Impact of E-marketing on Customer Satisfaction in Tour Organizations

RESEARCH PROJECT

Aims and Objectives
Aim:
 "To assess the impact of E- marketing on the satisfaction level of customers in
tour organisations- A study on Thomas Cook"
Objectives:
 To evaluate the use of E- marketing in tour industry of UK.
 To analyse the role of E-marketing in tour organisations like Thomas Cook.
 To assess the importance of E- marketing in raising the satisfaction level of the
consumers.
 To recommend ways in which Thomas Cook can make an effective use of E-
marketing for enhancing the satisfaction level of its customers to a great extent.

Literature Review
Role of E-marketing in tour organisations
Internet marketing also termed as E- marketing where it
is known to have distinct roles and characteristics, with
a special context of tour based organisations in UK in
accordance to the bestowed views of Kropinova,
Zaitseva and Moroz (2015). This is specially for being
an information intensive sector where internet is
referred to be the most efficient mean for exchanging
information at a global level. It is where the tourism
industry is stated to be a very data concentrated sector
where the collected set of information represents the
strength of the establishment where they are also known
to hold distinct producers within the industry. This
involve the tour operators, attractions, cruise lines,
airlines, travel agencies, other suppliers and car rentals,
etc. It in turn results in a prime requirement of
generating, collecting, processing, applying and
communicating such extensive data on regular basis as a
way of handling their daily operations.
Importance of E- marketing in raising the satisfaction level
of the consumers
According to Christie and et.al., (2014) the main reason
behind the success of tourism companies that they are
adopting E-marketing strategies. They carefully analyse
and observe how people interact with surrounding
environment while they travel. These things help them to
recognize the need of a customer. The increasing fight in
the global tourism market promote tourism operators to
invest more in promotion, resources, knowledge and
quality in order to achieve satisfactory development
(Marcoz, Melewar and Dennis, 2016). Therefore, it is
very important to be in touch with the latest
technological trends and have the knowledge required to
effectively respond to the challenges of global contest.
Internet technology provides high-quality and efficient
operations in all economic sectors, including the tourism
industry. The following material study the main features
of the Net, in comparing with conventional media and
with relevance to marketing, as an impressive and
economic communications' means.

Research Methodology
 Research philosophy: Interpretivism
philosophy
 Research approach: Inductive
approach
 Research Design: Descriptive
design
 Data collection: Primary data
(Survey method)
 Data sampling: Simple random
sampling method
 Data analysis: Thematic analysis
tool
Activities of research project Time period
Choosing problem statement 1
Framing aim and objectives 2
Reviewing views of several
literatures
3-4 week
Selecting the research methods 5th week
Conducting survey to gather
primary data (Smith, 2015)
6th week
Preparing questionnaire 7-8th week
Arranging data in proper structure 9th week
Analysing information 9th week
Discussion and conclusion 10th week
Final submission 10th week