TASK 11 1.1 Research Project Outline Specifications
Added on 2020-10-22
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RESEARCH PROJECT
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Formulating and recording research project outline specifications......................................11.2 Identifying factors contributing to the process of research project selection........................31.3 Critical review of key references..........................................................................................31.4 Producing research project specification..............................................................................51.5 Providing appropriate plan and procedures for research specification.................................6TASK 2............................................................................................................................................72.1 Matching resources to research questions.............................................................................72.2 Undertaking proposed research investigation with research specification...........................82.3 Recording and collating relevant data...................................................................................9TASK 3..........................................................................................................................................123.1 Using ‘research evaluation techniques’ and appropriate type of evaluation for the research...................................................................................................................................................123.2 Interpreting and analysing the results.................................................................................123.3 Making recommendations and justifying areas for further consideration..........................21TASK 4..........................................................................................................................................224.1 Presenting outcome to audience by creating poster............................................................22CONCLUSION..............................................................................................................................22REFERENCES..............................................................................................................................23
Topic: To analyse the influence of social media marketing on consumer decision-making inTravel and Tourism Sector. INTRODUCTIONTechnology has become fruitful for travel and tourism sector. Present report deals withThomas Cook Group PLC engaged in travel business in UK. Report will analyse influence ofsocial media marketing on consumer decision-making and research objectives will be formulatedon the basis of it. Research proposal will be made and after that research implementation will beassessed. Furthermore, by collecting data from respondents, research outcome would be attainedand presented over the audience at the World Tourism Market, Travel Tech show, London Excel,November 2018. Tourism sector of UK is growth generator for economy. Social mediamarketing with channels such as Facebook, Twitter, Instagram and related platforms. On theother hand, research will be conducted on benefits of social media which influences theconsumer decision-making process. Thus, appropriate outcome of research will be carried out byanswering research questions by scholar.TASK 11.1 Formulating and recording research project outline specificationsTravel and tourism sector is one of the highest revenue generating sector in UK leadingto economic growth in effectual manner. The information produced on internet has muchinfluence on consumer decision-making process in order to plan their trip. Digital technology hascompletely changed the way for decision-making by customers as emergence of social mediaplatforms have increased interactivity with users. Social media marketing is a crucial tool inpresent scenario as younger generation spends much time on online platforms and communicateswith other. Concept of consumer behaviour on decision-making procedure have greater impacton company as digitisation has provided with useful insights in effective manner (What Is SocialMedia Marketing?. 2018). On each step through internet, traveller plans his trip and thenapproach to that organisation which offers lucrative packages and they make decisions thereof.Social media marketing has impact on traveller decision-making process and they plan their tripaccordingly. On the other hand, online reviews posted on social media platforms or on company'swebsite by previously visited customers have great impact on customers planning for a trip to1
desired destinations. In simple words, user-generated content has much influence over thedecision-making process. Social media provide easiest and most reliable source of information tobe given to customers which directly leads to effective and better decision-making by them in thebest way possible. Modern marketing through social media paves the way for reliable and cost-saving mechanism for organisation imparting benefits to not only to customers in the form ofpackages made available online but also saves lot of expenses incurred through traditionalmarketing. Present research project will be based on Thomas Cook Group PLC which ismultinational tourism giant and focuses on influence of social media marketing on consumerdecision-making process.Aim-“To analyse the influence of social media marketing on consumer decision-making inTravel and Tourism Sector. A study on Thomas Cook Group PLC”. Research Objectives-To identify factors of social media marketing influencing decision-making by consumersof Thomas Cook Group PLC.To analyse impact of social media marketing on consumer decision-making in ThomasCook Group PLCTo make recommendations to improve services of Thomas Cook Group PLC throughsocial media marketing.Research Questions Q1. What are the factors of social media that influence decision-making by consumers ofThomas Cook Group PLC?Q2. What is the best way to improve services of Thomas Cook Group PLC through social mediamarketing?Q3. Why social media has stronger impact on consumer decision-making process?Significance of studyThe importance of social media marketing has largely influenced customers in makingtravel decisions on online basis. The importance of study is to analyse how social mediamarketing has paved the way for marketing which was once done traditionally and involved hugeexpenses. Next is to assess whether expenditures are saved on the part of marketing by company.2
The study will be beneficial to organisation as a whole because useful insights will be gainedleading to attainment of stated marketing objectives.1.2 Identifying factors contributing to the process of research project selectionThe factors behind choosing this study are to provide deeper insight for gainingknowledge as social media marketing is largely influencing company's objectives in a better way.Another factor contributed to selection of this project is that how consumer relies on onlinereviews made by travellers and then plan a trip. Moreover, personal interests of researcher in conducting in-depth analysis of consumerdecision-making process in travel sector contributed for selecting this project. Feasibility ofstudy is determined as social media marketing has a direct impact on consumer decision-makingprocess and to analyse it, research project has been selected. Moreover, it will provide benefit to organisation as it could improve its services andfactors can be analysed by which customers' plan for trip through social media influence. Thesewere some of the factors contributed to project selection.Analysis will be provided with critical analysis where views of different authors will beprovides by which better understanding will get developed on social media importance for traveland tourism industry where people likes in sharing new experience. Social media marketing isimportant for this type of industry because people generally buys from brands they trust the mostand social media is the one which allow people to share experience of amazing qualities, sharepictures and videos by which helps in attracting more customers. These were some factors thatcontributed to project selection.1.3 Critical review of key referencesLiterature Review Theme 1- Analysing the concept of social media marketingAs per the view of Tuten and Solomon (2017), social media marketing is a process orconcept in which it uses social media platforms and websites, like, Facebook, Twitter, etc. topromote any services in the respective industry in order to achieve their target and objectives.Nowadays this is the most popular and best way to promote any product or service in the market.Social media marketing is very popular among youngster which contribute a lot in any businessorganization. Pfeffer, Zorbach and Carley (2014); demonstrated that, this social media marketingprocess can also have disadvantage as well, such as, it can make the process of marketing a little3
tough sometimes. As it is very difficult for the organization to make their employees friendlywith this method. This can affect their business activity a lot.According to Ashley and Tuten (2015), internet has impacted the society to a large extentthat without it, becomes difficult for them to communicate with each other by using social mediaplatform. There are various sources that is available in social media, for example, Facebook,Instagram, Twitter, etc. This can help the tourism sector to improve their performance by usingthese social media marketing for promoting their services in market. This can help them inincreasing their sales as well. Felix, Rauschnabel and Hinsch (2017) stated that, by using socialmedia platform for marketing purpose it can impact their negatively as well. There are variousfactors which are included in the social media marketing, for example, targeted consumers,which can help an organization to increase their business in their respective industry. Buildingrelationship with the targeted customers is very important for your business. This process helpsin delivering service very quickly as well. It is basically realistic and measurable goals toachieve. It becomes difficult for an organization to measure their success effectively. It alsogives less control as on social media platforms, multiple users can interact with a single piece ofcontent, which is a not a favourable condition for nay organization. Social media marketing cansometimes becomes very difficult for the employees of an organization as they are unable tounderstand the concept behind this process. Theme 2- Studying the impact of social media marketing on decision making process ofcustomersAccording to Minazzi (2015), for any industry it is very essential to maintain theircustomers rate at good level. This will help in increasing their business and enhancing theirperformance. This process is very useful in understanding the requirements and needs of thecustomers by analysing their nature. With the help of this social media marketing it makes theprocess of promotion very easy. By analysing the impact of social media marketing, it can helpan organization to attract more customers by putting some attractive and innovative on socialmedia platform. Leung, Bai and Stahura (2015) stated that, social media is a very huge platformto connect with the customer and to understand their nature as well. This can also be an optionfor the customers to post a complaint about any particular service or product. Due to this, it canaffect the decision making process of the customers, which can be both, in favour of theorganization or against them.4
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