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Research Hypothesis Results
To explore the effect of brand page commitment of Kongkong Ecotourism Facebook on Not Supported
traveler's visiting intention.
To explore the effect of brand awareness of Kongkong Ecotourism Facebook on traveler's Supported
visiting intention.
To explore the effect of word-of-mouth of Kongkong Ecotourism Facebook on traveler's visiting Supported
intention.
To explore the effect of annoyance of Kongkong Ecotourism Facebook page on traveler's Not Supported
visiting intention.
Table 4.6: Hypothesis Testing

■ 5.0 DISCUSSION AND CONCLUSION

5.1 INTRODUCTION

This chapter will discuss deeper on the hypothesis gained from previous data analysis. The results will be used for insights in
limitation and recommendation of this study for researchers in the future.

5.3 DISCUSSION AND FINDINGS

The researcher has run few data analysis for this study which are descriptive analysis to know the respondents’ demographic
characteristics, normality test to examine the data distribution and accepted as it is normally distributed within range between 2 and -2.
Lastly, multiple regression analysis conducted to identify the significant effect between variables which shows that two variables are
supported while another two variables are not supported.

5.2 IMPLICATIONS

Based on the research findings, annoyance and brand page commitment are not supported. However, in past study as stated in the
literature review, annoyance and brand page commitment also influence traveler’s visiting intention during their decision making. This
is due to some social media pages may have made Facebook page visitors become uncomfortable with pushy advertisements while
Kongkong Tourism has been idle more than 3 months. Being idle on social media pages would confuse potential customers towards a
brand as customers consider the business or the brand is no longer available for service or are not accessible anymore. Being active
moderately on social media helps to maintain engagement with the consumers and to deliver a better image on the brand. Kongkong
Tourism Facebook page should strategize properly for Facebook contents and advertisement to attract the right target audience without
making customers feeling intrusive.

Word of mouth is important towards a brand to build a positive first impression towards potential consumers and leave a positive
image of their brand where eventually will lead to conversion and drive more traffic to their Facebook page. Brand awareness helps in
consumers to be familiar and recognize the products and services offered as well as having higher possibilities of purchasing intention
(Chi, Yeh, & Tsai, 2011).

5.3 LIMITATIONS OF THE STUDY AND RECOMENDATIONS

Number of limitations of this study has been identified throughout the research process. The researcher did not have
the chance to visit Kongkong Village for more understanding of the variety services provided to answer respondents’
question that somehow led to wrong information of the services provided by Kongkong Ecotourism as respondents’ felt
curious about the destination. Next, the Facebook page admin did not have time to update regularly which is a difficulty
for researcher to know current promotional strategies used to relate with the inspired framework independent variables
which are brand page commitment and annoyance.

Recommendations suggested for future research are to make sure that the selected company is suitable to use the
inspired framework so that every variable are supported and could have more extensive data analysis. Besides, researcher
could experience the products or services at first to give better insights to the company and how to deliver to potential
audience in their Facebook page.

5.4 CONCLUSION

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