Research Project

I need just task 2,3 and 4 I have done already task one in order number A62690

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible project outline specification............................................1
1.2 Factors that contribute to the process of project selection...............................................2
1.3 Critical review of key references......................................................................................3
1.4 Research project specification..........................................................................................5
1.5 Plan and procedure for agreed research specification......................................................5
RECOMMENDATION AND CONCLUSION...............................................................................8
TASK 2............................................................................................................................................8
2.1 Matching of resources with research question and hypothesis........................................8
2.2 Research investigation on the basis of specification and procedures...............................9
2.3 Recording and collating of relevant data........................................................................11
TASK 3..........................................................................................................................................17
3.1 Appropriate research evaluation technique....................................................................17
3.2 Interpretation and analysis of data..................................................................................17
3.3 Recommendation............................................................................................................20
TASK 4..........................................................................................................................................20
4.1 Research outcomes.........................................................................................................20
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

INTRODUCTION
The aim of assessment is to analyze utilization of social media marketing to derive
influence of digital advancement of travel and tourism business. In this researcher will derive use
of methodological tools which helped the researcher in managing systematic flow of study.
Further, it will outline thematic analysis to outlined views of sampled participants in form of
critical discussion. Travel and tourism is one of the fastest growing industry that assist to provide
higher growth in a economy for development procedure (Abubakar and Ilkan, 2016). This
research is based on influence of information technological on travelling and tourism sector. This
is a most effective and impactful procedure that aid to provide appropriate information to visitors
on the bases of their requirement and need. Through this, Thomson which is a tourism sector
organization can easily get higher benefits to maximize number of visitors at their specific
location.
TASK 1
1.1 Formulate and record possible project outline specification
Overview – Now a days, each and every industry wants to implement information technology in
their business procedure to maximise profitability and growth in effective manner. In travel and
tourism sector, transformational has major impact because through their they can easily provide
accurate information to their visitors and tourists (Edelman, Jaffe and Kominers, 2016). Some of
the inbound and outbound tourists are want to get proper information of several offers and
services that are provided by different tourism organisation in a country. Main objective of these
procedure to build direct direct connection of tourist with their authenticate destination.
Aim: To analyse the role of utilising social media marketing for expanding leisure tourism at
South America – A case Study on Thomson
Research Objectives:
 To determine the role of social media marketing for enhancing number of leisure tourist
 To identify the impact of social media marketing on various tourist segmentation To determine the relationship between social media marketing and increase of tourist
number at South America
Research questions:
 What is the role of social media marketing in order to expand number of tourist?
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 What will be the impact of social media marketing on various tourist segmentation?
 What is a relationship between social media marketing with increase of number of tourist
at South America?
1.2 Factors that contribute to the process of project selection
Research is that which is considered as complex job because it needs to be done in proper
manner for minimising the problems and issues which comes in between success of project
completion. There are several steps which is required to be followed for conducting an research
in better structure and it is followed as:
 Introduction: It is the first step in which appropriate project title is chose through which
aims and objectives are taken out. Although it is important to have such because it helped
in continue for further research and investigation with suitable data and information. This
is most difficult task for researchers that to select particular topic and defined it to
complete the research project in well manner.
 Literature review: It is said to be a search and evaluating the available literature in the
given subject. In other words, a literature review refer to scholarly paper which do
include the various current knowledge that also involve meaningful findings and
methodological contribution on a specific topic in great way. Even, various viewpoints
are considered in this of specialist person as well (Giaoutzi, 2017). literature review mat
be considered as the type of review article and scholar paper where included current
knowledge and substantive findings regarding project. It contributes more to the topic
with the help of theoretical and methodological knowledges as well. Literature review is
known as secondary sources which support in finding more relevant data and information
by different views of authors, writers as well as philosopher.
 Research methodology: It refers to some particular procedures or modern techniques
which needs to determine, select and process that has to analyse needed topic. In this
section of research project a people can evaluate a overall study and its reliability in
perfect way. It is being used to make an proper decision in organization. This part
includes as publication research, interviews, surveys and other techniques which could
make it for both present and the historical interpretation. Research methodology play
vital in completion of particular project with an appropriate manner. In a research paper,
methodology section allow to reader for critically evaluating a specific study with
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validity and reliability as well. It is considered as the science of study in which defined
that how research is to be conducted.
 Data analysis: This is considered to be a most needed part in research project, basically
with the help of analysis organization can make it proper strategy and decision.
Therefore, analysis is done on views of people which was collected with the help of
research and useful part is used by firm and according to such proper working is done
(Huang and et. al., 2016). data analysis is defined as the procedure in which all
information or relevant data are to be inspected, cleaned, transformed as well as modelled
for the purpose of discovering appropriate information and drawing conclusion that
facilitates in decision making process.
 Recommendation and conclusion: This is the last step performed in research project, in
this a recommendation is provided in form of suggestion to company after analysing as
where the company is lacking off. Is there any need of change is determined with
analysing information from above. In last, the whole research is concluded as what is
being included and understood with the entire study. In this appropriate suggestions and
recommendation are to be given after conducting research and analysing problems.
Researcher draw a conclusion for after analysing and evaluating study so that ultimate
solutions can be framed.
1.3 Critical review of key references
This section provide specific information on the bases of authors views and their
described points. These points can be -
Role of social media marketing in order to expand number of tourist-
According to Kuo and Chuang, (2016) Now a days each and every individual is highly
connected with social networking sites to getting proper information in specific manner. In travel
and tourism sector, social media platform has vast impact because through this they can get
proper information on each and every topic that they wants to known. Travel and tourism is
referred to be a one of the most important segment of economy. The major influence of travel
and tourism sector can be identified through their contribution in the GDP of the country and
employee opportunities which are being offered to people. Some of the social media channels as
Twiter and Facebook help to provide effective information to tourist on the bases of their
effective requirement need.
3

Impact of social media marketing on various tourist segmentation-
As per the views of Pappas, (2016) Social media has vast impact on different tourist
segmentation. It provide direct information to them on the bases of their requirement and need.
All the tourist has different motive for getting their specific target. In this procedure, social
media platform provide effectiveness through -
 Educational tourist – These kind of visitors are explore different locations on the bases of
education level and professional courses. For this they explores different locations on the
bases of their requirement. For this they get proper information through social
networking sites.
 Adventures tourists – These types of tourists are basically wants to explores different
locations. For this, they analyse packages and offers of different tourists organisations to
choose one of them according to their capacity. Through this, tourism organisations can
easily get higher advantages and profitability because these social websites helps to
connect them from multiple visitors.
 Business tourists – According to Strauss and Frost, (2016) These type of visitors are
basically prefer those organisations that help them to analyse information of different
business and organisation. Their main objective of to build new connection through
business modes. For this, Thomson requires to provide effective information to their
visitors on the bases of their requirement need. These kind of tourist wants several
facilities properly as food, accommodation and convince. In this procedure, they needs to
explore proper information through website of this organisation to better know their
facilities and services. This focuses on the major issues which has been encountered by
travel and tourism in are explained so that major influence could be identified.
Relationship between social media marketing and increase of tourist number
According to Ryan, (2016) Social media platform is a most beneficial point for both
tourism organisations and visitors to connect them to each others. Through this, visitors can
easily get proper information about the services they wants to get. Some of the specific websites
are basically designed to render appropriate information of travel and tourism sectors to visitors.
Their main objective is to provide proper connected information to visitors on the bases of their
desire. There will be a detailed analysis of the two major issues which are fought off into this
segment. The data will be collected in form of charts and graphs which will be further evaluated
4

to gain a better understanding on the subject. Finally, impacts and influence will be ascertained
so that contingency plans could be formed. Social media marketing and tourists has direct
relation with each others. These kind of platform are beneficial for both of them because through
tourists get desirable services and such organisation get higher growth and income as well.
1.4 Research project specification
This consist of major target and aim of evaluation in suitable manner for considering the
specified area effectiveness. Basically, key purpose of projecting this research is to evaluate
information technology influence in the travel and tourism sector including its different
influence. Basically, the industry is evolving its working techniques and nature through setting
authentic expertise. This can assist investigator widely along with attaining different practices
through helping in regard of corrective path. Majorly, this include numerous questions on which
survey questionnaire is structured to reach certain outcome effectively (So and et. al., 2016). This
research project will be helpful for organisation in finding best possible solutions so that they can
make changes accordingly and achieve their set targets with adequate manner. The major aim of
this research is to analyse the impact of social media within organisation so that tourism can be
developed. Researcher can use various data and information regarding topic in the future that
would be beneficial in making accurate decisions.
1.5 Plan and procedure for agreed research specification
For a particular research, there must be required to produce effective plan that facilitates
in conducting study with well manner. Researcher undertake various aspects such as Gantt Chart
and Work Breakdown Structure to make effective plan for different activities. These are essential
in managing tasks and handling activities with an adequate manner due to dividing tasks among
participants.
Work Breakdown Structure (WBS) : It is to be considered as the deliverable oriented
Breakdown of project among small aspects. It is a key project which support in dividing tasks
into a smaller components so that predetermined goals can be attained in well manner. In this
organise the team's work where performances are to be considered in manageable sections. In
research project, WBS support in completing entire activities to achieve best possible outcomes.
In this included various elements such as products, services and data for project study. A WBS is
essential in providing necessary time frame of work and estimated costs with proper guidances
so that set objectives can be accomplished. Researcher undertake work breakdown structure to
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perform various tasks and manage entire activities with adequate way. Here are defined the
example of work breakdown structure as a diagram such as:
Gantt Chart: A Gantt chart is defined as the bar chart that developed as production
control tools which used in project management. It represent the entire activities in graphical
form that facilitates in making appropriate plan, coordinate as well as track the particular task in
project. On the other side, it is considered as the simple version in which chart is created on a
graph paper and drawing in raw paper so that better project can be scheduled. It is blue print of
project activities that manager undertake while performing the project tasks with well manner. It
can be understood by taking some example such as:
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RECOMMENDATION AND CONCLUSION
In travel and tourism sector, social media has vast impact, through their they can easily
build direct connection with inbound and outbound visitors. Social media helps to provide
authenticate and specific information of firm, its facilities, services and customer's view.
Through this they build direct connection with new tourist. For this, Thomson requires to
introduce their services through such kind of platforms. For this they can use -
 Through this they can build appropriate relation with direct visitors by providing
facilitate services.
 They needs to analyse customer's view and their feedback for making possible changes to
provide higher satisfaction to them.
 They requires to analyse their customer's expectations from them to fulfil through
effective manner.
 Main objective of organisation should have to be provide higher satisfaction to customers
by providing quality services to them on affordable cost.
TASK 2
2.1 Matching of resources with research question and hypothesis
Aim “To analyze the role of utilizing social media marketing for
expanding leisure tourism at South America – A case Study on
Thomson” This is framed on the basis of research tittle where
researcher was supposed to identify influence of digital
technology on travel and tourism organization.
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Objectives  To determine the role of social media marketing for
enhancing number of leisure tourist
 To identify the impact of social media marketing on
various tourist segmentation
 To determine the relationship between social media
marketing and increase of tourist number at South
America
The objectives are framed by scholar after considering all the
aspects of research aim. In this focus of scholar is on outlining
every bit of detail which can assist in outlining influence of social
media advertising on travel and tourism firm Thomson.
Question The research question are outlined by scholar on the basis of
objectives. These are formed to address every objectives with the
motive of gaining insight of research aim.
Literature review This is secondary form of information which is accumulated from
already available information via Books, articles, governmental
publication, journals, blogs, etc. (Doherty and Dickmann, 2012)
Primary information This information is based on current findings of scholar which
are collected via interview of 20 employees of Thomson travel
and tourism firm.
Themes Thematic analysis will be done on the basis of questionnaire
which is framed to conducted interview of sampled participants.
2.2 Research investigation on the basis of specification and procedures
Research approach: This method offers planned procedure of conducting study which
helps in making systematic data collection and analysis. There are different types of approaches
to research like, inductive, inductive, etc. Inductive approach of research enables use of
evidence, model and theories for analyzing research outcomes (Gioia, Corley and Hamilton,
2013). Apparently, deductive approach is based on logical and analytical reasoning of dependent
and independent variables. Thus, this study is based on inductive research approach where the
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accumulated information will be related to evidence like references and differences models and
theories like social media marketing tool, platforms, etc.
Research philosophy: It implies to phenomenon of accumulating and analyzing
information. There are different type philosophy of research like, interpretivism, positivism,
realism, etc. Realism philosophy of research is based on idea of independence from human
interests and mind (Research Philosophy, 2018). However, interpretivism is based on study of
topic which are of huamn interests where positivism is used in case f natural phenomena whee
researcher is bound to compare and analyse properties and relation of two variance. Thus, this
study is based on interpretivism research philosophy because the research topic is of human
interest where the scholar will outline utilization of social media marketing by Thomson for its
expansion plan.
Sampling: It is segregation and sorting of the best sources or population group which can
be viable for gathering relevant information on the basis of research aim. There are different
types of method of sampling like, random, stratified, cluster, probable. In accordance with this it
is important for the scholar to make use of the best and appropriate method to avoid biased
outcome in the end (Robinson, 2014). Apparently, researcher used random sampling approach
as in this every participant of population has equal and opposite chances of getting selected. In
this study sampled participant are 20 employees of Thompson who will helps in determining
effectiveness of implying social media marketing on expansion leisure tourism plan at South
America.
Data collection: It is the process of gathering relevant information to address research
question. In this motive of scholar is on analyzing the best method to accumulate information.
There are two types of information collection method that is primary and secondary whee
primary is based on current facts and findings of researcher. Secondary information is based on
facts outlined by authors in the past (Wilcox and et.al., 2012). The study is based on both type of
information that is primary and secondary wherein primary information is gathered via interview
of sampled participants with the help of questionnaire. However, secondary information is
collected from Books, Journals, articles and blogs are accumulated in literature review with the
help of themes.
Data analysis: In this focus of scholar in on outlining findings which helps in drawing
findings to denote effectiveness of research aim. There are two type of data analysis method that
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is qualitative and quantitative wherein qualitative research analysis accumulated information in
descriptive form with the helps of thematic analysis (Sultan and Yin Wong, 2013). In
quantitative analysis information results are denotes in quantifiable measures with the help of
statistical tools. In this study is based on qualitative analysis where researcher framed themes on
the basis of questionnaire in order to critically outline every information shared by employee of
Thomson on implication of social media marketing.
Ethical consideration: Adhering to ethics is the basic concern which helps the scholar in
maintain confidentiality of collected information. In accordance with ethics researcher seeked for
permission from management of Thomson for conducting interview of employees. Further,
research discussed with employee for participating in review which denotes informed consent
and helped in researcher in managing ethical study and outcomes.
2.3 Recording and collating of relevant data
Questionnaire
Name:
Age:
Gender:
1. Are you aware about use of social media marketing?
 Yes
 May be
 No
2. Do you feel there is a relationship between social media marketing and increase in number
of customers?
 Yes
 May be
 No
3. Which is the best social media platform for marketing?
 Instagram
 You Tube
 Facebook
 Twitter
4. What is major challenge which come up with implication of social media marketing?
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 Customer
 Appropriateness of content
 Limitation of words
5. What is the best advantage of social media advertising?
 Increasing consumer traffic
 Customer relationship management
 Segmentation and targeting
6. Do you believe social media advertising will be effective for expansion of leisure tourism at
South America?
 Yes
 May be
 No
7. Do you think implication of Social media marketing requires huge capital investment?
 Yes
 May be
 No
8. You believe that social media marketing for expansion leisure tourism at South America is
worth?
 Yes
 May be
 No
Theme 1:
Are you aware about use of social media marketing? Frequency
Yes 13
May be 5
No 2
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Theme 2:
Do you feel there is a relationship between social media
marketing and increase in number of customers? Frequency
Yes 15
May be 2
No 3
Theme 3:
Which is the best social media platform for marketing? Frequency
Instagram 5
You Tube 6
Facebook 7
Twitter 2
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Theme 4:
What is major challenge which come up with implication of social
media marketing? Frequency
Customer 1
Appropriateness of content 15
Limitation of words 4
Theme 5:
What is the best advantage of social media advertising? Frequency
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Increasing consumer traffic 5
Customer relationship management 12
Segmentation and targeting 3
Theme 6:
Do you believe social media advertising will be effective for
expansion of leisure tourism at South America? Frequency
Yes 15
May be 3
No 2
Theme 7:
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Do you think implication of Social media marketing requires
huge capital investment? Frequency
Yes 16
May be 2
No 2
Theme 8:
You believe that social media marketing for expansion leisure
tourism at South America is worth? Frequency
Yes 16
May be 3
No 1
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TASK 3
3.1 Appropriate research evaluation technique
Implication of relevant evaluation technique play a crucial role in research analysis
because it act as a support for interpretation of accumulated information. There are three types
evaluation technique that is formative, planning and summative (What is the difference between
formative and summative assessment?, 2018). Planning is used before conducting any
assessment that is formative and summative. However, formative assessment is based on
individual self assessment where the focus of person is on analysis own strengths and weakness
to manage improvement. It is actual development during study and therefore self assessment is
considered as necessary part of formative evaluation.
On the other hand, there is summative assessment which is based on standardized test or
evaluation which is possible in case of primary data collection. Like in this study scholar
conducted interview of 20 employees where questions are based on derived research topic. Thus,
it can be said that current study is based on summative evaluation where focus of scholar was to
evaluate effectiveness and utilization of social media advertising for expansion of leisure tourism
by Thomson.
3.2 Interpretation and analysis of data
Theme 1: Yes, employees of Thomson are aware about use of social media marketing
According to theme 1, it is demonstrated that majority of employee of travel and tourism
organization were aware about use of social media marketing. With the discussion, it is
determined that employee believes that social networking sites offers best platform for
promotion and reaching to maximum number of travelers in one click. Some employee partially
17

aware about online marketing because according to these employees it is the part of digital
advancement which helps in marketing via online platforms. Thus, it can be outline employee of
travel firm are aware about the use and influence of online advertising on travelers.
Theme 2: Yes, according to participants there is a relationship between social media
marketing and increase in number of customers
In accordance with theme 2, it is identified that according to employee of Thomson there
is a relationship between social media marketing and increasing number of traveler because it
enables wide reach. Further, marketing on social media platforms allows the business to develop
understand over traversal requirement and market trends which is the best source of managing
innovation in travel services. Apart from this, the discussion argued by participant who states
that social media marketing is effective advertising approach but have no related with increase in
travelers because it is promotional schemes of organization which attract potential travelers.
Theme 3: Facebook is the best social media platform for marketing
As per theme 3, it is outlined that Facebook is the best social media marketing tool
because every day there is access of 2 million users which denotes increasing consumer traffic
on social media platform. Facebook offers simple marketing approach as per other social
networking sites and therefore it is considered a most approachable way of marketing. However,
as per few employees it was analyzed that Youtube is another socially active site which helps in
gaining attention of buyers via sponsored videos an advertisement. In this the company can fix a
particular amount with channels for showing off their promotional campaigns. Thus, it can be
said that social media marketing is beneficial approach and have varied tool of effective
marketing.
Theme 4: Appropriateness of content is the major challenge which come up with
implication of social media marketing
In accordance with theme 4, it is identified that employees believe that content is the
foremost priority of companies when focus on social media advertising. It is the information
which is passed by company to gain attention of traveler. The employees articulated with
example of leisure tourism at south America where the travel will shared detailed information
about different packages and plans of expansion. Thus, the discussion clearly states about
importance of content relevancy which can be disastrous for Thomson if not managed in proper
way.
18

Theme 5: Customer relationship management is the best advantage of social media
advertising
As per theme 5, it is determined that customer relationship management is the best
advantage of social media marketing because in this firm is able to directly communicated with
travelers. With the help of this it becomes easy for the enterprise to understand changing market
expectation which helps in managing systematic innovation and improvement in relevant areas.
Theme 6: Yes, employees of Thomson believe that social media advertising will be effective
for expansion of leisure tourism at South America
As per theme 6, it is articulated that majority of employees believe that implication of
social media marketing will be effective in case of expansion plan because it will help in creating
awareness among customers. It will allow the firm to flaunt changes and implication market
trends during expansion of leisure tourism. On the other hand, few employee argued that social
media marketing is not doubt effective tool for promotion but it neglects customers who are not
socially active.
Theme 7: Yes, according to employees Social media marketing requires huge capital
investment
As per theme 7, it is demonstrated that employee believe that social media marketing is
costly process because in this the travel firm will need to make regular changes in promotion
campaigns and advertisement to attract travelers. However, the participants discussed about
benefits of social media marketing which response of worldwide travelers. On the other hand,
some respondents argue about incurring cost in online promotion which is managed by consumer
traffic on official website of firm.
Theme 8: Yes, employee feels social media marketing for expansion leisure tourism at
South America is worth investment
In accordance with theme 8, it is identified that as per employees of Thomson social
media advertising is costly process but is effective for implying for expansion because it will
assist in increasing travelers traffic on official website for the queries. It will help in creating
interest among viewers and traveler which is the best approach of maximizing returns and
managing cost which incurred when promoting expansion on social networking sites.
19

3.3 Recommendation
As per the study it is determined that majority of sampled participants agreed to use of
social media advertising for expansion of leisure tourism at South America by Thomson but
there were critical view's employee for which some recommendation can be made that are
discussed below:
 The travel firm should adopt social media marketing because the incurred cost in social
advertisement is long term investment and helps the firm in making wide reach of
services (Wood and et.al., 2013).
 Thomson should make use of social media promotional because it enables access of
different type of travelers on one strategy (Okazaki and Taylor, 2013).
 The company should make use of online marketing because it reduces waste of time and
helps in managing consumer traffics.
 It is effective tool of promotion which enables simplified segmenting and targeting of
traveler.
TASK 4
4.1 Research outcomes
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4.1 RESEARCH OUTCOMES
Theme 1: Yes, employees of Thomson are aware about use of social media
marketing
According to theme 1, it is demonstrated that majority of employee of travel
and tourism organization were aware about use of social media marketing. With the
discussion, it is determined that employee believes that social networking sites offers
best platform for promotion and reaching to maximum number of travelers in one
click. Some employee partially aware about online marketing because according to
these employees it is the part of digital advancement which helps in marketing via
online platforms. Thus, it can be outline employee of travel firm are aware about the
use and influence of online advertising on travelers.
Theme 2: Yes, according to participants there is a relationship
between social media marketing and increase in number of
customers
In accordance with theme 2, it is identified that according to
employee of Thomson there is a relationship between social media
marketing and increasing number of traveler because it enables wide
reach. Further, marketing on social media platforms allows the business
to develop understand over traversal requirement and market trends
which is the best source of managing innovation in travel services. Apart
from this, the discussion argued by participant who states that social
media marketing is effective advertising approach but have no related
with increase in travelers because it is promotional schemes of
organization which attract potential travelers.
Yes May be No
0
2
4
6
8
10
12
14
16 15
2 3
2.Do you feel there is a relationship between social media
marketing and increase in number of customers?
Theme 3: Facebook is the best social media platform for marketing
As per theme 3, it is outlined that Facebook is the best social
media marketing tool because every day there is access of 2 million users
which denotes increasing consumer traffic on social media platform.
Facebook offers simple marketing approach as per other social networking
sites and therefore it is considered a most approachable way of marketing.
However, as per few employees it was analyzed that Youtube is another
socially active site which helps in gaining attention of buyers via
sponsored videos an advertisement. In this the company can fix a
particular amount with channels for showing off their promotional
campaigns. Thus, it can be said that social media marketing is beneficial
approach and have varied tool of effective marketing.
5
6
7
2
3. Which is the best social media platform
for marketing?
Instagram You Tube Facebook Twitter
1
15
4
4. What is major challenge which come up
with implication of social media marketing?
Customer Appropriateness of content
Limitation of words
Increasing consumer traffic
Customer relationship
management
Segmentation and targeting
0 2 4 6 8 10 12 14
5. What is the best advantage of social
media advertising?
Theme 5: Customer relationship
management is the best advantage of
social media advertising
As per theme 5, it is determined that
customer relationship management is the best
advantage of social media marketing because
in this firm is able to directly communicated
with travelers. With the help of this it
becomes easy for the enterprise to understand
changing market expectation which helps in
managing systematic innovation and
improvement in relevant areas.
15
3
2
6.Do you believe social media advertising will be
effective for expansion of leisure tourism at
South America?
Yes May be No
Theme 6: Yes, employees of Thomson believe that social media
advertising will be effective for expansion of leisure tourism at
South America
As per theme 6, it is articulated that majority of employees
believe that implication of social media marketing will be effective
in case of expansion plan because it will help in creating awareness
among customers. It will allow the firm to flaunt changes and
implication market trends during expansion of leisure tourism. On
the other hand, few employee argued that social media marketing is
not doubt effective tool for promotion but it neglects customers who
are not socially active.
16
2
2
7. Do you think implication of Social media marketing
requires huge capital investment?
Yes May be No
Theme 7: Yes, according to employees Social media marketing
requires huge capital investment
As per theme 7, it is demonstrated that employee believe
that social media marketing is costly process because in this the
travel firm will need to make regular changes in promotion
campaigns and advertisement to attract travelers. However, the
participants discussed about benefits of social media marketing
which response of worldwide travelers. On the other hand, some
respondents argue about incurring cost in online promotion which is
managed by consumer traffic on official website of firm.
13
5
2
1. Are you aware about use of social media
marketing?
Yes May be No
Theme 4: Appropriateness of
content is the major challenge
which come up with implication
of social media marketing
In accordance with theme
4, it is identified that employees
believe that content is the foremost
priority of companies when focus
on social media advertising. It is the
information which is passed by
company to gain attention of
traveler. The employees articulated
with example of leisure tourism at
south America where the travel will
shared detailed information about
different packages and plans of
expansion. Thus, the discussion
clearly states about importance of
content relevancy which can be
disastrous for Thomson if not
managed in proper way.
Yes May be No
0
2
4
6
8
10
12
14
16
18 16
3
1
8. You believe that social media marketing for
expansion leisure tourism at South America is worth?
Theme 8: Yes, employee feels social media
marketing for expansion leisure tourism at South
America is worth investment
In accordance with theme 8, it is identified that
as per employees of Thomson social media advertising
is costly process but is effective for implying for
expansion because it will assist in increasing travelers
traffic on official website for the queries. It will help in
creating interest among viewers and traveler which is
the best approach of maximizing returns and managing
cost which incurred when promoting expansion on
social networking sites.
References
Doherty, N.T. and Dickmann, M., 2012. Measuring the return
on investment in international assignments: An action
research approach. The International Journal of Human
Resource Management. 23(16). pp.3434-3454.
Okazaki, S. and Taylor, C.R., 2013. Social media and
international advertising: theoretical challenges and
future directions. International marketing review. 30(1).
pp.56-71.
Sultan, P. and Yin Wong, H., 2013. Antecedents and
consequences of service quality in a higher education
context: a qualitative research approach. Quality
assurance in education. 21(1). pp.70-95.

CONCLUSION
The study concluded with implication of social media marketing and its effectiveness of
travel firm Thomson. It articulates interview of 20 employees of travel firm with the help of
thematic analysis. In accordance with discussion, it can be summarized the utilisation of social
media marketing is beneficial for successful expansion of leisure tourism at South America.
22

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