Impact of Advertising of Travel and Tourism on Buying Decision of Customers
Added on 2020-10-22
23 Pages3739 Words445 Views
RESEARCH PROJECT
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Formulation and recording of possible research outline specification.............................11.2 Identification of factors which contributes to the process of research project selection..21.3 Undertaking of critical review of key references.............................................................21.4 Draw research project specification.................................................................................41.5 Appropriate plan and procedure for agreed research specification..................................4TASK 2............................................................................................................................................72.1 Matching resources efficiently to research question or hypothesis..................................72.2 Undertaking of proposed research investigation in accordance with agreed specificationsand procedures........................................................................................................................72.3 Recording and collate relevant data where it appropriate................................................8Theme 1: Yes, Thomas cook is adopting advertisement strategy....................................................9TASK 3..........................................................................................................................................113.1 Appropriate research evaluation technique and why it is appropriate...........................113.2 Interpretation and analysis of result in terms to original research specification............113.3 Recommendation and justification of areas for further consideration...........................16TASK 4..........................................................................................................................................164.1 Use agreed format and appropriate media to present outcomes of research..................16REFERENCES..............................................................................................................................17
Topic- The impact of advertising of travel and tourism on buying decision of customers - Astudy on Thomas Cook, UK INTRODUCTIONTravel and tourism is booming industry around the world. It is important that supply anddemand factor to an enterprise is analysed. In every country, there are differed programme whichdeveloped in order to promote travel and tourism activities systematically. Advertising is one ofthe effective strategy for building, creating and sustaining brands. It plays vital role in order tograb attention of customers (Cárdenas, Byrd and Duffy, 2015). Thus, customers get influenced easily through advertising policy of company which isdesigned to create brand preference in eyes of consumers. Adverting is need to be doneundertake in order to establish basic awareness about product and services so that potentialcustomers in enterprise can be targeted. Present report is based on the business activities of Thomas Cook which is a global leadingenterprise that provides Holiday solution to its customers in UK. It is the best known firm forfunding tour and travel agencies. The main objective of business entity is to influence customerbuying decision, so that entity can process activities systematically. TASK 1 1.1 Formulation and recording of possible research outline specification.Background of research-The present research is based on travel and tourism activities of Thomas Cook, UK. Themain purpose is to target potential customers so that they can influence buyers in market. Inorder to have enhancement in profitability of a business, it is crucial to influence customer(Rasoolimanesh, Jaafar and Ahmad, 2017). This enterprise takes initiative to provide effectivemarketing strategy with help of which potential customer can be targeted. Advertising will alsohelpful in generating awareness among customers about the working of an enterprise and aims atfacilitating brand recall. The current research will focus on impact of advertising onto buyingdecision of customers into travel and tourism industry. As advertising and all sort of promotionalactivity is having majorly Aim-1
To analyse the impact of advertising on buying decision of customers in travel andtourism industry: A study on Thomas cook, UK. Objectives- 1.To analyse the way advertising policy used by travel and tourism industry in UK.2.To examine the current expectation of customer to influence buying decision ofcustomer.3.To identify how travellers will get influence by advertising at the time they are booking aholiday.4.To recommend ways to influence buying decision of customers in Thomas Cookenterprise of UK. Research questions:1.What is the way advertising policy used by travel and tourism industry in UK?2.How current expectation of customer influence buying decision of customer?3.How travellers will get influence by advertising at the time they are booking a holiday?4.What are the ways to recommend the ways which will influence the buying decision ofcustomer in Thomas Cook enterprise into UK?1.2 Identification of factors which contribute to the process of research project selection.Rational- The main aim is to influence the buying decision of customer in relation to traveland tourism activities. It is needed to be done in systematic and effective mode. With help ofaware the customer about the product and services in the market they are able to earn long termof productivity (Zamfir and Corbos, 2015). Thus, enterprise need to focus over number ofadvertising strategies with help of it customer can be sustain in market for longer period. Therational of this project report is to analyse the impact of the advertising on the travel and tourism.This will be helpful in order to develop the depth insights about the use of research projectselections. On the other hand, researcher must identify that how travellers influence byadvertisement at the time of booking the holiday. 2
1.3 Undertaking of critical review of key references.This is an analysis of individual's response to advertising campaigns in terms ofdestination awareness, visitation and visitor expenditures this is the most widely used techniquesof tourism advertising campaigns. To analyze how advertising policy used by travel andtourism industry in the UK. Travel and tourism plays significant role for the growth of UKeconomy and advertising is the most important method used in promotion of goods or servicesoffered by tour and travel entity. The key elements that the travel companies in UK use inadvertising or promotion for success is by increasing travel trade distribution, improving UK visaprocess and media marketing.On the other hand, Bunakov, Zaitseva and Zhukov, (2015) conversion traditional studiesthey have found that individual required information, so that they can make decision aboutwhether to travel or not at the specific destination. In today's Era of technology, social media marketing plays lot in advertising the visitorsvisit the site and the easily interact with the clients or company.The advertising strategies that are used by Thomas Cook travel and tourism aredestination advertising, Travel services, best packages advertising. There are basically twomethods used by any industry for promotion campaign. The first is pre-launch: that is television,press, media and the second one is that time of launch: that includes special offers, discounts,sales, digital marketing etc. Thomas Cook arranges the time to time campaign for the advertising of the companywhich is very beneficial to achieve the desired goals of the company. The televisionadvertisement plays a vital role in promoting the services offered by company and informingpeople about the tours and packages. The Ads are the story telling of the brand Thomas Cookwhich attracts the UK people. The travel and tourism plays a significant role for the UK stronggrowth economy and advertising is the most important method used in any promotion of tour andtravel entity.Travellers will get influence by advertising at the time they are booking a holiday.As per the view of Amir, Ghapar and Ahmad, (2015) has adopted many approaches inassessing tourism advertising by development including the true and quasi-experimental design,econometric modelling, aggregated buyer-purchaser modelling and conversion analysis.However, numbers of studies found that only small portion inquirers are used to take decision3
related to tourism and travels. Here it is stated by that the travel planning is a highly complexprocess which required numbers of decision to be taken in context of destinations. Also, they include travel party, accommodations, length of trip, attractions and activities.This helps them to take decision about where to travel and which destination is satiable to them.The goal of this study is to establish foundations on the degree to various travel components.Therefore, overall trip is influence by travel advertising. On the other hand, Amir, Ghapar andAhmad, (2015) he argues that destination advertising should consider the role of each of thatfacts which affects the nature of visitors and this process is a complexes process. The travel decision process seems to be implicitly recognised by DMOs when oneconsiders the promotional materials and websites of many DMOs include information on thewide ranges of activities related to their destination plans. Also, this provides information needsof travellers explicitly. This acknowledges the visitor expenditures occur across all the otheractivities. From this it also appears that the approaches used by DMOs in measuringeffectiveness of their advertising do not reflect multi-facets of tours and travels. On the other hand, Cheng, Wu and Wu, (2017) they argued that a facets-basedadvertising response model is needed to be more effective in order to grab attention of travellersthrough destination advertising. The social media has huge impact on travellers to book theholiday package and they book their tickets from various sites which are trust worth. Therefore,they search for various sites on different websites and get holiday packages by comparingvarious sites. From the advertisement, it gets easy for travellers to select best holiday destinationand get package in the best possible price. Therefore, they can offer best possible price to theircustomer and attract more clients. Travel and tourism industry plays an important role in the growth of the economic growthof one's country. Before, booking the holiday’s package for their customer they can investigateall the possible package available in their ranges. It will make easier for customers to makechoice from it. As per the views of Bunakov, Zaitseva and Zhukov, (2015) travel organisationmakes sure that their customers are satisfied with holiday package offer by them. Therefore, touroperator should provide all terms and condition of their agencies to the customers. Also, thererules and polices should be clearly mention in that holiday package. They should not misleadtheir customers and provide proper information to them. 4
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