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only for Kongkong Ecotourism followers or previous visitors. This research uses multivariate data analysis by Hair, J. F., Black, W. C.,
Babin, B. J., & Anderson, R. E. (2018) where most of research will have 100 samples overall. The questionnaire distributed to 100 Facebook
users that visits Kongkong Ecotourism Facebook page and evaluate it through answering the questionnaire.

3.3 RESEARCH INSTRUMENT

This study uses 7-point Likert scale in the questionnaire consist of seven sections. Section 1 contains four questions for information
of respondents and demographic survey purposes. Meanwhile, Section 2 have 3 questions on the usage of Facebook for vacation planning
purposes. This section is to identify the frequency of Facebook being used for tourist to choose their vacation destination. Section 2 uses 5-
point Likert scale to determine the frequency such as never, rarely, sometimes, frequent, very frequent. The remaining sections will be using
7-point Likert scale as adapted from Hutter, et.al. (2013) and consists of 3 questions related to the independent variable. Section 3 will be
focusing on how much does Kongkong Tourism engage with its Facebook page visitors. Next, Section 4 contain 3 questions about word-of-
mouth variable for Kongkong Tourism. Section 5 ask on Kongkong Tourism brand awareness. Both for section 6 and 7, has a phrase included
at the beginning of the question to ensure that participants can relate directly with the questions. Section 6 is about the purchase intention or
visiting intention by the Facebook page visitors to Kongkong village. Section 7 is to measure the participants’ acceptance with the contents
shared by Kongkong Tourism admin on the page. The set of questionnaires from Section 3 to Section 7 requires respondents to decide the
levels of agreement such as ‘strongly agree’, ‘agree’, ‘somewhat agree’, ‘neutral’, ‘somewhat disagree’, ‘disagree’, and ‘strongly disagree’.

Demographic
Age
18 years old – 22 years old
23 years old – 27 years old
28 years old – 32 years old
33 years old and above

Gender

Male
Female

Education Level

SPM
STPM / Matrics / A-Level / Diploma
Diploma
Undergraduate
Postgraduate

Occupation Status

Private Sector
Public Sector
Self-employed
Retired
Student
Unemployed

Using social media as destination selection

1 How often do you use Facebook? Never Rarely Sometimes Frequent Very frequent
(Once a (1 or 2 times a (3 or 4 (More than 4
day) day) times a day) times a day)
2 Does tourism Facebook contents influence your Never Rarely Sometimes Frequent Very frequent

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