Title

HOTEL ACCOMMODATIONS’ FACEBOOK ADVERTISING ADAPTATION: ITS INFLUENCE ON GUESTS’ INTENTION AND SATISFACTION

Author(s)

Edgar O. Bungcaras,, Ted

Chrisiajen C. Gaviola

Leonard C. Peligrino

Ysha Alobelle Marie A. Rubio

Affiliation

Misamis University

Degree Program

Bachelor of Science In Hospitality Management

Contributor

Ilusorio, Gilda L. - Adviser

Rosauro, Catherine D. - Panel

Laput, Joseph Glenn J. - Panel

Elmedulan, Arniel Jr. M. - Instructor

Year

2025

Abstract

Hotel accommodation plays a crucial role in enhancing the tourism and hospitality industry influencing guests’ satisfaction and loyalty. This study examined the effect of Hotel Accommodations’ Facebook Advertising Adaptation: Its Influence on Guests’ Intention and Satisfaction. Utilizing a quantitative research approach and using a descriptive-correlational research design, data were collected from 166 respondents through survey questionnaires. The study focuses on four dimensions of Facebook Advertising: a) Surveillance Effect b) Social Interaction c) Information Sharing d) Customer Engagement. Findings reveal that Facebook Advertising significantly influences guest intentions and satisfactions, including revisit intention, word-of-mouth, willingness to pay more and loyalty of the guest. The results revealed that Facebook advertising adaptation has a significant influence on guests’ intention and satisfaction to stay, indicating a perfect positive correlation. This suggests that as the quality or effectiveness of Facebook advertising increases, guests’ intention to book and their satisfaction with the hotel also significantly improve. The findings highlight the importance of social media as a marketing tool in the hospitality industry, recommending that hotels should prioritize optimizing their Facebook advertising campaigns by creating engaging visuals, targeting audiences, and fostering customer engagement through interactive and prompt responses, thereby encouraging guests to share experiences that will improve guests’ satisfaction and loyalty, ensuring a competitive edge in the hospitality industry.

Keywords

Customer Engagement, Facebook Advertising, Guest Intention, Guest Satisfaction, Hotel Accommodations