SOCIAL MEDIA ENGAGEMENT AND CUSTOMER LOYALTY OF HOTEL

GUESTS

A Tourism Research Presented to The Faculty of Bachelor of Science in Tourism

Management Program

In Partial Fulfillment of the

Requirements for the Subject

Research in Tourism

Casumpo, Danessa

Magallano, Christine Joy

Mapa, Kimberly

November 13, 2024

 CHAPTER 1

Introduction
Social media engagement is the users experience with digital platforms such

as Facebook, Twitter (X), and Instagram. It allows users to engage with individuals

and organizations to create and share different content in their respective social

networks as O’Brien (2011) on its definition of user engagement cited by a study of

Mc-Cay-Peet and Quan-Haase (2016). On the other hand, customer loyalty

according to Ludin and Cheng (2014) is an act of customers who are consistent

when purchasing a product or service to the same brand, thereby an established

relationship between customers and organization. In spite of the circumstances

arises during its process in an organization, customers who are loyal likely refuse to

change brands.

From an international perspective, an existing literature of cultural factors that

affect engagement and loyalty was not fully address of how different cultural context

within the country affecting engagement and its effectiveness, how long-term effects

of social media engagement on customer loyalty evolve over time in the study of

Ningthoujam, et al. (2020). However, in the study of Nkosi, M. (2024) in South Africa

primarily focuses on social media engagement on brand loyalty, where there is still a

lack investigation into social media reach, sentiment analysis, or influencer impact,

which could provide a more comprehensive understanding of the dynamics between

social media engagement and brand loyalty.

In the Philippines, it was identified some factors influencing customer loyalty,

however, there was limited factors like social media engagement influencing

customer loyalty in different areas, specifically for hotel guests which was not explore
yet, such as how these factors interact with each other or establish clear

relationships De Jesus, et al. (2023). On the other hand, in the study of Canet, et. al

(2023) it has been examined that social media is a powerful platform for promoting

and boosting a destination, however, there are still problem existing about other

factors that could influence social media.

Additionally, in a local perspective, an existing literature of Daruday, et al.

(2024) on social media marketing and customer engagement has found the lack of

investigation in the specific impact of each social media marketing domain on

customer engagement. And how customer motivations, preferences, and behaviors

in response to various social media marketing strategies. Additionally, the lack of

investigation of the role of emerging technologies in enhancing the effectiveness of

social media marketing efforts. On the other hand, a study of Silud, et. al (2019),

found that there are lack of limited factors that has not yet been explored by other

local literature, such as consumer preferences affecting their loyalty by the hotel

brand establishment rendered services.

It integrates the Vision and Mission of the institution of Holy Cross of Davao

College by fostering a vibrant community of believers, it can utilize social media to

create a sense of belonging among students, alumni, and the broader community.

Social media engagement serves as a platform for promoting global conversations

on sustainable development, allowing organizations to engage with diverse

audiences and foster collective action. In contrast, in national level, active

engagement on social media allows brands to address local concerns and

participate in conversations around national policies and community initiatives,

enhancing their reputation and building loyalty among customers who appreciate
their involvement. Regionally, social media can highlight community-specific efforts

and successes, creating a deeper emotional connection with local audiences.

It has been identified that there is a significant need for research that

examines how social media engagement leads to sustained customer loyalty over

months or years, that long-term findings may become outdated because to the quick

evolution of social media platforms, which makes conducting ongoing research

resource- and logistically demanding Santini, et. al (2020). On account of the fact

that in this period of time, all individuals are using technology, specifically social

media platforms where people engaged with everyone and gather information. Thus,

technology is vastly evolving, and the market are also adapting to the innovation of

society.

Statement of the Problem

The study will be sought to determine the relationship of social media

engagement and customer loyalty of hotel guests. This study specifically aimed to

address the following objections:

1. What is the level of social media engagement in terms of:

1.1 Passive Engagement; and

1.2 Active Engagement

2. What is the level of customer loyalty in terms of:

2.1 Affective Loyalty; and

2.2 Conative Loyalty

3. What is the relationship between social media engagement and

customer loyalty of hotel guests?

 4. Does social media engagement significantly influence customer loyalty

of hotel guests?

Hypothesis

The null hypothesis will be tested at .05 level of significance:

H01: There is no significant relationship between social media engagement

and customer loyalty of hotel guests.

H02: Social media engagement does not significantly influence customer

loyalty of hotel guests.

Theoretical Framework

This study is embedded in the study of social exchange theory, Homans

(1958) which posits that relationships are built on the perceived benefits and costs

involved in interactions. In the context of hotel guests, social media engagement can

enhance the perceived value of the customer experience, leading to increased

loyalty. Engaged customers are more likely to feel a sense of community and

connection with the brand, resulting in higher trust, reduced uncertainty, and access

to tailored offers or special treatment. And by exploring how various levels of social

media engagement influence different aspects of hotel guest loyalty, the study aims

to uncover how these dynamics can enhance overall hotel performance and provide

a sustainable competitive edge in the marketplace.

Conceptual Framework

This study examines the significant relationship between Social Media

Engagement and Customer Loyalty of Hotel Guests.

 Figure 1: The Conceptual Framework of the Study

Figure 1 represents the conceptual framework of the study, the independent

and dependent variables. The independent variable is social media engagement,

and measures in terms of the following indicators, which are passive engagement

and active engagement. The dependent variable, on the other hand, is customer

loyalty and measured in terms of the following indicators, which are affective loyalty

and conative loyalty. Thus, this study aims to determine if there is a significant

relationship between social media engagement and customer loyalty of hotel guests

and if social media engagement does not significantly influence customer loyalty of

hotel guests.

Significance of the study

The researchers believe that the result of this study is beneficial to the following:

Hotel Industry. The primary beneficiaries of this study will be the industry,

particularly the local hotel companies and its owners in Davao City. Considering

social media engagement has a good impact on helping businesses in creating

customer relationships, social media platforms are also essential for improving

business sales (Riaz, 2023). Thus, it will enable them to determine the noteworthy

correlation between customer loyalty and social media engagement.

 Social Media Manager. By analyzing how social media engagement

influences customer loyalty in the hotel industry and utilizing customer engagement

and participation to improve the guest experience and their satisfaction in the

business, they will be able to realign their knowledge in creating content, strategies,

and engagement to more effectively meet the needs of guests (Solem 2016).

Hotel Guests. With the help of social media, the findings of this study can

also be used to enhance the overall experience of visitors by interacting with the

businesses' social media pages. This will increase brand attachment, which in turn

encourages greater happiness, loyalty, and positive word-of-mouth (Jahn 2014), and

ultimately help to improve Davao City's hospitality industry.

Future Researchers. This study can be another reference of another

research in another setting and different respondents. This can also be a possible

research topic for their study.

Definition of terms

The following operational definitions will be used in this research:

Social media engagement. Refers to a customer’s interaction with content

on social media sites such as Facebook, Instagram, and Twitter are referred to

engagement but through media platforms. It encompasses different activities like

direct messages, sharing, comments, and liking contents from a brand.

Customer loyalty. Refers to customers that consistently prefer a company or

brand about its other competitors. It encompasses positive experiences such as

receiving high-quality products, good customer support, and customer strong

emotional connection with a brand.

 Passive engagement. Refers to the behavior of users who consume content

like scrolling through feeds, watching videos, or reading articles without taking any

active steps to interact, such as liking, commenting, and sharing.

Active engagement. Refers to users who are actively participating by liking,

commenting, sharing, and responding to content instead of just passively taking it in.

It showcases how involved users are and how they interact on social media

platforms.

Affective Loyalty. Refers as emotional bond and good vibes a customer

feels for a brand. It comes from being satisfied and having that emotional link, which

makes customers pick the brand time and again because they genuinely like it, not

just for practical reasons.

Conative Loyalty. Refers to when a customer really intends to buy from a

brand again or keep using it. It goes beyond just liking the brand it shows that the

customer is committed and has a strong desire to make that choice in the future.
 CHAPTER 2

Methodology

This section discusses the structure of methods that will be employed in the

study. It outlines the research design, data gathering procedure, and analytical

methodologies. For researchers to attain the objectives of the study effectively, this

will guarantee a thorough understanding of the data gathering and analyzing

process.

Research Design

The researchers of this study will use a descriptive-predictive approach

design. This will be used to investigate and analyze the relationship between social

media engagement and customer loyalty of hotel guests. Thus, researchers in this

study will be able analyze thoroughly the relationship of social media engagement

and customer loyalty of hotel guests. As stated by Hirose and Creswell (2022),

descriptive research design is suitable for use as it gives a thorough understanding

of an occurrence where researchers will be able to understand its characteristics and

background of the study subjects. Moreover, this approach is useful to this study for

creating new insights when exploring a new area of a study without changing any

variables. Therefore, descriptive research will be appropriate to use when seeking to

describe the occurrence of a variable and or the relationship between variables.

Additionally, in this study will not only use one approach, however, a predictive

approach design will also be employed in order to improves the understanding of

data relations, producing insights that are more accurate and beneficial. In

accordance with Montgomery and Runger (2020) statement, that in order to predict
future results, the predictive approach is suitable for finding patterns and

relationships in data. It makes it less difficult for researchers to predict developments

in various kinds of sectors by enabling them to base their conclusions on statistical

models and trends. A quantitative design, a study that quantify relationships,

behaviors, or occurrence, allowing for statistical analysis and generalization of

findings. It is effective in testing hypothesis, measuring social media engagement

and customer loyalty resulting in it suitable to use for the collecting and analysis of

objective data.

Data Gathering Procedure

The researchers will ask for consultation from the research adviser to conduct a

survey, after getting the approval of the study entitled “Social Media Engagement

and Customer Loyalty of Hotel Guests” and a validated survey questionnaire. The

Researchers will then conduct the survey only inside Davao City through online

platform (Google form). A letter of consent will be handed to the respondents who

will participate in the study and will distribute the approved and validated

questionnaires to potential respondents. Researchers will explain some terms to the

respondents to answer with full knowledge and request respondents to answer the

questions with honesty. After gathering the completed data from the survey, the

researchers will organize and tallied collected data using appropriate statistical tools

for further interpretation based on data.

Sampling Technique

The study will employ simple random sampling. Based on Cresswell (2017) it

is an appropriate method to employ considering each member of a population has an

equal chance of being selected, thereby making it useful in eliminating biases and
insuring an accurately representative sample. As this study is focused on the

relationship of independent and dependent variables, social media engagement and

customer loyalty on a specific demographic which ensures that each individual within

the demographic this study is focusing on has an equal chance of being included,

thus, ensuring the reliability of the result in gathering data. This method will thus

serve effectively for this study given that it requires statistical validity and findings

that can be applied to other settings.

Scope and Limitation

This study will aim to investigate the relationship between social media

engagement and customer loyalty of hotel guests. The researchers of this study will

institute an inclusion criterion for the respondents of this study, particularly

respondents who are 18 years old and above, that should already have an

experience staying in a hotel as a guest. The researchers will conduct a survey of

300 individuals, undertaken only in Davao City. Consequently, individuals residing

outside Davao City will not be eligible to participate in this survey.

Statistical Analysis Treatment

A survey that the researchers will conduct will be based on a questionnaire

that has been adapted and will examine the information using quantitative data

analysis tools:

Mean. This tool will be utilized to describe the level of social media

engagement and customer loyalty.

Pearson, r. This tool will be utilized to evaluate if there is a significant

relationship between social media engagement and customer loyalty.

 Simple Linear Regression. This tool will be utilized to determine the

significant influence of social media engagement to customer loyalty.

Research Instrument

The researchers will use one adapted survey questionnaire for independent

and dependent variable. The adapted questionnaire is entitled “Engagement-Based

Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel

Industry” by Asperen et al. (2017). The adapted survey questionnaire has Cronbach

alpha coefficient values all scores were higher than .80, which indicates high

reliability of the scales, and the items are accepted for analysis. Furthermore, the

adapted survey questionnaire will still undergo for validity testing before conducting a

survey to ensure the consistency and accurate findings when collecting data. The

response options in the survey questionnaire items of independent variable and

dependent variable; social media engagement and customer loyalty will consist of a

5--point Likert measurement scale, with scores ranging from 1 = strongly disagree to

5 = strongly agree.

The following are scales for interpretation of factors that will affect Social

Media Engagement and Customer Loyalty of Hotel Guests:

Scale Mean Range Descriptive Level Descriptive Interpretation

5 4.20 – 5.00 Very High Always observed.

4 3.40 – 4.19 High Oftentimes observed.

3 2.60 – 3.39 Moderate Sometimes observed.

2 1.80 – 2.59 Low Rarely observed.

1 1.00 – 1.79 Very Low Never observed.

 Figure 2: Scale of social media engagement

Figure 2 presents the scales that will be apply by the researchers in the

interpretation of data under the factors that affect Social Media Engagement using a

5-point Likert scale.

Scale Mean Range Descriptive Level Descriptive Interpretation

5 4.20 – 5.00 Very High Always observed.

4 3.40 – 4.19 High Oftentimes observed.

3 2.60 – 3.39 Moderate Sometimes observed.

2 1.80 – 2.59 Low Rarely observed.

1 1.00 – 1.79 Very Low Never observed.

Figure 3: Scale of customer loyalty

Figure 3 presents the scales that will be apply by the researchers in the

interpretation of data under the factors that affect Customer Loyalty using a 5-point

Likert scale.

Ethical Considerations

It is important to keep ethics in mind when performing research, ethical

considerations should be considered. The researcher will receive research-related

information and assurances of ethical values like confidentiality and privacy. In

conducting this study, the researchers will follow some of the certain code of conduct

and respect.

Informed Consent. The researchers will use informed consent to conduct

interviews in the form of a formal letter since the respondent are 18 years old and

above considered of legal age. The invitation to the participants will ensure that their
participation in the research will be completely voluntary in nature and will be based

on the understanding of adequate information. All participants will be given an

informed consent form before answering the survey and participating in the research

process. The purpose of the informed consent letter is to introduce the research

effort, articulate the intent of the study, request voluntary participation by the

recipients, and anticipate the information that the informants will be expected to

provide. The participants will be required to sign and return the letter of consent to

the researcher before participating in the research.

Privacy and Confidentiality of Information. Participants in the research will

be given the utmost protection for their privacy and confidentiality. The participants'

private information will not be made public. Since the participants will be involved

and their perspectives and views will be made known, the focus group discussion will

provide valuable insight. To protect their privacy and the confidentiality of their

identities, the researchers will employ pseudonyms for the latter.

Risk Assessment. The participants will be assured there will be no dangers,

risks, associated during and after the process. To ensure the safety and well-being of

participants, any potential risk related to physical, emotional, or psychological risks

will be measured to minimize. Given the survey will be taken online, there are no

physical risks identified to participants. Additionally, the study are carefully designed

to avoid causing any form of distress and discomfort to participants, as questions

from the survey use neutral and non-invasive language. The findings of this study

will be beneficial to the participants since they will receive feedback on the findings.

On the side of the researchers, participants will be given the chance to create

relevant information in this summary of the study's findings.

 Research Design. The researchers in this study are using a

descriptive-predictive method design, which is suitable for addressing the research

questions that will be used to examine and evaluate the relationship between social

media engagement and customer loyalty. In addition, the participants will be at least

eighteen years old, and the researchers will settle, minimize, and safeguard the

participants in order to ensure their safety and well-being in the unlikely

circumstance that any harm may occur during the survey.

Conflict of Interest. The researchers will ensure professionalism and declare

that they have no conflicts of interest to avoid compromising the researchers’

professional judgment throughout the survey. This study is not funded nor sponsored

by any individuals or companies and ensures that the financial resources will come

from the researchers themselves and from their families. This will guarantee that the

information provided by the respondents will be utilized confidentially and fairly.

Therefore, the researchers will guarantee not to manipulate the results of this study

and rest assured that they will not gain anything but knowledge only.
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