Influence of Social Media Marketing on Sales of Travel and Tourism Sector

This research project aims to explore the influence of social media marketing on the sales of the travel and tourism sector, with a focus on Thomas Cook. It will analyze the link between social media marketing and sales, evaluate the impact of social media marketing on sales, and recommend strategies for improving social media marketing to enhance sales. The research will use a combination of primary and secondary data collection methods and qualitative data analysis techniques.

Research
project
1

Table of Contents
TASK 1............................................................................................................................................3
1.1 Formulate and record possible research project outline specifications ................................3
1.2 Factors that contribute to the process ...................................................................................3
1.3 Critical review ......................................................................................................................4
1.4 Research project specification...............................................................................................6
1.5 Gantt chart.............................................................................................................................7
TASK 2............................................................................................................................................8
2.1 Matching the resources efficiently to the research questions................................................8
2.2 Undertaking the proposed research investigation...............................................................11
2.3 Record and collect relevant data.........................................................................................12
TASK 3..........................................................................................................................................16
3.1 Research evaluation techniques..........................................................................................16
3.2 Interpret and analyse the results..........................................................................................16
3.3 Recommendation and area for further consideration .........................................................25
TASK 4..........................................................................................................................................27
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................28
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TASK 1
1.1 Formulate and record possible research project outline specifications
In a competitive market there are many companies who are using new technologies for
increasing sales and profit. In order to accomplish company goals and objective firm need to
focus on effective social media marketing strategies which is begin popular in present time.
People are now highly active on social networking platforms, so it can be considered as one of
effective source by the from in order to increase sales (Aaker, 2006). The present research is
based on explore the influence of social media marketing to enhance the sales of travel and
tourism sector. It is essential for Thomas Cook to use new technology such as social media
marketing so that sales and profit can be increased.
Aim: To explore the influence of social media marketing to enhance the sales of travel and
tourism sector- A study of Thomas Cook
Objectives
 To understand the importance of new technology that is social media marketing
 To analyse the link between social media marketing and sales of Thomas Cook
 To evaluate the impact of social media marketing on sales of Thomas Cook
 To recommend strategies for improving social media marketing to enhance sales
Research questions
 What is the importance of new technology that is social media marketing?
 What is the link between social media marketing and sales of Thomas Cook?
 What is the impact of social media marketing on sales of Thomas Cook?
 What are the strategies for improving social media marketing to enhance sales?
1.2 Factors that contribute to the process
In the current research, there are components which can affect the investigator while
making selection of the research topic. Here, below are some factors that can directly affect the
researcher:
Semi structured topic given by the college- One of the main factor was known as the
instruction which is provided by the college for making selection of the topic. It can lead to the
semi structured interview of the respondents with this an instance.
3

Self interest- To select this topic one of the reason is the self interest of the scholar. It is
a fact that attractive social media marketing strategies can easily grab attention of customers.
Along with this it also leads to influence the sales of the firm. Therefore, it leads to make easier
for the investigator to link the selected topic with the subject matters with the own set of
experience in related to the new technology (Badke, 2012).
Easy access to primary data: at last, it is easy for the investigator to get access of the
primary data on the selected topic which is one of another rationale to select this topic. It is an
considering fact that Thomas cook is operating its business at global level and it is important for
them to use new technologies for influencing customers (Bell and Bryman, 2003).
1.3 Critical review
According to the view of Chaffey (2008), social media marketing is playing significant
role in present time in respect to grab the attention of customers and influence them to make
purchase decision. There are many new technologies which are introduced in the market and
most of the companies have adopted them in order to carry out business activities. Many
companies who have switched from traditional method to the modern method of advertisement
due to the implementation of new technology (Chaffey, 2008). It leads to reduce the cost and
time of the firm and make easier for them to target large number of customers in less time. There
are many social networking platforms such as Facebook, Twitter, Instagram etc which are highly
in used by both customers as well as companies. Aaker (2006) that There are large number of
people who daily sign up on this social networking platforms and used more than 2 to 3 hours.
Therefore, doing advertisement on this is one of the effective method for the firm. Before using
social media as a marketing tool it is important for the firm to understand its significance and
features through which they can easily target large number of customers. Travel and tourism is
one of the fastest growing industry in the UK. Contradicting to this Blokdijk (2015) there are
many companies who are operating their business in this sector and give tough competition to
each other. Therefore, it is important for the firm to use social media so that they can enhance
their sales and profit. With the use of traditional method, it is not easy for tour companies to
target large customers. Social media help in connecting people from one place to another
whether they are far or near Chaffey (2016).
According to the Mitchell and et.al, (2012), with the use of social media marketing
company can influence customers to make purchase decision. It leads to provide chance to shows
4

customers their offers and discounts. Along with this, firm can directly communicate with its
customers and resolve their issues and query. Hanafizadeh and Payam (2012) argued that social
media has changed the way of tourism marketing. There are most of the customers who do their
trip planning online through referring this ad they can easily make purchase decision. Facebook
recommendation also play signification role in making decision of tour trip Fleishman (2015).
On Facebook commendation feature provide chance to take advise from peers and friends. There
are many users who are collecting feedback from their networks related to each and everything
from hotels to travel ad to the destinations. Li and Kannan (2014)argued that there are many
travellers who are deliberately running social medial for planning their trips and it become a
massive sources of inspiration to travel without a destinations. Along with this, it is also one of
the effective customer services platforms for customers. Social media lead to provide effective
way through customers services can be provided. For example, any customer who is not satisfied
with the tour package can directly drop message on Facebook or comment on post (Li and
Kannan, 2014)..
Kimergård and et.al, (2014) state that for better sale performance company need to
engage themselves in social media. They should stay active 24 hours and post regularly so that
traffic can be increase. Along with this information can be provided related to the new tour
packages with the price so that customer can make decision of buying their product and services.
Social Media Marketing is tremendously affecting company and market as firm development and
execution are occurring at a galactic amount (Kimergård and et.al, 2014).. Web-based social
networking supports in creating business strategies. Online networking stages like, Twitter
Instagram, LinkedIn, Facebook and so on., demonstrate an open door for organizations to snatch
the consideration of the clients while creating a image of brand. Therefore, these social firm
enable organizations to utilize strategies to construct and make mark profiles such as fan pages,
challenges and so forth. By Social media advertising, one can make sense of the preferences and
inclinations of clients and in addition the most recent patterns embraced by the general
population. Web-based social networking advertising enables a brand/organization to construct a
solid online presence through inventive web-based social networking promoting procedures and
consumer loyalty. In this context study of Hall, (2016) explained, Facebook is a famous free
long range interpersonal communication site on which enrolled can make profiles, transfer
photographs and recordings, send messages and stay in contact with companions, family, and
5

partners. Individuals can likewise make Facebook pages identified with organizations, brands,
and administrations. There are 2.07 billion month to month dynamic Facebook clients with an
expansion of 16% expansion year over year.
1.4 Research project specification
Research Methodology is essential chapter which provide various tools and methods that
help in carrying out research in a right direction. Here below are some of the method which will
be used by the scholar for the present investigation:
Research approach: It is considered as one of the important factor in the research methodology
which lead to provide right solution of the problem for reaching the aim. It is classified into two
types inductive and deductive (Khotri, 2008).. For the present research, inductive approach will
be used by the investigator so that impact of the social media marketing on the customers can be
evaluated.
Research philosophies: Research philosophies is another important aspect that help in analysing
the issues in an effective manner. There are two types of philosophies that is interpretive and
positivism. For the present research interpretivism philosophy will be used which help in
addressing the aims and objectives which are undertaken by investigator (Crowther and
Lancaster, 2012)..
Research design: Research design is one of the effective method that help in presenting the
findings in an appropriate manner. It is classified into three types descriptive, exploratory and
explanatory. For the present research, exploratory research design will be used in which
investigator will focus on uncovering all the issues which are provided in the research (Jackson,
2011).
Data collection: For the investigator it is important to collect the information related to the
selected topic which help in getting valid outcome (Blokdijk, 2015). There are various sources
from where information can be gathered such as primary and secondary. Primary information is
that information which is known as new and more reliable as because it is collected freshly. On
the other side, primary information is that which is existing and publish by other authors in their
books and journals (Saunder and et. al., 2007). These both information can help in developing
understanding related to the impact of social media on company sales and profit. For the present
research, both primary and secondary method will be used by the investigator for gathering large
amount of information. In primary survey method will be consider in which question will be
6

asked from UKCBC students. On the other side in secondary books, articles and internet from
where information will be collected by the investigator (Hanafizadeh and Payam, 2012). Reason
for selecting the primary method is that it will help in gathering specific information which is
essential to get valid result.
Data analysis: Data analysis is one of the important part of the research in which all the
information which is collected from different sources is analysed. There are two techniques for
analysing the information qualitative and quantitative (Silverman, 2010).. For the present
research qualitative method will be used as it undertake non-numeric form. In these different
themes will be prepared on the basis of results and interpretation will be done. Along with this,
each theme will be supported with the tables and charts.
Sampling: Sampling is the method which help in making selection of targeted people from the
entire population for survey (Jackson, 2011). For the present research, investigator will use
random sampling method in which each student will be provided equal chances to being
selected. Here 50 UCKBC students will be selected through random sampling method.
1.5 Gantt chart
For the present study, to overcome the impact of time and cost it is important for the
scholar to produce a Gantt chart. In this all the activities will be organised in well appropriate
manner with the specific time. It can be demonstrated through below Gantt chart.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Design
research
proposal
Prepare the
background
of research
and objective
Produce the
literature
review
7

Focusing on
the research
methodologies
Collection of
information
by primary
and
secondary
resource
Analyse and
examine
collected data
Interpretatio
n of the
collected
information
Conclusion
and Feedback
TASK 2
2.1 Matching the resources efficiently to the research questions
In the current research there are many factors which are determined that can impact the
social media marketing strategies (Jackson, 2011). In order to conduct the entire research some
tools and techniques are used. Qualitative technique is undertaken by the investigator in which
several themes are prepared on the basis of results. Impact of social media marketing on
customers purchase decision will be analysed through questionnaire method.
Questionnaire
1.) Do you use social networking sites?
Yes
No
8

2.) Are you aware of social media marketing strategies used by Thomas Cook?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
3.) The availability of social media has made you more informed about Thomas Cook when
making purchasing decisions?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
4) Do you respond to marketing message communicated via social media as compared to
traditional format?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
5.) Social media has ability to change your view about an Thomas Cook and its products.?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
9

6.) Brand communications, such as fan pages and twitter accounts, negatively impact on my use
of social media?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
7.) Do you think that social media allows effective two-way communication between you and
Thomas Cook?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
8.) Would you use a social networking site to discover information regarding events or special
offers at a certain tour company?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
9.) Do you think luxury hotels should use social networking sites to inform customers of
special offers/events that may be of interest?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
10

10.) Would any information, be it negative or positive, displayed on a social networking website
influence your decision to stay?
Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
2.2 Undertaking the proposed research investigation
Research strategy is the key procedure for gathering inside and out data about the point.
These exploration strategies are useful in meeting with the coveted goals.
Research Philosophy- -This can be characterized as worldview which bolsters being developed
of foundation, learning. Analyst needs to take support of various strategies that helps researcher
in examining the subject viably in various circumstances. Examiner needs to choose fitting
rationality according to the idea of examination. There are numerous kinds of methods of insight,
for example, positivism, Interpretivism, authenticity and so on (Kimergård and et.al., 2014).
Positivism rationality is straightforwardly connected with the objectivism. On other hand
interpretivism instrument is unique in relation to positivism approach in light of the fact that in
this technique analyst pay accentuations on conviction and qualities. With the assistance of this
current instrument's researcher can legitimize inquire about issues adequately and can make
legitimate inference identified with the investigation.
In the present research venture factors which impact fulfilment level of travelers, researcher has
taken help of interpretivism theory. This has bolstered the researcher in getting data about the
examination issues and doing the detail in successful way (Mitchell and et.al., 2012).
Research plan-Research outlines can be characterized as technique which are utilized by
researcher in gathering data and investigating measures. Graphic, exploratory and so forth are
different sorts of plan however researcher needs to run with most reasonable outline so
individual can create understanding about the topic (Kothari, 2011). In the momentum think
about on factor influence fulfilment level of travellers researcher has taken help of enlightening
11

examination outline. It has bolstered in portraying each issue identified with the subject well
(Saunders, and et. al., 2007). By thusly specialist has turned out to be ready to give legitimate
answer of each exploration issues.
Research approach -It is another strategy for look into approach which bolsters in leading the
examination in exact way. Inductive and deductive are two primary methodologies and analyst
needs to choose the device according to the idea of research venture. Exhibit inquire about point
factors impact consumer loyalty is subjective in nature in this way analyst has adopted help
inductive strategy (Hanafizadeh and Payam, 2012). By utilizing hypotheses and models
researcher has turned out to be ready to clarify these focuses in compelling way (liles, 2009).
Information accumulation -It is considered as most imperative piece of research venture. By
gathering adequate and dependable data researcher can reach legitimate determination and can
meet the goals. In the present examination researcher has taken help of essential information
accumulation sources. Poll procedure has been utilized by scientist and by making inquiries
agents has gathered top to bottom data about variables that impact clients fulfilment level
(Hanafizadeh and Payam, 2012).
Sampling-It is another apparatus that backings in picking right examples the individuals who can
give right data about the topic. In the present investigation specialist has chosen arbitrary testing
systems and has chosen 50 clients as respondents haphazardly (Kimergård and et.al., 2014).
Information investigation -It is another instrument that can help in exhibiting the data in viable
way. Specialist has utilized topical examination instrument which has bolsters the researcher in
displaying point of interest in successful way by utilizing diagrams and outlines ( Mohr, 2011).
2.3 Record and collect relevant data
Theme 1: Students use social networking sites
1.) Do you use social
networking sites? No. of respondents
percentag
e
Yes 45 9000%
No 5 1000%
50 10000%
Theme 2: Students are aware of social media marketing strategies used by Thomas Cook
12

2.) Are you aware of social
media marketing strategies used
by Thomas Cook? No. of respondents
percentag
e
Strongly agree 12 2400%
Agree 16 3200%
Uncertain 4 800%
Disagree 8 1600%
Strongly disagree 10 2000%
50 10000%
Theme 3 The availability of social media has made more informed about Thomas Cook
when making purchasing decisions
3.) The availability of social
media has made you more
informed about Thomas Cook
when making purchasing
decisions? No. of respondents
percentag
e
Strongly agree 10 2000%
Agree 20 4000%
Neutral 5 1000%
Disagree 8 1600%
Strongly disagree 7 1400%
50 10000%
Theme 4 Students respond to marketing message communicated via social media as
compared to traditional method
4) Do you respond to marketing
message communicated via
social media as compared to
traditional method? No. of respondents
percentag
e
Strongly agree 15 3000%
13

Agree 10 2000%
Neutral 8 1600%
Disagree 7 1400%
Strongly disagree 10 2000%
50 10000%
Theme 5 Social media has ability to change view about Thomas Cook and its products
5.) Social media has ability to
change your view about a
Thomas Cook and its products.? No. of respondents
percentag
e
Strongly agree 10 2000%
Agree 20 4000%
Neutral 5 1000%
Disagree 7 1400%
Strongly disagree 8 1600%
50 10000%
Theme 6 Brand communications, such as fan pages and twitter accounts, negatively
impact on use of social media
6.) Brand communications, such
as fan pages and twitter
accounts, negatively impact on
your use of social media? No. of respondents
percentag
e
Strongly agree 12 2400%
Agree 15 3000%
Neutral 6 1200%
Disagree 8 1600%
Strongly disagree 9 1800%
50 10000%
14

Theme 7 Students think that social media allows effective two-way communication between
you and Thomas Cook
7.) Do you think that social
media allows effective two-way
communication between you
and Thomas Cook? No. of respondents
percentag
e
Strongly agree 12 2400%
Agree 15 3000%
Neutral 5 1000%
Disagree 8 1600%
Strongly disagree 10 2000%
50 10000%
Theme 8 Students use a social networking site to discover information regarding events or
special offers at a certain tour company such as Thomas Cook
8.) Would you use a social
networking site to discover
information regarding events or
special offers at a certain tour
company such as Thomas
Cook? No. of respondents
percentag
e
Strongly agree 20 4000%
Agree 10 2000%
Neutral 5 1000%
Disagree 10 2000%
Strongly disagree 5 1000%
50 10000%
Theme 9 Thomas cook should use social networking sites to inform customers of special
offers/events that may be of interest
9.) Do you think Thomas cook No. of respondents percentag
15

should use social networking
sites to inform customers of
special offers/events that may
be of interest? e
Strongly agree 20 4000%
Agree 10 2000%
Neutral 5 1000%
Disagree 10 2000%
Strongly disagree 5 1000%
50 10000%
Theme 10 Any information, be it negative or positive, displayed on a social networking
website influence students decision to stay
10.) Would any information, be
it negative or positive,
displayed on a social
networking website influence
your decision to stay? No. of respondents
percentag
e
Strongly agree 15 3000%
Agree 20 4000%
Neutral 5 1000%
Disagree 8 1600%
Strongly disagree 2 400%
50 10000%
TASK 3
3.1 Research evaluation techniques
Analyst has taken help of different devices and methods in the present research venture.
These as following:
16

 Research Philosophy: Interpretivism theory was reasonable apparatus for the present
research venture, this instrument has bolstered the researcher in recognizing factors that
impact shopper's fulfilment level.
 Research Design- Descriptive research configuration has been chosen by the specialist
that has helped the agent in portraying every component well and creating join between
fulfilment level of travellers and its effect on gainfulness of speciality unit.
 Research approach: Inductive approach is the procedure which has been picked by
specialist, it has helped the researcher in examining the theme by including speculations
and models.
 Data collection- Scholar has taken help of essential information gathering sources and
through survey individual has assembled inside and out infraction about variables that
impact customer;s fulfilment.
 Data analysis- Thematic approach has been utilized by specialist and by utilizing outlines
and charts individual has exhibited information in the exploration venture.
3.2 Interpret and analyse the results
Theme 1: Students use social networking sites
Interpretation and analysis: According to the collected information has been found that out of
50 respondents, 45 said that they use social networking sites. On the other side 5 do not use
social networking sites. Hence, it is analyses that in students social networking sites are more
popular. They mostly prefer to use these sites for chatting with friends and others, to make
17

purchase decision regarding tour company packages. They prefer best method to stay connected
with brands and get review of products and services which are attractive.
Theme 2: Students are aware of social media marketing strategies used by Thomas Cook
Interpretation and analysis: According to the collected information, it has been found that out
of 50 respondents, 12 highly agreed, 16 only agreed that they are aware of social media
marketing strategies used by Thomas Cook. They said that on regular use of social networking
sites they noticed many times new post of Thomas cook with new offers which lead to grab their
attention toward the products and services. Further they also follow the Thomas Cook page
which due to which they regular get notification on new post and exciting offers. on the other
side 8 disagreed and 10 strongly disagreed with the given statement. It may be possible that
respondents have not used social networking sites frequently due to which they are not aware of
Thomas Cook products and services. Along with this, they may not be interest in the products
and services of Thomas Cook. However, remaining 5 do not know about it as they neither agreed
nor disagreed with the given statement. Hence, it is analyses that Thomas Cook company is
effectively using social networking sites for marketing their products and services. On Facebook
they post information regarding their new tour packages and offer which lead to directly grab
attention of customers.
Theme 3: The availability of social media has made more informed about Thomas Cook
when making purchasing decisions.
18

Interpretation and analysis: According to the collected information, it has been found that out
of 50 respondents, 12 highly agreed, 16 only agreed that the availability of social media has
made more informed about Thomas Cook when making purchasing decisions. They said that
social media help them in getting information related to the offers and discount on the products
and services of Thomas Cook. Thomas Cook is using effective social media marketing strategies
which lead to make easier for customers to make purchase decisions.
On the other side 8 disagreed and 10 strongly disagreed with the given statement. As per their
view they do not think social media as an effective tool for making purchase decision. There are
many positive and negative comments of customers can be reviews due to which it become
difficult for them to make purchase decisions. However, remaining 5 do not know about it as
they neither agreed nor disagreed with the given statement. Hence it is analyses that …………..
Theme 4: Students respond to marketing message communicated via social media as
compared to traditional method
19

Interpretation and analysis
Based on the above collected information it has been found that there are total number of
50 respondents. Under which 15 are highly satisfied, 10 are dissatisfied. 10 are disagreed and
remaining are not satisfied with the whole act. As per this view it can be said that there are
number of employees who need to perform its activities in the effective manner. In order to make
this research successful it is essential to note that social media marketing us much more helpful
as compare to traditional format to make the customers aware about the product and services.
Under this it is states that there are number of which make the traditional market more comfort.
According to the present scenario the most of the customer used to relay on the online activities.
In this way they can be timely update about the products and services of the firm.
Theme 5: Social media has ability to change view about Thomas Cook and its products
20

Interpretation and analysis
Based on the above collected information it can be easily analysed that there are total 50
number of respondents. Under this it can be stated that social media marketing plays the greater
role in order to attract the customer towards the product and services. This is one of the online
platform which has the ability to change the perception of the customer's towards the products
and services. Under this, it can be seen that there are 20 respondents are highly satisfied, 10 are
strongly agreed and 8 are strongly disagreed. In this manner it can be true to said that social
media marketing activities are helpful in order to attract the large number of the customer
towards the product and services so that Firm like Thomas cook can able to earn high amount of
profitability and productivity. In addition to this, it can be said that social media marketing plays
greater role in order to attract the customer's in market.
Theme 6: Brand communications, such as fan pages and twitter accounts, negatively
impact on use of social media
21

Interpretation and analysis
Based on the above information it can be concluded that there are total number of
respondents are 50. In this, 12 are highly satisfies, 15 are agrees to these facts. In addition to this,
it can be said that there are some viewer who comments in the negative manner. It will distract
the other viewers in the negative manner. The lot of information in negative manner will affect
the brand image of the business enterprise. Thus, it is essential to get agreed on the fact as that
brand communication will lead to create the major issues. This can also lead to affects the
profitability graph of enterprise.
Theme 7: Students think that social media allows effective two-way communication
between you and Thomas Cook.
22

Interpretation and analysis
According to the present information it can be concluded that social media marketing is
very helpful in relation to make two way communication between the individual. In this it can be
states that there are total number of 50 respondents in this 20 are highly satisfied, 10 are agreed,
5 are neutral, 10 are disagreed and 5 are strongly disagreed. In this way it can be stated that
media is helpful in order to conduct the each small information about the firm. In this customer
can go through the page and they are able to make their better selection among the product and
services in the market. Thus, it can be said that the social media is one of the effective medium in
order to attract the wide range of customer in market.
Theme 8: Students use a social networking site to discover information regarding events or
special offers at a certain tour company such as Thomas Cook
23
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
20
10
5
10
5
No. of respondents

Interpretation and analysis
Based on the above collected information it can be analysed that there are total number of
50 respondent, in this each information is need to be collected in the effective manner. In this
way, it can be said that there are 20 respondents who are strongly agreed, 10 are agreed, 5 are
neutral, 10 are disagreed and remaining 5 are strongly disagreed. In this manner it can be said
that social media marketing plays the essential role in subject to have the information regarding
that social media marketing is one of the effective which will helps to contribution in the
maximum manner. The social media is the cost saving and time saving approach. In this way
number of respondents are depends in order to gather the information with the help of social
media networking.
Theme 9: Thomas cook should use social networking sites to inform customers of special
offers/events that may be of interest
24
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 5 10 15 20 25
20
10
5
10
5
No. of respondents

Interpretation and analysis
According to the above information it can be concluded that there are total number of 50
respondent who said that social networking sites are useful in order to attract the customer in the
effective manner. In the present scenario the wide number of the customers are dependent over
the online media marketing. In this way, there are responsible to manage the things in the
effective manner. Under this, it can be said that there are 20 respondents who are strongly
agreed, 10 are agreed, 5 are neutral, 10 are disagreed and remaining 5 are strongly disagreed. In
addition to this, it can be analysed that social networking site is very creative and useful in order
to attract the large number of customer in the market. The individual can easily keep their eyes
on the website and they are able to go through it. It is helpful for them to attract the customer. IN
this term it can be said that social media marketing plays the greater role in order to attract
provide each bit information to the customers. Thus, it can be said that social media marketing
company can influence customers to make purchase decision. It leads to provide chance to shows
customers their offers and discounts (Hanafizadeh and Payam, 2012). Along with this, firm can
directly communicate with its customers and resolve their issues and query.
25
20
10
5
10
5
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Theme 10: Any information, be it negative or positive, displayed on a social networking
website influence students decision to stay.
Interpretation and analysis
Based on the above collected information it can be analysed that there are total number of
respondents are 50. In this it is to be noted that 20 employees are agreed, 15 are strongly
disagreed, 5 are neutral, 8 are Disagreed and remaining 2 are strongly disagreed. The social
media platform, plays the greater role in term to influence the customer in the large manner. On
the social media the website will be covered with the large number of information and it will be
helpful to attract the customer in the market. There are lots of information which is having
positive and negatively impact over the activities of the firm. In this manner it can be said that
social media marketing is the platform which plays their role as to influence the customer in
order to purchase those things which are having more positive aspects on the sites (Saunders, and
et. al., 2007).
3.3 Recommendation and area for further consideration
In this way, there are some recommendation and this is need to be full filled by the
enterprise as Thomas Cook. This is defined in the following manner as are-
1. Social firm enable organizations to utilize strategies to construct and make mark profiles
such as fan pages, challenges and so forth. By Social media advertising, one can make
26
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
15
20
5
8
2
No. of respondents

sense of the preferences and inclinations of clients and in addition the most recent
patterns embraced by the general population.
2. Thomas cook need to displayed its business activities on the social platform so that
customer can have wide range of information from there and they are able to conducted
the operation of enterprise in effective mode.
3. It is also recommended that business enterprise need to put major focus over the
competition avail in the market. By looking over the good relationship with the
customer's they are able to have enhancement in the profitable condition of the enterprise.
Thus, by having changes as per the needs and wants of the customer, Thomas cook can
also attract the large number of customer in the market (Hanafizadeh and Payam, 2012).
This kind of activities will be helpful in relation to gain competitive advantage.
4. In this term, Thomas cook enterprise need to have the use of pricing strategy and it is also
helpful in order to cope with the wide range of competition available in market. This kind
of facility will be helpful as to attract the customer's in the market for longer period. In
addition to this, it can be said that with the help of using the strategies as are discount
facility etc. It will be helpful to attract the customers towards the working of them. It will
also lead to have increment in the satisfaction of the customers and firm can able to
sustain in the market for longer period (Saunders, and et. al., 2007).
5. It is also recommended that firm need to put its major focus over the solving the issues in
relation to customer query and it is need to be get solved effectively. With the help of
timely listening of their issues the firm is able to work towards the having great amount
of customer satisfaction. This kind of issues are need to get sorted out so that firm can
operate their operation in expertise mode. In addition to this, it can be said that Thomas
cook need to look over the resolving the issues so that things can be conducted in the
effectively manner.
6. Under this it is also recommended that Thomas cook need to put their major focus over
providing the attractive tour packages to their customer. It is need to be done by
targetting the middle class people. This kind of facility will be helpful to enrich the
growth of enterprise in large mode. In addition to this, it can be said that it is one of the
attractive source and it is also helpful to gather the attraction of the customer in the larger
27

manner. This kind of facility will facilitate the large amount of the growth in the
enterprise.
7. The brand image of Thomas cook will also play essential role in term to having
increment in the sale and profitability graph of enterprise. In this it is need to be said that
the enterprise need to put their major focus over to provide quality services to the
customer in the market. IN this manner it can be true to said that attractive true package
will lead to enhance the satisfaction level of the customer in the large manner. This kind
of activities will be helpful in order to increase the satisfaction.
TASK 4
Covered in poster
CONCLUSION
Based on the above report it can be concluded that social media marketing palsy the
essential role in order to attract the customer in larger mode. In this it can be seen that, The
present research has been covered with the things as are to explore the influence of social media
marketing to enhance the sales of travel and tourism sector. It is essential for Thomas Cook to
use new technology such as social media marketing so that sales and profit can be increased.
Social media marketing company can influence customers to make purchase decision. It leads to
provide chance to shows customers their offers and discounts. Along with this, firm can directly
communicate with its customers and resolve their issues and query.
28

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