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Influence of Digital Marketing on Consumer Buying Behaviour: A Case Study of Timeless Travels Ltd

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Added on 2024/07/01

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This research project investigates the impact of digital marketing on consumer buying behaviour in the travel industry. Focusing on Timeless Travels Ltd, the study explores how digital marketing tools and strategies influence customer perceptions, preferences, and purchase decisions. The research utilizes a mixed-methods approach, combining a questionnaire survey with a comprehensive literature review, to analyze the relationship between digital marketing and consumer behaviour. The findings provide valuable insights for travel companies seeking to optimize their digital marketing strategies and enhance customer engagement.

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Table of Contents
TASK 1- WRITTEN RESEARCH PROPOSAL..................................................................................3
RESEARCH TITLE................................................................................................................... 3
INTRODUCTION.................................................................................................................... 3
RESEARCH PROBLEM............................................................................................................ 3
RESEARCH QUESTIONS......................................................................................................... 4
HYPOTHESIS......................................................................................................................... 4
AIM.......................................................................................................................................4
OBJECTIVES.......................................................................................................................... 4
1.2 RATIONALE FOR THE RESEARCH..................................................................................... 5
1.3 LITERATURE REVIEW....................................................................................................... 6
1.4 RESEARCH METHODOLOGY FOR DATA COLLECTION AND ANALYSIS.............................8
RESEARCH DESIGN................................................................................................................ 8
ETHICAL CONSIDERATION.................................................................................................... 8
LIMITATIONS OF THE RESEARCH.......................................................................................... 9
1.5 ACTION PLAN................................................................................................................10
GANTT CHART................................................................................................................. 10
STRATEGY....................................................................................................................... 12
TASK 2- WRITTEN REPORT......................................................................................................13
2.1 IMPLEMENTATION.......................................................................................................13
2.2 DATA COLLECTION........................................................................................................15
2.3 DATA ANALYSIS............................................................................................................ 16
TASK 3 - WRITTEN REPORT..................................................................................................... 26
3.1 RESEARCH EVALUATION TECHNIQUE...........................................................................26
3.2 EVALUATION OF OUTCOMES...................................................................................27
3.3 FUTURE CONSIDERATION............................................................................................. 28
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SIGNIFICANCE OF RESEARCH INVESTIGATION................................................................28
APPLICATION OF RESEARCH...........................................................................................28
RECOMMENDATIONS..................................................................................................... 29
FUTURE RESEARCH AREAS..............................................................................................29
TASK 4 – POSTER.................................................................................................................... 30
4.1 POSTER PRESENTATION................................................................................................ 30
REFERENCES........................................................................................................................... 31
APPENDIX............................................................................................................................... 34
QUESTIONNAIRE................................................................................................................. 34
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TASK 1- WRITTEN RESEARCH PROPOSAL
RESEARCH TITLE
"An analysis on the influence of digital marketing on the buying behaviour of consumers with
reference to Timeless Travels Ltd”
INTRODUCTION
Digital marketing is referred to the process of buying as well as selling products, information
and services using computer networks and also internet. An individual uses social media
apps, internet, websites and other digital technology in their day-to-day life. With the
advent of digital marketing, information can be acquired by the consumer for purchasing a
product or share their experiences with the family members living far away, friends,
relatives and many others (Ye, et al. 2011).
The boom of digital marketing has transformed the tourism industry and also changed the
business models, customer bases, revenue streams and even the supply chain. Even there
are significant and continuous changes in the buying behaviour of the consumers resulting
in the customer-oriented market environment (Ye, et al. 2011). It is been challenging for the
tourism industry to correspond to the changing preferences and requirements of the
present consumer market. The buying behaviours of the consumers’ change frequently, in
order to follow the current trends and perception as per the changing time.
Through digital marketing, different channels and techniques such as digital marketing
websites, social media apps and interactive marketing are used by most of the travel agents
or tourism organisations to reach the target customers (Peng, et al. 2013). Tourism
organization uses this new form of marketing that is digital marketing in order to acquire the
opportunities to communicate with their potential customers. Internet and IT systems are
used by the digital market that helps in making a better traditional marketing tool.
RESEARCH PROBLEM
There are continuous changes in the taste and preferences of the travellers in travel and
tourism industry and travel organization have to cope with the changes in these customer-
oriented market environment (Ho, et al. 2012). The buying behaviour of the travellers and
tourists affect the profitability and success of the travel organizations such as Timeless
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Travels. Therefore the problem of this research is to analyse the influence of digital
marketing on the buying behaviour of consumers with reference to Timeless Travels Ltd.
RESEARCH QUESTIONS
1. What are the uses of digital marketing tools in activities related to the marketing of
Timeless Travels Ltd?
2. To what extent does the digital marketing influence the buying behaviours of the
travellers and tourists?
3. What is the relationship between the changing buying behaviours of travellers and
tourists and digital marketing of Timeless Travels Ltd?
HYPOTHESIS
 There is no substantial connection between the education qualification of travellers
and awareness regarding digital marketing.
 There is no substantial connection between the monthly income and tourism
product preference for buying through digital channels.
 There is no substantial connection between buying the tourism product using digital
channel and satisfaction of the customers.
AIM
The research aims to analyse the influence of digital marketing on the buying preferences of
consumers with references to Timeless Travels Ltd.
OBJECTIVES
The research objectives are mentioned below:
1. To ascertain the usage of tools and techniques of digital marketing in the marketing
activities of Timeless Travels Ltd.
2. To analyse the influence of digital marketing on changing buying behaviour of
travellers and tourists.
3. To identify the link between the digital marketing and customer satisfaction among
the travellers and visitors.
4

1.2 RATIONALE FOR THE RESEARCH
Since the innovation of digital technology, the tourism market has observed the rapid
changes in the tastes as well as preferences of travellers and tourists. It has become difficult
for the traveller to deal with the changing requirements of customers. One of the major
changes in the expectations of customers is the change in buying behaviour (Cohen, et al.
2014). The marketing department of the tourism organizations is invariably affected by the
changing buying behaviour of consumers. Therefore the rationale of the research is to
understand the usage of digital marketing and its influence on the buying behaviour of
consumers.
5

1.3 LITERATURE REVIEW
The services providers and consumers in tourism are largely impacted by the internet. This
article analysed the journals and research published on tourism over the past 10 years and
classified the major focus areas regarding the impact of the internet on tourism. Website
analysis, information and internet marketing are the most common topics of the researches
that are classified into 7 topic areas (Standing, et al. 2014). The common research topic is
the Internet-related issues in the tourism industry, however, this articles suggests to
conduct a more research-based case study in order to identify the organizational
perspectives and also e-business so as to form best practice by learning from mistakes made
in the organization.
Xiang, et al (2015) stated that the sustainability of business success depends on the ability of
the firm in understanding the capitalising the behaviour trends of the consumer. This paper
examines the use of the internet by American Travellers. There is a saturation period in the
adoption of the internet, however, online travel agencies are some traditional channels that
continue to dominate travel planning. It is seen that there is an important bifurcation in the
travel population where there is no change in the usage pattern of online tools by
traditional online consumers however emergent information sources and transaction
channels are being adopted by sizeable groups.
Sparks, et al (2013) stated that the tourism product purchases are highly affected by the
online review sites that provide progressively important sources of information. This study
tested the influences of online posting on the four consumer’s belief and these, in turn,
affects the attitudes and purchase intentions. It comprises the comparison of posts between
tourists and managers. The post contains a comparison of vague and specific content. It was
found that specific information that is posted by the customers are treated as most useful as
well as trustworthy by tourist and influences their purchase intentions.
Pappas (2016) stated that there is interrelationship in between the marketing impacts,
perceived risk factors along with their impact on the product as well as web-vendor
consumer trust. The study aims to focus on the perspectives of the holidaymakers regarding
the use of internet bookings for their holidays. It was revealed through findings that the
trust of the consumer is influenced by the product and e-channel risks thereby revealing the
relationship between internets perceived risk and the marketing strategies. Also, products
and e-channel consumer trusts influence the online purchasing intentions.
6

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According to Gao and Bai (2014), there is insufficient knowledge between the relationship of
website atmospheric cues as well as flow experience. The stimulus-organism-response
framework is used to examine the consumer perceptions’ impact of website atmospheric
cues that are effectiveness, informativeness and entertainment on the flow development
and their subsequent impact on the purchase intentions as well as satisfaction. It was found
that the S-O-R framework validates the online tourism context. It also indicates that all the 3
website atmospheric cues mediate flow experience with regarding the purchase intention as
well as satisfaction with a travel website.
Hudson and Thal (2013) stated that the consumer decision process is fundamentally
changed due to social media. It describes the emergence of consumers’ engagement with
brands in the last decade. It describes the new journey of consumer decision in all the
sectors of the travel industry and also describes the benefits of using social media
engagement by the savvy tourism marketers.
The marketing and communication of tourism destinations as well as businesses are
revolutionised by online social media. There are both challenges as well as opportunities for
using online social media for tourism industry (Sotiriadis and Van Zyl, 2013). There is an
increase in usage of e-word-of-mouth and online recommendations or reviews regarding
the tourism services. This study aims to develop a conceptual framework to understand the
digital communication foundations. It also investigates the validity of digital communication
by examining its influences on the tourism consumer behaviour (Sotiriadis and Van Zyl,
2013). It revealed that the decision making of tourist are affected by the factors and also
indicate that social media can be widely used as a marketing channel in the integrated
communications marketing of tourism services.
Xiang, et al (2015) documented the impact of the internet on the social plus economical life
of individuals. This study defines the significant changes that occurred in the internet usage
by American travellers using the series of national surveys carried out over the time period
of 6 years between 2007 and 2012. Different key trends are pointed to the results of using
the internet by the travellers. It suggests that the travellers are increasing bifurcated
between the ones who use the internet for standard travel products and the ones who are
beginning to adopt alternative channels as well as products for in-depth and highly
authentic experiences.
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1.4 RESEARCH METHODOLOGY FOR DATA COLLECTION AND ANALYSIS
RESEARCH DESIGN
Qualitative research is used in this research in order to identify the influences of digital
marketing on the buying behaviours of consumers with reference to Timeless Travels Ltd.
The rationale for selecting this design is to measure the buying behaviours of travellers to
analyse the influences of digital marketing on them (Kim, et al. 2015). It is difficult to
mathematically calculate the human behaviour due to high variance and high
unpredictability.
Both primary and secondary research techniques are included in this research to gather the
information on the behaviours and satisfaction of the research. The primary research
method is used to gather the data using a structured questionnaire (Kim, et al. 2015). The
questionnaire will be formulated using online tools and channels to distribute it among 135
participants, out of which 100 completed questionnaires will be selected for the research.
Secondary research methods are also used to gather data from the past researches, journals
and studies conducted by previous researchers as well as scholars. 30 best sources were
selected out of total 45 referenced sources using meta-analysis. The sources were selected
through preliminary screening that is through abstracts reading in order to extracts relevant
information to get an in-depth understanding of the research (Cantallops and Salvi, 2014).
The random sampling method is used to select the participants in order to gather the
information for the questionnaire survey. The participants were randomly selected thereby
giving equal chance to all the participants. It is an efficient and cost-effective method that
provides less chance of errors (Cantallops and Salvi, 2014).
ETHICAL CONSIDERATION
The participants voluntarily participated in the research survey after providing the relevant
information regarding the research aim and objectives. The participants reserved the right
to withdraw from the survey as per their willingness and do not impose any kind of
obligation. The data gathered from the survey will be purely used for the academic purpose
and not for any form of commercialisation (Solomon, et al. 2014). Confidentiality and
anonymity were maintained regarding the personal details and information of the
participants. The work of previous researchers and scholars were properly accredited in the
8

reference section. All the policies of the institution and government are followed carefully
while conducting this research.
LIMITATIONS OF THE RESEARCH
There are some of the limitations that were faced while conducting the research. The result
and findings of the research may vary concerning the frequent changes in the technology
and perspectives. The responses of the participant may be bias or vague which limits the
reliability of the research (Sparks, et al. 2013). Time constraints and limited resources are
other challenges to carry out the research. Some of the previous studies of the researchers
could not be included in this research. The use of random sampling method does not
guarantee the generalisation of result along with restrictions in time and money.
9

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1.5 ACTION PLAN
GANTT CHART
desiging the project specifications
defining the aim and objectives of the research
carrying out the literature review
research design formulation
selecting and applying suitable research techniques
collecting primary data collection
analysing plus interpreting gathered primary data
summarising and concluding the research
preparing and finalising research report
26-Feb 17-Apr 6-Jun 26-Jul 14-Sep
Task Start Date Stop date Duration
Designing the project specifications 10-05-18 23-05-18 2
Defining the aim and objectives of the research 24-05-18 30-05-18 1
Carrying out the literature review 31-05-18 13-06-18 2
Research design formulation 14-06-18 27-06-18 2
Selecting and applying suitable research
techniques
28-06-18 11-07-18 2
Collecting primary data collection 12-07-18 26-07-18 2
Analysing plus interpreting gathered primary
data
27-07-18 10-08-18 2
Summarising and concluding the research 11-08-18 17-08-18 1
Preparing and finalising research report 18-08-18 31-08-18 2
10

Time duration (in weeks)
Task 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Designing the
project
specifications
Defining the
aim and
objectives of
the research
Carrying out
the literature
review
Research
design
formulation
Selecting and
applying
suitable
research
techniques
Collecting
primary data
collection
Analysing
plus
interpreting
gathered
primary data
11

Summarising
and
concluding
the research
Preparing
and finalising
research
report
STRATEGY
It is imperative for the effective completion of the research project to adhere to the time
scale in order to derive the result and findings in alignment with the prescribed aims and
objectives (Jalilvand and Samiei, 2012). This helps in completing the assignment within the
stipulated time period and also minimise the time gap between the tasks. The above-given
timescale helps in time completion and submission of the research project along with
meeting the desired expectations.
12

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TASK 2- WRITTEN REPORT
INTRODUCTION
This report represents the research implementation for the research proposal completed in
task 1. The aim of this report is to follow the agreed procedures that that was planned in a
research proposal to implement the research project.
2.1 IMPLEMENTATION
RESOURCE REQUIREMENTS
The successful execution of the research proposal depends on the availability of the
required resources. This resource helps in attaining the agreed aim and objectives of the
research. The aim of this research is to analyse the influences of digital marketing on the
buying behaviour of the consumers with reference to Timeless Travels Ltd.
In order to implement this research proposal, both technical and human resources are
required that includes the expertise in online tools and other internet facilities (Horner and
Swarbrooke, 2016). Another essential resource required for the implementation of the
research project is financial resources as this is the vital resources that help in sourcing the
other required resources of the research project.
Human expertise will be required to effectively collect and analyse the data that was
collected using an online survey. It is also essential to take permission and consent from the
participants to carry out the research (Di Pietro, et al. 2012). The estimated budget is to be
prepared for ascertaining the financial resources required to gather the other required
resources. This will help in monitoring the expenditure incurred so that it does not outdo
the planned expenditure and also maintain the research project successfully. Knowledge
and information regarding online network and other internet use for better communication
with the participants of the research and also ensure the efficacy of the research.
VALIDITY AND RELIABILITY
There is a limitation to the reliability and validity of the data gathered for this research. The
limitation of the validity of the research is due to the continuous emergence of digital
technology that supports the marketing activities and also changing perspectives of the
individuals (Zhu and Zhang, 2010). The reliability of the research is restricted due to the
volatile nature of human behaviour as it changes according to the changing conditions in the
13

market environment. The response given by the participants may be biased and
contradictory which may lead to a misconception of results and findings.
DATA PRESENTATION AND ANALYSIS
The data collected through the research survey is presented in the form of tables and charts
using Ms-Excel. The graphical charts represent the data collected through a survey in
quantitative form while the table represents the number of response occurrences for the
particular question in the survey (Darley, et al. 2010).
14

2.2 DATA COLLECTION
The aim, as well as the objectives of the research, can be effectively and successfully
achieved through the data and information that are gathered and analysed using data
collection method in a survey. Primary data collection method is effective in gathering the
current data on the basis of the current scenario in the market so as to reach an appropriate
finding of the research (Del Chiappa, 2011). Through primary research, the influence of
digital marketing on the buying behaviour of the consumers can be analysed to identify the
extent of usage of digital marketing in Timeless Travels Ltd.
The questionnaire survey carried out in this research assisted in drawing the result to meet
its aim and objectives (Del Chiappa, 2011). However, the validity of this research is for a
limited time period due to the volatility of the preferences, attitudes and behaviours of the
travellers corresponding to the changing trends.
For secondary data collection, at least 50 secondary materials were searched from authentic
sources by using key-word based searches. 30 secondary sources were utilised in this
research as per their suitability by analysing the secondary materials that are journals,
research papers, articles and other online materials. The suitability of the secondary
resources was determined on the basis of their relevance by reading their abstracts
(Gössling, et al. 2012).
15

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2.3 DATA ANALYSIS
Question 1
18 to 30 years 15
30 to 42 years 29
42 to 54 years 35
54 years and above 21
Total 100
15%
29%
35%
21%
Specify age
18 to 30 years
30 to 42 years
42 to 54 years
54 years and above
This question was asked to identify the age of the number of participants in order to analyse
the reliability of the research. The age frequency of the participants is shown in the chart.
About 35 per cent of the participants were of the age 42-54 years, 29 per cent were in 30-42
years age group, 21 per cent in 54 years and above and 15 per cent in 18-30 years.
16

Question 2
High school 22
Bachelors’ 28
Masters’ 32
Diploma 18
Total 100
22%
28%
32%
18%
Specify your qualification level
High school
Bachelors’
Masters’
Diploma
This question was asked to identify the relationship between the educational qualification of
the travellers and awareness regarding digital marketing. It is clear from the table that most
of the participants are graduated and postgraduate who are aware of the digital marketing.
17

Question 3
Students 26
Employed 27
Professionals 33
Business person 14
Total 100
26%
27%
33%
14%
Specify your occupation
Students
Employed
Professionals
Business person
This question was asked to analyse the standard of living of the consumers. It was found
that 33 per cent participants were professionals, 27 per cent were employed, 26 per cents
were students and 14 per cent were a business person. It is essential to analyse the social
needs of the participants through their occupation.
18

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Question 4
Less than 10,000 GBP 16
10,000 to 20,000 GBP 24
20,000 to 30,000 GBP 29
More than 30,000 GBP 31
Total 100
16%
24%
29%
31%
Specify monthly income
Less than 10,000 GBP
10,000 to 20,000 GBP
20,000 to 30,000 GBP
More than 30,000 GBP
This question was asked against the hypothesis to find the relationship between the
monthly income and tourism product preference for buying through digital channels. It was
found through the research survey that most of the participants who purchased the tourism
products had a monthly income between 10,000 to 20,000 GBP and 20,000 to 30,000 GBP.
19

Question 5
Social media 34
Websites/ blogs 14
Multimedia advertising 18
Print media (Newspapers, Magazines, Books,
Brochures)
23
Others 11
Total 100
34%
14%18%
23%
11%
Which of the digital channels are preferred
by you while planning to buy a travel
package?
Social media
Websites/ blogs
Multimedia advertising
Print media (Newspapers,
Magazines, Books, Brochures)
Others
It was found that social media is the most preferred digital channel used by the consumers
while planning to buy a travel package which is followed by print media that are
Newspapers, Magazines, Books, Brochures and others. Websites/ blogs and Multimedia
advertising are also popular among the travellers.
20

Question 6
Strongly agree 26
Agree 34
Neutral 7
Disagree 14
Strongly disagree 19
Total 100
26%
34%7%
14%
19%
To what extent do you agree that your per-
ception changes towards a particular tourism
product in your travelling plans through the
activities of digital marketing?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
A total of 60 per cent participants advocated or agreed with the statement that their
perception and behaviour change towards a particular product through the digital
marketing done by the tourism companies while planning for travelling. 7 per cent were
uncertain while a total of 33 per cent of respondents were either negative or completely
rejected the notion.
21

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Question 7
Television 13
Print media (Newspapers, Magazines, Books,
Brochures)
19
Internet 31
Social media 20
Mobile 17
Total 100
13%
19%
31%
20%
17%
Which of the following type of media affects
your decision in selecting a travel plan?
Television
Print media (Newspapers,
Magazines, Books, Brochures)
Internet
Social media
Mobile
The most preferred medium is the internet that affected the purchasing decisions of the
travellers and tourists. Social media and mobile advertising also affected the decision
making of the customers.
22

Question 8
Highly important 27
Important 33
Uncertain 4
Unimportant 19
Highly unimportant 18
Total 100
27%
33%4%
19%
18%
What is the level of importance of content
availability on digital media that affects your
decision in selecting the travel plan?
Highly important
Important
Uncertain
Unimportant
Highly unimportant
It is found that the content available on digital media is highly important for the majority of
the consumers as it affects their selection of travel plan. A total of 60 per cent of customers
agreed and advocated the significance of content available on digital media.
23

Question 9
Convenience 30
Ease of navigation 26
Time-saving 23
Security 21
Total 100
30%
26%
23%
21%
Which one of the feature of the digital mar-
keting influences you to buy the travel
package online?
Convenience
Ease of navigation
Time saving
Security
It was found that digital marketing is highly convenient for both the marketers and also the
consumers which are followed by ease of navigation and time-saving features. Few
participants agreed on the security features of the digital marketing.
24

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Question 10
Highly satisfied 28
Satisfied 41
Neutral 3
Dissatisfied 15
High dissatisfied 13
Total 100
28%
41%
3%
15%
13%
What is the level of satisfaction in buying a
travel package after reviewing different
marketing medium of the company?
Highly satisfied
Satisfied
Neutral
Dissatisfied
High dissatisfied
The last hypothesis determines that there is no substantial connection between buying the
tourism product using digital channel and satisfaction of the customers. It was found that
most of the participants agree as well as strongly agree regarding their high satisfaction
level in buying the tourism product using the digital channel.
25

TASK 3 - WRITTEN REPORT
3.1 RESEARCH EVALUATION TECHNIQUE
The final conclusion of the research objective can be reached by using proper research
evaluation techniques. The collected data can be evaluated by using different methods or
research techniques so as to come to the final conclusion. Formative and summative are the
two evaluation techniques for the research to get the result of the research. Summative
techniques are used to frame the final outcome of the research after the completion of the
project process (Del Chiappa, 2011). It focuses on the quantitative data collection methods
by using surveys interviews questionnaires and so on in order to determine the success of
the research.
Formative research techniques act as a developmental or action research which is used to
determine and also refine the planning process of the project thereby providing accurate,
updated information to gain the insight on the subject of the research and helps the
research for better understanding of the target audience (Del Chiappa, 2011).
In order to reach the most accurate result of the research, both formative, as well as a
summative research method, is used. Summative research is carried out by collecting the
data through questionnaire survey and evaluates the collected data to come to a final
outcome. Formative research is carried to identify the project problem and highlight the
data collected to gain the views of the participants regarding the problem identified in the
research and helps the researcher to generate understanding on the research topic.
26

3.2 EVALUATION OF OUTCOMES
It was observed that there are consistent changes in the perception and requirements of the
people regarding the purchase of travel packages owing to the reviews and marketing
activities carried out by the companies on the digital media (Peng, et al. 2013). The aim was
to analyse the influence of the digital marketing on the buying behaviours of the consumers
with reference to Timeless Travels Ltd. The objective of the research was to ascertain the
usage of the tools and techniques of digital marketing by the Timeless Travels Ltd and also
analyse the influence of digital marketing on changing buying behaviour of travellers and
tourists. It also needs to identify the link between the digital marketing and customer
satisfaction among the travellers and visitors.
The evidence and findings of this research represent that the customers are more focus on
the content available on the digital media (Peng, et al. 2013). The travellers and tourist aim
to visit the official websites of the company, social media applications and other online
media sources in order to take a decision regarding their purchase of holiday packages. The
validity of the research is limited as there is constant change in the digital technology that
affects the marketing activities of the company and also the changing behaviour of the
consumer due to changes in the current market trends.
The reliability of the research is restricted as the behaviour of the human is volatile in nature
and also the responses provided by the participant may be either bias or contradicted (Peng,
et al. 2013). The benefit in carrying out this research is that using digital marketing is
advantageous for the tourism organizations such as Timeless travel ltd enabling them to
target large customer base and achieve the success by increasing sales to augment the
revenue and profits. The difficulties faced in conducting the research are lack of knowledge
of different authentic sources. Another difficulty is to the inability to find suitable data due
to lack of understanding on key-word based search (Peng, et al. 2013). The conclusion of the
research is that the digital marketing influences the buying behaviours of the consumers
such as travellers and tourists to a large extent. It can be said the research project
succeeded in deriving the result in alignment with the aim and objectives of the research.
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3.3 FUTURE CONSIDERATION
SIGNIFICANCE OF RESEARCH INVESTIGATION
Traditional marketing was the only sources of marketing that was used by the organization
in the past years. The technological revolution in the marketing field led to needing
marketing tool that is digital marketing. This resulted in a modification of the way of
implementation of marketing strategies (Ramkissoon and Uysal, 2011). Digital marketing
enabled the marketers to directly communicate with the customers regarding their
requirements and expectation and also provide feedback. This has resulted in changes in the
buying behaviour of the consumer that is the travellers and tourists.
This research helps in identifying and analysing the influence of digital marketing on the
buying behaviour of the travellers and tourists especially the online customers who wish to
purchase travel packages using online media (Ramkissoon and Uysal, 2011). This research is
significant in providing a comprehensive understanding of the usage of digital marketing and
its influence on the buying behaviour of the customers with reference to Timeless Travels.
APPLICATION OF RESEARCH
The emergence of digital technology in marketing have changed the way of promotion and
publicity of the travel packages by the tourism organization such as Timeless Travels Ltd.
Digital technology and digital media are largely used by the travellers and tourists to get the
reviews and comments from friends, relatives and family members (Ramkissoon and Uysal,
2011). The insight and views of the customers are identified and understood through this
research and the influence of digital marketing of the Timeless Travels Ltd on the buying
behaviours of the travellers and tourists.
The marketing activities of the Timeless Travels Ltd is revolutionised by the digital
technology and this digitalisation of the marketing activities is beneficial for the company.
The marketers and a promotional team of the Timeless Travels Ltd can be benefitted by the
use of digital marketing and reach to a large number of the potential customer using various
digital marketing tools such as social media, official websites and other online tools (Del
Chiappa, 2011).
28

RECOMMENDATIONS
Various recommendations are suggested to the marketing team of the Timeless Travel Ltd in
order to understand and fulfil the expectations of the customers and increase the sales and
revenue for the company. The marketing team of the company needs to understand the
accessibility of different digital facilities to different segments of the customers before
launching any tourism package online (Kim, et al. 2015). The pre-market survey is to be
conducted at a regular interval by the marketing team of the company in order to identify
the expectations and suggestions from the consumers preferably in digital marketing.
Proper awareness is to be created among the consumers that are the travellers and tourists
regarding the digital marketing by the company (Kim, et al. 2015). Digital marketing helps
the organization to attract a large number of customers especially the contributors and also
engage them in an online discussion to increase the consumers' interest.
FUTURE RESEARCH AREAS
The data is gathered in this research from the response of only customers; however, the
nature of the study is exploratory. The future scope of this research is to analyse the
influence of digital marketing on the purchase decision of the consumers considering the
wider geographic areas for obtaining more accurate results (Solomon, et al. 2014). Various
factors such as remarketing, marketing through social media can be considered to evaluate
the influence on the buying behaviour of the consumers. The research can be conducted by
comparing the factors or tools of media used in digital marketing.
29

TASK 4 – POSTER
4.1 POSTER PRESENTATION
30

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33

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APPENDIX
QUESTIONNAIRE
1. Specify age
a) 18 to 30 years
b) 30 to 42 years
c) 42 to 54 years
d) 54 years and above
2. Specify your qualification level.
a) High school
b) Bachelors’
c) Masters’
d) Diploma
3. Specify your occupation
a) Students
b) Employed
c) Professionals
d) Business person
4. Specify monthly income
a) Less than 10,000 GBP
b) 10,000 to 20,000 GBP
c) 20,000 to 30,000 GBP
d) More than 30,000 GBP
5. Which of the digital channels are preferred by you while planning to buy a travel
package?
a) Social media
b) Websites/ blogs
34

c) Multimedia advertising
d) Print media (Newspapers, Magazines, Books, Brochures)
e) Others
6. To what extent do you agree that your perception changes towards a particular
tourism product in your travelling plans through the activities of digital marketing?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
7. Which of the following type of media affects your decision in selecting a travel plan?
a) Television
b) Print media (Newspapers, Magazines, Books, Brochures)
c) Internet
d) Social media
e) Mobile
8. What is the level of importance of content available on digital media that affects
your decision in selecting the travel plan?
a) Highly important
b) Important
c) Uncertain
d) Unimportant
e) Highly unimportant
9. Which one of the feature of the digital marketing influences you to buy the travel
package online?
a) Convenience
b) Ease of navigation
c) Time-saving
35

d) Security
10. What is the level of satisfaction in buying a travel package after reviewing different
marketing medium of the company?
a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) High dissatisfied
36

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