Impacts and Influences of Social Media on the Travel and Tourism Industry

This research project explores the significant impact of social media on the travel and tourism industry. It investigates how social media platforms influence consumer decision-making processes, from planning trips to choosing destinations and booking accommodations. The study analyzes data collected through surveys and secondary research to understand the role of social media in shaping consumer behavior and preferences within the travel and tourism sector. The findings highlight the importance of social media marketing for travel businesses and provide insights into how to leverage these platforms effectively.

RESEARCH PROJECT IN TRAVEL AND TOURISM INDUSTRY
Impacts and influences of Social Media on the Travel and Tourism industry
0

Introduction
The main aim of this unit is to develop research skills and to make one confident in using different
research techniques and methods. This is done by addressing some elements that are making up
the formal research methodologies, including the research proposal and methodologies along with
the presentation of research findings. The main theme of this research project is “the influence of
technology in the travel and tourism sector”. This topic has been chosen because in this modern
world, digital technologies are impacting on each and every sector to a great extent and hence it is
very important to analyse its impacts on travel and tourism sector, as it is one of the major sectors
that is contributing a high part in a country's economic growth. Hence, the implementation of
digital technologies in the field of travel and tourism sector is also influencing consumers' decision-
making processes, which is also highlighted in this research project. The main focus of this
assignment is on the “Impacts and influences of Social Media on the Travel and Tourism industry”.

Task 1 – Research Proposal
1.1 Formulating and recording possible research project outline
specifications
Research Background
In the last few decades, it has been observed that there is a significant increase in the use of social
media and digital technologies in almost the entire sector in the world. Also, the travel and tourism
sector has seen an impressive development and growth since the beginning of a digital era. Over
the past few years due to the recession, the travel and tourism industry has faced many of the
challenges like people have started to cut down their spending on vacations and hence the sales of
travel and tourism industry has decreased to a great extent. This decrease has led to the generation
of lower revenues, payrolls and there is also a decrease in work segments as job opportunities are
less due to less demand in the business industry (Xiang, et al., 2015).
But today, the travel and tourism industry is on the rise again as there are many changes like the
introduction of digital technologies in their business activities. Also, the use of social media
platforms is creating new opportunities to progress and attract a large number of customers
towards the services and products of the travel and tourism industry. Social media platforms are
facilitating many of the customers with proper communication and empower guest engagement in
many ways. This research will be focusing on the identification of major digital technological
implementation and adoption which is creating a positive influence on the mind of customers and
impacting their decision making to a great extent (Jacobsen and Munar, 2012).
Research Questions
1. What are the major technological and digital factors that are transforming and facilitating
the travel and tourism industry?
2. How is the implementation and adopting of digital technologies helpful in affecting the
customers’ behaviour and hence increasing the sales of products in the travel and tourism
sector?
3. What are the major advantages and disadvantages of adopting digital technologies in the
business activities like marketing of travel and tourism sector?

4. How the systems and processes in the travel and tourism industry have been affected by the
introduction and implementation of technologies?
Aims and Objectives
The main aim of the research is to obtain meaningful results on the impacts of technologies in the
field of travel and tourism industry. It is also aimed to observe and identify the major factors that
are increasing the growth of the travel industry. This growth, development and implementation of
digital technologies in the travel and tourism industry are inspiring the customers of travel and
tourism industry to buy more and more products and services, as the processes are new becoming
easy and compatible for using (Bryman and Bell, 2015).
In order to achieve the aims of this research, they have been divided into following objectives with
which they can be achieved properly and effectively:
1. To develop an understanding of how digital technologies are contributing to the growth and
development of travel and tourism sector.
2. To identify how the major implementation and changes in digital technologies have
impacted the business activities in the travel and tourism industry.
3. To identify and assess the impacts of digital technologies on the travel industry along with
its business activities.
4. To identify that how the decision making of customers are affected due to digital
technologies and how they are becoming more satisfied through the implementation
processes.
5. To identify the contribution of social networking sites in marketing the products and
services of travel and tourism industry.

1.2 Identifying the factors that are contributing to the process of
research project selection
Rationale for Research
The main focus of this research is to help in understanding the role and significance of various
digital technologies in the travel and tourism industry. This research will be helpful in providing and
listing all the evidence and factors that are contributing to the growth of the travel and tourism
industry and that are coming in the digital sector. All the technologies that are adopted by the
travel and tourism industry’s companies and organizations are basically based on the internet
service (Jacobsen and Munar, 2012). The travel and tourism industry is enhancing its services and
facilities by introducing many of the technologies like mobile, digital, transportation, e-commerce
technologies along with other digital and internet technologies. Hence, it can be said that with the
help of modern technology and digital concepts, the travel and tourism industry is providing
services and facilities to its customers on one click and moreover in a few steps. The technological
development in the field of the travel industry is attracting many of the customers because of ease
and less complexity; hence they are motivating the customers to use the travel services and to
travel the world destinations with satisfaction in their minds (Bryman and Bell, 2015).
It is also observed that the booking of hotels and selection of packages have become easier as many
travel agencies and trip advisors are offering their services online. They are also offering their
customers to have a pre-visit look at the locations at which at will travel by showing them photos
and videos of the ex-customers. Booking of hotels becomes easy for accommodation with the
option of pre and online booking systems. Hence, it can be concluded that technology is acting as a
backbone for the travel and tourism industry (Jacobsen and Munar, 2012).

1.3 A critical review of key references
Literature Review
UNWTO has defined that “travel and tourism industry is a social, cultural and economic
phenomenon which involves the movement of various travels to different parts of the world for
their personal, business or travel purpose.” In addition to this, it has also been listed that the travel
industry is a source of employment to various nations as millions of people are getting job
opportunities and improving their standard of living from this (Benea, 2014). Thus, it becomes very
important to research, analyse and study on the travel and tourism industry with deep
understanding and attention.
Robinson, Lück and Smith (2013), added that since the staring of the 1950s, the travel and tourism
sector is emerging with high rate and goes through various social and environmental changes. Thus,
it becomes one of the most serious fields of research for many of the scholars and researchers since
1970s.
According to Page (2009), it can be said that the hospitality and travel industry has become a
commercialized experience, where the customers are paying for the particular services and
products that they have consumed via a bill. Robinson, Lück and Smith (2013), added more in this,
that the hospitality industry is a subset of the tourism industry and also a fundamental part of the
domestic and inbound leisure market. Consistent increase in the demands of different customers is
allowing both the tourism and hospitality industry to forecast the demands of customers and work
as per their needs. In addition to this, the identification of opportunities in order to increase the
customers spending power and creating a wave becomes very important (Bearne, 2016).
As per Belkon (2017), planning of a trip 10 years ago and now is very different, as many of the
aspects have changes in the last few years, due to which the facilities have also updated. The
modern travellers find it easier to book, travel and enjoy travelling as it is the result of technology
integration and other conveniences. With the help of internet facilities like mobile technologies,
Wi-Fi and online booking applications, the travel and tourism industry’s organizations become able
to attract a large number of customers (Trout, 2013).

Digital technologies have also helped in making the payment systems and procedures easy by
introducing various software and applications. This is said by Anonymous in an article which has
been published in the year 2014 on travel technology and science. Digital technologies are also
helpful in providing various facilities like providing various options through the internet so that the
customers can choose from them as per their requirement and then they can have a satisfaction in
their minds.
As per an article on Tourism in a World Technology (2011), it can be said that the modern
technology is providing various advantages to the travel industry like reducing the expensive human
labour and avoiding issues related to customer services and dissatisfaction. This is done by them for
providing whole responsibility of booking and selecting to the customers and allow them to make
their own decisions by providing them digital software and applications in their hands.
In the year 2015, the World Travel and Tourism Council has declared that the travel and tourism
industry's systems and processes have transformed to a great extent with the introduction of digital
technologies. It is also said that there are 7 ways in which the modern technologies are changing
and disturbing the travel industry which includes, smartphones, trip-advisors, satellite navigations,
GPRS, Google glass etc. With the help of GPRS systems, it becomes very easy to track the location of
a particular destination and hence the travellers who are travelling in their own vehicle found it
easier to reach a particular destination.
According to Chakraborty (2013), the modern technologies are providing customer-focused
solutions to many of the travel organizations along with collaborative working platforms which are
helpful in satisfying their customers.

1.4 Producing a research project specification
This research project will use a large number of research tools and techniques for finding various
information and knowledge. This will be helpful in reaching to exact results and conclusion of the
research project. Both primary and secondary research techniques are used in the research in order
to collect relevant data and information related to the research questions. Secondary research will
be done by reviewing the existing data from different research proposals, scholars, articles and
journals which are based on the impacts of digital technologies in the travel and tourism industry
(Neuman, 2013).
On the other hand, primary research will use both qualitative and quantitative research techniques
which will be helpful in collecting the first-hand data on the research topic.
Qualitative Research
This research will be helpful in collecting the non-numeric data from different newspapers, articles,
books, journals and from various internet sources (Lewis, 2015). From all these sources,
information that is relevant to technological impacts in the travel industry is taken into
consideration along with the current trends in the field that is driving customers' mindset and
improving their satisfaction level.
Quantitative Research
Questionnaire survey method will be used in this method for collecting relevant data and
information related to the research topic, as this technique will be helpful in collecting the
numerical data (Brannen, 2017). The major factors that are responsible for affecting the customers
behaviour and decision making along with their satisfaction level are collected which is relevant to
the travel and tourism industry. Following are the major questions that will be asked to college
students, colleagues and friends which will have a sample size of 100.
Questionnaire
1. What is the major purpose for your travel?
 Enjoyment and leisure
 Business purpose
 Religious purpose

 Personal purposes (including meeting relatives and friends, attending family
functions and gatherings)
2. Do you use Social Media like Facebook, Instagram for planning your trip?
 Yes
 No
3. Do you use Social Media while travelling?
 Yes
 No
4. Among the following Social Media platforms, which is the most useful one to help you in
planning a trip?
 Facebook
 Twitter
 Instagram
 Google+
5. What is your main purpose for using various social networking sites like Facebook and
Instagram?
 Searching new locations
 Reading travel reviews and recommendations of ex-visitors
 Posting photos and videos of the latest travel trip
 Posting travel reviews and recommendations
6. What do you search for on social networking sites like Facebook and Instagram?
 Destination ideas and new locations for travelling
 Hotels and accommodation facilities
 Transportation choice and food deals
 Hotel Recommendations
7. Do photos and videos of travel destinations that are posted on social networking sites are
encouraging you to travel to that particular place?
 Yes
 No
8. Which form of advertising, do you trust the most?
 Mouth advertising/ word of mouth
 Recommendations from peers

 Online reviews
 Aids on TV, magazines and newspapers
9. Which of the following is the most important one on which the travel and tourism industry
rely on?
 Digital technologies
 Transportation technologies
 Both of them
10. Do you believe that the entire processes and systems of the travel and tourism industry are
dependent on modern technology?
 Yes
 No
11. Are you satisfied with the implementation of digital technologies in the travel and tourism
sector?
 Yes
 No
 Average
Ethical Consideration
Any kind of unethical acts will not be entertained at the time of research activities. All the
techniques and tools that will be used in this research will be highly ethical and truthful as they will
not harm any of the suspects in the research activities. All the privacies and confidentiality will be
assured with respect to the identities of participants (Roberts, 2015).

1.5 Providing an appropriate plan and procedures for the agreed
research specification
Figure 1: Stage of Research Process
[Source: http://employees.oneonta.edu/wilkerwr/s5presentations/s5-test.html]
The above figure will be helpful in understanding the research processes or stages that need to be
carried out in this research project as they are essential in finding the results. In addition to this,
following Gantt chart will be helpful in showing the scheduled timing of the above-mentioned
activities in the research project. This Gantt chart will be helpful in completing activities on pre-
defined schedules and timeframes as it graphically charts which is showing clear numbering of
activities (Creswell and Creswell, 2017).
Problem
discovery and
definition
Specification of
Reserach Aims
and Objectives
Research Design
Sampling Data Gathering Data Analysis
and processing
Conclusions and
Report

Activities/ months 1 2 3 4 5 6
Planning of
research project
Allocation of
resources
Data collections
Documentation of
the collected data
and gathering
relevant
information
Analysis and
evaluation of
collected data
Conclusions and
recommendations
Report and
Presentation
Table 1: Gantt chart

Task 2
2.1 Matching resources efficiently to the research question or
hypothesis
Resources are making an important impact in the research activities like data collection and its
analysis; hence there is a need to ensure that all the resources should be arranged and gathered in
a proper manner (Mertens, 2014). This will ensure that at the end of the research, effective results
will be obtained. It should be ensured at the starting of the project that all the resources need to be
assessed properly. In this research project, a team of “human resources” (8-10 people) is needed
for the execution process, primary and secondary analysis. This team will be effectively
communicating which the targeted people in the research and collected the numeric data from
their response. In addition to this, all the tools and techniques that are used to collect the data and
information comes under the “operational resources”. Both of them are helpful in evolving
effective results (Brannen, 2017).
The “financial resources” in this research project will provide a specific budget which will be helpful
in carrying out various activities of the research project. The fund and budget that has been
estimated for the research project will help the team to minimize the excessive funds while
performing different activities. For carrying out the entire research project, various tools and
techniques are to be used which comes under the “technical resources” (Saunders, et al., 2012).
All the above-listed resources are helpful in carrying out the research activities properly and
effectively which is ensuring that the research questions will be answered properly by the collected
data and information. This will be helpful in evaluating that the technology has highly impacted in
the travel and tourism industry.

2.2 Undertaking the proposed research investigation in
accordance with the agreed specification and procedures
Research investigation in this research is focused on driving effective conclusions as it is calculating
the impacts of technologies on the travel and tourism sector. This is done by analysing the systems
and processes used in the industry which put an influence on the customers’ decision making
processes and activities (Bryman and Bell, 2015). Research methodologies are helpful in finding the
answers in various research processes. A proper investigation needs to be carried out in various
activities so that effective results can be obtained at the end of research. A proper investigation is
done in both primary as well as secondary research techniques. The primary research consists
qualitative research method in which information and data related to the research topic have been
collected by various journals, books, articles and newspapers. On the other hand, for quantitative
research method, a questionnaire survey will be carried out by a team of 8-10 people, in which they
will ask 10-11 questions to each of the people in the targeted group of 100 people. This will be
helpful in collecting and investigating first-hand data and information on the impacts of technology
on the travel and tourism sector.
Apart from the primary research, secondary research is also helpful in investigating various sources
like authors and scholars. It is also helpful in gathering relevant information with respect to the
research topic (Creswell and Creswell, 2017).

2.3 Recording and organizing relevant data
All the data that has been collected from primary and secondary research methods need to be
arranged recorded and organized in a proper form so that conclusions can be drawn effectively. If it
is not done in a proper way, then they are not able to provide accurate information about the
research objectives and questions. Hence, in order to target and achieve the research aim, it is
required to record and organized relevant data in a proper form (Silverman, 2016).
All the information that has been gathered in this research project has been recorded and
organized as per their nature. Record notes are made with the data that has been collected from
the secondary, primary and qualitative research methods. This data need to be recorded in a diary
as it needed to be mentioned in a point to point and systematic manner. On the other hand, the
numeric data, which has been collected in a quantitative research method, is arranged in a tabular
form. All the questions, their respective choices and responses of different people are collected and
then arranged properly in a tabular form so that conclusions can be drawn easily. All this collected
data and information is helpful in drawing effective results, conclusions and providing
recommendations on the research topic. All of these activities are helpful in concluding that the
technology is playing a major impact in the travel industry and also helpful in calculating the
impacts of social media technologies on the customers' mindset and decision making processes
(Easterby-Smith, Thorpe and Jackson, 2015).

Task 3
3.1 Use appropriate research evaluation techniques
In order to draw a meaningful conclusion to the research, it is utmost important to analyse all the
recorded and collected data in an efficient manner. This research is based on finding the latest data
and information about the impact and influence of social media in the travel and tourism industry.
Thus, the collected data through primary and secondary sources will have to be appropriately
analysed to present meaningful and relevant result and conclusion of the research (Looney, 2011).
In this research the primary and secondary research data will be analysed through formative and
summative research techniques:
FORMATIVE RESEARCH
The formative research analysis will be performed for analysing and assessing the entire research
procedure and activities performed during the research. This will help in gaining an understanding
of compliance and relevance of set research specification with the aims and objectives of the
research project.
The research activities have been designed in an adequate manner for avoiding any errors and
mistakes during the research project and for gaining resourceful data and information through
primary and secondary research sources (Tessmer, 2013). The formative analysis has shown the
following facts:
 The sources used for secondary research has been helpful in providing a basis to the further
research through purposeful data and information.
 The primary research has provided new knowledge and information regarding current
trends in the travel and tourism industry especially in favour of social media and digital
technology.
 The information and knowledge for primary have been sourced through reliable sources
which have support in the formulation of a meaningful conclusion to the research?

SUMMATIVE RESEARCH
The summative research analysis will be conducted for assessing and evaluating the outcome or
result gained through the set research procedure. It helps in ensuring the achievement of specific
aims and objectives of the research. It will provide an overview of the research outcomes and
makes sure that the entire research has effectively complied with the aim and topic of the research
(Mertens, 2014). The summative analysis has shown the following facts.
 The digital technology has transformed the travel and tourism industry to a very large
extent.
 The consumers are using a wide range of social media or digital platforms for deciding and
planning their travel.
 In travel and tourism industry the consumers have a higher trust in the digital or social
media sources.
Both formative and summative evaluation has provided significant information about the entire
research process and the outcome of the research.

3.2 Interpretation and analysis of the result in terms of the
original research specification
1. What is the major purpose for your travel?
 Enjoyment and leisure
 Business purpose
 Religious purpose
 Personal purposes (including meeting relatives and friends, attending family
functions and gatherings)
Response table
Total Enjoyment and
leisure
Business purpose Religious purpose Personal
Purposes
100 35 25 20 20
Major purpose of travel
Enjoyment and leisure
Business purpose
Religious purpose
Personal purposes

2. Do you use Social Media like Facebook, Instagram for planning your trip?
 Yes
 No
Response table
Total Yes No
100 52 48
Helpful in planning
Yes
No

3. Do you use Social Media while travelling?
 Yes
 No
Response table
Total Yes No
100 86 14
Usage while travelling
Yes
No

4. Among the following Social Media platforms, which is the most useful one to help you in
planning a trip?
 Facebook
 Twitter
 Instagram
 Google+
Response table
Total Facebook Twitter Instagram Google+
100 25 21 24 30
Most useful Social Media platforms
Facebook
Twitter
Instagram
Google+

5. What is your main purpose for using various social networking sites like Facebook and
Instagram?
 Searching new locations
 Reading travel reviews and recommendations of ex-visitors
 Posting photos and videos of the latest travel trip
 Posting travel reviews and recommendations
Response table
Total Searching new
locations
Reading travel
reviews and
recommendations
of ex-visitors
Posting photos
and videos of the
latest travel trip
Posting travel
reviews and
recommendations
100 42 16 25 17
Searching new
locations Reading travel
reviews and
recommendations of
ex-visitors
Posting photos and
videos of latest travel
trip
Posting travel reviews
and
recommendations
0
5
10
15
20
25
30
35
40
45

6. What do you search for on social networking sites like Facebook and Instagram?
 Destination ideas and new locations for travelling
 Hotels and accommodation facilities
 Transportation choice and food deals
 Hotel Recommendations
Response table
Total Destination ideas
and new
locations for
travelling
Hotels and
accommodation
facilities
Transportation
choice and food
deals
Hotel
Recommendations
100 38 35 15 12
Reason for using social networking sites
Destination ideas and new
locations for travelling
Hotels and accommodation
facilities
Transportation choice and food
deals
Hotel Recommendations

7. Do photos and videos of travel destinations that are posted on social networking sites are
encouraging you to travel to that particular place?
 Yes
 No
Response table
Total Yes No
100 88 12
Encouragement for travelling from social
media's posts
Yes
No

8. Which form of advertising, do you trust the most?
 Mouth advertising/ word of mouth
 Recommendations from peers
 Online reviews
 Aids on TV, magazines and newspapers
Response table
Total Mouth
advertising/ word
of mouth
Recommendations
from peers
Online reviews Aids on TV,
magazines and
newspapers
100 35 21 20 24
Most trusted form of advertisement
Mouth advertising/ word of
mouth
Recommendations from peers
Online reviews
Aids on TV, magazines and
newspapers

9. Which of the following is the most important one on which the travel and tourism industry
rely on?
 Digital technologies
 Transportation technologies
 Both of them
Response table
Total Digital technologies Transportation
technologies
Both of them
100 45 45 10
Most used Technology
Digital technologies
Transportation technologies
Both of them

10. Do you believe that the entire processes and systems of the travel and tourism industry are
dependent on modern technology?
 Yes
 No
Response table
Total Yes No
100 91 8
Dependency on Technology
Yes
No

12. Are you satisfied with the implementation of digital technologies in the travel and tourism
sector?
 Yes
 No
 Average
Response table
Total Yes No Average
100 91 5 4
Satisfaction level
Yes
No
Average
Analysis
From the above-gathered data, it can be concluded that 35% of the total people are travelling to
different places for "Enjoyment and leisure” purpose and from all of the people, 91% are satisfied
with the implementation of technologies in the travel and tourism field. This is because; they feel
that almost all of the systems and processes in this field are dependent on the technologies for
their execution and completion. 86% of people are using social media and digital technologies in
while travelling and most of them are relying on the recommendations that are provided online by

the ex-visitors. This is helpful for them in making a decision while planning and executing a trip.
42% of the people are using social networking sites like Facebook and Instagram for searching for
new locations and destinations to have a visit. On the other hand, more than half of the people get
motivated by the photos and videos of the ex-visitors.
Hence, from the above research, evaluation and analysis, it can be concluded that the technologies
like social media are playing a vital role in the travel and tourism field. Along with this, they are also
responsible for influencing the decision making of various people.

3.3 Make recommendations and justify areas for further
consideration
Conclusion and Recommendation
This research has suggested that the social media has a wider impact on the system and working of
the several organisations and consumers within the travel and tourism industry. The consumers are
now started using social media for planning and deciding their travel destinations. The
recommendation and posts on the various social media platforms such as facebook, twitter,
Instagram and Google+ etc. have a large influence on the decisions of the consumers. The social
media plays a very important role in inspiring the consumers towards the travel and tourism
industry (Fotis, et al., 2012). This research has also favoured higher customers satisfaction caused
due to the involvement of digital technology in providing and promoting travel and tourism services
among the customers.
It is recommended that the organisations in the travel and tourism industry should use the social
media platform for promoting their services and gaining higher customer attention and value
through digital technology advancements. The research has suggested that the customers are
highly satisfied and trust digital sources for incurring travel services.
Areas for further consideration
This research project has provided useful information about the impact and influence of digital
technology in the travel and tourism industry. But, it is also a fact that the digital technology is not
the only technological player in the travel and tourism industry. There are certainly more
technological factors such as transportation, information and communication technology etc. which
has played an important role in the development and growth of the global travel and tourism
industry (Fotis, et al., 2012). Thus, further research could be done on the role of other technological
sources in the travel and tourism industry.

Task 4

Conclusion
The above-mentioned research project has provided a significant information about the impact of
technological developments on the growth and development of travel and tourism industry. This
research has been focused on understanding the influence of social media and digital technology
on the consumer's decision in the travel and tourism industry. The set specification an methodology
has provided relevant and purposeful information regarding the aims and objectives of the research
and the formative and summative analysis has supported in analysing and evaluating the entire
research procedure and outcomes. This research has suggested that the majority of consumers has
a trust in the social media sources and makes their decisions through the information and
knowledge gained by these sources. it has favoured the fact that the digital or social media has a
potential to influence consumers decisions and providing higher customer satisfaction within the
travel and tourism industry.

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