The Influence of Digital Technology on Travel and Tourism Sector

This document explores the influence of digital technology on the travel and tourism sector, with a focus on the benefits of social media marketing and other digital technologies for Thomas Cook and its customers. It includes research findings, recommendations, and insights into the use of social media platforms for marketing.

TITLE: The influence of digital technology on travel and tourism sector.
Theme 4 Using of social media and other digital
technologies is beneficial for Thomas Cook.
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
Frequency
Interpretation: Depending on the research process and operations that are
been carried out at cited travel and tourism firm, this is been found that among
the 20 respondents that have participated in the research process, 16 customers
feel that the use of social media is beneficial for the effective growth and
development of the cited travel and tourism business organisation. On the
other hand, 4 respondents do not agree with the statement and 4 other
customers were not sure. Thus, on the basis of the outcomes received through
data assessment, it can be interpreted that the use of digital technology is been
beneficial for a business entity.
Theme 6 Social media platform is mostly used by
Thomas Cook
1 2 3 4 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
8 6
1
2
3
10
5
1
2
2
2
5
0
10
3
Customer services of EasyJet
Responsive Quality services On time services
Interpretation: Based on the extensive research process that is been carried out at
Thomas Cook, in which 20 customers participated as respondents, this is been
evaluated that out of 20 respondents, 12 favours the use of Facebook as the tool of
marketing while 2 respondents favoured the use of Instagram and 4 customers preferred
twitter as a tool of marketing. Other than this, 2 customers agreed to the use of Pinterest
as a social media marketing tool. Therefore, based on the data analysis and
interpretation process that is been carried out at Thomas Cook, different social media
tools are been used by organisation.
Theme 5 Social media and other digital
technologies is beneficial for customers
1 2 3 4 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
7 6 1 4 2
2 5
0
10
3
5 6
2
3
4
Security and safety of
EasyJet
Landing Take off Flight safety
Interpretation: An extensive research process is being
carried out by a scholar at Thomas cook to identify the
benefits of social media marketing as an effective digital tool
and technique that will help in suitable rise in meeting of
business operations and activities that are been carried out by
Thomas cook. Form the presented research process that is
been performed, this can be said that out of 20 customers who
participated in data investigation process as respondents, 15
agreed to the fact that the use of social media marketing as a
digital technology has been beneficial for them. While, 1
respondent denied the fact, 4 customers were not sure about it.
Theme 1 Awareness about social media
marketing
1 2 3 4 5
0
5
10
15
20
25
30
35
10 5 0 2 3
3
7
2
6 2
0 5
0
12
3
4
6
2
8
0
8
10
0
1
1
Searching and buying a
ticket
Online payment
Online chatting
Easy to navigate
Complete
information
Easy to access to
Ryanair website
Interpretation: The researcher conducted research at Thomas Cook to
identify the impact of social media marketing on travel and tourism
sector. In this the researcher used the questionnaire method for
collecting data. For this 20 customer were selected as sample size. By
analysing data it was identified that 11 said they were aware social
media marketing of Thomas Cook, 5 said no and 4 said they were
having no idea about this. Therefore, it is concluded that Thomas Cook
is highly involved in using social media to advertise their products.
Moreover, SMM has enabled in creating market awareness about
various products and services in tourism sector.
Theme 2 Using the social media marketing
tools and techniques
1 2 3 4 5
0%
20%
40%
60%
80%
100%
5 10 2
2 1
3
7
2
6 2
8
7
0
3 2
2
5
0
10 3
10 5 0 2 3
Service of EasyJet
Easy comfortable Friendly staff
Priority Not free
Interpretation – In Thomas Cook a research was conducted to
analyse the impact of SMM. For this researcher used the questionnaire
method and selected 20 customers randomly. By interpreting data, it
was identified that out of 20, 14 said that they have used tools and
techniques of SMM while 2 said no. on the contrary 4 was not sure
about this. From this it can be said that people are highly aware of
tools of SMM. Also, the tools help in effective promotion of services
of Thomas Cook in the market. It gives information about services to
people.
Theme 3 Using of social media marketing as a
useful tool in travel and tourism sector
Yes No Not sure
0
2
4
6
8
10
12
14
16
Frequency
Interpretation: on the basis of the extensive research process that is been
followed at Thomas Cook will help the organisation to gain the suitable idea
about the measures and actions that are been followed by the work force. On the
basis of data investigation, this can be said that out of 20 respondents
participated within the research process, 15 people agreed to the fact that the
social media and digital technology is very beneficial tool for a travel and
tourism entity. While, on the other hand, 1 individual denied the fact and 4
respondents were not sure about it. Based on the outcome that is been received,
this can be said that the digital tools and techniques including social media
marketing is very useful for a travel and tourism company.
Objectives:
1. To know the concept of digital technology in Thomas Cook.
2. To understand involvement of customers through digital technology in Thomas Cook.
3. To analyze various stages in digital technological development regarding Thomas Cook.
4. To recommend strategies for the better use of technology in Thomas Cook.
Research Methodology
Research approach- Inductive
Research philosophies- Interpretivism
Research techniques- Qualitative
Data collection- Both primary and secondary
Sampling- Purposive sampling of with 30 respondents
Recommendation
Installing new software and applications – Thomas Cook can install new equipment’s and tools that will help them to store
and maintain data and information about the customers. With this it will become easy for them to identify needs of people.
Also, it will enable company to develop effective SMM strategies to attract people.
Tracking data – Thomas Cook can track the records of data so that it can identify the reaction of people. With this they can
analyse how much people are aware about advertising of Thomas Cook. Apart from this it will help in finding out the weak
areas of their ads. This is an easy method through which networking sites like Facebook, Instagram, etc. data can be
interpreted. This will help in analysing the whole marketing strategy.
Establishing help desk – in this company can establish a help desk department that will help in listening to customer’s issues
so that solutions can be provided. This will help in providing effective and better solution to people. With this their
satisfaction can be enhanced. Along with this help desk can listen to the enquires of customers. Then they can provide the
best offers to people. It will help in attracting them and increasing the sales of Thomas Cook.