Impact of Social Media Marketing on Sales Performance of TUI Travel

This study aims to assess the impact of social media marketing on the sales performance of TUI Travel in the travel & tourism sector. The objectives include understanding the concept of social media marketing, evaluating its positive and negative aspects, assessing the extent of its impact on TUI's sales, and recommending strategies for sales enhancement. The research methodology involves qualitative research, inductive methods, primary and secondary data collection, thematic analysis, and random sampling. The results show the age and experiences of employees, familiarity with social media marketing, and the positive and negative aspects of its application. Recommendations include using renowned personalities for promotion, interacting with customers personally, and applying innovative ideas to meet changing customer preferences.

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
Yes No May be
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00% 75.00%
15.00% 10.00%
% of respondents
Results/ Outcomes
Theme 1: Age of employees working in TUI travel
Below 25 25 – 45 45 – 55 Above 55
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
15.00% 15.00%
65.00%
5.00%
% of respondents
Theme 2: Experiences of
working in marketing
department
Below 2 years
2 – 5 years
5 – 7 years
Above 7 years
0.00% 50.00% 100.00%
5.00%
10.00%
70.00%
15.00%
% of
respondents
Rational:
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
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?
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
Yes
Neutral
No
0.00% 20.00% 40.00% 60.00% 80.00%
80.00%
5.00%
15.00%
% of respondents
longer way
Theme 5: Factors included under
the social media marketing
10%5%
20%65%
% of respondents
Customer
satisfaction Brand
awareness
Inbound
trafficking All of the above
Theme 6: Customer satisfaction
resulting in enhancing the sales in
tourism sector
0.00%
40.00%
60.00%
15.00%5.00%5.00%15.00%
% of
respondents

Theme 7: Positive aspects of adapting the
strategy of social media marketing
5%10%
5%
80%
% of respondents
Brand loyalty
Build strong
customer base
Enhancing
connectivity power
All above
Theme 8: Negative aspects of social media
marketing which affects sales performances
15%
10%
5%
70%
% of respondents
Negative publicity
Time consuming
concept
Lack of personal
interaction
All of above
Theme 9: Changes in customer taste
and preferences also results in
causing impact to company strategies
Yes
May be
No
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
85.00%
10.00%
5.00%
% of respondents
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
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