I. ABSTRACT

Social Media has a considerable impact on tourists when it comes to selecting destinations.
Hence, this study intends to determine social media's effect in selecting a destination,
information search, alternative evaluation, purchase decision, and post-purchase decision. The
researchers gathered responses from 385 tourists in Skyranch using a modified survey
questionnaire. A Descriptive Correlational approach was used to determine the relation
between social media usage and tourist decision-making process. The printed questionnaires
were distributed to each of the respondents. After gathering data, the number of responses to
every question was tallied and computed. Based on the findings, most of the respondents are
female. The majority of the respondents are from 18-25 years old and earning less than ₱20,000
as their monthly income. A Pearson correlation coefficient determined the linear association
between social media usage and the tourist decision-making process. The data demonstrates a
significant positive association between factors. Hence, the null hypothesis is rejected, and
there is a significant association between social media usage and the decision-making process
of tourists. The tourist decision-making process increases social media usage increases as well,
and vice versa. Furthermore, tourists enhance tourism destination decisions when referred to
by social media methods.