Learning and Promotion of Philippine Dances via Facebook and YouTube. The role of Enjoyment to Actual use and Dance Engagement

Abstract

Intangible Cultural Heritage such as Philippine Traditional Dances were found to be effective in terms of learning and promotion when combined with ICT such as various social media platforms like Facebook and YouTube. In this regard, this study aimed to assess the causal relationship between the actual use (by adopting Technology Acceptance Model) and dance engagement, and how enjoyment moderates the relationship between the two variables by performing Partial Least Square-Structural Equation Modelling. After obtaining data from a sample of undergraduate students from a prominent local college in the Philippines [Nmale = 723 (37.7%), Nfemale = 1193 (62.3%)], it was found that Perceived Ease of Use is highly correlated to Perceived Usefulness; PEOU and PU influence Behavioral Intention to Use; and BI triggers Actual Use of Facebook and YouTube. However, AU negatively influences dance engagement. On the positive side, Enjoyment positively moderates the relationship between AU and DE. Based on these findings, enjoyment is key in order to motivate students to engage in dance through learning and promotion of the traditional dances of the Philippines through Facebook and YouTube. Practical interventions and future research recommendations are also presented.

Keywords

• Actual Use
• Dance Engagement
• Enjoyment
• Intangible Cultural Heritage
• Promotion