Aims and objectives of study The main aim behind carrying out the present study will be “To analysetheroleoftourismwebsiteininfluencingpurchase behaviour of customers: A study on Thomas cook UK”. Further,for accomplishing aim of the study following objectives will be set which are as follows: To determine the significance of developing tourism website in the modern era To identify the range of factors affecting purchase behaviour of customers To analyse the key benefits of designing effective websites for tourists of Thomas cook To recommend the effective was through which Thomas cook can influence purchase behaviour of its target market
Methodology Research approach: Inductive Research design: Descriptive Research philosophy: Interpretivism Data collection: primary (Questionnaire) Secondary (books and journals) Data analysis: Qualitative themes Sampling: 50 customers of Thomas cook (random sampling)
Findings Customers prefer to access online websites for obtaining tourism related information Website of Thomas cook provides 24*7 hours assistance to its target market Information linked with tourism package is obtained through website of firm Information shared by enterprise enhances satisfaction level of target market Majority of customers prefer to purchase tourism services due to presence of effective websites Website information influences purchase behaviour of customers Website of Thomas cook attracts large number of customers towards its services Queries of customers are resolved by company through its website on time Time to time layout of website is changed by company
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Conclusion From the entire study it has been found that tourism website plays most crucial role in influencing purchase behaviour of target market. Further,customers are directly attracted towards the website developed by enterprise and in turn they prefer to access important information linked with services and in this way purchase decision is influenced with the help of this. Moreover, company has designed its website so as to provide proper assistance to the target market and through this overall performance of enterprise has been improved in the market. Apart from this it is providing large number of growth opportunities to Thomas cook such as stronger customer base along with rise in profitability level which is regarded as one of the main aim of firm behind carrying out overall operations in the market.