Influence of E-commerce Activities on Customer Attraction: Thomas Cook

This research project investigates the influence of e-commerce activities on customer attraction within the travel and tourism sector, using Thomas Cook Group as a case study. The project begins with a literature review exploring the concept of e-commerce in the travel industry, focusing on activities used to attract customers, and the relationship between e-commerce and customer attraction. The methodology includes a descriptive research design, interpretivism for research philosophy, and a non-probabilistic sampling method using questionnaires administered to UKCBC students. The research analyzes data collected through questionnaires, identifying the effectiveness of e-commerce, the benefits of e-commerce implementation, and the impact of social media, particularly Instagram and Facebook, on customer attraction. The findings reveal that e-commerce, particularly through social media, plays a significant role in attracting customers, with a strong emphasis on creating awareness and providing travel information to gain customer attention. The project concludes with recommendations for improving customer attraction within Thomas Cook Group through e-commerce activities.

RESEARCH PROJECT

Table of Contents
TITLE: To identify influence of E-commerce activities on customer attraction in travel and
tourism sector – A Case Study on Thomas Cook Group.................................................................1
TASK 1............................................................................................................................................1
1.1 Research project outline........................................................................................................1
1.2 Factors that promote in research ..........................................................................................2
1.3 Literature review...................................................................................................................2
1.4 Research project specification...............................................................................................3
1.5 Appropriate plan and procedure for agreed research specification.......................................4
TASK 2............................................................................................................................................6
2.1 Match resources and questions..............................................................................................6
2.2 Research investigation..........................................................................................................6
2.3 Record and collect relevant data...........................................................................................8
TASK 3..........................................................................................................................................11
3.1 Research evaluation techniques..........................................................................................11
3.2 Interpret and analysis results...............................................................................................12
3.3 Recommendation.................................................................................................................14
TASK 4..........................................................................................................................................15
4.1 Presentation of outcomes in front of audience....................................................................15
REFERENCES..............................................................................................................................16

TITLE: To identify influence of E-commerce activities on customer attraction
in travel and tourism sector – A Case Study on Thomas Cook Group
TASK 1
1.1 Research project outline
Background
In respect to deal with E-commerce activities, it can be stated that social media help to
promote systematic work performances in the travel and tourism sector. With the help of
different activities and tasks, marketing activities grows continuously that help to target people
with demographic characteristics. On the basis of customer needs and requirement, enterprise
need to promote their functions that assists to meet with effectiveness. Furthermore, taking
feedback from customer is one of the important perspective that assists to develop significant
results in the market (Cao and Yang, 2016). In these days, people share their ideas and views
from Facebook so that there are different people engage to increase tourism brand. It helps to
create awareness to develop significant advantages at workplace. It helps to regulate with
different activities that assists to attract maximum number of people together in business. All age
group of people targeted so that brand performances also develop successfully to work in
creative consideration.
Rationale
In this regard, it is important to Thomas Cook Group to assess their customer needs and
requirement so that they are able to perform different activities. Social media is the best tool that
help to promote products and services in international market to attain more desired results. In
this consideration, feedback also taken from different customers that help to reach towards
effective functioning (Hua, Morosan and DeFranco, 2015). On the basis of photos, videos, etc.
customers encourages towards the company which is main benefit to perform several functions
and operations in the company. There are several advantages and disadvantage boost to consider
results in the society.
Aims and objectives
Aim: To identify influence of E-commerce activities on customer attraction in travel and tourism
sector – A Case Study on Thomas Cook Group.
Objectives
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 To understand concept of E-commerce activities in travel and tourism sector.
 To explore activities to attract customers in Thomas Cook Group.
 To interrelate E-commerce and attraction of customers in Travel and Tourism business. To recommend ways through customer attraction will be increasing in Thomas Cook
Group.
Research questions
 What do you understand concept of E-commerce activities in travel and tourism sector?
 How to explore activities to attract customers in Thomas Cook Group?
 How to interrelate E-commerce and attraction of customers in Travel and Tourism
business?
1.2 Factors that promote in research
In respect to determine present research, it can be stated that there are several factors
exist that assists to promote effective functioning at workplace. In this regard, following
elements create major part to promote results in present research: Knowledge: In respect to consider present research, it can be stated that researcher has
wide knowledge towards E-commerce activities. Therefore, it helps to attain desired
results and outcomes in Thomas Cook Group. It is the best way to develop effectiveness
in industry. Scope: Further, present research consider wide scope to attract maximum number of
people at workplace. In this way, effectiveness also develop to attain more desired
functions in company. It assists to identify influence of social media on customer
attraction.
 Interest: Along with this, researcher has more interest to implement E-commerce
activities in travel and tourism sector. In this regard, systematic work performances
develop that help to increase performances of company.
1.3 Literature review
Concept of E-commerce activities in travel and tourism sector
As per the view of ___________ E-commerce consider different activities that help to
promote desired results in travel and tourism business. In this aspect, development of different
targets assists to measure successful outcomes in the organisation. Facebook, Instagram, etc.
tools help to ascertain innovative operations in the business environment. Furthermore, Wang, Li
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and Zhang, (2016) consider their views that there are different blogs assists to attract customers
in the company. As results, it will focus on maintain effective performances in the business
environment. On the basis of creativity, it can be stated that Thomas Cook Group will able to
make creative work performances in the company. With focusing on social media, connectivity
established through enterprise able to deliver creative work performances.
Activities to attract customers in Thomas Cook Group
According to the view of Szopiński and Staniewski, (2016), there are different customers
need to attract at Thomas Cook Group. With the help of effective pricing strategy, the company
able to produce systematic work performances in business. There are several areas consider
which make effective functioning at workplace. As results, travel and tourism activities develop
to focus on maintain new operations. Beside this, Yeh and Cheng, (2015) argued that Facebook
is one of the important element that help to focus on desire results and outcomes. On the basis of
Facebook performances creativity and effectiveness also increases continuously that increases
better performances at workplace. On the basis of effective tourism activities, it develops
functions and operations in international market.
E-commerce and attraction of customers in Travel and Tourism business
As per the point of Choi, Law and Heo, (2016), E-commerce activities help to maintain
effectiveness at workplace. In this regard, business able to maintain their creativity and attain
more systematic work performances in business. With the help of Facebook, Instagram, etc. This
is because, travel and tourism ascertain their functions to make proper coordination among
different elements. It is the best way to attain goals and targets which needed to perform
activities. On the other hand, Chiu, Fang and Huang, (2014) stated that travel and tourism
business and E-commerce activities perceive positive results in respect to attain desired results.
With this regard, different tasks and activities must be determines that help to make new areas
operations.
1.4 Research project specification
In respect to conduct proper research, there are different aspects exist which need to be
include in the process. Research methodology play very important role that help to attain desire
results with analysis. Following elements are generally included in the present research:
 Research design: It is related with planning and attain desired results at workplace.
Therefore, aims and objectives will be attain in systematic manner. There are several
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types of research design exist such as exploratory, experimental, descriptive, etc. From
this, researcher select descriptive research design that help to make creative work
performances (Lowry, Cartier and Delconte, 2015).
 Research philosophy: In order to find useful results, in the present research there are two
options mainly exist such as interpretivism and positivism. From the both, researcher
select interpretivism. This is because, it helps to collect fresh and effective information
towards aims and objectives (Standing, Tang-Taye and Boyer, 2014).
 Data sampling: It is also major perspective that help to make effective functioning at
workplace. In this regard, probabilistic and non-probabilistic two kinds of methods for
data sampling. From the both researcher use non-probabilistic in which simple random
sampling method generally adopted (Figueroa-Domecq, Pritchard and Villace-Molinero,
2015).
 Research approach: In order to consider effective results, there are two kinds of
approaches exist that can be used by researcher to find useful information. In this way,
inductive and deductive two types of method exist from which researcher generally
consider inductive to find useful information (Duncan and Cohen, 2016).
 Data collection: In respect to collect desire information, there are two methods exist such
as qualitative and quantitative. From the both researcher mainly consider qualitative
research method that help to develop effective research.
 Ethical consideration: In this way, researcher consider focus on proper facts and
relevant information that help to attain more desired results. Therefore, they need to make
focus on maintain security (Mair, Ritchie and Walters, 2016).
 Sample: Sample is also important element in which 20 students of UKCBC of the UK.
1.5 Appropriate plan and procedure for agreed research specification
In respect to consider effective research following activities design to find effective
results at workplace. It is one of the important perspective to maintain systematic results.
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week 7 Week
8
Week
9
Week
10
Week
11
Defining
research
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proposal
Defining
background
or rationale
for study
Literature
review
Deciding
aims and
objectives
Finalizing
aims and
objectives
Devising
the
questionnai
re
Gathering
data
Examining
the data
Finding
Recommen
dation and
further
areas to be
consider
Final
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Submission
TASK 2
2.1 Match resources and questions
In order to determine effective results, following research questions could be consider to
match with resources:
Research Resources
Research mainly focus on analysis impact of e-
commerce activities on travel and tourism
Secondary data used such as books, journals,
articles, review, etc.
Apart from this, primary data consider from
questionnaire.
Objectives assist to determine different themes
and collect relevant information (Figueroa-
Domecq, Pritchard and Villace-Molinero,
2015)
In this way, researcher consider data collection
from 20 students of UKCBC.
2.2 Research investigation
Questionnaire
Name:
Age:
Gender:
1. Which is main consideration of digital technology in travel and tourism sector?
 Social media
 E-commerce
 Administration
2. Do you think that E-commerce is effective for travel and tourism business?
 Yes
 No
 Cannot say
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3. What are main benefits of E-commerce implementation at workplace of Thomas Cook Group
 Promotion
 Creating awareness
 Competitive advantage
4. Which is main element of social media to create impact on travel and tourism?
 Facebook
 Instagram
 Twitter
 YouTube
5. Do you believe that Facebook is major perspective which create positive impact on Thomas
Cook Group?
 Yes
 No
 Cannot say
6. What is main element to gain travellers attention in business?
 Posting travel information
 Flashing of image
 Posting video
7. What is major limitation of advertisement on Facebook?
 Yes
 No
 Cannot say
8. Do you access information from E-commerce?
 Yes
 No
 Cannot say
9. What is main strategy which could be implement in e-commerce activities?
 Launching online campaign
 Online buying and selling
 Networking Events
10. How often the chosen business using e-commerce for advertisement?
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 Always
 Sometime
 Rarely
 Never
2.3 Record and collect relevant data
Theme 1 E-commerce is the best tool of digital technology
What according to you is the best tool of digital
technology? Frequency
Social Media Advertising 2
E commerce 12
Administration 6
Theme 2 Digital technology is the best tool of travel and tourism
Do you think that E-commerce is effective for travel
and tourism business? Frequency
Yes 12
No 4
Cannot say 4
Theme 3 E-commerce is the best aspect to increase awareness
What are main benefits of E-commerce
implementation at workplace of Thomas Cook
Group? Frequency
8

Promotion 2
Creating awareness 12
Competitive advantage 6
Theme 4 Instagram is main perspective which used in social media
Which is main element of social media to create
impact on travel and tourism? Frequency
Facebook 2
Instagram 12
Twitter 3
YouTube 3
Theme 5 Facebook is major perspective that impact positively on Thomas Cook group
Do you believe that Facebook is major
perspective which create positive impact
on Thomas Cook Group? Frequency
Yes 15
No 3
Cannot say 2
Theme 6 Posting travel information assists to gain travellers attention in business
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