Assessing the Impact of Digital Technology on Tourism: A TUI Study

This research report examines the influence of digital technology, specifically social media marketing, on the travel and tourism sector, using the TUI group as a case study. The report explores the current trends in social media marketing within the UK travel industry, evaluating its impact on customer awareness and decision-making processes. The study employs a qualitative research approach, utilizing both primary and secondary data collection methods, including questionnaires and literature reviews. The findings analyze the impact of social media marketing on TUI's customers and provides recommendations for social media marketing strategies to contribute to TUI's growth. The report covers background information, research objectives, methodology, data analysis, and ethical considerations, offering a comprehensive overview of the digital marketing landscape in the tourism sector.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
1.1 Recording research project outline specification ................................................................1
Background ................................................................................................................................1
Research aim & objectives..........................................................................................................1
1.2 Identifying factors that contribute in research project selection ..........................................2
1.3 Undertaking critical review of key references .....................................................................2
1.4 Producing a research project specification ...........................................................................3
1.5 Timeline ...............................................................................................................................4
LO2..................................................................................................................................................8
2.1 Match resources to the research question or hypothesis.......................................................8
2.2 Undertaking proposed research investigation in accordance with the agreed specification
and procedures............................................................................................................................8
2.3 Recording and collating relevant data.................................................................................12
LO3................................................................................................................................................16
3.1 Using appropriate ‘research evaluation techniques in the context of current research.......16
3.2 Interpreting and analysing results.......................................................................................16
3.3 Conclusion and recommendations......................................................................................18
LO4................................................................................................................................................19
4.1 Using an agreed format and appropriate media to present the outcomes of the research . .19
REFERENCES..............................................................................................................................20

INTRODUCTION
Topic: “The influence of digital technology in the travel and tourism sector”.
LO1
1.1 Recording research project outline specification
Background
Social media has a huge influence on majority of the sectors across the globe. Customers
that are associated and connected with social media websites can research for the tips so that
informed decisions can be made by them in terms of their travels. They can share their personal
experiences relating to the airline, hotels and place on the social sites (Prasad and Saigal, 2019).
In today's world, people are moving forward to the luxurious services because of the evolving
lifestyle of individual. The present study is based on TUI group, a German tourism and travel
company operating its business worldwide. It owns hotels, airlines, travel agencies, cruise ships
and the retail stores. Furthermore, the study describes the impact of social media on the
awareness of the customers of companies functioning in the business of travel & tourism.
Moreover, it also explains the research methods, approach, philosophy, sources of data collection
sampling, data analysis tool, ethical practices adopted by the investigator in the research report.
Research aim & objectives
Aim
To assess the impact of social media marketing on customer awareness and decision
making in travel and tourism sector. A study on TUI group.
Objectives: On the basis of above aim following objectives have been drafted:
 To identify the trend of social media marketing in UK travel and tourism business.
 To evaluate the impact of social media marketing with regards to the awareness of TUI’s
customer.
 To investigate the contribution of SMM on TUI’s customers decision making. To recommend strategies pertaining to SMM that contributes in TUI’s growth.
Research questions
Q.1 What is the trend of social media marketing in UK?
Q.2 Does social media marketing has impact on awareness and decision making aspect of TUI’s
customers?
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1.2 Identifying factors that contribute in research project selection
Keen interest in knowing the changing trends and influences of the digital marketing in the
tourism sector is the main reason behind selection of this project. Further, now more and more
companies are using social media for advertisement purpose. Hence, this in turn considered as
research issue now because negative comments given by the individual on such sites adversely
impacts purchasing decision of customers. Thus, through thematic analysis such study will
provide deeper insight to travel firms about the extent to which social media marketing affects
awareness and decision making aspect of customers.
1.3 Undertaking critical review of key references
Literature review
Theme 1: Trend of social media marketing
As per Harrigan and et.al., (2017), social media has a great influence on the growth of
company in tourism segment as it is founded that it contributes to gain popularity among the
users through video, photo sharing, written reviews, localization and blogging of the internet.
Travelers uses social media for discussing about the places where they are visiting and the
attractions that are seen by them. This helps in building the awareness among the customers
regarding different venues and travel companies. On the contrary Hudson and et.al., (2015),
viewed that negative reviews and feedback by the customers on the social media relating to the
ineffective services facilitated by the enterprise affects the brand image of the company
adversely on a global platform. In accordance with the Narangajavana and et.al., (2017), it is
suggested that customers can search for several packages provided by different tourism
companies and can select the package that best suits to its budget so that cost effectiveness can
be attained. However, Ainin and et.al., (2015), identified that through social media travelers
upload their videos or pictures from their experiences which sometimes resulted as unsecured,
the misuse of those photos and videos on the digital media is increasing day by day which
becomes a concern for the customers and by this they resist themselves in sharing their good
moments.
Theme 2: Impact of digital technology on customer awareness and decision making
Bigne and et.al., (2018), viewed that, through social media, customers check-in to various
locations and post their reviews online which helps the travel industry in reaching more and
more awareness among the other new potential customers and by this large customers can be
2

attracted towards the company. On the other hand, it is also analyzed by Narangajavana Kaosiri
and et.al., (2019), that unexpected events such as natural disasters and unfavorable conditions of
the weather highly influence the decision making of the customers as they would not choose to
travel at such places that are risky. In accordance with Samala and et.al., (2019), it is evaluated
that in today's changing world, social media created a high trend as blogging, this helps the
customers in exploring new places with fulfillment of earning purpose. There are many people
who have their own blog website on the tourism which enable the travel and tourism corporate in
promoting and advertising about their packages, locations and hotels used by their customers.
In a recent survey made by the Dewnarain, Ramkissoon and Mavondo (2019), it is
evaluated that major earning of the travel blogs has ascertained through the blogging. Moreover,
it is also referred by Todua (2018), that improper design of quotation by industry negatively
affects the decision making of the customers as they could not get the informative description of
the package. This leads to lack of comparison between different quotation faced by the
consumers. According to the Gupta (2019), view, several apps are available specifically in
relation to the travel and tourism like make my trip, Oyo etc. which are used by the customers
especially for booking the tickets at discounted rate and selecting the hotels as per their budget
and specifications. These apps enable the customer in getting the travel information and to get a
better understanding and knowledge about a particular place. Social media helps in the people in
owing to different apps which in turn assist in finding out the different locations with reviews.
On the other side, it is also stated by the Harb and et.al., (2019), that travel industry faces
difficulty in having a direct connection with the customers through social media and the
relationship cannot be built effectively with large people.
1.4 Producing a research project specification
Research methods
Research type: Scholar will use qualitative research as it will be act as the best method
for preparing the research on this qualitative issue (Bresler and Stake, 2017). It provides the
detail analysis and facilitate deeper insight by assigning the ranks and recording the behaviours
and feelings related features in the study.
Research approach and philosophy: Inductive approach will be used by the researcher
which creates the learning outcomes more and more interesting as it states the experiences of the
customers regarding the impact of the social media influence. The philosophy that will be
3

applied by the scholar is interpretivism theory which gives access to different aspect of the
realitry in the study to the investigator.
Data collection: the sources of data collection in this report will include both the sources
that is the primary as well as the secondary sources. In other words it means the data will be
collected from the books, journals and other articles and through scheduling the questionnaire as
well.
Sampling: The researcher will use probabilistic random sampling as it the best samp0ling
technique that facilitate the equal possible chance to the population of being selected and it is
simple to use (Fletcher, 2017). Errors can also be measured easily by using this sampling
technique.
Data analysis: thematic data analysis tool will be utilized by the scholar in this research
report as it provides meaningful structure to the study and relatively easy band accessible to
those scholars having no experience of the qualitative research.
Ethical consideration: The confidentiality will be maintained adequately maintained by
the researcher. Aims and objectives of the study will be not contain any exaggeration and
deception. This leads to an ethical consideration by the scholar.
1.5 Timeline
In order to accomplish study within the suitable time frame following timeline is prepared:
Gantt chart
Activi
ties /
week
s
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Topi
c
selec
tion
Fram
ing
aims
and
4

objec
tives
Fram
ing
the
resea
rch
prop
osal
Cond
uctin
g
litera
ture
revie
w by
asses
sing
the
prim
ary
and
seco
ndar
y
sourc
es of
data
Selec
tion
of
5

rease
arch
meth
ods
in
accor
ddan
ce
with
the
issue
being
resea
rched
.
Struc
ting
the
quest
ionai
re
Data
colle
ction
by
sche
dulin
g the
quest
ionai
re
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from
the
respo
ndent
s
being
chos
en
and
from
the
inter
net
and
articl
es
Orga
nizin
g the
data
in a
struct
ured
mann
er
Data
analy
sis
by
using
the
7

appr
opria
te
tool
and
referr
ing
the
thesi
s
fram
ed in
the
litera
ture
revie
w
segm
ent
Disc
ussio
n
Conc
lusio
n
Reco
mme
ndati
ons
Taki
ng
8

feedb
ack
Modi
ficati
ons
as
per
client
requi
reme
nts
Final
subm
issio
n
LO2
2.1 Match resources to the research question or hypothesis
Identification of the changing trend of social
media marketing in the UK travel and tourism
sector.
The trends are identified appropriately by
making the use of books, journals and internet
sources so that objectives are met with validity.
Evaluating the influence of social media
marketing on TUI’s customer awareness.
Through conducting the survey this objective
has been evaluated in the resaerch study.
Investigating about the contribution of the
SMM on TUI’s in relation to the customer
decision making.
By structuring and scheduling the questionaire
the objective of investigation of the
contribution made by the SMM in TUI's
relating to the customer's decions making has
been gathered adequately.
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2.2 Undertaking proposed research investigation in accordance with the agreed specification and
procedures.
Research methodology
Research type- The type of the research is classified into two types i.e. qualitative and
quantitative research. Qualitative research means the qualitative characteristics that includes the
feelings, sounds, attitude, emotions and other elements that are not quantifiable (McCusker and
Gunaydin, 2015). However, quantitative research means solving the problems by the use of
mathematical and numerical techniques. With reference to this study, researcher has been using
qualitative research as it best suits to study the influence of social media on the awareness of the
customers regarding the tours and travel industry.
Research approach- The relevance of approach to the research study is major aspect and
these approaches are categorized into inductive and deductive approach. Deductive approach test
the assumptions or hypothesis validity while inductive approach contribute in building the new
generalizations and theories. The researcher in this study refer to the inductive approach as it is
considered suitable approach in studying the qualitative characteristics of the report in a better
and efficient way.
Research philosophy- Making choice of the particular research philosophy has a great
influence on the practical implications in the study (Clandinin, Cave and Berendonk, 2017).
Specifically, two types of research philosophy is adopted by the scholar that involves positivism
and interpretivism. Positivism philosophy reflects the employment of the empirical methods by
making use of the quantitative analysis and developing logical evaluation to build the formal
explanatory theory. Interpretivism philosophy means the work in the research is not based on the
theories' development but to generalize and study the complexity that are present in the business
and the social aspect of the management. In this study the investigator will use Interpretivism
philosophy because it is considered as the best philosophy in determining the qualitative factor in
the report.
Data collection- It is the process of collecting the relevant information to answer the
problems of the research, evaluate outcomes of the study and to review hypothesis testing. Data
can be collected in by using two methods that are primary and the secondary sources. Primary
sources refers to collecting the data through direct connection with the respondents such as
through questionnaires, interview etc. Secondary sources of data collection reflects the data that
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are already available in the books, journals, articles, magazines and online portals etc
(Liamputtong, 2018). As per this study the scholar has been use primary source in a way of
structuring the questionnaire. Questions has been be asked to the 20 customers of the company
dealing in tours and travel.
Sampling- sampling in research methodology are of two types that is probability sampling
and non-probability sampling. Probability sampling refers to a sample which is selected from
larger population based on theory of the random sampling in which several units in the
population has the equal chances of being selected as a sample. On the other hand, Non
probabilistic sampling is the process of choosing a sample from the large population without
applying the theory of probability. Referring to this research study scholar simple random
sampling has been sued by the scholar and thereby selected sample of 20 customers for the
framing the research report.
Data analysis- Generally for analyzing the data, investigator has two options that includes
thematic and SPSS analysis tool. Thematic analysis technique is used for qualitative research
where themes are set to describe the phenomenon and are attached to the specific questions of
the research. SPSS is the tool that is well suited to the quantitative research as it is a software that
is used to analyze the statistical data that is complex in nature. The investigator in this research
report has been adopt the thematic analysis as it supports the qualitative research for determining
the impact of digital technology marketing in context of customer awareness.
Ethical consideration- Scholar while preparing the research study has been throw utmost
care towards the ethical practices (Dumay and Cai, 2015). Full consent has been obtained from
the respondents with signing of the consent form which reflects they answered freely and not
with coercion.
Reliability and validity- As all the data collected are from the primary sources by
structuring the appropriate questionnaire which results in reliability and validity of the study. The
questionnaire framed has been contain all the essential elements of the good structure such as
simple, easy to understand, short and relates with the study. This leads to increase the reliability
and validity of the research report. All the methods, approach and analysis that has been be used
are appropriate to the study of digital technology impact on the customer awareness in travel
sector.
Questionnaire
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Demographic information
Name:
Age:
Gender:
Q.1 How much time do you spend daily on social networking sites?
 2-3 hours ()
 3-5 hours ()
 5-7 hours ()
 More than 7 hours ()
Q.2 which social media sites do you think most effectual and attractive?
 Facebook ()
 Twitter ()
 Instagram ()
 Likedin ()
Q.3 Does advertisements placed on social networking sites have influence on your decision
making?
 Yes ()
 No ()
Q.4 Do you agree that social media advertisements develops awareness about services offered
by TUI?
 Agree ()
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 Strongly agree ()
 Neutral ()
 Disagree ()
 Strongly disagree ()
Q.5 Do you agree that advertisements placed by company on Facebook, twitter etc provides
enough information about packages introduced by TUI?
 Agree ()
 Strongly agree ()
 Neutral ()
 Disagree ()
 Strongly disagree ()
Q.6 Does advertisements on social media help you in making comparison among different
brands?
 Yes ()
 No ()
Q.7 Dou you agree that negative comments on social media sites place adverse impact on your
decision making regarding purchase of travel packages offered by TUI?
 Agree ()
 Strongly agree ()
 Neutral ()
 Disagree ()
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 Strongly disagree ()
Q.8 kindly give recommendations for improvements if you have any
………………………………………………………………
2.3 Recording and collating relevant data
Theme 1: Customers spend 3-5 hours daily on social networking sites
Particulars Responses % of responses
2-3 hours 4 20%
3-5 hours 8 40%
5-7 hours 6 30%
More than 7 hours 2 10%
Total 20 100%
Theme 2: Facebook is the most effectual and attractive medium of SMM
Particulars Responses % of responses
Facebook 8 40%
Twitter 4 20%
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Instagram 5 25%
Likedin 3 15%
Total 20 100%
Theme 3: Advertisements placed on social networking sites have influence on customer’s
decision making
Particulars Responses % of responses
Yes 15 75%
No 5 25%
Total 20 100%
15

Theme 4: social media advertisements develop awareness about services offered by TUI
Particulars Responses % of responses
Agree 4 20%
Strongly agree 7 35%
Neutral 6 30%
Disagree 2 10%
Strongly disagree 1 5%
Total 20 100%
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Theme 5: Advertisements placed by company on Facebook, twitter etc provides enough
information about packages to the customers
Particulars Responses % of responses
Agree 6 30%
Strongly agree 8 40%
Neutral 3 15%
Disagree 2 10%
Strongly disagree 1 5%
Total 20 100%
Theme 6: Advertisements on social media facilitates comparison among different brands
Particulars Responses % of responses
Yes 14 70%
No 6 30%
Total 20 100%
Theme 7: Customers agreed that negative comments on social media sites place adverse impact
on decision making
Particulars Responses % of responses
Agree 5 25%
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Strongly agree 7 35%
Neutral 5 25%
Disagree 2 10%
Strongly disagree 1 5%
Total 20 100%
LO3
3.1 Using appropriate ‘research evaluation techniques in the context of current research
Specifically there are two types of research evaluation techniques which includes
formative and summative assessment techniques.
Formative assessment technique means a method of judging the worth of the program
when the activities of the program are at the forming stage. It focuses on the process and occurs
on a frequent basis while the course of the instruction. It reinfuses the learning of the scholar
(Fletcher, 2017). Formative evaluation technique is used to evaluate the frequent feedback that
are attained from the study in context of the success and failures of the learning process during
the instruction is in processing. It is used to bring the improvement of the instructions.
However, summative assessment means assessing the participant where emphasize is on
the final outcome of the program or the research. The aim of using the summative evaluation
technique is for evaluating the leaning of the investigator in the end of the unit of instruction by
making the comparison against the benchmark.
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With reference to this research report formative evaluation technique is adopted by the
scholar as he is forming the research on the issue of the effect of social media marketing or the
digital technology on the customers of companies falling under the tourism and travel sector. By
using this tool researcher can prepare a well designed framework and can gain more learning
instructions from the study.
3.2 Interpreting and analysing results
Theme 1: From the above analysis, it can be understand that social networking sites are
taking approximately 3 to 5 hours of individuals on a daily basis. The most common social
networking platforms used by customers or individuals includes Facebook, Instagram, Twitter,
Pinterest etc. Surfing through this social media platforms helps in creating awareness about day
to day activity of other known person or friends on the personal basis. Out of 100%, 40%
customers spends their leisure time on surfing these social networking web pages. Social
networking sites are most common in young as well as adult generation as it provides a sort of
entertainment to customer by providing the information across the world on just one click.
Theme 2: From the above study, it can be assessed that Facebook is the most used social
media marketing tool amongst all other marketing channels. With the help of Facebook, any
company engaged in field of either hotel, tourism or manufacturing process, can promotes or
advertise about its products or services Social media marketing through Facebook is considered
as the most effective and attractive mode of marketing as it can help many retailers or business
men in growing their business. By uploading or sharing of photographs or images of company's
product or goods on company's web page, can help company in creating sales and demand for its
products and services across the world. As the most likely product or photograph will be shared
by the user on their social media platform page.
Theme 3: As per the study, majority people think that by placing advertisement on the
social networking sites creates impact on the decision making process of customers. By placing
advertisement on the social media platforms, customer or any individual can determine about the
new product or services started or launch of new and innovative product by the company. Social
platforms helps in promotional activity of the company's product and services by making
attractive business advertisement, web display page, packaging, designing and labelling.
Theme 4: As per analysis done, 35% people strongly agree to the point that social media
advertisements helps in creating brand awareness about the services and product offered. TUI
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believes that awareness about the range of product and services such as hotels, airlines, ships,
retails stores etc. can be created amongst the targeted customer by laying a good, clear depicting
advertisement on any social media page with a direct link of company's website form where the
customer can do shopping as per their taste and wants. Social media advertisement helps in
gaining instant feedback, product review or quality of services offered by the company from the
customer. By creating visual content and posting on any social media platforms will increase
more brand awareness amongst customers than just a simple text message.
Theme 5: About 40% customers feels that with the help of advertisement on social media
platforms such as Facebook, Twitter, Pinterest, Twitter etc. company can shares the detail or
information about the range of products and services offered, content description or quality. This
will help company such as TUI in attracting more customers. When a customer finds something
attractive and interesting, will share it on his/her social web page to let others know about the
same beneficiary product and service. This act of customer will lead to increase in the sales
figure, revenue amount and also boost the level of customer satisfaction and retention.
Theme 6: Among 20 responses, 14 responses believes that advertisement placed by the company
on social media platform helps in facilitating comparison between different brands. In today
competitive market, every company such as TUI wants to acquire more and more market share,
increase profitability by increasing their customer base. Advertisement posted by top brand
companies creates competition between other companies of medium or small size. Company
engaging in same business operations faces competition on social media advertisement. Every
company tries to make their advertisement and promotional activity of their products and
services more attractive, effective and influencing. Customers get attracted towards that
company which is providing more effective and creative product of high quality at the reasonable
price.
Theme 7: Out of 20 responses, 7 strongly agree that by using social media website as a
marketing tool for advertisement and promotion of product and services can lead to adverse
impact on the decision making process of the customers. Companies such as TUI upload and
post photographs, images of their product and services in which they are engaged. Visual content
helps company in attracting customers and invites both positive as well as negative feedback and
product review about its products and its quality, improvement required if any, services offered.
Positive feedback helps company in boosting sales and profit margin. On the other hand,
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negative comment creates adverse impact on the profitability, sales, performance level, brand
image, market position of the company. It also puts the product quality in question.
3.3 Conclusion and recommendations
Conclusion
From the above study, it can be concluded that Social Media Marketing is considered as
one of the best and cheapest form of marketing among all other marketing channels. Social
media marketing helps in promoting and advertising the products and services which a company
such as TUI is providing. With the help of social media platform such as Facebook, Pinterest,
Twitter etc. company can create customer brand loyalty. The research project has been done on
Qualitative basis. It has formulated various questionnaire in form of themes to ascertain the
impact of social media marketing. A conclusion has been drawn that on a daily basis about 3-5
hours is spent by customers on surfing on social networking sites of which Facebook is liked by
40% customers for social media marketing process. Advertisement posted on social media
platforms is helping companies like TUI in creating brand awareness, influences the decision-
making as well as buying behaviour of customer as detailed information is provided by company
in this advertisement. It also facilitates comparison among different brands. Social media
advertisement allows customers to give feedback and product review which sometimes creates
negative impact on decision making of customers. It can be summarized from the report that by
placing advertisement on social sites travel firm like TUI can develop awareness at global level.
Along with this, it has been articulated that comments of person either positive or negative in
relation to travel packages have significant impact on decision making of customers regarding
purchase.
Recommendations
 From the above report it is recommended companies operating through social media
faces many challenges like in terms of the negative reviews and comments that are posted
by the customers who are not satisfied with the services tof the enterprise.
 So corporate can overcome this challenge by resolving the problems of such customers
through charging low price so that the customers delete and take back the comment
posted which will help in influencing the decision of other people as well and the
reputation of the entity does not get spoiled at such a large online platform.
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 The challenge of resolving the problems of each of their customer can be overcome by
the tavel company by creating their own website so that direct connection can be build
between the corporate and the customers.
 By keeping full confidentiality and privacy of the information enterprisde can keep the
information regarding its strategies and policies secured and safe so that competitive edge
remains stable in the long run.
 The challenge relating to the misuse of the pictures and videos of the customers can also
be overcome by the entity by providing data security to the customers so that nobody can
save or make unauthorized use of it.
LO4
4.1 Using an agreed format and appropriate media to present the outcomes of the research
Enclosed in poster.
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