Tourism Marketing Strategies for Thomas Cook

This assignment analyzes Thomas Cook's current marketing strategies and explores ways to enhance their effectiveness. It emphasizes the importance of technology in gathering market information and achieving marketing targets. The analysis draws upon various academic sources and research findings on tourism marketing and the impact of technology.

Research Project for Thomas
Cook
Research proposal
Topic title: “An investigation of the use of technology as a
digital tool in promotional activities and its influence on Thomas
Cook”
1

Table of Contents
INTRODUCTION.................................................................................................................... 3
P 1.1 Formulate and record possible research project outline specifications …….………….. 4
P 1.2 Identify the factors that contribute to the process of research project selection
…………………………………………………………………...………………….....……... 5
P 1.3 Undertake a critical review of key references ……………………………………,,... 5-
8
P 1.4 Produce a research project selection …………………………...…….……….…….......
8
P 1.5 Provide an appropriate plan and procedures for the agreed research specification
………….……………………………………...……………………………………….…….. 9
P 2.1 Match resources efficiently to the research question or hypothesis ……………….. 10-
15
P 2.2 Undertake the proposed research investigation in accordance with the agreed
specification and procedures …………………………………………………………… 16-18
P 2.3 Record and collate relevant data where appropriate …….….………………….......... 19
P 3.1 Use appropriate `research evaluation techniques`. Which types of evaluation (formative
or summative) is more appropriate for your research? Why? …………………………... 20-21
P 3.2 Interpret and analyze the results in terms of the original research specification ..... 22-24
P 3.3 Make recommendations and justify areas for further consideration ……….…….... 22-
24
P 4.1 Use an agreed format and appropriate media to present the outcomes of the research to
an audience ………………………………..…………………………...…………………25-27
CONCLUSION …………………………………………..………………………………… 29
REFERENCES ………………………………………...…………………………………… 29
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INTRODUCTION
Technology is considered as one of most essential section in present era because
number of businesses are seeking change in practice through it. It has been noticed that use of
technology has been advanced in recent years as it offers number of benefits to the business
entity. By having an effective consideration of technological use, the relationship with
customers and other stakeholders can be advanced in desired manner (Fesenmaier, 2015). It
has been witnessed that businesses are more attracted towards use of technology so that key
performance can be advanced. Along with this, performance measures are also being
employed by businesses to ensure that technological developments are offering better results.
It has forced to have better exploration of the subject in special to use technology as a digital
tool for business, where tourism takes the most benefit from it.
For Thomas Cook, a long time stablish Tour Operator and a recognised brand in
Travel & Tourism Industry, using technology as a digital tool in their business was the key to
their successful expanding, in special with their online platform, where you can find
everything for everybody for any budget and how is their adverts “You Cook It, We Book
It”, “Don`t just Book It… Thomas Cook It!” or “You Want, We Do”. With this advert and a
huge information on their site like a lot of lovely pictures from different places around the
world or a large description of that places and implicit of a possible holiday in the costumer
mind, Thomas Cook done an almost influences marketing by using the “Push& Pull” factor,
as a marketing digital tool, at a very high level.
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P 1.1 Formulate and record possible research project outline
specifications
Topic title “An investigation of the use of technology as a digital tool in promotional
activities and its influence on Thomas Cook”
Introduction
AIM
“To investigate the use of technology as a digital tool in promotional activities and its
influence on Thomas Cook”
RESEARCH QUESTIONS
 How effective are digital tools in promotional activities of Thomas Cook?
 Which factors influence digitalisation of operations within Thomas Cook?
 How digital tools in promotional activities impact Thomas Cook and how it relates
with business success?
 How does Thomas cook uses its digital promotional activities?
OBJECTIVES
 To understand the effectiveness of digital tools in promotional activities of Thomas
Cook
 To identify factors that influence digitalisation of operations within Thomas Cook
 To evaluate impact of digital tools in promotional activities and its relationship with
business success
 To investigate how Thomas cook uses its digital promotional activities
 To recommend alternative ways that can influence technology within Thomas Cook
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P 1.2 Identify the factors that contribute to the process of
research project selection
RATIONALE
Technology application is referred as one of key aspect which allows to have long
term developments. In addition to this, it can be said that businesses are investing more on
technological development which creates a sustainable development. However, the benefits
are not being measured effectively so it is essential to have proper identification of such
measures.
Along with this, it can be said that use of technology has been improved in recent
years by travel sector firms in order to attract more customers. They have introduced
measures like social media booking, engagement, web booking, mobile application review
about hotels and tour plan, etc. However, it is not measured that how such activities are
benefiting the organisations of sector. The rationale behind selecting this is that technology is
one of major concern in today era. It allows to have effective development of process so that
outcome can be accomplished.
In primary data the questionnaire is being framed on the basis of objectives. In
context to current report primary method of data collection is used and it is collected from the
customers. Data which is access from the different source are the secondary data or they are
second hand data. These are that information which is collected by someone else and
researcher uses this information for their own use
P 1.3 Undertake a critical review of key references
LITERATURE REVIEW
Effectiveness of digital tools in promotional activities
According to Schegg and Stangl (2017), there are number of methods which can be
employed by Thomas Cook in order to have sustainable development. By having an
application of diverse measures in regard to promotional tools the issues can be resolved. It
has been witnessed that use of internet marketing, social media and online booking portal are
key measures which are needing to be referred by Thomas Cook in order to have effective
promotion of products and services. Dubey (2016) has contended that digital marketing is one
type of marketing being widely used to promote products or services and to reach consumers
using digital channels. In addition to this, it can be said that application of measures like
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social media marketing, display advertising, search engine marketing, online website,
booking portal, etc are essential to refer. With an effective consideration of digital tools, the
travel and tourism sector businesses can share information regarding destination in
appropriate manner. It will allow to have long term sustainability so that goals and objectives
can be accomplished.
Ladkin (2014) has said that booking of hotels and other services can also be promoted using
internet. Many businesses are using their own web portal to ensure that they are providing
easy access to services so that customers can have better experience. Along with this, number
of tourism review websites are also in the market which helps tourism sector businesses to
promote their business effectively. Such kind of web portals are referred as word of mouth
advertising tools where customers can review services and experience. Chang (2016), has
contended that digital advertising on TV and other e-platforms allows customer to have better
experience which also improves the overall development. Using such practice, the Thomas
Cook helps in accomplishing the goals and objectives. It allows to ensure that key measures
are being taken into account more frequently so that overall development can be taken into
account.
Factors influence digitalisation of operations
As per the view of Dursun and Yüncü (2016), there are number of factors which
impacts the overall application of digitalisation in operations. Classification of measures can
be as cost, knowledge, resources, etc. It means cost and finance is one of key factor which
impacts the application of technology within Thomas Cook. If any business firm is not
having appropriate allocation of funds to employ the digitalisation then it will impact the
operations. However, the cost of digitalisation in terms of social media and web portal is low
as compared to other tools. Koo (2015), has contended that lack of knowledge among
members is also one of critical factor which impacts the overall working of travel and tourism
sector in diverse manner. It has been noticed that key outcome in terms of sustainability is
essential through improving knowledge. If members are not having knowledge to use the
digital tool, then it will impact the working because need of training will be generated. Forno
and Garibaldi (2015), has said that availability of resources is also critical to refer by the
Thomas Cook in order to have better opportunities. If resources to implement digitalisation
are not appropriate, then it will impact the productivity. In addition to this, it can be said that
appropriate allocation of resources is essential so that key measures can be taken into
account.
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Impact of digital tools in promotional activities and its relationship with business success
According to Schegg and Stangl (2017), there are number of benefits that a business
firm can attain through using digital tools. It allows to have effective promotion of products
and services at low cost so that sustainability can be measured. With an effective
consideration of digitalisation in practice the overall business efficiency of travel and tourism
sector can also be advanced. In addition to this, email and other tools can be used to have
effective communication. It allows to have sharing of information so that more customers can
be attracted. Dubey (2016), has said that customers are accessing internet and other online
sources to gather information about any destination and hotel. It means by having sharing of
information on the internet the business entity of travel and tourism sector can easily improve
the operations and lead business to impressive level of success.
Ladkin (2014), has contended that monitoring of activities can also be advanced more
effectively. Feedback and response to customers are key measures which can be promoted by
business entity through effective promotion of activities. Customer’s data can be collected in
easier manner which will allow to have effective decision-making process. For example,
Thomas Cook is using online data base of customers then any member can easily access the
details in desired manner so that activities can be performed in appropriate manner.
Push and pull marketing strategies
These are two marketing strategies which was included by author that focus on
attempting to sell their products and service to customers on very much effective bases. Push
would be standing for ideas that marketers are making more efforts so that they could sell
their products to their customers. While the pull marketing should be emphasising on letting
their customers to come to them and buy their products thus this is called to as pull marketing
strategies. The advantages of this strategy would be their customers would be making more
efforts to know products and services of company.
Ways to advance technology use
As per the view of Chang (2016), there are number of methods which can be
employed by businesses of travel and tourism sector to advance the use of technology. It is
necessary for business firm to have regular monitoring of activities so that issues can be
identified. By having an identification of issues proper results can be attained as it helps in
leading business towards impressive level of success. Dursun and Yüncü (2016), has also
said that training to employees need to be provide so that they can attain better knowledge in
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respect to technology changes. With an assistance of this, risk in application of technology
transformation can be reduced and ensure that employees are capable enough to accomplish
goals and objectives of Thomas Cook. Also, application of long term plan is also essential so
that measures can be taken into account.
Using such values in desired manner the issues can be resolved. In this, management
can create a long-term plan for continuous changes in technological tools so that better
experience can be attained. Appropriate selection of strategy is also essential so that goals
and objectives can be accomplished.
P 1.4 Produce a research project selection
RESEARCH METHODOLOGY
Type of investigation: In order to have better understanding about the subject, it is necessary
to have consideration of research design. In respect to this, descriptive research will be
employed so that key outcome can be accomplished. With an assistance of this, in-depth
details about the subject can be attained effectively (Fowler, 2009). Interpretivism factors will
also be referred by the experts to ensure that key outcome is being accomplished properly.
With an assistance of such values the overall study can be completed in ethical manner.
Data Collection: It is necessary for every researcher to have effective focus on data
collection methods in order to have sustainability. In present investigation the use of both
primary and secondary data collection methods will be referred. Primary data is being
considered as information collected for the first time with a motive to meet objectives. In
primary data collection the questionnaire will be framed on the basis of aim and objectives
which will have 10 questions, 8 must be quantitative and 2 must be qualitative (Manion,
Cohen and Morrison, 2017) and will be done in Walthamstow Mall in London on or around
the specified date. These questionnaires will be given to 30 candidates.
In qualitative data the theoretical presentation of the information collected in major
concern of experts. By having an application of qualitative measures the overall analysis of
report can be taken into account in more desired manner. On the other hand, quantitative type
of research is based on investigating some particular data on the basis of which some results
are formed which can be measured and compared with other results.
On the other side, secondary data collection will be attained through accessing
number of sources. Classification of secondary sources can be as books, journals, online
articles, etc.
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Sampling: It is also significant to consider by the experts to meet the standards of research.
In present study the random sampling method has been used in order to have significant
development. It allows to have effective gathering of data so that corrective measures can be
taken into account. In this, organisation like Thomas Cook will be a better preference to have
authentic collection of data. Collection will be taken into account from the 15 customers.
Analysis: It is one of most critical section of every study because it helps in understanding
the data collected. In this respect, application of thematic technique will be employed so that
information collected can be presented in appropriate manner (Tracy, 2012). In this, different
themes on the basis of objectives are being framed to analyse data.
P 1.5 Provide an appropriate plan and procedures for the agreed
research specification
TIME SCALE
As I explain above, I will collect the data randomly by giving a questionnaire with 10
questions to 15 people on 14st May and another 15 questions on 21st May, in Walthamstow
Mall in London.
TASK ACTIVIETIES DATES DURATION
COLLECT DATA
-10 Questions
-15 People
WALTHAMSTOW
MALL
14 MAY 2018 5 HOURS
COLLECT DATA
-10 Questions
-15 People
WALTHAMSTOW
MALL
21 MAY 2018 5 HOURS
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Key Activities
1st
Week
2nd &
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th &
9th
Week
10th
Week
Preparing for
Introduction
Accessing of
Secondary Data
Literature Review
Examining of
collected Data
Research Design
Research
Methodology
Collection of
Primary Data
Analysis of
primary and
secondary data
Conclusions and
Recommendations
Completion of
remaining work
Revise and draft
Final Submission
Conclusions
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At the end it was concluded that Thomas Cook should be adopting new and
innovative techniques of guiding their marketing team so that their promotion which is done
should be making them sell their products. Technology is the main and most important
techniques which is been used by company as this would be enabling company to gather
more information form market including from customers so that they could be make better
their marketing targets to achieve.
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REFERENCES
 Chang, L.L., 2016. Exploring the implications of virtual reality technology in tourism
marketing: An integrated research framework. International Journal of Tourism
Research. 18(2). pp.116-128.
 Dubey, A.K., 2016. Future Technology and Service Industry: A Case study of Travel
and Tourism Industry. Global Journal of Enterprise Information System. 8(3). pp.244-
249.
 Dursun, M.T. and Yüncü, H.R., 2016. Ecological Tourism Performance and
Environmental Sustainability of Mediterranean Countries. World Academy of
Science, Engineering and Technology, International Journal of Social and Tourism
Sciences. 3(4). pp.116-128.
 Fesenmaier, D.R., 2015. Information technology and consumer behavior in travel and
tourism: Insights from travel planning using the internet. Journal of Retailing and
Consumer Services. 22. pp.244-249.
 Forno, F. and Garibaldi, R., 2015. Sharing economy in travel and tourism: The case of
home-swapping in Italy. Journal of Quality Assurance in Hospitality & Tourism.
16(2). pp.202-220.
 Fowler, J. F., 2009. Survey Research Methods. SAGE.
 Koo, C., 2015. Smart tourism: foundations and developments. Electronic Markets.
25(3). pp.179-188.
 Ladkin, A., 2014. A typology of technology‐enhanced tourism experiences.
International Journal of Tourism Research. 16(4). pp.340-350.
 Manion L., Cohen, L., and Morrison, K., 2017. Research methods in education.
Routledge.
 Schegg, R. and Stangl, B., 2017, January. Information and Communication
Technologies in Tourism 2017. In Proceedings of the International Conference in
Rome, Italy.
 Tracy, J. S., 2012. Qualitative Research Methods: Collecting Evidence, Crafting
Analysis, Communicating Impact. John Wiley & Sons.
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