The Influence of Social Media on Travel and Tourism. A Case Study on Thomas Cook Enterprise UK

RESEARCH
PROJECT

Table of Contents
Topic- The influence of social media on Travel and Tourism. A case study on Thomas cook
enterprise UK...................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulation and record possible research project outline specification...............................1
1.2 Identification on factor that contribute to process of research project selection...................2
1.3 Undertaking of critical review of references.........................................................................2
1.4 Produce the effective research project specification.............................................................4
1.5 Description on provide appropriate plan and procedures for agreed research specification.
.....................................................................................................................................................5
TASK 2............................................................................................................................................6
2.1 Matching resources efficient to the research questions and hypothesis................................6
2.2 Undertaking of proposed research investigation in accordance with agreed specification
and procedures............................................................................................................................6
2.3 Record and collate relevant data at where its appropriate...................................................10
TASK 3..........................................................................................................................................14
3.1 Which type of evaluation technique is more appropriate for research? Why?...................14
3.2 Interpretations and analysis of the result in terns to agreed research specification............14
3.3 Recommendations...............................................................................................................23
TASK 4..........................................................................................................................................24
4.1 Use of agreed format and appropriate media to present outcome to research audience.....24
Covered in poster......................................................................................................................24
CONCLUSION........................................................................................................................24
REFERENCES..............................................................................................................................25

Topic- The influence of social media on Travel and Tourism. A case study on
Thomas cook enterprise UK.
INTRODUCTION
The Travel and Tourism is one of the biggest and fastest growing industries in UK. Thus,
tourism supports the industry development and delivery of the guest experience. Hence, social
media plays the crucial role in order to have significant impact on the working of the enterprise.
Therefore, tourism industry is classified into the various categorises as are accommodation,
adventure, recreation, attraction, events, food and beverage, tourism service, transportation and
conferences (Narangajavana Kaosiri and et.al., 2017.).
The present report is based on the business activities of Travel and Tourism of Thomas cook,
UK. In this, the impact of social media and how its influence to customer must be determined.
This kind of the activities leads to have great impact on the working of the enterprise. Thus,
literature review, data analysis and all things are needed to be conducted in terms to analyse the
impact of social media on Travel and Tourism.
TASK 1
1.1 Formulation and record possible research project outline specification.
The present report is based on the business activities of the Thomas cook UK. In this
assignment impact of social media on travel and tourism is must be determined. It is one of the
specific tools as it is helpful in terms to bring systematic business operations. With help of it,
there can be facility to transfer and share the information to the public and to aware about the
services in market ( Edwards and et,al., 2017). Thus, destination marketing organisation provides
consumers with desirable and attractive images of the places with the help of communication.
Therefore, social media has provided the tourism industry new tools to facilitates effective and
two way of communication process. In this, there is need to bring systematic operations so that
all things can be conducted in better and efficient mode.
Aim-
The influence of social media on Travel and Tourism. A case study on Thomas cook
enterprise UK.
Objectives
1

 To determine the role of social media on Travel and Tourism.
 To understand impact of social media on Tourism industry.
 To analyse the factors that influence customer decision making.
 To recommend ways, with help of which there is possibility to improve level of services
that can offered due to social media activities.
1.2 Identification on factor that contribute to process of research project selection.
This present research is been undertaken to identify use of technology has improved the
living standards of people and society and what are the changes in their needs. Besides this,
another factor that is considered is to identify why people use social media platforms such as
Facebook, Instagram, etc. before travelling and how it helps them. Moreover, how technology
has influenced perception of youngsters, adults, old age people, etc. within tourism sector (Hur
and et.al., 2017).
1.3 Undertaking of critical review of references.
Theme 1: Importance of social media in Travel and Tourism sector
Social media play its important role in travel and tourism sector activities. Their role is to
provide information to customers and organisations through social media websites, online
services like Facebook, Instagram, WhatsApp, etc. it makes business more successful in tourism
areas. Thomas cook enterprise is a British travel and tourism organisation that provide their best
services to people in affordable prices. As per the views of Amboage and Juanatey-Boga (2015),
expressed that digitalization have transformed the way of marketing. It has shifted the focus of
companies engaged in tourism sector to implement digital marketing. It has resulted in
generating vast opportunities for growth as organization is able to attract large number of
people. It helps in connecting people with company through promotion. Businesses has focused
on marketing their products in digital way. It is done by using various social media platforms.
Through social media, Thomas cook industry promote their business activity to attract
people towards it. This tool creates attractive image of organisation on online website within
included general information about its activity or functions like hospitality operations
management etc. it will attract customers more than other companies. Social media is wide
platform that consists of different types of applications and social site. By using it, people
communicate with each other, Kumar and Mishra (2015). In present time social media play its
2

outstanding role, it provides all in data related with topics. Organisation also used this system to
understand the latest trend in society that help in arranging its hospitality or other services
according to it.
Social media improved business conditions more than any other industry have in
marketplace within same services and products (Yoo and Gretzel, 2017). It gives details of
competitors and their facilitates that they are supplying to people. Social media raise the
competition in business world. The advantage of this tool is that it can increase the growth of
enterprise. It changed the whole structure of travel and tourism industry. Customers engage with
social media networking web sites to search trips, package offers and best hospitality service
hotel, then make decision according to providable details about travels and shared its personal
experiences of restaurant, hotel etc. with people whom they are stay connected with them on
social media sites.
Theme 2: Understanding the impact of social media on travel and tourism
It made a huge effect on travel and tourism industry. People connect with social
networking sites to know the details about trips. It impacts on business and personal levels. On
the bases of finding of Inversini, and Masiero (2014), that can say that 50 million visitors in a
month are active for researching information about travel and tourism industry and its services.
Customers used online websites for knowing reviews of other people in specific company
products and services like Thomas cook enterprise. According to Munar (2014), 200 million
opinions and reviews posted and 800 million users are active on Facebook for posting sharing
and updating pictures on trip Adviser.
Said by Chung, N. and Koo (2015), 40% of U.S customers turn to social media for
finding best trip idea. People plan their holidays trips through online booking that is very
comfortable for them without wasting time in standing with a lot of peoples in Que. 42 % clients
used their mobile phones while they are traveling to post its pictures and videos on Instagram or
other media platform. In a year 57.5 billion adults used smartphones to book their trips. Social
media build excitement in customers mind that make them stay connected at anywhere with it.
Huge impact of this tool on travel and tourism activities increase its business in worldwide areas.
This is the fastest way to communicate with other people in society and take their advice about
organization packages of traveling.
3

Twitter is the best site that provide all the info and reviews of customers who already
visit those websites and used at the time where they are plan for traveling with friends and
family. Kiráľová and Pavlíčeka (2015) It is not necessary know for individual person to interact
with other one to understand the present situation of chosen destination, they can view details of
place where they want to visit. Social media is going more and more effective for the whole
world. Researching make people and organization more creative and innovative during travel
adventures. It makes process easier to take decision.
Theme 3: Analysing the analyse the factors that influence customer decision making.
Social networking activity influenced on customers decision-making. People's post their
comment, like dislikes, images of destination, review about their personal experience on social
media websites like Facebook, twitter etc. all these activities influence client decision. It impacts
on both sides negative and positive way. Decision making activity means to cognitions happen
inside mind of customers, that include behaviour and thoughts, judgement of quality Goodrich
(2014). Some people comment on twitter or other social web sites negatively that impact on
other customers thoughts. It will affect business progress and growth. They get changes their
decision after viewing this type of comments. It will change their mind and take another option.
On the other sides positive review impact positively on people decision-making about using
travel and tourism services of Thomas cook enterprise. It attracts more customers towards their
business, that increase its productivity and make them successful in marketplace against to its
competitors.
Customers review about organisation service is very important for enterprise because
they can decide changes in structure which are required in people needs. The aim of social
networking process is to build good image of industry in mind of society. Individual or group
persons used online websites more and more in their life's for making their decisions easier than
now. People shared their daily activity while using many other social sites or mobile
applications.
1.4 Produce the effective research project specification.
The effective research can be conducted with the help of this following research methods
and it has been defined in the below presented manner as-
4