Influence of Digital Technology in Travel and Tourism: Thomas Cook

This research project investigates the impact of digital technology on the travel and tourism sector, with a specific focus on the Thomas Cook Group. The study explores the significance of social media tools in influencing consumer decision-making, examining the concept of social media within the travel industry, the need to influence consumer choices, and the importance of social media in developing Thomas Cook's operations. The research utilizes a literature review to gather secondary data from various sources, including journals and articles, to provide a comprehensive understanding of the topic. The report addresses the research aim and objectives through an introduction, literature review, research methodology, data analysis, and conclusions with recommendations. The project analyzes how digital technology, particularly social media platforms like Facebook and Instagram, shapes consumer behavior and marketing strategies within the tourism sector. The research also highlights the evolution of consumer behavior in the digital age and the impact of online reviews and recommendations on travel decisions.

RESEARCH PROJECT

TOPIC: “The influence of digital technology in the travel and tourism sector”.
INTRODUCTION
Digital technology is included as principle factors which totally change method for
working of the business in this present era. With every advancement of new innovation, an
organization gain chance to run business. The travel and tourism sector is regarded as most
developing. In this sector, computerized innovation has changed the method of travelling. This
research is related to how advanced innovation has reshaped the method for the travel industry.
This investigation is related with Thomas Cook Company that is UK based organization and
provides the better travelling services to tourists. It provides services like occasion bundles,
journey lines, traveler aircrafts and that's only the tip of the iceberg.
TASK 1
1.1
This investigation is taken in to consideration on impact on digitization on tourism sector.
For conducting this investigation, it is essential for researcher to create proper aim and objectives
that helps in conduct am investigation. This reflects main key points which are necessary to be
adjusting for better understanding about concept and develop effective outcomes. So it is one of
the most necessary parts that aids in address all issues in significant way.
Significance of Research
This investigation is based on technological impact on travel and tourism sector. This
industry use digitization to attract more consumers and also give them better quality of services
effectively. It aids in enhancing skills as well as knowledge of a researcher.
Research Aim:
“To identify the significance of social media tools over the decision making of
consumers in travel and tourism sector”. A study on Thomas Cook Group.
Research Objectives:
 To evaluate concept of social media in context of travel industry.

 To analyze the need of influencing the decision of consumers towards the operations of
Thomas Cook.
 To determine significance of social media in developing the operations of Thomas Cook.
 To access the impact of social media on the decision making of consumers regarding
tourism sector.
1.2
Introduction- It is a primary part of research and introduces the topic as well as provides
scenario of whole study that helps in completing a project. This also gives direction to
investigators through framing proper objectives as well as aim for getting the better conclusion.
Literature review- It is related with the main part of Investigation where the data is collected
from secondary source. The different sources which researcher used to collecting data are
journals, articles and others. On the other hand, this is helpful in provide authenticate and
relevant information for conducting an investigation in a better way. In this method, information
and data has been gathered through other person. It is helpful in doing an investigation in an
effective manner. It aids in reduce the time and cost. In literature review part, the view points and
opinions of respondents has been considered and the critical evaluation has been also included in
this.
Research methodology- This research part consists techniques through which investigators can
gather data and information by different methodologies. On the other hand, it consists different
research approaches, ethical consideration, research philosophies. Methods of data collection are
helpful in collecting data and information from the various sources on specific research area
Data analysis- This is related to the necessary investigation part in which measure of secondary
as well as primary research is conducted. Under this, the collected information in literature
review part as well as the primary survey for getting the valid conclusion.
Conclusion and recommendations- It is a last part of research project where investigator where
the data is summarized according to research. It would be helpful in identifying what need to be
obtained after conducting an investigation. It will aids in giving the factor recommendation on
the specific research area in order to gain better outcomes.

1.3
This is related to academic paper that comprises opinions just as view purposes of various
investigators on explicit branch of knowledge. To gather the information and data, secondary
sources are required for an instance books, articles etc.
Concept of social media in the context of travel industry
According to view point of Gissimee Doe (2019) Social media is form of an interactive
media by which user can be communicate with each other by content photos videos and post. It
is an interactive Computer mediated technology that aids in pencil rated sharing and creation of
Ideas information and other forms of impressive through virtual networks and Communications.
An industry of Travel and tourism is one of most growing and provide better contribution in an
economy of country.
In this present time period social media is evolving very fast the social media is
developing very fast. It consists different websites such as Twitter Facebook YouTube which are
very popular and developed the big impact on people (Brynjolfsson, E. and McAfee, A., 2012).
When people are searching for the new travel destination they mainly get recommendation from
their family or friends but in this present time period they use social media because of social
media websites the visitor’s post their videos, picture from their vacations they can also check
into the many location and also post their online reviews of specific place where they were
visiting.
Need of influencing the decision of consumers towards the operations of Thomas Cook
According to opinion of Michael Richarme (2019) Consumer decision making is explained
as procedure through which customers can determine requirements, collect information, measure
alternative and also make better Purchasing Decision. All these actions are identified through the
economical and psychological factors and also influence to environment factors for an instance
group social values and culture. It is a method through which marketers determined as well as
track decision making process of customer journey from taken to finish. It is necessary that
companies should determine the needs and wants and customer in provide services accordingly.
Internet has more developed to analyze the behavior of consumers after wide growth of internet
there are many online travel communities which existed as a reliable source in order to search
information and also acts as an effective marketing tool for a marketer so it is necessary to know

that what makes customer to feel positive to watch online community (Bizirgianni and
Dionysopoulou, 2013). Thomas Cook is a large size organization and its main focus is on
understanding the needs and demands of customer and also full fill them so that they can sustain
at Hotel for long time period.
Importance of social media in developing the operations of Thomas Cook
As per view point of Victoria Schmid (2019) Role of social media is humongous in
today’s era as people use it in huge amount and gets lot of information out of it. Thomas cook
has realised significance of social media in the current era and because of that they use
technology for promotion of services provided by them. The reason behind using the platform of
social media through an organisation that is connecting with people, understanding what they
actually want, generating demand from it, promoting the brand and increasing its value out of it.
The company believes that by increasing or spreading the brand awareness they can get more
customers who will be ready to book a holiday tour from Thomas Cook. It can be made possible
by constant customer interaction because only after that the company can know where they are
lacking and they can alter their operation according to the needs of the customers (Cohen and et.
al., 2014). Another point is through social media, relations with customer can be maintain by
handling their queries and the company can get loyal customer out of it which will stay with the
company for a longer period. Social media also help in gather huge mass of audience so various
marketing campaign can be done in that platform and the best part of it is the campaigns will be
witnessed by the audience all around the world. T
Impact of social media on the decision making of consumers regarding tourism sector
According to opinion of Hewa Ghafor Hassan (2019) Social media has changed the way
how customer uses to think pre social media era and post social media era. Customers nowadays
try to engage with brands more. Customer have more trust in social media that why Thomas
Cook try to communicate with customers via social media. Customer feels like they can do detail
study regarding services provided by an organisation with help of social media (Del Chiappa and
Baggio, 2015). The communities are formed in social media where group of interested customer
discuss about the brand or services and then they rate it or review it. The most important factor is
that social media is a public platform where the communication between the brand and its

customer took place even on one by one basis, so if a customer have any doubts related to the
services provided by the brand they can clear it out by the brand itself. The interaction between
the customer and company is also visible to other customer so they can also get help out of it and
it can help in easing the decision making of the consumer. Significant amount of research is done
by company to analyse the consumer behaviour and altering the services according to the needs
of consumer. New trends can be also analysed through using social media (Di Pietro, Di Virgilio
and Pantano, 2012). Not only that, a company can have the knowledge of how the competitors
are performing as they are also visible in social media.

1.4
Research Title
“To identify significance of social media tools over the decision making of consumers in
travel and tourism sector”. A study on Thomas Cook Group.
Background Of the study:
Organizations which are managing in this area can give better services to visitors
vacationers where they can discover new goals to go and gain the better experience. In such
manner, portable innovation is considered as the most ideal route for movement businesses to
reach sightseers and impact them to visit a spot. This would prompt improve the travel and
tourism sector which demonstrate helpful for monetary advancement. Alongside this, through
execution of computerized innovation, travel organizations can reach at their focused on crowd
all the more viably and increase their maintenance for longer period also.
Research Aim:
“To identify the significance of social media tools over the decision making of
consumers in travel and tourism sector”. A study on Thomas Cook Group.
Research Objectives:
 To evaluate concept of social media in the context of travel industry.
 To analyze the need of influencing the decision of consumers towards the operations of
Thomas Cook.
 To identify importance of social media in developing the operations of Thomas Cook. To access the impact of social media on the decision making of consumers regarding
tourism sector.
Research Questions
 What is the concept of social media in the context of travel industry?
 What is the need of influencing the decision of consumers towards the operations of
Thomas Cook?
 What is the importance of social media in developing the operations of Thomas Cook?

 What is the impact of social media on the decision making of consumers regarding
tourism sector?
Literature Review
Social media has of influence on tourism sector. From analysis of project it has been
stated that customers engage with the social networking site to investigate about trips make the
informed decisions related to Travels and share personal experience of a specific Hotel restaurant
and airline. On the other hand the main need of influencing decision of customer is to attractive
them and also enhancing its productivity in an effective manner. The marketing can be
influenced thoughts decision and also purchase of customers in how organization can aware
customers about their product as well as services that Thomas Cook provides its services details
on its social media website like Facebook, Instagram. The company really feels that social media
advancement may help their cause as it is infectious in nature and the cost of the social media
promotion is very low compare to other ways of promotion. Social media has open up lot of new
markets which were hard to reach before and the result is very positive as the response of
customers are coming from those new markets also. Social media is a good return on investment
as the most important stage of decision making which is evaluating, consumer use social media.
Through using this, relation between consumer and company is developed which can last for
long because it will give company a loyal consumer.
Research Methodology
Research approach: Inductive approach will be used for this project because it help an
investigator by providing accurate information about the topic. deductive approach not useful for
this dissertation because it give inaccurate data about the study.
Data collection sources: Secondary and primary are included as two important kinds of data
collection and researcher use different sources to accumulate appropriate data regarding specific
study. In primary investigation, questionnaire introduces as a best source which is applied by
investigator to collect reliable as well as valid data regarding study. In context of secondary
investigation, magzines, books, journals etc. sources will be applied through an investigator in
order to collect in-depth information about the particular area.

1.5
It is generally a production control tool and its horizontal bar chart. Gantt chart is
prepared for tracking, coordinating, and planning particular task in a given project. It can be
prepared in a simple graph paper or a company can use project management applications also to
prepare it. On horizontal axis total span of project time is mentioned and on vertical axis the task
is mentioned. Through using Gantt chart an organisation can find out the current status of the
project but there is one drawback of Gantt chart, it does not represent task dependencies. By task
dependencies it means a company can’t tell how can one task which is falling behind time can
indirectly or even directly affect the other tasks which are dependent on the principal task. The
Gantt chart prepared with the help of project management application also known as automated
Gantt chart have more detailed information in it. Automated Gantt charts are also easy to alter
and company can change it without much fuss whenever they want to change it. The charts can
be altered frequently as they will be showing the actual status of the task and company can make
decision out of the data drawn out from the chart which will help them in their operations.

From the above mentioned chart, it has been shown different number of activities and its
starting and ending time duration. Through using Gantt chart, an investigator can complete each
activities of research in an easy manner and also gain positive outcomes within specific time
period. This chart, introduction, development of aims and objectives, literature review, research
methodology, submission of research proposal, data collection, conclusion and at last
recommendation of project. For completing this project, minimum 232 days will be requir by
researcher.
TASK 2
2.1
This part is considered as best bit of examination as it is helpful in conducting entire
assignment towards right setting out toward assessing reasonable result. This area of research
depends on different application which is useful giving a better way to the researcher to
actualize all the exploration exercises in viable way.
Type of Investigation: It is essential for an investigator to conduct an investigation is a right
direction. It can be subjective or quantitative in nature as it provides the better information
related to specific subject areas that are accumulated by the researcher for directing the
exploration venture in viable way. The essential point behind conducting this research is to
get relevant information and data which helps in provide the positive outcome.
There are two different types of research methods:
Qualitative- Under this, information is measured by quality and hypothetical and it is based
on speculations and theory.
Quantitative- In this method, information is analysed in terms of numeric. This method of
research decreases the data in to the numbers.
Research Design- It underscores on identifying the courses by which investigation can be
conducted properly. The various types of research design are: experimental, exploratory

descriptive and research design. Experimental research design emphasis on showing
investigation by point to point description of existing numbers. Descriptive research design
underlines on exploring new thoughts. Finally, exploratory design incorporates coherent
examination for making as well as exhibiting certain theory. In this investigation, descriptive
research design has been used because it provides the detailed data and information related to
particular subject fields and also provide positive conclusion.
Research Philosophy- This is additionally a basic piece of examination work and it gives a
critical course to the researcher to actualize examination of data and information in a right
way by breaking down the perspectives on different writers and journalists. The two different
kinds of research philosophies are interpritivism and positivism which look into theory. In
this present investigation work interpritivism philosophy researcher used, as it is most
appropriate device for subjective investigation since it is successful in leading better
examination on research issue by means of talking about the perspectives and supposition of
other researchers.
2.2
Data collection is explained as procedure of gathering information as well as data
regarding the specific research area. The different methods of data collection mention below:
Primary data- It is related with collect data and information which an investigator
collects for the first time. Under this data has not been collected either by this or any other
investigator before. The primary data will give researcher with most reliable and valid data and
information regarding respondents. The main sources of collecting this data for an instance
observation, surveys, questionnaires etc.
Secondary data- It refers to data that research gathers data and information from other
source. Under this, past researcher collects that data and information needed for their study. They
do not have any clear Idea regarding validity and reliability of data. The various sources of
gathering data are published articles, internet sources etc.
Under this, examination both methods of data collection are essential to conduct this
research. In context to this, an investigator uses the primary data collection method by
developing questionnaire and asks questions from the different respondents. For gathering

essential information secondary research method will be utilized and so as to gather relevant
information in order to get better conclusion.
Ethical considerations- Under this, ethics is concerned with norms, values and also principles
which researcher require to followed during conduct a research. This is essential that researcher
should not disclose the information of respondents and keep their data and identity confidential.
Data Sampling- It is used to analyse the statistical data the sampling techniques are used. The
investigator can make decision after analysing that data or after doing data sampling. Data
sampling are helpful for those data which are huge in number, a sample is taken from that huge
population and then that data is analysed and results are drawn accordingly. More is the sample
of data more will be its accuracy. Random data sampling method has been chosen because it
provides equal chance to respondents. Through this method, 30 respondents are chosen and these
are staff members of Thomas Cook Group.
2.3
QUESTIONNAIRE
Name:
Age:
Gender:
Contact No:
Q1) Do you have knowledge about social media technology?
a) Yes
b) No
Q2) Does the social media helpful for an organization to enhance its productivity?
a) Yes
b) No
Q3) What are different tools of social media through which Thomas Cook can connect
more people?
a) Facebook
b) Instagram
c) Twitter
Q4) In what manner social media effect on decision making of consumers?

a) Positive
b) Negative
Q5) What is significance of social media tools over consumers decision making in the
travel and tourism sector?
a) Connecting with customers
b) Enhance productivity
c) Develop positive image
Q6) What is significance of social media in developing operations of Thomas Cook?
a) Increase brand awareness
b) Enhance sales
c) Communicate with consumers
d) Effective marketing
Q7) What is social media effect on decision making of consumers regarding tourism
sector?
a) Build relationship
b) Optimize lead conversion effect
c) Attract towards brand
Q8) Does social media helpful for Thomas Cook for gain competitive advantage?
a) Yes
b) No
Q9) Recommend different ways by which Thomas Cook can attain competitive
advantage through using social media.
TASK 3
3.1
This research is taken consideration on the significance of social media tools over
customers decision making in the travel and tourism sector. It is wider research area that plays
necessary role in developing the better and effective knowledge with particular field. In context
to this, research is a systematic process of Data Collection, interpretation, analysis and also
implication of the accurate outcomes. There are various kinds of research which can be used in

any investigation for gaining the better outcomes and these are qualitative and quantitative
research. In this present investigation, qualitative research method has been used through
investigator for know about answers of research related issues. The qualitative investigation
helps in measuring as well as developing better theoretical framework of investigation and
analysis hypothesis in an effective way.
Different kinds of evaluation techniques are given below:
Formative Assessment: It is helpful for thing that precisely as well as formally with the
coming circumstances fort getting the better outcomes in future. It is done through using
questionnaire that need to be organised in a formal way. It is helpful in gaining the better
outcomes within given time period.
Summative Assessment: It outline angles which emerge after directions according to
nature. It is a blueprint for study to identify aspects which need to be examined in a proper
manner. It assessment consists Critical Path System and Gantt chart which work as methodology
in project.

3.2
THEME 1: Knowledge about social media technology
Q1) Do you have knowledge about social
media technology?
Frequency
Yes 27
No 3
Interpretation: It has been interpreted from given graph that social media is most using
Technology through people as well as companies to connect with each other. 27 respondents
said that they have knowledge regarding social media Technologies and also aware from their
benefits in a better way. 3 respondents do not have any knowledge and idea regarding social
media Technology.
THEME 2: Social media aids for company to increase its productivity
Q2) Does social media aids for company to
increase its productivity?
Frequency
Yes 25
No 5
Interpretation: The organizations use social media Technology to connect with more people
and aware them regarding their services as well as product. Organizations using tools of social
media to enhance its productivity as well as efficiency of business. From the above mentioned
analysis it has been interpreted that 25 respondents said that social media helps company to
increase its profitability as well as productivity. There are 5 respondents which are disagree with
given statement.
THEME 3: Different tools of social media through which Thomas Cook
Q3) What are various social media tools
by which Thomas Cook can connect with
the more people?
Frequency
Facebook 18
Instagram 7
Twitter 5
Interpretation: In present era, large number of people is using different tools of social media to
connect with the each other. The main motive of organization behind using tools of social media
to connect with the people and also attract them towards its product and services by

communicating with them. Many social media tools organization uses like Facebook, Instagram
etc. According to opinion of 18 respondents that Facebook is a most using tool and it helps an
organisation to connect with large number of people. On the other hand there are 7 respondents
and according to them Instagram is most effective and usable tool to connect with people. There
are 5 respondents which said that Twitter is a better option to connect with people and
communicate with them.
THEME 4: Manner social media effect on decision making of consumers
Q4) In what manner social media effect
on decision making of consumers?
Frequency
Positive 22
Negative 8
Interpretation: Process of Consumer decision making of determining and verifying decisions of
customers through business or other marketers. The main responsibility of organization to
determine the needs and demands of customers as well as satisfy them accordingly. The needs
and demands of customers are changes within short period of time. Many organizations conduct
the market research to determine needs of customers. Thomas Cook is a large size organization
and its uses tools of social media to connect with them and also determine their needs. There are
22 respondents and according to their opinion social media helps in develop positive effect on
decision making of customers. 8 respondents said that social media is not more effective and also
not able to gain the attention of customers.
THEME 5: Significance of social media tools over decision making
Q5) What is significance of social media
tools over consumers decisions making in
travel sector?
Frequency
Connecting with customers 12
Enhance productivity 7
Develop positive image 11
Interpretation: The organizations use social media for different purposes. The Thomas Cook is
a large size organization and it uses various tools of social media in order to connect with large
number of people and many other purposes. As per opinion of 12 respondents that the main
significance of social media over the customers decision making is to connect with more people
and also give them necessary information regarding its services so that they are aware about it

and also avail its services. There are 7 respondents and they said that through using Social Media
tools, firm can increase its productivity. 11 respondents are agree with developing the positive
image because if company will connect with people and also resolve their issues and provide
them information so it is helpful in developing the positive brand image of Thomas Cook.
THEME 6: Importance of social media in order to develop operations
Q6) What is importance of social media
in developing operations of Thomas
Cook?
Frequency
Increase brand awareness 7
Enhance sales 10
Communicate with consumers 9
Effective marketing 4
Interpretation: Thomas Cook uses various social media tools to conduct its business functions
as well as enhance its profitability. There are 7 respondents and according to them major
significance of social media is to maximise the brand Awareness of Thomas Cook Group. There
are 10 respondents and they said that through using Social Media, an organisation can be aware
customers regarding its services and it will help in increase its sales in a better way. On the basis
of 9 respondents, through using Social Media, firm can communicate with its existing consumers
and target new market. According to 4 respondents that company can do better marketing of its
business and gain attention of more customers.
THEME 7: Social media effect on consumers decision making
Q7) What is Social media effect on
consumers decision making regarding
travel and tourism sector?
Frequency
Build relationship 10
Optimize lead conversion effect 12
Attract towards brand 8
Interpretation: From the above mentioned analysis social media impact on the decision making
of consumers in travel and tourism industry in negative as well as positive manner. Through
using social media visitors or guests can find the better place to visit and gain the better
experience. Thomas Cook recommends the better destination places to customers so that they

can find the better visiting places and gain better experience. There are 10 respondents which
said that the impact of social media on stonecutters decision making is to develop positive
relationship with them. On the other hand there are 12 respondents and they said that the effect
of social media on the decision making of clients is to optimize lead conversion effect. There are
8 respondents and they said that through using social media from can attract the customer
towards its brand and enhance its sales.
THEME 8: Social media aids for Thomas Cook for gain the competitive benefit
Q8) Does social media aids for Thomas
Cook for gain the competitive benefit?
Frequency
Yes 25
No 5
Interpretation: The organisation uses social media to connect with more people and also gain
their attention. Thomas Cook uses the different social media sites so that it can attract people and
also provide them information regarding its services in an effective way. From above mention
analysis, it has been recommend that there are 25 respondents which said that social media aids
for Tomas Cook company in order to gain the competitive benefit at market place. 5 respondents
are disagree with above mention statement and they said that company can do some other
activities to gain customers attention and also gain the competitive benefits.
3.3
Present report is taken into consideration of effect of social media on travel industry.
This organization uses social media for connect people in world. In present time period, social
media is regarded as most valuable tool and there are many people which use the social media
tools to connect. It has been recommended that Thomas Cook group should execute the advance
technology in conducting their business operations for developing business at global level. On
the other hand, this firm should measure the market requirements and then execute strategies
accordingly. It will help for firm to satisfying wants as well as needs of people in a better
manner. This company has large number of consumers so it should analyse any kind of complex
issues faced by consumers or guests related to its services and then firm should make changes
accordingly. It will help company to enhance profit and sustain for long period of time in
competitive market. Other than these, there are some recommendations mention below:

 Thomas Cook group should adopt the high and advanced technology for conduct any
activities in better manner.
 Firm should hire the well qualified which can able to perform in better manner and also
attain specific objectives in significant way.
 Thomas Cook should develop the attractive pages on which all details of its services
should be mentioned.
 Thomas Cook group should make changes in its social media tools for an instance
Facebook, Instagram etc.
TASK 4
4.1