The Impact of Social Media Marketing on Consumer Choices in Tourism

This research project investigates the impact of social media marketing on consumer decision-making within the travel and tourism sector, with a specific focus on Thomas Cook Group PLC. The project begins with an introduction highlighting the increasing significance of social media in the tourism industry and formulates research objectives and questions centered on analyzing the factors influencing consumer choices, the effectiveness of social media marketing strategies, and recommendations for improvement. Task 1 outlines the research project specifications, including the aim, objectives, and research questions. Task 2 focuses on matching resources to the research questions and undertaking the proposed research investigation, including the collection and collation of relevant data. Task 3 involves the use of research evaluation techniques to analyze the results, interpret findings, and make recommendations. The study includes a critical review of key references that explore the concept of social media marketing, its impact on customer decision-making, and its influence on the travel and tourism sector. Finally, Task 4 involves presenting the outcomes to an audience through a poster presentation. The conclusion summarizes the key findings and the research project concludes with a list of references.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulating and recording research project outline specifications......................................1
1.2 Identifying factors contributing to the process of research project selection........................3
1.3 Critical review of key references..........................................................................................3
1.4 Producing research project specification..............................................................................5
1.5 Providing appropriate plan and procedures for research specification.................................6
TASK 2............................................................................................................................................7
2.1 Matching resources to research questions.............................................................................7
2.2 Undertaking proposed research investigation with research specification...........................8
2.3 Recording and collating relevant data...................................................................................9
TASK 3..........................................................................................................................................12
3.1 Using ‘research evaluation techniques’ and appropriate type of evaluation for the research
...................................................................................................................................................12
3.2 Interpreting and analysing the results.................................................................................12
3.3 Making recommendations and justifying areas for further consideration..........................21
TASK 4..........................................................................................................................................22
4.1 Presenting outcome to audience by creating poster............................................................22
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23

Topic: To analyse the influence of social media marketing on consumer decision-making in
Travel and Tourism Sector.
INTRODUCTION
Technology has become fruitful for travel and tourism sector. Present report deals with
Thomas Cook Group PLC engaged in travel business in UK. Report will analyse influence of
social media marketing on consumer decision-making and research objectives will be formulated
on the basis of it. Research proposal will be made and after that research implementation will be
assessed. Furthermore, by collecting data from respondents, research outcome would be attained
and 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 media
marketing with channels such as Facebook, Twitter, Instagram and related platforms. On the
other hand, research will be conducted on benefits of social media which influences the
consumer decision-making process. Thus, appropriate outcome of research will be carried out by
answering research questions by scholar.
TASK 1
1.1 Formulating and recording research project outline specifications
Travel and tourism sector is one of the highest revenue generating sector in UK leading
to economic growth in effectual manner. The information produced on internet has much
influence on consumer decision-making process in order to plan their trip. Digital technology has
completely changed the way for decision-making by customers as emergence of social media
platforms have increased interactivity with users. Social media marketing is a crucial tool in
present scenario as younger generation spends much time on online platforms and communicates
with other. Concept of consumer behaviour on decision-making procedure have greater impact
on company as digitisation has provided with useful insights in effective manner (What Is Social
Media Marketing?. 2018). On each step through internet, traveller plans his trip and then
approach 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 trip
accordingly.
On the other hand, online reviews posted on social media platforms or on company's
website by previously visited customers have great impact on customers planning for a trip to
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desired destinations. In simple words, user-generated content has much influence over the
decision-making process. Social media provide easiest and most reliable source of information to
be given to customers which directly leads to effective and better decision-making by them in the
best 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 of
packages made available online but also saves lot of expenses incurred through traditional
marketing. Present research project will be based on Thomas Cook Group PLC which is
multinational tourism giant and focuses on influence of social media marketing on consumer
decision-making process.
Aim-
“To analyse the influence of social media marketing on consumer decision-making in
Travel and Tourism Sector. A study on Thomas Cook Group PLC”.
Research Objectives-
 To identify factors of social media marketing influencing decision-making by consumers
of Thomas Cook Group PLC.
 To analyse impact of social media marketing on consumer decision-making in Thomas
Cook Group PLC
 To make recommendations to improve services of Thomas Cook Group PLC through
social media marketing.
Research Questions
Q1. What are the factors of social media that influence decision-making by consumers of
Thomas Cook Group PLC?
Q2. What is the best way to improve services of Thomas Cook Group PLC through social media
marketing?
Q3. Why social media has stronger impact on consumer decision-making process?
Significance of study
The importance of social media marketing has largely influenced customers in making
travel decisions on online basis. The importance of study is to analyse how social media
marketing has paved the way for marketing which was once done traditionally and involved huge
expenses. Next is to assess whether expenditures are saved on the part of marketing by company.
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The study will be beneficial to organisation as a whole because useful insights will be gained
leading to attainment of stated marketing objectives.
1.2 Identifying factors contributing to the process of research project selection
The factors behind choosing this study are to provide deeper insight for gaining
knowledge 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 online
reviews made by travellers and then plan a trip.
Moreover, personal interests of researcher in conducting in-depth analysis of consumer
decision-making process in travel sector contributed for selecting this project. Feasibility of
study is determined as social media marketing has a direct impact on consumer decision-making
process and to analyse it, research project has been selected.
Moreover, it will provide benefit to organisation as it could improve its services and
factors can be analysed by which customers' plan for trip through social media influence. These
were some of the factors contributed to project selection.
Analysis will be provided with critical analysis where views of different authors will be
provides by which better understanding will get developed on social media importance for travel
and tourism industry where people likes in sharing new experience. Social media marketing is
important for this type of industry because people generally buys from brands they trust the most
and social media is the one which allow people to share experience of amazing qualities, share
pictures and videos by which helps in attracting more customers. These were some factors that
contributed to project selection.
1.3 Critical review of key references
Literature Review
Theme 1- Analysing the concept of social media marketing
As per the view of Tuten and Solomon (2017), social media marketing is a process or
concept in which it uses social media platforms and websites, like, Facebook, Twitter, etc. to
promote 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 business
organization. Pfeffer, Zorbach and Carley (2014); demonstrated that, this social media marketing
process can also have disadvantage as well, such as, it can make the process of marketing a little
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tough sometimes. As it is very difficult for the organization to make their employees friendly
with this method. This can affect their business activity a lot.
According to Ashley and Tuten (2015), internet has impacted the society to a large extent
that without it, becomes difficult for them to communicate with each other by using social media
platform. 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 using
these social media marketing for promoting their services in market. This can help them in
increasing their sales as well. Felix, Rauschnabel and Hinsch (2017) stated that, by using social
media platform for marketing purpose it can impact their negatively as well. There are various
factors 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. Building
relationship with the targeted customers is very important for your business. This process helps
in delivering service very quickly as well. It is basically realistic and measurable goals to
achieve. It becomes difficult for an organization to measure their success effectively. It also
gives less control as on social media platforms, multiple users can interact with a single piece of
content, which is a not a favourable condition for nay organization. Social media marketing can
sometimes becomes very difficult for the employees of an organization as they are unable to
understand the concept behind this process.
Theme 2- Studying the impact of social media marketing on decision making process of
customers
According to Minazzi (2015), for any industry it is very essential to maintain their
customers rate at good level. This will help in increasing their business and enhancing their
performance. This process is very useful in understanding the requirements and needs of the
customers by analysing their nature. With the help of this social media marketing it makes the
process of promotion very easy. By analysing the impact of social media marketing, it can help
an organization to attract more customers by putting some attractive and innovative on social
media platform. Leung, Bai and Stahura (2015) stated that, social media is a very huge platform
to connect with the customer and to understand their nature as well. This can also be an option
for the customers to post a complaint about any particular service or product. Due to this, it can
affect the decision making process of the customers, which can be both, in favour of the
organization or against them.
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Parsons and et.al. (2014) demonstrated that, there is a huge advantage of this process as it
help in interacting with their customers. This will help in analysing the needs and requirements
from the organization. On the basis of that it becomes easier for any company to deliver the best
services to their customers in order to make them satisfied. This process can also assist them in
increasing their customer sate as well which will ultimately increase their overall generated
revenue from their business. It offers an opportunity for the public to find you on social media.
As per the view of Ngai, Tao and Moon (2015), social media marketing is highly time
consuming. It takes a lot of time to come to a conclusion which can have a huge impact on the
management of the organization. There is a need of constant monitoring of the whole process
social media marketing effectively in order avoid any mistake.
Theme 3- Evaluating the influence of social media marketing on decision of customers of in
Travel and Tourism Sector
As per the view of Trainor and et.al. (2014), social media marketing is the best way in
order to attract their target customers. It also helps in building a good brand awareness and
engage with the users effectively. This way, it becomes easy for the business to improve their
brand image in the market by using social media marketing processes. There are various
application which can be used in order to evaluating the influence of social media marketing on
decision of customers. As this can impact any business and its performance as well. Vernuccio
(2014) stated that, day by day the web is getting crowded with more and more irrelevant
information and spams, which is a huge drawback of this social media marketing process. There
are chances that it can have irrelevant content posted by any customer. This can affect the
reputation of an organization. It should be carefully understood by the organization that more the
complaints more will be its impact on their performance in the industry.
Fuchs (2017) demonstrated that, before implementing this technology into the
management system of any company, they should thoroughly research on the pros and cons of
this process and how it can benefit them in reaching to their target customers, by their decisions
on their favour. This will help in responding to their customer complaints quickly and resolve
their issues as early as possible. There is a huge advantage of this process as there are several
formats which can be applied while promoting or advertising any service or product in market,
such as, text, pictures or images, videos, etc. This social media marketing process helps
customers to have a decision by providing them all the relevant information on internet. With the
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help of this they can make decisions. According to Pfeffer, Zorbach and Carley (2014), the most
important factor which has to carefully managed by an organization is that. While interacting
with the customers they should make sure that they do not hurt the sentiments of their consumers
in any context.
1.4 Producing research project specification
Research Type-
The research type is an important part of the research which is taken into consideration
that which among quantitative and qualitative, researcher will select. In present research, scholar
will take into account quantitative method as facts and figures will be assessed in a better way
(Leung, Sun and Bai, 2017). Hence, this research type will be taken for achieving objectives of
research.
Research Approach-
Research approach is a crucial part in identifying factors in order to scientifically prove
the study in effective manner. There are two types of approaches such as deductive approach and
inductive research approach which are widely used. Researcher will adopt deductive approach by
applying theory and making hypothesis, thus proving or rejection hypothesis for formulating
specific theory.
Research Design-
Research design provides complete plan by which direction is provided to researcher in
effective manner (Keegan and Rowley, 2017). Exploratory and descriptive research design both
are used by scholar for executing research in proper direction. Researcher will use exploratory
design in current study in order to explore facts regarding influence of decision-making process
by customers because of technology.
Sampling-
Simple random sampling technique is taken for representation of whole population which
is otherwise a tedious task for taking all population for conducting research. In present study, 30
customers of Thomas Cook Group PLC will be taken for assessing influence of social media
marketing on travel decision-making process.
Data collection-
Data collection is a vital task which will be taken from both primary and secondary
sources. For primary data, online questionnaire will be issued to 30 customers of organisation.
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While, for secondary data, books, journals and related sources for research purpose (Kumar and
Reinartz, 2018).
Data analysis-
Analysing data is required so that outcome can be presented in a better way. In current
study, thematic analysis will be done in presenting data in an accurate manner. It will be helpful
for the scholar in generating results in effective way with the help of charts which will enhance
visual representation of gathered data.
1.5 Providing appropriate plan and procedures for research specification
The project will get completed in 16 weeks of time which is listed in below timeline. It is
reflected that it is essentially required to complete project within stipulated time and thus,
research aim and objectives will be accomplished within 16 weeks. Gantt chart has been
prepared which shows schedule involving plan and track specific tasks so as to complete project
in stipulated time. Critical path system means that route by which project can be completed with
shortest time possible reducing longer duration.
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TASK 2
2.1 Matching resources to research questions
The research questions which are outlined are effectively complied with in order to get
desired results in the best way possible. Research questions such as what are the factors of social
media that influence decision-making by consumers of Thomas Cook Group PLC, what is the
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