TASK 13 1.1 Formulation and proposal for research project title 3 AIMS AND OBJECTIVES 3 Background 3 AIMS AND OBJECTIVEs 3 1.2 Factors that contribute to the project selection 4 1.2 References 5 1.4 P

RESEARCH PROJECT TITLE : 3 TASK 13 1.1 Formulate and record possible research project 3 Background 3 AIMS AND OBJECTIVES 3 Rationale: 4 1.2 Factors that contribute the project selection4 1.4 Critical review of key references 5 1.4 for Research Project specifications. Undertake the proposed research investigation with the agreed specification and procedures 12 2.3 Record and collate relevant data where appropriate 14 TASK 318 3.1. 18 3.3 Recommendation and conclusion 18 3.2 DATA Analysis 19 TASK 332 3.1. Background Digital Technology

RESEARCH PROJECT

Table of Contents
TITLE :............................................................................................................................. 3
TASK 1.............................................................................................................................3
1.1 Formulate and record possible research project................................................3
Background...................................................................................................................... 3
AIMS AND OBJECTIVES.................................................................................................3
Rationale:......................................................................................................................... 4
1.2 Factors that contribute the project selection......................................................4
1.4 Critical review of key references........................................................................5
1.4 Research Project specifications.........................................................................8
1.5 Appropriate plan and procedure......................................................................10
TASK 2........................................................................................................................... 11
2.1. Match resources efficiently to the research question......................................11
2.2. Undertake the proposed research investigation with the agreed specification and procedures 12
2.3 Record and collate relevant data where appropriate.......................................14
TASK 3........................................................................................................................... 18
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation is more appropriate? Why? 18
3.3 Recommendation and conclusion....................................................................18
3.2 DATA Analysis.................................................................................................19
TASK 3........................................................................................................................... 32
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation is more appropriate? Why? 32
3.3 Recommendation and conclusion....................................................................32

REFERENCES...............................................................................................................34

TITLE : To investigate the influence of digital technology on travel and tourism sector.
TASK 1
1.1 Formulate and record possible research project.
Background
Digital Technology is are devices that create process data, store and include social media and online games,
multimedia, cloud computing, productivity applications. It is a type of two Base applications. It is a two base process. It is
being used in many fields to generate business. It is changing the lives of every human being. In travel and tourism it is
playing crucial role to in maintaining customer relationship. Organisations develop their own sites and managers monitor
them on regular basis to improve their business. Next-generation technologies are transforming the way all travel and
provide mobility options (Clarke and Fujimura, 2014). All travel either for business or pleasure and digital technology
along with smartphones has provided comfortable accommodations and better quality. Customers prefer to do e-booking
and electronic payments through smartphones. They have various options on social sites where they can opt for better
option. This has also increased competitiveness in the market. Customers are using seamless connection through
whatever channel they want to in Thomas Cook. It believes in keeping 24/7 customer relationship through websites.
AIMS AND OBJECTIVES
Aim:
“To analyse the impact of social media marketing on travel and tourism sector- A case study on Thomas Cook”.
Objectives:
1. To know the concept of digital technology in relation Thomas Cook’s profitability and performance.
2. To understand involvement of customers through digital technology in Thomas Cook.
3. To analyse various stages in digital technological development regarding Thomas Cook.

4. To recommend strategies for the better use of technology in Thomas Cook.
Rationale:
Digital technology has revolutionized travel and tourism sector. Evolution of advanced technologies, smartphones
and internet has provided savings and convenience to travel consumers. It allows travellers to search for self-guided
audio apps, best deals and all real time updates are available with new standard tool. These are accessible by consumers
and travel professionals. Both customers and travel agents can book online which save time and they don't have to speak
to anyone. Digital technology can be used in providing updates of flights and many hotels and airlines offer loyalty
programs (Garabedian, Ross-Degnan and Wharam, 2015). Websites and apps allow loyalty point program members to
check their status and points are redeemed accordingly. This topic is chosen to analyse the impact of social media
marketing in decision making and behaviour of people. Moreover, it will evaluate how taste and preference of people
change when they see any advertisement on networking sites.
1.2 Factors that contribute the project selection
Factors required to select the project are described below:
1. To know the Insight of project: A project is selected to know its criteria and probability of success. Sponsors want
their project to be successful and researchers involved want to know gain the knowledge derived from the running project.
2. To know the scope of project: Project scope includes determining and listing of specified goals, features, functions,
tasks, deadlines and finally costs. All these factors decide its scope and its need to be achieved. It is very important to
mark its scope early in a project's life cycle because it affects the cost or schedule of it.
3. Involvement of people: Selection of project also decides the interest of people in it. It shows how they interact with
any kind of product or team and manage business processes. Its requirements is described when data is moved and

business transaction takes place. For example, invoicing and accounts shows the transaction level within a website
(Gorecky, Schmitt and Zühlke, 2014). There is involvement of stakeholders successfully at different stages of the project
stage. Stakeholder confusion takes place when this does not happen as the project goes on.
4. Limitations of Project are identified: Certain things are executed in project and some are out of project scope.
Therefore, it is more important to identify budget and execute the project appropriately.
1.4 Critical review of key references
According to King and Mackey, (2016) digital technology is used for generate revenue and value within travel and
tourism. By exploiting pervasive digital connections between places, people and things organisations go for digital edge
to transform processes and experience customer experience. There is density of connection, communications and
context that flows across technologies to generate opportunities for corporate world and customers as well. Advancement
includes smartphones, social media websites, Wi-Fi connections and availability of robots in front office. Trips can be
enjoyed by college students by number of apps on their smartphones. Thus, they are no longer related to retired persons
or honeymooners. Applications allows reaching more people and they are better informed, younger and are more tech
savvy. It is used by Thomas Cook Group to transform business for better use. Digital technology delivers value creation
and create s structure that can thrive and grow strong heritage. It supports growth in business and increment customer
relationship. All operational businesses and practices increase scale and reduce costs. It helps in developing front end of
the business. Big data, predictive analytics, mobiles ans cloud touch customers directly and interaction with them
generate source of digital difference that is important for revenue and value. Thomas Cook creates business
opportunities for developed craft producers in the Gambia who lacked approach to visitors and proper understanding of
the tourists market.

Thomas Cook Group initiated with e-commerce platform to make its usage of web more flexible with easy access
and rich interface. It hired complete IT team from architect to developers that can successfully launch the start-up. As per
the view of Svantesson, Senorski, and Samuelsson, (2017), it the major channel for customer service and sales and can
ramp up the performance using high-availability of hosting services. Almost 20 percent of the vacation sales has been
contributed by the online channel. It helps its customers to book flights and hotels and provide maps, travel guides and
weather reports from various countries. Digital technology has also changed the nature of marketing of company. Brand
use it to connect with customers and create campaigns that proceed across all types of e-commerce and social media
websites. There is complete interaction about packages, deals and upcoming discount rates of rooms to customers.
Display of company attracts them in positive and optimistic manner. Creative side of the discipline is needed to be
combined through modern day marketing department. People's wishes and analytics are used online to know the needs
of the departments. Online marketing of company's helps to motivate people and use their insight to promote brands and
empower them to buy their products. Travel companies encourage them to visit their hotels by offering them low rates.
Almost three areas of marketing are considered namely, speed, relevance and approach of campaigns. Relevancy has
been increased through digital marketing. There is laser focus to targeted and specific groups offering them related data.
Customers access information on social websites like You tube, Facebook and mobile apps. Facebook is the most
common website used by small companies. It provides cheap platform for marketing of their business. Technologies
accumulate customers, their views and share their opinions among various people. Like online marketing of different
countries takes place.
According to the Lewis, (2015) digital development has affected travel and tourism to great extent. It has
engaged communities and has given surety that their clients have the best possible getaways. In order to gain
competitive benefits and perform well, many players in this industry are looking for unique and greatest ways to approach
their persona and polish their offerings to their targeted audience. At lower cost effective digital marketing is the best way

to reach large audience through easy access of information on laptops, mobile devices and desktop computers. Through
this they are able to gain information about various tourist destination. Also, it helps people in taking effective decision by
reading blogs, reviews, etc. on social media.
Thomas Cook has increased mobile users and business travellers through digital marketing strategy. It has also replaced
traditional communication. It helps in maintaining reputation through online basis. Customers join websites and show their
interest by doing surveys prior booking. Organisations can nurture online presence on authoritative sites and build up
their reviews. After implementation of online channels there is hike in bookings of Thomas Cook Group. But there is a gap
between the majority of suppliers and the number of travellers wanting to book activities and tours online. Therefore,
online booking is the best way to maximize revenue in many travel industries. Many travellers book hotels for reservations
on the same day through mobile device. 80% of the customers look for the summarized review which saves time whereas
59% opt for going on full-text reviews. Mobile bookings have grown up to 1700% from 2011 to 2015 Brinkmann, S.,
(2014). Thomas Cook Group is continuously seeing a rise due to involvement of mobile phones of customers. Internet
and mobile connectivity has increased to much extent which is very crucial for booking system and building and
maintaining websites properly.
As per the view of Smith., (2015) , digital technology has some important stages namely, business as usual,
present and active, formalised, strategic, converged and finally innovative and adaptive. In first stage company like
Thomas Cook Group formulate with perspectives like business models, customers, technology following the solution to
digital relevance. Secondly, experimentation of digital literacy and creativity in the entire organization focuses on the
improvement of specific processes. Thirdly, same procedure becomes intentional at capable and promising levels on
execution. Initiatives become harder and bolder which leads to seek executive support for innovative technology. Then,
as research, shared insights and work contribute to fresh strategic roadmaps individuals identify strength in collaboration

in these activities which results in digital transformation, efforts and investments. Then, complete and dedicated digital
transformation team creates to guide strategy and operations that is supported by customer-centric goals and business.
New executives and strategists identify change which has been due to digital transformation in the way of business. An
innovative ecosystem is established to recognize and act upon market trends and technology in pilot and finally at scale.
There are some barriers which businesses tend to struggle with flexibility and privacy of information. Security teams are
included in the transition that increase its quality of security they provide. A question of longevity and preservation always
arise in digital world. Storing and preserving documents is an important part of digital technology for which each and
every company have to pay attention. These things are ensured through current final document standard PDF. Both
customers and executives have big stake in this matter. Another largest barrier is integrating people and technology.
Organisations must provide surety that while making people more effective without alienating them in procedure they
must foster high tech technologies. Then, there is resource investment when new software are implemented in the
companies Dang, G. and Pheng, L.S., (2015). It adds to the cost of human resource and there is risk of use of too much
data by few organisations and no actual form of distilling them.
Therefore, cloud computing, cognitive computing have made it easy to individualize packages and offerings related
to consumer preferences. This generates customized customer experience and help in driving more return in business. In
today's world travellers like to live in an online and virtual environment. They spend more and more time mobile devices
and respond to customers and provide information related to bookings and packages. All types of room service, hotels
and flights are booked through mobile devices. Thus, digital technology has become a part of customers as well as travel
and tourism sector.
By analysing the secondary data it can be concluded that social media has provided a platform through people are
able to gain information about many things. moreover, it has enabled them to take effective decisions while developing a

plan. Also, tourism companies have focused on promoting their products through social media. It has given an insight to
people about culture, weather, cost, etc. of different tourist destination.
It has enabled them to identify change in their taste and preference of customers so that services can be
developed accordingly. By communicating with each other people take their feedback and reviews.
1.4 Research Project specifications.
Research Methodology:
Research philosophy
Research philosophy can be expressed as discussing any topic in great details. But in economics and business
dissertations it is not discussed at great level. It includes pragmatism, positivism, realism or interpretivism. It mainly deals
with development of knowledge, nature and with its source. In other words, it is about an information that gathered,
examined and used in systematic way. Beliefs and assumptions are formulated in the dissertation of philosophy.
Researchers mainly opt for Interpretivism which access to reality. It is only done through social constructions like
consciousness, instruments and language. Its development is supported by the critique of positivism in social sciences
(Jamshed, 2014). Interpretivism is associated with the idealism of philosophical position and is diverse by the complete
group approaches.
Research design
Research design is considered as quantitative and qualitative by various authors. But some researchers argue that
it is an option of selecting specific methods gathering information and performing analysis. In dissertation process, it can
be defined as a general procedure where researchers have to answer the questions. It includes important research
strategies and the way of analysing it (Jennings, and et.al., 2018). There are two types of research designs namely,
exploratory and conclusive. In exploratory method data is vague and sources are rough. On the other hand, in conclusive

method, information is clear and transparent. In conclusive research descriptive approach can be explained which
concentrates on various affairs having zero control on variables.
Research Approach
Research approach includes deductive and inductive approaches. There is emergence of innovative theories and
generalisations in inductive approach. On the other hand, validity of assumptions are made in deductive approach. In
abductive approach, 'puzzles' and 'surprising facts' are included and complete process is dedicated to statement of
researchers. There is no involvement of hypothesis in inductive approach. Its objectives and aims should be attained
during research process (Hickson, 2016). It follows a route of observation, pattern and theory generation. Premises are
created for untested results and generalisation is made from specific to general level. Here data collection is done to
discover a development, recognizing themes, patterns and finally creating conceptual framework. Theory is build and
finally generated. Thus, researchers aim for Inductive process. In deductive approach, information collection is done to
evaluate hypothesis or propositions relevant to existing theory.
Research Strategy
Research strategy consider most important part in methodology. It develops significant advantages to find
appropriate results at workplace. It helps to create proper link between philosophy paradigm so that findings will be
consider in creative manner (Mukhopadhyay and et.al., 2014). In travel and tourism sector, principles are also underlying
with concerned and improvement as well. Learning with reflection also undertaken that would be beneficial to focus on
approach. Appropriate findings will assist to construct research cycle. There are different elements of strategy consider in
research to focus on analysis and explained concerned information.
Data collection Method
Data collection is a process in information is used from other related sources to search answers of problems and
examine the results. It can be divided into two parts: primary an secondary data. Primary data collection includes two sub

parts i.e. quantitative and qualitative research methods. Quantitative methods are mainly supported by formats or
mathematical calculations. It includes questionnaire, interviews, surveys, focus groups and delphi technique. In interviews
direct questioning is there from the interviewer to the respondent. In focus groups a group of people is targeted whose
issues are concerned. Questionnaire is widely used by researchers for data collection. This is very suitable and
convenient method to gather information from a wide range of population. It includes either open-minded or close minded
printed set of questions in which respondents are needed to answer the knowledge and share its experience with their
concerned issues (Clarke and Fujimura, 2014).
Sampling Methods
Sampling is done to select a segment of members for research work. This segment is included in the study and
entire process is evaluated. Many advantages are there like it is cost-effective for the project, accuracy is there, research
can be done of any size and type and it deepens the speed of primary data collection. There are two types of sampling
methods namely probability and non-probability sampling methods. Researchers mainly aim for probability method
because it is multistage, systematic, simple and stratified. On the other hand non-probability are randomly selected and
therefore each and every member of selected population doesn't have chance to take part in the research work (Lalić and
Pope, 2018). Non probability sampling method is sometimes homogeneous, extreme and typical in case.
1.5 Appropriate plan and procedure
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TASK 2
2.1. Match resources efficiently to the research question
Research is conducted by using various resources. These resources help in effective conducting of research.
Therefore, it is necessary to determine proper resources that are required. Also, according to nature and size of research,
resources are required. For conducting present research resources are described as follows :-
Human resources – work force is an essential element in this. They perform research activities such as analysing data,
distributing questionnaire, etc. (Walliman, 2017) therefore, work force will help in conducting research and getting the
outcomes. Thus, for present research human resource required will be around 30.
Financial resources- Without financial resource, research can not be conducted. Research requires funds to buy
stationery items, wages to pay to workers, etc. If adequate finance will not be determined it can affect the results of
research. The funds required for present research is £7500.
Physical resources – In order to interpret data proper resources are required. For this software is required such as
SPSS. This will help in interpreting data so that results can be obtained (Dang, G. and Pheng, L.S., 2015).
2.2. Undertake the proposed research investigation with the agreed specification and procedures
Questionnaire

Name:
Contact number:
Email:
Please tick whatever is appropriate according to you
Are you aware about Social media marketing?
Yes
No
Not Sure
Have you ever used the social media marketing tools and techniques?
Yes
No
Not Sure
Can you please provide some information what type of marketing you receive from travel
and tour operators?

5) Do you find the use of social media marketing as a significant tool in travel and tourism
sector?
Yes
No
Not sure
Is the usage of social media and other digital technologies beneficial for Thomas Cook?
Yes
No
Not Sure

Is the usage of social media and other digital technologies beneficial for customers
of cited travel and tourism enterprise?
Yes
No
Not Sure
Which social media platform is mostly used by Thomas Cook?
Facebook
Instagram
Twitter
Pinterest
Are the ads and other information well placed by Thomas Cook on various social media
platforms?
Yes
No

Not Sure
Which source is used by you to get the proper information about travel and tourism entity,
Thomas Cook?
Friends
Internet
tour operators
Newspapers
Is the actions and operations of cited firm are affected by social media marketing firms?
Yes
No
Not Sure
What sort of impact does the social media marketing have on Thomas Cook?
Positive impact

Negative impact
Neutral
Is the customer satisfaction level has improved using these social media and other digital
technologies?
Yes
No
Not Sure
have you used the services of Thomas cook after seeing the ads on social media?
Yes
No
Not Sure
Any suggestions
-------------------------------------------------------------------------------------------------------------

2.3 Record and collate relevant data where appropriate
Theme 1 Awareness about social media marketing
Q1 Are you aware about Social media marketing? Frequency
Yes 11
No 5
Not sure 4
Total 20
Theme 2 Using the social media marketing tools and techniques
Q-2 Have you ever used the social media marketing tools and
techniques? Frequency
Yes 14
No 2
Not sure 4
Total 20
Theme 3 Using of social media marketing as a useful tool in travel and tourism sector
Q-3 Do you find the use of social media marketing as a
significant tool in travel and tourism sector? Frequency

Yes 14
No 2
Not sure 4
Total 20
Theme 4 Using of social media and other digital technologies is beneficial for Thomas Cook
Q-4 Is the usage of social media and other digital technologies
beneficial for Thomas Cook? Frequency
Yes 14
No 2
Not sure 4
Total 20
Theme 5 Social media and other digital technologies is beneficial for customers
Q-5 Is the usage of social media and other digital technologies
beneficial for customers of cited travel and tourism enterprise? Frequency
Yes 14
No 2
Not sure 4
Total 20
Theme 6 Social media platform is mostly used by Thomas Cook

Q-6 Which social media platform is mostly used by Thomas
Cook? Frequency
Facebook 14
Instagram 2
Twitter 4
Pinterest
Total 20
Theme 7 Ads and other information well placed by Thomas Cook on various social media platforms
Q-7 Are the ads and other information well placed by Thomas
Cook on various social media platforms? Frequency
Yes 14
No 2
Not sure 4
Total 20
Theme 8 : Source is used to get the proper information about travel and tourism services
Q-8 Which source is used by you to get the proper information
about travel and tourism services? Frequency
Friends 14
Internet 2
Tour operators 4

Newspapers
Total 20
Theme 9 Operations of cited firm are affected by social media marketing firms
Q-9 Is the actions and operations of cited firm are affected by
social media marketing firms? Frequency
Yes 14
No 2
Not sure 4
Total 20
Theme 10 Impact of social media marketing have on Thomas Cook
Q-10 What sort of impact does the social media marketing have
on Thomas Cook? Frequency
Positive 14
Negative 2
Neutral 4
Total 20
Theme 11 level of customer satisfaction improved using these social media
Q-11 Is the customer satisfaction level has improved using
these social media and other digital technologies? Frequency

Yes 14
No 2
Not sure 4
Total 20
Theme 12 Using Thomas cook services after seeing the ads on social media
Q-12 Have you used the services of Thomas cook after seeing
the ads on social media? Frequency
Yes 14
No 2
Not sure 4
Total 20

TASK 3
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation is more appropriate? Why?
The research techniques helps in evaluating data so that results are obtained and aims and objectives are achieved (Polonsky
and Waller, 2014). The evaluation technique is determined in research methodology so that it gives an insight to researcher about
which technique will be used by him or her. Besides this, it helps in providing an insight that whether research is going in right
direction or not .
Summative- It is an evaluation technique in which results are measured with set goals. This is done at the end of research. It helps in
identifying whether goals set are achieved or not. Generally, it is used very rare. Also, with this it is easy to determine impact on
further research is goals are not met.
Formative – In this the evaluation is done at each step so that next step can be improved. This is very commonly used evaluation
technique. In this it can be analysed that what was done in right way and what went wrong so that in next step it can be improved. This
is very beneficial for researcher.
Thus, for present research evaluation will be done by using the formative technique. This is because it will help researcher to
analyse each step and then move forward (Moyers, Houck and Miller, 2016). Also, with this it will help in gaining knowledge about
social media marketing in various areas. In addition to this, researcher will be able to identify the weak areas so that proper measures
can be taken. Besides this, researcher can use this technique in his or her next research more effectively.
3.2 DATA Analysis
Theme 1 Awareness about social media marketing
Interpretation – The researcher conducted research at Thomas Cook to identify the impact of social media marketing on travel and
tourism sector. In this the researcher used the questionnaire method for collecting data. For this 20 customer were selected as sample
size. By analysing data it was identified that 11 said they were aware social media marketing of Thomas Cook, 5 said no and 4 said

they were having no idea about this. Therefore, it is concluded that Thomas Cook is highly involved in using social media to advertise
their products. Moreover, SMM has enabled in creating market awareness about various products and services in tourism sector.
Theme 2 Using the social media marketing tools and techniques
Interpretation – In Thomas Cook a research was conducted to analyse the impact of SMM. For this researcher used the questionnaire
method and selected 20 customers randomly. By interpreting data it was identified that out of 20, 14 said that they have used tools
and techniques of SMM while 2 said no. on the contrary 4 was not sure about this. From this it can be said that people are highly
aware of tools of SMM. Also, the tools help in effective promotion of services of Thomas Cook in the market. It gives information
about services to people.
Theme 3 Using of social media marketing as a useful tool in travel and tourism sector

Interpretation: on the basis of the extensive research process that is been followed at Thomas Cook will help the organisation to gain the suitable
idea about the measures and actions that are been followed by the work force. On the basis of data investigation, this can be said that out of 20
respondents participated within the research process, 15 people agreed to the fact that the social media and digital technology is very beneficial
tool for a travel and tourism entity. While, on the other hand, 1 individual denied the fact and 4 respondents were not sure about it. Based on the
outcome that is been received, this can be said that the digital tools and techniques including social media marketing is very useful for a travel
and tourism company.
Theme 4 Using of social media and other digital technologies is beneficial for Thomas Cook.
Yes No Not sure
0
2
4
6
8
10
12
14
16
Frequency

Interpretation: Depending on the research process and operations that are been carried out at cited travel and tourism firm, this is been found
that among the 20 respondents that have participated in the research process, 16 customers feel that the use of social media is beneficial for the
effective growth and development of the cited travel and tourism business organisation. On the other hand, 4 respondents do not agree with the
statement and 4 other customers were not sure. Thus, on the basis of the outcomes received through data assessment, it can be interpreted that
the use of digital technology is been beneficial for a business entity.
Theme 5 Social media and other digital technologies is beneficial for customers
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
Frequency

Interpretation: An extensive research process is been carried out by a scholar at Thomas cook to identify the benefits of social media marketing
as an effective digital tool and technique that will help in suitable rise in meeting of business operations and activities that are been carried out
by Thomas cook. Form the presented research process that is been performed, this can be said that out of 20 customers who participated in data
investigation process as respondents, 15 agreed to the fact that the use of social media marketing as a digital technology has been beneficial for
them. While, 1 respondent denied the fact, 4 customers were not sure about it. Hence, based on the data interpretation process that is been
performed at Thomas Cook, this can be interpreted that the use of digital technologies and social media marketing is good for buyers.
Theme 6 Social media platform is mostly used by Thomas Cook
Yes No Not sure
0
2
4
6
8
10
12
14
16
Frequency

Facebook
Instagram
Twitter
Pinterest

Interpretation: Based on the extensive research process that is been carried out at Thomas Cook, in which 20 customers participated as
respondents, this is been evaluated that out of 20 respondents, 12 favours the use of Facebook as the tool of marketing while 2 respondents
favoured the use of Instagram and 4 customers preferred twitter as a tool of marketing. Other than this, 2 customers agreed to the use of
Pinterest as a social media marketing tool. Therefore, based on the data analysis and interpretation process that is been carried out at Thomas
Cook, different social media tools are been used by organisation.
Theme 7 Ads and other information well placed by Thomas Cook on various social media platforms

Interpretation: on the basis of extensive research process that is been performed by travel and tourism firm, Thomas Cook, this is been found
that out of 20 respondents that have participated in research process at the firm, 16 customers agreed to the fact that the firm has effectively
placed the ads about its product and services. On the other hand, 2 respondents disagreed to this action while 2 other customers were not sure
about it. Thus, on the basis of the research process that is been performed, this can be said that the proper placing of a business advertising on
social media is beneficial for firm.
Theme 8 : Source is used to get the proper information about travel and tourism services
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
Frequency

Friends
Internet
Tour operators
Newspapers

Interpretation: based on the data analysis and interpretation process that is been followed by the business organisation, this can be concluded
that out of 20 respondents that have participated within the data interpretation process at Thomas Cook, 11 customers were guided by their
friends about the advertisement of cited firm while 3 respondents favoured the use of internet as a source. On the other hand, 4 respondents
were helped by tour operators and other 2 customers used newspaper as a source to get information about product and services offered by cited
travel and tourism firm. Thus, this can be said that the various sources of information about business activities and operations is been used by a
business entity.
Theme 9 Operations of cited firm are affected by social media marketing firms

Interpretation: As per the research process that is been performed at the cited travel and tourism firm, this is been evaluated that among the 20
respondents who participated within the research process at Thomas Cook, 12 customer feels that the use of social media platform has affected
the marketing operations of the organisation. Besides this, 4 respondents disagreed to the fact and other 4 customers were not sure about it.
Thus, based on the output received through the research process, this can be interpreted that social media marketing I good for executing the
business operations of the cited travel and tourism firm, Thomas Cook.
Theme 10 Impact of social media marketing have on Thomas Cook
Yes No Not sure
0
2
4
6
8
10
12
14
Frequency

Interpretation: on the basis of the research process that is been performed at Thomas Cook, this can be said that the effective research process
is been carried out at the cited travel and tourism firm. For the process the output received is that out of 20 customers involved as respondents
for research process, 14 respondents believe that the use of digital technology has laid a positive impact on the business operation of the
organisation. Other than this, 2 respondents denies the fact and said it lays negative impact while 4 respondents were neutral about the fact.
Hence, this can be concluded that the use of social media marketing and digital technologies has positive impact over the operations of cited
organisation.
Theme 11 level of customer satisfaction improved using these social media
Positive Negative Neutral
0
2
4
6
8
10
12
14
16
Frequency

Yes No Not sure
0
2
4
6
8
10
12
14
16
18
Frequency

Interpretation: based on the research process that is been performed at the cited travel and tourism firm, this can be said that the effective
placing and utilisation of digital technologies helps the firm. Among the 20 respondents, 16 customers agreed to the fact that the use of social
media marketing has helped in improving their satisfaction level. On the other hand, 2 respondents disagreed to the fact while the remaining 2
customers were not sure about the fact. Hence, this can be concluded that social media marketing is beneficial for improving the customers or
tourists satisfaction level.
Theme 12 Using Thomas cook services after seeing the ads on social media
Interpretation: As per the research process that is been performed at Thomas cook, this can be interpreted that out of 20 customers who
involved in the research process as respondents, 15 agreed to fact that they used the service of cited travel and tourism firm after seeing the
advertisement while 2 respondents denied the fact. On the other hand, 3 respondents were not sure about it. Hence, this can be said on basis of
outputs interpretation that the spocial media marketing has improved the sales of the firm.
Yes No Not sure
0
2
4
6
8
10
12
14
16
Frequency

3.3 Recommendation and conclusion
From the above research it is concluded that Thomas Cook needs to improve their social media marketing campaign. This is
because it will help them to increase market awareness of their services in the industry. Also, it will enable them to attract customer
by providing them high quality services. For this they must can take several recommendations that is as follows:-
Installing new software and applications – Thomas Cook can install new equipments and tools that will help them to store and
maintain data and information about the customers. With this it will become easy for them to identify needs of people. Also, it will
enable company to develop effective SMM strategies to attract people (Brinkmann, 2014).
Tracking data – Thomas Cook can track the records of data so that it can identify the reaction of people. With this they can analyse
how much people are aware about advertising of Thomas Cook. Apart from this it will help in finding out the weak areas of their ads.
This is an easy method through which networking sites like Facebook, Instagram, etc. data can be interpreted. This will help in
analysing the whole marketing strategy.
Establishing help desk – in this company can establish a help desk department that will help in listening to customers issues so that
solutions can be provided. This will help in providing effective and better solution to people. With this their satisfaction can be
enhanced. Along with this help desk can listen to the enquires of customers. Then they can provide the best offers to people. It will
help in attracting them and increasing the sales of Thomas Cook (Barquero and Bosch, 2015).
Research areas-
It refers to the area where research results can be applied or used as secondary data. Thus, the above research can be used by
other companies to identify their marketing strategies effectiveness in the market (McNiff, 2015). Also, it can be used by people who
are doing their business in tourism sector.
TASK 4

TITLE: The influence of digital technology on travel and tourism sector.
Theme 1 Awareness about social media marketing
Interpretation: The researcher conducted research at Thomas Cook to identify the impact of social
media marketing on travel and tourism sector. In this the researcher used the questionnaire method
for collecting data. For this 20 customer were selected as sample size. By analysing data it was
identified that 11 said they were aware social media marketing of Thomas Cook, 5 said no and 4 said
they were having no idea about this. Therefore, it is concluded that Thomas Cook is highly involved
in using social media to advertise their products. Moreover, SMM has enabled in creating market
awareness about various products and services in tourism sector.
Theme 2 Using the social media marketing tools and techniques
Interpretation – In Thomas Cook a research was conducted to analyse the impact of SMM. For this researcher
used the questionnaire method and selected 20 customers randomly. By interpreting data, it was identified that out
of 20, 14 said that they have used tools and techniques of SMM while 2 said no. on the contrary 4 was not sure
about this. From this it can be said that people are highly aware of tools of SMM. Also, the tools help in effective
promotion of services of Thomas Cook in the market. It gives information about services to people.
Theme 3 Using of social media marketing as a useful tool in travel
and tourism sector
Interpretation: on the basis of the extensive research process that is been followed at
Thomas Cook will help the organisation to gain the suitable idea about the measures and
actions that are been followed by the work force. On the basis of data investigation, this can
be said that out of 20 respondents participated within the research process, 15 people
agreed to the fact that the social media and digital technology is very beneficial tool for a
travel and tourism entity. While, on the other hand, 1 individual denied the fact and 4
respondents were not sure about it. Based on the outcome that is been received, this can be
said that the digital tools and techniques including social media marketing is very useful for a
travel and tourism company.
Objectives:
1. To know the concept of digital technology in Thomas Cook.
2. To understand involvement of customers through digital technology in Thomas Cook.
3. To analyze various stages in digital technological development regarding Thomas Cook.
4. To recommend strategies for the better use of technology in Thomas Cook.
Research Methodology
Research approach- Inductive
Research philosophies- Interpretivism
Research techniques- Qualitative
Recommendation
Installing new software and applications – Thomas Cook can install new equipment’s and tools that will help them to store and maintain data and
information about the customers. With this it will become easy for them to identify needs of people. Also, it will enable company to develop
effective SMM strategies to attract people.
Tracking data – Thomas Cook can track the records of data so that it can identify the reaction of people. With this they can analyse how much
people are aware about advertising of Thomas Cook. Apart from this it will help in finding out the weak areas of their ads. This is an easy method
through which networking sites like Facebook, Instagram, etc. data can be interpreted. This will help in analysing the whole marketing strategy.
Establishing help desk – in this company can establish a help desk department that will help in listening to customer’s issues so that solutions can
be provided. This will help in providing effective and better solution to people. With this their satisfaction can be enhanced. Along with this help
desk can listen to the enquires of customers. Then they can provide the best offers to people. It will help in attracting them and increasing the sales
of Thomas Cook.
Theme 4 Using of social media and other digital
technologies is beneficial for Thomas Cook.
Interpretation: Depending on the research process and operations that are been
carried out at cited travel and tourism firm, this is been found that among the 20
respondents that have participated in the research process, 16 customers feel that
the use of social media is beneficial for the effective growth and development of the
cited travel and tourism business organisation. On the other hand, 4 respondents do
not agree with the statement and 4 other customers were not sure. Thus, on the
basis of the outcomes received through data assessment, it can be interpreted that
the use of digital technology is been beneficial for a business entity.
Theme 5 Social media and other digital technologies is
beneficial for customers
Interpretation: An extensive research process is being carried out by a scholar at Thomas cook to
identify the benefits of social media marketing as an effective digital tool and technique that will help
in suitable rise in meeting of business operations and activities that are been carried out by Thomas
cook. Form the presented research process that is been performed, this can be said that out of 20
customers who participated in data investigation process as respondents, 15 agreed to the fact that
the use of social media marketing as a digital technology has been beneficial for them. While, 1
respondent denied the fact, 4 customers were not sure about it.
Theme 6 Social media platform is mostly used by Thomas Cook
Interpretation: Based on the extensive research process that is been carried out at Thomas Cook, in
which 20 customers participated as respondents, this is been evaluated that out of 20 respondents, 12
favours the use of Facebook as the tool of marketing while 2 respondents favoured the use of Instagram
and 4 customers preferred twitter as a tool of marketing. Other than this, 2 customers agreed to the use
of Pinterest as a social media marketing tool. Therefore, based on the data analysis and interpretation
process that is been carried out at Thomas Cook, different social media tools are been used by
organisation.

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