To assess the impact of social media on tourism activities in UK – A Case Study on Thomas Cook Group

This research project aims to assess the impact of social media, specifically Facebook, on tourism activities in the UK, with a case study on Thomas Cook Group. It will analyze the significance of Facebook in promoting tourism activities, interrelate Facebook implementation and the growth of Thomas Cook Group, and provide recommendations to attract more customers through social media activities.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................1
1.1 Formulating and recording possible research project outline specifications........................1
1.2 Factors that contribute in the process of research project selection......................................2
1.3 Critical review of references.................................................................................................2
1.4 Research project specification...............................................................................................5
1.5 Appropriate plan and procedures .........................................................................................6
TASK 2............................................................................................................................................1
2.1 Research Question and hypothesis........................................................................................1
2.2 Research investigation with the use of proper methods........................................................1
2.3 Record of data.......................................................................................................................3
TASK 3............................................................................................................................................5
3.1 Evaluation techniques of research.........................................................................................5
3.2 Interpretation of results in accordance to research specification..........................................6
3.3 Recommendation.................................................................................................................14
TASK 4..........................................................................................................................................14
4.1 Poster...................................................................................................................................14
REFERENCES..............................................................................................................................15

TITLE: “To assess the impact of social media on tourism activities in UK – A Case Study on
Thomas Cook Group”
TASK 1
1.1 Formulating and recording possible research project outline specifications
Background
To deal with social media activities, Facebook is the major consideration which assists to
increase customers in industry. In this regard, tourism marketing grows continuously that helps
to target people with demographic characteristics. This is because; it helps to focus on
customer’s demand and requirement. Apart from this, people are sharing their ideas, experience,
etc. to tell about travel industry (Wang, Xiang and Fesenmaier, 2016). Therefore, it is also the
major consideration which helps to develop significant marketing opportunities at workplace of
tourism enterprise. Nowadays, people share their live video broadcasts with Facebook
communities so that it will influence other organisation to connect and engage ideal people in the
enterprise. In this way, tourism brands create more awareness and consideration to develop
significant results. Apart from this, Facebook continually dominant social media platform across
all age groups of people. Therefore, it regulates a systematic work performance to attract people.
Rationale
In order to consider effective results in tourism, it can be stated that present research
determines important activities in the enterprise. In this regard, Facebook implement to focus on
provide feedback on the basis of photos, videos, etc. It gives results with fantastic content to
reach towards effective functioning (Ben-Shaul and Reichel, 2017). In Thomas Cook Group,
Facebook blog generally consider take advantages and boost results in a significant manner.
Therefore, it will help to maintain creative results in company. 94% internet users have account
on Facebook so that they access information from it towards development of enterprise in a
significant manner.
Aim and objectives
Research Aim: “To assess the impact of social media on tourism activities in UK – A Case
Study on Thomas Cook Group”
Research Objectives:
 To understand importance of social media in travel and tourism sector

 To analyse the significance of Facebook to promote tourism activities in UK
 To interrelate Facebook implementation and growth of Thomas Cook Group in UK
 To recommend the ways through social media activities could be increases in order to
attract customers
Research questions
 What do you understand by social media in travel and tourism sector?
 What is the significance of Facebook to promote tourism activities in UK?
 How to interrelate Facebook implementation and growth of Thomas Cook Group in UK?
 What are the recommendation should be provide to Thomas Cook Group to increase their
customers?
1.2 Factors that contribute in the process of research project selection
To consider the present research, there are several factors exist that develop an important
part in research project selection. Therefore, following elements included in it are: Knowledge: To consider the present research, it can be stated that researcher has a wide
knowledge regarding Facebook implementation. In this way, they develop their
understanding and effectiveness to attain the desired results. Scope: In the present research, there is a wide scope to implement aim and objectives. In
this regard, effectiveness also develop to consider further activities and tasks as well.
With the help of research project on the impact of social media influence, researcher is
able to develop creativity in enterprise.
 Interest: Moreover, researcher has a lot interest to find implementation of Facebook to
grow systematic work performances in the business. In this regard, systematic results will
be attain through maintain more creative work performances in the enterprise.
1.3 Critical review of references
In order to conduct effective research, it can be stated that, secondary data has been taken
from different authors views. On the basis of their views, activities set and maintain systematic
work performances in the company. As per following themes, literature review has been taken at
workplace:
Theme 1 Importance of social media in travel and tourism sector
According to the point of view Mariani, Di Felice and Mura, (2016), social media
consider important role in business success and outcomes. Therefore, Facebook is major

perspective that assists to fulfil needs and requirement customer through know about their
existence in the market. With the help of Facebook, every travel and tourism country get more
customers and about their information as well. In this regard, more than 1,55 billion users
generally use it so that it consist as popular network for tourism industry. In this regard, the
organisation also able to attain important attributes that assists to diversify content that publish
on the site. On the other hand, Ladhari and Michaud, (2015) stated that Facebook tool help to
attain significant results with increasing customer views and promotion in the business. It helps
to maintain significance and catch user attention. This is because, quality content make and gain
lot of visibility which enhances long term basis outcomes. This element help to increase
connectivity level so that aims and objectives will be complied to gain more long relationship.
Apart from this, Buhalis and Foerste, (2015) argued that there are several kinds of blogs are also
written by customers regarding business. As results, it is important to focus on their experience
and ideas regarding organisation. In this way, new people able to know about the business
program that carry to attain and maintain desired results. With consideration of different
activities, company able to attain proper results from customer attraction. With focusing on
different social media activities, it can be stated that better results and performances will be
consider at workplace.
Theme 2 Significance of Facebook to promote tourism activities in UK
According to the view of Kang, Tang and Fiore, (2014), there are several factors exist
that help to promote tourism activities in UK. In this regard, Facebook consider several
advantages and effectiveness to perform tasks and goals as well. This is because, it creates
network to show connectivity among several people in the enterprise. As results, it helps to
increase tourism functioning in the new areas.
Theme 3 Interrelate Facebook implementation and growth of Thomas Cook Group in UK
the usage of Facebook will be very beneficial and effective for the Thomas cook Group
in UK. As FB is a very popular social media platform and is easily accessed by the people all
over the world it will help in better rise in customer satisfaction level that will help in better
management of the operations that are been followed by the organisation. The Tomas Cook
Group can use the Facebook as the interactive tool that will help the organisation to carry out its
operations in a better way and help the organisation to meet the needs and demands of the
tourists or customers of cited travel and tourism enterprise. The firm can incorporate the

connectivity of the social media platform with its services, especially with it swebsite that will
support a better access to the customers for its products and services. Besides this, Thomas Cook
Group can use the social media tool to promote and allocate its plans, vouchers and tickets in
order to attract the customers in an effective and significant manner.
Other than this, the organisation will look after the better rise in compatibility and
functional capability of the travel and tourism enterprise. It will help in effective handling of the
operations and meeting of the targeted operations and actions that will be followed by the
organisation in a better way. Thomas Cook Group will also look after the good rise in customer
satisfaction level that will help in better management of the operations that will help in suitable
handling of the business activities in an effective and better way. Other than this, Facebook can
prove as an effective tool or medium for the customers or tourist of the organisation to give out
their reviews and feedbacks over the location, destination, or a services and product that is been
offered by the travel and tourism entity. This will support a good development of insight about
the alterations or improvements that can be made within the organisation to increase its revenue
and productivity and thus will supporta good rise in the operational capability of the
organisation.
Theme 4 Recommendation should be provide to Thomas Cook Group to increase their
customers
various recommendations can be followed by the cited travel and tourism entity that will
help in the effective management of the operations and meeting of operational capability of the
organisation. Looking at the technical advancement and digitalization of the services in every
field, the travel and tourism firm can opt for the development of a mobile app that will aid the
firm to easily and effectively connect with its customers, anytime and anywhere. The usage of
smartphone has also increased with the passage of time. Seeing through it, Thomas Cook Group
will look after the better rise in the operational capability and meeting of the targeted actions that
are been taken in consideration by the travel and tourism entity to have a good share of market
operations and meeting its targeted aims and objectives that will help in better rise in functional
capability of the organisation.
Besides this, the real time update of the flights, cruise and other means of transportation
related to a destination, usage of the geolocation and gaining the feedback of the users hand to

hand will improve the overall functionality of the organisation that will support a good rise in
effectiveness of the travel and tourism enterprise. The firm has to see through the advance
development of the activities which will help in improving the efficiency of the firm. Other than
this, as the cited entity is one of the largest service provider in the travel and tourism sector, it
can opt for opening its service and help desks or centrers to the major tourist attractions around
the globe. Besides this, many other facility like food and beverages, accommodation and
transportation service details on the local level can be incorporated by the organisation that will
help in suitable rise in the operations and meeting of the targeted aims and objectives of the
organisation.
These recommendations and improvement measures will help in increasing the
effectiveness of the operations and thus will support a good rise in the compatibility and
functional effectiveness of the organisation that will support an improvement in company's
market share and revenue generation.
1.4 Research project specification
Research consider important focus on systematic review to gather relevant data from
different sources. In this regard, methodology has been considered to focus on the desired results
and outcomes. This is because; research method is an essential consideration to solve issue and
problem that is associated in the business. It includes the following elements:
 Research design: Research design related with planning in which clear system and
outcomes considered in the business. In this way, aim and objectives are based on the
systematic research design that assists to accomplish desired results (Confente, 2015).
From the different kinds of strategies, researcher select descriptive research design which
help to attain more effective results at workplace.
 Data sampling: It is another method that is used for selecting, controlling and measuring
data. There are mainly two methods considered in data sampling such as probabilistic and
non-probabilistic (Oliveira and Panyik, 2015). Researcher considers non-probabilistic
method that helps to identify the useful program at workplace.
 Research philosophy: To consider the research philosophy, there are two options exist in
front of researcher that assists to find useful information such as interpretivism and
positivism. In the present research, interpretivism research philosophy has been selected
to gather relevant and effective information (Leung, Xue and Bai, 2015).

 Research approach: To consider effective results, there are different types of research
approaches exist that assist to find useful results. There are two types of research
approaches exist such as inductive and deductive. Present research based on inductive
research approach that help to maintain creativity and effectiveness in the business
(Figueroa-Domecq, Pritchard and Villace-Molinero, 2015).
 Data collection: In order to collect data, there are two methods exist such as qualitative
and quantitative. From the above, researcher selects qualitative research methodology
from which thematic analysis is considered in research outcomes.
 Ethical consideration: Apart from this, researcher need to focus on real facts and figures
that assists to maintain effectiveness at workplace. They should follow all rules and
regulations must be consider with ethical aspects. All members need to focus on keep
security (Standing, Tang-Taye and Boyer, 2014).
 Sample: In the present research, 20 sample size has been taken that are students of
UKCBC of the UK.
1.5 Appropriate plan and procedures
In order to focus on the systematic work performances, it can be stated that plan and
procedure is important element that assists to set different activities on the enterprise.
Furthermore, there are different activities and tasks has been considered to accomplish desired
results. There are following activities has been considered to attain more systematic work
performances in Thomas Cook Group:
Activi
ties
Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
W
ee
k
1
1
Defin
ing
resear
ch

propo
sal
Defin
ing
backg
round
or
ration
ale
for
study
Litera
ture
revie
w
Decid
ing
aims
and
object
ives
Finali
zing
aims
and
object
ives
Devis
ing
the

questi
onnai
re
Gathe
ring
data
Exam
ining
the
data
Findi
ng
Reco
mmen
dation
and
furthe
r
areas
to be
consi
der
Final
Subm
ission

TASK 2
2.1 Research Question and hypothesis
Research Resources
The research is focused on analysing impact
of digital technology on consumers.
Secondary sources will be books, online
articles, reviews, and publications.
Primary research will be done with the help of
interview of respondent on the basis of
questionnaire.
Objectives of research will be helpful in
determining themes for collecting information
from different sources
Further, to meet the requirement of objective
the research is based on data collection with
the help of 20 sampled students of UKCBC
college.
Research questions The questions will be analysed with the help
of thematic analysis in order to develop clear
understanding over the framed question in
order to meet objectives of study.
2.2 Research investigation with the use of proper methods
Questionnaire
Name
Age
Gender
1. What according to you is the best tool of digital technology?
Social Media Advertising
Administration
E commerce
2. Do you believe social media advertising is effective for tourism business?

Yes
May beNo
3. What according to you are the benefits of social media advertising for Thomas Cook?
PromotionCreating AwarenessOffering online discountsCompetitive advantage
4. What social media channel according to you is effective for tourism activities?
Facebook
Instagram
Twitter
You tube
5. Do you believe that use of Facebook has assisted Thomas Cook in managing growth and
development?
Yes
May be
No
6. What according to you is the most effective way of gaining attention of travellers when
adverting on social media?
Posting travel information
Flashing of images
Posting video
7. What is the major limitation of advertising on Facebook?
Costly
Negligence of population
Lack of Control
8. Do you have access to Facebook?
Yes
May be
No
9. What according to you can be best marketing strategy for social media advertising?
Launching online campaign
2

Online buying and selling
Networking Events
10. How often do Thomas cook make use of social media advertising?
Always
Sometime
Rarely
Never
2.3 Record of data
Theme 1: Social Media Advertising is the best tool of digital technology
What according to you is the best tool of digital technology? Frequency
Social Media Advertising 12
Administration 2
E commerce 6
Theme 2: Yes, social media advertising is effective for tourism business.
Do you believe social media advertising is effective for tourism business? Frequency
Yes 10
May be 6
No 4
Theme 3: Promotion is the foremost benefit of social media advertising for Thomas Cook
What according to you are the benefits of social media advertising for
Thomas Cook? Frequency
Promotion 7
Creating Awareness 5
Offering online discounts 6
3

Competitive advantage 3
Theme 4: Facebook is the most effective social media channel for promotion of tourism
Activities?
What social media channel according to you is effective for promotion of
tourism activities? Frequency
Facebook 13
Instagram 5
Twitter 1
You tube 1
Theme 5: Yes, Facebook has assist Thomas Cook in managing growth and development.
Do you believe that use of Facebook has assisted Thomas Cook in
managing growth and development? Frequency
Yes 14
May be 4
No 2
Theme 6: Posting travel information is the most effective way of gaining attention of
travellers when advertising on social media.
What according to you is the most effective way of gaining attention of
travellers when advertising on social media? Frequency
Posting travel information 10
Flashing of images 4
Posting video 6
Theme 7: Negligence of population is the major limitation of advertising on Facebook
4

What is the major limitation of advertising on Facebook? Frequency
Costly 4
Negligence of population 11
Lack of Control 5
Theme 8: Yes, majority of students have access to Facebook
Do you have access to Facebook? Frequency
Yes 10
May be 6
No 4
Theme 9: Online buying and selling is the best marketing strategy offered by social media
advertising
What according to you can be best marketing strategy for social media
advertising? Frequency
Launching online campaign 7
Online buying and selling 8
Networking Events 5
Theme 10: Thomas cook make use of social media advertising sometimes.
How often do Thomas cook make use of social media advertising? Frequency
Always 4
Sometime 8
Rarely 6
Never 2
5

TASK 3
3.1 Evaluation techniques of research
Evaluating use of research technique is the practice in study which help the scholar in
choosing tool according to the objectives and aim of study. The choosing of alternative method is
based on the study and methodological tools implemented (Bragg, Roberto and Elbel, 2018).
Thus, in this study, the researcher is focused on evaluating impact of social media advertising on
Thomas cook the researcher conducted primary interview of which it is important for scholar to
determine the best assessment method from the following:
Formative: the formative research process that is been followed by the organisation that
involves the exploratory research process in order to get the suitable data and information related
to the research process. The formative research or data evaluation process will help in the
effective handling of the actions that will support the gaining of the proper and detailed gaining
of the insight or outlook about the identification of the problem and its solution process. Thomas
Cook Group will look after the better rise in the effective development of the research process
that will help in effective handling of the actions and meeting of the targeted aims and objectives
of the firm.
Summative: Summative research process will be followed by the organisation at the end
of research process and it will help in better rise in the knowledge that will support a good idea
about the measures that firm is required to take in order to improve its performance and gain a
good customer satisfaction level. The cited travel and tourism enterprise, Thomas Cook Group
will look after the better rise in the operational capability of the organisation and improve the
market performance in a better way.
3.2 Interpretation of results in accordance to research specification
The interpretation of collected data is based on response of 20 sampled students of
UKBC college. In accordance to their views the scholar will focus on framing assumption which
are as follows:
Theme 1: Social Media Advertising is the best tool of digital technology
6

As per theme 1, it has been determined that according to majority of students of UKCBC
college social media advertising is best and biggest advantage of social media advertising.
According to respondent it offers the easiest mode of targeting large population at one time.
Further, the students quotes that the scope of social media platform is not limited because there
are numerous tools can helps tourism company in connecting with travellers. However,
according to 6 students it has been demonstrated that there are people who believe that biggest
tool of digital advancement is E commerce as it allows online buying and selling (Gora and
Bauer, 2013). Apparently, it can be argued because social media advertising establishes direct
connection with buyers and promotes indirect buying and selling activities. Nevertheless,
according to 2 students administration is the use of digital techniques which helps in easy digital
recording and storing of information.
Theme 2: Yes, social media advertising is effective for tourism business.
7
Social Media Advertising
Administration
E commerce
0
2
4
6
8
10
12
14 12
2
6
Frequency
Yes
May be
No
0 2 4 6 8 10 12
10
6
4
Frequency

According to theme 2, it has been demonstrated that 10 student of college believes that
social media advertising is an effective tool for tourism business as it helps the firm in
connecting with travellers at online platform. It establishes easy mode of communication and
also assist the organisation in determining consumer response instantly with the launch.
However, 6 students were confused for effective of online advertising because the people
believes that there is population who do not have access to social media and therefore gets
neglected (.Chesher, Kaura and Linton, 2013). Apart from this 4 people were against social
media advertising for tourism business because according to these people the consumer access
social media for limited time and for specific purpose. Thus, as per the analysis it can be stated
that social media advertising is an effective tool but on the other hand it is important for the
tourism firm to launch advertisement on possible channels like social media, television, radio etc.
Theme 3: Promotion is the foremost benefit of social media advertising for Thomas Cook
As per theme, it has been identified that according to 7 travellers promotion is the biggest
advantage which comes up with the use of social media advertising. According to these
individuals it is important for Thomas Cook to make promotion commercial specific with regard
to travelling information. Apparently, as per 7 students online discounts by Thomas Cook is the
benefits which helps the organisation in attracting travellers because consumers are price
sensitive and minor discount in price attract buyers to visiting site and over view complete
8
7
5
6
3
Promotion
Creating Awareness
Offering online
discounts
Competitive advantage

information about travel plan. On other hand, as per the views of 5 students social media
advertising is internet marketing tool which assist the tourism organisation in creating awareness
among travellers about different travel deals according to changing seasons and travel plans.
Theme 4: Facebook is the most effective social media channel for promotion of tourism
Activities
According to theme 4, it has been demonstrated that according to 13 students of UKCBC
thinks that Facebook is the social media channel which is mostly use of Thomas Cook for its
marketing and promotional activities. These individual believes that Facebook enables firm to
target large population with one commercial across the globe. These people states that Facebook
provides easy access to advertisement and thee is considered as most prominent platform for
online marketing. Nevertheless, as per the views of 5 participants it has been denoted that
Instagram is most effective tool of social media advertising because it is new social media
channel ad majority of Facebook population has shifted to Instagram. However, the platform is
limited to images and videos and therefore there are millions of organisation who launch
advertisement on their page which is public that is can be viewed to all. Thus, as per response, it
can be stated that there are various social media channels offer different type of advertisement
technique in order to connect with travellers (Leamer and Storper, 2014).
Theme 5: Yes, Facebook has assist Thomas Cook in managing growth and development.
9
Facebook Instagram Twitter You tube
0
2
4
6
8
10
12
14 13
5
1 1
Frequency

As per theme, it has been evaluated that according to 14 students Facebook is the channel
which is assisting Thomas good in its successful growth and development because with the help
of commercial launch on Facebook the firm is able to connect with a million travellers at one
time. The students also shared his example where the boy quoted that the summer trips of
Thomas cook are viewed by him via Facebook because it is the source where the individuals able
to tracks discounts (Nyangwe and Buhalis, 2018). Apparently as per 2 respondent Facebook is
not the reason behind growth of Thomas cook because the individuals believes that there are
numerous people who have access to internet and social media but prefer tourism services of
Thomas Cook.
Theme 6: Posting travel information is the most effective way of gaining attention of
travellers when advertising on social media.
10
14
4
2
Yes
May be
No

According to theme 6, it can be concluded that 10 students believes that posting
information on social media platform is the most effective technique of promotion. With the help
of this strategy the firm is able to share travel plans and details of company. This is done b
organisation to seek consumer views and response on certain information. This minimizes the
risk of dissatisfaction. However, as per 6 travellers video are source of attracting consumers
because in this the viewers are able to understand the travelling plans because it is focused on
integration of information, images and services offered by tourism firm (Perreault and Mosconi,
2018). Thus, there were 4 students according to whom time frames flashing of images on social
media seems an effective plan of promotion because it makes viewers curious about the services
offered b company.
Theme 7: Negligence of population is the major limitation of advertising on Facebook
11
Posting travel information
Flashing of images
Posting video
0 2 4 6 8 10 12
10
4
6
Frequency
4
11
5
Costly
Negligence of
population
Lack of Control

As per theme 7, it has been analysed that according to majority of students that is 11 the
biggest disadvantage of social media advertising is negligence of population because there are a
million of people who have access to social media due to their personal reasons which limits the
promotion strategy of company. However, as per 5 respondents advertising on social media
restricts the control of company over commercial and sometimes its leads to negative publicity
die to negative consumer response which can be via feedback, comments and sharing of reviews
(Shaw, Blanning and Whinston, 2012). In addition, as per few students, it has been determined
that the major limitation of advertising on social media is cost investment because it is sometime
free and sometime very expensive and therefore investment on online promotion can be
uncertain to tourism business.
Theme 8: Yes, majority of students have access to Facebook
As per theme 8, it has been denoted that majority of people haves access to Facebook
which makes marketing plan of Thomas cooks successful but on the other hand there are
millions of people who use Facebook for limited purpose and uses Instagram and twitter because
according to theses respondents these social media channels are less time consuming in
comparison to Facebook. As per 6 respondents, it has been demonstrated that the individuals
uses Facebook for limited purpose because according to them checking inn to Facebook
consumes time as it connects with various application and pages altogether.
12
Yes May be No
0
2
4
6
8
10
12
10
6
4 Frequency

Theme 9: Online buying and selling is the best marketing strategy offered by social media
advertising
As per them 9, it has been analysed that best marketing strategy offered by social media
advertising is online buying and selling. Like as per 8 travellers, the travel advertisement on
social media provides direct access to online booking which makes easier for the consumer to
directly book tickets and travel scheme according to their convince. The interest of travellers in
secured via online buying because in this the students books schemes mid night or time of happy
hours when instant discounts are launched for limited period (Zha, Yang, H and Huang, 2018).
Apart from this, 7 consumers believe that launching online campaigns is the best marketing
strategy for tourism business offered by social media advertising.
Theme 10: Thomas cook make use of social media advertising sometimes.
13
7
8
5 Launching online
campaign
Online buying
and selling
Networking
Events

According to theme 10, it can be concluded that the tourism organisation Thomas Cook
makes use of social media advertising but sometimes because the student stated that there are
times of season when the individuals seeks for discounted schemes but are unable to connect
with firm. However, there were 4 people who stated that the firm launches' advertisement all the
time but is for limited period due to which the travellers are unable to know about changing
travel and schemes of organisation.
3.3 Recommendation
Social media recommendation to improve their online service they try to manage their all
social accounts and post their social contents timely. In the tourism industry firm use social
media differently to other tourism organizations. Firms updates their all places which Thomas
cook suggest their customers. The firm make sure content that they provide its effective and
respectful, they write contents on big block and post picture of all holidays tour so people aware
for the faculties which provide by Thomas cook-and other tourism organizations. Social media
mainly include network for use of conversations and sharing content. And also used to promote
their services which is provided to the customers. Tourism industry used social media to used
professional purpose and also protect for professional reputations. To more improve tourism
social media accounts, grim post video their holidays attractive places and also post video to
attractive that customer attracts with their firm holidays packages. To improve social media of
tourism they give discounts deals on their social media accounts and also updates review of
people and comments of people which already having Thomas cook holiday package.
14
Always
Sometime
Rarely
Never
0 1 2 3 4 5 6 7 8 9
4
8
6
2
Frequency

TASK 4
4.1 Poster
15

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