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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Kiven G. Olivar, Kirby S. Acquiatan, Patricia Mae S. Palado
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DOI:10.17265/2328-2169/2023.02.002
University of Mindanao, Davao City, Philippines
This paper aims to determine the mediating effect of social media on the relationship between travel behavior and tourist preference. This paper utilized the mediation analysis design to determine whether social media significantly affects the independent and dependent variables. For the statistical tools, the proponents of the study utilized descriptive statistics, Sobel’s test, mean and standard deviation. Also, the proponents of the study utilized data from questionnaires gathered through an online google form. Most of the respondents are single females, college-level, and use Facebook most of the time. Therefore, this is the social media platform that the majority utilize. It has been revealed in the study the three sets of correlated variables: Travel behavior vs. tourist behavior, travel preference vs. social media, and social media vs. tourist behavior, have a strong positive linear relationship between the two quantitative variables. Thus, the study proponents concluded that there is an indirect effect between the travel preference and tourist behavior of local tourists in Davao City via social media. Lastly, the study’s findings reveal the fundamentals of how visitors make decisions, which are essential for enhancing the competitive advantages of cultural destinations. Significant findings from the study are beneficial to the growth of cultural tourism in Davao City.
travel preference, tourist behavior, social media, mediating effect
Journal of Tourism and Hospitality Management, Mar.-Apr. 2023, Vol. 11, No. 2, 51-59, doi: 10.17265/2328-2169/2023.02.002.
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