HND Tourism Management Research Project: Social Media Marketing Impact

This research project analyzes the influence of social media marketing on the digital advancement of the travel and tourism business, focusing on a case study of Thomson, UK. The study employs methodological tools to manage the research systematically, including thematic analysis of participant views. The project investigates the role of social media in expanding leisure tourism, its impact on various tourist segments, and the relationship between social media marketing and the increase in tourist numbers. Task 1 outlines the project specification, objectives, and research questions. Task 2 focuses on matching resources with the research questions, conducting investigations, and data collection. Task 3 covers research evaluation techniques, data interpretation, and recommendations. Task 4 presents the research outcomes. The report includes a critical review of key references, a detailed research methodology, and a conclusion summarizing the findings and recommendations for the tourism sector. The project aims to provide insights for organizations to adapt their strategies and achieve their targets effectively.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Formulate and record possible project outline specification.................................................3
1.2 Factors that contribute to the process of project selection....................................................4
1.3 Critical review of key references..........................................................................................5
1.4 Research project specification...............................................................................................7
1.5 Plan and procedure for agreed research specification...........................................................7
RECOMMENDATION AND CONCLUSION...............................................................................9
TASK 2..........................................................................................................................................10
2.1 Matching of resources with research question and hypothesis...........................................10
2.2 Research investigation on the basis of specification and procedures..................................11
2.3 Recording and collating of relevant data............................................................................12
TASK 3..........................................................................................................................................18
3.1 Appropriate research evaluation technique.........................................................................18
3.2 Interpretation and analysis of data......................................................................................18
3.3 Recommendation.................................................................................................................21
TASK 4..........................................................................................................................................21
4.1 Research outcomes..............................................................................................................21
CONCLUSION..............................................................................................................................23
REFERENCES..............................................................................................................................24

INTRODUCTION
The aim of assessment is to analyze utilization of social media marketing to derive
influence of digital advancement of travel and tourism business. In this researcher will derive use
of methodological tools which helped the researcher in managing systematic flow of study.
Further, it will outline thematic analysis to outlined views of sampled participants in form of
critical discussion. Travel and tourism is one of the fastest growing industry that assist to provide
higher growth in a economy for development procedure (Abubakar and Ilkan, 2016). This
research is based on influence of information technological on travelling and tourism sector. This
is a most effective and impactful procedure that aid to provide appropriate information to visitors
on the bases of their requirement and need. Through this, Thomson which is a tourism sector
organization can easily get higher benefits to maximize number of visitors at their specific
location.
TASK 1
1.1 Formulate and record possible project outline specification
Overview – Now a days, each and every industry wants to implement information technology in
their business procedure to maximise profitability and growth in effective manner. In travel and
tourism sector, transformational has major impact because through their they can easily provide
accurate information to their visitors and tourists (Edelman, Jaffe and Kominers, 2016). Some of
the inbound and outbound tourists are want to get proper information of several offers and
services that are provided by different tourism organisation in a country. Main objective of these
procedure to build direct direct connection of tourist with their authenticate destination.
Aim: To analyse the role of utilising social media marketing for expanding leisure tourism – A
case Study on Thomson, UK”.
Research Objectives:
 To determine the role of social media marketing for enhancing number of leisure tourist
 To identify the impact of social media marketing on various tourist segmentation To determine the relationship between social media marketing and increase in tourist
Research questions:
 What is the role of social media marketing in order to expand number of tourist?
 What will be the impact of social media marketing on various tourist segmentation?
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 What is a relationship between social media marketing with increase of number of
tourist?
1.2 Factors that contribute to the process of project selection
Research is that which is considered as complex job because it needs to be done in proper
manner for minimising the problems and issues which comes in between success of project
completion. There are several steps which is required to be followed for conducting an research
in better structure and it is followed as:
 Introduction: It is the first step in which appropriate project title is chose through which
aims and objectives are taken out. Although it is important to have such because it helped
in continue for further research and investigation with suitable data and information. This
is most difficult task for researchers that to select particular topic and defined it to
complete the research project in well manner.
 Literature review: It is said to be a search and evaluating the available literature in the
given subject. In other words, a literature review refer to scholarly paper which do
include the various current knowledge that also involve meaningful findings and
methodological contribution on a specific topic in great way. Even, various viewpoints
are considered in this of specialist person as well (Giaoutzi, 2017). literature review mat
be considered as the type of review article and scholar paper where included current
knowledge and substantive findings regarding project. It contributes more to the topic
with the help of theoretical and methodological knowledges as well. Literature review is
known as secondary sources which support in finding more relevant data and information
by different views of authors, writers as well as philosopher.
 Research methodology: It refers to some particular procedures or modern techniques
which needs to determine, select and process that has to analyse needed topic. In this
section of research project a people can evaluate a overall study and its reliability in
perfect way. It is being used to make an proper decision in organization. This part
includes as publication research, interviews, surveys and other techniques which could
make it for both present and the historical interpretation. Research methodology play
vital in completion of particular project with an appropriate manner. In a research paper,
methodology section allow to reader for critically evaluating a specific study with
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validity and reliability as well. It is considered as the science of study in which defined
that how research is to be conducted.
 Data analysis: This is considered to be a most needed part in research project, basically
with the help of analysis organization can make it proper strategy and decision.
Therefore, analysis is done on views of people which was collected with the help of
research and useful part is used by firm and according to such proper working is done
(Huang and et. al., 2016). data analysis is defined as the procedure in which all
information or relevant data are to be inspected, cleaned, transformed as well as modelled
for the purpose of discovering appropriate information and drawing conclusion that
facilitates in decision making process.
 Recommendation and conclusion: This is the last step performed in research project, in
this a recommendation is provided in form of suggestion to company after analysing as
where the company is lacking off. Is there any need of change is determined with
analysing information from above. In last, the whole research is concluded as what is
being included and understood with the entire study. In this appropriate suggestions and
recommendation are to be given after conducting research and analysing problems.
Researcher draw a conclusion for after analysing and evaluating study so that ultimate
solutions can be framed.
1.3 Critical review of key references
This section provide specific information on the bases of authors views and their
described points. These points can be -
Role of social media marketing in order to expand number of tourist-
According to Kuo and Chuang, (2016) Now a days each and every individual is highly
connected with social networking sites to getting proper information in specific manner. In travel
and tourism sector, social media platform has vast impact because through this they can get
proper information on each and every topic that they wants to known. Travel and tourism is
referred to be a one of the most important segment of economy. The major influence of travel
and tourism sector can be identified through their contribution in the GDP of the country and
employee opportunities which are being offered to people. Some of the social media channels as
Twiter and Facebook help to provide effective information to tourist on the bases of their
effective requirement need.
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Impact of social media marketing on various tourist segmentation-
As per the views of Pappas, (2016) Social media has vast impact on different tourist
segmentation. It provide direct information to them on the bases of their requirement and need.
All the tourist has different motive for getting their specific target. In this procedure, social
media platform provide effectiveness through -
 Educational tourist – These kind of visitors are explore different locations on the bases of
education level and professional courses. For this they explores different locations on the
bases of their requirement. For this they get proper information through social
networking sites.
 Adventures tourists – These types of tourists are basically wants to explores different
locations. For this, they analyse packages and offers of different tourists organisations to
choose one of them according to their capacity. Through this, tourism organisations can
easily get higher advantages and profitability because these social websites helps to
connect them from multiple visitors.
 Business tourists – According to Strauss and Frost, (2016) These type of visitors are
basically prefer those organisations that help them to analyse information of different
business and organisation. Their main objective of to build new connection through
business modes. For this, Thomson requires to provide effective information to their
visitors on the bases of their requirement need. These kind of tourist wants several
facilities properly as food, accommodation and convince. In this procedure, they needs to
explore proper information through website of this organisation to better know their
facilities and services. This focuses on the major issues which has been encountered by
travel and tourism in are explained so that major influence could be identified.
Relationship between social media marketing and increase of tourist number
According to Ryan, (2016) Social media platform is a most beneficial point for both
tourism organisations and visitors to connect them to each others. Through this, visitors can
easily get proper information about the services they wants to get. Some of the specific websites
are basically designed to render appropriate information of travel and tourism sectors to visitors.
Their main objective is to provide proper connected information to visitors on the bases of their
desire. There will be a detailed analysis of the two major issues which are fought off into this
segment. The data will be collected in form of charts and graphs which will be further evaluated
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to gain a better understanding on the subject. Finally, impacts and influence will be ascertained
so that contingency plans could be formed. Social media marketing and tourists has direct
relation with each others. These kind of platform are beneficial for both of them because through
tourists get desirable services and such organisation get higher growth and income as well.
1.4 Research project specification
This consist of major target and aim of evaluation in suitable manner for considering the
specified area effectiveness. Basically, key purpose of projecting this research is to evaluate
information technology influence in the travel and tourism sector including its different
influence. Basically, the industry is evolving its working techniques and nature through setting
authentic expertise. This can assist investigator widely along with attaining different practices
through helping in regard of corrective path. Majorly, this include numerous questions on which
survey questionnaire is structured to reach certain outcome effectively (So and et. al., 2016). This
research project will be helpful for organisation in finding best possible solutions so that they can
make changes accordingly and achieve their set targets with adequate manner. The major aim of
this research is to analyse the impact of social media within organisation so that tourism can be
developed. Researcher can use various data and information regarding topic in the future that
would be beneficial in making accurate decisions.
1.5 Plan and procedure for agreed research specification
For a particular research, there must be required to produce effective plan that facilitates
in conducting study with well manner. Researcher undertake various aspects such as Gantt Chart
and Work Breakdown Structure to make effective plan for different activities. These are essential
in managing tasks and handling activities with an adequate manner due to dividing tasks among
participants.
Work Breakdown Structure (WBS) : It is to be considered as the deliverable oriented
Breakdown of project among small aspects. It is a key project which support in dividing tasks
into a smaller components so that predetermined goals can be attained in well manner. In this
organise the team's work where performances are to be considered in manageable sections. In
research project, WBS support in completing entire activities to achieve best possible outcomes.
In this included various elements such as products, services and data for project study. A WBS is
essential in providing necessary time frame of work and estimated costs with proper guidances
so that set objectives can be accomplished. Researcher undertake work breakdown structure to
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perform various tasks and manage entire activities with adequate way. Here are defined the
example of work breakdown structure as a diagram such as:
Gantt Chart: A Gantt chart is defined as the bar chart that developed as production
control tools which used in project management. It represent the entire activities in graphical
form that facilitates in making appropriate plan, coordinate as well as track the particular task in
project. On the other side, it is considered as the simple version in which chart is created on a
graph paper and drawing in raw paper so that better project can be scheduled. It is blue print of
project activities that manager undertake while performing the project tasks with well manner. It
can be understood by taking some example such as:
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RECOMMENDATION AND CONCLUSION
In travel and tourism sector, social media has vast impact, through their they can easily
build direct connection with inbound and outbound visitors. Social media helps to provide
authenticate and specific information of firm, its facilities, services and customer's view.
Through this they build direct connection with new tourist. For this, Thomson requires to
introduce their services through such kind of platforms. For this they can use -
 Through this they can build appropriate relation with direct visitors by providing
facilitate services.
 They needs to analyse customer's view and their feedback for making possible changes to
provide higher satisfaction to them.
 They requires to analyse their customer's expectations from them to fulfil through
effective manner.
 Main objective of organisation should have to be provide higher satisfaction to customers
by providing quality services to them on affordable cost.
TASK 2
2.1 Matching of resources with research question and hypothesis
Aim “To analyze the role of utilizing social media marketing for
expanding leisure tourism – A case Study on Thomson UK ” This
is framed on the basis of research tittle where researcher was
supposed to identify influence of digital technology on travel and
tourism organization.
Objectives  To determine the role of social media marketing for
enhancing number of leisure tourist
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 To identify the impact of social media marketing on
various tourist segmentation
 To determine the relationship between social media
marketing and increase in tourist.
The objectives are framed by scholar after considering all the
aspects of research aim. In this focus of scholar is on outlining
every bit of detail which can assist in outlining influence of social
media advertising on travel and tourism firm Thomson, UK.
Question The research question are outlined by scholar on the basis of
objectives. These are formed to address every objectives with the
motive of gaining insight of research aim.
Literature review This is secondary form of information which is accumulated from
already available information via Books, articles, governmental
publication, journals, blogs, etc. (Doherty and Dickmann, 2012)
Primary information This information is based on current findings of scholar which
are collected via interview of 20 employees of Thomson travel
and tourism firm of UK.
Themes Thematic analysis will be done on the basis of questionnaire
which is framed to conducted interview of sampled participants.
2.2 Research investigation on the basis of specification and procedures
Research approach: This method offers planned procedure of conducting study which
helps in making systematic data collection and analysis. There are different types of approaches
to research like, inductive, inductive, etc. Inductive approach of research enables use of
evidence, model and theories for analyzing research outcomes (Gioia, Corley and Hamilton,
2013). Apparently, deductive approach is based on logical and analytical reasoning of dependent
and independent variables. Thus, this study is based on inductive research approach where the
accumulated information will be related to evidence like references and differences models and
theories like social media marketing tool, platforms, etc.
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Research philosophy: It implies to phenomenon of accumulating and analyzing
information. There are different type philosophy of research like, interpretivism, positivism,
realism, etc. Realism philosophy of research is based on idea of independence from human
interests and mind (Research Philosophy, 2018). However, interpretivism is based on study of
topic which are of huamn interests where positivism is used in case f natural phenomena whee
researcher is bound to compare and analyse properties and relation of two variance. Thus, this
study is based on interpretivism research philosophy because the research topic is of human
interest where the scholar will outline utilization of social media marketing by Thomson for its
expansion plan.
Sampling: It is segregation and sorting of the best sources or population group which can
be viable for gathering relevant information on the basis of research aim. There are different
types of method of sampling like, random, stratified, cluster, probable. In accordance with this it
is important for the scholar to make use of the best and appropriate method to avoid biased
outcome in the end (Robinson, 2014). Apparently, researcher used random sampling approach
as in this every participant of population has equal and opposite chances of getting selected. In
this study sampled participant are 20 employees of Thomson, UK who will help in determining
effectiveness of implying social media marketing on expansion leisure tourism plan.
Data collection: It is the process of gathering relevant information to address research
question. In this motive of scholar is on analyzing the best method to accumulate information.
There are two types of information collection method that is primary and secondary whee
primary is based on current facts and findings of researcher. Secondary information is based on
facts outlined by authors in the past (Wilcox and et.al., 2012). The study is based on both type of
information that is primary and secondary wherein primary information is gathered via interview
of sampled participants with the help of questionnaire. However, secondary information is
collected from Books, Journals, articles and blogs are accumulated in literature review with the
help of themes.
Data analysis: In this focus of scholar in on outlining findings which helps in drawing
findings to denote effectiveness of research aim. There are two type of data analysis method that
is qualitative and quantitative wherein qualitative research analysis accumulated information in
descriptive form with the helps of thematic analysis (Sultan and Yin Wong, 2013). In
quantitative analysis information results are denotes in quantifiable measures with the help of
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