Abstract

This study aimed to examine how social media content influences the travel decisions and satisfaction of tourists visiting the said destination. The research specifically focused on the dimensions of visual appeal, credibility, and reviews, which are considered major factors affecting tourist perceptions. The study employed a descriptive research design, the study gathered data from 100 respondents who have experienced visiting Pinagpatong Pools and were exposed to social media content related to the destination. Findings revealed that social media content significantly influenced the respondents’ travel decisions, particularly through visually appealing images and videos that shaped their expectations. The findings revealed that most respondents are between 18 and 22 years old, with male students comprising a larger proportion Credibility of shared information and the reliability of reviews also played an important role in building trust and guiding tourist choices. Moreover, results showed a positive relationship between social media exposure and overall tourist satisfaction, indicating that engaging and credible content heightened the visitors experiences and impressions of the destination. The study concluded that social media is a powerful tool in shaping tourist behavior and satisfaction, making it essential for Pinagpatong Pools to maximize digital platforms in promoting its natural attractions. Recommendations were proposed for enhancing online presence, improving credibility of shared content, and encouraging authentic visitor reviews to further boost tourist engagement and satisfaction.