Research Project: Consumer Satisfaction in Travel and Tourism

This report delves into the critical topic of consumer satisfaction within the travel and tourism sector, focusing on the impact of marketing operations. It begins with a background study, outlining aims, objectives, and the rationale for the research, specifically using Thomas Cook as a case study. The report then progresses through a literature review, exploring key concepts and themes related to marketing and customer satisfaction. The research methodology is clearly defined, followed by data analysis and findings, which likely include insights from consumer surveys or other research methods. The report concludes with recommendations for improving consumer satisfaction within the sector. The report is structured to provide a comprehensive overview of consumer satisfaction, its determinants, and strategies for enhancement, offering valuable insights for businesses operating in the travel and tourism industry.

Travel and Tourism
Sector

Table of Contents
TASK 1............................................................................................................................................1
Background of study ..................................................................................................................1
Aims and Objectives ..................................................................................................................1
Rationale of study.......................................................................................................................2
Significance of study ..................................................................................................................2
Scope of study ............................................................................................................................2
Timelines ....................................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Research Methodology ...................................................................................................................6
TASK 2............................................................................................................................................8
TASK 3..........................................................................................................................................11
Data Analysis & Findings.........................................................................................................11
Conclusion & Recommendation...............................................................................................24
TASK 4..........................................................................................................................................24
CONCLUSION .............................................................................................................................24
REFERENCES .............................................................................................................................25

TITLE: Consumer satisfaction in travel and tourism sector.
INTRODUCTION
Consumer satisfaction is very essential for each and every company for increase sales and
profits of business. It is observed as number of consumers or percentage of total consumers
whose reported experience with company, its goods and services exceeds specified satisfaction
goods. Therefore, company needs to follow techniques and methods for increasing the consumer
satisfaction within the company towards the goods and services.
TASK 1
Background of study
Consumer satisfaction is the term often utilised in marketing. It is the activity of supplied
of goods and services by firm to meet or exceed consumers expectation. It is determined as
number of consumers or percentage of total consumers whose reported experience with
company, its goods and services exceeds specified satisfaction goods (Pradeepa and Priyanga,
2019). Consumer satisfaction indicates the fulfilment which consumers derive from doing
business with company. Therefore, company needs to do marketing of their business, goods and
services within marketplace for proving the consumer satisfaction. This can help to develop
brand image and identity within industry in which they operates. This reserach is based on
Thomas Cook which is the largest travel and tourism company. It provides the best quality travel
and tour services across the worldwide.
Aims and Objectives
Aims:
“To determine the effects of marketing operations on consumer satisfaction-A study on
Thomas Cook.”
Objectives:
 To examine the concept of marketing and consumer satisfaction.
 To analysis the role of marketing in relation to consumer satisfaction in Thomas Cook.
 To determine the relationship between marketing functions and consumer satisfaction in
Thomas Cook.
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 To recommend the ways of improving the consumers satisfaction adopted by Thomas
Cook.
Research question:
 What are concept of marketing and consumer satisfaction?
 What are role of marketing in relation of consumer satisfaction in Thomas Cook?
 What are relationship between marketing functions and consumer satisfaction in Thomas
Cook?
 What are ways of improving the consumers satisfaction adopted by Thomas Cook?
Rationale of study
The reason of selecting topic which is related to consumers satisfaction and marketing
operations because researcher can collect the adequate and large amount of information related
to topic. The reason of selecting the consumer satisfaction of the research for analysing the
relationship between consumer satisfaction and marketing in travel and tourism sector (So and et.
al., 2016). This topic is linked researcher's field, so that, they will effectively and clearly
analysing that ways of increasing consumer satisfaction in the company.
Significance of study
Consumer satisfaction is very essential for enhancing the brand image and reputation of
company in the industry in which they operates. For that, company do the effective marketing of
products and services as well as their business in the marketplace. Therefore, research will
identify the role and importance of marketing for improving the consumer satisfaction within the
travel and tourism sector (De Nisco, Papadopoulos and Elliot, 2017). Consumer satisfaction is
broad aspect which is very beneficial for every industry. For that, company try to effectively
market services or goods in front of consumer which help to increase their satisfaction and
expectation towards the company.
Scope of study
Scope refers to ways far the area of research has explored and parameters in with the
research will be operated in. The kind of information to be involved in the scope of research
project will involve facts and concepts about the topic of project. Project scope is the portion of
project planning which involves defining and representing list of specific goals, deliverable,
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activities, costs and deadlines (Kumar, 2019). It is very necessary to determine all the aspects for
completing the project or research as per the time lines. Researcher will ensure that research will
be completed on given deadline. Researcher will ensure that research will be completed on given
deadline and identifying the consumer satisfaction within the company.
Timelines
Task
Mode Task Name Duration Start Finish Predece
ssors
Auto
Scheduled Identification of market 8 days Mon 03-12-
18
Wed 12-12-
18
Auto
Scheduled Selection of market 9 days Thu 13-12-18 Tue 25-12-18 1
Auto
Scheduled conducting market research 9 days Wed 26-12-
18
Mon 07-01-
19 2,1
Auto
Scheduled
formulating of goals and
objectives 7 days Wed 26-12-
18 Thu 03-01-19 2
Auto
Scheduled
identification of audience in new
market 4 days Tue 08-01-19 Fri 11-01-19 3,4
Auto
Scheduled creating marketing plan 6 days Tue 08-01-19 Tue 15-01-19 3
Auto
Scheduled implementing of marketing plan 10 days Wed 16-01-
19 Tue 29-01-19 5,6
Auto
Scheduled testing of product 8 days Wed 30-01-
19 Fri 08-02-19 7
Auto
Scheduled
final launch of product in
market 5 days Mon 11-02-
19 Fri 15-02-19 8
3

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LITERATURE REVIEW
Theme : 1 To examine the concept of marketing and consumer satisfaction
According to Kotler (2017), marketing is concerned as an art and science of creating,
exploring and delivering value with the objective of satisfying the needs of target market for
earning profit. It also helps in identification of needs and wants of the target market which
remain unfulfilled (Customer Satisfaction, 2019). Apart from that, it also helps in measuring and
quantifying the size of the target market and the potential of profit. Moreover, it also highlights
that segment of the company which has the capability to serve the best along with promoting and
designing the products and services of a company.
As per the opinion of Hill and Brierley (2017), customer satisfaction may be defined as
the degree to which customers remain satisfied with the use of products and services of the
brand. If the company is able to meet the expectations of the consumer then it would be able to
keep its customers satisfied. Higher the satisfaction of customers, higher would be the sales and
profitability of the company.
Theme : 2 To analyse the role of marketing in relation to consumer satisfaction Thomas
Cook
According to Vellas (2016), marketing plays a vital role in travel and tourism industry as
it helps in reaching the large number of customers and then developing the positive perception in
the mind of customers with regards to the company. Marketing is highly important in promotion
of the company as well as its vision and mission.
While on the other hand, as per the opinion of Wilson (2018), marketing plays a very
important role in retaining the customers for a long period of time. Hence, the need to retain the
customers has created the need for Thomas Cook to carry out efficient market because there is
high competition in the travel and tourism industry and if the company fails to carry out efficient
marketing then it won't be able to retain its customers for a long period.
Theme: 3 To determine the relationship between marketing functions and consumer
satisfaction in Thomas Cook
According to Harmeling (2017), one of the important function of marketing is providing
efficient services to customers. Thus, Thomas Cook make emphasis on providing efficient
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services to customers for the purpose of enhancing customer satisfaction and this in turn helps
the company in gaining competitive advantage over the rivalry firms.
But as per the opinion of Hassan (2015), distribution and sales is an important marketing
function and Thomas Cook make lot of efforts in development of efficient distribution and sales
system and this in turn has helped in enhancing the customer satisfaction, which has lead to
retention of customers for a longer period of time.
Theme: 4 To recommend the ways of improving the consumers satisfaction adopted by
Thomas Cook.
As per the opinion of Kobayashi (2018), customers are the king of every organisation and
thus it is very important to lay emphasis on improving customer satisfaction in order to achieve
the objectives of the company efficiently and effectively. In order to run the business smoothly
of Thomas Cook, it is very important for them to take timely feedback from customers by asking
them regarding their expectations and experience and this in turn will help in enhancing the
customer satisfaction.
But according to Mitra (2016), Thomas cook can improve the satisfaction of its
customers by addressing all the negative comments against the company in an efficient manner
and this in turn will also help the company in building and enhancing its brand image.
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Research Methodology
Research method is organized plan for organizing the study. The procedure utilised to
gather info or data for the achieving the purpose and creating decisions of business. The
methodology can involve interviews, surveys and other study methods and can both present as
well as historical info (Silverman, ed., 2016). Methodology is research strategy which outline the
mode in which study is to be undertaken and determines the methods to be utilised in it. This will
help to accomplish aims and objectives of research.
Research Design
Research design is the program to reply research question. There are mainly two research
design such as qualitative and quantitative research design. It is management of situations or
collection. The design of research determines type of study like descriptive, correlation,
exploratory, experimental research design (Flick, 2015). In this study, investigator will utilise
descriptive research design because this kind of design involve in qualitative which is described
by theory, observation and surveys. This will help to attain the result of research. This will help
to accomplish aims and objectives of study.
Research Philosophy
Research philosophy is a wider subject. It deals with source, nature and encouragement
of knowledge. It is belief about the modes in which info about event can be gathered, evaluated
and utilised. There are main four philosophies like pragmatism, positivism, realism and
Interpretivism (Quinlan and et.al., 2019). In this study, researcher will utilise interpretivism
research philosophy because there are small sample and in-depth investigation which will help to
attain the result. This will be helped to accomplish aims and objectives of study.
Research Approach
Research approach is procedure and plan which consists of the stage of board
assumptions to elaborated method for gathering the data, analysis and interpretation. There are
mainly three research approaches like deduction, induction and abduction. Inductive approach
contributes to the growth of new concepts and generic (Fletcher, 2017). In this study, researcher
will utilise inductive research approach because it begin with research question, aims and
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objectives which need to be accomplished during the research procedure. This will aid to attain
the outcome of study. This will be helped to accomplish aims and objectives of study.
Sampling
Sampling refers the procedure of choosing part of populations. A population is unit of
people which is studied in the investigation. This makes research action manageable and
favourable for the study. The sample can be symbolic of the population to ensure which they can
generalise the collection from the study sample to populations as as whole. There are two types
of sampling like probability and non-probability (King and Mackey, 2016). Researcher will
utilise the random sampling because members of the sample are chosen randomly and strictly by
chance. The sample size is the 20 consumers by which investigator collect the data or info. This
will help to accomplish aims and objectives of study.
Data Collection
Data collection is procedure of gathering info from all the relevant sources to discover
answers to study populations, test the hypotheses and evaluate the result. Data gathering methods
divided into two types such as primary and secondary. Primary data collection can be separated
into two groups like qualitative and quantitative. In this study, investigator will be utilised the
primary data collection for achieving the aims and objectives of research (Goldberg and et. al.,
2017). In this context, researcher will utilise questionnaire for collecting the data for achieving
the aims and objectives of research. This will help to accomplish aims and objectives of study.
Data Analysis
Data analysis is the procedure of consistently implement applied mathematics and
logical tools to describe, instance, recap and evaluate the data. In this research, investigator will
be utilised thematic analysis for attaining the result of research (Jennings and et.al., 2018). In this
study, researcher will be created the themes on the basis of literature review for attaining the
result. This will be helped to accomplish aims and objectives of study.
Ethical Consideration
Ethical consideration can be determined as one of the most essential of the study. There
are many principles related to ethical consideration in research project such as:
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 It will be ensured that protecting the privacy of data which are collected by the
respondents.
 Also, it will be assured that adequate level of confidentiality of info which will be utilised
in the research.
 Any kind of communication will be done with honesty and transparency in relation to the
research (Pradeepa and Priyanga, 2019).
 Any kind of misleading info and content of primary information findings in biased mode
can be avoided.
 It will avoid any misrepresentation or image about the aims and objectives of study.
 It will prioritise in relation to respect for the dignity of study respondents.
Limitation
It is for sure that study will have some limitations and it is normal. Still, it is critically
essential to be effort to reduce the range of scope throughout the procedure of research. Also,
researcher need to give recognition of study limitation in conclusion chapter honestly. There are
many limitations while conducting the research. Such as:
 There are high level wider in relation to formulate aims and objectives.
 It is also difficult to implement the data collection method within the research (So and et.
al., 2016).
 There are small size samples still researchers has been collected the data and info for
completing the study.
TASK 2
Questionnaire
Name :
Occupation :
1. How much you attract with the services of Thomas Cook ?
 Highly
 Moderate
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 Other
2. Which of the following method can be used while booking from Thomas Cook ?
 In person
 Website
 By Mobile Phones
 Trip by agent
 Others
3. How much you rate sales team of Thomas Cook ?
 Excellent
 Good
 Fair
 Poor
4. How likely is it that you would recommend Thomas Cook to your friends or relatives ?
 Highly
 Moderate
 other
5. Are you satisfied with the marketing activities used by Thomas Cook ?
 Satisfied
 Not Satisfied
 Neither satisfied nor dissatisfied.
6. How well Thomas Cook accomplish your expectation and needs ?
 Satisfactory
 Not Satisfactory
 Neutral
7. From which of the marketing tool you get highly attracted of Thomas Cook ?
 Website Content
 Television Ads
 Mouth of words.
8. Do you think tour packages of Thomas Cook is Cost effective ?
 Yes
 Probably
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