Authors: Rachel Leigh Honey R. Aguado, Alaine Jana H. Cala, Angelica D. Manalaysay, Mikaela Mae V. Matias, Amiour Angel D. San Juan and Diosdado Cabiling Jr.

Issue: 2020-2021

Abstract:

The research study titled ” Generation Z’s Behavior Toward the Development of Digital Marketing Strategies in the Tourism Industry of Selected Cities in the National Capital Region” examined the effects of the use of digital marketing strategies in the tourism industry in influencing and motivating the travel decisions of the Generation Z. The participants in this study are members of the Generation Z from selected cities in the National Capital Region. They were selected via quota sampling. They utilized a verified survey questionnaire created by researchers and sent to them via Google Forms. The researchers used the descriptive research design, applying a quantitative method including the distribution of a researcher-designed questionnaire. Prior to their usage in the study, the survey questions’ reliability was evaluated using Cronbach’s Alpha. Additionally, computation of medians, the Kruskal-Wallis test, and the Mann-Whitney test were employed to examine the data gathered. Display advertising, media advertising, e-mail marketing, and influencer marketing are seen to be successful techniques for promoting the tourism and hospitality industry among Generation Z tourists.

Keywords: Level of effectiveness, social media platform, tourism & hospitality industry, and digital marketing strategies.