Impact of Digital Marketing in Travel and Tourism Sector
Added on 2020-12-10
25 Pages5577 Words69 Views
RESEARCH PROJECT
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................11.1 Recording research project outline specification ................................................................1Background ................................................................................................................................1Research aim & objectives..........................................................................................................11.2 Identifying factors that contribute in research project selection ..........................................21.3 Undertaking critical review of key references .....................................................................21.4 Producing a research project specification ...........................................................................31.5 Timeline ...............................................................................................................................4LO2..................................................................................................................................................82.1 Match resources to the research question or hypothesis.......................................................82.2 Undertaking proposed research investigation in accordance with the agreed specificationand procedures............................................................................................................................82.3 Recording and collating relevant data.................................................................................12LO3................................................................................................................................................163.1 Using appropriate ‘research evaluation techniques in the context of current research.......163.2 Interpreting and analysing results.......................................................................................163.3 Conclusion and recommendations......................................................................................18LO4................................................................................................................................................194.1 Using an agreed format and appropriate media to present the outcomes of the research ..19REFERENCES..............................................................................................................................20
INTRODUCTIONTopic: “The influence of digital technology in the travel and tourism sector”.LO11.1 Recording research project outline specification Background Social media has a huge influence on majority of the sectors across the globe. Customersthat are associated and connected with social media websites can research for the tips so thatinformed decisions can be made by them in terms of their travels. They can share their personalexperiences relating to the airline, hotels and place on the social sites (Prasad and Saigal, 2019).In today's world, people are moving forward to the luxurious services because of the evolvinglifestyle of individual. The present study is based on TUI group, a German tourism and travelcompany operating its business worldwide. It owns hotels, airlines, travel agencies, cruise shipsand the retail stores. Furthermore, the study describes the impact of social media on theawareness of the customers of companies functioning in the business of travel & tourism.Moreover, it also explains the research methods, approach, philosophy, sources of data collectionsampling, data analysis tool, ethical practices adopted by the investigator in the research report.Research aim & objectivesAim To assess the impact of social media marketing on customer awareness and decisionmaking in travel and tourism sector. A study on TUI group. Objectives: On the basis of above aim following objectives have been drafted:To identify the trend of social media marketing in UK travel and tourism business. To evaluate the impact of social media marketing with regards to the awareness of TUI’scustomer. To investigate the contribution of SMM on TUI’s customers decision making. To recommend strategies pertaining to SMM that contributes in TUI’s growth.Research questions Q.1 What is the trend of social media marketing in UK?Q.2 Does social media marketing has impact on awareness and decision making aspect of TUI’scustomers?1
1.2 Identifying factors that contribute in research project selection Keen interest in knowing the changing trends and influences of the digital marketing in thetourism sector is the main reason behind selection of this project. Further, now more and morecompanies are using social media for advertisement purpose. Hence, this in turn considered asresearch issue now because negative comments given by the individual on such sites adverselyimpacts purchasing decision of customers. Thus, through thematic analysis such study willprovide deeper insight to travel firms about the extent to which social media marketing affectsawareness and decision making aspect of customers. 1.3 Undertaking critical review of key references Literature reviewTheme 1: Trend of social media marketing As per Harrigan and et.al., (2017), social media has a great influence on the growth ofcompany in tourism segment as it is founded that it contributes to gain popularity among theusers through video, photo sharing, written reviews, localization and blogging of the internet.Travelers uses social media for discussing about the places where they are visiting and theattractions that are seen by them. This helps in building the awareness among the customersregarding different venues and travel companies. On the contrary Hudson and et.al., (2015),viewed that negative reviews and feedback by the customers on the social media relating to theineffective services facilitated by the enterprise affects the brand image of the companyadversely on a global platform. In accordance with the Narangajavana and et.al., (2017), it issuggested that customers can search for several packages provided by different tourismcompanies and can select the package that best suits to its budget so that cost effectiveness canbe attained. However, Ainin and et.al., (2015), identified that through social media travelersupload their videos or pictures from their experiences which sometimes resulted as unsecured,the misuse of those photos and videos on the digital media is increasing day by day whichbecomes a concern for the customers and by this they resist themselves in sharing their goodmoments. Theme 2: Impact of digital technology on customer awareness and decision making Bigne and et.al., (2018), viewed that, through social media, customers check-in to variouslocations and post their reviews online which helps the travel industry in reaching more andmore awareness among the other new potential customers and by this large customers can be2
attracted towards the company. On the other hand, it is also analyzed by Narangajavana Kaosiriand et.al., (2019), that unexpected events such as natural disasters and unfavorable conditions ofthe weather highly influence the decision making of the customers as they would not choose totravel at such places that are risky. In accordance with Samala and et.al., (2019), it is evaluatedthat in today's changing world, social media created a high trend as blogging, this helps thecustomers in exploring new places with fulfillment of earning purpose. There are many peoplewho have their own blog website on the tourism which enable the travel and tourism corporate inpromoting and advertising about their packages, locations and hotels used by their customers. In a recent survey made by the Dewnarain, Ramkissoon and Mavondo (2019), it isevaluated that major earning of the travel blogs has ascertained through the blogging. Moreover,it is also referred by Todua (2018), that improper design of quotation by industry negativelyaffects the decision making of the customers as they could not get the informative description ofthe package. This leads to lack of comparison between different quotation faced by theconsumers. According to the Gupta (2019),view, several apps are available specifically inrelation to the travel and tourism like make my trip, Oyo etc. which are used by the customersespecially for booking the tickets at discounted rate and selecting the hotels as per their budgetand specifications. These apps enable the customer in getting the travel information and to get abetter understanding and knowledge about a particular place. Social media helps in the people inowing to different apps which in turn assist in finding out the different locations with reviews.On the other side, it is also stated by the Harb and et.al., (2019), that travel industry facesdifficulty in having a direct connection with the customers through social media and therelationship cannot be built effectively with large people. 1.4 Producing a research project specification Research methods Research type: Scholar will use qualitative research as it will be act as the best methodfor preparing the research on this qualitative issue (Bresler and Stake, 2017). It provides thedetail analysis and facilitate deeper insight by assigning the ranks and recording the behavioursand feelings related features in the study.Research approach and philosophy: Inductive approach will be used by the researcherwhich creates the learning outcomes more and more interesting as it states the experiences of thecustomers regarding the impact of the social media influence. The philosophy that will be3
applied by the scholar is interpretivism theory which gives access to different aspect of therealitry in the study to the investigator.Data collection: the sources of data collection in this report will include both the sourcesthat is the primary as well as the secondary sources. In other words it means the data will becollected from the books, journals and other articles and through scheduling the questionnaire aswell. Sampling: The researcher will use probabilistic random sampling as it the best samp0lingtechnique that facilitate the equal possible chance to the population of being selected and it issimple to use (Fletcher, 2017). Errors can also be measured easily by using this samplingtechnique.Data analysis: thematic data analysis tool will be utilized by the scholar in this researchreport as it provides meaningful structure to the study and relatively easy band accessible tothose scholars having no experience of the qualitative research.Ethical consideration: The confidentiality will be maintained adequately maintained bythe researcher. Aims and objectives of the study will be not contain any exaggeration anddeception. This leads to an ethical consideration by the scholar.1.5 Timeline In order to accomplish study within the suitable time frame following timeline is prepared:Gantt chart Activities /weeks 1234567891011121314Topicselection Framingaimsandobjec4
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