Implications of Social Media Marketing on Consumer Decision Making in Travel and Tourism

Unit 4 Research Project
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Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................5
1.1. Formulate and record possible research project outline specifications....................................5
1.2 Identify the factors that contribute to the process of research project selection........................7
1.3. Undertake a critical review of key references..........................................................................8
1.4. Produce a research project specification.................................................................................10
1.5. Provide an appropriate plan and procedures for the agreed research specification................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 procedure.................................................................................................................................16
2.3. Record and collate relevant data where appropriate...............................................................17
Task 3.............................................................................................................................................18
3.1 Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why?............................................................18
3.2. Interpret and analyse the results in terms of the original research specification....................19
3.3 Make recommendations and justify areas for further consideration.......................................29
Task 4.............................................................................................................................................30
4.1. Use an agreed format and appropriate media to present the outcomes of the research to an
audience.........................................................................................................................................30
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Conclusion.....................................................................................................................................31
References......................................................................................................................................32
Appendices....................................................................................................................................33
Introduction
Advancement in technology is a regular process which is influenced by the innovative ideas of
experts which creates compulsion for the organization to implement changes which will briefly
explain in this project. This research is based on the travel and tourism industry which has a large
growth in the recent time. Most of the companies which are working in this area have gained a
tremendous growth in this filed. This project is mainly focused on the Thomas Cook which is a
key player in the industry. The project will provide aims and objectives in the starting which
provides a direction to conduct different activities of the research. A proper plan will be
specifically produced to conduct the research. In the next, research will be implemented in actual
situations according to the research project specification and procedures. Data which is gathered
by the research will be evaluated in the next by using appropriate methods to recommend
suggestion to the company.
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Task 1
1.1. Formulate and record possible research project outline specifications
Background
Technology has been continuously becoming an important part of the hospitality industry,
especially in travel and tourism sector in several ways. It is not only the tourism business is
affected by the technologies but also the customers in the process of communications, making
reservations etc. Social media marketing has transformed the way of doing business in the sector
in an effective way (Tuten and Marks, 2012). In particular, the emergence of the internet in the
travel and tourism sector has increased the popularity of social media channels among the
people. Nowadays people are using new ways to research potential destinations which is due to
the attractive social media marketing platforms. The aim of the present research is to reflect light
on the “implications of social media marketing on the customer’s decision making in travel
and tourism sector”.
Aims and objectives
The major aims and objectives of the research are stated as under:
 To explore relevant knowledge about the use of social media marketing in travel and tourism
sector.
 To learn about the impact of social media marketing on the business in travel and tourism.
 To gain purposeful meaning and understanding from the existing literature and previous studies.
 To develop meaningful conclusion and recommendations for the readers.
Research question
Question- How the social media marketing influence the businesses in the travel and tourism
sector?
Literature review
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A literature review is one of the most important components of the research projects which is
used to evaluate the relevant research articles and analyse the theoretical frameworks in order to
develop sound recommendations and insights for future research. It offers a valuable
understanding of the research subject and helps in drawing efficient research questions and
hypothesis. By gaining efficient knowledge and understanding from the previous studies, it is
also easy to finalise the research methodologies which is going to be used in the research.
The literature section in this will uncover the relevant articles and journals from the previous
studies on the research topic so that it would be easy to reach an end conclusion.
Resources needed
No research can be successfully completed without employing effective resources and
techniques. There is a number of resources required for the successful as well as timely
completion of the research. Some of the identified that has significant importance in this research
are financial resources, time resources, human resources etc. These resources will be used at a
number of stages in the research hence the researcher should keep in mind that appropriate
resources should be supplied for the completion of the research with greater ease and flexibility.
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1.2 Identify the factors that contribute to the process of research project selection
Some of the significant factors are given below which played a major role in the selection of the
research project. These factors are effectively contributed to determining the research project
topic. All of these elements which will be explained below in points are motivated to the
research implementer to select this topic to conduct the research. Factors are given below:
Technology: It is the key factor which has ruled in the selection of the project, as this project is
based on the social media marketing in the travel and tourism industry. The author has a personal
interest in the use of technology in the marketing which supports the companies to enhance their
marketing activities (Tuten and Marks, 2012). Each and every company which is working in this
sector are using the social media tools to communicate so the author is highly interested in using
the technology e.g. social media applications in enhancing the communication.
Experience: It is also a significant factor which leads to the selection of the project. It is
effective and essential to use the project topic in which the project coordinator is experienced.
Different companies are using the Facebook marketing which provides an experience of the
social media marketing activities of different companies to enhance their product and service
promotions.
Aims and objectives: These are the most significant factors in developing research. According
to the aims and objectives, the research is conducted. Determining of aims and objectives is quite
a difficult task in which teachers and mentors provided their guidance to the author.
Relevance: The social media marketing is highly related to the author because it is a
contemporary need of the organization to use (Brown, 2014). It provides a larger area and
community to communicate and promote business. It is a contemporary tool of communication
which is highly relevant to the current needs of the companies working on a large scale.
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1.3. Undertake a critical review of key references.
Impact of social media marketing on travel and tourism sector
According to Kolb (2017), it has been very well observed that the social media has made a high
impact on the industry of tourism. Most of the customer's get engaged with the various sites of
networking for making decisions about their research trips so that they can take decisions for a
restaurant, hotel, and airline by their own experience. It is true that social media has changed the
complete way of many of the organisations to communicate with their targeted demographics.
The social media has given a great rise to the internet services because of which the increased
attractiveness of social networks has transformed the tourism marketing at the top level. The
updated ways of social media have influenced the decision making of the customer's in such a
great manner (Kolb, 2017).
According to Dahl (2018), many of the travelers visit online to research about their travel
accommodations and destinations as well. So many sites like Instagram, trip advisor get searched
by the people for the validation and inspiration of travel. Around 98% of millennial shares their
videos and photos of their traveling that greatly inspires the customers to visits those places. The
positive situation of tourism industry greatly helps the economic growth of the country in an
efficient manner. Thomas Cook is well known for its best services in the tourism industry. This
company is successfully operated in the various branches of the United Kingdom and Ireland
with around 30,000 employees. This organisation provides best services to the visitors in
achieving the goals and purpose of their traveling. As same just because of which most of the
people get attracted towards the services and tends to visit again and again with the same
services. The services of technology help the decision making of the customers in more different
manners by saving their time as because they do not have to visit the railway stations, airport,
bus stands and etc. By the use of the internet, it becomes very easier to find the availability of
the tickets and reservations which greatly influences the decision making of the customer’s in
travel and tourism sector (Dahl, 2018).
According to Veal (2017), the technology of social media has made a great impact on the safety
and security of visitors. Before visiting any place the visitors try to go through with the safety
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and security of all those places to avoid the inconvenience. It influences the decision making of
the customers in the sector of travel and tourism in a positive manner. Because of the uses of
technology it got very easier to get the details of their booking of tickets, reservation,
accommodation, places to visits, other facilities and etc. It also helps in saving the times of the
customer’s by providing 24/7 hours of services for 365 days. By the help of technology, it
becomes so much easier for the travelers to take the decision about the places which they are
going to visits. It reduces the dissatisfaction, inconvenience, harassment, and frustration as well
which helps in increasing the efficiency of travel and tourism in such a great manner. As because
by taking the decision on their own, they rarely blame the services of tourism. Most of the travel
companies suggest their visitors visit the places for fun, adventures, business and etc. that help in
increasing the trust and faith of the customers towards the tourism industry. It influences the
decision making of the customers in the sector of travel and tourism in the positive manner
(Veal, 2017).
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