The Relationship of Social Media Exposure and Willingness to Visit Siargao Island, Philippines

Destination Image as Mediator

Authors

  • Nicole Margareth Malibiran National University Manila
  • Ken Ivan Myell T. Mallari National University Manila
  • Maxine Hermione Mojica National University Manila
  • Kate Anne D. Padua National University Manila
  • Mark Nikko D. Pizarro National University Manila
  • Jayvie O. Guballo National University Manila https://orcid.org/0000-0003-1088-2230

DOI:

https://doi.org/10.56741/IISTR.jmsd.001712


Keywords:

Destination Image, Siargao Island, Social Media Exposure, Tourism Marketing, Willingness to Visit

Abstract

This study explored the relationship between social media exposure and willingness to visit Siargao Island, Philippines, with destination image serving as a mediating variable. It aimed to determine how online content about Siargao influences people’s perceptions and travel intentions through both cognitive and emotional responses. The researchers employed a quantitative correlational research design. Data were gathered from 300 active social media users aged 18 and above residing in Metro Manila who have seen Siargao content on any social media platform in the past 12 months. Data were collected using an online survey questionnaire and analyzed using frequency, percentage, weighted mean, Pearson correlation, and mediation analysis through regression and the Sobel test. Findings revealed strong positive correlations among the main variables: social media exposure and destination image, destination image and willingness to visit, and social media exposure and willingness to visit. Results also indicated that destination image partially mediates the effect of social media exposure on willingness to visit, suggesting that exposure to online content enhances people’s interest by creating a positive image of the island. The study concludes that social media plays a vital role in shaping tourists’ perceptions and travel decisions. Authentic, visually engaging, and experience-driven content about Siargao can strengthen destination image and influence potential visitors’ intentions, providing valuable insights for destination marketers and tourism stakeholders in promoting travel through digital platforms.

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Author Biographies

Nicole Margareth Malibiran, National University Manila

is affiliated with the National University – Manila, Bachelor of Science in Business Administration, major in Marketing Management. She is actively involved in marketing research, providing marketing strategies, and consumer behavior studies. She also participates in academic projects and initiatives related to marketing courses and promotion strategies. (email: malibirannp@students.national-u.edu.ph).

Ken Ivan Myell T. Mallari, National University Manila

is affiliated with the National University – Manila, Bachelor of Science in Business Administration, major in Marketing Management. He is actively involved in marketing research, digital marketing strategies, and consumer behavior studies. He also participates in academic projects and initiatives related to social media marketing and tourism promotion. (email: mallarikt@students.national-u.edu.ph).

Maxine Hermione Mojica, National University Manila

is affiliated with National University – Manila, majoring in Marketing Management. She focuses on digital marketing and consumer behavior, contributing to various initiatives in tourism and social media promotion. (email: mojicam@students.national-u.edu.ph).

Kate Anne D. Padua, National University Manila

is affiliated with National University–Manila, where she is currently pursuing a Bachelor of Science in Business Administration major in Marketing Management. She is actively engaged in marketing research, digital marketing strategies, and consumer behavior studies. In addition to her academic pursuits, she is a working student, balancing professional responsibilities alongside her studies.  (email: paduakd@students.national-u.edu.ph).

Mark Nikko D. Pizarro, National University Manila

is a Bachelor of Science in Business Administration student majoring in Marketing Management at National University – Manila. He is actively involved in marketing research and advertising strategies, with a focus on enhancing the visual appeal of marketing materials. He also participates in event coverage as a photographer. (email: pizarromd@students.national-u.edu.ph).

Jayvie O. Guballo, National University Manila

is a highly accomplished professional with a Doctor of Business Administration (DBA) and extensive expertise in Office Management, Human Resources Management, and Marketing. He holds certifications as a Certified Human Resource Professional® (CHRP®) and a Certified Marketing Professional® (CMP®). Dr. Guballo also serves as a University Lecturer/Researcher, a Resource Speaker/Trainer, and a Business Management Consultant, with a strong background in ISO Quality Management Systems. (email: jayvie.guballo12@gmail.com).

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Published

2026-05-13

How to Cite

Malibiran, N. M., Mallari, K. I. M. T., Mojica, M. H., Padua, K. A. D., Pizarro, M. N. D., & Guballo, J. O. (2026). The Relationship of Social Media Exposure and Willingness to Visit Siargao Island, Philippines: Destination Image as Mediator. Journal of Management Studies and Development, 5(02), 312–326. https://doi.org/10.56741/IISTR.jmsd.001712

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Vol. 5 No. 02 (2026): Journal of Management Studies and Development

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Copyright (c) 2026 Nicole Margareth Malibiran, Ken Ivan Myell T. Mallari, Maxine Hermione Mojica, Kate Anne D. Padua, Mark Nikko D. Pizarro, Jayvie O. Guballo

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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