Influence of Digital Technology on Consumer Decision Making

This project analyzes the influence of digital technology on consumer decision-making in the tourism industry, focusing on the role of social media in promoting TUI, a leading travel company. It explores the research methodology used and presents findings based on surveys and questionnaires.

INFLUENCE OF DIGITAL TECHNOLOGY ON CONSUMER DECISION MAKING PROCESS
INTRODUCTION
In last few years there has been great advancement in the technology has highly influenced the tourism sector. Emergence in technology has provided an enterprise with an opportunity to bring improvement in business operations. It has
provided firm with an opportunity to enhance customer services by providing them with automated services with the support of advance technology.
Aim : “To analyse the role of social media in tourism industry of United Kingdom” - A case study on Tourism Union International (TUI)
Objectives
 To examine the significance of social media in tourism industry
 To analyse recent trends in social media marketing
 To evaluate how social media impacts the growth of tourism industry
 To recommend ways how various social media platforms can be utilised by the tourism industry
Methodology :
Research type - Research will use the qualitative research which is based on observation, surveys. Research approach : Research will utilize in inductive approach which is based on generation of new theory emerging from the
information.,, Research Design: Research will use the descriptive research design which scientific method includes defining and observing the topic., Sampling: Investigator will utilize probabilistic sampling in which simple random
sampling technique for collect the information. Researcher will collect the information from 30 consumers of Thomas Cook., Data collection : Research will utilize the primary sources which involves surveys, questionnaire etc.
Theme 2: Purpose TUI is using the social media platform.
Interpretation: According to the answer provided by 18 people out of 30. TUI organization is using the social media for the purpose of promotion the brand. Such response has been give by people as they themselves have formulated
the digital plan for enterprise.
Theme 3: Type of effect social media have effect on the growth of TUI
Interpretation : As per the view of 14 people out of 30, digital media have positive effect on the development of the travel companies. Those respondent have provided such response as they themselves have analysed the
tremendous increase in the growth rate of TUI after implementation of social media.
C
o
l
u
m
n
B
C
o
l
u
m
n
B
C
o
l
u
m
n
B
C
o
l
u
m
n
B
Marketing
Knowledge management
Communication with customers
0
5
10
15
20
Frequency
Positive Negative Both
0
5
10
15
Frequency