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

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
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