custom developed to deliver highly engaging interactions. Popular

Facebook Page Apps for destination pages include sign up forms for newsletters and vacation

guides, contests and sweepstakes, co-op programs and integration with other social media
channels. While some third party applications are available for free, customized Page apps

require a web development investment.

Marketing strategy

In order to properly market a destination on Facebook, a tourism marketer will need to

have a sound understanding of who its core audience is by gender, age, geo location and

interests. Whether it has in-depth visitor studies readily available or simply has website analytics

to work with, and be sure to utilize the data it has available to clearly identify its audiences.

Facebook will also serve as a consumer market research tool for destinations to gather user

insights, measure content engagement and crowd source ideas before bringing them to market.

The first task in developing a Facebook Marketing strategy is to clearly define the goals or

objectives. As a DMO or tourism marketer, its goal is to drive visitation. However, consumers

are look up to the organization to help them decide where they should go and what they should

do. The marketer will need to balance the goals of both its organization and its prospective

travelers to be effective on Facebook. The importance of making the content engaging cannot be

over overemphasized. 40% of Facebook users’ time is spent in the News Feed and the more

engaging the content is the more users a tourism marketer will reach. Impressions will generate

14

and the longer the post will be featured in the News Feed. To achieve goals and provide value to

the Facebook audience, the marketer will need to next develop a communication strategy to

define its brand’s voice, determine its message content and frequency of messaging. It must be

kept in mind that status updates between 100 and 250 characters generate 60% more likes than

longer posts. To steer the content strategy, web analytics need to be review to understand what
content consumers are searching for and consuming. However, the content must not be limited to

what is available on the tourism marketer’s web site. It must determine the stories it wants to tell

through status updates, photos or videos. Photo albums, pictures and videos generate 180%,

120% and 100% more engagement respectively. Once the DMO or tourism marketer has begun

deploying its destination’s Facebook communication strategy, it must begin promoting its

Facebook Page through other marketing channels and launch Facebook Ads. Mobile marketing is

the fastest growing marketing trend and Facebook Marketers need to understand the importance

of mobile marketing when developing a Facebook strategy. 68% of monthly active users access

the platform through Facebook mobile products. When executing Facebook Ads or a promotion

on Facebook, it must be ensured that the marketer is targeting mobile users and offering a mobile

friendly experience. Social media never sleeps and neither should the Facebook strategy. Similar

to successful search marketing campaigns, to run a successful Facebook platform the tourism

marketer need to constantly optimize, develop content and run targeted advertising. By

optimizing the content strategy to ensure that fresh, relevant and interesting content is being

delivered into Facebook’s News Feed the marketer must provide value to its fans. To reach target

audiences it needs to amplify its posts and promote the brand using Facebook Ads and Sponsored

Stories. Using Facebook’s impressive level of ad targeting, destinations are able to hyper target

users by location, age, gender, interests and Facebook connections. When properly administered,

an always-on strategy increases the marketer’s reach, generates brand impressions, creates word

of mouth recommendations from family and friends and ultimately drives qualified audience to

the site. Seasonal Facebook campaigns are an excellent way to drive awareness, engagement and

visitation inspiration during pre-peak or need periods. By increasing the Facebook Ads budget

and timing it with unique and innovative campaigns a tourism marketer or DMO can make sure

15
to differentiate itself and gain the attention of travelers planning their next trip or vacation. To

further incentivize its audience and build its following, it must think about layering in a contest,

giveaway or sweepstakes.

One of the most popular activities on Facebook is sharing travel experiences. By sharing

travel experiences on Facebook consumers are inspiring visitation through textual, photographic

and video word-of-mouth recommendations. Destination marketers have an opportunity to

position themselves as a travel resource for consumers looking for travel ideas and inspiration on

Facebook. Generating awareness, engagement and driving potential visitors further in the travel

planning process are all benefits of maintaining an active Facebook Page. To amplify a Facebook

Page’s reach and impressions, destinations should utilize the Facebook Ads platform. Contests,

sweepstakes and giveaways held on Facebook attract consumers and incentivize existing fans. In

order to track the success of Facebook marketing, marketers need to measure multiple levels of

metrics including Facebook Page Insights, Facebook Ads, and the impact Facebook referrals

have on a destination’s website.

METHODOLOGY
16

The research procedure and methodology is the part where the researchers will explain

how they will gather the data they need and how they will conduct the survey.
Research Design

The study used the quantitative approach of research employing the descriptive method of

research. This study will include the use of survey focusing on the effectiveness of using

Facebook fan page to the netizen for promoting eco-tourism destination in Atimonan,Quezon.

Basically, the study used descriptive method as the study aims to gather relevant

information about the present existing condition of the study. It will include the process of

identifying the effectiveness of using fanpage to the netizen as promotional tool.

Data are gathered using the validated researcher-made questionnaire. The questionnaire

will be divided into four parts to be used in the identification of the effectiveness of using

Facebook fan page to the netizen for promoting ecotourism destination in Atimonan, Quezon.

Research sample or sampling

The study utilized purposive sampling technique employing 50 netizen-respondents who

provide the needed information/data on the effectiveness of promoting destinations. The

respondents who took part in the study should be or had experiences in Facebook fan page

application. They should be the one who can compare the promotional fan page of the researcher

to other promotional fan page on Facebook.

Research Locale

17
 The study conducted in Atimonan, fourth (4 th) District of Quezon Province. Atimonan,

Quezon is a second class municipality in the province of Quezon, Philippines. It lies on the

western shore of the province, 173 kilometers southeast of Manila. Atimonan is bounded by the

municipalities of Gumaca, Plaridel, Pagbilao and Padre Burgos. According to the 2007 census, it

has a population of 59,157.Atimonan is one of the Quezon’s best because of its natural

destinations and man-made.

Research Instrument

The researchers used self-devised survey instrument for an in-depth survey. This

instrument used in an in-depth survey with the Facebook netizen who expressed their willingness

to share their knowledge and life experiences relevant to the study to be conducted. The survey

utilized to determine the effectiveness of using Facebook fan page to the netizen for promoting

ecotourism destination in Atimonan,Quezon.

Basically, the survey that is composed of fourty (40) questions written in English to be

better understood by the respondents. Typically, the researchers spent 5-10 minutes of survey to

each respondent depending on their answers regarding the questions asked in the study.

The survey instrument constructed by the researchers was submitted to their adviser for

comments and suggestions on the layout and statement structures. Then, the researcher seek the

help of experts for proper guidance, suggestions and proper constructions. The initial draft of the

research instrument tried out among the 50 netizens. The favorable findings would likely to show

confirmation that the research instrument developed by the researchers is valid.

Statistical Treatment
18
 After collecting the data needed, the researchers tabulated and analyzed the gathered data

with the help of statistical tools. The following are the statistical tool used in this study together

with their corresponding formulas.

1. The profile of the respondents was determined by using and percentage, ranking and

weighted mean.

Percentage

(F) =F/N x 100

Where: F = Frequency

N = total number of the respondents

P = Percentage

Weighted mean is used in part 2, 3, 4 and 5 which are the tables, the formula used is:

F/N =WM

Where: F = Frequency

N = total number of responses

WM = Weighted Mean

Data Gathering Procedures

19
 In accomplishing this study, the following procedures or steps will be considered and

followed:

The first step will focus on the identification of different promotional tools that can be

used to promote the ecottourism destination in Atimonan, Quezon.

This was followed by gathering important information about the destination to create a

face book fan page as a promotional tool to boost the demand of tourist in the said place.

The last part of this study focused on the effectiveness of using fan page with the use of

survey to validate if the study can be useful as a promotional tool.

RESULTS AND DISCUSSION

20
 This chapter presents the gathered data using the statistical tools. This is divided into 5

parts based on the questionnaires. The first part which is the demographic profile of the

respondents that deals with their gender, age, citizenship and how often do they visit this type of

social network site which is the Facebook fanpage. And last part, that deals with the satisfaction

of the effectiveness of using Facebook fanpage for promoting Ecotourism destination in

Atimonan, Quezon.

I. Demographic Profile of the Respondents:

Graph 1. Age of the Respondents

As you can see on the graph above, mostly of the respondents came from ages of

22-31 years old which has the number of 27 respondents and/or percentage of 54 and is

represented by the red color on the graph. While next from the red colour is the blue color which

has the number of 10 respondents and/or percentage of 20 and came from the respondents ages

of 14-21 years old. The green color has the number of 8 respondents and percentage of 16 and

came from the respondents ages 32-45 years old. And the least number of the respondents came

from the ages of 46-65 years old with the representation of color violet which has the number of

5 respondents and percentage of 10.

21
 Graph 2. Gender

The graphical presentation above shows the number and percentage of the gender of the

respondents. The blue color represents the male respondents with the number of 25 respondents

and percentage of 50. The pink colour represents the female respondents with the number of 25

respondents and percentage of 50. The total number of female and male respondents is 50 and/or

percentage of 100.

Graph 3. Citizenship

The graphical presentation above represents the citizenship of the respondents. It

shows that the whole 50 or 100% respondents were Filipino.

22
 Graph 4. How do you often visit this type of social network sites?

The graphical presentation above shows the answers of the respondents of the question,

“How do you often visit this type of social network sites?”. The highest number or percentage of

answers from the respondents is ‘often’ which represented by yellow color and came from the

number of 24 respondents and/or percentage of 48. The colour red represents the ‘very often’

answer of the respondents which came from the number of 19 respondents and/or percentage of

38. And the least number of respondents’ answer is represented by black color which is

‘sometimes’ with a number of 7 respondents and/or percentage of 14.

 II. Advantages of using Facebook fan page for promoting Eco-tourism Destination

23

in Atimonan, Quezon
Statement Strongly Agree Disagree Strongly Weighted Rank
Agree Disagree Mean
(4) (3) (2) (1)
It can easily visualize the photos and 35 15 0 0 3.7 1
videos with the use of fan page
It can easily get the location of the place by 12 20 15 3 2.82 7
searching the fan page.
It can easily know the prices cost of 2 23 23 2 2.5 9
destinations in Atimonan, Quezon.
It can easily communicate to the tourist 32 17 1 0 3.62 2
through comments and private messages
With the use of fan page, people can easily 14 31 3 2 3.14 5.5
recognize the place.
Through the fan page, it can lower the 13 33 4 0 3.18 4
tourist expenses
It can build brand loyalty 26 9 11 4 3.14 5.5
It can easily promote the place 38 6 1 5 3.54 3
It can interact the customers directly 5 28 17 0 2.76 8
It can put photos, videos, articles, links, 0 11 15 24 1.74 10
discussion, events, news offers, etc.
Table 1. Advantages of using Facebook fan page for promoting Ecotourism destination in
Atimonan, Quezon

This table shows the results of the weighted mean of each statement and its rank. It

24
shows that the highest rank in this table is in the first statement which has the weighted mean of

3.7 from fifty respondents because of the number of respondents who strongly agreed that

Facebook can easily visualize the photos and video. To maintain its high rank, the admin must

maintain the high performance and accountability of their work in their Facebook fanpage and

keep posting photos and videos in Atimonan, Quezon. The lowest rank in this table is in the tenth

statement which has the weighted mean of 1.74 from fifty respondents because the admin did not

post any links, articles, events, news offers etc. However, the admin still need to post the links,

articles, events, news offers etc. that are related in Atimonan Quezon to increase the Facebook

fanpage’s reviews, likes and shares.

 Statement Strongly Agree Disagree Strongly Weighted Rank
25
Agree Disagree Mean
(4) (3) (2) (1)
The fan page has a wall post that allows 5 22 7 6 2.12 8
customers to express themselves and tell
exactly how they feel about the destination.
The fan page has upload photos to put up 13 27 5 5 2.96 4
pictures of its destination and tourist who
travels.
The fan page has events that encourage the 3 11 16 20 1.94 9
tourist to go in a certain activity in
Atimonan, Quezon.
The fan page is always updated in terms of 4 26 14 6 2.56 7
announcing a new service or deals.
The fan page ha a direct purchase to be a 17 21 2 10 2.9 5
one stop shop for customers to interact,
engaged and buy or reserve a destination
product.
The fan page has a design strategy that 12 27 11 0 3.02 3.5
reflects the effectiveness of promoting
Eco-tourism in Atimonan, Quezon
The fan page has a promotion strategy that 15 25 6 4 3.02 3.5
encourage customers to ‘like’ the page on
Facebook.
The Facebook Fan page has a content 18 29 3 0 3.3 2
strategy that posting regular interesting
updates, being active and updating tourist
quickly with the latest information.
The fan page has a custom page apps that 8 20 17 5 2.62 6
 sets the page apart those competitors and
attracts more customer engagement.
The fan page has reliable sources of 39 8 3 0 3.72 1
information that can be seen on the
wholeness.
III. The Effectivity of Facebook Fanpage

Table 2. Effectivity of the Fan page

This table shows the results of the weighted mean of each statement and its rank. The

highest rank in the table has the weighted mean of 3.72 which states that the fan page has reliable

26

sources of information that can be seen on the wholeness. To maintain its weighted mean, the

admin needs to make sure every information that posted in the facebook fanpage are reliable and

trusted as consistency of the work. While the lowest rank in the table has the weighted mean of

1.94 which states that the fan page has events that encourage the tourist to go in a certain activity

in Atimonan, Quezon. The admin needs to input the certain activity in Atimonan to the fan page

to improve the effectiveness of it.

IV. The Contents of the Fan Page According to the Destinations

Statement Strongly Agree Disagree Strongly Weighted Rank
Agree
Disagree Mean
(4)
(3) (2) (1)
The Facebook fan page encourage the 48 2 0 0 3.96 1
tourist to visit the Pinagbanderahan Summit
The Facebook fan page encourage the 43 7 0 0 3.86 5
tourist to visit the Malusak Falls
The Facebook fan page encourage the 39 11 0 0 3.78 8
tourist to visit the Malabayabas Forest
The Facebook fan page encourage the 44 6 0 0 3.88 4
tourist to visit the Quezon Protected
Landscape
The Facebook fan page encourage the 42 8 0 0 3.84 6
tourist to visit the Quezon Herbal Pavillion
(Rest House)
The Facebook fan page encourage the 35 15 0 0 3.7 9
tourist to visit the Statue of Mermaid
The Facebook fan page encourage the 47 3 0 0 3.94 2
tourist to visit the Bantakay Cave
The Facebook fan page encourage the 40 10 0 0 3.8 7
tourist to visit the Atimonan Zig Zag Park
The Facebook fan page encourage the 48 2 0 0 3.96 1
tourist to visit the Bantakay Falls
The Facebook fan page encourage the 46 4 0 0 3.92 3
tourist to visit Tinandog Heights

Table 3. The Contents of the Fan Page According to the

Destinations
This table shows the results of the weighted mean of each statement and its rank. The

27

highest results for the statement about the Facebook fan page encourage the tourist to visit the

Pinagbanderahan Summit and also the Facebook fan page encourage the tourist to visit the

Bantakay Falls with the weighted mean of 3.96. To maintain its weighted mean the admin needs

to encourage tourist by posting in the page consistently. Otherwise, the lowest result of the

statement with the weighted mean of 3.7 is about the Facebook fan page encourage the tourist to

visit the Statue of Mermaid. To increase its weighted mean the admin needs to gather more

historical information about the mermaid to catch the attention of many tourists.
 28

V. Satisfaction

Statement Strongly Agree Disagree Strongly Weighted Rank

Agree Disagree Mean
(4) (3) (2) (1)
The fan page has a complete information. 7 20 19 4 2.6 6
The fan page has a good quality in terms of 9 17 16 8 2.54 8
photos.
The fan page has a good quality in terms of 0 0 3 47 1.06 10
videos.
The fan page is helpful when it comes to 35 9 4 2 3.54 2
giving information about the every
destinations in Atimonan, Quezon.
The fan page input correct punctuation 13 27 7 3 3 4
marks.
The information seeing on the fan page are 15 20 13 2 2.96 5
grammatically correct.
The fan page satisfied the netizen in terms 34 14 2 0 3.64 1
of offering good destinations for
relaxations.
The fan page satisfied the netizen in terms 7 21 16 6 2.58 7
of offering a fun recreational activities in
every destinations.
The fan page is a good tool to get the 17 20 10 3 3.02 3
netizen’s feedbacks for improvement of the
said place.
The fan page catched the attention and 3 20 20 7 2.38 9
encourage the netizen to visit Antimonan,
Quezon.
Table 4. Satisfactions
In this table 4, it shows the results of each statement, its weighted mean and its rank. It

also shows the highest rank which is in the seventh (7 th) statement with the weighted mean of

3.64, it came from fifty respondents who strongly agreed that the facebook fanpage satisfied the

netizen in terms of offering good destinations for relaxations. The third (3 rd) statement got the

lowest rank with the weighted mean of 1.06 from fifty respondents. The researchers didn’t post

any video in the fanpage of the destinations in Atimonan, Quezon because of the technical

error. .SUMMARY OF FINDINGS

29

The researcher’s general objective to this study is to determine the effectiveness of

Facebook fan page in terms of promoting the Eco-Tourism destinations in Atimonan, Quezon

and aiming to boost the numbers of tourist in the said place.

The profile of the respondents were derived from 14-65 years old which has the

largest group of respondents from ages 22-31 with the number of 27 respondents and/or

percentage of 54. It was also derived from the female and male respondents with the total
number of 50 or 100 percent and also derived from the 50 filipino citizens. The respondents who

‘often’ visit social networking sites were derived from 50 respondents which has the largest

number of 24 and/or percentage of 48.

The most advantage of using facebook fan page for promoting Ecotourism destination

in Atimonan, Quezon were it can easily visualize the photos and videos with the use of Facebook

fanpage. which has the highest rank and weighted mean of 3.7. While the lowest rank but not the

least advantage were it can put photos, videos, articles, links, discussions, events, news offers,

etc., which has the weighted mean of 1.74. The reason why it’s the least because the admin did

not put any links, articles, events, news offers etc. The most effective use of facebook fanpage to

Atimonan, Quezon were the fan page has reliable sources of information that can be seen on the

wholeness which has the weighted mean of 3.72 while the least effective use of facebook

fanpage were it has events that encourage the tourist to go in a certain activity in Atimonan,

Quezon with weighted mean of 1.94. The highest rank according to the contents of Facebook

fanpage according to Atimonan, Quezon’s tourist destination which has the weighted mean of

3.96 were the facebook fan page encourage the tourist to visit the Pinagbanderahan Summit and

also encourage the tourist to visit the Bantakay Falls. These two destinations are Atimonan’s best

of destination according to the Tourism officer in the said place. While the least rank with a

6
30

weighted mean of 3.7 were the Facebook fan page encourage the tourist to visit the Statue of

Mermaid. The highest rank in satisfaction of the respondents for using Facebook fanpage with

the weighted mean of 3.64 were the fan page satisfied the netizen in terms of offering good

destinations for relaxations which is a good thing for the travelers. Offering a good destination to
the travelers will make them relax, comfortable and convenient. The least rank in satisfaction of

the respondents for using Facebook fanpage with the weighted mean of 1.06 were the fan page

has a good quality in terms of videos.

CONCLUSION

Based on the results that are gathered through survey, the researchers therefore

conclude that promoting Ecotourism destinations to the netizen using Facebook fanpage is an

effective promotional tool. And it can boost its number of tourist in every destination in

Atimonan, Quezon by utilizing Facebook fanpage.

The researchers also conclude that from the demographic profile of the respondents

which ages to 14-65 years old, composed of 25 males and 25 females, all Filipino citizens and

with the largest number of 24 and/or 48 percent of the respondents who 'often' visit this social

networking sites. The advantages of Facebook fanpage are it can easily communicate to the

tourist through comments and private messages, it can easily promote the place, it can put

photos, videos, articles, links, discussion, events, news offers, etc., it can lower the tourist

expenses, people can easily recognize the place, it can build brand loyalty, it can easily visualize

the photos and videos with the use of fan page, it can easily get the location of the place by

searching the fan page, it can interact the customers directly and it can easily know the prices

cost of destinations in Atimonan, Quezon. Facebook fan page for Atimonan, Quezon is effective

31

because of the results of this study that the fan page has reliable sources of information that can

be seen on the wholeness. The Facebook fan page’s contents are all about the encouragement to
visit the Ecotourism destinations in Atimonan, Quezon like the Pinagbanderahan Summit,

Bantakay Falls, Tinandog Heights, Malusak Falls, Malabayabas Forest, Quezon Protected

Landscape, Quezon Herbal Pavillion (Rest House), Statue of Mermaid, Bantakay Cave and

Atimonan Zig Zag Park. Based on the results of this study, the reason that makes tourist or

netizen satisfied for using the fanpage is that the fan page is offering good destinations for

relaxations.

RECOMMENDATIONS

Based on the summary of findings and conclusion, the researchers therefore recommend

to wisely use facebook fanpage as a promotional tool for Ecotourism destinations in Atimonan,

Quezon to boost its number of tourist, the facebook fanpage must always updated and has a

reliable sources of information, the facebook fanpage must contain complete information and

fares in every destination in Atimonan, Quezon so the netizens will be encourage to visit the said

place/destination, the facebook fanpage must contain posts that are high quality pictures and

videos to boost the fanpage’s likes, views and shares, the future researcher/s are encouraged to

conduct the similar studies which focuses in promoting Ecotourism destination in every place

and/or comparison of promoting eco-tourism destination in other forms of advertising like in

television, newspaper, radio, magazine and etc., netizens will benefit in this study through

acquiring knowledge and information in what destinations in Atimonan,Quezon that will fits

their wants and needs in terms of choosing destinations, tourism administration will benefit in

this study through getting more tourist that will visits and patronage their local destinations, and

32
for the future researchers will benefit in this study by becoming a source of information about

Ecotourism destinations in Atimonan, Quezon. The researchers also recommend this study to

Tourism Administration in Atimonan, Quezon and future researchers.

Bibliography

33
Boyd, D., & Ellison, N. (2008). Social network sites: Definition, history, and scholarship. Journal

of Computer-Mediated Communication, 210–230.

Forrester, Forrester Research Interactive Marketing Forecast By Industry, 2012 to 2017 (US)

Facebook Stories, 2012, Sharing Life’s Biggest Moments

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20

years on and 10 years after the internet – the state of eTourism research. Tourism Management,

29, 607–623.

Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on

consumers’ online choices. Journal of Retailing, 159–169

JESCI GALE A. JOCO

34
047 La Milagrosa Subd. Brgy 9, San Lorenzo St. Lucena City
Cellphone no. 63909668151

Personal Data

Date of Birth:
Age: 17 years old
Place of Birth:
Father: Michell T. Joco
Occupation: Bussinessman
Mother: Eleonor Andaya
Occupation: none
Religion: Roman Catholic

Educational Profile

Course - Tourism Operation

Secondary - Quezon National High School

STI Academic Center Lucena
Primary - Lucena East VII Elementary School

______________________________________________________________________________
KIM ROSE ACALA
Canada St. Better Living Subd. Brgy. Isabanag, Lucena City
Cellphone no. 639477429572

Personal Data

Date of Birth: September 11, 1999

Age: 17 years old
Place of Birth: Los Banos, Laguna
Father: Abner Acala
Occupation: OFW
Mother: Jennifer Botardo
Occupation: Housewife
Religion: Roman Catholic

Educational Profile

Course - Tourism Operation

Secondary - Quezon National High School

STI Academic Center Lucena

Primary - Lucena West 1 Elementary School

______________________________________________________________________________
ARABELLA L. ALPAY
Blk. 17 Lot.14 Dirham St. Leveriza Heights Subd. Brgy, Isabang
Tayabas City
Cellphone no. 639460034881

Personal Data

Date of Birth:
Age: 17 years old
Place of Birth: Lucena City
Father: Nolasco M. Alpay
Occupation: Government Employee
Mother: Liwayway L. Alpay
Occupation: none
Religion: Roman Catholic

Educational Profile

Course - Tourism Operation

Secondary - Holy Rosary Catholic School

STI Academic Center Lucena

Primary - Holy Rosary Catholic School

CATHERINE M. ATAJAR
Talipan Almotville Subd. Pagbilao Quezon
Cellphpone no. 639502773799

Personal Data

Date of Birth: November 25, 1999

Age: 17 years old
Place of Birth: Pagbilao Quezon
Father: Nelson Atajar
Occupation: Engineer
Mother: Liza Atajar
Occupation: Housewife
Religion: Born Again

Educational Profile

Course - Tourism Operation

Secondary - Lucena City National High School

STIAcademic Center Lucena

Primary - Elvera Razon Aranilla

______________________________________________________________________________

KRISTEL ROY T. DELA CRUZ

Barangay Mayao Kanluran Lucena City
Cellphone no. 639475895584

Personal Data

Date of Birth: January 11, 2000

Age: 17 years old
Place of Birth: Lucena City
Father: Virgilo G. Dela Cruz
Occupation: Bussinessman
Mother: Victoria T. Dela Cruz
Occupation: Bussiness woman
Religion: Roman Catholic

Educational Profile

Course - Tourism Operation

Secondary - Lucena City National High School

STI Academic Center Lucena

Primary - Kanlurang Mayao Elementary School

______________________________________________________________________________
PERRY SHANE DOMANHOG
7300 Purok Bagong Pag-asa Ibabang Dupay Lucena City
Cellphone no. 639279734190

Personal Data

Date of Birth: July 10, 2000

Age: 16 years old
Place of Birth: Manila
Father: Reynaldo Conjusta
Occupation: Ship’s Captain
Mother: Shenille Cabral
Occupation: none
Religion: Roman Catholic

Educational Profile

Course - Tourism Operation

Secondary - Saint Ignatius Parochial School

STI Acadmic Center Lucena

Primary - Saint Ignatius Parochial School

______________________________________________________________________________
PATRICIA JOYCE A. VILLAREAL

PSA Gulang-gulang Lucena City

Cellphone no. 639504076434

Personal Data

Date of Birth:
Age: 17 years old
Place of Birth:
Father: Philip S. Villareal
Occupation: Tricycle Driver
Mother: Judee A. Villareal
Occupation: Bussiness Woman
Religion: Roman Catholic

Educational Profile

Course - Tourism Operation

Secondary - Gulang-gulang Ntaional High School

STI Academic Center Lucena

Primary - Reymar Compound Elementary School

______________________________________________________________________________
XYLLA MAE P. RAMA

Villa Patani Isabang Tayabas City

Cellphone no. 639183810143

PERSONAL DATA

Date of Birth: March 27, 2000

Age: 17 years old
Place of Birth: Lucena City
Father: Roleto R. Rama
Occupation: None
Mother: Marilou B. Pingol
Occupation:
Religion: Roman Catholic

EDUCATIONAL PROFILE

Course - Tourism Operation

Secondary - Quezon National High School

STI Academic Center Lucena

Primary - Isabang Elementary School

______________________________________________________________________________
APPENDICES A

Direction: Please put check to the following information and answer optionally of what is being
ask.

I. Demographic Profile of the Respondents

Name (optional):
Age: 14 – 21 years old 22 – 31 years old 32 – 45 years old 46 – 65 years old
Gender: Male Female
Citizenship: Filipino, If others, please specify:________________
How do you often visit this type of social network sites?
Very often Often Sometimes Never

Direction: The following items describe statements about The Effectiveness of using Facebook
fanpage to the Netizens for Promoting Ecotourism Destinations in Atimonan, Quezon. Indicate
your agreement or disagreement with the following statements by checking your response using
this scale:
4 – Strongly Agree 3 – Agree 2 – Disagree 1 – Strongly Disagree

II. Advantages of using Facebook fan page for promoting Ecotourism Destination in
Atimonan, Quezon

Statement Strongly Agree Disagree Strongly

Agree (3) Disagree
(4) (2) (1)
It can easily visualize the photos and videos with the use of fan
page
It can easily get the location of the place by searching the fan
page.
It can easily know the prices cost of destinations in Atimonan,
Quezon.
It can easily communicate to the tourist through comments and
private messages
With the use of fan page, people can easily recognize the place.
Through the fan page, it can lower the tourist expenses
It can build brand loyalty
It can easily promote the place
It can interact the customers directly
It can put photos, videos, articles, links, discussion, events, news
offers, etc.

III. The Effectivity of Facebook Fanpage

 Statement Strongly Agree Disagree Strongly
Agree Disagre
(4) (3) (2) (1)
The fan page has a wall post that allows customers to express
themselves and tell exactly how they feel about the destination.
The fan page has upload photos to put up pictures of its
destination and tourist who travels.
The fan page has events that encourage the tourist to go in a
certain activity in Atimonan, Quezon.
The fan page is always updated in terms of announcing a new
service or deals.
The fan page ha a direct purchase to be a one stop shop for
customers to interact, engaged and buy or reserve a destination
product.
The fan page has a design strategy that reflects the effectiveness
of promoting Eco-tourism in Atimonan, Quezon
The fan page has a promotion strategy that encourage
customers to ‘like’ the page on Facebook.
The Facebook Fan page has a content strategy that posting
regular interesting updates, being active and updating tourist
quickly with the latest information.
The fan page has a custom page apps that sets the page apart
those competitors and attracts more customer engagement.
The fan page has reliable sources of information that can be
seen on the wholeness.

IV. The Contents of the Fanpage According to the Destinations

 Statement Strongly Agree Disagree Strongly
Agree Disagree
(4) (3) (2) (1)
The Facebook fan page encourage the tourist to visit the
Pinagbanderahan Summit
The Facebook fan page encourage the tourist to visit the Malusak Falls
The Facebook fan page encourage the tourist to visit the Malabayabas
Forest
The Facebook fan page encourage the tourist to visit the Quezon
Protected Landscape
The Facebook fan page encourage the tourist to visit the Quezon
Herbal Pavillion (Rest House)
The Facebook fan page encourage the tourist to visit the Statue of
Mermaid
The Facebook fan page encourage the tourist to visit the Bantakay
Cave
The Facebook fan page encourage the tourist to visit the Atimonan Zig
Zag Park
The Facebook fan page encourage the tourist to visit the Bantakay
Falls
The Facebook fan page encourage the tourist to visit Tinandog Heights

V. Satisfaction
 Statement Strongly Agree Disagree Strongly
Agree Disagree
(4) (3) (2) (1)
The fan page has a complete information.
The fan page has a good quality in terms of photos.
The fan page has a good quality in terms of videos.
The fan page is helpful when it comes to giving
information about the every destinations in Atimonan,
Quezon.
The fan page input correct punctuation marks.
The information seeing on the fan page are
grammatically correct.
The fan page satisfied the netizen in terms of offering
good destinations for relaxations.
The fan page satisfied the netizen in terms of offering a
fun recreational activities in every destinations.
The fan page is a good tool to get the netizen’s
feedbacks for improvement of the said place.
The fan page catched the attention and encourage the
netizen to visit Antimonan, Quezon.
CURRICULUM
VITAE
APPENDICES
APPENDICES B - Facebook Fanpage

Figure 1. Home Page of the Facebook fanpage

In this figure, you will see the Cover photo, Profile photo and the name of the Facebook

fanpage which is the “Atimonan EcoTour-Nation”. You will also see the posts, reviews, video,

photos, etc. in the home page.

Figure 2. Visitor’s Post of the Facebook fanpage

In this figure, you will see the post of the Netizens who shared their experience in

Atimonan, Quezon
Figure 3. Video Post of the Facebook fanpage

In this figure, you will see the video post of the Faeboook fanpage that shows

the Pinagbanderahan Summit and Bantakay Falls which are one of the Ecotourism

destinations in Atimonan, Quezon.

Figure 4. One of the Image Post

In this figure, you will see the image that has the highest number of people who

reached the post.