THE Social Media Marketing Performance of Travel and Tour Agencies in Zamboanga PENINSULA

Abstract

This descriptive-correlation study sought to assess the social media marketing performance of travel and tour agencies in the Zamboanga Peninsula. It also examined whether there is an association between the agency characteristics, such as age, sex, educational attainment, years in operation, number of employees, number of social media followers, and the type of services provided, and social media marketing performance across five domains: attracting, engaging, retaining, learning, and relating. Thirty agency owners or managers were chosen as respondents, utilizing an adapted survey questionnaire. The survey employed a five-point Likert scale, and a chi-square test was used in the data analysis. Results indicated that the overall social media marketing performance was satisfactory, with the 'attracting' domain scoring highest and retaining' the lowest. Chi-square analysis revealed no significant association between agency characteristics and overall social media marketing performance. These findings emphasize that agency characteristics alone do not predict effective digital marketing performance and that strategic content development may be more critical.