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Research Project of Thomas Cook Assignment

This module aims to provide learners with the tools to do a research project in the field of Travel and Tourism Management.

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Added on  2021-01-01

Research Project of Thomas Cook Assignment

This module aims to provide learners with the tools to do a research project in the field of Travel and Tourism Management.

   Added on 2021-01-01

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RESEARCH PROJECT
Research Project of Thomas Cook Assignment_1
TABLE OF CONTENTS
Research Project of Thomas Cook Assignment_2
Research Project of Thomas Cook Assignment_3
TABLE OF FIGURESFigure 1: Digital mode is preferred by Thomas Cook.....................................................................7Figure 2: Digital marketing is enhancing customers service...........................................................8Figure 3: Digital marketing is impacting Thomas Cook target customer perception......................9Figure 4: Social media marketing is mostly attracting customers towards Thomas Cooks..........10
Research Project of Thomas Cook Assignment_4
INTRODUCTIONInnovation and development of company within this current scenario will have its greaterimpact on level of customer services. As there are many tools of digital media that are helpingcompany to provide the best and maximum satisfaction to their customers (Improving customerexperience with digital marketing, 2018). This report emphasis on digital marketing with help ofplatforms such as Facebook and Twitter are helping firm to correlate its aim with theachievement. So this project will be dealing with various techniques of digital marketing thatcompany within travel and tourism sector like that of Thomas Cook is undertaking to fulfil levelof customers’ satisfaction with services that they are offering.TASK 11.1 Background of studyWithin this current study which is dealing with how digital marketing is impacting levelof customer services for travel and tourism sector is exclusive for Thomas Cook. Thomas CookGroup that is a global brand in travel sector which is owning number of other tour operatorswithin UK and all across world. There are many digital platforms which would be used bycompany in order to recognise needs and wants of customers so that they could fulfil it onregular basis.AimTo analyse the impact of digital marketing in improving customer services: A study onThomas CookObjectivesTo investigate the meaning and importance of digital marketing of Thomas Cook.To analyse the increase in competition between high street travel agents and independenttravel agents.To examine the impact of digital marketing in improving customer services of ThomasCook1
Research Project of Thomas Cook Assignment_5
Research Questions1.What is meant by digital marketing and what is its importance?2.What is the impact of digital marketing in improving customer services of Thomas Cook?1.2 Rationale of studyThis part will be defined as what is the importance and needs to conduct this research ondigital marketing, improving customer services and why travel and tourism sector has been onlytaken. In simple terms, it will define why, what and who with respect to the research to conductwith relevant and authentic reasons (Khan and Islam, 2017). The major aim and objectivesbehind conducting this specified research is throwing some light on meaning and impact ofdigital marketing in ways of improving customer services within Thomas Cook. As there is anincrease in competition among independent and high street travel agents that could create theneeds for them to use variety of digital marketing tools, techniques and platforms. All of thesewill help them to take feedback from customers so that their services performance can beincreased.1.3 Under the view of Chen and Bai, (2010) digital marketing will improve the experience ofcustomers in which the company gets involved within their day to day operations. All institutionswhich are still relaying on traditional channels to build up and grow their personal relationship inorder to face the coming future that cannot be too much profitable. As per Khan and Islam, (2017) it is included that internet marketing will have manyinternal characteristics like those of information that is available, interactive, individuality andintegration of transitions. If a company is utilising this digital marketing to improve theirperformance, then it will also be indulging in making customer loyalty stronger. This is onlypossible when a company is giving the best known services to their customers with which theywould be getting more attracted.In this current world, it could be observed by Gu and Ye, (2014) that there are manyadvanced media tools that are particularly creating online presence of organisation with help ofplatforms like that of Twitter, Instagram and majorly Facebook. There is a need of hassle free2
Research Project of Thomas Cook Assignment_6

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