How social networking sites promote Manggahan Festival of Guimaras Province: A case study

Abstract

The primary purpose of this research is to determine the province's opinion on using social networking sites such as Facebook to promote the Guimaras Province Manggahan Festival compared to when it was not widely advertised on any social networking sites. The study investigated how social networking sites can assist travelers in learning about the Manggahan Festival and encouraging them to come. The findings of this study will be used to create a data or document that demonstrates the usefulness and assistance of social networking sites, particularly of Facebook, in the growth of the Manggahan Festival in Guimaras. By employing the qualitative case study, an interview has been conducted in the Guimaras Tourism Office with the person responsible for managing of the Manggahan Festival's active social networking site (Facebook) promotional activities in order to confirm the credibility of the data acquired. Using the thematic analysis approach by Virginia Braun and Victoria Clarke for the analysis of the study. With regards to the findings of the thematic analysis, the researcher concludes that the use of social networking sites, particularly Facebook, made a contribution to an improvement in the number of tourists visiting Guimaras and becoming aware of the Manggahan Festival. As a result, social media platforms are extremely helpful and helpful in promoting the Guimaras Province Manggahan Festival.