THAI NGUYEN UNIVERSITY UNIVERSITY OF AGRICULTURAL AND FORESTRY ELISHA REGIS CARNEO RAMOS The effects of perception on soocial media behavior of the public in Santa Rosa, Laguna towards the conservation of Philippine ecotourism BACHELOR THESIS Study mode: Full-time Major: K49_Environmental Science and management. Faculty: Advanced Education Program Office Batch: (2018-2021) Thai Nguyen, 08/6/2022 i DOCUMENTATION PAGE WITH ABSTRACT Thai Nguyen University of Agriculture and Forestry Degree Program Bachelor of Environmental Science and Management Student name Elisha Regis Carneo Ramos Student ID DTN1754290032 The effects of perception on social media behavior of the public Thesis Title of Sta.Rosa, Laguna towards the conservation of Philippine ecotourism. Pham Thanh Hieu Supervisor’s Signature 1 Abstract: Philippines have been known to be the top user of social media per day in Southeast Asia. Which means a huge percentage of the country’s population is soaking to surf the internet each day.
This leads this research to making these things reasonable and useful for our environment. All people are opting to their own opinions and perception and notably, it matters. Nowadys, these opinions are mostly brought up on social media. Using the public of Santa Rosa, Laguna, Philippines we have gathered multiple results of how their perception affects their attitude on social media towards conserving Philippine ecotourism.
Various factors like the incompetence of the government and lack of knowledge are one of the reasons why the public are gaining negative perception towards conservation of ecotoursim. On the other hand positive perception is observed because most of the public believed that it’s their responsibility as a Filipino citizen to take part on conservation. By executing social media initiatives on a facebook page that has been done solely to observe various behavior and post various initiatives that includes the research questionnaire, positive, neutral and negative behavior on social media is observed. Where the person who has positive behavior has enough knowledge regarding this matter and has the eagerness to take part for their country’s execellency.
Neutral behavior is observed due to people who are openly aware of conservation but aren’t active on social media but considering to 2 be a part if needed. Lastly, Negative behavior is observed on facebook due to people who has lost their trust on the government and wouldn’t mind to take part on any initiatives on social media no matter how active they are. This research not just only focuses on the effects on the public’s social media behavior but as well as the effects of the public’s perception on conservation and social media behavior on the Philippine ecotourism itself. Using a conceptual analysis the effects that has been observed is presented on this paper.
Behavior, Conservation Facebook, Perception, Philippine ecotourism, Social media Keywords: Several pages: 55 Date of Submission: 02/06/22 3 ACKNOWLEDGEMENT SSMy journey in fulfilling this research is like a roller coaster ride wherein it wouldn’t be a successful ride without the people who helped and supported me all throughout. Above all, I want to thank our Almighty God who never failed to strengthen and sustain me and for giving me supernatural wisdom, knowledge, and understanding. Next to this, I want to extend my gratitude to Ms. Pham Thanh Hieu for her patience to answer all my qualifications and inquiries.
I am so grateful to have her as my supervisor for she has been detailed in her opinion and comments regarding my work. Joy Mary Joy Ongkiatco, I would like to thank her for generously extending her help when I was looking for some connections to begin this research. Also, to my family who has been my support system and inspiration. To my friends, Especially, Luu Huynh Duc, Happy Family, and BTK that never got tired of cheering me up, encouraging, and reminding me to take a pause every time I feel burnt out finishing my work.
Lastly, I would like to thank The Advanced Education Program which has been one of the ladders to this huge milestone in my life. I will forever cherish all the experiences and learnings I had. Sincerely yours, Elisha Regis Carneo Ramos 4 TABLE OF CONTENT DOCUMENTATION PAGE WITH ABSTRACT. 4 TABLE OF CONTENT.
5 LIST OF FIGURES. 7 LIST OF ABBREVIATIONS. Research Questions and Hypotheses. Definition Of Terms.
The role of social media on a wide scale. Social media’s significance in the environment. Public perception and participation in conservation. The Philippines towards ecotourism conservation.
Online survey questionnaire. Research Data Collection. Research Data Analysis. RESULTS AND DISCUSSION.
General information of respondents. Public’s perception of conserving Philippine eco-tourism. Public’s views and opinions. Public’s thoughts on prioritizing conservation.
Public behavior on social media. The respondents’ choice of social media content. Participation on the Facebook page. The reasons behind the likelihood of the respondents.
Effects of perception on behavior on social media. Positive perception, Neutral behavior. Negative Perception, Negative behavior. Public perception and behavior on the conservation of Philippine ecotourism.
CONCLUSION AND RECOMMENDATION. 56 6 LIST OF FIGURES Figure 1.1: Philippine ecotourism’s contibution on GDP .2: Conceptual framework of the study. 1: Ages of the research respondents. 2: Facebook page of “Why Do Eye Bother”.
3: Facebook page follower count. 4: Facebook post’s details. 5: Public’s favorability regarding the prioritization of Philippine Ecotourism. 9 : Positive Perception, Positive behavior.
10: Positive perception, Neutral behavior. 11: Negative Perception, Negative behavior. 12: Visual representation of the impacts of perception and social media behavior on Philippine ecotourism conservation. 48 \ 7 LIST OF TABLES Table 4.
1: Content analysis for respondent’s insights on the video initiative. 2: Sample size for multiple responses (willimgness to participate). 3: Multiple responses for public’s reason of unfavorability. 4: Sample size for public’s willingness nof participation.
5: The number of participants showing their range of willingness. 6: Sample size for multiple responses (Ways to participate). 7: Multiple responses for public’s ways to participate. 8: Content analysis for respondent’s likelihood of engagement.
41 ‘ 8 LIST OF ABBREVIATIONS GDP Gross Domestic Product PSA Philippine Statistics Authority SPSS Statistical Package for the Social Sciences TDGVA Tourism Direct Gross Value Added WDEB Why Do Eye Bother 9 PART I. Research Rationale Living in the 21st century wherein everything starts and ends in a blink of an eye, people are swiftly engaging in the development and modernization of society, and in today’s time, the growing platforms and interests for social media are subsequently a part. Taking advantage of today’s time advancement and technology, the researcher came up with how to be innovative with what we have and how these things could mean to our environment, and this is by incorporating the real and online world to spread initiatives to assess the public’s perception of conservation and their social media behavior. For tourists and locals of all interests, the Philippines provides a wide range of tourism activities and attractions.
That is immensely appreciated by both tourist and locals.1: Philippine ecotourism’s contribution on GDP Source: Philippine Statistics Authority 10 Given this fact, the Philippines’ ecotourism sector is hugely seen as a viable contributor to economic development, employment rate, culture, and country promotion. According to Philippine Statistics Authority (PSA), The contribution of tourism sectors to the Philippine economy was assessed at 12.7 percent in 2018, as measured by the percentage of Tourism Direct Gross Value Added (TDGVA) to Gross Domestic Product (GDP). As a result, knowing the attitudes and opinions of local citizens regarding tourist development, as well as how these impressions are formed, would be useful information for the tourism sector, particularly for regional tourism development initiatives (Jalani, 2012). In addition to tourism development, awareness and practices concerning the conservation of Philippine ecotourism would certainly arise.
Social media plays a vital role in influencing the perception and preferences of people nowadays. Different platforms like Facebook, Twitter, Instagram, YouTube, Tiktok, and the like are used to commence and unfold various content, thoughts, and information which are continuously and increasingly evolving and modernizing from an access tool to being an interaction tool (Heinrichs, 2011). In that case, business brands and firms, and other programs grab the opportunity to use these platforms to engage people. Whereas as a researcher, incorporating the vast engagement of people to social media will be an efficient medium to promote awareness of several current environmental issues (Mallick and Bajpai, 2019).
The scope of social networks is extremely wide, and the high chances to promote other environmental concerns, perhaps, could be attained. 11 According to the latest statistics, the Philippines is known to be the highest social media user in Southeast Asia. It was mentioned that in January 2020 approximately 69% was the social media penetration rate in the said country. With this existing statistic, a possible study can be conducted due to the high rate of engagement to assess the social media initiatives on the conservation of the country’s ecotourism.
Various campaigns, movements, and statements for ecotourism are produced by the government and non-government organizations in the Philippines. However, the engagement of the public through social media is limited and surpassed, knowing the capability of social media. This study will focus on an area where it is the major tourist attraction, however, to keep the tourist appeal of the area, it should be preserved and conserved. Conservation of ecotourism is an adequate step to maintain several environmental purposes (Bagarinao.
This study will emphasize how these social media initiatives affect the participation of the public in ecotourism conservation by analyzing the public’s statement and perception of conservation. Due to the lack of updated studies regarding its conservation and protection, this study may fill the gaps to innovate ways to involve the public and improve strategic conservation plans. Moreover, the researcher will also be knowledgeable about the future significance of social media initiatives integrating environmental issues and concerns. Research Objectives There are three main objectives that this research is expected to reach.
Firstly, to be able to assess the effects of public perception on conservation towards their behavior on social media initiatives regarding conserving the Philippines’ ecotourism. Secondly, to be able to analyze how these two subjects, public behavior, and perception will affect the conservation of Philippine ecotourism, and lastly, to be knowledgeable of the future significance of social media initiatives integrating environmental issues and concerns 1. Research Questions and Hypotheses 1. Questions This study specifically sought to answer two central questions.
What are the effects of the public's perception of conservation on the public's behavior on social media towards conserving the Philippines’ ecotourism? • This question will solely focus on characterizing the effects of what the public perceives towards conservation on how they behave on social media regarding conserving Philippine ecotourism. How does the public’s perception of conservation and the public’s attitude toward social media affects the conservation of Philippine ecotourism • This question will answer the possible statements about how the two variables will be affecting the conservation of Philippine ecotourism. Hypothesis This research quests to present an alternative hypothesis: - Perception has an effect to public’s behavior on social media. - Public perception and social media behavior has affects the conservation of Philippine ecotourism 1.
Limitations This study is to merely comprehend the effects, both negative and positive, of the participant’s perception of the initiatives which have been limitedly implemented on Facebook. This study will solely focus on categorizing the effects and mentioning the reasons behind the effects but won’t be delving deeper into them. Conceptual Framework Figure 1.2: Conceptual framework of the study 14 Figure 1 shows the conceptual model of the study that will focus on the impacts of public perception on their behavior on social media and how these two variables will affect the conservation of the Philippine eco-tourism The first frame presents the perception of the public of Santa Rosa Laguna towards conserving Philippine ecotourism. It includes their statements and opinion on conservation matters.