Analyzing Marketing Strategy and Eco-Tourism Opportunity of UK Tour Operators: A Case Study of TUI

This research proposal aims to analyze the marketing strategy and eco-tourism opportunity of UK tour operators, with a case study of TUI. It will explore the impact of eco-tourism and marketing strategies on the growth of TUI, evaluate marketing strategies for growth, and interpret ways to implement eco-tourism.

ECO TOURISM

Contents
RESEARCH PROPOSAL...............................................................................................................3
MAIN BODY..................................................................................................................................3
Background of research:..............................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................3
Research questions.......................................................................................................................3
Justification on chosen topic........................................................................................................3
Research methodologies..............................................................................................................4
Literature review..........................................................................................................................5
Activities time scale.....................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

RESEARCH PROPOSAL
MAIN BODY
Background of research:
Ecotourism is a form of tourism involving visiting fragile, pristine, and relatively
undisturbed natural areas, intended as a low-impact and often small scale alternative to standard
commercial mass tourism. It means responsible travel to natural areas, conserving the
environment, and improving the well-being of the local people. This aspect of tourism needs to
be undertaken by large number of travel organizations so that sustainability aspects can be
created.
Aim
“To analyse marketing strategy and eco-tourism opportunity of UK Tour operators: A case study
of TUI”
Objectives
 To Understand the framework related to eco-tourism
 To analyse the impact of eco-tourism and marketing strategies on growth of TUI.
 To evaluate the marketing strategies which can be used by company in order to grow.
 To interpret the ways through which eco-tourism can be implemented.
Research questions
 What does eco-tourism mean?
 What are the impact of eco-tourism and marketing strategies on growth of TUI?
 What are the market strategies that can assist company in growing?
 What are the ways of implementing eco-tourism?
Justification on chosen topic
Eco-tourism can act as an opportunity for company so that they can grow. This type of
tourism supports in development of community by making them more sustainable. They have the
basic aim to conserve resources and lays special emphasis on biodiversity (Ledford, Cory and
Plein, 2018). Company who is engaged in promoting this type of tourism through marketing
strategies can help in enhancing biological experience of travellers. It assists them in gaining
economic benefit. It will also assist firm in building up their brand equity and reputation. This
can assist them in achieving goals and objectives.

Research methodologies
These are basically the methods that can be used by researchers in order to analyse, interpret and
collect the data. It helps researchers in better understanding of the topic.
Research type: There are basically two type of research one is qualitative and another
one is quantitative. Qualitative research only deals with theoretical framework. It means the data
is being collected through open-ended method. Other one is qualitative research which is fully
based on numerical aspect. For the present research both qualitative and quantitative research
will be used by researchers.
Research approach: There are two types of research approach one is inductive and other
one is deductive. Inductive approach can be used by researcher to analyse and interpret the
qualitative data. Deductive approach can be utilised in order to evaluate the quantitative data as
this approach is based on numbers. For the present research, researcher will make use of both the
methods in order to proposes towards the end of research (Goodwin and Chaudhary, 2017).
Research strategy; There are two type of research strategy which is a step to step action
plan that can be used by researchers in order to evaluate and interpret the data. Descriptive and
analytical research are the two type of research strategy. Descriptive is based on qualitative study
it is lays emphasis more in what than why. Analytical strategy is based on quantitative study it
assists researchers in analysing the facts and figures. For the present study both the methods will
be used.
Data collection: There are two type of method of collecting data one is primary and
other is secondary. Primary data collection method means is the raw data, it is the first hand
sources. In this the data is been collected through survey, questionnaire method. Other is
secondary method of data collection, in this information is been collected through journals,
articles, blogs. For the present study primary data collection method will be used.
Sampling: Snowball sampling is where research participants recruit other participants for
a test or study. It is used where potential participants are hard to find. For the present study this
sampling method will be used. This sampling can help researchers in analysing the qualitative
research.
Data analysis: It can be defined as transforming and evaluating the facts and figures
which has been collected form data. For the present research, researchers will make use of
thematic analysis, so that data can be analysed in more systematic and detailed way.

Literature review
As per the view of Lv, (2018) eco-tourism can act as an opportunity for company who are
working in travel and tourism industry. It involves visiting of natural areas and carrying out
environmental friendly activities over there in order to make travellers feel like connected to
earth. This type of tourism when adopted by organization can assist them in developing local
communities and generating income for that area. It will support company in building up their
brand reputation and goodwill. Eco tourism has one of the most important role in sustainable
development. In this company needs to make sure that resources are been effectively utilised and
there is minimum amount of wastage which has been created by them. Thus, this type of tourism
can assist traveller in knowing more about flora and fauna. It also assists in developing of local
communities as it can become a source of income for them.
Company can also make travellers know about the culture and heritage which is been
followed by local communities. This can increase knowledge of travellers. Also by adopting this
type of strategy related to eco-tourism company can also increase their goodwill. In order to
make people aware about this type of tourism organization can also make use of various type of
marketing strategies like social media channels. This will help them in increasing liking of this
type of travelling.
Activities time scale
Activity 1
week
2
week
3
week
4
week
5
week
6
week
7
week
8
week
9
week
10
week
Identify
research topic
Justification
on chosen
topic

Research
methodologie
s
Review of
Literature
Draft
finalization
Conclusion
Submission
CONCLUSION

REFERENCES
Books and Journals
Lv, W., 2018, January. A New Model of Tourism Enterprise Management under the Concept of
Eco-tourism Management. In 2017 7th International Conference on Social science and
Education Research (SSER2017). Atlantis Press.
Goodwin, R.D. and Chaudhary, S.K., 2017. Eco-Tourism dimensions and directions in India: An
empirical study of Andhra Pradesh. Journal of Commerce and Management
Thought.8(3).pp.436-451.
Ledford, K., Cory, J. and Plein, S., 2018. " Even eco-tourism has its limits": The Rhetoric of
Disgust in International Travel Writing about Appalachia.

1