Chapter 3

METHODOLOGY

In this chapter the researchers discussed the methodology and the procedure

that employed in the study. The following part included research design used in the

conduct of the study, the locale, the participants, procedure followed and statistical

tool.

Research Design

The researchers used a descriptive quantitative. This method is designed for

the researchers to gather information about present existing conditions relevant to the

influences of social media on marketing and promotions of the tourism and hospitality

industry. This type of method aimed in describing the nature of a situation, as it exists

at the time of the study and to explore the causes of particular phenomena.

Research Setting

The study was conducted on different hotels and restaurants that are located

within Dipolog City, Zamboanga del Norte. These are the possible establishments;

ten(10) hotels including Mibang Hotel, GV Hotel, Top Plaza Hotel, D’ Hotel, Camila

1, Camila 2, West End Court, Missio Dei, Ariana Hotel, C&L Innand ten (10)

Restaurants including McDo, Jollibee, Greenwich, Mang Inasal, Chowking, Ati-

atihan, Big Joss, Chicken Inato, Chapters, C&L Fast Food in Dipolog City, mostly

located in close proximity within the city.

Respondents of the study

There were 75 sample size selected from 93 target population using Slovin’s

formula. The respondents of the study were hoteliers or employees coming from

different hotels and establishments that are currently using social media in order to

promote their businesses. These establishments are located within a close proximity in

Dipolog City. This study included employees who are in charge of social media

marketing strategies, either sales or marketing managers, online communication

manager, and assistant of marketing manager or simply general managers.

Slovin’s Formula

N = population size =93 93

n = sample size = 75 n=

e = margin error = 5% 1+93 (.05)²

93

1.2325

= 75
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Table 1
Distribution of Respondents
A. Hotels Frequency or Number Percentage
of
HR/Supervisor/Manager
Mibang Hotel 2 2.2%
GV Hotel 4 5%
Top Plaza 6 8%
D’ hotel 3 3.2%
Camila 1 2 3.2%
Camila 2 2 3.2%
West End Court 2 3.2%
Missio Dei Hotel 2 3.2%
Ariana hotel 5 6.5%
CL Inn 2 2.2%
B. Restaurants
McDo 10 13%
Jollibee 15 20.4%
Greenwich 3 4.3%
Mang Inasal 5 6.4%
Chowking 3 4.3%
Ati-Atihan 2 3.1%
Big Joss 2 2.2%
Chicken Inato 2 3.2%
Chapters 2 2.2%
C&L fast food 1 1%
Total No. of Respondents 75 100%

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Research Instrument

The study used a survey questionnaire as the main gathering instrument in

order to obtain the necessary information that pertains to the influences of social
media in the tourism and hospitality industry of Dipolog City. Interview will also be

used to support and validate data to be gathered later in the study.

The questionnaire was divided into three parts. The first part is the business

profile and respondents’ profile, second part is to determine the influences of social

media to the marketing and promotions of tourism and hospitality industry and which

social media flat forms where mostly used by hotels and restaurants in advertising

their products and services, and the third part is to assess the marketing and promotion

practices of business establishments in tourism and hospitality industry.

Validation of Research Instrument

The questionnaire designed for the study is subjective for a validation process for

face and content validity. There would be experts to check the research questions and

the questionnaire carefully to ascertain the appropriateness and adequacy of the

instrument. In the validation process of this study, copies of the questionnaire and

copies of the research questions will be given to some professors of Hotel and

Restaurant Management Department. After validating the questionnaire, a pilot testing

will be administered to the HRM students. This is to be done in order to see: 1) how

the subject will react to the questionnaire; 2) whether the items are clear enough and

easily understood; 3) whether there is the need to include more items in certain areas;

or 4) whether there are some items to which they would not like to respond; as well as

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5) to determine the workability of the proposed method of data analysis for the study.
However, with the aid of the pilot test, the researcher will be able to understand the

ambiguity of some items and will modify it to the level of the questionnaire. That is,

the researcher will resort in using simple English.

Data Gathering Procedure

The data were gathered through using of survey questionnaire made by the

researchers. The researchers formulated relevant questions to come up with an

efficient questionnaire that help in assessing how social media influences the

marketing and promotions of tourism and hospitality industry. Questionnaires were

personally distributed by the researchers to various hotels and establishments within

the city of Dipolog.

In collecting the data, there were 75 questionnaires given in different

establishments which came from 10 hotels and 10 restaurants on the said location.

Statistical Treatment

All the data were gathered, tallied, encoded and interpreted using different

statistical tools. These include percentage, frequency of distribution and weighted

mean which are used base on the purpose of the study. The use of Likert rating scale

were used in second part of questions such as determining the influences of social

media to the marketing and promotion of tourism and hospitality industry, which

social media flat forms where mostly used by hotels and restaurants in advertising

their products and

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services. The Likert rating scale was also used in Part III to assess the marketing and

promotion practices of business establishments in tourism and hospitality industry.