Advisers

Sean Henrick V. Cayme, LPT, MAEd

Discipline

Marketing

Abstract

This study assessed the Facebook page performance of MJ Land Resort as a basis for developing effective promotional strategies to enhance customer engagement and increase daily bookings. Grounded in the AIDA Marketing Model (Awareness, Interest, Desire, and Action), the research examined how the resort’s Facebook content influences customer perceptions, engagement behavior, and booking intentions. The study addressed the demographic profile of respondents, the services and activities promoted through the Facebook page, the level of page performance across the AIDA dimensions, the significant differences in assessment when grouped according to demographic variables, and the challenges encountered by customers in engaging with the page. A descriptive quantitative research design was employed. Using purposive sampling, fifty (50) customers aged 18 years and above who had visited the resort and interacted with its official Facebook page were selected as respondents. data were collected through a validated survey questionnaire and analyzed using frequency and percentage distribution, weighted mean, Kruskal–Wallis’s test, and ranking. Findings revealed that most respondents were young adults aged 18–24 and predominantly female, primarily following the page for service-related information. The Facebook page received very high ratings across all AIDA stages, indicating strong effectiveness in generating awareness, interest, desire, and action. Significant differences were found in interest and desire across age groups, while awareness and action showed no significant differences. The results confirm that Facebook is an effective marketing platform for MJ Land Resort, particularly in attracting and engaging younger audiences. However, variations across age groups suggest the need for more tailored promotional strategies. Strengthening interactive content, responsiveness, exclusive offers, and call-to-action features is recommended to convert engagement into consistent bookings and support sustainable growth.

Keywords

social media marketing, aida marketing model, facebook page performance, customer engagement behavior, booking intention, hospitality promotion