Impact of Social Media on Business Performance: A Case Study of Thomas Cook

This research project investigates the impact of social media on the business performance of Thomas Cook. It examines how social media has influenced the company's marketing strategies, customer engagement, and overall business growth. The study utilizes a mixed-methods approach, combining quantitative data analysis from surveys and qualitative insights from interviews with industry experts and Thomas Cook employees. The findings reveal the significant role of social media in shaping the travel and tourism industry, highlighting the importance of a strategic social media presence for businesses like Thomas Cook.

Research project
Impact of social media on the company business: A case study of
Thomas Cook.
1

Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................4
1.1 Formulate and record possible research project outline specifications..................................4
1.2 Identify the factors that contribute to the process of research project selection....................6
1.3 Undertake a critical review of key references........................................................................8
1.4 Produce a research project specification................................................................................9
1.5 Provide an appropriate plan and procedures for the agreed research specifications............11
Task 2.............................................................................................................................................13
2.1. Match resources efficiently to the research question or hypothesis....................................13
2.2. Undertake the proposed research investigation in accordance with the agreed specification
and procedures...........................................................................................................................14
2.3. Record and collate relevant data where appropriate...........................................................16
Task 3.............................................................................................................................................17
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why?........................................................17
3.2. Interpret and analyze the results in terms of the original research specification................18
3.3. Make recommendations and justify areas for further consideration...................................28
Task 4.............................................................................................................................................29
4.1. Use an agreed format and appropriate media to present the outcomes of the research to an
audience.....................................................................................................................................29
Conclusion.....................................................................................................................................30
References......................................................................................................................................31
2

Introduction
The project report elaborates on the systematic procedure of the specification related to the
conduct of the research so that it can assist the sector of travel and tourism in making appropriate
and suitable decisions in relation to the impact of social media on the company business, a case
study of Thomas Cook. In addition, the project report provides for the various factors that can
assist the researcher in making a proper contribution to the research project selection. Apart from
that, the researcher project report provides a proper plan and procedure in relation to the conduct
of the research so that the concerned sector can make appropriate and suitable steps in order to
manage the changes prevailing in the market environment. Besides the project report addresses
the efficient and effective utilization of the resources so that the research can be conducted
without any barrier. The report also provides for the appropriate methods and techniques for the
collection of the data so that the outcome generated can serve the purpose in an effective and
enhanced manner. The entire project report provides includes various recommendations and
suggestion so that the researcher can gather a useful outcome thereby leading to better and
successful position of Thomas Cook in the market and as such attain the goals and objectives for
which the research is conducted.
3

Task 1
1.1 Formulate and record possible research project outline specifications.
Aims of the research
The main aim of the research work is to understand and have a deep knowledge of the impact of
the technology on the sector of travel and tourism so that to elaborate on the process of the
decision making. In addition, the research project work aims to have better and deep knowledge
on the changes in the environment so that to manage the operations of the concerned sector
effectively and efficiently.
Objectives of the Research
 To understand the changes and impact of the market condition in the operations of the sector
related to the Thomas Cook.
 To have a brief understanding of the impact of the technology on the sector of travel and
tourism.
 To focus on the areas that can support the concerned sector in enhancing the level of
operations so that to have a better position in the market.
 To ensure suitable changes in conforming to the changing environment (Udoh & Inuwa,
2016).
 To gain in-depth study on the functioning of the travel and tourism sector.
Research question
What is the impact of social media on the business performance of Thomas Cook?
Rationale of selection
The basic and prime reason for the research is to understand the impact of the technology on the
operations and functioning of the travel and tourism sector so as to adopt and implement
necessary and required changes in the working so that the objectives and the aims of the research
can be effectively achieved (Ada & Ghaffarzadeh, 2015). Apart, the outcome generated from the
4

research work will assist in the decision making of the consumer as well as all the parties
associated with the concerned sector.
Resource Implications
In order to the process of the research work, there are various resources that are involved such as
physical, financial and human resources that can assist the researcher in conducting the
operations and functions in a better way. As such it becomes crucial that the researcher have
proper control and management of the various resources (Udoh & Inuwa, 2016).
5

1.2 Identify the factors that contribute to the process of research project selection.
To prepare a research project, it is very important to consider various factors so that it can be
understandable to every user. Thus, it is important to gain an in-depth understanding of the
general content of a research project.
The basic factors that contribute to the process of research project selection are listed below:
Objectives of the research: The basic and foremost factor that needs to be considered is the
objective of the research for which research is going to be conducted. Ignoring research
objectives will render the research project useless. It is very important to have a clear
understanding so that all the team members work to fulfil research objectives. For the better
understanding, it is important to prepare a planning document and it needs to be circulated to all
the team members.
Resources available: While formulating and designing the research project selection, resources
available with the research team needs to be considered in order that research objectives can be
accomplished and achieved. Many times, researcher face situation regarding scarcity of the
resources (Sriratanaviriyakul, et. al., 2013). These resources create a barrier to achieving the
research objectives and goals. This is why these resources need to be organized and managed in
a suitable manner.
Time span: Time constraint is another factor that needs to be considered while formulating and
designing research project. Every research project has a specified time limit within which it
needs to be completed. All the resources need to be managed in such a manner so that it can be
completed within the specified time limit or time span (Rahi, 2017). Noncompletion of the
research work within the specified time is of no use. Thus it is very important to conduct the
research work and it is inadvisable to extend the research project unnecessarily.
The composition of the research team: The research team consists of various team members
with distinct qualifications and experience (Alshenqeeti, 2014). Keeping this thing into
consideration, the work needs to be allocated and distributed according to the qualifications of
the project team members. The composition of the research team should be designed in such a
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manner that all the team members assist in the conduction of the research work and study in an
organized manner. This will assist the researcher in the attainment of value outcome and also
assist in ensuring that the activities are properly conducted and managed.
Cost constraint: Every research needs to be conducted within a specified cost budget. This is
because there is cost constraint involved in every research study. For this purpose, a proper
budget needs to be prepared to depict the cost budget for each and every phase of the research
work (Ragupathi & Prabu, 2015). Besides, previous research work also plays a major and
dominant role in the determination and fixation of the budget. Completion of the research work
with over budgeted cost will be of no use as it will be of no use. Incurring excessive cost can
arise due to wring preparation of budget or a hike in relevant cost.
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1.3 Undertake a critical review of key references
In words of Ragupathi & Prabu, (2015) with the changing scenario in the market environment,
the role of technology is highly impactful that can lead to great changes in the normal and
smooth functioning of any form of organization. Technology is the factor that can affect the
business working in a great manner and as such can affect the position of the concerned sector in
a great and adverse manner. The author in this regard elaborates that the travel and tourism
sector should with the changing needs of the market in respect of technology so that a strong
position can be occupied in the market.
The author further extends that adoption and implementation of the social media will enhance the
process needs of the concerned sector on the basis of various substituted elements and resources.
Apart from that, the author addresses that the new and advanced features will ensure the
concerned sector to bring and implement necessary changes in the operations so that
effectiveness and efficiency can be attained. Moreover, the author provided for the process of
globalization that provides for the emergent needs in the advancement of the technology to gain
a successful position worldwide (Nowduri, 2015).
Besides from the above facts the author tends to provide deep focus on the advantages of the
technology in the concerned sector that is enhancing elaborated knowledge among the
customers, reduction in the factors of cost, better sharing of the information so that the customers
can have knowledge of the operations of the concerned sector leading to better transparency of
the operations (Omotayo, 2015). Further provided, the author provided focus on the fact that the
factor of technology can assist the travel and tourism sector in gaining better and enhanced
opportunities, flexibility in the work operations, awareness, enhanced promotion campaigns etc.
The author as such suggested that the concerned sector must focus on the technology factor so
that better decisions in relation to the consumer can be made.
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1.4 Produce a research project specification.
In relation to the conduct of the research work, it is very essential that the researcher focus and
concentrate on the appropriate and suitable project specification so that all the activities of the
research work are conducted properly and ineffective manner thereby leading to the successful
outcome. In the context of the sector of travel and tourism the following specifications must be
kept in mind of the researcher so that to understand the impact of factors related to the
technology on the decision-making process of the consumer:
Purpose of the study: The first and the foremost fact that is to be considered is that the
researcher must clearly understand the purpose of the research so that it is easy to evaluate all the
positive and negative points and can have enhanced knowledge.
The significance of the Study: The researcher before the conduct of the research work must
understand the various factors that can provide benefit in further activities and as such will assist
the authorities engaged in the sector of travel and tourism to make value decision in relation to
the impact of the technology for better and effective consumer decisions (Lowry, 2015).
The methodology used in the research work: In relation to the conduct of the research there
are various methods that can be used by the researcher for the collection of the data. The
methods for the collection of the data involve primary as well as a secondary method of data
collection (Nowduri, 2015). The researcher must understand and have knowledge of both the
methods so that the research can benefit the concerned sector in the best manner.
Tools and techniques used in the research process: The researcher must have the deep and in-
depth knowledge of various tools and techniques that can support the researcher in the attainment
of a valuable outcome. These tools and techniques can serve differently in different conditions as
such the researcher are required to select the most appropriate technique so that a value-result
can be grasped and further decisions can be taken (Mamary, et. al., 2014).
Interpretation of the study: The next important specification requires that the data collected
must be properly evaluated and understood so that a proper interpretation can be made and as
such the researcher can make an appropriate justification.
9

Conclusions and recommendations: The researcher after the conduct of the proper research
work must elaborate on the proper conclusions and recommendations so that the parties
associated with the concerned sector can have enhanced and effective knowledge.
10

1.5 Provide an appropriate plan and procedures for the agreed research specifications.
Action Plan
Task Particulars Starting
date
Ending
date
Time slot Explanation
1 Determination of the
subject matter of the
research work
1/05/2018 3/05/2018 3days The subject
matter is
required to be
chosen through
a proper
understanding
of the desired
objectives.
2 An assortment of the
information
4/05/2018 8/05/2018 5 days Necessary and
required
information
must be
collected
through proper
analysis so that
relevant
outcome can be
gained.
3 Collection of the
data
9/05/2018 15/05/2018 7 days The researcher
can gather the
relevant data
through the aid
of primary and
secondary
method of
collection of the
11

data.
4 Examination of
collected data
16/05/2018 21/05/2018 6 days The researcher
is required to
examine the
data in detail so
that the proper
understanding
can be grasped
and further
decisions can be
taken
effectively.
5 Assessment of
collected data
22/05/2018 29/05/2018 8 days After
examination, the
researcher must
assess all the
data in a proper
manner by the
aid of various
techniques so
that all the
operations can
be done
effectively.
6 Assumption and
suggestion of
project research
30/05/2018 31/05/2018 2 days The researcher
is requiring
providing
proper
conclusions and
suggestions on
the research
12

work to assist
the parties
associated with
the research.
Gantt chart
13

Task 2
2.1. Match resources efficiently to the research question or hypothesis
Methodology part offers a glimpse of the method and procedure observed even as conducting the
research take a look at and the approach used to achieve the specified statistics. The studies
philosophy and the method selected have been elaborated. Further, the number one studies facts
series methods like questionnaires and semi-structured interviews are particular in the study at
the side of the ethics and the findings will be the centre part of the research. In addition, the pilot
tested questionnaire and the recommendations are carried out primarily based on the outcomes of
the identical could be discussed (Parveen, et. al., 2015).
14

2.2. Undertake the proposed research investigation in accordance with the agreed
specification and procedures.
Question 1: Does Thomas cook use social media?
A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
Question 2: Which type of social media platform does Thomas cook mostly involve?
A. Facebook
B. Twitter
C. YouTube
D. Instagram
E. Pinterest
Question 3: Is social media is cheaper than the traditional advertising method?
A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
Question 4: How social media effects on social life?
A. Effect on face to face communication
B. Does not effect on social media
C. Replace social media
Question 5: Are social media important?
A. Agree
B. Disagree
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C. Strongly agree
D. Strongly disagree
Question 6: Is social media impact on business development?
A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
Question 7: Do social media lead to positioning and better growth opportunities?
A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
Question 8: Does Social media ignites better brand loyalty among customers?
A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
Question 9: Are Social Media plays a positive role in fostering better B2B relationship?
A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
Question 10: Is increased involvement in social media and better business relationships?
A. Agree
B. Disagree
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C. Strongly agree
D. Strongly disagree
17

2.3. Record and collate relevant data where appropriate.
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Task 3
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation
(formative or summative) is more appropriate for your research? Why?
The methodology can be explained as the procedure, a process that is used for studying and
thinking about the reality of society. Whereas as evaluation of research is a planning or strategy
of carrying out the research project. There are two types of evaluation that are formative and
summative. Formative can be explained as the no more than that assessment that is carried out
frequently which is planned out at the time of teaching. On the other hand, summative is the
project is analyzed at the end of the operating cycle and findings and recommendations are
developed at the end of completing the research project (Saunders, et. al., 2012).
In the research project summative is more appropriate than the formative research evaluation
method. Because there is limited time and it helps in carrying out the project in given timeframe.
It maintains the acceptance, effectiveness, worth, and transfers (Tiago & Verı´ssimo, 2014).
19

3.2. Interpret and analyze the results in terms of the original research specification
Question 1: Does Thomas cook use social media?
Options Responses
Agree 8
Disagree 6
Strongly agree 3
Strongly
disagree
3
Total 20
Data analysis: The above slide explains whether the Thomas cook is using the social media or
not. Through analyzing it has been concluded that Thomas cook is using the social media
strategy in order to communicate with the stakeholders of the company, business growth and
promoting the business. There are various participants who believe that social media platform is
important in personal as well as professional life. 40% of total participant agrees that Thomas
cook is using social media and 15% among them are strongly agrees. 30% of the total disagree
while another 15% are strongly rejected the statement.
20

Question 2: Which type of social media platform does Thomas cook mostly involve?
Options Responses
Facebook 8
Twitter 3
YouTube 4
Instagram 3
Pinterest 2
Total 20
Data analysis: The above slide explains the type of social media platform does Thomas cook
mostly involve. Through analyzing it has been concluded that Thomas cook is using the different
platforms such as Facebook, Twitter, YouTube, Instagram, and Pinterest. Social 40% of total
participant agrees that Thomas cook is using Facebook as a social media strategy and 15%
among them are strongly agrees that it using Twitter to promote their products and services. 20%
of the total are agreed that It uploads videos to attract more and more customers while another
15% strongly believes that it uses Instagram and 10% people believes that they influence by the
Pinterest pictures.
21

Question 3: Is social media is cheaper than the traditional advertising method?
Options Responses
Agree 6
Disagree 5
Strongly agree 5
Strongly
disagree
4
Total 20
Data analysis: The above slide explains whether the social media is cheaper than the traditional
advertising method or not. Through analyzing it has been concluded social media is cheaper than
the traditional advertising method. The traditional method is time-consuming process whereas
the modern method of promoting and advertising is fast. By posting the blog on social media can
deliver to the people in a very few seconds. 30% of total participant agrees that social media is
cheaper than the traditional advertising method and 25% among them are strongly agreed. 25%
of the total disagree while another 20% are strongly rejected the statement.
22

Question 4: How social media effects on social life?
Options Responses
Effect on face to face
communication
15
Does not effect on social media 3
Replace social media 2
Total 20
Data analysis: The above slide explains the way in which social media effects on social life.
Through analyzing it has been concluded that social media effects on social life through directly,
indirectly or sometimes both. It is having an effect on the face to face communication. 75% of
total participant agrees that social media effects on social life through the face to face
communication and 15% among them strongly agree that it does not effect on social media at all.
10% of the total are agreed that effect of social media replaces the social media.
23

Question 5: Are social media important?
Options Responses
Agree 13
Disagree 2
Strongly agree 3
Strongly
disagree
2
Total 20
Data analysis: The above slide explains whether the social media important in business or not.
Through analyzing it has been concluded that social media important because it helps in
communication with the stakeholders of the company, business growth and promoting the
business. 65% of total participant agrees that social media important and 15% among them
strongly agree. 15% of the total disagree while another 10% are strongly rejected the statement.
24

Question 6: Is social media impact on business development?
Options Responses
Agree 15
Disagree 2
Strongly agree 2
Strongly
disagree
1
Total 20
Data analysis: The above slide explains the wether the social media impact on business
development or not. Through analyzing it has been concluded that social media impact on
business development. Social media contribute in creating and generating the productivity and
profitability of the company. This can be possible by regularly engaging in the social media
strategy. 75% of total participant agrees that social media impact on business development and
10% among them strongly agree. 10% of the total disagree while another 5% are strongly
rejected the statement.
25

Question 7: Do social media lead to positioning and better growth opportunities?
Options Responses
Agree 12
Disagree 3
Strongly agree 3
Strongly
disagree
2
Total 20
Data analysis: The above slide explains whether the social media lead to positioning and better
growth opportunities or not. Through analyzing it has been concluded that social media lead to
positioning and better growth opportunities. Better growth opportunities and posting help the
company to deal with the competitors of the organization. Due to increase in technology and
other availability of the products and services, there is tough competition in the market. 60% of
total participant agrees that social media lead to positioning and better growth opportunities and
15% among them are strongly agreed. 15% of the total disagree while another 10% are strongly
rejected the statement.
26

Question 8: Does Social media ignites better brand loyalty among customers?
Options Responses
Agree 9
Disagree 3
Strongly agree 6
Strongly
disagree
2
Total 20
Data analysis: The above slide explains whether the Social media ignites better brand loyalty
among customers or not. Through analyzing it has been concluded that social media strategy
Social media ignites better brand loyalty among customers. Loyalty among the customers plays
an important role in increasing the productivity and profitability of the company. It also
contributes to attracting more and more customers and retaining the existing customers. This will
lead to expanding the business. 45% of total participant agrees that Social media ignites better
brand loyalty among customers and 30% among them are strongly agreed. 15% of the total
disagree while another 10% are strongly rejected the statement.
27

Question 9: Are Social Media plays a positive role in fostering better B2B relationship?
Options Responses
Agree 10
Disagree 4
Strongly agree 5
Strongly
disagree
1
Total 20
Data analysis: The above slide explains whether the Social Media plays a positive role in
fostering better B2B relationship or not. Through analyzing it has been concluded that Thomas
cook is using the social media strategy that helps in fostering a better B2B relationship. B2B
relationship benefited both the companies that are involved in the process. 50% of total
participant agrees that Thomas cook is using social media that fosters B2B relationship and 25%
among them are strongly agrees. 20% of the total disagree while another 5% are strongly rejected
the statement.
28

Question 10: Is increased involvement in social media and better business relationships?
Options Responses
Agree 13
Disagree 2
Strongly agree 3
Strongly
disagree
2
Total 20
Data analysis: The above slide explains the wether the increased involvement in social media
and better business relationships are effective or not. Through analyzing it has been concluded
that Thomas cook is using the social media strategy for a various purpose that may include
communicating with the stakeholders of the company, business growth and promoting the
business. But beside this, it is important to establish and develop an effective and better
relationship. 65% of total participant agrees that Thomas cook is using social media for a better
business relationship and 15% among them are strongly agreed. 10% of the total disagree while
another 10% are strongly rejected the statement.
29

3.3. Make recommendations and justify areas for further consideration.
It has been recommended to Thomas cook that social media is the most engaging platform where
an individual its majority of the time. So it can offer the unparalleled opportunities to a company.
It is important for the organization to regularly posting on social media after a regular interval. In
order to develop the image of the organization, the organization should have the control over the
content of the material posted on the social media. An effective content develops the kind of the
different outcomes that depends upon kind of impression that a company wants to create in
public economy (TNS, 2015).
Identification also enables the Thomas cook to focus on all the marketing efforts by engaging in
particular social media platform. It will facilitate the organization to reach to eth maximum
number of the potential customers. In order to effectively engaging on the social media, the
Thomas cook company need to provide training for increasing sales on social media. The regular
activity can increase the brand value and visibility of the organization.
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Task 4
4.1. Use an agreed format and appropriate media to present the outcomes of the research
to an audience.
31

Conclusion
The entire project report concludes on the proper and systematic procedure related to the conduct
of the research so that appropriate and suitable outcome can be gained and as such further
decision in relation to the activities and the operations of the concerned sector can be made
effectively. Apart the project report elaborates on the impact of the social media in relation to the
activities and working of the concerned sector so as to attract the customers in an effective and
enhanced manner. In addition, the report concludes on the various resources such as physical,
human and financial so that they can contribute to the attainment of the proper outcome. Apart
from that, the project report concludes on the proper collection of the data so that the data can
serve the purpose of the research in an enhanced manner and be reliable in all the aspects of the
research. The project report also concludes on the effective specifications that must be carried by
the researcher so that the researcher process can be made in an effective manner leading to the
better attainment of the goals and objectives. The entire project contains useful recommendations
that can be used by the researcher so that the researcher can have better operations in the future.
32

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