Sustainable Cities and Communities: Effectiveness of Social Media in Promoting Recreational Business Districts to Tourists in Bonifacio Global City
DOI:
https://doi.org/10.5281/zenodo.20552621Keywords:
social media, sustainable cities, recreational business districts, Bonifacio Global City, tourism promotion, urban developmentAbstract
This study examines the effectiveness of social media in promoting recreational business districts (RBDs) in Bonifacio Global City (BGC), Taguig, within the framework of sustainable cities and communities. Using a qualitative approach, data were gathered through interviews with local and foreign tourists to assess how platforms such as TikTok, Facebook, and Instagram influence awareness, decision-making, and perceptions of sustainability. Findings reveal that social media significantly shapes tourist behavior, with short videos, reels, and live streams serving as persuasive formats. User-generated content and influencer endorsements emerged as highly credible, often outweighing traditional advertisements in building trust and relatability. Tourists also valued transparency, particularly when businesses highlighted eco-friendly practices, certifications, and community-driven initiatives. Social media was further recognized as a sustainable alternative to printed promotions, aligning with green initiatives in BGC. However, participants raised concerns about overcrowding due to aggressive online promotion, emphasizing the need for balanced urban planning and responsible marketing. Despite these challenges, the overall impact of social media was viewed positively, reinforcing BGC’s reputation as a vibrant, sustainable, and inclusive urban hub. In conclusion, social media plays a vital role not only in promoting tourism but also in advancing sustainability. Through strategic use, platforms can foster cultural appreciation, environmental awareness, and economic growth, enhancing the resilience and livability of cities like Bonifacio Global City.
References
Ahmed, S. K., Mohammed, R. A., Nashwan, A. J., Ibrahim, R. H., Abdalla, A. Q., Ameen, B. M. M., & Khidhir, R. M. (2025). Using Thematic Analysis in Qualitative Research. Journal of Medicine, Surgery, and Public Health, 6(6), 100198. ScienceDirect. https://doi.org/10.1016/j.glmedi.2025.100198
Amirthalingam, J., & Khera, A. (2024). Understanding social media addiction: A deep dive. Cureus, 16(10). https://doi.org/10.7759/cureus.72499
Harrison, K. (2023, May 27). Sustainable Flyer Distribution: Eco-Friendly Alternatives and Practices - Thumbtack Bugle. Thumbtack Bugle. https://thumbtackbugle.com/sustainable-flyer-distribution-eco-friendly-alternatives-and-practices/
Hussain, K., Didarul, M., Malik, A., Tarhini, A., & Balushi, A. (2024). From Likes to Luggage: The Role of Social Media Content in Attracting Tourists. Heliyon, 10(19), e38914–e38914. https://doi.org/10.1016/j.heliyon.2024.e38914
Khanom, M. T. (2023, May 6). Using Social Media Marketing in the Digital Era: A Necessity or a Choice. ResearchGate; Center for Strategic Studies in Business and Finance SSBFNET. https://www.researchgate.net/publication/370578753_Using_Social_Media_Marketing_in_the_Digital_Era_A_Necessity_or_a_Choice
Laradi, S., Elfekair, A., Alrawad, M., Hashim, M., & Derouez, F. (2024). Leveraging capabilities of social media marketing for business success. Computers in Human Behavior Reports, 16, 100524–100524. https://doi.org/10.1016/j.chbr.2024.100524
Lim, M. K. (2020). Global City as Place Branding Strategy: The Case of Bonifacio Global City (Philippines). Re-Imagining Creative Cities in Twenty-First Century Asia, 27–39. https://doi.org/10.1007/978-3-030-46291-8_3
Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111–111. mdpi. https://doi.org/10.3390/jtaer20020111
Mishnick, N., & Wise, D. (2024). Social Media Engagement: An Analysis of the Impact of Social Media Campaigns on Facebook, Instagram, and LinkedIn. International Journal of Technology in Education, 7(3), 535–549. https://doi.org/10.46328/ijte.699
Sharifi, A., Allam, Z., Bibri, S. E., & Khavarian-Garmsir, A. R. (2024). Smart cities and sustainable development goals (SDGs): A systematic literature review of co-benefits and trade-offs. Cities, 146, 104659. https://doi.org/10.1016/j.cities.2023.104659
Varga, D. P. (2018). Overtourism: Lessons from Boracay Island, The Philippines. Ehl.edu. https://hospitalityinsights.ehl.edu/overtourism-borocay-island-philippines
Zhou, R. (2024). Understanding the Impact of TikTok’s Recommendation Algorithm on User Engagement. International Journal of Computer Science and Information Technology, 3(2), 201–208. https://doi.org/10.62051/ijcsit.v3n2.24
