Impact of Social Media Marketing on Sales Performance of Companies in Travel & Tourism Sector

This research project aims to assess the impact of social media marketing on the sales performance of companies operating in the travel & tourism sector, with a focus on TUI travel. The study will explore the concept of social media marketing, evaluate its positive and negative aspects, assess its impact on TUI's sales, and recommend strategies for sales enhancement.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................3
LO 1 Research proposal..............................................................................................................3
TASK 2............................................................................................................................................8
LO 2 Research projects...............................................................................................................8
TASK 3..........................................................................................................................................20
LO 3 Data Interpretation and Recommendation.......................................................................20
TASK 4..........................................................................................................................................24
REFERENCES..............................................................................................................................25

TITLE: To assess the impact of social media marketing on sales performance of companies’
operating in travel & tourism sector: A study on TUI travel.
TASK 1
LO 1 Research proposal
1.1 Research background:
Digital technology refers to the device or system which helps companies to build the
strong connection with the customer. Through these aspects it helps companies to promote the
business at global level for longer way. As digital technology is the vast expanded areas and
thus, in this social media marketing play the important role. By adapting the social media
platform, it helps the company to promote the business through fulfilling the customer needs and
demands and also helps them to take appropriate reviews for better improvement. Present
research is based upon the TUI group which was founded in 2000 and having headquarters in
Crawley, UK.
The main reason of choosing this company is that this company is carrying the business
in around 180 countries and also claimed that they already made the dealing with around 30
million customers. To carrying the business for longer term gain, it is examined that around
54,000 employees are engaged with the business. TUI travel also using the online platform to
expand the business into various sectors so that they can attract new customer towards the
business.
Aim and objectives:
Aim: The aim behind conducting current study is to identify the impact of social media
marketing on sales performance of TUI.
Objectives:
 To develop understanding about the concept of social media marketing.
 To evaluate positive and negative aspects associated with the strategy of social media
marketing.
 To assess the extent to which social medial marketing impacts TUI’s sales.

 To recommend strategies to TUI travel pertaining to social media marketing for sales
enhancement.
1.2 Rational:
As social media marketing is wider in learning and thus lot of factors are examined
through adapting this procedure in relation to promoting the business. Thus, the reason of
choosing this topic is that due to the process of globalization, it reduces the barriers in business
in respect of enhancing the business. In such manner the issues is examined regarding gathering
the information which is occurring in market. The reason behind selecting this topic is that travel
and tourism are one of the most earning sectors in country and thus lot of customer are attracted
to this business. In such aspects social marketing platform is the effective procedure which is
adapted by business for longer term growth in tourism sectors. Another reason of choosing this
topic is that lot of authors had already gathered information which is relevant to this topic, thus,
it takes less time to collect the data which make the research authentic and different from others.
1.3 Literature Review:
According to Heinze and et.al., (2016) the concept of social media marketing is useful in
respect of building the strong relationship with the customer by promoting the business through
satisfying the customer needs and demands. This is mainly carried by the marketing person who
carried the capability to handle the marketing aspects in right manner. As due to changes in time,
the needs of the person are also changing, thus resulting in building strong strategies to retain
customer interest towards the business for longer way.
Tajvidi and Karami (2017) argued that it is necessary that skilled and trained person are
appointed who can handle the social media platform and able to resolves issues of the customer
in effective way. Thus, this process carries to be more time-consuming procedure and also
adequate budgets is set to carry these aspects in right manner. In such manner, advertisement or
emails services are one of the best methods to retain customer through adapting innovative and
creative ideas to promote the company brand image in market.
Sotiriadis (2017) examined that the positive aspects in respect of adapting the social
media marketing in context of improving sales is relating to attracting the large number of
customers towards the business. As most of the business activity and services are promoted
through social media platform and thus it helps in building large customer base. It also helps in

promoting the brand loyalty and enhances the interaction power between the business and
customer.
Litvin, Goldsmith and Pan (2018) suggested that the negative criteria of choosing the
social media in business is that there are more chances of getting negative publicity if the
customer needs and demands are not fulfilled. As mainly the business is affected through getting
negative reviews from the customer regarding not availing the products in near future. It also
results in facing loss of control in respect of managing the overall procedure in set manner.
Social media marketing is the time-consuming manner and thus lot of management is needed to
promote the particular services in market.
As per Bilgihan and et.al., (2016) by applying the social media platform in promoting the
services of the business, it mainly adapts through offering coupons or discount regarding
preferring the particular services. For e.g. In case of TUI travel, they mainly increase sales
through attracting customer by offering special discount or any special offer on particular
occasion. Through this manner, they retain the customer towards the business for longer way. In
relation to increasing sales, proper feedback is to be taken once the customer avail the services or
also tag them in particular products so that they pertain themselves to be the part of the business.
Ramanathan Subramanian and Parrott (2017) on the other hand stated that the social
media considered to be the business tactic which resulting in improving the performance and
growth of the business. Thus, through this manner, the extends to which it examines impact is
resulting to enhancing brand awareness of the business or connecting the people through
examining the taste and preferences regarding selecting the particular services. This helps in
increasing sales in company through reaching them by promoting their demanding products.
1.4 Research methodology:
Research types: In this method, researcher had two options qualitative and quantitative but to
conduct the research, researcher will apply the qualitative method to conduct the research. By
applying this method, it helps in raising questionnaire which results in getting more accurate
information.
Research approach: In this method, appropriate planning and procedure is undertaken to gather
information from various aspects. It mainly covers inductive and deductive approach but to
gather detailed information, researcher will choose the inductive methods. As these methods is
mainly applied if the researcher is choosing the qualitative methods.

Research philosophies: It mainly carries with the ideas, belief, thoughts and expression to carry
the research through appropriate methods. It includes interpretivism and positivism methods. To
carry the research in effective way, researcher will prefer the interpretivism methods in which
data is to be interpreted so that accurate results are to be identified. This is helpful in research, as
firstly data is to be interpreted before imposing in the research.
Data collection: It mainly carries with the process of understanding and gathering information
which helps in making the research valid. Thus, it carries two methods primary and secondary
methods. Primary methods are mainly used to collect data which is original or not chosen by any
researcher while in relation to secondary data it is mainly adapted from the views of other
authors. Thus, in this research, researcher will apply both the methods to carry the research and
also to make the research different and unique from others.
Data analysis: In these methods, data is collected, inspected, monitored and then transformed to
provide accurate results. It mainly carried two method such as thematic and non-thematic
methods. To analyse the data in better way, researcher will prefer the thematic methods. As in
this method, the data is presented on theme which reflects the accurate information regarding the
matters which is collected in research.
Sampling: It refers to such methods which is applied in relation to gathering information where
there are larger number of populations. It mainly carried two aspects such as probabilistic and
non-probabilistic methods. Thus, in this research, researcher will choose non-probabilistic
methods in which they apply the random sampling procedure which refers to selecting random
people to carry the research work. In this research, the research work is carried by raising
questionnaire from the 20 marketing employees which are working under the TUI travel. As they
are more familiar with the facts and information which is relevant in gathering the authentic
information regarding social media marketing.
Ethical consideration: In these aspects, ethics is to be maintained by the researcher before
securing any property regarding collecting information. Ethics is also to be maintained regarding
carrying consent form which is to be signed by the employees in respect of not disclosing any
such information without their prior consent.
1.5 Time plan
Activity 1the 2Nd 3rd. 4th
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Select
Research
topic
Examining
Literature
Review
Methods for
conducting
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Significant
factors are
identified
Questionnai
re is
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collected
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Determines
facts which
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By using
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facts are to
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Cross check
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After
rechecking
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information,
the proposal
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submitted.
TASK 2
LO 2 Research projects
2.1 Research Question
1. What is the meaning of social media marketing?
2. How the positive and negative aspects reflect the strategy of social media marketing?
3. What the extent to which social medial marketing impacts TUI’s sales?
2.2 Research methodology and Questionnaire

Research Methodology: It refers to the procedure or any technique which is adapted by the
researcher in respect of gathering the accurate information through which the sustainability of
the research is determined. It carries following methods such as:
Research types: Research is mainly adapted in relation to carrying the detail study on particular
topic. Thus, it carried two types such as Qualitative and quantitative methods. Quantitative
methods are mainly used if the data is to be collected by using the SPSS methods but in case of
Qualitative methods, it is mainly used if the questionnaire procedure is used by the researcher
(Patten and Newhart, 2017). Thus, by conducting the research or gathering more relevant
information regarding the social media marketing usage, researcher has used the qualitative
methods through which they raise questionnaire to collect data which supported the research in
right manner.
Research approach: Researcher use this method in respect of carrying accurate planning and
understanding regarding attaining the project (Drake, Rancilio and Stafford, 2017). Thus, in such
aspect's researcher has applied the inductive methods which refers to the combination of the
qualitative method. In these aspects the internal matters and reviews are gather regarding raising
questionnaire from the person which are selected in sampling.
Research philosophies: It mainly undertakes the methods which is examined through belief and
ideas to interpret the results in better way. It carries two types of methods such as interpretivism
and positivism. Here, to carry the research work, researcher had adapted the interpretivism
methods to interpret the data to examine the relevant information. As in this research, the data is
to be interpreted which is collected from various sources.
Data collection: This method is very useful and effective and also reflects the integrity of the
research. As through these methods, the process is stated in relation to gathering or measuring
the information which is helpful in examining the data collected for several sources. It mainly
carries two methods such primary and second (Litosseliti, ed., 2018). Thus, to carry on the
research and to gather the information, researcher had applied both the methods to collect
relevant information. In this present research, these methods are useful as to present the data or
use the information, it is necessary that some information are original and some are collected for
secondary sources such as articles, journals or taking helps from other authors research.
Data analysis: It is such methods in which data is analysed once it is collected from various
sources. It further carries two methods thematic and non-thematic methods. To present the

research and make it unique, researcher had adapted the thematic methods, in which the
information is to be presented on the bases of theme.
Sampling: It refers to such process which is mainly adapted in case of facing issues regarding
collecting information from large number of customers. It mainly includes two method such as
random sampling method and systematic methods, but here researcher had applied the random
sampling methods in which the random people are selected to gather relevant information from
them (Bell, Bryman and Harley, 2018). In this research, 20 marketing employees from TUI
travel are selected as they are more familiar with the working on social media platform and thus
able to generate more ideas to retain customer towards the business.
Ethical consideration: Ethics which is to be maintained by the researcher regarding not
infringing any right of the person regarding using their name to collect any data or information
which is restricted by the government or company (Dawson, 2019). Ethics which the researcher
had to undertake is relating to the carrying the consent form which is necessary for the employee
before disclosing their reviews which they presented in respect of answering questionnaire.
Reliability and validity: These methods are mainly adapted by the researcher in relation to
carrying the quality of the research. Thus, reliability refer to consistency of the data as for e.g. If
the data is collected from 2018 report, then there are more chances of getting accurate results.
Similarly, in respect of validity of the research, as the data which is collected from different
sources carries the valid results and not infringing any person rights. In such aspects, the validity
of the data is undertaken in respect of undertaking the measuring activities to provide effective
and relevant results.
Questionnaire:
Name:
Age:
Gender:
Q1: Age of employees working in TUI travel
 Below 25
 25 – 45
 45 – 55
 Above 55

Q2: Experiences of working in marketing department
 Below 2 years
 2 – 5 years
 5 – 7 years
 Above 7 years
Q3: Do you familiar with the concept relating to social media marketing?
 Yes
 No
 May be
Q4: Is social media marketing is applied by the TUI travel in sustaining business for longer
way?
 Yes
 Neutral
 No
Q5: According to you, what is the factors included under the social media marketing?
 Customer satisfaction
 Brand awareness
 Inbound trafficking
 All of the above
Q6: Do you agree that customer satisfaction resulting in enhancing the sales in tourism sector?
 Strongly agree
 Agreed
 Neutral
 Highly disagree
 Disagree
Q7: According to you what are the positive aspects of adapting the strategy of social media
marketing?
 Brand loyalty
 Build strong customer base
 Enhancing connectivity power
 All above

Q8: From your opinion, what are the negative aspects of social media marketing which affects
sales performances?
 Negative publicity
 Time consuming concept
 Lack of personal interaction
 All of above
Q9: Is the changes in customer taste and preferences also results in causing impact to company
strategies?
 Yes
 May be
 No
Q10: As per your view, what are the extends to which social media marketing impact TUI
travel?
 Providing offers or discounts
 Organizing campaigns
 Taking feedback
 Innovative advertising
Q11: Do you agree that the role of advertisement helpful in enhancing the sales of TUI travel?
 Highly agree
 Agreed
 Neutral
 Highly disagree
 Disagree
Q12: What according to you, is the best strategy that is recommended to TUI travel for
enhancing sales through adapting social media marketing?
….........................
2.3 Theme, tables and graphs
Theme 1: Age of employees working in TUI travel
Particular Respondent (20) % of respondents

Below 25 3 15.00%
25 – 45 3 15.00%
45 – 55 13 65.00%
Above 55 1 5.00%
Total 20 100.00%
Theme 2: Experiences of working in marketing department
Particular Respondent (20) % of respondents
Below 2 years 1 5.00%
2 – 5 years 2 10.00%
5 – 7 years 14 70.00%
Above 7 years 3 15.00%
Total 20 100%

Theme 3: Familiar with the concept relating to social media marketing
Particular Respondent (20) % of respondents
Yes 15 75.00%
No 3 15.00%
May be 2 10.00%
Total 20 100%

Theme 4: Social media marketing applied by the TUI travel helps in sustaining business for
longer way.
Particular Respondent (20) % of respondents
Yes 16 80.00%
Neutral 1 5.00%
No 3 15.00%
Total 20 100%
Theme 5: Factors included under the social media marketing
Particular Respondent (20) % of respondents
Customer satisfaction 2 10.00%
Brand awareness 1 5.00%
Inbound trafficking 4 20.00%
All of the above 13 65.00%
Total 20 100%

Theme 6: Customer satisfaction resulting in enhancing the sales in tourism sector
Particular Respondent (20) % of respondents
Highly agree 12 60.00%
Agreed 3 15.00%
Neutral 1 5.00%
Highly disagree 1 5.00%
Disagree 3 15.00%
Total 20 100%

Theme 7: Positive aspects of adapting the strategy of social media marketing
Particular Respondent (20) % of respondents
Brand loyalty 1 5.00%
Build strong customer base 2 10.00%
Enhancing connectivity power 1 5.00%
All above 16 80.00%
Total 20 100%

Theme 8: Negative aspects of social media marketing which affects sales performances
Particular Respondent (20) % of respondents
Negative publicity 3 15.00%
Time consuming concept 2 10.00%
Lack of personal interaction 1 5.00%
All of above 14 70.00%
Total 20 100%
Theme 9: Changes in customer taste and preferences also results in causing impact to
company strategies
Particular Respondent (20) % of respondents
Yes 17 85.00%
May be 2 10.00%
No 1 5.00%
Total 20 100%

Theme 10: Extends to which social media marketing impact TUI travel
Particular Respondent (20) % of respondents
Providing offers or discounts 15 75.00%
Organizing campaigns 1 5.00%
Taking feedback 3 15.00%
Innovative advertising 1 5.00%
Total 20 100%

Theme 11: Role of advertisement helpful in enhancing the sales of TUI travel.
Particular Respondent (20) % of respondents
Highly agree 3 15.00%
Agreed 11 55.00%
Neutral 1 5.00%
Highly disagree 3 15.00%
Disagree 2 10.00%
Total 20 100%
TASK 3
LO 3 Data Interpretation and Recommendation
3.1 Research evaluation technique
There are many different types of research evaluation technique which are helpful in
accomplishing the research successfully. Thus, for the present research the method used is the
formative research. This is majorly because of the reason that this method of research includes
both the qualitative research and the quantitative research methods. On the other hand, form both
these methods also, the qualitative research is preferred. This is basically because of the reason
that the qualitative method will help in assessing the theoretical framework relating to the

research topic that is impact of social media marketing on the sales of the company. Thus, the
qualitative research will help the researcher in outline the reasons behind the impact of social
media over sales.
3.2 Interpret and analysis of results
Interpretation 1- from the analysis of above data it is concluded that maximum of the
employees working in the company belongs to the age group of 45 – 55. This is agreed by
around 65 % of the respondent. This is because of the fact that people belonging to this age
group are adaptable to recent changes and are also experienced. This will help company in
adapting to the latest techniques in good and better manner. However, some of the employees are
belonging to the age group of below 25 and some are between the group of 25-45.
Interpretation 2– with help of the analysis of this data it is articulated that maximum of
the participants that is 70 % of the respondent say that employees are having 5-7 years of
experience in marketing department. However, rest of the respondent states that some have low
experience than 2 years and some have 2-5 year experience.
Interpretation 3- in the analysis of the data relating to the above question it is inferred
that the employees within the marketing department are familiar with the concept of social media
marketing. 75 % of the respondent agree that they are having knowledge of social media
marketing as they market the product and services with help of different social media websites.
But in contrast to this 15% of participants disagrees to the fact that they are aware of the concept
of social media marketing.
Interpretation 4- with the help of the research of data it is interpreted that 80 % of the
participants states that the use of social media marketing is helpful for the TUI group in
sustaining the business in long run. This is majorly because of the reason that with good
marketing a lot of consumers are being attracted towards the services of TUI. On the other hand,
some of the participants disagrees to this fact.
Interpretation 5- with the analysis of the above data it can be interpreted that there are
many factors included in social media marketing and 65 % agrees that all of the above are the
factors. These factors include customer satisfaction, inbound trafficking and brand awareness.
However, the rest of the respondent agrees to these facts on individual basis.
Interpretation 6- from the above analysis of the data it is concluded that the majority of
participants that is 60 % articulates that they strongly agree that customer satisfaction results in

increasing the sales of the consumers. This is agreed by some of the authors as well because if
the consumer will be satisfied then they will use more of the services by TUI group. In contrast
to this some of the respondent agree to this fact and some of the respondent disagrees and some
are neutral.
Interpretation 7- with the analysis of the above data it is concluded that maximum of the
participants that is 80 % agrees to the fact that all of the above are the positive impact of the use
of social media marketing. This all of the above includes the brand loyalty, building strong
customer base and enhancing connectivity power. But in contrast to this rest of the participants
disagrees to this fact and agrees to this individually.
Interpretation 8- with the analysis of the above data it is concluded that with positive
aspect there are also some negative aspect. As agreed by 70 % of the respondent all of the above
are the negative impact of the use of social media marketing. This all of the above includes
negative publicity, time consuming and lack of personal interaction. However, rest of the
participants agrees to these points at individual basis.
Interpretation 9- from the analysis of the data it is presumed that 85 % of the participants
articulates that yes changes in the customer taste and preference result in changes in the
strategies of company. This is majorly because of the fact that if the company not make products
according to the need of consumers then they will not purchase the products of the company.
However, rest of the participants either disagrees or are not sure relating to the fact.
Interpretation 10- from the analysis of the data collected in relation to this question is
that 75 % of respondent states that providing different offers and discounts is the impact of social
media over TUI. This is because social media is in reach of every person and that is why offers
are given through social media. However, the some of the employee’s states that organizing
campaigns is an impact over the TUI travel. Some states that taking feedback social media is
used and some articulates that innovative advertising is a better impact over the TUI group.
Interpretation 11- as agreed by the 55 % of the respondent it is articulated that
advertisement through social media is helpful in enhancing the sales of the company. This is
agreed by majority of employees because of the reason that use of social media is very common
and is increasing day by day. Thus, this option can cover a large number of consumers at a single
time and is also less expensive. However, rest of the participant either disagrees or are neutral
about the role of advertisement in enhancing the sales of TUI group.

3.3 Recommendation
In respect of improving the sales performance in TUI travel, it is necessary that various
strategies are adapted by the company regarding attracting customer through following
perspectives such as:
1. Customer are attracted if they find any actors or reputed person promoting the business,
thus in case of TUI travel, it is the travel and tourism sectors, then they can appoint the
actors or any persons which is carrying the renowned image in market to promote the
business. This procedure can be undertaken through choosing the advertising mode where
they promote the business through promoting the services which is offered by TUI travel.
In this aspect social media platform able to reach to large customer base and thus retain
customer through launching their favourite actors in promoting the business of TUI
travel.
2. Another thing which results in gaining more profits is relating to interacting with the
customer personally once they avail the packages of the TUI travel. As customer are the
best person who can freely demands changes in working criteria or also guide them to
take the best steps to enhance the customer needs. This procedure can be undertaken
through requesting them to fill the feedback form or also share the experiences or give
rating regarding the services which they avail. Through these aspects they can work
according to the stated reviews and also bring changes in their working style.
3. By applying innovative and creative ideas in business during promoting the company
through advertising or email procedure. As the taste of the customer are changing due to
changes in environment condition. Their preferences are more on visiting natural beauty
places which bring positivity and connectivity to environment. Thus, TUI travel had to
fulfil their demands through offering special discount and offer on particular packages
which attract them to avail within the stipulated time period.
Conclusion:
From the above research, following aspects are concluded which helps in understanding
the importance of adapting the social media marketing in respect of increasing sales in business.
TUI travel carries the renowned brand image in tourism sectors and thus lots of employees are
engaged with this business regarding carrying the activities at larger scale. Social media
marketing is useful in respect of promoting the business through using advertisement or e-mail

procedure where they can reach to large number of customer and also resolve the issues which
they are facing through availing the services. As travel and tourism sectors are one of the most
earning sectors and also their strategies in relation to attracting customer, depends upon the taste
and preferences of the customer needs. Thus, in this research project various aspects are
undertaken regarding recommending TUI travel to adapt the best strategies to enhances the sales
performances in business.
TASK 4

TITLE: To assess the impact of social media marketing on sales performance of companies’ operating in travel &
tourism sector: A study on TUI travel.
Theme 3: Familiar with the concept relating to
social media marketing
Results/ Outcomes
Theme 1: Age of employees working in TUI travel Theme 2: Experiences of working in
marketing department
Rationale:
The reason behind selecting this topic is
that travel and tourism are one of the
most earning sectors in country and thus
lot of customer are attracted to this
business. Another reason of choosing this
topic is that lot of authors had already
gathered information which is relevant to
this topic, thus, it takes less time to
collect the data.
Aim and objectives:
Aim: The aim behind conducting current study is to identify the impact of social media marketing on sales
performance of TUI.
Objectives:
To develop understanding about the concept of social media marketing.
To evaluate positive and negative aspects associated with the strategy of social media marketing.
To assess the extent to which social medial marketing impacts TUI’s sales.
To recommend strategies to TUI travel pertaining to social media marketing for sales enhancement.
Research Question
What is the meaning of social media marketing?
How the positive and negative aspects reflect the strategy of social media marketing?
What the extent to which social medial marketing impacts TUI’s sales?
Research methodology
Research types qualitative
Research approach inductive methods
Research philosophies interpretivism methods
Data collection both the methods primary and secondary
Data analysis thematic
Sampling random sampling procedure
Ethical consideration consent form
Reliability and validity consistency of the data
INTRODUCTION
Digital technology refers to the
device or system which helps
companies to build the strong
connection with the customer.
Present research is based upon the
TUI group which was founded in
2000 and having headquarters in
Crawley, UK. TUI travel also
using the online platform to
expand the business into various
sectors
Theme 4: Social media marketing applied by the
TUI travel helps in sustaining business for longer
way
Theme 5: Factors included under the
social media marketing
Theme 6: Customer satisfaction
resulting in enhancing the sales in
tourism sector

Theme 7: Positive aspects of adapting the
strategy of social media marketing
Theme 8: Negative aspects of social media
marketing which affects sales performances
Theme 9: Changes in customer taste
and preferences also results in
causing impact to company strategies
Interpretation
Interpretation 1- from the analysis of above
data it is concluded that maximum of the employees
working in the company belongs to the age group of
45 – 55. This is agreed by around 65 % of the
respondent. This is because of the fact that people
belonging to this age group are adaptable to recent
changes and are also experienced. This will help
company in adapting to the latest techniques in
good and better manner. However, some of the
employees are belonging to the age group of below
25 and some are between the group of 25-45.
Interpretation 2– with help of the analysis
of this data it is articulated that maximum of the
participants that is 70 % of the respondent say that
employees are having 5-7 years of experience in
marketing department. However, rest of the
respondent states that some have low experience
than 2 years and some have 2-5 year experience.
Interpretation 3- in the analysis of the data
relating to the above question it is inferred that the
employees within the marketing department are
familiar with the concept of social media marketing.
75 % of the respondent agree that they are having
knowledge of social media marketing as they
market the product and services with help of
different social media websites. But in contrast to
this 15% of participants disagrees to the fact that
they are aware of the concept of social media
marketing.
Interpretation 4- with the help of the
research of data it is interpreted that 80 % of the
participants states that the use of social media
marketing is helpful for the TUI group in sustaining
the business in long run. This is majorly because of
the reason that with good marketing a lot of
consumers are being attracted towards the services
of TUI. On the other hand, some of the participants
disagrees to this fact.
Interpretation 5- with the analysis of the
above data it can be interpreted that there are many
factors included in social media marketing and 65 %
agrees that all of the above are the factors. These
factors include customer satisfaction, inbound
trafficking and brand awareness. However, the rest of
the respondent agrees to these facts on individual
basis.
Interpretation 6- from the above analysis of
the data it is concluded that the majority of
participants that is 60 % articulates that they strongly
agree that customer satisfaction results in increasing
the sales of the consumers. This is agreed by some of
the authors as well because if the consumer will be
satisfied then they will use more of the services by
TUI group. In contrast to this some of the respondent
agree to this fact and some of the respondent
disagrees and some are neutral.
Interpretation 7- with the analysis of the
above data it is concluded that maximum of the
participants that is 80 % agrees to the fact that all of
the above are the positive impact of the use of social
media marketing. This all of the above includes the
brand loyalty, building strong customer base and
enhancing connectivity power. But in contrast to this
rest of the participants disagrees to this fact and
agrees to this individually.
Interpretation 8- with the analysis of the
above data it is concluded that with positive aspect
there are also some negative aspect. As agreed by 70
% of the respondent all of the above are the negative
impact of the use of social media marketing. This all
of the above includes negative publicity, time
consuming and lack of personal interaction.
However, rest of the participants agrees to these
points at individual basis.
Interpretation 9- from the analysis of
the data it is presumed that 85 % of the
participants articulates that yes changes in the
customer taste and preference result in
changes in the strategies of company. This is
majorly because of the fact that if the company
not make products according to the need of
consumers then they will not purchase the
products of the company. However, rest of the
participants either disagrees or are not sure
relating to the fact.
Interpretation 10- from the analysis of
the data collected in relation to this question is
that 75 % of respondent states that providing
different offers and discounts is the impact of
social media over TUI. This is because social
media is in reach of every person and that is
why offers are given through social media.
However, the some of the employee’s states
that organizing campaigns is an impact over
the TUI travel. Some states that taking
feedback social media is used and some
articulates that innovative advertising is a
better impact over the TUI group.
Interpretation 11- as agreed by the 55
% of the respondent it is articulated that
advertisement through social media is helpful
in enhancing the sales of the company. This is
agreed by majority of employees because of
the reason that use of social media is very
common and is increasing day by day. Thus,
this option can cover a large number of
consumers at a single time and is also less
expensive. However, rest of the participant
either disagrees or are neutral about the role of
advertisement in enhancing the sales of TUI
group.
Recommendation
In respect of improving the sales performance in TUI travel, it is necessary that various strategies are adapted by the company regarding attracting
customer through following perspectives such as:
Customer are attracted if they find any actors or reputed person promoting the business, thus in case of TUI travel, it is the travel and tourism sectors, then they
can appoint the actors or any persons which is carrying the renowned image in market to promote the business. This procedure can be undertaken through
choosing the advertising mode where they promote the business through promoting the services which is offered by TUI travel. In this aspect social media
platform able to reach to large customer base and thus retain customer through launching their favourite actors in promoting the business of TUI travel.
Another thing which results in gaining more profits is relating to interacting with the customer personally once they avail the packages of the TUI travel. As
customer are the best person who can freely demands changes in working criteria or also guide them to take the best steps to enhance the customer needs. This
procedure can be undertaken through requesting them to fill the feedback form or also share the experiences or give rating regarding the services which they
avail. Through these aspects they can work according to the stated reviews and also bring changes in their working style.
By applying innovative and creative ideas in business during promoting the company through advertising or email procedure. As the taste of the customer are
changing due to changes in environment condition. Their preferences are more on visiting natural beauty places which bring positivity and connectivity to
environment. Thus, TUI travel had to fulfil their demands through offering special discount and offer on particular packages which attract them to avail within
the stipulated time period.
Theme 10: Extends to which social media marketing impact TUI
travel
Theme 11: Role of advertisement helpful in enhancing the sales of
TUI travel.
Conclusion:
From the above research, following aspects are
concluded which helps in understanding the importance of
adapting the social media marketing in respect of increasing
sales in business. TUI travel carries the renowned brand
image in tourism sectors and thus lots of employees are
engaged with this business regarding carrying the activities
at larger scale. Social media marketing is useful in respect
of promoting the business through using advertisement or e-
mail procedure where they can reach to large number of
customer and also resolve the issues which they are facing
through availing the services. As travel and tourism sectors
are one of the most earning sectors and also their strategies
in relation to attracting customer, depends upon the taste
and preferences of the customer needs. Thus, in this
research project various aspects are undertaken regarding
recommending TUI travel to adapt the best strategies to
enhances the sales performances in business.
REFERENCES
Books and Journals
Heinze, A. and et.al., 2016. Digital and social media marketing: a results-driven
approach. Routledge.
Tajvidi, R. and Karami, A., 2017. The effect of social media on firm
performance. Computers in Human Behavior.
Sotiriadis, M. D., 2017. Sharing tourism experiences in social media: A literature review
and a set of suggested business strategies. International Journal of Contemporary
Hospitality Management. 29(1). pp.179-225.
Litvin, S. W., Goldsmith, R. E. and Pan, B., 2018. A retrospective view of electronic
word-of-mouth in hospitality and tourism management. International Journal of
Contemporary Hospitality Management. 30(1). pp.313-325.
Bilgihan, A. and et.al., 2016. Consumer perception of knowledge-sharing in travel-related
online social networks. Tourism Management. 52. pp.287-296.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail
network operations and marketing to enhance customer
satisfaction. International Journal of Operations & Production
Management. 37(1). pp.105-123.

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Sotiriadis, M. D., 2017. Sharing tourism experiences in social media: A literature review and a set of suggested business strategies. International
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Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance. Computers in Human Behavior.
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