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

Research
project
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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.
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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
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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
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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
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