SOCIAL MEDIA’S IMPACT ON SHAPING TOURIST PREFERENCES: CHOOSING BAGUIO AS A TOP DESTINATION

This study explores the influence of social media on tourist preferences, focusing on how digital platforms shape the decision-making process in selecting Baguio City as a travel destination. As social media continues to play a significant role in the dissemination of travel-related content, this research examines the extent to which user-generated content, influencer marketing and visual storytelling affect tourist perceptions and choices. Through a mixed-method approach involving surveys and interviews with both local and international tourists . The findings reveal that platforms such as Facebook, Instagram, TikTok and other related travel content significantly facebook impacts tourists destination awareness, expectations and motivations. The study concludes that social media acts not only as promotional tool but also as a trusted source of travel inspiration and planning, reinforcing Baguio’s image as a must-vsist location. Recommendations are offered for tourism authorities and businesses to leverage social media more effectively to enhance destination branding and visitor engagement.