The Influence of Social Media Advertisement on Local Tourist Preference in Cateel Tourism Industry

Abstract

This study investigated the influence of social media advertising on local tourist preferences in Cateel, Davao Oriental. A descriptive-correlational design was employed, using a structured survey administered to 377 local tourists aged 18–60 across 10 barangays, selected through stratified random sampling. Key advertising variables included informativeness, utilization, and destination image, while tourist preference was measured through impact reach, purchase decisions, behavioral intentions, and satisfaction. Regression analysis revealed a strong positive relationship between social media advertising and tourist preference (R = .781, R² = .609, p < .001), with destination image emerging as the most influential factor. The standardized coefficient for social media advertisement was β = .781 (t = 24.185, p < .001), indicating substantial predictive strength. ANOVA results showed significant differences in advertising influence across age groups (p = .003), with younger respondents (18–23) reporting higher engagement than older groups (48–60). These findings suggest that targeted digital strategies particularly those emphasizing destination image can effectively enhance tourist responsiveness and satisfaction. The study provides empirical evidence to guide tourism stakeholders in optimizing social media campaigns to align with local tourist behavior.