Impact of Social Media on Consumer Decision Making in Travel and Tourism Sector

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Added on Ā 2020/10/05

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AI Summary
The assignment aims to understand the meaning of social media marketing, assess customer behavior and decision-making, analyze the impact of social media on customer decision-making and purchasing decisions in the travel and tourism sector. It recommends strategies to influence customer decisions using social media. The research methodology involves a deductive approach, positivism philosophy, qualitative techniques, primary data collection, and sampling of 20 respondents.

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TITLE -To analyse the impact of social on consumer decision making in Travel and Tourism sector
Theme 4 Impact on decision making process
Positive
Negative
Neither positive nor negative
Interpretation- In order to identify the impact of social media in
decision making process the researcher conducted research at Thomas
Cook. For this he or she asked several questions to 20 customers. This
was done by using questionnaire method. By interpreting data it was
evaluated that out of 20 customers 9 said that the impact on decision
making process is positive. On the contrary 5 said it was negative and
6 said neither positive nor negative. From this it can be said that there
has been change in decision making process. Social media has created
a positive impact on customers mind.
Theme 6 Social media platform is mostly used by
Thomas Cook
Yes
No
Not sure
0 2 4 6 8 10 12
Frequency
Interpretation- in order to attain aims and objectives an investigation
was done by researcher at Thomas Cook. In this he or she was to
analyse the impact of social media. For this randomly 20 respondents
were selected. A question was asked to them whether their problems
are quickly solved or not. By analysing data it was identified that out
of 20, 11 said that their issues are quickly solved whereas 6 was not in
favour and 3 of them was not sure. It can be said that social media has
also helped in solving customer problems. They are given suggestions
so that they can be retained.
Theme 5 Information relevant that is
found on social sites
1 2 3 4 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 6 1 4 2
2 5
0
10
3
5 6
2
3
4
Security and safety of
EasyJet
Landing Take off Flight safety
Interpretation- A research was conducted at Thomas Cook to
evaluate how social media has impacted on consumer
decision making. For this the researcher selected the
questionnaire method and 20 respondents were chosen
randomly. Data was analysed and it was identified from
questionnaire that 11 said that the information found on social
media is relevant as compared to any other source while 4
said no and 5 was not having nay idea about it. Thus, social
media provides enough information to people that enables
them to take decision to buy it or not. Also, it affects their
decision making process.
.
Theme 1 Ads of Thomas Cook services are
observed on various social media sites
1 2 3 4 5
0
5
10
15
20
25
30
35
10 5 0 2 3
3
7
2
6 2
0 5
0
12
3
4
6
2
8
0
8
10
0
1
1
Searching and buying a
ticket
Online payment
Online chatting
Easy to navigate
Complete
information
Easy to access to
Ryanair website
Interpretation- A research was conducted at Thomas Cook regarding
the impact of social media on consumer decision making. For this the
researcher selected the questionnaire method and 20 respondents were
chosen for it randomly. A question was asked to them about areas
where they have found ads of Thomas Cook. By analysing the data it
was identified that out of 20, 13 said that they have found ads of social
media sites, 5 said that no and 2 was not sure about this. Thus, it can be
concluded that customer are able to found ads easily. Also, Thomas
Cook has effectively taken advantage of social media in promotion.
Theme 2: Social site you have mostly seen the
ads of Thomas Cook
1 2 3 4 5
0%
20%
40%
60%
80%
100%
5 10 2
2 1
3
7
2
6 2
8
7
0
3 2
2
5
0
10 3
10 5 0 2 3
Service of EasyJet
Easy comfortable Friendly staff
Priority Not free
Interpretation- The researcher conducted research at Thomas Cook in
order identify the impact of social media on consumer decision
making. In order to conduct research 20 respondents were selected
randomly and questionnaire was distributed to them. By collecting
data it was identified that out of 20, 8 said that they have seen ads on
Facebook, 5 said on Instagram, 4 said in twitter and 3 said in Linked
In. from this it can be concluded that Thomas Cook is advertising their
services to a great extent. With this they are able to attract large
number of people
Objectives:
1. To understand the meaning of social media marketing?
2. To assess the meaning of customer behaviour and decision making?
3. To analyse the impact of social media on customer decision making and purchasing decision in travel and
tourism sector.
4. To recommend the strategies to influence customer decision of purchasing by use of social media
Research Methodology
Research approach- Deductive
Research philosophies- Positivism
Research techniques- Qualitative
Data collection- Primary data
Sampling- Sampling of 20 respondents
Theme 3 Sources from where information about
travel and tourism is obtained
Friends/ relatives
Internet/ social sites/ websites
Tour operators
Newspapers/ magazines
Travel blogs
0 1 2 3 4 5 6 7 8 9
Frequency
Interpretation- In order to achieve aims and objectives, the researcher
conducted research at Thomas Cook. The aim was to identity impact on
consumer decision making due to social media. Questionnaire was distributed
to 20 customers that were selected randomly. A question was asked to them
regarding the sources from where they have got the information about travel and
tourism. By collecting data it was analysed that 4 said they got information from
friends, 8 from social media, 2 from tour operators. Whereas 3 said from
newspapers and 3 from travel blogs. Hence, it is concluded that social media has
been beneficial for companies operating in tourism sector.
Recommendation
Tracking data ā€“ this is the first thing that can be followed by Thomas Cook. In this they can track the data of people on
various websites. This will help them to analyse how customers have reacted to their ads. By this they will be able to identify
their needs.
Installing the latest equipments- Thomas Cook can install and implement the latest technological equipments that will help
them to develop effective digital marketing strategies. Also, by this company can store and maintain data of customers who
have enquired about service. In this they can approach to them.
Establishing customer help desk ā€“ Thomas Cook can establish a separate department for solving customer related queries.
It will help company to answer customer questions. Also, with this Thomas Cook will be able to retain them.
Increasing advertising range ā€“ Thomas Cook can increase their advertise range that will be beneficial for them to attract
more customers. They can promote it on blogs, other websites, etc. it will help in attracting more people. Also, they can
develop different products for them.

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