1.

Demographics
A. Distribution of respondents according to age.

Age of the respondents Frequency Percent Cumulative Percent

25 to 34 years 111 53.1 75.5
20 to 24 years 46 22.0 22.1
35 to 44 years 41 19.1 94.7
45 years and above 11 5.3 100.0
TOTAL 209 100

Out of 209 individuals, 111 are between 25 to 34 years old. This is about

53% of the totality of respondents. About 22% or 46 out of 209 respondents are

between 20 to 24 years old. Only 19.1% are between 35 to 44 years old or only

41 out of 209 respondents. Lastly, only 5.3% or 11 out of 209 respondents are 45

years old and above.

B. Distribution of respondents according to sex.

Sex of respondents Frequency Percent Cumulative Percent

FEMALE 130 62.2 100.0
MALE 79 37.8 37.8
Total 209 100.0

Table B shows the distribution of respondents according to sex. More

than half of the respondents were female which is equal to 130 out of 209 or

62.2%. While less than half or only 79 out of 209 or 37.8% is male.
C. Distribution of respondents according to marital status.

Marital Status Frequency Percent Cumulative Percent

SINGLE 132 63.2 63.2
MARRIED 77 36.8 100
Total 209 100.0

Based on the distribution of respondents according to marital status

which is was shown in Table C, majority of them are single (132 out of 209 or

63.2%) while the minority (77 out of 209 or 36.8 %) are married.

D. Distribution of respondents according to occupation.

Occupational Status Frequency Percent Cumulative Percent

EMPLOYED 182 87.1 87.1
SELF-EMPLOYED 27 12.9 100
Total 209 100.0

Looking at the distribution of respondents according to occupation,

almost all of them are employed (182 out of 209 or 87.1%) and only less than a

quarter (27 out of 209 or 12.9%) are self-employed.

E. Distribution of respondents according to personal income.

Income of the respondents Frequency Percent Cumulative Percent

25,000 – 35,000 82 39.2 66.5
10,000 – 20,000 57 27.3 27.3
40,000 – 50,000 39 18.7 85.2
60,000 and more 31 14.8 100.0
Total 209 100 100.0

Table E shows the distribution of respondents according to personal

income. Statistics shows that less than half (82 out of 209 or 39.2%) of the

respondents earned at least 25, 000 pesos and at most 35, 000 pesos. More
than a quarter (57 out of 209 or 27.3%) of the respondents earned at least 10,

000 pesos and at most 20, 000 pesos monthly. About 39 out of 209 or 18.7%

earned at least 40, 000 pesos and at most 50, 000 pesos a month. And only 31

out of 209 or 14.8% of the total respondents earned at least 60, 000 monthly.

2.

Table 1. Online Review Characteristics which influence hotel decision makers

in choosing Boracay Hotels.

Online Review Characteristics Min Max Mean Stan. Dev.

Review source identity 1 5 4.28 .688
Responding message from service
2 5 4.08 .747
provider
Review Content 1 5 3.97 .744
Rating Valence 1 5 3.90 .750

Legend:
0.1 – 1.0 With Very Low influence
1.1 – 2.0 With Low influence
2.1 – 3.0 With moderate influence
3.1 – 4.0 With high influence
4.1 – 5.0 With Very high influence

Table 1 shows the Online Review Characteristics which influence hotel

decision makers in choosing Boracay Hotels. Statistics shows that Review

source identity or the personal characteristics and information of the person

who posted the review in any social media platforms and responding message

from service provider or referred as the process by which the service provider

responses to customers questions, comments, feedbacks, or any forms of

messages related to the service experienced has a very high influence in

customers’ hotel booking decision in selecting Boracay hotels (Mean = 4.28,

SD = 0.688) and (Mean = 4.08, SD = 0.747), respectively. While Review content

or the message content of the review either negative or positive that influences

the customers and Rating valence or the degree of emotion that the

customers are experiencing towards the online reviews they read in the

internet has a high influenced in customers’ hotel booking decision in selecting

Boracay hotels (Mean = 3.97, SD = 0.74) and (Mean = 3.90, SD = 0.750),

respectively.

Table 2. Social Media brand attributes which influence customers’ hotel

booking decision in choosing Boracay Hotels.

Social Media brand attributes Min Max Mean Stan. Dev.

Informative 2 5 4.52 .588

Convenient 2 5 4.52 .593
Accessible 2 5 4.51 .590
Reliable 2 5 4.47 .600
Trustworthy 2 5 4.41 .629
User-friendly 1 5 4.38 .627
Unique 1 5 4.31 .640

Legend:
0.1 – 1.0 With Very Low influence
1.1 – 2.0 With Low influence
2.1 – 3.0 With moderate influence
3.1 – 4.0 With high influence
4.1 – 5.0 With Very high influence
Table 2 shows the Social Media brand attributes which influence

customers’ hotel booking decision in choosing Boracay Hotels. The statistics

shows that Informative which refer to us as the published contents in hotel’s

social media brand which consists of detailed, accurate, and complete

information that the customers can read and assess (Mean = 4.52, SD = 0.588),

Convenient or the customer’s feeling of comfort and hassle-free experience

while navigating the hotel’s social media brand (Mean = 4.52, SD = 0.593),

Accessible or the availability and accessibility of the social media brand for

the customers who are searching and navigating a particular hotel’s social

media brand (Mean = 4.51, SD = 0.590), Reliable or the customers’ comfortable

feeling to depend and trust the information published in the hotel’s social

media brand (Mean = 4.47, SD = 0.600), Trustworthy or the reliability and

truthfulness of social media brand that the target audiences are aiming for

(Mean = 4.41, SD = 0.629), User-friendly or one of the attributes of the social

media brand which is easy to use, no difficulty in exploring, and hassle free

experience (Mean = 4.38, SD = 0.627), and Uniqueness or the distinctive identity

of the hotel’s social media brand that no among other competitors can imitate

and can also stand out from the crowd (Mean = 4.31, SD = 0.640) has a very

high influence on the customers’ hotel booking decision in choosing Boracay

Hotels.

3.

Table 3. Chi-square test statistics value for online review characteristics that
might affect the customers’ hotel booking decision in selecting Boracay hotels.

Pearson Chi-Square Continuity Correction

Online Review Characteristic
statistic p-value statistic p-value
Rating Valence 29.07 0.000 27.12 0.000
Review Content 31.60 0.000 29.55 0.000
Responding message from 28.44 0.000 26.36 0.000
service provider
Review source identity 10.06 0.002 8.52 0.004
 Table 3 shows the Chi-square test statistics value for online review

characteristics that might affect the customers’ hotel booking decision in

selecting Boracay hotels. Chi-square test for independence was used to

evaluate the effect of the independent variables such as the online review

characteristics and social media brand attributes to the dependent variable –

customer’s hotel booking decision. The statistics shows that rating valence or

the degree of emotion that the customers are experiencing towards the online

reviews they read online has a chi-square value of 27.12 and p-value 0.00 (use

the Chi-square value with continuity correction because the statistic was taken

from a 2x2 table) this suggest the non-rejection of the null hypothesis which

states that customers’ hotel booking decision is dependent on rating valence

or the degree of emotion that the customers are experiencing towards the

online reviews they read online. This result is also true for review content or the

message content of the review either negative or positive that influences the

customers (𝜒² = 29.55, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 = 0.00), responding message from service

provider or the process by which the service provider responses to customers

questions, comments, feedbacks, or any forms of messages related to the

service experienced (𝜒² = 26.36, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 = 0.00), and Review source

identity or the personal characteristics and information of the person who

posted the review in any social media platforms (𝜒² = 8.52, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 = 0.004).
Table 4. Chi-square test statistics value for social media attributes that might
affect the customers’ hotel booking decision making in selecting Boracay
hotels.

Pearson Chi-Square Continuity Correction

Social Media brand attributes
statistic p-value statistic p-value
Accessibility 5.65 0.017 3.89 0.049
Informative 13.13 0.000 10.49 0.001
Convenient 15.97 0.000 12.90 0.000
Reliable 4.34 0.037 2.89 0.090
Unique 5.131 0.024 3.79 0.052
User-friendly 8.42 0.004 6.68 0.010
Trustworthy 8.14 0.004 6.09 0.014

Table 4 shows the Chi-square test statistics value for social media

attributes that might affect the customers’ hotel booking decision in selecting

Boracay hotels. The statistics show that social media brand attributes such as

Reliable or the customers’ comfortable feeling to depend and trust the

information published in the hotel’s social media brand (𝜒² = 8.52, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 =

0.090), and Unique or the distinctive identity of the hotel’s social media brand

that no among other competitors can imitate and can also stand out from the

crowd (𝜒 2 = 8.52, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 = 0.052), both have a p-value greater than 0.05.

This means rejection of the null hypothesis in favor of the alternative hypothesis

which states that customers’ hotel booking decision is independent of these

variable – reliability and uniqueness of social media brand.

The rest of the variables on the other hand, such as Accessibility or the

availability and accessibility of the social media brand for the customers who

are searching and navigating a particular hotel’s social media brand (𝜒² =

3.89, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 = 0.049), Informative or the published contents in hotel’s social

media brand which consists of detailed, accurate, and complete information

that the customers can read and assess. (𝜒² = 10.49, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 = 0.001),

Convenient the customer’s feeling of comfort and hassle-free experience

while navigating the hotel’s social media brand (𝜒² = 12.90, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 =

0.000), User-friendly or the attributes of the social media brand which is easy to

use, no difficulty in exploring, and hassle free experience (𝜒² = 6.68, 𝑝 −

𝑣𝑎𝑙𝑢𝑒 = 0.010), and Trustworthy – the reliable and truthful social media brand

that the target audiences are aiming for (𝜒² = 6.09, 𝑝 − 𝑣𝑎𝑙𝑢𝑒 = 0.014), has a

p-value smaller than 0.05. This means acceptance of the null hypothesis which

means that customers’ hotel booking decision is dependent on these five

variables.

4.

Table 5. Pearson r Correlation which shows the effect of Online Review

Characteristics and Social Media brand Attributes to hotel booking decision
making.

Pearson Correlation
Online Review Characteristic
statistic p-value
Rating Valence 0.373 0.000
Review Content 0.389 0.000
Responding message from service provider 0.369 0.000
Review source identity 0.219 0.001

Pearson Correlation
Social Media brand attributes
statistic p-value
Accessibility 0.164 0.017
Informative 0.251 0.000
Convenient 0.276 0.000
Reliable 0.144 0.037
Unique 0.157 0.024
User-friendly 0.201 0.004
Trustworthy 0.197 0.004
 Table 5 shows the Pearson r Correlation which shows the effect of Online

Review Characteristics and Social Media brand Attributes to hotel booking

decision making. The statistics show that there are positive correlation between

the independent variables such as online review characteristics and social

media brand attributes and the dependent variable which is the customers’

hotel booking decision. This mean that the degree of emotion that the

customers are experiencing towards the online reviews they read on the

internet, the message content of the review either negative or positive that

influences the customers, the process by which the service provider responses

to customers questions, comments, feedbacks, or any forms of messages

related to the service experienced, the personal characteristics and

information of the person who posted the review in any social media platforms,

the availability and accessibility of the social media brand for the customers

who are searching and navigating a particular hotel’s social media brand, the

published contents in hotel’s social media brand which consists of detailed,

accurate, and complete information that the customers can read and assess,

the customer’s feeling of comfort and hassle-free experience while navigating

the hotel’s social media brand, the customers’ comfortable feeling to depend

and trust the information published in the hotel’s social media brand, the

distinctive identity of the hotel’s social media brand that no among other

competitors can imitate and can also stand out from the crowd, the attributes

of the social media brand which is easy to use, no difficulty in exploring, and

hassle free experience, and the reliable and truthful social media brand that
the target audiences are aiming for, they all affect the customers hotel

booking decision.