Advisers

Rose Y. Brew, PhD

Discipline

Tourism & hospitality

Abstract

Digital technology has reshaped tourism by changing how travelers search for information, plan trips, and share experiences. Social media platforms such as Facebook allow destinations to provide timely information, present attractions through visual content, interact with prospective visitors, and build relationships with audiences. This study examined the relationship between the digital presence of Hinulugang Taktak in Antipolo and tourist engagement. The study used a descriptive research design. It gathered information on respondents’ characteristics, assessments of the destination’s Facebook page in terms of content quality, update frequency, visual presentation, and interaction, and reported cognitive, emotional, and behavioral engagement. The findings suggested that the Facebook page informed tourists, supported cognitive and emotional engagement, and encouraged reported actions such as visiting, revisiting, sharing content, recommending the site, and participating in tourism activities. All indicators received positive ratings, although influence on the initial decision to visit received a comparatively lower assessment. The study suggested that more persuasive and targeted content could strengthen behavioral engagement. The findings indicated that respondents perceived the destination’s Facebook page as contributing to cognitive, emotional, and behavioral engagement. The comparatively lower assessment of its influence on initial visitation suggested a need for more targeted promotional content. The study recommended improving content quality, update frequency, visual presentation, and online interaction to support tourist engagement.

Keywords

visual presentation, update frequency, interaction and engagement