Social Media Marketing Impact

This research project examines the impact of social media marketing on customer decision-making in the UK travel and tourism sector, focusing on TUI. It analyzes trends, factors influencing customer decisions, and the role of social media marketing in influencing TUI consumers' purchasing decisions. The project includes a literature review, data analysis, and recommendations for TUI to enhance its social media marketing strategies. Desklib provides past papers and solved assignments for students.

Research Project

Table of Contents
TASK 1............................................................................................................................................3
Research background:.................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................4
Research Questions:....................................................................................................................4
Research Rationale......................................................................................................................4
Significance.................................................................................................................................4
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................7
TIME LINE......................................................................................................................................8
TASK 2............................................................................................................................................9
TASK 3..........................................................................................................................................11
RECOMMENDATION AND CONCLUSION.............................................................................19
CONCLUSION.........................................................................................................................19
RECOMMENDATION............................................................................................................19
TASK 4..........................................................................................................................................20
REFERENCES..............................................................................................................................21

Research Proposal
TASK 1
Topic: “To investigate the impact of social media marketing on customer decision-making in
the context of UK travel and tourism sector: A study of TUI”.
INTRODUCTION
Research background:
With the beginning of 21st Century the digitization had started to crawl to make its path in
the marketing trends. There has been a digital revolution in the filed of marketing as the old
school practices are now obsolete or less used over the digital marketing. One of the important
Platform in digital marketing is the social media. Information available on various social media
platforms provides the data to consumers about tourist destinations and services provides and list
of the things that excites modern day travellers.
In this research project detailed analysis of impact social media marketing have of the
buying decision of the consumers is travel and tourism sectors will be carries on in context of
TUI. The organization is the largest group in providing the services of leisure, travel and tourism.
In the present era the holidaymakers and technological advances have increased the personalized
take off. The business provides personal services, hand-pick the hotels, make the experience of
the consumers tailor made and provides cruise line services as well (Garrido-Moreno and
Lockett, 2016). This research project will get an insight over the decision-making process of the
consumers of TUI getting influenced and affected by the social media marketing.
In this research project the inclusion are research aims, objective and question. The
rationale and significance of the research topic is presented. A literature review critically
analysing the aspects of research objective and questions. The research methodology presents the
types, approaches, philosophy and the methods of data collection both primary and secondary. In
the past part of the research project data so collected is analysed to research to a set of outcomes.
With this the projects if concludes and recommendations are provided.
Aim
“To analysis the effect social media marketing have on the consumer decision making in context
of Tourism Union International (TUI)”.

Objectives
 To identify the trend of social media marking in travel and tourism sector In UK.
 To assess factors that impact customer decision-making in travel & tourism sector in UK.
 To determine role of marketing on social networks in influencing the buying decision of
TUI's consumer.
 To recommend unique approaches that TUI can use to influence buying behaviour of
consumers.
Research Questions:
1. What are the trend of social media marking in travel and tourism sector In UK
2. What factors impacts buying decision of consumer of in travel & tourism sector in UK?
3. What role does marketing on the social networks plays in influencing the purchasing
decision of TUI consumers?
Research Rationale
The digital technology and social media marking is the key interest ares of the scholar
and this influenced the researcher to select this research topic. For being working in the travel
and tourism sectors for a time of 2 years as part-time job the research have developed an insight
over the influencing powers of the marketing on the social media platform of the consumers and
how it directs their action and decisions (Kolb, 2017). The theme of the research being an
interest area of the researcher influenced the decision to select this research topic and will assist
in completion of this research project effectively and efficiently. The online advertisement on
social media across travel and tourism sector is wide spread in TUI and with this research is
aimed at finding the factors that directly influence the decision of consumer to take the services
from the organization the research have a keen interest in determined the potentiate of social
media marketing directing the decision of TUI customers.
Significance
The present research projects is aims at finding out the effects of social media marketing
over the buying behaviors of the costumers in context of TUI. The TUI is largest organization in
travel and tourism sector. The preset tine being a digital era and a study of one if factors on the
largest travel company of the world, definitely will be helpful to those who are studying the
effect of destination, the research will assist the future scholar as they can refer it to know the
trends and effects. Moreover, This will also aid the writing the research, articles and journals to

the authors and bloggers to determine the current trends and effects of social marketing on the
buying decision of the consumers.
LITERATURE REVIEW
The literature review of this research projects present the trends of social media
marketing in the travel and tourism sectors of UK. With this the factors that impacting the
decision making of consumer in this sector of UK are critically reviewed. The roles marketing
plays on social netbooks in influencing the decision of consumer of TUI is also reviewed. This is
done by presetting the views, opinion and perceptions of different authors on the points outlined
above.
Theme 1: The trend of social media marking in travel and tourism sector In UK
As per the views of the Roque and Raposo (2016) online social sites are the most popular
site on the internet at the present time. The second generation of services which are based on the
web are characterized by consumer generated content. In the new digital ear of the marketing,
little communication is known to be effective. The social media interactions with the tourism
brands affect the consumers thinking and their mind set about various brand in this sector. The
marking on Scotia media influence the desire of the consumers with potential engagement and
collaboration with them. Through the social media markets can gain rich, unmediated consumers'
insight with a facet pace and foster their loyalty through networking.
On the contrary the author Hudson and et.al., (2015) is of the view that social media now
has more influence over the travellers decision-making. More than 50% of the travellers in from
UK, US, Australia and Canada make their decision and travel plans by getting influenced form
the promotions and deals on social media. Many of the travel brands are adapting the marketing
strategies in line with the behaviours of the travellers (Tourism industry statistics for 2018 and
beyond, 2018). Almost 61% of the marketing budget is spent on the digital advertisement
nowadays. 55% of the traveller have a tendency to like at least 1 Facebook page which is related
to trips and planning. 83% of the traveller have mind set to travel with the brands that give more
personalized experiences.
Theme 2: Factors that impact customer decision making in travel & tourism sector in UK
The Khan and Callanan (2017) have an opinion that the decision-making process of the
consumer involves critical thinking of what they want, what they see and what is being offered to
them. One of the key factors that provoke the decision of the traveller is related with getting a

trip to desired destination under an affordable package plan. The brands which offer
personalization services and market them of the social media platforms directly influence the
decision-making of the travellers. In addition to this the decision of the consumers under the
travel and tourism industry is directly linked with what they see as under digital marketing as
present is time of digitization. This means the marketing through attractive and persuading
factors directly effect the decision-making of traveller.
Conversely, Xiang, Magnini, and Fesenmaier (2015) is of the view that Consumer
behaviour is one of the most vulnerable and changing concept areas in tourism. The taste,
preferences, habits are some factors that guides the decision-making of the consumer. The
changes this factors results due to changes in trends and by the promotions that see online on
various platform of social media. The promotions consist about the travel plans and designation
person travel to along with the package deals. A traveller by seeing all this gets influenced to
make a plan to go on holidays as the promotion influence their willing to go on a tour.
Theme 3: The role of marketing on social networks in influencing the buying decision of
TUI's consumer.
According to Garrod and Fyall (2017) social media have changed the fundamental of
communication parameters to their target demographics. With change in time travel and
hospitality sector in particular the rise of the internet and increased popularity of social channels
has altered the travel marketing. On then various social networking sites various tourism brands
highlight exciting package deals which can influence the interest of the travellers. Facebook
pages and group attracts the attention of travel enthusiasts along with creation of online
discussion forums to exchange views about different tourist destinations. Through this online
networking site signifiant information related with travels plans and destination flows from the
tour operators and brands directly to the consumers so that they can make informed decision by
getting persuaded by such promotions and make a decision.
On the contrary Pyke and et.al (2016) is of the view that one need inspiration to plan a
holiday trip and check out the amazing holiday trips and destinations from the ads published on
various platforms of the social media, specially the social networking sites. The online
conversation is made tourism companies through Facebook, twitter and Instagram and provide
overwhelming holiday travel plans. Online travel agencies include a list of popular review sites
having detailed information of hotels, tour packages and travel destinations that are popular

among travellers. Social media offers an opportunity to share travel experiences with near and
dear ones and this directly influence the decision-making process of the TUI consumer to make a
plan to go on holidays.
RESEARCH METHODOLOGY
Research Type: is of two types qualitative and quantitative. The research type selected
for this research project by the researcher is qualitative one. This is chosen with a view of
carrying out a systematic inquiry in to the social phenomenons on the digitization in form of
social media marketing over the decision-making process of the consumer.
Research approach and philosophy: The research approach chosen for this research
project is inductive. This is selected because this approach is the best suitable for conducting
qualitative research. The research philosophy elected is interpretsim philosophy. The rationale
behind this can be explained as this is best for investigation of the data and information collected
under the qualitative research.
Data collection: For this present research project the data is collected from both primary
and secondary source. Under the primary one data is collated thorough the questionnaires which
are filled in by 15 consumers of the TUI (Li, Pearce and Low, 2018) . The secondary data is
collected thorough the books, scholarly articles, journals of the authors and researcher who have
studies the consumers behaviors in context of changing mark ting trends and effect of social
media marketing on their buying decision.
Sampling: the samples for this research have been selected as the 15 of the consumers of
TUI. They are selected through random sample techniques method. Under this non probabilistic
method is selected so that each person from the sample data have full chance of being selected.
Data analysis: of the data and information collected through primary and secondary
sources is carried out through the thematic approach. In the each of the question is converted into
theme and the outcomes are interpreters in tabular and graphical manner.
Ethical considerations: for the presenter research project can be stated that all the
respondents are given complete information about the research and the purpose of this for taking
their consent to fill in questionnaires. They are being defines the use of the research and with
maintaining their privacy and personal information confidential.
Reliability and validity: the reliability of this research can be stated with setting the
authenticity of the data so collocated to reach efficient outcomes. The data so collected is true

bad correct this was taken after establishing a rapport with the respondents and selection of
correct words and building up power relation between the respondents and researcher.
The validity of the research project can be explained as non-presence of bias of
researcher as well as respondents and reactivity of the consumers filling in the questionnaire. All
the three factors of the validity have been completely taken care off.
TIME LINE
Duration: (31st May 2019-30th July 2019)
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Research topic selection 3 days Fri 5/31/19 Tue 6/4/19
Auto
Schedule
d
Developing brief proposal 4 days Wed 6/5/19 Mon 6/10/19 1
Auto
Schedule
d
Secondary data collection
from books, journals and
scholarly articles
4 days Tue 6/11/19 Fri 6/14/19 2
Auto
Schedule
d
Selection of research
methods 2 days Mon 6/17/19 Tue 6/18/19 3
Auto
Schedule
d
Drafting questionnaire
which helps in extracting
suitable information about
the extent to which social
media marketing has an
impact on customer
decision making
5 days Wed 6/19/19 Tue 6/25/19 3,4
Auto
Schedule
d
Primary data collection
via sending questionnaire
to 15 customers of TUI
7 days Wed 6/26/19 Thu 7/4/19 5
Auto
Schedule
d
Arranging dataset in a
structured format 4 days Fri 7/5/19 Wed 7/10/19 6,3
Auto
Schedule
d
Analyzing data set 5 days Thu 7/11/19 Wed 7/17/19 7
Auto
Schedule
d
Concluding findings and
giving recommendations 4 days Thu 7/18/19 Tue 7/23/19 8
Auto
Schedule
d
Doing proper formatting
of report 3 days Wed 7/24/19 Fri 7/26/19 9

Auto
Schedule
d
Taking feedback and
doing modifications 1 days Mon 7/29/19 Tue 7/30/19 10
Auto
Schedule
d
Final submission 1 day Wed 7/30/19 Wed 7/30/19 11
TASK 2
Matching the resource efficiency to the research question

The current trends in the social media marketing is its usage for promotion of the
business. The tourism industry is huge and its have business of multi billion which involves
various activities. The social media has made a huge impact on tourism industry. The consumers
make engagement with the social networking sites to research the trips, make informed decisions
about their travels and share their personal experiences of a particular hotel, restaurateurs or the
airline.
Consumer behaviours is one of the most researched area in the field of tourism. The
decision made by a consumer over buying a thing depends on certain factors which includes
the needs, wants and the satisfaction level they want from the product of service they are willing
to purchase. the decision-making is also influenced by the what hay see from offer and
promotions made to them. In the present time most the use of social media is being made
effectively to offer consumer with the services, travel packages in the budgets they want.
For most of the business owners and marketers social media marketing is of key
importance. Through the marketing on the social media platforms the businesses create the
brand awareness, manage the website traffic and enhance the fan engagement. Through various
studies it have been seen that it is more accurately a channel through which the content is easy
to spread and it have a inherent ability to make people acting a very specific ways that are
positive to the businesses. the studies have shown media affect consumers from different age,
ranges and races. There is lot of variances among demographics on how much the social media
affects consumer behaviour by the use if internet, the types of the dives used and how the
information is being grasped and understood by the consumers.
Undertaking the proposed research investigation in accordance with agreed specification
and procedure
Sample of the questionnaire and interview
The data for the present report is collected through the questionnaire method. This is
considered to be the appropriate method for data collection over the changing behaviour of the
consumers in travel and tourism sector through social media marketing. This method have
allowed the researcher to review the information collected through questionnaires. The
responses have enabled the researcher to improve the data contradictions. The responses are
taken from 15 of the consumers of TUI and the target population was the total consumers of the
TUI. The respondents are selected as consumers as they the one who avails the services of TUI

and they can exactly tell the to what extent social media marketing have affected their decision
making process.
Response taking designation
The researcher have personally contacted each of the respondent who are consumer of the
TUI. The respondent are given the information about the purpose of the filling in questionnaire
and the final use of the information. All the participant were asked for their convenient time to
fill in the questionnaire and for which all of the 15 consumer agreed to give responses on the
spot. All of the 15 consumers took 5-15 minutes to fill i the questionnaire.
Validity
Validity of the questionnaire is set out by settings one sample questionnaire and taking
responses form consumer on what that thought about the questionnaire and about the framework
of the questionnaire.
Strategy for filling in Questionnaire:
The questionnaire is being presented to the respondent, and they are given full and
correct information over the use of information being taken. After taking their consent the
questionnaire is being presented to them to give response to all 6 question.

TASK 3
Research evaluation technique: For the current research project summative research
evaluation techniques is followed. The reason behind selection of this particular techniques is
that the analysis of data has occurred at the end of the project. First the data has been collected
from both primary and secondary sources and then the same is recorded and finally evaluated.
The evaluation is effective for the research project as it evaluate the whole data and makes
suggestion to improvise the issues raised in research question.
Recording and collecting the relevant data
Questionnaire:
Question 1: Do you plan a vacation by seeing an advertisement on Facebook or
Instagram.
A. Agree
B. Strongly Agree
C. Neither agree nor disagree
D. Disagree
E. Strongly disagree
Question 2: Have you gone to a instant vacation by seeing a huge discount on a travel
package n a social media platform.
A. Yes
B. No
Question 3: Have you ever travelled by being attracted towards the various plans
offered by TUI through e-mail, on Facebook, instagram and other social media platform.
A. Agree
B. Strongly Agree
C. Neither agree nor disagree
D. Disagree
E. Strongly disagree
Question 4: Based on your trips in last 3 years, how many were of them were influenced
by media.
A. 1

B. 2
C. 3
D. 4
Question 5: How many of the travelling trips do you feel were influenced by Social
media marketing and advertisements.
A. 5%
B. 10%
C. 15%
D. 20%
Question 6: How often do you watch/read the social media that influence your vacation
or a travelling trip.
A. Daily
B. 1-2 times a week
C. Once a month
D. only when needed
Question 7: What do you think over the travel packages taken from social media size and
their value for money you spent?
Question 8: What factors of social media marketing affects your buying decision the most
and why?
Responses:
Theme 1: Planning a vacation by seeing an advertisement on Facebook or Instagram.
Response Number of response
Agree 7
Strongly Agree 6
Neither agree nor disagree 4
Disagree 3
Strongly disagree 1

Total 20
Interpretation:
The above tabular and graphical representation the relation of the vacation planning and
advertisement on Facebook and Instagram on the consumer is shown. It can be seen that
consumer agree with this fact that their decision get influenced by seeing the advertisement over
the online platform. 6 of them strongly agree with this fact and 4 were neutral over this relation.
This can be stated that there is a positive relation between travel planning and the advertisement
seen on the social media platform. Out of 15 of customer 3 disagree and 1 strongly disagree with
this fact that the consumer decision gets influenced through the advertisement seen on the social
media platform. With this it can be stated that the costumers when they see any promotion or
advertisement on Facebook or Instagram ad they make a travel plan.
Theme 2: Going on an instant vacation by seeing a huge discount on a travel package on a
social media platform
Response Number of response
Yes 15
No 5
Total 20

Interpretation:
The above graph shows a relation between going on instant vacations and discounted
travel packages shown on the social media platforms. This depicts that consumers goes on
instant vacation when they see a discounted travel package on the social media. 15 of the
consumers of TUI have agreed to this fact that when are offered a package or have seen a
package for the trip being offered at a discount hay have made immediate arrangement to go on
vacation to avail that discounted package. For this fact 5 of the consumer have said no that going
on travelling can be instant when the customers are offered with a discounted package. this also
depicts the fact that consumers have a direct importance for the value of money as they take
faster decisions when offered with a lower valued package of the trip.
Theme 3: Travelling done, by being attracted towards the various plans offered by TUI
through e-mail, on Facebook, Instagram and other social media platform
Response Number of response
Agree 5
Strongly Agree 8
Neither agree nor disagree 3
Disagree 2
Strongly disagree 2

Total 20
Interpretation:
The above table shows the relation between the various travelling and trip packages
offered by TUI through different platforms of social media. This shows the relation between the
decision made by the consumers by seeing the offered to them by TUI through E-mail, Instagram
or Facebook. 5 consumer agreed to this fact rather 8 of them strongly agree to this relation.
These manes 13 of the consumers out of total of 20 consumers have stated that when they are
offered with various travelling packages they make plans to go now a trip as per their like. For
this fact 3 consumers were neutral. 2 of them disagree with this fact and 2 strongly disagree with
this fact. This can be stated that 4 out of total 15 consumers do not align with this fact.
Theme 4: Number of trips in last 3 years influenced by social media out of total trips in past
3 years.
Response Number of response
1 8
2 5
3 4
4 3

Total 20
Interpretation:
The above table depict the relation between the numbers of trips that were influences by
social media marketing. 8 of the consumers have stated that in past 3 years one of their trip is
being planned through getting influenced through social media. TUI plan such scheme and
advertisement for the customers to be attracted through their social media marketing and the
places and travelling plan which they implemented to attract the customers towards their
business last longer. In such cases people are more influenced to plan their weekend or any
family trip through the social media marketing plans and the benefits which they raised at the
time of travelling such places influenced more. In case of TUI group they attract the customers
more through social media marketing by promoting the best places to visit and also such places
which carry unique views and natural beauty. Through this method they increase the number of
traveller in their business.
Theme 5: Number of travelling trips which were influenced by Social media marketing and
advertisement.
Response Number of response
0-25% 5
26-50% 4

51-75% 8
76-100% 3
Total 20
Interpretation:
From the above table and graph it can be stated that percentage of the travelling trips that
were bring influenced by the social media marketing. This graph depicts the percentage of trips
out of total trips in last 3 years which were being influenced by the marketing on the social
media. 5 of the consumer stated that out of their total trips in last 3 years the trips influenced
were between 0-25%. 4 of them stated that between 26-50% trips were influences from the
advertisement and promotions seen on the social media platform. 50-75% of the trips were
influenced through the social media advertisement agreed by 8 of the costumers. Only 3 of the
consumer stated the fact that there 76-100% trips are planned through the social media platform
be seeing marketing and promotions of travelling trips and packages.
Theme 6: Frequency of watching/reading the social media that influence your vacation or a
travelling trip.
Response Number of response
Daily 4

1-2 times a week 4
Once a month 5
only when needed 7
Total 20
Interpretation:
The above table and graph shows the fact of frequency of watching/reading the social
media that influence on the holiday or a travelling trip taken by consumers. Most of the
consumers that is 7 of them stated that though they see online advertisement, but they make the
decisions through taking a reference from these advertisements only when they need them. The
importance of online marketing is only effective in case of when there is a need of watching and
using such social media to make a memorable trip. This brings more business to them by
promoting their scheme and arrangement from one person to another. If such person promote
their business to another at one point it is useful for some other person and then it is effective to
the business at least their business is promoting in different places.
Theme 7: The travel packages taken from social media size and their value for money you
spent is accurate
Interpretation: From the above queries many of the respondent feel that travel packages which
offered through social media marketing affects the interest of the customers and also the

packages which they are offering are not so accurate. As due to high competition in the market
there are more travel tourism sectors in the market thus many people prefer to take the packages
from the renowned brand name. Social media had to power to attract many customers by way of
providing benefits and also it results in getting more profits as advertisement for any services
results in increase in profits and also more business to their company.
Theme 8: Factors of social media marketing affects the buying decision
Interpretation: From the above questionnaire the matter which is raised in respective of taking
the holiday packages through social media marketing affects the business decision of the
customers in wider ways. Many of the respondents are agreed that in context of advertising it
influences the interest of customers towards their services. As tours and traveller bring many
schemes and also attractive tourist places to the customers to visit once or at least give such
advertising. This stated that fact that half to three fourth of the trips of 50% of the consumer is
brought panned after seeing advertisement and promotion of the social media platform.
RECOMMENDATION AND CONCLUSION
CONCLUSION
From the above study it is to be concluded that tourism sectors is the boom of the country
and also considered to be one of the most earning sectors nowadays. As customers are more
attracted to the tours and traveller company to provide more attractive packages so that they can
plan their vacation in effective manner. Usually traveller company uses various method to attract
the customer towards their services and also the packages which they are offering through
advertising their business by social media marketing. Customer spend most of their timing in
surfing through internet and also scroll many travel companies which they had to travel. Mainly
customer prefer to select the tour packages with the renowned brand name company as it consist
of some type of trust and honesty that the places and packages which they mention in the
package is appropriate and same at the time of viewing it. Thus, social media marketing had the
important impact on business in positive and negative way and also bring competitors in the
business which they had to face for longer term if they not made the accurate planning to attract
the customers towards their services.
RECOMMENDATION
From the above report it is to be recommended that TUI group uses various approaches to
influence the customer towards their services which they are offering. Consumers behaviours are

easily distracted by providing the awards and benefits to them if they refer the advertisement to
some other person and use the referral codes to avail such benefits. In such cases it brings more
business to them and also the customers avail the traveller packages at large scale. Marketing is
also one of the approach by fulfil the needs and demand of the customers and design such
package according to their needs. TUI group uses various method to enhance the customer
demand and also, they can bring more packages according to the prices which the customers are
offering to the which attract the customers interests towards other travel packages, and they
promote the services which they are offering to other customers as well.
TASK 4
Enclosing in posture

REFERENCES
Books and Journals
Garrido-Moreno, A. and Lockett, N., 2016. Social media use in European hotels: benefits and
main challenges. Tourism & Management Studies. 12(1). pp.172-179.
Garrod, B. and Fyall, A., 2017. Collaborative destination marketing at the local level: benefits
bundling and the changing role of the local tourism association. Current Issues in
Tourism. 20(7). pp.668-690.
Hudson, S and et.al., 2015. The effects of social media on emotions, brand relationship quality,
and word of mouth: An empirical study of music festival attendees. Tourism Management.
47. pp.68-76.
Khan, F. and Callanan, M., 2017. The “Halalification” of tourism. Journal of Islamic
Marketing. 8(4). pp.558-577.
Kolb, B., 2017. Tourism marketing for cities and towns: Using social media and branding to
attract tourists. Routledge.
Li, J., Pearce, P. L. and Low, D., 2018. Media representation of digital-free tourism: a critical
discourse analysis. Tourism Management. 69. pp.317-329.
Pyke, S et.al., 2016. Exploring well-being as a tourism product resource. Tourism
Management. 55. pp.94-105.
Roque, V. and Raposo, R., 2016. Social media as a communication and marketing tool in
tourism: an analysis of online activities from international key player
DMO. Anatolia. 27(1). pp.58-70.
Xiang, Z., Magnini, V.P. and 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.
Online
Tourism industry statistics for 2018 and beyond. 2018. [Online]. Available through
:<https://www.tourwriter.com/travel-software-blog/2018-tourism-stats/>