IMPACT OF SOCIAL MEDIA PLATFORMS AND ONLINE REVIEWS ON TOURIST

BOOKING DECISIONS IN MAKATI CITY

Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the analysis and interpretation of the data gathered in this study.

The course of the analysis and interpretation was guided by the problems presented in Chapter

1.

1. Profile of the Respondents

Table 1
Profile of the Respondents

PROFILE Frequency Percentage

Age 20 & Below 19 21.60

21 - 25 35 39.80
26 - 30 13 14.80
31 - 35 11 12.50
36 & Above 10 11.40
Total 88 100.00

Gender Male 39 44.30

Female 46 52.30
Prefer Not to Say 3 3.40
88 100.00

Ave Monthly Income 20 k& Below 44 50.00

20,001 - 30k 22 25.00
30,001 - 40k 14 15.90
40,001 & above 8 9.10
88 100.00

Frequency of visits Once 26 29.50

2 to 3 42 47.70
4 to 5 12 13.60
More than 5 8 9.10
88 100.00
 Table 1 presents the respondent’s profile. According to the data, 35 or 39.80% of the

respondents were aged 21 to 25, followed by 19 or 21.60% who were 20 and below, while 13 or

14.80% were aged 26 to 30, 11 or 12.50% were 31 to 35, and 10 or 11.40% were 36 and above.

In terms of gender, 46 or 52.30% of the respondents were female, 39 or 44.30% were male, and

3 or 3.40% preferred not to disclose their gender. For monthly income, 44 or 50% earned

₱20,000 and below, 22 or 25% earned ₱20,001 – ₱30,000, 14 or 15.90% earned ₱30,001 –

₱40,000, and 8 or 9.10% earned ₱40,001 and above. Regarding visit frequency, 42 or 47.70%

had visited 2 to 3 times, 26 or 29.50% visited once, 12 or 13.60% visited 4 to 5 times, and 8 or

9.10% visited more than five times.

Overall, the results show that most respondents are predominantly young adults aged 21

to 25, which aligns with the findings of Alejo et al. (2025) and Marie (2024), who noted that

Generation Z and younger Millennials are the most active in tourism-related social media

engagement. The slight majority of female respondents is also consistent with Băltescu and

Untaru (2024), who emphasized that female Gen Z travelers tend to engage more with travel

influencers and online content when planning trips. In terms of income, most respondents earn

₱20,000 and below, supporting the observations of Villanueva et al. (2023) and Reyes and

Santos (2023) that Filipino tourists, especially younger ones, are highly price sensitive and often

plan travel based on affordability and available deals. Lastly, the finding that most respondents

have visited the area two to three times aligns with Roy et al. (2024), who found that social

media engagement and positive experiences significantly influence revisit intentions.

2. The Impact of Social Media Platforms on Tourist Booking Decisions in Makati City

Table 2
The Impact of Social Media Platforms on Tourist Booking Decisions in Makati City
 Indicators Weighted Verbal Ran
Mean Interpretation k
1. Social media helps me discover hotels that I Very Positive 1
would not find through traditional advertising. 3.69
2. Reviews and ratings about hotels on social media Very Positive 3
influence my booking decisions. 3.63
3. Photos and videos shared by travelers on social Very Positive 4
media affect my perception of hotel quality. 3.56
4. I trust hotel recommendations from influencers Positive 10
or travel vloggers. 3.20
5. I prefer booking hotels that have an active and Very Positive 6
engaging social media presence. 3.52
6. I am likely to book a hotel if it has positive Very Positive 2
feedback and comments on social media. 3.66
7. I compare hotel prices and promotions I see on Very Positive 8
social media before booking. 3.47
8. Social media makes it easier for me to verify a Very Positive 5
hotel’s credibility. 3.53
9. I consider social media as a reliable source of Very Positive 9
information when selecting hotels.
3.43
10. Overall, social media significantly influences Very Positive 7
my hotel booking decisions. 3.51
Average Weighted Mean 3.52 Very Positive
Table 2 presents the Impact of Social Media Platforms on Tourist Booking Decisions in

Makati City. As shown, indicator number 1 which states that “Social media helps me discover

hotels that I would not find through traditional advertising” obtained the highest weighted mean

of 3.69, interpreted as positive, and ranked number 1. This is followed by “I am likely to book a

hotel if it has positive feedback and comments on social media,” with a weighted mean of 3.66

and ranked second, while reviews and ratings on social media also influence booking decisions

with a weighted mean of 3.63, interpreted as positive and ranked third. Other indicators such as
photos and videos shared by travelers 3.56, hotels with active social media presence 3.52, ease of

verifying credibility 3.53, and the reliability of information seen online 3.43, also received

positive interpretations, showing that visual content and online engagement significantly

influence respondents. The lowest rated indicator was trust in recommendations from influencers

or travel vloggers, with a weighted mean of 3.20, though it still falls under the positive

interpretation.

Overall, the average weighted mean of 3.52 indicates that respondents have a positive

perception of the impact of social media on hotel booking decisions, suggesting that social media

helps them discover hotels and that online feedback, comments, and visual content play an

important role in their choices. This is strongly supported by Hussain et al. (2024), who found

that social media content significantly shapes tourist interest and behavior by exposing travelers

to destinations and establishments they would not encounter through traditional advertising. The

importance of positive comments, feedback, and ratings also aligns with Pontes and Ramos

(2023) as well as Yuan and Xu (2024), who emphasized that high‐quality, credible online

reviews reduce perceived risk and directly increase booking intentions. Likewise, the positive

influence of photos and videos shared by travelers reflects the findings of Goh and Chu (2024)

and Bucol et al. (2024), who reported that authentic visual content and user-generated images are

more persuasive than formal advertisements. The role of active social media presence and

credible online information is consistent with Ogoina et al. (2024), who highlighted that hotel

marketing strategies now rely heavily on digital visibility and online engagement to build trust.

Meanwhile, the lower rating for influencer and vlogger recommendations mirrors the results of

Albo et al. (2023) and Caballar (2024), showing that although influencers shape travel decisions,

travelers still depend more on reviews, detailed comments, and peer-generated content.
3. The Impact of Online Reviews on Tourist Booking Decisions in Makati City

Table 3
The Impact of Online Reviews on Tourist Booking Decisions in Makati City
Indicators Weighted Verbal Ran
Mean Interpretation k
1. I usually read online reviews before deciding 4.5
which hotel to book. 3.61
2. Online reviews influence my choice of hotel 11
more than advertisements. 3.44
3. Positive online reviews encourage me to book a 4.5
hotel. 3.61
4. Negative online reviews discourage me from 12
booking a hotel. 3.43
5. I consider the hotel’s overall star rating before 4.5
booking. 3.61
6. Reviews with traveler photos and videos help me 9
trust the hotel more. 3.51
7. I trust reviews written by verified guests more 13
than anonymous ones. 3.40
8. I compare multiple online reviews before 8
deciding which hotel to book. 3.53
9. The recency of hotel reviews affects my booking 7
decisions 3.59
10. Reviews about cleanliness, service, and location 1
are most important to me. 3.80
11.I believe most online hotel reviews reflect real 10
guest experiences. 3.48
12. I am more confident booking hotels that 2
respond to customer reviews. 3.65
13. I share my own hotel experience through online 15
reviews after my stay. 3.07
14. Online hotel review platforms (e.g., 14
TripAdvisor, [Link], Google Reviews) are
reliable sources of information 3.40
 15. Overall, online reviews significantly influence 4.5
my hotel booking decisions. 3.61
Average Weighted Mean 3.52

Table 3 presents the impact of online reviews on tourist booking decisions in Makati

City. The overall Average Weighted Mean for this factor is 3.52, which is interpreted as “High”,

indicating that tourists generally agree that online reviews significantly influence their choice of

accommodation.

As seen in the table, the item with the highest impact(ranked 1) is Indicator 10, which

states, “Reviews about cleanliness, service, and location are most important to me.” This item

received the highest weighted mean of 3.80, interpreted as “High”. For instance, Le et al. (2025)

analyzed large amounts of hotel reviews and found that customers care most about cleanliness,

staff attitude, and value for money. The emphasis on cleanliness and service in online reviews

highlights their critical role in the actual hotel experience. This means that for hotels in Makati

City, positive reviews of basic service quality and location are the most powerful elements in

securing a booking decision.

This is closely followed by Indicator 12 (ranked 2), "I am more confident booking hotels

that respond to customer reviews," with a weighted mean of 3.65, also interpreted as “High”.

This indicates that hotel management engagement and responsiveness to feedback are critical

factors in building tourist trust and confidence, placing it higher than factors like review recency

or the use of photos.

 Furthermore, four statements share the third highest ranking (Rank 4.5) with a weighted

mean of 3.61: Indicator 1, 3, 5, and 15. These items concern the fundamental act of reading

reviews, the positive encouragement from reviews, the consideration of star ratings, and the

overall influence of reviews, respectively. The shared high ranking of these items confirms that

online reviews are a foundational, multi-faceted element in the modern booking process.

Conversely, the item with the lowest impact (ranked 15) is Indicator 13, "I share my own

hotel experience through online reviews after my stay," with a weighted mean of 3.07, which is

interpreted as Moderate.

4. The difference of the impact of social media platforms on the respondents' booking

decisions in Makati City when grouped according to their profile variables

Table 4
The difference of the impact of social media platforms on the respondents' booking
decisions in Makati City when grouped according to their profile variables

PROFILE Test Statistics P value Interpretation

Age (Kruskal-Wallis test)

x22=3.719 0.445 Not Significant

Gender (Kruskal-Wallis test) Not Significant

0.067
x22=5.405
Average (Kruskal-Wallis test)
Monthly x22= 3.184 0.364 Not Significant
Income

Frequency of (Kruskal-Wallis test) 0.103 Not Significant

stay x22=6.175

Table 4 showed the difference in the social media platforms on the respondents’ booking

decisions in Makati City when grouped according to demographic profile. As reflected in table 4
there was no significant difference in the impact of social media platform when grouped

according to age (kw = 3.719), gender (kw = 5.405), average monthly income ( kw = 3.184) and

the frequency of stay (kw = 6.175) with the p value of 0.445, 0.067, 0.364, and 0.103

respectively were all greater than the 0.05 significance level. This means that the social media

platform on the respondents’ booking decisions in Makati City was the same regardless of their

demographic profile.

Meanwhile, Leung et al. (2024) explored how influencers’ age affects older adults’ travel

intentions through social comparison theory. Results from three online experiments showed that

older travelers were more willing to visit destinations promoted by older influencers, especially

when they had high interpersonal constraints or low intrapersonal constraints. These effects were

strengthened when older influencers promoted challenging activities.

5. The difference in the impact of online reviews on tourist booking decisions in Makati

City when respondents' are grouped according to profile variables

Table 5
The difference in the impact of online reviews on tourist booking decisions in Makati
City when respondents' are grouped according to profile variables

PROFILE Test Statistics P value Interpretation

Age
Kruskal-Wallis test) 0.021 Significant
x22= 11.595
Gender Kruskal-Wallis test)
x22= 6.359 0.042 Significant

Average (Kruskal-Wallis test)

Monthly Income x22= 4.954 0.175 Not Significant
 Frequency of
Kruskal-Wallis test)
stay 0.215 Not Significant
x22= 4.469

The table 5 showed the difference in the respondents’ online reviews …….……… when

grouped according to demographic profile. As reflected in table 5 there was a significant

difference in the online reviews …………….when grouped according to age (kw = 11.595), and

gender (kw = 6.359), with a p value of 0.021 and 0.042 respectively which were lesser than 0.05

significance level. However, there was no significant difference in online reviews when

grouped according to average monthly income ( kw = 4.954) and the frequency of stay (kw =

4.469) with the p value of 0.175, and 0.215 respectively were all greater than the 0.05

significance level. This means that the demographic factors related to personal identity age and

gender have more impact on online review than socio-economic or behavioral [Link] the

same.

This study is similar to the study of Chen et al. (2022), which examined how online

reviews influence consumers’ purchasing decisions. They found that the impact of reviews varies

depending on demographic characteristics, particularly age and gender, as different groups

process review information in distinct ways. This supports the findings of the current study,

showing that tourists’ age and gender in Makati City significantly affect how online reviews

shape their booking decisions.

Similarly, this study aligns with Wu (2024), who examined the role of online reviews in

shaping travel consumers’ booking behavior and highlighted the importance of demographic

factors. The study revealed that travelers’ age and gender affect how they interpret reviews and
make decisions based on them. This supports the present research, confirming that age and

gender are significant determinants in the impact of online reviews, while other variables, such

as income and frequency of stay, appear less influential.

6. The relationship between social media platforms and online reviews on tourist booking

decisions in Makati City

Table 6
The relationship between social media platforms and online reviews on tourist
booking decisions in Makati City

Indicator Pearson r p-value Interpretation

Social Media Platforms and .869 0.000 Significant
online reviews …………. High correlation
Significance level @ 0.01
There was a significant relationship between the social media platforms ………. and the

online reviews …………. ……….. as reflected by the Pearson r of .869 interpreted as high

correlation with a p value of 0.000 which was lower than the 0.01 significance level. This means

that as engagement, usage, or interaction on social media platforms increases, the level,

frequency, or positivity of online reviews also tends to increase.…………..

..

This study is similar to the study of Nicolau et al. (2025), who explored the whole

customer journey from booking a hotel to posting a review. They found that different things

matter at different stages, price affects choices during booking, while the actual experience (like

comfort and service) affects how customers rate their stay afterward. Because of this, their study

shows that reviews and customer behavior influence each other, meaning what people experience

affects their reviews, and reviews affect what future customers choose.
 In addition, this study is similar to the study of the combination of social media exposure

and online reviews, which plays a major role in shaping how tourists make their booking

decisions. As Wu (2024) and Nicolau et al. (2025) pointed out, travelers often build their initial

expectations from what they see online, such as pricing, ratings, and overall reputation shared on

social platforms and review sites, and these expectations guide their choices before booking,

serving as a mental “preview” of what the experience will be like. After their stay, they evaluate

whether the actual experience aligns with what was promised, focusing on aspects like service

quality, comfort, and overall satisfaction. When these expectations are met or even exceeded,

tourists develop trust and loyalty, making them more likely to rebook in the future or

recommend the place to others through positive reviews and word of mouth.

Lastly, this study is similar to the study of online reviews function as a bridge between

social media exposure and actual booking behavior, as Pontes and Ramos (2023) noted that the

quality of testimonials shared on review sites and social media significantly affects consumer

decisions. Positive feedback enhances trust and confidence, while negative comments can

discourage bookings. Similarly, Reza and Christiani (2020) found that both social media

marketing and online travel agents (OTAs), which host user reviews, play crucial roles in

building brand awareness, customer engagement, and booking intentions.

 Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions, and recommendations of the

study.

Specifically, this study sought answers to the following sub-problems:

This study aimed to determine the impact of Social Media Platforms and Online Reviews

on Tourist Booking Decisions in Makati City. Specifically, it sought to answer to the following

sub-problems:

1. What is the demographic profile of the respondents in terms of:

1.1. Age

1.2. Gender

1.3 Income

1.4 Purpose of booking

1.5 Frequency of stays in hotel

2. What is the perceived impact of social media platforms on the tourist booking decisions of the

respondents?

3. What is the perceived impact of online reviews on the tourist booking decisions of the

respondents?
4. Is there a significant difference in the respondents’ perceived impact of social media platforms

on their booking decisions in Makati City when grouped according to their profile variables?

5. Is there a significant difference in the respondents’ perceived impact of online reviews on

tourist booking decisions in Makati City when respondents are grouped according to profile

variables?

Summary of Findings

Based on the data gathered and results obtained, the researchers had come up with the

following findings.

1. Most respondents were aged 21–25 (39.8%), followed by 20 and below (21.6%) and

26–30 (14.8%). In terms of gender, 52.3% were female, 44.3% male, and 3.4%

preferred not to say. Half of the respondents (50%) earned ₱20,000 and below

monthly. Most visited the area two to three times (47.7%), followed by once (29.5%),

four to five times (13.6%), and more than five times (9.1%).

2. Respondents positively perceived the impact of social media (average weighted mean

= 3.52, “Positive”). The top indicators were discovering hotels not found through

traditional advertising 3.69, positive feedback on social media 3.66, and reviews and

ratings 3.63. Other factors such as traveler photos/videos, credibility, active social

media presence, and reliability of information were also positively noted. Trust in

influencer or travel vlogger recommendations was lowest 3.20 but still positive.

3. The study concludes that online reviews have a High and significant overall impact on

tourist booking decisions in Makati City (Average Weighted Mean = 3.52). Tourists

prioritize core service quality—specifically cleanliness, service, and location (Rank 1,

 WM = 3.80)—as the most influential review content. The findings also highlight the

critical role of hotel engagement, as tourists gain high confidence from hotels that

respond to customer reviews (Rank 2, WM = 3.65). Conversely, there is a clear

consumption-contribution gap, with tourists showing the lowest inclination to

personally share their experiences (Rank 15, WM = 3.07, Moderate).

4. This conclusion is based entirely on the numerical results: the P-values for age

(0.445), gender (0.067), average monthly income (0.364), and frequency of stay

(0.103) were all greater than the 0.05 significance level. Since the test failed to reject

the null hypothesis, the influence of social media platforms on booking decisions is

statistically the same across these different demographic groups.

5. Most respondents were almost equally distributed by gender and belonged to varying age

groups. The study showed that age and gender significantly influence the impact of

online reviews on tourists’ booking decisions in Makati City, with Kruskal-Wallis values

of 11.595 (p = 0.021) and 6.359 (p = 0.042), respectively. On the other hand, average

monthly income (KW = 4.954, p = 0.175) and frequency of stay (KW = 4.469, p = 0.215)

showed no significant difference. This suggests that personal factors such as age and

gender have a greater impact on booking decisions than socio-economic or behavioral

factors.

6. The findings indicate that social media platforms and online reviews are strongly

connected in influencing tourist booking decisions in Makati City. The high Pearson r

(.869) and the significant p-value (0.000) show that increased engagement, usage, or

interaction on social media leads to higher levels and more positive online reviews.

Conclusions
 Based on the data gathered and results obtained, the researchers had come up with the

following findings.

1. Most respondents in Makati City are young adults aged 21 to 25, mostly female,

earning ₱20,000 and below, and usually visit hotels two to three times.

2. Social media positively influences hotel booking decisions through discovery,

feedback, and visual content, while influencer recommendations have less impact.

3. Online reviews significantly affect bookings, with cleanliness, service, location, and

management responsiveness being the most important factors.

4. The impact of social media is consistent across demographic profiles, whereas online

reviews vary significantly with age and gender.

5. There is a significant relationship between social media and online reviews, indicating

that both together shape tourist booking behavior.

Recommendations

The following recommendations were based on the findings and conclusions of this

study.

1. Prioritize Core Service Quality. Hotels must prioritize cleanliness and service. These are

the most influential review factors.

2. Online reviews significantly affect bookings. Hotels should actively respond to customer

reviews. Management responsiveness builds tourist confidence.

3. Focus on traveler photos/videos and positive feedback. Visual content positively

influences booking decisions.

4. The core market is young adults ages 21 to 25. They are mostly female and often earn

P20,000 and below. Tailor promotions to this price-sensitive group.

5. Influencer recommendations have the lowest positive impact. Resources should be

allocated elsewhere.

6. Use social media primarily for hotel discovery. This reaches guests not found through

traditional advertising.