FROM DESTINATIONS TO A PERSONALITY: A MEDIATISATION ANALYSIS OF TOURISM PROMOTION AND SOCIAL MEDIA VIRALITY IN THE PHILIPPINES

The study examines reliance on personality–driven communication in tourism marketing, focusing on the image of the former Philippine Department of Tourism Secretary, Christina Frasco, in promotional campaigns. While such strategies may enhance visibility within algorithm–driven media environments, they raise critical concerns regarding their implications for potential international visitors. By using a government official’s face, campaigns risk marginalising local communities, destinations, and cultural narratives, potentially reinforcing uneven regional representation. Anchored in the mediatisation framework of Andreas Hepp and Nick Couldry and employing a qualitative approach, the study analyses the organisations’ marketing strategy in the context of declining tourism contributions to the national economy. Findings indicate that the campaign did not effectively maximise media platforms to achieve its intended objectives and instead generated public backlash. The study highlights the limitations of using a government official for a national branding in public–sector communication and emphasises the need for more inclusive, customised, and strategically grounded tourism promotion.