Social Media's Impact on Travel & Tourism Marketing: A Comprehensive Analysis

This research delves into the transformative influence of social media on the travel and tourism marketing sector. It examines the impact of social media on various aspects of the industry, including customer perception, marketing strategies, and overall industry success. The study utilizes a comprehensive approach, incorporating both primary and secondary data analysis to provide a detailed understanding of the subject. The findings reveal the significant role social media plays in shaping the modern travel and tourism landscape, highlighting both its benefits and challenges.

How has Social Media transformed
Marketing for the Travel and Tourism
Sector?
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Table of Contents
Task 1...............................................................................................................................................3
1.1. Formulate and record possible research project outline specifications....................................3
1.2. Identify the factors that contribute to the process of research project selection.......................4
Merits of Social Media in marketing with respect to travel and tourism sector..............................5
1.3. Undertake a critical review of key references..........................................................................6
1.4. Produce a research project specification...................................................................................8
1.5. Provide an appropriate plan and procedures for the agreed research specification................11
Task 2.............................................................................................................................................13
2.1. Match resources efficiently to the research question or hypothesis.......................................13
2.2. Undertake the proposed research investigation in accordance with the agreed specification
and procedures...............................................................................................................................14
2.3. Record and collate relevant data where appropriate...............................................................22
Task 3.............................................................................................................................................23
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3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why?............................................................23
3.2. Interpret and analyse the results in terms of the original research specification (pie charts)
question investigation analysis......................................................................................................25
3.3. Make recommendations and justify areas for further consideration......................................35
Task 4.............................................................................................................................................36
4.1. Use an agreed format and appropriate media to present the outcomes of the research to an
audience.........................................................................................................................................36
Reference List................................................................................................................................37
Appendix........................................................................................................................................39
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Task 1
1.1. Formulate and record possible research project outline specifications
Aims of the research
The aim of the research would be the proper integration of relevant facts and statistics that
portrays the scheme of social media marketing in the travels and tourism sector.
Research objectives
The researcher has formulated certain objectives that will aid in the smooth execution of the
research work.
 To critically assess the impact of social media marketing on the dynamics of the tours
and travels industry
 To identify the recent trends that proves the impact of social media marketing on the
tours and travel marketing industry
 To critically review the pros and cons of social media on the tour and travel marketing
industry
 To analyse how social media influences consumer perception
Research rationale
The research emphasizes on the application of social media marketing with respect to the tours
and travel marketing sector. It also critically assesses the influences the influence of social media
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marketing on the diverse range of products and services offered by the tours and travel marketing
industry. The platform provided by the social media for the promotion of a diverse range of
products can be measured and critically reviewed by the researcher. This also portrays the
researcher that critically analyses the significance of the research. The significance of the social
media marketing can also be critically analysed through the critical review of the pros, cons
operating in the marketing sector of the tours, and travels industry. The study will shed light on
the influence of social media marketing and the significance of the medicine in the dynamics of
the market. It will show the impact of the social media and the various ways it has benefitted the
tours and travel industry.
Research questions
The researcher has critically integrated the following research questions below:
 What is the impact of social media marketing on the tours and travels marketing
sector?
 What are the recent trends that have had an impact on the dynamics of the tours
and travel industry?
 State the pros and cons of social media marketing on the tour and travel marketing
industry?
 How is consumer perception influenced by the tours and travel marketing
industry?
1.2. Identify the factors that contribute to the process of research project selection
Social Media marketing plays an integral role over the dynamics of the travel and tourism sector
(Gretzel et al., 2015). In the present era, travel and tourism sector has witnessed a diverse change
in its marketing schemes due to the incorporation of social media (Rogers, 2015). The presence
of Social media has provided immense opportunities to the travel and tourism companies. It has
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presented a diverse platform for the advertisements of marketing its products and services and
the attainment of excessive lucrative gains for the tour operating industries. Travel and Tourism
industries have witnessed huge profit margins with the integration of social media channels to
market their products and services. The research critically reviews the significance of social
media marketing over the tours and travel-marketing sector. It will provide a critical analysis on
the significance of the tours and travels marketing sector. The research will now provide a
critical evaluation on the application of Social media for the tours and travel marketing sector.
Merits of Social Media in marketing with respect to travel and tourism sector
With the integration of social media over tours and travel marketing the marketing procedures
have witnessed a global change and a boost in its online reviews. It has increased the visits of
viable customers to the social channels that market the product thus increasing customer base.
The presence of social media marketing has further enhanced the accessibility of the products or
services that are channelized to potential customers all over the world thus boosting the
recognition of the industry.
Demerits of Social Media in marketing for Travel and Tourism Sector
The inculcation of social media marketing for the tour and travel sector has increased the
possibilities of negative and rife feedbacks on a social platform.
It can also result in consequences related unethical behaviour from customers on a global arena.
Taking in consideration, these factors and critical review on the use of social media can affect
the growth of the research project and influence its behaviour on the marketing for travel and
tours industries.
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1.3. Undertake a critical review of key references
In the present era, social media has played a dominant role in the operation of the major
industries. The tours and travel marketing sector also integrates the use of the social media for
the marketing schemes that is beneficial for the promotion of the particular brand or service by
the marketing industries (Ramanathan et al., 2017). This is beneficial for the tour and travel
industry for the smooth execution of the marketing industry. In the words of Ashley, (2015)
social media marketing has been beneficial in the provision best marketing strategies for the use
of promotion and brand recognition. Social Media marketing has been helpful in boost of
customer base for the tours and travels marketing sector. This platform has been integral in the
portrayal of discounts offers and effective guidelines offered by the company. This platform has
also been useful in the integration of travel marketing and the influence of consumer perception.
With the integration of this technology, the travel and tourism field has been highly influenced as
it has witnessed an increase in its market sales. Social Media marketing can also influence the
customers to behave in a particular manner. With the increase in market targets, customer base
and provision of innovative taglines, it plays a major role in influencing the marketing sector of
the tour and travel industry.
As opined by Horner, (2016) there are recent trends that portray the significance of the social
media marketing on the tours and travel industries. With the integration of trends like Digital
marketing, it has been possible to address the major issue that plays a pivotal role in influencing
the customers. As stated by Vogel, (2016) with the birth of digital marketing the marketing
sector in the tours and travel industries have been able to effectively able to procure the lucrative
gains for the tours and travel industries. The social media is applied as a catalyst in the operation
of the marketing schemes provided by the marketing sector. With the rise in the trend of
digitalisation the tour and travel industries have been to target viable customers for the increase
in their customer base. The tours and travel companies are also able to effectively interact with
the customers who are in search of relevant information for their industry. Online interaction
proves to be significant for the smooth execution of the tours and travel industry market. The rise
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in the trends of providing online brochures and feedbacks has also been integral for the smooth
execution of the company.
As stated by Grant, (2016) although, social media marketing has been beneficial for the smooth
and timely promotion of the services and products passed by the tours and travel industry, it has
been subjected to pros and cons that govern the dynamics of the marketing industry. The pros
and cons of the social media marketing can have a huge impact on the tours and travel marketing
industry by lowering. The positive drawbacks that govern the dynamics of the social media
marketing industry are mainly the increase in the customer base, relevant information portrayed
on the tours and travel industries, feedbacks received by online users on a global arena. The
application of the social media has been able to grasp a number of users who are keen on the in-
outs of the marketing schemes provided by the industries. The drawbacks on the integration of
social media marketing on the industries are that there are a diverse number of online users, who
hurl out their negativity on the dynamics of the market sector. The social media market could
also be exposed to a number of violent threats and negative feedbacks that can have an impact on
the dynamics of the marketing industry in the end.
As stated by Tsaur, (2017) consumer perception plays an instrumental role in influencing the
dynamics of the tours and travel market industry. Consumer perception is termed as the critical
analysis of consumer behaviour on the sale of products and services in the market. The travel and
tourism industries are also affected by the change in the behavioural ethics of the consumer who
are the main target of the travel industry. The travel and tourism industry targets a number of
tourist travellers who are in pursuit of venturing to new destinations. The social media plays a
significant role in the process of promoting the destination of the marketing strategies of the tour
and travel industries. It influences the decisions made by the tour industries by the integration of
viable taglines and suitable offers that could attract the consumer to venture into the travel
company. With the application of the social media marketing, the customers are influenced to
purchase products and services for the lucrative gains of the company. However, it has been
proved to beneficial for the attainment of a wider customer base in the global arena. Therefore,
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by the portrayal of various services by the tour and travel industry, the social media becomes a
catalyst in the influence of consumer perception.
1.4. Produce a research project specification
Research Philosophy
The application of a research philosophy plays an integral role in the smooth and timely
execution of a research project (Babin, 2015). The research philosophy is integrated to procure
authentic results for the research work. The research philosophies are integrated into three sub
categories mainly; positivism, Interpretivism and the descriptive approach. The application of
these approaches ensures the smooth and timely execution of the research project and procures
relevant data. Positivism approach emphasizes on the dependence of data that govern the
dynamics of the research (Sekaran, 2016). Interpretivism approach ensures dependence on the
behaviour of the consumer and the thoughts and feelings involved in the integration of the
research project (Bryman 2015). The descriptive approach ensures the critical review of a
situation before assessing the factors that govern the dynamics of the research work. The
researcher has adopted the positivism approach for the relevant integration of facts and figures
that govern the dynamics of the social media industry in relation to the tours and travel
marketing company. This ensures the compilation of correct data in the process of the research
work through the integration of famous scholars who have applied the use of facts and data
regarding their project work.
Research Approach
The research approach plays an integral role in the initiation of a successful research work and
also plays an important role in the smooth execution of the work by the integration of inventive
and creative ideas. The research approach comprises of the chiefly of the Inductive Approach
and Deductive Approach. These are used to garner relevant facts regarding the dynamics of the
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research work. The Inductive Approach emphasizes on the use of fresh and novel ideas for the
research work. The Deductive Approach emphasizes on the application of existing data’s and
theory for the smooth operation of the research work. The researcher adopted the use of the
deductive research approach to authentically integrate the success of the research project.
A Gannt Chart will be provided to portray the effective timeline of the research work
Record of the important activities
that were carried out.
Week 1
and 2.
Week 3
and 4.
Week 5
and 6.
Week 7
and 8.
Week 9
and 12.
Week 13
and 15.
Selection of Research Topic
Secondary Data Compilation
 
Making of the Research
Framework
Critical Literature review
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Research Strategy
Choice of research techniques to
cover research statement.
Primary data Compilation
Detection of the compiled data
and analysis.
Conclusion
Making a Rough Draft
Research Submission.
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1.5. Provide an appropriate plan and procedures for the agreed research specification
Research Essentials Research items used for the execution of the
research project.
The Research Philosophy applied for the
research.
Positivism research philosophy.
The method of Data collection Primary Data Collection.
The integration of the research approach used
for the research work.
The Deductive research approach has been used for
the process of the research project.
The integration of an appropriate research
design that has been used for the project.
The Exploratory research has been applied.
Integration of Sampling Techniques. The probability sampling technique has been used
for the smooth execution of the research work.
The researcher has applied the use of the exploratory method to execute his work in a smooth
and timely manner. This is valuable in the collection of viable and relevant information
regarding the dynamics of the work.
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Ethical considerations.
There are various methods that are used for the proper integration of the research work. The
ethics that are integrated in the process of the research work are for the participants who are
involved in the integration of the research work. The ethical consideration ensures that all the
participants are not forced to participate in the process of the research work. Third party
members of the research project do not manipulate their answers. The researcher also ensured the
safe delivery of the questionnaires that were conducted during the process of the research work.
The researcher was careful not to disclose anything regarding the personal data of the
participants. However, disclosing the information regarding the personal data of participants can
lead to the violation of privacy on the path of the individual. Therefore, the researcher should
inculcate various ethics in the smooth execution of his research work.
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Task 2
2.1. Match resources efficiently to the research question or hypothesis
The information was collected on the basis of a Primary Data Collection for the requirement of
the research project.
Stated Objectives Relevant Sources
1 to 4. Ramanathan, U., Subramanian, N. and Parrott, G.,
2017. Role of social media in retail network
operations and marketing to enhance customer
satisfaction. International Journal of Operations &
Production Management, 37(1), pp.105-123.
Ashley, C. and Tuten, T., 2015. Creative strategies
in social media marketing: An exploratory study of
branded social content and consumer
engagement. Psychology & Marketing, 32(1),
pp.15-27.
13

Horner, S. and Swarbrooke, J., 2016. Consumer
behaviour in tourism. Routledge.
Vogel, H.L., 2016. Travel industry economics: A
guide for financial analysis. Springer.
Grant, R.M., 2016. Contemporary strategy analysis:
Text and cases edition. John Wiley & Sons.
Tsaur, S.H. and Teng, H.Y., 2017. Exploring tour
guiding styles: The perspective of tour leader roles.
Tourism Management, 59, pp.438-448.
2.2. Undertake the proposed research investigation in accordance with the agreed
specification and procedures.
Q1. Specify your age
Options Number of responses Percentage of Total number of
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respondents respondents
19-26 40 40% 100
27-34 30 30% 100
35-42 20 20% 100
43-50 10 10% 100
Q2. Specify your gender
Options Number of responses Percentage of
respondents
Total number of
respondents
Male 50 50% 100
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Female 30 30% 100
Others 20 20% 100
Q3. How frequently do you use the social media for general information?
Options Number of responses Percentage of
respondents
Total number of
respondents
Very frequently 34 32% 100
Frequently 30 30% 100
Moderately 22 22% 100
Sometimes 10 10% 100
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Never 3 3% 100
Q4. Do you generally browse through social media in search of different tour operators?
Options Number of responses Percentage of
respondents
Total number of
respondents
Yes 50 50% 100
No 20 20% 100
Sometimes 30 30% 100
Q5. How efficient do you think social media to be in a travel and tourism context?
Options Number of responses Percentage of Total number of
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respondents respondents
Very efficient 50 50% 100
Efficient 35 35% 100
Somewhat efficient 12 12% 100
Not at all efficient 3 3% 100
Q6. Have you ever visited a tour operator’s website after having seen it on social media?
Options Number of responses percentage of
respondents
Total number of
respondents
Yes 56 56% 100
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No 32 32% 100
Maybe 10 10% 100
Never 2 2% 100
Q7. Which of these aspects have been affected the most because of social media? (From a
tourism perspective)
Options Number of responses percentage of
respondents
Total number of
respondents
Security 34 34% 100
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Marketing 44 44% 100
Exposure 10 10% 100
Feedback 12 12% 100
Q8. “Ways through which the travel industry marketed its products and services has changed
majorly over the years.” How much do you agree with this statement?
Options Number of responses Percentage of
respondents
Total number of
respondents
Highly agree 29 29% 100
Agree 35 35% 100
Neutral 1 1% 100
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Disagree 32 32% 100
Highly disagree 3 3% 100
Q9. Would you consider information on the travel and tourism sector, received through
social media credible?
Options Number of responses Percentage of
respondents
Total number of
respondents
Yes 45 45% 100
No 30 30% 100
Maybe 24 24% 100
Never 3 3% 100
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Q10. How successful has social media marketing been for the tours and travel industry?
Options Number of responses Percentage of
respondents
Total number of
respondents
Highly Successful 34 34% 100
Moderate successful 44 44% 100
Not Successful 19 19% 100
Neutral 3 3% 100
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2.3. Record and collate relevant data where appropriate.
The survey was conducted in the form of a questionnaire that was valuable in the inculcation of a
critical understanding on the topic of the research work. This proved to be beneficial for the
process of the research work. With the Primary Analysis the questionnaires can be derived that
there were various that were derived.
Demographics
There were an appropriate number of males and females that were garnered for the inculcation of
the research. It was deduced that were a number of individuals who were between the ages of
19 -30. It was found out those individuals who were integral for the smooth execution of the
research work. The survey also included the Trans gender community that proved to be helpful
for the questionnaire.
Impact of the Social Media Marketing on the Tours and Travel Marketing Industry.
According to the Primary Analysis that was initiated by the members it was formulated that the
number of individuals who took the questionnaire regarding the dynamics of the tours and travel
industry had a wider and diverse range. The dynamics of the social media can be attained by the
proper integration of the marketing schemes for the smooth execution of the market.
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Task 3
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation
(formative or summative) is more appropriate for your research? Why?
In order to conduct an authentic research survey it is very significant to choose an accurate
choice on the research design. The research design is instrumental in the collection and
compilation of relevant data related to the project. The research design technique is beneficial for
the assortment of collected data that works in accordance with the project. The researcher is
responsible for the choice of an authentic research design technique that aids in the process of the
research work. The authenticity of the research work depends on the choice made by the
researcher and also provides an integral framework for the establishment of the stated aims and
objectives of the respective project. With the application of an authentic research design, the
different strata’s related to the study is critically reviewed in a consistent way. Research Designs
are categorised into different sections mainly; Descriptive Research Design, Exploratory
Research Designs and Explanatory Research Design. These designing techniques are used for
the authentic work of the research and to produce relevant data. The descriptive research design
emphasizes on the use of conjecture to attain compulsory information. This research design is
also used to access the number of participants related to the research in a precise method.
The Explanatory research design is used for the authentic integration of ideas and assumptions
related to the research work. It also explores the cause and effect between the kinds of questions
that are essential for the research. It also establishes an accurate association between different
variables that have been incorporated for the research. The exploratory research design is used
for garnering information in relation to the entire research work. It is used to recognise the
current situation that exercises in the field of the research work. The use of these research
designs makes it authentic in the application of the work and to develop an integral framework.
This research work made the use of the exploratory research design technique for authentic
management of the research work. This technique is used to foster the growth of the research
with the inculcation of current statistics and data related to social media marketing in the travel
24

and tourism sector. The research work uses critical review and evaluation techniques for the
proper growth of the research work. The techniques that have been used for the research are the
primary data analysis and the secondary data analysis. These data collection methods were
proven to be beneficial for the growth and development of the research.
Primary Data analysis integrates the use of bars and graphs to specify the main concern related to
the research work. It is also used by the researcher to compile authentic data collection
techniques in relation to the mentioned work. The pie charts and bar graphs are used by the
researcher to critically review the various inconveniences associated with the research work. It is
used by the researcher to attain a clear perspective on the research work. The Secondary Data
Analysis is applied to effectively comprehend the research work in a proper manner. This portion
of the analysis integrates the use of a critical literature review on the problem of the work. It is
used to critically review the significance of the research work. Therefore it is very significant for
the research work to be conducted in ease with the integration of a research data. The researcher
makes the use of these techniques to foster the growth of the work and to provide authentic data
techniques to the research work. These research evaluation techniques are very useful for the
smooth execution of the research work and for the growth of the research work.
3.2. Interpret and analyse the results in terms of the original research specification (pie
charts) question investigation analysis
Q1 Analysis on the age of respondents
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40%
30%
20%
10%
Age of Respondents
19-26 27-34 35-42 43-50
Figure 1: Age of the respondents
The survey critically analysed the age of the respondents and deduced that the number of
respondents that were aware about the social media marketing were around the ages of 19-27 due
to the dominance of the social media platform among the young individuals.
Q2. Analysis on the gender of respondents
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50%
30%
20%
Gender of the Respondents
Male Female Others
Figure 2: Gender of the Respondents
After the survey it was deduced that the number of people who indulged in the matter of social
media marketing was males and a moderate number of females with a considerate number of
others who were aware about the dynamics of social media marketing.
Q3. Analysis of use of social media for general purposes.
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34%
30%
22%
10%
3%
The frequency and use of Social Media
Very frequently Frequently Moderately Sometimes Never
Figure 3: The frequency and use of Social Media.
After a critical review on the application of social media for by the general participants it was
discovered that there were a moderate of 35% users who indulged into the social media
dynamics.
Q4. Analysis on the derivation of information regarding tour industries through the social
media.
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50%
20%
30%
Percentage of people who used the social
media to attain relevant information
regarding the tour and travel industry.
Yes No Sometimes
Figure 4: Percentage of people who used the social media to attain relevant information
regarding the tour and travel industry.
The survey critically assessed the application of social media to gain relevant information
regarding the tour operating industry. It was deduced that there were more number of
participants who had made the use of social media to gain relevant information regarding any
respective tour operating industry.
Q5. Analysis on the Efficiency of Social Media
29

50%
35%
12%
3%
Very efficient Efficient Somewhat efficient Not at all efficient
Figure 5: Efficiency of Social Media
The survey was conducted to critically assess the efficiency of social media in relation to the
tours and travels industry. It was deduced that the number of people who found that the social
media was efficient a high number of people. However, social media marketing has proved to be
efficient in its dynamics
Q6. Analysis on the number of visits to the social media website to attain information
regarding tours and travels industry.
30

56%32%
10%
2%
Yes No Maybe Never
Figure 6: Percentage of participants who use social media to attain information regarding the
tours and travels industry.
The survey was conducted to assess the number of participants who made the use of social media
to attain relevant information regarding the tour and travel industry. It was deduced that there
were around 56% of participants who visited the website for information.
Q7. Analysis on the impact made by social media on the tours and travels industry.
31

31%
40%
9%
11%
9%
Impact of social media on the aspects of tour
and travels industries.
Security Marketing Exposure Feedback Options Security Marketing
Figure 7: Impact of social media on the aspects of tour and travels industries.
The survey was conducted to portray the number of services that were impacted by the inclusion
of the social media marketing. It deduced that there were a majority of the marketing sector that
had a positive impact due to the social media marketing.
Q8. Analysis on the impact of social media marketing on travel industry market products.
32

29%
35%
1%
32%
3%
Impact of social Media on tours and travel
industry marketing.
Highly agree Agree Neutral Disagree Highly disagree
Figure 8: Impact of social Media on tours and travel industry marketing.
The survey portrays the impact of social media on the marketing capacity of travel and industry
products. This shows that 35%of the market are under the positive control of the tours and travel
market. This also shows
Q9. Analysis on the credibility of the information attained on Social Media.
33

44%
29%
24%
3%
Credibility of the information received on
Social Media regarding tours and travel
marketing.
Yes No Maybe Never
Figure 9: Credibility of the information received on Social Media regarding tours and
travel marketing.
This survey shows the percentage of people who depend on the use of social media to derive
relevant information on the tour and travel marketing sector. It was derived that the total
percentage of people were around 50% of the population who depended on the social media
websites to attain relevant information.
Q10. Analysis on the success of the tours and travels marketing industry after the use of
social media marketing.
34

35%
45%
20%
Success of the Social Media marketing on the
tours and travel Industry.
Highly Successful Moderate successful Not Successful
Figure 10: Success of the Social Media marketing on the tours and travel Industry.
The survey clearly illustrates the significance of social media marketing on the tours and travels
marketing industry. The success rate is 45% as illustrated and can be improved by the inculcation
of better marketing strategies for the near future.
35

3.3. Make recommendations and justify areas for further consideration
After the successful assessment of the research work, it was deduced that there were a number
of people there were involved in the operation of the tour and travel industry. The influence of
the social media marketing had an immense impact on the growth of the market. It was deduced
that a lot of recommendations could polish the dynamics of the market. However, according to
the survey the number of individuals who were aware about the dynamics of the social media
marketing. The tour and travel operating industries can enhance the operation of their market by
innovating their services at a social platform. They could work on their feedbacks and increase
their customer base by the incorporation of a number of methods and techniques that could help
in the procurement of lucrative gains for the tour operating industries. The tour operating
industries can also prep up their social media marketing through the integration of awareness and
market recognition amongst the channel. This could be useful in the provision of better services
and also through incorporating creative and preppy taglines for their respective industry. They
can promote their respective service through the incorporation of various strategies that could
benefit the viable customers in the long run. Social Media marketing for the tours and travels
industry can also be enhanced by the integration of critical recruitment of people who are hired
for the service. This could make the market more productive and efficient in its approach and
prep up the tour industry.
36

Task 4
4.1. Use an agreed format and appropriate media to present the outcomes of the research
to an audience
37

Reference List
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Gretzel, U., Sigala, M., Xiang, Z. and Koo, C., 2015. Smart tourism: foundations and
developments. Electronic Markets, 25(3), pp.179-188.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations
& Production Management, 37(1), pp.105-123.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events(Vol. 14). Routledge.
38

Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Tsaur, S.H. and Teng, H.Y., 2017. Exploring tour guiding styles: The perspective of tour leader
roles. Tourism Management, 59, pp.438-448.
Vogel, H.L., 2016. Travel industry economics: A guide for financial analysis. Springer.
39

Appendix
40