Abstract

This study, titled "Evaluating the Effectiveness of Social Media Strategies of Queen Bee Pool & Campsite: A Basis for Tourism Promotion," aimed to understand how well the campsite uses its social media platforms and to identify opportunities for growth. Queen Bee Pool & Campsite, a popular leisure destination, relies heavily on social media to attract visitors and build its brand. However, despite its popularity, the resort faces challenges in effectively maximizing its online reach and ensuring a consistent brand message across different platforms. The research was conducted using a quantitative descriptive approach, employing a structured survey to gather data from 100 visitors selected through convenience sampling. The data were analyzed using frequency distribution, weighted mean, and ranking to pinpoint the strengths and weaknesses of the campsite's social media efforts. The key findings reveal that respondents strongly agree that the campsite's social media content is highly engaging, with a weighted mean of 3.47, which effectively influences their travel decisions (3.38). Visitors also highly value the responsive interaction on social media (3.37). However, the study identified a need for continuous innovation to sustain this engagement (3.44). The weakest area was found to be social media promotions, which ranked lowest with a weighted mean of 3.13, suggesting they lack urgency or appeal. In addition to these points, the survey highlighted other significant problems, with the most common being low engagement at 19.79% and inconsistent messaging across platforms at 11.96%. Other challenges include adapting to algorithm changes and dealing with limited reach and market competition. The results of this study provide crucial insights for the management of Queen Bee Pool & Campsite. The findings will be used to propose a detailed tourism promotional plan focused on enhancing social media strategies to improve engagement, attract more visitors, and strengthen the campsite's reputation as a top local destination.