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Chapter 1
THE PROBLEM AND ITS BACKGROUND
Introduction
The tourism industry is tremendously competitive because it is one of the world's
key sectors. Tourism marketing is to promote a business, distinguish it from competitors,
attract customers, and raise brand awareness (Revfine.com, 2022). In accordance with this,
several marketing tools are established and utilized to enhance promotion and
advertisement in the industry. One of the first used marketing strategies in the tourism
industry involved the use of travel agencies, travel magazines, TV advertisements,
billboards and flyers. These methods are considered as the traditional influences which
affect tourists in their choice of destination. There has been a constant course of traditional
marketing implementation in travel agencies and tour operators over the years. These
methods and tools in advertising proved to be quite effective, and corporations did not stray
from their success rate (Digital vs. Traditional Marketing in Tourism Industry - Lemax,
2018).
However, along with the rise of modern technology and advancement, is the
development of what is known as Digital influencers. For several years, social media has
transformed from direct electronic information exchange to virtual gathering place,
shopping platform, and critical 21st-century marketing tool. The internet is used in many
current tourism marketing methods, with websites, online advertisements, email, and social
media platforms all playing a vital role. According to Ingrassia et al., (2022), influencers
as a form of marketing and means of promoting products and services is becoming a more
and more effective innovation, communication technique.
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Barbe & Neuburger (2021), emphasized that digital influencers utilize social media
platforms such as youtube and instagram due to their ability to extensively reach audiences,
and focus on visual content as this will attract new viewers. In line with this, the tourism
industry is uniquely visual, resulting in influencers commonly using these media platforms
to share videos, photographs, and thoughts about destinations. Thus, digital influencers are
being made as the first choice as an endorser for promoting products and services which
relates to the tourism industry.
Background of The Study
This study hopes to establish an understanding on the following marketing tools
used in the tourism industry- the use of digital marketing and the traditional marketing.
Hence, the findings of this study may be of help to the following:
Throughout centuries, marketing always remained customer centric, the way of
delivering services and product has changed but the strategies remained same. Digital
Marketing is also known as E-Marketing. The objective is to Increase sales, increase leads
to the sales team, improve customer retention and brand awareness and reduce costs. It is
the marketing of product or services over the internet. It uses tools such as: social media
marketing, local directory listing, and targeted online promotions. Traditional Marketing
is a common marketing method which require a substantial time and budget to get the
desired results.
The various method of traditional marketing is: Newspaper, Flyers, Radio,
Television, Billboard advertising along roads and highways, Magazine ads, etc.
Technologies did bring revolution in all fields and marketing is no exception, from print
media to digital media. The rapid growth of digital marketing is the direct consequence of
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penetration of internet and social media sites. Audience can directly interact with
organization ads in digital space in digital marketing whereas in traditional marketing we
can convey organization brand message loud and clear.
Digital marketing is a term used to describe the integrated marketing services used
to attract, engage and convert customers online. Digital marketing utilizes multiple
channels such as content marketing, influencer marketing, SEO, social media and online
advertising to help brands connect with customers and uncover performance of marketing
programs in real-time. Digital marketing is defined by the use of numerous digital tactics
and channels to connect with customers where they spend much of their time: online. From
the website it to a business's online branding assets-digital advertising, email marketing,
online brochures, and beyond - there's a spectrum of tactics that fall under the umbrella of
"digital marketing."
Importance includes: Digital devices, Digital platforms, Digital media, Digital data
and Digital technology. Lifecycle include: Plan, Reach, and Act, Convert and reach.
Benefits include:
Global reach, lower prices, measurable consequences,
personalization, openness, social currency, improved conversion prices, etc.
Digital marketing: Is based to understand and manage our clients. It’s more than
website or email interaction.
It involves managing and harnessing these “5Ds of Digital” which are listed below:
Digital devices
Digital platforms
Digital media
Digital data
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Digital technology
Traditional marketing is a rather broad category that incorporates many forms of
advertising and marketing. It's the most recognizable types of marketing, encompassing
the advertisements that we see and hear every day. Most traditional marketing strategies
fall under one of four categories: print, broadcast, direct mail, and telephone. This
marketing strategy is inexpensive when examining the ratio of cost to reach of the target
audience. Also allow customers to research the product conveniently according to their
criteria.
Statement of The Problem
The study aims to answer the following questions:
1. Profile
1.1 Age
1.2 Gender
2. What is the preference of the respondents as a marketing tool in terms of:
2.1 Digital Marketing
2.2 Traditional Marketing
3. What is the marketing trend preferred by the following:
3.1 Baby Boomers
3.2 Generation X
3.3 Millennials or Generation Y
3.4 Generation Z
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Hypothesis
Digital marketing is an effective marketing tool preferred by the consumer.
CONCEPTUAL FRAMEWORK
INPUT
PROCESS
OUTPUT
•Profile
•Age
•Gender
•Survey Questionnaires
•Google Forms
•Interviews
•The most effective
marketing tool is digital
marketing.
•Marketing Tool
•Digital Marketing
•Traditional Marketing
•Data Gathering
•Marketing trend by
Generations:
•Interpretation of Data
•Trends by Generations
•Baby Boomers
•Gen X
•Millenial
•Gen Z
Figure 1
Figure 1 is an overview of the study paper "Analysis of Digital and Traditional
Travel Marketing for an Effective Consumer Tool." Input-Process-Output (IPO) format is
used to display the agenda. It shows how to write a brief research paper. It's a collection of
shapes or boxes connected by arrows that indicate a method to follow to produce an output.
The study followed IPO to illustrate the entire research process. Process outlined thesis
writing. It included methodologies and processes. Researchers interpreted data,
administered surveys, and tallied findings. This section shows how researchers created the
final analysis.
These approaches enhanced the research "Analysis of Digital and Traditional
Travel Marketing for an Effective Consumer Tool." The researchers remained objective
and followed the adviser's methods and directions. Researchers' tenacity and passion to
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learn led to the study's success. Measures were needed to be followed to finalize the thesis
writing. At this juncture, the resolutions and findings are presented and comprehended.
Significance of The Study
Tourism Industry. The outcome of this study will assist the tourism industry in
evaluating the available marketing tools that are currently used in promoting and
advertising tourism destinations. Moreover, the information provided will likewise give an
insight on where the tourists seek details regarding their travel. Therefore, this study would
be of help to the tourism industry in deciding on which of the two, digital marketing and
traditional marketing, is the most effective marketing tool to be used in the tourism
industry.
Digital & Traditional Marketing. This research would raise awareness to the
variables under study, digital and traditional marketing, on which to improve with the
methods of their marketing. The given data would include recommendations by which both
the digital and traditional influencers may use as their background to formulate plans and
conceptualize ideas which could lead to enhancement of each of their approaches and
strategies.
Future Researchers. The information provided could be utilized as a guideline for
future research or to test the validity of current findings. This research will also act as a
cross-reference for them, providing a background or overview of the different marketing
strategies and tools which are used in the tourism industry.
Scopes and Limitations
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The study is all about analysis between digital and traditional marketing in which
will be the basis for an effective tool for consumer preference.
The researchers will also collect information about digital marketing and if it is an
effective tool of choice to travel.
The researchers will gather information from April to June 2022 through google
forms and interviews that will include choices for the respondents to answer easily.
Definition of Terms
Act - Encourage interactions on your website or social media to help you generate leads
for future.
Audio Marketing- Audio advertisements on these platforms are an effective way to
market your products and services but not as fruitful as Video Marketing.
Baby Boomers- are those born in the years 1946 through 1964. This generation grew up
in a time when the United States was prosperous, and the economy boomed. Birth rates
were at an all-time high. No more World Wars were going on, and the world was at peace
for a while.
Broadcast- Includes radio and television commercials, as well as specialized forms like
on-screen movie theatre advertising
Convert - Use retargeting, nurturing and conversion rate optimization to remind and
persuade your audience to buy online or offline if phone and face-to-face channels if these
are important to you.
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Digital devices- audiences experience brands as they interact with business websites and
mobile apps typically through a
combination
of
connected
devices
including
smartphones, tablets, desktop computers, TVs and gaming devices.
Digital platforms- most interactions on these devices are through a browser or apps from
the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube),
Twitter and LinkedIn.
Digital media- different paid, owned and earned communications channels for reaching
and engaging audiences including advertising email and messaging, search engines and
social networks.
Digital data- the insight businesses collect about their audience profiles and their
interactions with businesses, which now needs to be protected by law in most countries.
Digital technology- the marketing technology or martech stack that businesses use to
create interactive experiences from websites and mobile apps to in-store kiosks and email
campaigns.
Direct mail- Includes fliers, postcards, brochures, letters, catalogues, and other material
that is printed and mailed directly to consumers.
Email marketing- Provide updates, exciting news, reminders, etc. to your customers in a
matter of minutes. At the same time, you can use these newsletters as printable, direct mail
pieces or even flyers. Customizable email is also use to promote business.
Engage - Increase sales from existing customers by improving personalized
communications using web, email and social media marketing.
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Generation X- Those born between 1965 and 1980. The birth rate of this generation was
much lower compared to that of the previous generation, the Baby Boomer Generation. For
this reason, Generation X is sometimes called Generation Bust.
Generation Y or Millennial- People who belong to the Millennials are born between 1980
and 1994. This generation was raised in a state where people’s opinions and beliefs about
controversial issues were split halfway. This could make this generation more unsure of
what side to be on. Yet, it could also result in them being more independent with their
opinions and choices. Global warming became a real issue during the adulthood of this
generation. For this reason, they are more likely to be cautious of energy conservation and
saving the Earth.
Generation Z- People who are part of this generation are those with birth years between
1995 and 2012. In general, this generation is known to take fewer risks. They are more
cautious about their actions. The iGen generation is also more tolerant of other cultures,
races, opinions, etc.
Generation Alpha- This generation is people born from 2013 to the year 2025. This is the
newest generation. Since they are still babies, their characteristics are not known. Let’s
hope they will make a significant impact on our world.
Influencer Marketing- Provides a large and direct platform to use influencers’
reputations to sell your products by tagged in FB post.
Local Search Engine Optimization- People prioritize brands that offer them complete
convenience through proximity and accessibility. Ensure that your local consumers find
you first to influence their purchasing choices effectively.
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Mobile Marketing- AdWords allows for mobile-specific marketing campaigns, which
are likely to perform noticeably better than more general campaigns.
Plan - Use a data-driven approach to review your current digital marketing effectiveness,
customize analytics, set up KPI dashboards and SMART objectives (Opportunity,
Strategy and Action) create a strategy of prioritized improvements to how you deploy
digital marketing media, technology and data to increase leads and sales.
Print: Includes advertisements in newspapers, newsletters, magazines, brochures, and
other printed material for distribution.
Reach - Build awareness using the 6 key online marketing techniques which will drive
visits to your site.
Search Engine Optimization- Establish your website at the first place for its products or
services that people instantly see when they search it online. This is your gateway to secure
leads as the top trusted brand in your industry.
Search Engine Marketing- Is the process of gaining website traffic by purchasing ads on
search engines.
Social Media Marketing- It includes Facebook, Twitter, Instagram, Snapchat, and
YouTube to market product brand to an increasingly large audience.
Telemarketing- Includes requested calling and cold calling of consumers over the phone.
Video Marketing- By combining words and imagery into an intuitive package, video
catches the eye of online users.
takes place. It’s a very helpful medium to clear doubts amongst customer who purchase
product.
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Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter covers the relevant literature as well as the studies, and as a result, it
will put an additional focus on the trustworthiness of the conclusions that the researchers
obtained.
Related Literature
Traditional Marketing Vs Digital Marketing (21st Century)
The world is evolving at a rapid pace, which is mirrored in the tourism business as
well. There is no doubt that travel influencers, who are transforming the industry, are a
recent phenomenon that has gained attention in recent years.
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The Philippine Department of Tourism (DoT) is enlisting the help of social media
influencers to promote local tourism destinations. The Department of Transportation has
also urged Filipinos to act as "Ambassadors of Fun" by promoting their hometown's tourist
attractions on social media. The initiative is part of the department's crowdsourcing
program, in which citizens will become "tour guides of their locale by posting their own
virtual tours or sharing their own images on their suggested destination, activity, or dishes,"
according to the agency (The Filipino Times, 2021).
For the first time in Southeast Asia, a national tourist authority joins forces with
Beautiful Destinations, an award-winning creative technology agency that has amassed the
largest travel and lifestyle portfolio on Instagram and Snapchat. The Philippine Department
of Tourism (PDOT) is bringing five (5) of the most influential influencers from the
Beautiful Destinations team to the country from May 11 to 24, 2016. They will capture
destination images and videos from a unique perspective and curate them in a way that will
pique the interest of its followers and inspire them to visit the Philippines (PH Tourism
Teams up with Beautiful Destinations | GOVPH, 2016).
Moreover, according to former Tourism Secretary Ramon Jimenez, Jr, The
Philippines has been dubbed the world's social media capital, with the highest percentage
of its population active on social media compared to any other country. The PDOT has
taken advantage of this strength numerous times by using social media into the majority of
our initiatives. Through our It's More Fun in the Philippines campaign, whose central
strategy is executed and propagated by millions of active, enthusiastic Filipinos who
believe they have the power to persuade people to visit their country as tourists, social
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media has allowed us to be a game-changer in the tourism industry (PH Tourism Teams up
with Beautiful Destinations | GOVPH, 2016).
Aside from the modern way of advertising tourism goods and services, traditional
marketing has been a big help to the tourism sector. An example of traditional marketingis a travel agency. According to Jeron Travel and Tours (2019), there are numerous benefits
of working with a travel agency when planning travel or vacation. Travel agencies are
known to offer exclusive vacation packages to tourists. Jeron Travel and Tours, a
Philippine travel agency, has access to cheap fares and lodging rates. They frequently
collaborate with hotels, airlines, and cruise companies to develop the best prices,
promotions, and packages available on the market (Jeron Travel and Tours, 2019).
In the field of marketing, there has been a long-standing debate on whether one type
is better than the other. Are the tried and tested methods of traditional marketing enough
to give it an edge against the continually rising popularity and relevance of digital
marketing? Or has the world become so digitalized that traditional marketing has become
obsolete?
In the Philippines, digital marketing has made a name for itself as an amazing asset
for many companies. But this hasn’t eliminated the use of traditional marketing by some
of the bigger companies.
This article aims to bring to light the advantages and disadvantages of both, as well
as to just which one is better in this day and age.
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Traditional Marketing
Traditional marketing has a very long history. Because of how far back it goes, it
is well-researched, established, and already proven to be effective in getting a company’s
message out to its customers.
Traditional marketing is comprised of the many different forms of marketing that
existed long before the proliferation of the internet. Some of them include advertisements
in newspapers and magazines, flyers, pamphlets, business cards, posters, the use of snail
mail, postcards, catalogs, telemarketing, and the commercials on television and on the
radio.
These types of media have been used for decades and have been considered proven
techniques with a relatively high success rate. In recent years, they are still used by many
businesses. The medium used in traditional marketing is easy to produce and easy to
distribute to your target audience. The printouts could be kept, and most of the time
everything in it is easy to understand because these methods are known to the public.
A downside to traditional marketing is that all of the media used are somewhat onesided. There is little to no interaction between the medium used and the customers other
than providing information. They are also used with the goal of spreading its information,
but not necessarily enticing people to try out your product. Lastly, due to the nature of how
traditional marketing materials are distributed, its reach and effectiveness are not easily
measurable. Yes, you can measure the number of fliers given as well as the range of people
who might watch a commercial, but you won’t be able to measure how many of them
actually used the information and tried your products or services. Lastly, due to the
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excessive materials used to create traditional marketing media, it will most likely be
expensive.
Digital Marketing
On the other hand, we have digital marketing. Digital marketing is comprised of
every kind of marketing that you can do online. Unlike traditional marketing that has a
long stable history, digital marketing is always changing. Most of the time, the leading
strategy today will be irrelevant in 1 or 2 years. It is a minefield. But when you get a grip
on what works, your marketing plan will increase its reach by a large percentage.
As it is mainly digital, the methods used in digital marketing is primarily seen through
electronic devices, the efforts are predominantly found in websites, social networking sites,
content marketing, banner advertisements, Google advertisements, and video marketing.
The first thing that every marketing professional will learn about digital marketing
is that it does not focus on spreading information about a product to a target audience.
Rather it focuses on making your product or service more likely to appear in the search
results of your target audience. The main goal of digital marketing is to make a product as
searchable as possible through different kinds of efforts such as blog posts, YouTube
videos, guides and walkthroughs, and so many more.
With digital marketing, a company is not limited to their local audience. Because
of the worldwide reach of the internet, the whole world will be the audience for your
marketing efforts. Another benefit of digital marketing is that it encourages interaction
between the audience and the business. your audience can also choose the way they want
to receive your content depending on the media you used. As compared to traditional
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marketing, digital marketing has many things that can help in measuring its reach, and it is
very cost-effective, with minimal efforts needing money to be used.
The most concerning downside to digital marketing as mentioned above is that it is
never permanent. As technology advances, more and more software are created, better
websites, plugins, and methods can surprise the online landscape and render some digital
marketing strategies irrelevant. In digital marketing, it is not enough that you are ahead,
rather you should be the one innovating and creating better ways to do it.
Which One is Better?
When compared side by side, these two kinds of marketing have pretty clear
strengths and weaknesses. With that said, one can have a lot more advantages than the
other. And along the lines of the modern-day environment, it is easy to conclude that for
now, Digital marketing, especially in the Philippines, is the better choice for most
companies that plan to have an online presence. The main reason being the rapid
digitalization of the world. Everything is done online now. Seldom will you see companies
that prefer paperwork than email. As long as this kind of environment is the norm, digital
marketing will be the better option.
This doesn’t mean however that traditional marketing is irrelevant. In fact,
traditional marketing is still favored by most companies that have already established
themselves as top players in their industry.
It is important to remember that even if when compared to one another, digital
marketing is the better choice, everything depends on your target audience. If you’ve
collected data that says your audience are avid newspaper readers or watch television
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regularly, then, of course, traditional marketing is the way for you. Always choose
practicality over popularity.
Key Takeaway
Digital marketing in the Philippines is a rapidly growing industry. More and more
companies have decided to focus on digital marketing because of how prominent an online
presence can be for a company.
Digital marketing and traditional marketing both have their uses. Find ways
to incorporate them together or focus on making the most out of one. It’s your choice!
Foreign Literature: Digital Marketing vs Traditional Marketing: Which One Should You
Choose?
What is Traditional Marketing?
Traditional marketing is a conventional marketing strategy that uses various offline
promotional and advertising methods to reach customers. It is the oldest form of marketing
and is tried & tested by many companies. Until the emergence of the internet in the 1990s,
this was the only marketing strategy in use.
We come across different forms of traditional marketing every day, such as
newspaper ads and billboards. Thus, this is a fantastic way to reach local audiences who
don’t use the web. The major categories of traditional marketing are –

Print ads in newspapers, magazines, books, leaflets, pamphlets, brochures, etc.

Outdoor ads such as billboards and flyers

Broadcast ads in TV and radio
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
Direct mail – catalogs and postcards

Telemarketing – SMS marketing, calling customers from an existing database and
even cold calling

Face to face marketing via sales personnel
Advantages of traditional marketing

An engaging TV commercial or a colorful billboard ad is easy to understand and
remain in the customer’s mind for a long time

Putting ads in local newspapers, FM radio stations and flyers or pamphlets are very
effective for attracting local customers

The hard copy of the ad – such as a magazine or a flyer- will stay with the customer
until recycled.
Disadvantages of traditional marketing

No direct customer interaction with the masses. You won’t be sure as to how the
customer will react to your ads or campaigns

Posting ads on TV, newspapers, billboards and magazines are often expensive

Unlike digital marketing, there are no ways to analyze the success of your
marketing campaigns.
What is Digital Marketing?
Digital marketing refers to all the marketing strategies that are executed online on
various electronic devices. It is currently the most popular marketing strategy adopted by
large, small and medium-sized companies across the globe. It is expected that in 2020, the
USA will spend around $110 billion in digital marketing.
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Customer engagement
In traditional marketing, you release an ad in the local newspaper or a highway
billboard, hoping your target audience will look at it. While some may take a look, some
might not pay heed to it at all. You cannot directly stay connected to your customers.
But in digital marketing, once you launch an ad on social media or in a YouTube video,
you can assure yourself that at least some people will at least look at it, even if they ignore
or skip/scroll it. You can interact with them using online surveys, webinars, and also read
their comments on social media. This way, you can also solve customer issues quickly.
Reaching customers
Large companies may create ads in magazines or launch TV commercials that are viewed
by people around the world. But, this may not be possible for a small company, due to the
cost of these expensive ads. As a result, smaller companies cannot reach customers beyond
local boundaries.
But, using digital marketing techniques such as mobile marketing, email marketing
and social media marketing techniques, you can reach customers in any corner of the globe
with a small budget. Within seconds, you can reach millions of customers worldwide and
start selling your products right away.
Measuring ROI (Return on investments)
When you distribute flyers, brochures, or print ads in a daily newspaper, you are not
absolutely sure how many customers will look into it. Some customers will definitely pay
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attention to your ads, but they may not be interested to pay for your products and services.
You will remain in dark and can only hope that your campaign works out.
Digital marketing tools such as Google Analytics allow you to analyze your marketing
campaign in real-time. This tool lets you see the number of visits on your site, the number
of clicks, the source of your customer traffic, and the number of people who are converting
to buyers. Based on the results, you can tweak your digital campaign to make the most out
of it.
Digital Marketing vs Traditional Marketing: Which one to choose?
Choosing between digital or traditional marketing boils down to your requirements and
objectives. If you are looking to fetch some local customers fast, who do not use the
internet, traditional marketing using flyers will work well. Or, if you want to target the
older generation, TV or radio commercials are effective as they are more inclined towards
the television or radio than the youngsters.
But to target the Millenials or the youngsters, or a set of customers outside your local
boundaries, you have to go digital. If you are a small startup looking to make it big, digital
marketing is the best. It will allow you to invest your funds wisely and reach a lot of
customers in no time.
Related Study: How can social media and/or Internet can be effective
In 2022, Dellova et al., carried out a study named “Social Medias’ Effect on
Intramuros’ Tourism Growth as Perceived by National Capital Region Tourists”. The study
circulated around the idea that if Intramuros is marketed well, one can immerse themselves
in its culture and learn about its history from within its walls. A platform is useful for
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utilizing this benefit. As a result, social media influence is now viewed as a viable strategy
to have an impact in the tourism business.
The purpose of this study by Dellova et al., (2022) is to see how social media has
influenced tourism growth in Intramuros as seen by tourists from the National Capital
Region. The study revealed that social media has a vital role in the tourism expansion of
Intramuros. As a result, it is a popular site for tourists to research vacations and share their
most memorable travel experiences. Reviews and criticism help establish where
Intramuros needs to develop, and social media is a low-cost tool to reach specific
consumers.
Lastly, Dellova et al., (2022) concluded that social media is an effective marketing
tool, it will provide a good platform for attracting new visitors. Tourists' data appears to be
a possible, credible, and dependable source for representing Intramuros, the old walled
city.
Another study conducted by Peralta, (2019) entitled: “How vlogging promotes a
destination image: A narrative analysis of popular travel vlogs about the Philippines”. It
was mentioned that this study offers an in-depth examination of popular non-Filipino travel
bloggers Lost LeBlanc, BecomingFilipino, Nas Daily, and Drew Binsky's travel vlogs
about the Philippines.
This study by Peralta, (2019), concludes- the claim that travel vloggers and their
respective vlogs play a vital part in developing an online destination image of a location is
supported by content and visual analysis of the videos, as well as user comments. Lastly,
vlogs vividly build destination pictures, which are vital and fundamental for place
marketing.
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Related Studies
Influencer Marketing vs. Digital Marketing: What’s Best?
Great content is the foundation for successful marketing, and both influencer and
digital marketing are viable strategies with the power to help your brand succeed. The
simple answer is to achieve balance by implementing both when it makes sense for your
brand.
“New brands should first make an effort to establish their digital presence and
create content that can later be used to attract key influencers and their audiences.
Meanwhile, more established brands should be seeking out influencers within their
industries that align with the brand and the audience they’re trying to reach. “
This or That: Influencer Marketing vs Digital Marketing
Influencers…some love them, some mock them, but all of us follow them.
In today’s digital age, it’s hard to escape the world of influencer marketing. Scroll down
your feed and you’ll quickly be met with images of mouthwatering food, adorable pups,
and at least one influencer posting a life update, Pinterest worthy outfit, or envy-inducing
travel photo.
Influencers aren’t going away any time soon, so as marketers, it’s our job to use them to
our advantage.
The question for marketers is this:
What is influencer marketing, how does it compare to digital marketing, and how do you
decide which is best for your brand’s strategy? We’re here to help.
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What is influencer marketing?
Like the name suggests, influencer marketing is all about influence — taking the more
traditional concept of celebrity advocacy and combining it with the modern world of social
media. Influencers have built a reputation for their knowledge on a certain topic, and they
have a dedicated following that engages with and pays close attention to their posts.
Influencer marketing is a form of collaboration that occurs when brands partner with
influencers to promote a product, service, or campaign. This form of marketing works
because influencers have sway over your target audience, as their followers already trust
them and look to them for recommendations.
Once you find an influencer that shares relevant content and seems like a good fit for your
brand, you must then convince them to work with you. This is often done by gifting your
product or service, or sponsoring them to use their platform to talk about your brand.
Influencer Marketing Can Help Your Brand…
Increase brand reach
Essentially, influencers provide a connecting point between a brand and its target audience.
These individuals have amassed a following that engages with their content and trusts their
opinions. Therefore, partnering with influencers gives you access to an audience that you
might not be able to reach otherwise. Be less disruptive
We’ve all been there: we’re trying to enjoy our daily social media scroll, when suddenly a
blaringly obvious sponsored post appears in our feed. (Yes, even marketers can admit that
ads can be intrusive on the user experience.)
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Influencer marketing places ads within organic content, making it much more discrete. The
consumer has already chosen to follow this influencer, which gives brands the opportunity
to meet consumers where they already are in a more genuine and authentic way.
How to Make Instagram Work for Your B2B Marketing Strategy
Simplify content creation
When you partner with an influencer, it’s up to them to create the content (with your
approval, of course). Let your brand’s creative team sit back, relax, and wait for the results
to come pouring in. Okay, it might not be that easy, but working with an influencer does
simplify content creation.
Influencers have worked hard to create their personal brand, and they’ll want to create
original content that’s in line with what they normally post. The influencer already knows
their audience and what it responds to, so you can get results without having to create an
entire campaign from scratch.
Not in love with your current social media campaign? It may be time to break up — and
here’s how to do it.
Boost SEO
It’s true — more mentions and links on social media can play a role in boosting your
organic rankings! Posting about your brand or product will increase awareness, but strong
engagement and creating conversations is what gets the attention of the search engines.
In short, the more brand awareness you can produce, the more search engines will pay
attention to you. And, if you have a strong site and quality content to match, it’s likely that
search engines will want to put your content even higher on the SERPs. It’s a win-win.
24
What is digital marketing?
Now that we’ve unpacked influencer marketing, it’s time to break down a concept you
might be more familiar with: digital marketing. Thanks to the rise of social media, digital
marketing is more popular and crucial than ever before.
Consisting of both organic and paid content, digital marketing primarily refers to brands
using their own platforms to promote themselves, reach their target audience, and engage
with current or potential customers.
Digital Marketing Can Help Your Brand…
Increase brand credibility
Whether you like it or not, customers are using your digital footprint to learn more about
your brand. It’s the marketing equivalent to stalking a potential partner before a first date.
Having a strong digital presence gives your brand credibility and helps customers see your
brand as a resource they can trust.
Improve customer relationships
Digital marketing creates a unique opportunity for brands to personally engage with
customers like never before. Rather than solely relying on an influencer, you can take
matters into your own hands and spark the engagement yourself. This humanizes your
brand by giving it a voice, and helps establish trust and loyalty among customers as a
result.
Stand out from its competitors
Unique content makes your brand stand out. Done right, digital marketing helps
differentiate your brand from competitors, encourages customers to engage on a more
25
personal level, and gives your brand a personality. Knowing your target audience will help
you decide what content will be most relevant and valuable to them.
Why You Should Monitor Your Competitor’s Strategy
Generate web traffic
At the end of the day, digital marketing is more than just likes and followers — it’s about
adding value and driving customers to take action. Unique content that follows SEO
guidelines will generate web traffic and help steer new customers in the direction of your
brand.
26
Chapter 3
RESEARCH METHODOLOGY
This chapter articulates how the research will be conducted in terms of its method,
setting, subject, sample & sampling techniques, research instrument, data gathering
procedure, and statistical treatment that will be used.
Research Design
A quantitative research deals with data that is quantifiable or can be translated into
numbers (Sheard, 2018). It is a set of approaches, methodologies, and assumptions that are
used to investigate psychological, social, and economic processes using numerical patterns
(Coghlan & Brydon-Miller, 2014). It applies a statistical approach in the gathering of data
portrayed in forms of rating scales, surveys, pre-test and post-test, and questionnaires.
Generally, it is a method that involves the use of numbers and numerical values completely
contradicting its counterpart, the qualitative research method that utilizes words and
behavior.
The study requires enough data in order to compare which among the two
marketing strategies present today- Digital Marketing vs Traditional Marketing, is much
more effective. To achieve this, the researchers will utilize a comparative quantitative
research methodology to measure the data needed to suffice for the study’s validity and to
27
obtain results efficiently. A Comparative study is when two groups are compared in order
to derive conclusions about them.
The researchers will utilize “Convenience Sampling”- is a type of sampling where
the first available primary data source will be used for the research without additional
requirements. In other words, this sampling method involves getting participants wherever
you can find them and typically wherever is convenient.
Researchers try to find and study similarities and differences across generations,
and most of the time, these researches are cross-national, comparing two different people
groups (Characteristics of a Comparative Research Design | Synonym, 2018).
Respondents of The Study
The researchers will utilize a convenience sampling technique as a sampling
method for the selection of the participants in Manila City. A convenience sample is made
up of people who are most easily accessible to the researcher. This is a quick and low-cost
technique to collect preliminary data, but there's no way to know if the sample is typical of
the population, thus the results aren't generalizable (McCombes, 2019).
The total population size of Manila City is approximately 14, 158,573. After
calculating the sample size with a confidence level of 95% and a margin error of +/- 5, the
researchers need at least 385 participants in Manila City.
Research Locale
The former pre-Hispanic kingdoms of Tondo and Maynila are now part of the
historical province of Manila. It became the colonial Philippines' capital, with Manila
28
(Intramuros) serving as the colonial power center. It consisted of the City of Manila and 23
smaller municipalities in 1898. Mariquina was also the capital from 1898 to 1899, when
the Philippines' sovereignty was handed to the United States. In 1901, the province was
disbanded and most of its territory was absorbed into the newly formed province of Rizal.
Manila has been regarded as one of the original global cities since the Spanish colonial
period. The Manila galleon was the first known commercially traveled trade route that
sailed the Pacific for 250 years, bringing to Spain their cargoes of luxury goods, economic
benefits, and cultural exchange.
At present, Manila, the Philippines' capital and largest city. The city serves as the
economic, political, social, and cultural hub of the country. It stretches along the eastern
shore of Manila Bay at the mouth of the Pasig River on the island of Luzon. Maynilad, the
city's original name, is derived from the nilad plant, a marshy-adapted flowering shrub that
previously flourished abundantly along the river's banks; the name was abbreviated to
Maynila, and eventually to its current form. Manila and its surrounding cities and
municipalities were merged into a single administrative unit known as Metropolitan Manila
(or also known as National Capital Region) in 1975, by presidential decree; the Manila city
proper only covers a small percentage of that area.
Research Instrument
It is research made survey questionnaire. It contains two parts. Part I is composed
of the demographic profile of the respondents while Part II is the analysis between digital
and traditional marketing.
29
The researchers studied extensive literature, which gave a thorough understanding
for designing the discussion guide for the interview, preparing for interviews, and breaking
down every unit of analysis for further discussion.
Statistical Treatment
Statistical treatment of data is essential to make use of the data in the right form.
Raw data collection is only one aspect of any experiment. The organization of data is
equally important so that appropriate conclusions can be drawn. (Siddharta Kalla, 2009).
To quantitatively interpret the result of the study the following statistical tools used
by the researchers are percentage, weighted mean, and Likert scale.
1. Percentage- was utilized to determine the quantitative relations for the
whole respondents as shown below:
P= f. 100
N
Where:
P= percentage
f= for the frequency counts
N= the overall population
For the statement of the problem z
30
2. The weighted mean is used to get the average of the overall respondents
from the data distribution. Statically calculated' as shown below:
x
= ∑X
n
Where:
x= scores
x = X-bar; mean
N= number of scores
∑= The greek letter sigma: summation
3. Likert Scale
Chapter 4
PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA
This chapter serves as a presentation of the analyzed findings of the gathered data.
This contains both the summaries of the participants’ responses to the questions from the
survey and their corresponding interpretations.
1. Demographic Profile of the Respondents
Table 1
Distribution of Respondents According to Age
Age Bracket
Frequency
Percentage
10-25
80
80%
26-41
18
18%
42-57
2
2%
58-67
0
0%
100
100%
31
Table 1 shows the frequency and percentage distribution of the respondents as to
their age. Among 100 participants, 80 of them are aged 16 to 25 years old, to be followed
by 18 respondents whose ages range from 26 to 41 years old. Lastly, only 2 percent of the
population are included in the age range of 42 to 57 years old. There were no
representatives for the age range of 58 to 67 years old.
Table 2
Distribution of Respondents According to Gender
Gender
Frequency
Percentage
Male
45
45%
Female
47
47%
Unspecified
8
8%
TOTAL
100
100%
Table 2 presents the total distribution of the respondents according to their gender.
Female participants make up 47 percent of the total, while male participants make up 45
percent of the total. The remaining 8% of respondents were unable to provide any
information regarding their gender.
2
2. Preferred marketing tools
Table 3
Preferred Digital Marketing Tools
Gen Z
Digital
Milennials
Gen X
Frequency
Ranking
Frequency
Ranking
Frequency
Ranking
82
1
15
1
2
1
20
8
2
3
6
6
2
3
1
0
2
2
7
4
3
4
0
2
Marketing Tools
Social Media
Platforms
Email
Short Message
Service (SMS)
Search Engine
Optimization
(SEO)
3
Table 3 showcases the four kinds of digital marketing tools, which are search
engine optimization (SEO), emails, social media platforms, and short message service
(SMS). It is clear that, out of the four different types of digital marketing tools, the social
media platforms are the ones that have received the most votes from Generation Z for being
the tool that is utilized most frequently. After that comes email, having 20 votes in total.
Short message service (SMS) comes in third with 8 votes, while search engine optimization
(SEO) is considered to be the least preferred option with 7 votes.
For the Millennials, it is also the social media platforms that got 15 votes in total,
making it the most preferred one out of all the other digital marketing tools. Next to it is
the email and the SMS, which both got 6 votes each, and the last is the SEO, having only
3 votes in total.
Social media platforms are the most preferred kind of digital tools for the
Generation X, which got 2 votes. Email came next, which only got 1 vote. SMS and SEO
were not voted by the participants.
Table 4
Preferred Traditional Marketing Tools
Gen Z
Traditional
Milennials
Gen X
Frequency
Ranking
Frequency
Ranking
Frequency
Ranking
67
1
14
1
1
2
13
2
5
2
2
1
10
3
2
4
1
2
9
4
2
2
1
2
9
4
1
5
1
2
Marketing Tools
Recommendation
from a friend/s
Television
advertisements
Newspapers/Mag
azines
Billboards and
off-site signs
Radio advertising
4
Door-to-door
sales
6
5
3
3
1
2
The various methods of marketing that have been employed traditionally are
outlined in the form of a tabulation here in Table 4. For the Generation Z, getting a
recommendation from a friend/s got 67 of votes, using watching advertisements on
television got 13 votes, while reading advertisements in newspapers and magazines is in
third place with 10 votes. Meanwhile, listening to adverts on the radio, and seeing
billboards and off-sites both goth the fourth place, and door-to-door sales came last in fifth
place.
For the Millennials, Getting a recommendation from a friend/s got 14 of votes,
watching advertisements on television got 5 votes, while door-to-door sales is in third place
with 3 votes. Meanwhile, reading advertisements in newspapers and magazines, and seeing
billboards and off-sites signs both goth the fourth place with 3 votes, and listening to
adverts on the radio, came last with only 1 vote.
Television advertisements are the most preferred kind of traditional tools for the
Generation X, which got 2 votes. The rest of the traditional marketing tools have also been
given the same ranking by one of them, with 1 vote each.
Table 5
Distribution of Respondents According to Frequency of Travels
Gen Z
Frequency
Millennials
Gen X
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
3
3.75%
1
5.55%
0
0
4
5%
0
0
1
50%
6
7.5%
5
27.77%
1
50%
of Travels
Once a week
More than
once a week
Once a
month
5
Gen Z
Frequency
Millennials
Gen X
Frequency
Percentage
Frequency
Percentage
Frequency
Percentage
11
13.75%
1
5.55%
0
0
4
5%
1
5.55%
0
0
52
65%
10
55.55%
0
0
80
100%
18
5.55%
2
100%
of Travels
More than
once a month
Once a year
More than
once a year
TOTAL
Table 5 presents the frequency and percentage distribution of the respondents
according to the frequency of their travels. Among the 80 participants who belong to this
Generation Z, 3 or 3.75% travel once a week, 4 or 5% travel more than once a week, 6 or
7.5% travel once a month, while 11 or 13.75% travel more than once a month. Another 4
or 5% travel once a year, while 65% or more than half of them, specifically 52 people travel
more than once a year. Based on the table above, majority of the people who belong to
Generation Z travel more than once a year. Travelling once a week is seldom found in
people who belong to this generation.
Among the 18 Millennials, 1 or 5.55% travels once a week, none of them travel
more than once a week, 5 or 27.77% travel once a month, while 1 or 5.55% travels more
than once a month and 1 or 5.55% travels once a year. 10 or 55.55% of these millennials
travel more than once a year. Based on the table above, most millennials travel more than
once a year while no respondent answered that they travel more than once a week.
Among the 2 participants who belong to this Generation X, one of them travels
more than once a week, while the other one travels once a month.
Table 6
Distribution of Respondents According to Nature of Trips
Gen Z
Nature of Trips
Vacation or other
personal reason
Visit friends/relatives
Millennials
Frequency
Ranking
61
46
Gen X
Frequency
Ranking
Frequency
Ranking
1
9
1
0
0
2
8
2
0
0
6
Gen Z
Nature of Trips
My trip will (did)
include plans to
sightsee
Visit resort
Personal affairs
(moving; to/from
school)
Internal company
business (visit regional
office, plant or attend a
company meeting)
Attend industry
meeting/trade show
Attend a convention
External company
business (sales call,
visit customer or
vendor)
Other business (not
described above)
Cruise
Incentive travel
(company-paid pleasure
trip)
Personal emergency
(illness, etc.)
Accompany family
member on
business/convention
My trip will (did)
include plans to
golf/tennis
Official
government/military
business
Millennials
Frequency
Ranking
40
3
39
4
11
5
Gen X
Frequency
Ranking
Frequency
Ranking
7
3
0
0
8
2
2
7
0
0
0
0
3
6
0
0
10
6
7
7
5
4
0
0
7
7
5
4
4
5
0
1
0
1
6
8
5
9
1
8
1
1
4
10
1
2
8
7
0
0
0
0
4
10
4
10
0
9
0
0
1
8
1
1
3
11
1
8
0
0
3
11
1
8
1
1
0
12
Table 6 presents the ranking of nature of trips as chosen by participants. Among 80
participants who belong to the Generation Z, 61 of them chose vacation (or other personal
reason) as one of the natures of their trip/s. 46 voted for visiting friends/relatives, while 40
said that their trips have included or will include plans to sightsee, 39 of them visit resort,
11 have personal affairs such as moving to/from school, and 10 have internal company
business (visit regional office, plant or attend a company meeting) to attend to. Attending
industry meeting/trade show as well as attending a convention have been voted 7 times
7
each, while 6 people have external company business (sales call, visit customer or vendor)
to attend to. Other business which were not described in the choices got 5 votes. Cruising,
incentive travel (company-paid pleasure trip), and personal emergency (illness, etc.) have
been voted 4 times each, while both accompanying family member on business/convention
and having trips that include plans to golf/tennis have been voted 3 times. No participants
from the Generation Z chose official government military business as one of the choices in
their trips.
Among 18 participants who belong to the Generation Y, 9 of them chose vacation
(or other personal reason) as one of the natures of their trip/s, while another 8 of them visit
resort. 7 said that their trips have included or will include plans to sightsee, attending
industry meeting/trade show as well as attending a convention have been voted 5 times
each. 4 people have external company business (sales call, visit customer or vendor) to
attend to while 3 of them have internal company business (visit regional office, plant or
attend a company meeting) to attend to. Personal affairs such as moving to/from school
and incentive travel (company-paid pleasure trip have been voted 2 times each. Other
business which was not described in the choices got 1 vote as well as cruising,
accompanying family member on business/convention, having trips that include plans to
golf/tennis, official government military business. No participants from the Generation Y
chose personal emergency one of the choices in their trips.
For the Generation X, one of them chose external company business (sales call,
visit customer or vendor), other business (not described above), accompany family member
on business/convention, and official government/military business, to be the reasons for
their travels. The two participants did not choose any from the rest of the choices. For this
reason, the following phrases above all rank as the top phrases that best describe the nature
of their trips.
DISCUSSION
8
Based on the data gathered, the generations of the participants that emerged from
the survey are the following: Generation Z, Generation Y, or most commonly known as
Millennials, and Generation X. The respondents have been categorized based on the
information by Beresford Research (2022). People who were born from 1997 to 2012,
whose ages are between 10 to 25 are the Generation Z. Those who are born in the duration
of 1981 – 1996, whose ages are between 26 to 41 are called the Millennials, or Generation
Y. Lastly, Generation X are those who were born from 1965 to 1980, whose ages are 42 to
57 (Beresford Research, 2022). According to the survey results, the majority of the
respondents of this research belong to Generation Z, 80 percent to be exact. It is followed
by Generation Y with 18 percent, and only two percent came from Generation X. This
shows a stark difference between the two generations. The familiarity with the internet and
social media platforms plays a role in the volume difference between the two generations.
According to the findings of a study on Generation Z that was carried out by The Center
for Generational Kinetics and commissioned by WP Engine, when compared to other
generations such as Millennials, Generation X, and Baby Boomers, Generation Z is the
generation that is the most dependent on the internet (Business Wire, 2020).
The researchers furthermore collected information regarding the gender of the
people who took part in the study as a piece of demographic data. According to the findings
of the poll, 47 of the participants are female, 45 of them are male, and the remaining
participants did not identify which gender they belong to. There is a study that was
completed in 2016 that refers to gender disparities in terms of traveling behaviors. This
study was carried out by researchers Houston and Tilley from Britain. According to the
findings of their research, it appears that young women travel more than young men do,
9
which represents a considerable departure from previous norms. This shift in gender
dynamics is being driven in large part by the fact that young men are traveling noticeably
less now than in earlier generations of young men. They discovered that younger women
travel more as they become older, whereas younger cohorts of men no longer get more
mobile as they approach early middle age, which is normally a life course high in travel
mobility (Tilley & Houston, 2016).
According to the results of the study, Generation Z, Millennials, and Generation X
have ranked social media platforms as the most commonly used digital marketing tool for
advertising. According to Abdul Muhammad, chief digital officer and partner at RBB
Communications, social media delivers targeting capabilities at a lesser cost than
practically all other marketing platforms. This is in addition to providing reach and scale.
In addition, they use social media constantly throughout the day, every day. He insisted
that in order for brands to succeed, they needed to go where their ideal customers were
(Cotriss, 2022). Among the four digital marketing tools, the use of electronic mail (email)
as the most commonly used marketing tool is ranked second by Generation Z and X, while
for Millennials, email and short message service are tied for the second place. This is
supported by the survey conducted by Hubspot which found that 86 percent of customers
expressed a desire to receive at least one promotional email each month from businesses
with which they do business. Emails are the quickest method to remarket to prior
customers, make a sale, or convey company news with current or prospective clients
(Arcaleo, 2022). However, using emails also has its downsides. For some, they find a lack
of relevance in electronic mail at this point in time. Because the recipient does not see any
value in an email, they will frequently ignore it completely because they do not think it is
10
important. Before digital marketers can send email communications to a large audience,
they need to segment their target market and keep their individual requirements and
preferences in mind (Kiran, 2021). Furthermore, short message service was ranked third
by Generation Z, while the Millennials have it tied with electronic mail. Messages in
marketing are effective, but they need to be particular to be effective. People are quick to
respond adversely to unwelcome texts, and due to an increase in the number of fake
messages, people are hesitant about responding to SMS messages in general. On the other
hand, search engine optimization (SEO) came last in the ranking for most generations in
this study.
With the traditional marketing tools, among its six kinds, recommendation from a
friend/s was voted the most commonly used tool by the Generation Z and Millennials.
According to the survey published by Kantar in 2020, 93% of the participants particularly
trust their friends and family to get information about products and services. It is based on
a survey of 7,753 consumers from all over the world. Generation X, on the other hand,
have ranked television advertisement as their most commonly used tool. TV
advertisements accounted for sixty percent of Google, Facebook, and Netflix's total
marketing budgets in the United Kingdom. Why is there such a significant investment
being made by new media in traditional media? Because of the obvious fact that television
is effective. When it comes to the promotion of a brand, it is still the most effective method
to use. Through the use of television advertising, you may establish, construct, and expand
your brand. Increasing recognition of a brand through television advertising is more
effective than doing it through the use of sponsored posts or search results (Catalyst, 2016).
With regards to the other kinds of traditional marketing tools, they all have their own
11
advantages. For example, advertising on billboards is an effective method for getting one's
company, product, or cause in front of a large number of people. This is an effective
strategy for increasing awareness of the brand among the target audience. When compared
to other forms of advertising, billboards typically receive the greatest number of views and
impressions since they are positioned in areas that are frequented by a high volume of
people (Decker, 2019). Because of the rise of social media platforms, young-adults get
their information from those because of the convenience it offers. Nevertheless,
newspapers still have relevance and are not completely obsolete in these times. When it
comes to marketing to specific groups of customers, newspapers continue to play an
important role in the industry. If a business manages to get an advertisement published in
a newspaper, they will be able to communicate with a target audience that is more likely to
pay attention to what they have to say since they see the material published in that
newspaper as reliable (Till, 2017). According to the findings of the Media Ownership
Monitor or also known as MOM, the concept of radio continues to play an important role
as a source of information for Filipinos because it is able to reach even the most "remote"
locations (Media Landscapes, 2017).
The survey shows that the main reasons why the participants travel are the
following: to spend time on vacation, to visit friends and family, to visit resorts, to engage
in sightseeing activities, and some personal affairs. The participants' top reason for
traveling is for vacation. Recent research suggests that going on vacation might be
beneficial for both your physical and emotional health. It's possible that going on vacation
can help you feel more motivated, more cheerful, and less stressed. According to The New
York Times, cardiovascular disease (CVD) and hypertension may be brought on by
12
prolonged exposure to stress. Taking a vacation once every two years lowers a person's
likelihood of developing cardiovascular disease and having a heart attack. The next main
reason for people choosing to travel is to visit their friends and relatives. In the Philippines,
Filipinos value strong family ties. The majority of Filipinos place a high value on family
and regard it as the cornerstone of their social lives. Although the nuclear family is the
fundamental unit of the family, extended family members can have very close ties with one
another. It is possible that people will be encouraged to have relationships with their aunts
and uncles that are on par with the bond they have with their parents. Relationships that
are considered to be close within a family often extend beyond a person's genetic ties or
bloodlines to include more remote relatives, close neighbors, or even friends. The third part
is to visit resorts, and have plans to go sightseeing. A research project, which was finished
in October 2021 and titled "Rebuilding tourism in Asia-Pacific: A more conscious
traveler," was based on a survey that was given to 4,582 travelers from nine different
markets. These markets included Australia, Japan, India, Malaysia, Singapore, South
Korea, Taiwan, Thailand, and the Philippines. According to the findings, nearly 75 percent
of Filipinos value travel as a means to genuinely engage with communities and culture.
This includes the practice of immersing oneself in the culture and community of the
destination they are visiting.
13
Chapter 5
SUMMARY OF FINDINGS, CONCLUSION, RECOMMENDATION
This chapter presents the comprehensive summary of the study, conclusions, and
recommendations where the future researchers can draw and base their future studies from.
SUMMARY OF FINDINGS
1.
Based on table 1, the majority of the participants, specifically 80 out of 100,
are from the age range of 16 to 25 years old, while the
2.
Based on table 2
3.
4.
5.
6.
CONCLUSION
According to the findings of the survey, the researchers were able to draw the
conclusion:
14
that the largest number of respondents were from Generation Z, with the majority of those
respondents being female. The vast majority of members of Generation Z and Millennials
travel on multiple occasions over their lifetimes. In addition, when it comes to the digital
marketing tools, social media platforms are regarded as the tool that is considered to be the
most effective as well as the one that is preferred the most by all three generations. When
using more traditional marketing tactics, the recommendation made by friends and family
members is the one that is most trusted.
RECOMMENDATIONS
Based on the results of the study, the researchers would like to recommend the
following:
1. People who are in the tourism and hospitality industry need to be aware of how
they should reach their target audience by utilizing the various kinds of
marketing tools, whether those tools are digital or more traditional in nature.
2. The least preferred digital marketing tools are search engine optimization
(SEO) and short service messages (SMS), therefore, they should invest more in
utilizing the most preferred digital marketing tool which is the social media
platforms. Since many people are on social media platforms nowadays, people
in the tourism and hospitality industry should take advantage of that.
3. Digital marketing tools are more preferred than the traditional ones, but it does
not mean that traditional marketing tools are useless and obsolete. Radio
advertisements and door-to-door-sales, which are the least preferred traditional
15
marketing tool by all the three generations should only be utilized to the specific
targeted audience. For example, those people who live in rural places and does
not have a consistent good internet connection, they are most likely to depend
on radio advertisements for news and entertainment.
4. Emails are only second to the social media platforms as the most preferred
digital marketing tool. Its usefulness and popularity must be taken advantage
of. If a corporation does not already have an active email list, they must
immediately begin the process of constructing one. They ought to, in an ideal
world, have a subscription form on their website in order to welcome visitors
to their website to join their exclusive online community. They are then in a
position to reestablish contact with those individuals and turn them into paying
clients.
5. Having a website is essential to the success of any internet marketing initiatives
you undertake. As a result, businesses ought to optimize it on a regular basis in
order to enhance the user experience and increase their conversion rates.
16
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APPENDIX A
Letter
Appendix B
Survey questionnaire
Appendix C
Results
Appendix D
Curriculum Vitae
21
22
APPENDIX B
SURVEY QUESTIONNAIRE
23
24
25
26
27
28
29
APPENDIX C
BAR GRAPHS ABOUT THE QUALITY OF NATURE OF TRIPS
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31
32
33
34
35