Abstract
Social media has become an essential tool in tourism promotion. Platforms such as Facebook, Instagram, and TikTok influence travelers’ decisions by providing visual content, reviews, and interactive communication. Queen Bee Pool and Campsite utilizes social media to promote its services; however, the effectiveness of these platforms needs to be assessed. This study evaluates the resort’s social media performance in terms of reach, engagement, content quality, credibility, and promotional effectiveness to serve as a basis for improvement. This study used a quantitative descriptive research design. A total of 100 respondents who visited or interacted with the resort’s social media platforms were selected through purposive sampling. Data were collected using a validated survey questionnaire with a four-point Likert scale. Frequency, percentage, and weighted mean were used to analyze the data. Most respondents were young adults aged 18–25 and active social media users. Facebook was identified as the primary promotional platform. All evaluated areas—reach and visibility, engagement and interaction, content quality, credibility and trust, and promotional effectiveness—were rated Effective, indicating that social media successfully promotes the resort. The findings show that social media platforms effectively support the promotion of Queen Bee Pool and Campsite. However, improvements in content creativity, engagement strategies, and posting consistency may further enhance visibility, trust, and visitor attraction.
