Tourism during COVID-19: Perception of Students on the Effectiveness of Mass Media in Promoting Philippine Tourism

Abstract

Evolving in this new normal, the internet and smart phones became the household necessity that has a great impact to one’s everyday routine. Since Tourism is a discipline where media plays an essential role, most people are fascinated to visit a destination of their choice. Mass media became the primary source of information as it can reach a wide variety of audiences through the internet, radio, television, and social media platforms. It encourages tourism in various ways in attracting tourist, inform and persuade them to patronize and support all activities related to it. Tourists decide which airlines to fly, what hotel to book, visit the nearby attractions and shopping centers. By utilizing mass media as a form of promotion and advertisement of a specific destination, it could lead to the recovery of the tourism sector. The study utilized a quantitative research method and a descriptive design in order to collect quantifiable information from a sample of 120 respondents. According to the findings, the majority of the third year International Tourism & Hospitality Management students of Lyceum of the Philippines University Manila perceived that mass media plays a vital role in promoting Philippine Tourism. Media, as an effective medium for promoting health protocols, are essential tools to rebuild the future of Philippine tourism. This study has discussed in detail the use of mass media and its effect on companies on tourism industry. The most common use of mass media by travel companies is to establish contact with clients all around the globe in order to build and search for recovery plans once traveling is possible. Social media is an excellent medium for persuading the public to use preventive necessities. Awareness of tourism companies’ safety and health practices via social media during the COVID-19 will also ensure clients’ health and safety. To conclude, mass media has been effective in influencing visitor decision-making and might be an instrument to aid in the recovery of Philippine tourism. The use of internet during the pandemic is essential and can play an important role in attaining the industry’s goals.

Keywords: Pandemic, Tourism, Broadcast Media, Travel Information, Health Protocols

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