Thomas Cook & Digital Marketing: A Research Project Analysis

This research project analyzes the influence of digital technology on the travel and tourism sector, using Thomas Cook as a case study. The report begins with an overview of the industry's adoption of digital marketing, including the use of social media and online platforms. It outlines the research specifications, rationale, and a comprehensive literature review. The study employs a qualitative research method, using questionnaires and secondary data analysis to explore the impact of digital technology, including social media marketing, on the sector. The research addresses key questions, such as the challenges Thomas Cook faced in adopting digital marketing and strategies for effective implementation. The report details the research methodology, including the research approach, design, data collection methods, sampling techniques, and data analysis. Ethical considerations are also addressed. The findings highlight the importance of understanding customer preferences, providing excellent customer service, and utilizing technology to improve the customer experience. The report provides insights into the practical applications of digital marketing in the travel and tourism sector.

RESEARCH
PROJECT

Table of Contents
TASK 1............................................................................................................................................1
1.1 RESEARCH SPECIFICATIONS.........................................................................................1
Background.................................................................................................................................1
Aim .............................................................................................................................................1
Objective ....................................................................................................................................1
1.2 RATIONALE OF RESEARCH............................................................................................1
1.3 LITERATURE REVIEW......................................................................................................2
1.4 RESEARCH PROJECT SPECIFICATION.........................................................................3
1.5 RESEARCH PLAN..............................................................................................................5
TASK 2............................................................................................................................................5
2.1 Match the resources efficiently to the Research Questions..................................................5
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures............................................................................................................................5
2.3 Record and Collate relevant data where appropriate............................................................6
TASK 3..........................................................................................................................................14
3.1 Research evaluation techniques..........................................................................................14
3.2 Research interpretation.......................................................................................................14
TASK 4..........................................................................................................................................17
Outcome of research.................................................................................................................17
REFERENCES..............................................................................................................................18

TASK 1
1.1 RESEARCH SPECIFICATIONS
Background
Travel and tourism of UK contributes most in increasing UK's economy around 80
percent. It creates employment opportunities for people and contributes to the GDP of the
country. To make this sector more efficient, companies adopted digital technology. Travel and
tourism adopted digital technology early and used social media strategies to increase their sales
and profit. Most of the tours and travel companies has moved online and started using digital
platforms which includes paid media, social media marketing, developing own websites etc.
Digital marketing increases social connectivity as it provide easy access and saves time. It helps
in capturing wide range of customers in low cost and also gives exposure to other companies to
adopt digital marketing methods. The digital technology adoption has increased the reach of the
industry and has contributed in the GDP of the company. It helps in creating an efficient
platform where people can write their reviews and feedback and tat is the reason digital media
marketing is based on relationships rather than transactions.
Aim
''To outline the influence of digital technology in travel and tourism sector- Case study on
Thomas Cook''
Objective
To develop understanding over concept of digital technology
To assess the importance of digital marketing in travel and tourism sector
To derive challenges which can be faced by Thomas Cook when incorporating use of digital
marketing
To recommend ways to manage proper use of digital technology in travel tourism sector
1.2 RATIONALE OF RESEARCH
The study is being carried out for academic interest as this research project will help in
understanding the impact of digital technology in tour and travel industries and will help in
understanding pro and cons of digital marketing platforms and will increase the knowledge and
will enhance the understanding of the topic . It will increase learning and will develop conceptual
understanding of the field of research. The another reason for conducting research is to assess the
importance of adopting modern technology on the place of outdated technology which helps the

company in increasing their sales and revenue and to increase their market share. The reason for
research is evaluate the importance of strategies to solve various issues that the company is
facing in implementing strategies and to get solution for the issues. The other reason for
conducting research is personal interest that includes writing, analyzing, and sharing important
information as it nourishes mind and develop logical thinking and ability which leads to
creativity and innovation. The another reason for conducting research is that it will improve
various skills like communication skills, research skills, rationality thinking and confidence as it
will involve people and communicating with them for the outcomes.
1.3 LITERATURE REVIEW
According to (Howard, and Mozejko, 2015), digital technology generates data in
electronic form and spread it to the users. Recently the use of digital technology has increased a
lot and is used by every sector. Basically digital era is the new innovation in market that is used
by companies to retain customers and to increase the business. According to (Howard, and
Mozejko, 2015), digital technology generated digital marketing which helps companies to create
specific strategy to compare present and future potential with various digital marketing tools.
Digital marketing helps in capturing market share, attracting consumers and retaining them,
providing ease in services and saves time and cost of the company that can be turn into profit and
sales.
As per the views of (Giones, and Brem, 2017), the various channels of digital
marketing used by industries are paid marketing which involves use of advertisements on
television that helps in attracting customers with innovative and creative ads. On the other hand
social media marketing uses sites like Facebook, Twitter, Instagram to promote products and
services to the customers and this can be considered as efficient means of digital marketing as it
involve less cost and reach to wide range of customers. (Dallery, Kurti, and Erb, 2015) stated
that, digital technology plays an important role in achieving growth of business.
According to (Alper, and Goggin, 2017), digital technology plays an important role in
travel and tourism sector as more than half of the population book their trips on internet and
eventually internet and mobile phone apps have changed the experiences of people and provide
ease in booking tickets. It provides platform to consumers to review the services and give
feedback which help other customers to review them and book tickets accordingly and help
companies to improve their service based on the feedbacks of customers. The other important

aspect of digital technology is big data which helps tour and travel company to segment their
expenses on campaigns based on these data to increase the efficiency and effectiveness of the
company. On the contrary (Cramer, 2015) suggested that virtual assistants also helped this tour
and travel industry to create an intellectual and personalized experience for the customers which
help the industry in attracting customers.
As per the views of (Collins, and Halverson, 2018), Thomas Cook when was
incorporating digital technology faced a lot of challenges like as it was the first company to
adopt VR to create moments of holiday at home but innovative ideas comes with a price, the
adoption of VR created a cost barrier for the company which increased the need of money and
budget for the company and occurred as an challenge. The other challenge was adopting digital
technology leads to need of less employees which created unsatisfactory employees which leads
to inefficient workforce. The another challenge while incorporating digital technology faced by
the company was response of the customers that how the customers will react to new
technologies and their use and it will create sales or will decline sales.
As per the views of (Alper, and Goggin, 2017), to manage proper use of digital
technology in travel tourism sector the company should know the taste and preferences of its
customers very clearly and should implement the technology and strategy accordingly. The
company should provide proper medical assistance to their customers in case of emergency for
free of cost. The sector should respect the emotion of its travellers and should treat them with
hospitality. The sector should adopt effective e- commerce system which will allow customers to
pay their money for ours and in case they want to cancel would pay back to the customers. The
company should use artificial intelligence and chat bots who can interact with customers and can
handle their query and can assure quick response.
1.4 RESEARCH PROJECT SPECIFICATION
Research methods
Research methods can be defined as the methods which gives an outline to researcher to
carry out the research and creating hypothesis based on the result and solve the problem. The
researcher will use qualitative method to research the topic as it will involve studies based on
theories and personal observation of the researcher. The researcher will use questionnaire
methods as well as articles and journals of other researchers to carry on the research.

Research approach
Research approach consists of steps that describes data collection, analysis, interpretation
and address the issue of the research. The researcher will use inductive approach to carrying out
research which means that it will be based on qualitative data that will include observation and
theories to carry out the research result. It will collect data based on test, pattern and theories and
will involve open ended as well as closed ended questions.
Research design
This design the detailed structure of research which includes how data will be collected,
interpreted and analyzed. The research design will use descriptive design as it will involve
observation of qualitative data and will observe natural reactions of the individuals used in
research. Descriptive design creates good sense of idea and create efficient hypotheses.
Data collection
Data collection is the process of collecting data that helps researcher to solve the problem
and figure out the answers based on the data collected. It can be collected either from primary
sources or secondary sources. The researcher will use both methods of data collection in which
researcher will ask questions to 20 students of UKBCC with the help of questionnaires which
will be source of primary data whereas in secondary data it will use articles and journals of other
researchers based on tour and tourism and study of other researchers.
Sampling
The researcher will use probabilistic method of sampling, under which it will use random
sampling method which will select 20 random students of UKBCC and will ask them open ended
as well as closed ended questions and will help in drawing conclusions.
Data analysis
The researcher will use qualitative analysis under which it will use thematic data analysis
as it will follow fix pattern and specific framework of questions. It will help researcher to gain
knowledge and have a insight on research topic.
Ethical consideration
The researcher will conduct the research with ethics and to ensure that the researcher will
focus and ensure the validity of the research and will make sure that the the research will be
completed on time. The research will conduct with honesty and no biases will be involved. The
research will be free form outer influence and pressure.

1.5 RESEARCH PLAN
TASK 2
2.1 Match the resources efficiently to the Research Questions.
Research Question:
1. What is the concept of digital technology?
2. What are the importance of social media marketing in travel and tourism sector?
3. What are the challenges which can be faced by Thomas Cook when incorporating use of
digital marketing?
4. What are the ways to manage proper use of digital technology in travel tourism sector?
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures
To undertake the proposed research investigation in accordance with the agreed
specification and procedures, research methodology is one of the best way to reach the end
conclusion and answer the research questions efficiently. Research methodology is the
systematic, theoretical analysis of methods applied to the field of study (Worthington and Bodie,
2017). It is the process which is used to collect information and data for the purpose of making
decisions for business. Publication research, survey, interview and other techniques of research
are included in methodology as well as it also include present and historical both information.
Here are the research methodology that researcher undertaken for research investigation are as
follows-
Research Methods of Type: This is one of the fundamental element that is very
important for researcher to look over, it is because the entire study is based on the type of
research. Qualitative and Quantitative are two types on which the study is based on. The data or
information produced in this method are always numerical and they are analysed using statistical
and mathematical methods are called as quantitative research methods. On the other hand, the
data or information produced in this method are non-numerical figures and numbers and the
information collected are on words, emotions and feeling. In this present research report, scholar
has applied qualitative research methods as it provide in-depth information (Tracy and Redden,
2015).
Research Approach: After the selection of research methods, researcher have to look for
selecting the research approaches so that the research questions are effectively addressed.

Research approaches are the plan, techniques, and methods which consist of steps of wide
assumptions in order to detailed method of collection, analysis and interpretation. However,
research approaches are mainly two which are Inductive and Deductive. The research approaches
that moves more general to more specific is known to be deductive approach. Whereas, the
research approach that more specific observation to wider generalisation along with theories is
known to be Inductive approach. In this current research, scholar has used inductive research
approach.
Sampling: Sampling is very important part of the research especially when qualitative
research methods are used. It is the process to select the small part of population because of
scarcity of resources and money (Gray and Malins, 2016). Probabilistic and Non-probabilistic
sampling are two methods of sampling. In this current research, scholar has used probabilistic
sampling which 20 students of UKBCC are selected randomly.
Data Collection: Once the sample of the research is selected, scholar have to look for
data collection. It is process to gather the data relevant to research questions. Primary and
Secondary are two methods for data collection. Primary methods are considered more reliable
and valid as information collected is fresh and un-used, for example, survey, interview,
observation etc. Where, secondary data are used data and do not reveals right conclusion because
they are past information for example, government publication, books, journals etc. In this
current research, researcher has used both methods primary and secondary to collect the
information (Shabani Varaki, Floden and Javidi Kalatehjafarabadi, 2015).
Data Analysis: This is the next process after the data collection process over. Analysis of
the data is the process to mould, clean and transform the data into meaningful information.
Qualitative and Quantitative are two main methods for data analysis. In this current research,
researcher has used qualitative methods for analysis of information in which thematic analysis
will be done.
2.3 Record and Collate relevant data where appropriate
QUESTIONNAIRE
Name:
Age:
Gender:
1. Do you think digitalisation is very important in travel and tourism sector?

 Yes
 No
 May Be
2. What is the best digital tool which is best for the marketing of Thomas Cook Company?
 Social Media
 Email Marketing
 Website Marketing
 All the above
3. What are advantages of social media marketing in tour and travel business?
 Maximum Revenue through Online bookings
 Boost Customer Satisfaction
 Approach to large Range of customer
 Reduce the cost of marketing
4. According to your opinion, do you think customer satisfaction is increased by the social
media?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
5. As per you opinion, social media marketing is cost effective marketing?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
6. What are the challenges you think Thomas Cook faced in incorporating the use of digital
marketing?
 Lack of trained workforce
 Developing Effective Social media Strategy
 Both

7. What do you recommend Thomas Cooks for managing proper use of digital technology
within business?
 Should provide digital training to Employees
 Should install integrated machines and tools
 Should take expert advised on regular basis
Theme 1: Digitalisation is very important in travel and tourism sector.
Particulars Students
Yes 9
No 6
May Be 5
Theme 2: Social media is the best digital tool which is best for the marketing of Thomas
Cook Company.
Particulars Students
Social Media 12
Email Marketing 4
Yes
No
May Be
0 1 2 3 4 5 6 7 8 9
Students

Website Marketing 3
All the above 1
Theme 3: Social media marketing in tour and travel business reduced the cost of
marketing.
Particulars Students
Maximum Revenue through Online booking 3
Boost Customer Satisfaction 5
Approach to large Range of customer 4
Reduce the cost of marketing 9
Social Media
Email Marketing
Website Marketing
All the above
0 2 4 6 8 10 12
Students

Theme 4: Customer satisfaction is increased by the social media.
Particulars Students
Highly Agree 7
Agree 4
Neutral 2
Highly Disagree 5
Disagree 2
Maximum Revenue through
Online booking
Boost Customer
Satisfaction
Approach to large Range of
customer
Reduce the cost of
marketing

Theme 5: Social media marketing is cost effective marketing.
Particulars Students
Highly Agree 6
Agree 5
Neutral 1
Highly Disagree 5
Disagree 3
Highly Agree
Agree
Neutral
Highly Disagree
Disagree

Theme 6: Developing Effective Social media Strategy is the biggest challenge Thomas Cook
faced in incorporating the use of digital marketing.
Particulars Students
Lack of trained workforce 5
Developing Effective Social media Strategy 9
Both 5
Highly Agree
Agree
Neutral
Highly Disagree
Disagree
Lack of trained workforce
Developing Effective Social media Strategy
Both
0 1 2 3 4 5 6 7 8 9
Students

Theme 7: Thomas Cook should install integrated machines and tools.
Particulars Students
Should provide digital training to Employees 7
Should install integrated machines and tools 8
Should take expert advised on regular basis 5
Should provide digital
training to Employees
Should install integrated
machines and tools
Should take expert advised
on regular basis

TASK 3
3.1 Research evaluation techniques
Research evaluation includes recommendation for future development. It is systematic
assessment of research to provide feedback. There are two types of evaluation which refers
summative and formative evaluation. Formative evaluation technique is exploratory and is
mostly done at the starting of the research so that it can guide the whole research process. It
helps in identifying insights of project and solving the problems. It takes qualitative data for its
research evaluation Summative research is done at the end of the project and used to determine
the success of the research. It acts as an guide n developing future projects and analyses the
outcome of research result. It takes quantitative data for its research evaluation.
Quantitative method of research evaluation focuses on learning outcomes and is based on
what you learned and take mathematical aspects to evaluate the results and then measured them
in quantitative terms and use statistical approaches whereas the qualitative data focuses on how
to implement what you learned by using portfolios, direct observation, role play, cases studies
etc.
This research has used formative evaluation techniques as it takes qualitative data to
analyses the research because it involves direct observation of students of UKBCC and has
involved questionnaire that were answered by the students based on their knowledge and
understanding.
3.2 Research interpretation
Theme 1: Digitalisation is very important in travel and tourism sector
Interpretation – As per theme 1 majority of students believe that digitalisation does play an
important role in tourism and travel sector as it enhances profit of the company, capture
customers, and lead to innovation. Also majority of the students believed that it saves time and is
cost efficient for the company as well as customers. Few students were not aware about about
digitalisation and their platforms used by the companies to enhance their working and hence
were not sure about their answer. Some students strongly believed that digitalisation has no
importance in travel and tourism as they believed that traditional method of business is more
efficient and appropriate and hence digitalisation leads to loss of human involvement and
manipulation of data.

Theme 2: Social media is the best digital tool which is best for the marketing of Thomas
Cook Company.
Interpretation – As per theme 2, majority of the students were very confident about social
media as the best tool of marketing used by Thomas cook. They believed that social media is
used by almost every individual now a days which increase the awareness about the tour
packages that the company needs to offer and attract most of the customers. The photos of
destinations attracts customers to book the tour package through social media. The other students
believe email marketing as an best tool of digital marketing as it focuses on particular individual
and targets them individually which make them feel special and they book the tour packages
with the company. The other 3 students believed that website marketing is efficient tool as it
offers all the details of the company on its personal website whereas the other 1 believed that the
company can use all the above tools of marketing.
Theme 3: Social media marketing in tour and travel business reduced the cost of
marketing.
Interpretation - According to theme 3, 5 students believe that it boosts customer satisfaction as
it saves time and cost of the customer and help them reading the feedbacks and reviews which
helps them in decision making. The majority of student believe that it reduces cost of marketing
as social media is really easy to maintain and is cost efficient and also it does not need huge
investment. The other students believed that it approach to large range of customer that is why it
is a efficient tool as social media is used by everyone and hence it covers high customer base.
The minority of student chose that it maximise revenue through online booking and helps in
reduction of cost.
Theme 4: Customer satisfaction is increased by the social media.
Interpretation – As per theme 4, out of 20 students 7 students highly agree as they believe
social media leads to customer satisfaction as it provides them with reviews and feedbacks of
different customers, images of the location, easy access to the bookings etc. The other 5 people
highly disagree as they believe that it creates confusion as what they see on social media is not
always true and fair and also the reviews and comments are something that are not reliable and
can be manipulated by the company itself. The other 4 students agree that social media increase
customer satisfaction and yet the satisfaction can be increased by adopting new methods and
innovations. The other 2 students disagreed as they personally experienced dissatisfaction due to

social media as what they were expecting about the tour package was something they did not get.
The other 2 students were neutral as they did not had any idea about social media marketing and
they never tried it and neither they were aware about social media tools.
Theme 5: Social media marketing is cost effective marketing.
Interpretation – According to theme 5, majority of students strongly agree that social media
marketing is cost effective as it involves very less investment and captures high base of
customers. The amount of students agree and disagree were same as the agreed one said that it
involves less investment for both the sides, for company as well as customers which makes it
cost efficient and the students who disagreed said advertisements to reach customers cost a lot on
social media and it has specific time limit which really makes it cost inefficient. The other 3
students disagreed as they believed that it cost same as other digital platforms and 1 student was
neutral as he had no idea about social media marketing and its process.
Theme 6: Developing Effective Social media Strategy is the biggest challenge Thomas Cook
faced in incorporating the use of digital marketing.
Interpretation – As per theme 6, most of the students believed that that developing effective
social media strategy was the biggest challenge of Thomas cook as without implementing
effective tool no company can earn profit and can increase its sales and to choose the best social
media task is quite a task and involves cost and time. The other students believed that lack of
trained workforce was the biggest challenge as even when the company will launch new
strategies and updations in technology unless it does not have skilled workforce it cannot be
efficiently implemented. The remaining students believed that both factors were emerged as
challenge for the company as workforce need to be efficient to develop a new social media
strategy.
Theme 7: Thomas Cook should install integrated machines and tools.
Interpretation – According to theme 7, majority of students voted for installing integrated
machines and tools so that company's operations can work efficiently and can have satisfactory
customers. The other 7 students believed that the company should provide digital training to its
employees so that they can effectively work with new digital technology up gradation. The
minority of students voted for regular advice from experts advice which will keep the dynamic of
company in control and will help it in achieving success.
3.3 Research recommendation

 The company should develop social media marketing tool as a strategy to attract more
customers in order to increase it sales by creating innovative and attractive
advertisements on various social media platforms like Instagram, Facebook etc.
 The company should upgrade its technologies and should hire specialized people who
can understand new advancements and can train other employees by giving
advertisements on newspapers or social media.
 The company should hire and recruit employees specially for social media marketing
and to manage its working so that the company can attract more customers.
 The company should enhance its virtual reality experience with its customers and
should attract them by providing them with free VR ride when customers access it for
first time.
 The company should have team of professionals that can give expert advice on
regular trends and technology to companies whether they should adopt it or not so
that the company can achieve economies of scale and can be cost efficient.
 The company needs to boost the social media marketing by continuously advertising
on social media platforms so that the advertisement can reach to most of the
customers.
 The company should adopt website marketing as well and should develop the website
more accurately where customer can access and can get all the information and can
solve all the queries they have and can write their feedback and comments.
 The company should adopt artificial intelligence more efficiently so that customer
can feel personalized and intellectual experience.
 The company should use search engine optimization technique to increase its reach,
sales and profit.
 The company should note down all the feedback and comments written by customers
on social media sites and should take action against it and should try to improve and
focus on solving the queries.
TASK 4
Outcome of research

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