Analyzing Image Role in Online Promotion: TUI & Consumer Choice

This research report investigates the role of image in online promotion, specifically focusing on the influence of film on consumer choice within TUI. It examines the technology's impact on the tourism sector, highlighting the importance of consumer sensitivity in technology development. The report formulates research questions and hypotheses, aiming to analyze the importance of image effect on online promotions for TUI. The research objectives include identifying technologies used by TUI for creating an online business image, analyzing the importance of online promotions for competitive advantage, evaluating customer satisfaction with technology, and providing recommendations. The methodology employs primary and secondary data collection methods, including questionnaires distributed among UKCBC students, and discusses ethical considerations. An action plan outlines the project timeline and activities, from topic identification to recommendation and conclusion.

Unit-4 Research Proposal
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Contents
Introduction.................................................................................................................................................3
1.1- Formulate and record possible research project outline specifications.............................................4
1.2 Identify the factors that contribute to the process of research project selection.................................6
Rationale.................................................................................................................................................6
1.3 Undertake a critical review of key references....................................................................................7
Literature Review....................................................................................................................................7
1.4 Produce a research project specification............................................................................................9
Research Methodology............................................................................................................................9
References.................................................................................................................................................10
Appendix...................................................................................................................................................11
1.5 Provide an appropriate plan and procedures for the agreed research specification..........................11
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Introduction
This research conducted is based on the topic, “The role of image in the online promotion:
focusing on the influence of film on consumer choice within TUI." The whole research is based
on the chosen topic. Technological advancement wise, this sector was the first that was
revolutionized in social media. Technology has made the travel and tourism sector safer for the
tourists and has encouraged advancement in this sector. The consumer sensitivity is the main
criteria for the technology development that is fulfilled in this research project. The role played
by the image is considered vitally important in the travel and tourism industry.
The research methodology and techniques used for this research have been appropriate and
efficient. It consists of summative and the formative types of research presentation with the use
of the questionnaires. For this questionnaire, which is prepared in relation to the topic that is
stated above, is distributed among UKCBC students and answers are selected randomly, which
further help in preparation of summative research. The primary and secondary data has been
collected and effective methodology has been used for accomplishing this research. The various
theories have been explained and the literature review has been very helpful for this research.
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Task 1
1.1- Formulate and record possible research project outline specifications.
Title
"The role of image in the online promotion: focusing on the influence of film on consumer
choice within TUI"
Brief Introduction
The main reason behind carrying out this research is to examine the technology impact in the
tourism sector and travel industry. It is true that the technology plays a vitally important role in
all phases of the businesses (Ibrahim, 2017). A better analysis of the research topic with the help
of a literature review of the project will help in knowing how to use the technology properly for
the customers and make their travel safe. This research proposal report will provide information
which is extremely important for the TUI to remain competitive in the competitive market and
earn revenues and increase their profit making (Tyagi, 2014).
Research Question or Hypothesis
Research Questions
Q1. What is the extent of use of the image in online promotions for TUI?
Q2. Which social media network does TUI use for creating a better image?
Research Hypothesis
H0– The image in online promotions impacts the on TUI.
H1-The image in online promotions does not impact the TUI.
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Research Aims and Objectives
Research Aims
Our aim for this research is to analyse the importance of image effect on online promotions for
TUI.
Research Objectives
The research objectives for this project are as follows:
 To identify different technologies used by TUI for creating an online business image.
 To analyse the importance of online promotions for TUI for gaining competitive
advantage.
 To evaluate the satisfaction level of TUI and the travellers with the use of wifi, etc.
 To make recommendations and justify the role of the image for online promotions in
TUI.
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1.2 Identify the factors that contribute to the process of research project selection.
Rationale
For the research, the various aspects were considered before starting the research and making the
proposal. These aspects included the cost of the whole research, the scope of the research, the
total time is taken for the research, maintaining the quality of the research, risks and resources
properly utilized or not, and also evaluating the communication level within the team members
(Raikkonen, 2014). These aspects have been discussed in detail below:-
Resources. The human and financial resources need to be maintained and effectively used with
proper planning and work allocation. The human resources get the work done as well as the
financial resources provide the finance which helps in getting the work done.
Cost. The cost includes all the expenses that would be there for collecting data, analysing,
preparing the questionnaire, conducting the survey, etc.
Time. The time is an essential factor that needs to be kept in mind before starting the project.
All the project topics and deadlines should be clear so that the work can be managed and done on
time. Outcomes of the project completed within the timeframe are considered as best and delays
in the project may lead to wastage of time and money.
Scope. There is the vast scope of the research. All procedures and plans conducted as pre-
decided and with effective strategies. The strategies made for the betterment of the whole
project were implemented for an efficient outcome.
Quality. The quality for the whole research project will be maintained and efficient
methodology will be used for carrying out the research.
Risk. The risk factors for the research may include the unavoidable circumstances like climatic
conditions, etc. are all considered and the timings and the scheduling is done according.
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Communication. The communication between the researchers and the other human resources
should be good and the written and verbal both types of communication have been used for this
research.
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1.3 Undertake a critical review of key references.
Literature Review
The technology in the travel industry has boosted the whole sector and has simplified various
aspects of the travel and tourism industry. According to Bolan and Williams (2008), the role
played by the image in the promotion. Being a service industry, the travel and tourism have
numerous challenges with service marketing. It emphasizes greatly that the tourism and the
travel industry has key global activities which satisfy our leisure and provides us with the
services. There are many works of literature that explain the film-induced tourism which has
been growing significantly in the tourism industry. To be able to speculate and to demonstrate
the strategic use of the films in the destination image strategy, it has been considered by the
marketers in increasing the customers and reaching the customers and visitors. The presentation
of the destination in a film rather than in images is considered more beneficial by the marketers
nowadays and they have been using this strategy as a tool in their websites also. As discussed,
there are many potential benefits of the films in creating the image of the destination. There are
many disciplines that have come into existence where a brief review of the strategies related to
the image is present for the tourism sector. Images and film drafting plays a crucial role in the
tourism industry as well as they also help in promoting the tourism products (Smith, 2014).
Services Marketing
According to Bolan and Williams (2008), the difficulty in transferring the information
effectively due to the different attributes of the service. On their research on consumer
perspective of thinking, it was found out that it is very much possible to see a link with the film
and see how they can help in aiding the destination promotion. The films are presented to a large
number of audience for long periods (Rajesh, 2014). There is a major difference between the
mental image of the product and the associative image that are generally created by the
marketing department. The strength of the film acts as a major tool for the service marketing.
The perception of the place which the customers gain from the organic images of the destinations
and the induced images are obtained from the films and other social media networks. The
influence of film on the industry helps in making or ruining the image of the company in front of
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the customers (Bolan and Williams, 2008). There are many well-documented examples and
film-induced examples which have made high tourist impact.
Image
According to the Bolan and Williams (2008), the job of marketers in this industry is to influence
the consumers that are the travellers and the tourists. For this completion of the job, the
strategies like creating a good image of the company, etc. are considered by the marketers for the
development of the mental construction based on few from many impressions and information.
Image-induced tourism has been most considered and the researchers also concur that image that
the marketers portray should not be negative and it should be positive so it can increase the
customers. The role of autonomous image formation agents has powerful impacts on the image-
induced tourism in the travel and tourism industry (Picard and Robinson, 2016).
According to Bolan and Williams (2008), the film-induced tourism has been referred as the fast-
growing sector and is defined as the business of attracting the visitors with the help of the
portrayal of the place in videos or films. The film tourists are the tourists who often travel and
are film-induced. They have begun directly to link into the positive benefits of the film-induced
tourism in the competitive world. The tourism and the films are recognized as being linked with
each other with the help of the power which further helps in creating and reinforcing the images
of the destination (Bolan and Williams, 2008). The researchers went through many qualitative
and quantitative techniques and methods to explore the destination image observation and
contributory promotional performances on destination image expansion (Hernandez-Mogollon,
et. al., 2014).
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1.4 Produce a research project specification.
Research Methodology
For completing this research proposal the steps of the research have been considered with
effective technology and methodology. The methodology used for this research has been
effective and efficient.
For the data collection, the methodology used was the primary and the secondary methods of
data collection (Beeton, 2016).
Primary Data: For primary data collection, the academic journals and books, along with this the
e-books and journals and articles were also considered.
Secondary Data: For secondary data collection, the questionnaire was prepared and the survey
was done which was again very effective and helped the research topic analysis.
Random Sampling: Sampling method was used for data collection from the respondents.
Research Diagram:-
Research Ethics:-The research ethics are the basic principles that hold the whole research and
the guidelines that help in conducting the research. It justifies the research moral values that
should be kept in mind while conducting the research.
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References
 Beeton, S., 2016. Film-induced tourism. Channel view publications.
 Hernández-Mogollón, J.M., Folgado-Fernández, J.A. and Duarte, P.A.O., 2014. Event
tourism analysis and state of the art. European Journal of Tourism, Hospitality and
Recreation, 5(2), pp.83-102.
 Ibrahim, T., 2017. Youth and Branding Egypt Using “Snapchat” Publishing. Life Science
Journal, 14(1).
 Picard, D. and Robinson, M. eds., 2016. The framed world: Tourism, tourists and
photography. Routledge.
 Räikkönen, J., 2014. Enabling experiences-The role of tour operators and tour leaders in
creating and managing package tourism experiences.
 Rajesh, R., 2014. Impact of Tourist Perceptions and Satisfaction on Destination Loyalty:
A Case Study of Puducherry Tourism (Doctoral dissertation).
 Smith, S.L., 2014. Tourism analysis: A handbook. Routledge.
 Tyagi, N., 2014. Web GIS application for customized tourist information system for
Eastern UP, India. Journal of Geomatics, 8(1), pp.1-6.
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Appendix
1.5 Provide an appropriate plan and procedures for the agreed research specification.
Action Plan: The time taken to complete the whole project is 20 weeks and the action plan is
stated below:-
Activities Procedures Start Date End Date Timeframe
A Identifying the
research topic
01/06/2018 7/6/18 1 week
B Research
analysis and data
collection
08/06/2018 12/07/2018 5 weeks
C Collecting Data 13/07/2018 06/09/2018 8 weeks
D Evaluating Data
and analysing
07/09/2018 11/10/2018 5 weeks
E Recommendation
and Conclusion.
12/10/2018 18/10/2018 1 week
Research Plan (Gantt Chart and action plan)
Time
(weeks) 1 2 3 4 5 6 7 8 9 0
1
1
1
2
1
3 14
1
5
1
6
1
7
1
8 19 20
Activitie
s
A
B
C
D
E
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