Impact of Social Media on Consumer Decision Making in Travel and Tourism: A Case Study of Thomas Cook

This research project aims to evaluate the impact of social media on consumer decision making in the travel and tourism industry, focusing on Thomas Cook. The study will explore the effectiveness, advantages, and disadvantages of social media tools and provide recommendations for their implementation. The research will use a descriptive research design and employ formative assessment techniques.

Research Project

Table of Contents
TITLE .............................................................................................................................................3
TASK 2............................................................................................................................................3
2.1 Match resources efficiently to the research question or hypothesis.................................3
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures........................................................................................................................4
2.3 Record and collate relevant data where appropriate.........................................................5
TASK 3 ...........................................................................................................................................8
3.1 Use of appropriate research evaluation technique for study............................................8
3.2 Analysis and interpret results for determining original specifications. ...........................8
3.3 Make recommendation and further area for consideration............................................16
TASK 4 .........................................................................................................................................18
COVERED IN POSTER......................................................................................................18
REFERENCES .............................................................................................................................19

TITLE
To evaluate the impact laid by social media platform on consumer decision making in a
travel and tourism enterprise: A case study of Thomas Cook.”
TASK 2
2.1 Match resources efficiently to the research question or hypothesis.
In present context, researcher has developed a range of questions based on prepared
objectives for the chosen topic that will help up in matching the different resources that can be
utilised by investigator much more effectively it is required for an individual to focus on
different aspects like matching the resources so that questions that has been aroused by
researcher directly pull out favourable outcomes in set time frame (Ahmad, Musa, 2016). Failure
into this, can lead researcher to to pull out less favourable outcomes that could if directly impact
upon overall investigation done (Kumar, 2019). In present context, there are a range of questions
that are being developed by research analyst which will help identifying the impact and usage of
social media tools for a business organisation like Thomas Cook (Kumar and Pansari, 2016).
under this, research methodology can be considered as one of the crucial most method that can
be utilised by researcher while conducting and considering different range of resources that are
matching with the developed questions. Some of research questions are presented underneath:
Research questions:
 How social media tools can be utilised within travel and tourism sector ?
 What are the effectiveness of social media tools and technologies used by Thomas Cook
on consumer decision making ?
 What are the advantages and disadvantages of social media tools that are used ?
 What are the recommendations that can be given for effective implementation of social
media platform within Travel and tourism enterprise , Thomas Cook for consumer
decision making ?
In order to select the best resources for conducting an investigation to evaluate the impact
of social media tools on travel and tourism business sector research design can be considered as
one of the best source that can be utilised (Anitha, 2016). It is being found that, basically
investigator takes Research design into consideration when it comes to develop a framework or a
blueprint in order to conduct the investigation in a rightful manner (Laudon, 2016). Basically,
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Research design delivers all the important information in regards to the procedure that is required
to be followed while conducting the investigation on the chosen topic. This design basically
gives a proper structure that is linked a particular problem within the selected topic. A research
design mainly considered as the arrangement of the conditions for collection as well as analysis
of data in such way that mainly aims to combine relevance the research purpose. Research design
includes over all systematic set of strategy that a researcher uses to integrate various elements of
research studies issues. Research type is of different types that includes descriptive research,
exploratory research etc (Ledford and Gast, 2018).
In present context, researcher has chosen descriptive Research design as it is common
and is directly connected to the qualitative research type (Berger, 2015). This sort of design
basically e shows proper usage of questionnaire, personal interviews and observations. In other
words, descriptive investigation consists with an in-depth research because this delivers all the
information in regards to the chosen respondents (Lovelock and Patterson, 2015). On the other
side, exploratory research basically II used by investigative when it comes to focus upon
different range of hypothesis that are being developed within the investigation and these stays
connected directly with the current relation that all the variables whether they are dependent or
independent (Parker, Van Alstyne, 2016). While conducting the investigation on social media
tools and its impact upon consumer decision making process, researcher has used descriptive
Research design because it was directly connected with the developed questions (Mackey and
Gass, 2015).
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures.
It mainly includes with systematic procedure of collecting data and information along
with its measurement on the basis of the set of variables. In this research study, researcher has
uses various methods of collecting both accurate as well as accurate data for conducting the
research in well planned manner (Brannen, 2017). In this two methods of data collection is used
that is primary and secondary. Research uses quantitative data to get opinions from more people.
Under this, data is measures in terms of quality or numeric terms (Bowie, Buttle, Brookes, 2016).
In addition to conduct the whole research, an investigator uses qualitative method of research to
collect information with the help of questionnaire Generally in primary data collection all the
data and information is collected by using several methods that mainly involves as questionnaire,
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direct observations as well as interview (Saeidi, 2015). Other source of data collection that is
used in this research is secondary data that includes all those information that is published in
journals, books, magazines and newspapers. In this research study, researcher as used both the
methods of data collection that mainly includes primary data by conducting appropriate
questionnaire that was responded by 20 respondents as staff members (Bresler and Stake, 2017).
Along with this secondary data is used in this research in which newspapers and journals are
mainly used by the researcher. In this research study, random sampling method is adopted by the
researcher (Silverman, 2016). Random sampling method is the process of selecting a sample
allows individual in the defined population to have an equal chance of being selected for the
sample (Dwivedi, Kapoor and Chen, 2015).
2.3 Record and collate relevant data where appropriate.
Questionnaire
Name:
Age:
Gender:
Email:
Address:
Q1) Are you aware, how social media tools can help a business organisation ?
Yes
No
Q2) Do you agree if, consumers mind set changes after looking at an advertisement on social
media?
Agree
Disagree
Q3) Is it important for Thomas Cook to understand the consumer’s choices in today's uncertain
business environment ?
Yes
No
Q4) Do you think if, social media is much more beneficial for Thomas Cook?
Yes
5

No
May be
Q5) For Thomas Cook, which is being considered as the best social media tool that can help in
analysing the consumer's buying behaviour ?
Facebook
Instagram
Twitter
Q6) as per your thoughts, how social media can impact upon decision making of consumers
within the travel and tourism sector ?
positively
Negatively
Q7) While developing a promotional act for social media, is it necessary for Thomas Cook to
consider different perceptions of customers while posting it ?
maybe yes
Maybe no
do not know about it.
Q8) what are the major factors that impacts upon consumer decision making towards services
offered by Thomas Cook?
Technological change
Change in trends
Q9) Why Thomas Cook thought of taking into consideration of social media tools
rising competition
to improve the customer base
Force Growth
Q10) Provide recommendations, if any ?
Questioners
Q1) Are you aware, how social media tools can help a business organisation ? Frequency
Yes 18
No 2
6

Q2) Do you agree if, consumers mind set changes after looking at an
advertisement on social media?
Frequency
Agree 15
Disagree 5
Q3) Is it important for Thomas Cook to understand the consumer’s choices in
today's uncertain business environment ?
Frequency
Yes 13
No 7
Q4) Do you think if, social media is much more beneficial for Thomas Cook? Frequency
Yes 10
No 2
May be 8
Q5) For Thomas Cook, which is being considered as the best social media tool
that can help in analysing the consumer's buying behaviour ?
Frequency
Facebook 12
Instagram 6
Twitter 2
Q6) as per your thoughts, how social media can impact upon decision making
of consumers within the travel and tourism sector ?
Frequency
positively 16
Negatively 4
Q7) While developing a promotional act for social media, is it necessary for
Thomas Cook to consider different perceptions of customers while posting it ?
Frequency
maybe yes 10
Maybe no 5
do not know about it. 5
7

Q8) what are the major factors that impacts upon consumer decision making
towards services offered by Thomas Cook?
Frequency
Technological change 10
Change in trends 10
Q9) Why Thomas Cook thought of taking into consideration of social media
tools
Frequency
rising competition 8
to improve the customer base 10
Force Growth 2
Q10) Provide recommendations, if any ?
TASK 3
3.1 Use of appropriate research evaluation technique for study.
If it is talked about essential assessment tools that can be utilised by researcher then and
there are a range of approaches available (Fletcher, 2017). Mainly there are two types of
assessment tools that can be utilised by investigator when it comes to perform the qualitative
research on a particular topic. In present context, investigator has chosen the topic that is to
analyse the impact of social media tools upon consumer decision making or their choices within
the travel and tourism sector (Flick, 2015). With the help of this, research analyst good
effectively allowed favourable outcomes in specified time frame and these methods are the
assessment tools are given underneath:
Formative Assessment: this is being considered as one of the most essential tool that
consists with the data which has already been identified by the investigator (Haider, Rasli,
Akhtar, 2015). It may also include both formal along with the informal assessment procedures
which researcher has taken into consideration. This totally depends on the topic which has been
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chosen by researcher. Considering this tool, better opportunities linked with the outcomes can
easily be pulled out (Irwin and Springgay, 2017).
Summative Assessment: another crucial method that is summative assessment could help
researcher in examining the overall learnings that has been taken into consideration of a
particular subject or unit. Basically, comparison is being done among both chosen subject and
specified criterion that the tutor has given is being followed under this type of assessment.
In present context, research has chosen formative assessment technique in order to to study about
the topic which has been chosen and that is impact of social media tools on consumer decision
making within the travel and tourism sector (Jin, Zhong and Zhai, 2015).
3.2 Analysis and interpret results for determining original specifications.
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Theme 1: Social media tools can help a business organisation
Q1) Are you aware, how social media tools can help a business organisation ? Frequency
Yes 18
No 2
Interpretation: Social media is an essential factor that is used for promoting and
advertising various products and services of the company. This is a very important element that
can help in marketing of products in an effective manner. A social media is an important factor
or element used for circulating data and information about product or service in an effective
manner. It is easy for a company to promote services through using videos and pictures that will
attract a lot of customers. A business can effectively promote products by using social media
such as Instagram, Facebook, Twitter, LinkedIn, etc. From the above diagram, it is analysed that
out of 20 respondents, there are 18 respondents who knows that social media is helpful in
increasing the business awareness. The remaining 2 respondents think that they do not have any
relevant knowledge about social media and business organisation.
Theme 2: Consumers mind set changes after looking at an advertisement on social media
Q2) Do you agree if, consumers mind set changes after looking at an
advertisement on social media?
Frequency
Agree 15
10
18
2
Yes
No

Disagree 5
Interpretation: A consumer mind set is involved in exploring ways in which customers
view services, products and experiences. The mindset of consumer depends upon mind genomics
and cognitive economics. A consumer mindset is an essential factor for a company to promote
the products and services in an effective manner. Social media is used by each and every person
nowadays and so it can be beneficial for the company to advertise the products on social media
sites. From the above diagram it can be concluded that out of 20 respondents, there are 15
respondents that think that consumer mind set can be changed by using social media and on the
other hand, the remaining 5 employees think that customer mind is not affected by social media.
There is no link between social media and consumer preference according to these people.
Theme 3: Importance for Thomas Cook to understand the consumer’s choices in today's
uncertain business environment
Q3) Is it important for Thomas Cook to understand the consumer’s choices in
today's uncertain business environment ?
Frequency
Yes 13
11
15
5
Agree
Disagree

No 7
Interpretation: It is concluded from the above diagram that it is important for Thomas
Cook to understand the choices of customer in today's uncertain business environment. From the
above diagram it is said that out of 20 respondents, there are 13 respondents who think that it is
important for Thomas Cook to understand the needs and demands of customers in the present
situation where business environment keeps on changing. The remaining 7 respondents think that
need and perception of customer is not easy to easy to understand. The demands and needs of
customer keeps on changing and it is not important for the companies to analyse all demands and
needs of customers.
Theme 4: Social media is much more beneficial for Thomas Cook
Q4) Do you think if, social media is much more beneficial for Thomas Cook? Frequency
Yes 10
No 2
May be 8
12
13
7
Yes
No

Interpretation:
Theme 5: Thomas Cook, which is being considered as the best social media tool that can
help in analysing the consumer's buying behaviour
Q5) For Thomas Cook, which is being considered as the best social media tool
that can help in analysing the consumer's buying behaviour ?
Frequency
Facebook 12
Instagram 6
Twitter 2
Interpretation: There are various social media websites which are used for promotions
and advertisements of the services offered by travel and tourism industry. Most of the people
across the world uses social media websites to stay connected with different people. This is also
13
10
2
8 Yes
No
May be
12
6
2
Facebook
Instagram
Twitter

used for gathering information and data regarding various aspects of society. People are easily
influenced by information they get on social media. The videos and pictures can go viral within
seconds and therefore Thomas Cook company can easily circulate the information about
company's products and services easily.
Theme 6: Social media can impact upon decision making of consumers within the travel
and tourism sector
Q6) As per your thoughts, how social media can impact upon decision making
of consumers within the travel and tourism sector ?
Frequency
Positively 16
Negatively 4
Interpretation: Social media is used by businesses to promote their products and
services in an effective manner. Travel and tourism industry can use social media to promote its
services easily to various customers. Social media impacts the decision of customers and it is
important for business to analyse the needs and demands of customer before making decisions
for promoting services of the organisation. From the above diagram, it can be concluded that out
of 20 respondents, there are 16 respondents who think that social media affects the decision of
customers in experiencing services offered by Thomas Cook travel and tourism. On the other
side, the remaining 4 respondents think that advertisements and videos of travel and tourism
industry will not affect the buying decision of a customer.
14
16
4
Positively
Negatively

Theme 7: Developing a promotional act for social media, is it necessary for Thomas Cook
to consider different perceptions of customers while posting it.
Q7) While developing a promotional act for social media, is it necessary for
Thomas Cook to consider different perceptions of customers while posting it ?
Frequency
Maybe Yes 10
Maybe No 5
Do not know about it. 5
Interpretation: Thomas Cook analyses various customer perception while making
promotional act for social media. The company should make promotional advertisements, videos
and pictures for promotional campaigns so that customers will be satisfied. This helps in
increasing the sales and profits of the company. In case of the above analysis it is concluded that
out of 20 respondents, there are 10 respondents who think that promotional activities of Thomas
Cook are made keeping customer perception in mind. Other 5 respondents think that there is no
way that company thinks about consumer perception before launching promotional activities.
The other 5 respondents think that they do not have any idea about keeping customer perception
in mind while creating promotional campaigns and activities.
15
10
5
5
Maybe Yes
Maybe No
Do not know about it.

Theme 8: Major factors that impacts upon consumer decision making towards services
offered by Thomas Cook
Q8) What are the major factors that impacts upon consumer decision making
towards services offered by Thomas Cook?
Frequency
Technological change 10
Change in trends 10
Interpretation: There are some major factors that impacts upon consumer decision
making towards services offered by Thomas Cook which includes technological change and
changes in trends. Consumer behaviour is important for the company to consider for increasing
the level of satisfaction among customers. The company should adopt new technology and social
behaviour for sustaining successful business in market. These two factors are necessary factors
that affect the buying behaviour of customer. In context of Thomas Cook it is seen that out of 20
respondent, there are half of the respondents who think that technological change have impact on
the consumer purchasing behaviour. The remaining half population of respondents think that the
most important factor for consumer behaviour is change in trends of people.
Theme 9: Thomas Cook thought of taking into consideration of social media tools
Q9) Why Thomas Cook thought of taking into consideration of social media
tools
Frequency
16
10 10 Technological change
Change in trends

Rising competition 8
To improve the customer base 10
Force Growth 2
Interpretation: Any organisation considers various factors before using social media
tools. These are rising competition, improving the customer base and force growth. Social media
is an effective tool that is used for promoting and advertising products and services of an
organisation in an effective manner. Out of the 20 respondents, there are 10 respondents who
think that using social media tool for marketing of products will help Thomas cook to improve
the customer base. On the other hand, there are 8 respondents who believe that who think that
social media is an important tool that can be used by Thomas Cook for rising competition in
market and competing with other competitors and the remaining 2 respondents think that force
growth has an impact on using social media advertising of product and service.
3.3 Make recommendation and further area for consideration
Conclusion
Social media has a huge importance in marketing of products and services to people. The
marketing through social media has become an important part for impacting the decision of
customers in buying a product. It can be concluded from the above report that social media is a
good way for any organisation to increase the market share of the company by increasing the
17
8
10
2
Rising competition
To improve the
customer base
Force Growth

level of satisfaction of customers. Social media enhances the ability of creating community of
people who are loyal to brand. Social media helps in making perfect impact on customers in this
modern era. The companies work on creating engagement and creating an authentic and valuable
environment for making multiple benefits for business. Social media helps an organisation to
directly understand the requirements of customers and this platform allows customers to give
feedback for the product through marking comments and suggestions on Facebook, Instagram,
Quora, Pinterest, Youtube, Snapchat, Twitter, etc.
There are around more than 70% of population who are active on social media and they
spend approximately an hour a day on internet. The social networking sites have become a part
of reality which people to interact, communicate and trust. Nowadays people are spending most
of their time on internet and social media sites, so businesses can easily advertise their products
and services to people. This is a less expensive way and less time consuming manner for creating
promotional activities for the company. It is concluded from the above report that for a travel
and tourism industry it is important to promote and advertise various trips and campaigns that are
organised for people. The travel and tourism industry uses videos, photos, reviews, experience of
customers, etc. for attracting many customers. At last it can be said that social media plays an
important role in the advertising of products and services in less time and by investing very less
amount of money.
Recommendation
Travel and tourism industry is a huge sector which is involved in providing travel
facilities and tourist destinations to to people. Several recommendations are made for Thomas
Cook Travel and tourism company for improving the condition of it's advertising and
promotions. Some of these are listed below -
 Thomas Cook travel and tourism industry must make videos, photos and snaps and
circulate them on social media sites for increasing the number of customers base.
 Social media is a cost effective strategy to promote and advertise services offered by
Thomas Cook travel and tourism company.
 Social media advertising is less expensive than traditional advertising and thus Thomas
Cook does not have to spend a lot of money to advertise and promote it's services and
offerings.
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 New technology and creative ideas can be used for promoting various tourist destinations
and trips so that there will be increase in number of customer as well as sales.
Refection
While accomplishing this project, I had to face many problems and I had to overcome
them for achieving the target of project. I developed many skills at the time of conducting
project. My communication skills were not good enough to achieve desired results so I have
gone through various sessions for improving my communication skills. This project helped me a
lot as I am now able to understand the importance of social media in improving the condition of
business. For a travel and tourism industry it is important that they do an effective market
research and use the best strategy for promoting their products. According to me it is essential
for every organisation to market its products and offerings to people through social media as this
will help in reaching a lot of customers within less time. While filling of questionnaire I
developed my interpersonal skills as I have to talk to various respondents and understand their
requirements and needs.
TASK 4
COVERED IN POSTER
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