Advisers

Deanielle B. Mangahas, LPT

Discipline

Hospitality Management

Abstract

Social media marketing strategies are widely used by businesses to promote products, increase sales, and strengthen brand awareness. In the hotel industry, digital platforms such as Facebook, Instagram, TikTok, and X play a vital role in influencing guest booking decisions by showcasing amenities, room rates, promotions, and customer experiences. However, ineffective content management and delayed communication may negatively affect customer engagement and trust. This study examined the use of social media marketing strategies in the hotel industry in Quezon City, with particular focus on Hotel Dream World. It aimed to identify common marketing practices, evaluate customer booking experiences, and determine issues affecting online engagement and reservations. The study employed a descriptive research design. Data were collected from online customers of Hotel Dream World using a structured survey questionnaire. Respondents were selected to assess their experiences with the hotel’s social media platforms, including Facebook, Instagram, TikTok, and X. The survey focused on marketing visibility, information accuracy, responsiveness, and booking convenience. Frequency and percentage were used to analyze and interpret the data gathered. Findings indicated that social media platforms significantly influence guest booking decisions, particularly when they provide complete and visually appealing information. However, customers reported issues such as inconsistent posting, incomplete details about amenities and rates, and slow responses to inquiries. These concerns negatively affected customer engagement, trust, and overall booking experience. Despite the hotel’s online presence, gaps in content management and communication reduced the effectiveness of its marketing strategies. The results suggest that while social media platforms are effective tools for promoting hotel services, their impact depends on consistency, accuracy, and responsiveness. Strengthening social media marketing strategies through regular updates, complete and accurate information, and timely responses to customer inquiries can enhance brand reputation and customer satisfaction. Improving digital communication practices may increase booking rates, build stronger customer trust, and enhance overall brand awareness for Hotel Dream World in Quezon City.

Keywords

online booking, social media marketing, customer engagement