Sustainable Cities and Communities: Effectiveness of Social Media in Promoting Recreational Business Districts to Tourists in Bonifacio Global City

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.