Influence of Social Media on Tourists

Influence of social media on
tourists

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Research Background..................................................................................................................1
Research aim and objectives.......................................................................................................1
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................9
FINDINGS AND DISCUSSION...................................................................................................13
CONCLUSION..............................................................................................................................19
Recommendation...........................................................................................................................20
REFLECTION...............................................................................................................................22
REFERENCES..............................................................................................................................24

Title of study: “To critically determine the influence of social media on Tourists. A study on
UK.”
INTRODUCTION
Research Background
Britain tends to have high degree of support from the tourism industry. Large number of
tourists from across the globe visit UK every year. More than 2 million jobs has been created by
the UK travel and tourism industry. The UK Social media and digital marketing has grown over
the years. Social media helps tourism companies to interact directly with the consumers with the
help of various digital and social media platforms which are available online. There are various
set of social networking sites such as YouTube, Instagram, Facebook, Pinterest, Twitter, et
cetera are considered to be very useful for the tourists to gain wide set of information associated
with the particular destination (The Impact of Social Media on the Tourism Industry, 2015).
Consumers tend to engage with various social media networking sites which helps in making
them informed decision associated with travels. This is considered to be as one of the most
prominent way to share experience of the individual person with the help of social media. There
are various set of online applications such as Foursquare, Facebook, Instagram, trip advisor,
Twitter tends to allow tourists to provide a platform which helps in sharing the location of the
place, post photos and also check in on the real time basis. Social media is an effective platform
where the large number of people focuses on sharing the personal experience of the people who
has already travelled to various destinations across the globe. Social media will play crucial role
in decision making behaviour and carrying out information search. This is one of the significant
practice which is useful in interacting with the customers. This study will highlight on critically
determining the influence of social media on Tourists in the UK. This study will critically
explore on how tourists rely on social media for booking their trips in the UK. It also helps in
critically evaluating how emerging population of GEN Y and GEN Z who rely on the internet for
tourism.
Research aim and objectives
Research Aim
“To critically determine the influence of social media on Tourists. A study on UK.”
Research Objectives
 To critically evaluate the importance and relevance of social media for Tourists.
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 To determine how emerging population of GEN Y and GEN Z who rely on the internet
for tourism.
 To examine how social media influence the decision making of the Tourists.
 To provide appropriate recommendation which helps social media in improving the
operations of tourism industry.
Research Questions
 How tourists rely on social media for booking their trips in the UK?
 How emerging population of GEN Y and GEN Z who rely on the internet for tourism?
 How social media influence the decision making of the Tourists?
 What are appropriate recommendation which helps social media in improving the
operations of tourism industry?
Rationale
The researcher of the study has carried out the study because of the academic and personal
interest of the researcher. The researcher will in turn tends to focus on critically evaluating the
various aspects of the study by gaining wider set of perspective. The researcher of the study
tends to evaluate the research topic because of their own personal interest. The researcher is
highly interested to effectively evaluate the influence of social media on Tourists in the UK. The
researcher of the study has also carried out the study on this research topic because it helps in
gaining wider set of perspective on the subject matter. This study is considered to be very
prominent in order to gain wider set of view on the specific subject matter.
Research significance
This study is going to be very beneficial for the researcher who further wants to investigate
on the subject matter. This study is considered to be as an appropriate base which eventually
leads to better care results and outcomes. This study is going to be highly beneficial for the
tourist industry within the United Kingdom because it helps in effectively analysing the various
key elements associated with this research study. The researcher of the study must in turn tends
to highly focus on effectively selecting the best research methodology which eventually leads to
greater set of results and outcomes. This study is considered to be highly significant for the
scholars and students who are studying within the hospitality sector. This way it helps in gaining
wider views and perspective related with the influence of social media on Tourists in the UK.
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The significance of the research is highly prominent because it will be useful for the travellers to
gain relevant set of information on the subject matter.
LITERATURE REVIEW
Literature review is referred to as one of the comprehensive summary associated with the
specific research topic. The literature review is useful because it leads to comprehensively
surveying the subject topic with the use of books, scholarly articles, journals, manuals, etc.
which helps in making sources relevant for the particular area of the research. The literature
review is useful in enumerating and evaluating the gaps within the research and create an
argumentative data by taking into consideration the viewpoints of the various researcher.
To critically evaluate the importance and relevance of social media for Tourists.
Xu, Wei, and Zhao, (2016) sought to determine the fact that, Social media tends to put great
emphasis on the tourism industry. Social media is very useful in promoting tourism and also
engage consumers on the various social networking sites in order to research trips and also make
informed decisions associated with your travels. It also helps consumers in sharing their personal
experiences at a particular restaurant, airline and hotel. Social media and digital marketing has
grown over the years. Social media helps tourism companies to interact directly with the
consumers with the help of various digital and social media platforms which are available online.
It also helps companies to effectively communicate the message in order to provide potential set
if care services to the tourists. Social media platforms such as YouTube, Instagram, Facebook,
Pinterest, Twitter, et cetera are considered to be very useful for the tourists. Social media such as
Facebook friends to have significant potential to affect the emotions of the tourist and also
improve the experience of the tourist. Consumers tend to engage with various social media
networking sites which helps in making them informed decision associated with travels and also
helps in sharing their personal experience social media such as Facebook aims to have significant
potential to affect the emotions of the tourist and also improve the experience of the tourist.
Consumers tend to engage with various social media networking sites which helps in making
them informed decision associated with travels and also helps in sharing their personal
experience.
Moreover, Narangajavana and et.al., (2017) examined the fact that, Customers are using social
media during before and after the travel in order to share the experience whether good or bad. It
is an important strategy which has an expanding and facilitating experience of the tourist. How
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widespread use of the increased number of social media applications and web digital applications
helps in shaping the travel and tourism company. The large number of tourist highly get
influenced by the content which has been generated on the social media and get attracted to the
particular destination. Social media platforms highly influenced the thinking of the customers
and affected decision-making capabilities. Social media platforms are important because it helps
in generating large number of customers who get attracted to the specific destination. This
eventually leads to higher customer base and profitability for the tourism company. Ráthonyi and
et.al., (2016) examined that, use of information communication technology plays a very
prominent role within the travel and tourism industry. Integration of the information should
technology results to higher success of the tourism. It is very useful for the customers or tourist
to get access to the pages information associated with the tour and travel services from anywhere
across the globe. It has been providing real-time information which leads to higher customer
experience. Social media tends to largely shape the emotions and perceptions of the tourist.
Social media largely influenced various aspects associated with the tourism industry which
includes local communities, tourists. It also helps in demonstrating the contribution of the social
media platforms to the tourism industry.
Parsons, (2017) established is view points by stating that, large number of tourists in turn
highly rely on the social media and digital media applications for the bookings of holidays and
trips in United Kingdom. With the high degree of reliance of tourist on internet and social media
it has become extensively important for the tourism industry which helps in evaluating the needs
and wants of the customers. Social media is very prominent because it tends to highly rely on
social media because it helps in adding ease to the life. Tourists tend to highly rely on the various
social media networks because it helps them learn and explore more about the new set of travel
destination. Tajvidi and Karami, (2017) examined the fact that, social media is considered to be
very useful in taking key decisions about the various trips to the future. Social media is also
considered to be as one of the effective marketing campaign which helps in delivering various
set of information to the tourist within few clicks. There are various travel and tourism
companies who has made their own page on the social media platforms which includes all the
information associated with the type of facilities, ambience and range of hospitality services are
provided to the tourists. Moreover, tourist can also customize their staying experience and
inform the same by using various set of social media platforms. It aids ease of convenience to the
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