Analyzing Digital Technology's Impact on Travel Sector Consumers

This research project examines the impact of digital technology, particularly social media, on consumer decision-making within the travel and tourism sector, using Thomas Cook as a case study. The report begins with an introduction to digital technologies and their role in information dissemination, followed by the aim and objectives of the study, which include determining the concept of social media, analyzing its role in consumer decisions, examining influencing factors, and recommending marketing strategy improvements. A comprehensive literature review explores key themes such as the concept of social media, its role in consumer decision-making, factors affecting consumer decisions, and ways to enhance marketing strategies. The research methodology outlines qualitative research approach, inductive reasoning, descriptive research design, and probabilistic sampling with primary data collection through questionnaires from 30 consumers. The report also discusses data collection and analysis methods, including both quantitative and qualitative research approaches to provide a detailed analysis of the impact of digital technologies on consumer behavior in the travel sector.

Research Project

Table of Contents
TASK 1 ...........................................................................................................................................1
1.1 research project outline specification...................................................................................1
1.2 Factors contribute to procedure of research project selection...............................................2
1.3 Critical review of key references..........................................................................................2
1.4 Research project specification...............................................................................................3
1.5 Appropriate plan and procedure for the agreed research specification.................................5
..........................................................................................................................................................7
..........................................................................................................................................................8
TASK 2 ...........................................................................................................................................8
2.1 Resource efficiently to research question.............................................................................8
TASK 4 ...........................................................................................................................................9
REFERENCES .............................................................................................................................12

Title: Impact of digital technology on consumer decision-making in travel and tourism sector.
TASK 1
1.1 research project outline specification
Introduction
Digital technologies are electronic techniques, systems, devices and resources which
make, store or procedure information. There are many examples involve social media, online
games, mobile phones. Social media are interactional computer-mediated practical application
which assist the making and sharing of information, thoughts and career interest as well as other
kinds of aspects through virtual interaction and networks (Lee, Hutton and Shu, 2015). Social
media can be utilized by businesses, government, law enforcement and so on. This can aid to
increase the brand awareness in front of the consumers. Also, this can help to enhance the profits
and sales of company. The companies can utilize social media techniques for marketing research,
interaction, sales promotion, relationship development and loyalty programs. This research is
based on Thomas Cook. It is the British international travel organization. Group was made on 19
June 2007 through merger of Thomas Cook AG, itself the successor to Thomas Cook & Son as
well as My-travel Group Plc.
Aim and Objectives:
Aim:
“To analyse the impact of social media on consumer decision-making in travel and
tourism sector- A case study on Thomas Cook”
Objectives:
 To determine the concept of social media.
 To analyse the role of social media in consumer decision-making of Thomas Cook.
 To examine the factors affecting decision-making of consumer of Thomas Cook.
 To recommend the ways of improving the marketing strategy of Thomas Cook.
Literature Review:
According to that Guesalaga, (2016) Social media can become effective source of data
and statement of industry trends for company to grasp modification. Trends in social media
devices and utilization changes fast which creating it important for companies to have set of
guidance which can implement to different social media platforms. Firms are highly utilizing
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social media observing techniques to monitor, path and evaluate online communication on the
web relating to their brands or goods. This can show effectiveness in management of public
relations and tracking ads campaign that enabling evaluate to assess return on investment for
their social media advertisement and public involvement.
1.2 Factors contribute to procedure of research project selection
Company have to create one of the largest judgement about the research project they will
be taken. There are various elements which required to be involved after proposal have been
received. Project selection is procedure to analyse each thought of the project and select the
largest priority project. Research procedure can not take place without research problem that is
involved as heart of procedure of investigation (Agnihotri and et.al., 2016). The variable can be
essential and be capable to be determined effectively and each problem of research can have
hypothesis. There are some factors needs to be involved in procedure of research such as people,
problems, phenomena and program. These factors are such as follows:
 People: People are very important factors by which conducting the research procedures
and completing it as per time frame.
 Problems: Also, there are many problems happen in procedure of research such as
allocation of resources, communication, quality and costs of project (Järvinen and
Karjaluoto, 2015).
 Phenomena: There are many events investigate for selection of research procedures.
 Programs: There are many programs are conducted for selection of procedure of
research.
1.3 Critical review of key references
According to that Wilden and Gudergan, (2015) Social media is very essential and broad
aspect that can utilized by each and every company which operated in travel and tourism sector
like Thomas Cook. With the social media, company easily connected with consumers and
identify their needs and wants of goods and services. Company are giving feedback while
utilizing their services in order to that firm needs to reply the all kinds of feedback and response
for building the relationship with them. This can aid to increase the brand awareness in front of
the consumers. Also, this can help to enhance the profits and sales of company.
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1.4 Research project specification
Research Title:
“To analyse the impact of social media on consumer decision-making in travel and
tourism sector- A case study on Thomas Cook”
Research Objectives:
 To determine the concept of social media.
 To analyse the role of social media in consumer decision-making of Thomas Cook.
 To examine the factors affecting decision-making of consumer of Thomas Cook.
 To recommend the ways of improving the marketing strategy of Thomas Cook.
Research Question:
 What are the concept of social media?
 What are the role of social media in consumer decision-making of Thomas Cook?
 What are factors affecting decision-making of consumer of Thomas Cook? What are the ways of improving the marketing strategy of Thomas Cook?
Methodology:
Research methodologies are the most essential section of research as it directly associated
with executing the aims and objectives of study. With the help of research methodologies, it
become simple for investigator to gather for the aim taking accurate decisions. Research
methodologies involve approaches, design, philosophies, data collection, data analyse and ethical
consideration.
 Research Types: The careful consideration of research relating to topic utilizing
scientific methods are known as research (Hernández-Méndez, Muñoz-Leiva and
Sánchez-Fernández, 2015). There are two kinds of research qualitative and quantitative.
Research will use the qualitative research which is based on observation, surveys.
 Research Approach: It is the program and process for study which span the stages from
wider assumption to detailed methodologies of gathering, analysing and interpreting the
information. There are mainly two types of research approaches such as inductive and
deductive. Research will utilize in inductive approach which is based on generation of
new theory emerging from the information.
 Research Design: It is described as the model of methods and techniques chosen by the
investigator in relation to combine various components of the research in logically and
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reasoning manner (Janakiraman, Syrdal and Freling, 2016). There are four types of
research design that are descriptive, correlation, experimental and semi-experimental.
Research will use the descriptive research design which scientific method includes
defining and observing the topic.
 Sampling: It is very essential part when it comes to conduct the research on any subject
which refers to procedure of choosing small part of population. There are two kinds of
sampling which are probabilistic and non-probabilistic sampling. Investigator will utilize
probabilistic sampling in which simple random sampling technique for collect the
information. Researcher will collect the information from 30 consumers of Thomas
Cook.
 Data Collection: It is the procedure of gathering info from all relevant sources in relation
to find answer to the research problems, test hypothesis and assess the outcome (Lee,
Hutton and Shu, 2015). There are two method of data collection which are primary and
secondary source. Research will utilize the primary sources which involves surveys,
questionnaire etc.
 Data Analysis: When the information is collected it is needed to examine, clean and
mould the data because of info which are gathered are meaningless and useless without
proper analyse. Investigator has prepared tables, charts and graphs as well as interpret the
information in logical and systematic manner.
Methodology for data collection:
Quantitative Research: Research which utilizes numerical analyse is known as
quantitative research. This research method reduce the information into numbers (Fang and et.al.,
2016). There are different methods of gathering the information such as surveys in which utilize
closed ended question.
Qualitative Research: This kind of research is also called as field study that normally
includes fieldwork. Investigator find and records events and attitudes in their natural atmosphere.
There are various methods of collecting the information such as direct observation, participation
and focus group (Hernández-Méndez, Muñoz-Leiva and Sánchez-Fernández, 2015). In this
study, investigator will be utilized this kind of research for analyse the impact of social media in
decision-making of consumers within the firm.
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Primary Research:The research includes collecting information through surveys,
interviews, questionnaires which can aid to attain the result of the research. In this study,
researcher will use the questionnaire method for collecting the information from sample of
population.
Secondary Research: It is the procedure that includes gathering information from books,
articles, journals. It is the essentially approaching data that already been gathered and published
(Janakiraman, Syrdal and Freling, 2016).
LITERATURE REVIEW:
Theme 1: Concept of social media
According to that Lee, Hutton and Shu, (2015) Social media means to websites and apps
which are made to enable people to share content rapidly, efficiently and in real time. Many
people determine social media as applications on their smartphone or tablet. It is the collective of
online conservation channels devoted to community based input, content sharing and
collaboration. Some examples of social media such as Facebook, Twitter, Google+, LinkedIn
and so on. Another business applications of social media like social media analytics, social
customer relationship management, social media marketing etc. Companies utilize the social
media for marketing and promoting of goods and services to present the in front of consumers in
the marketplace in effective manner. Social media marketing is wider aspect which is utilized of
social media websites and platforms to promote goods or services. It has raised as per growing
active users rates on social media sites. The leading usage is to communicate with people to
make awareness of their product or facility with the key thought of making two ways
communication system. This can aid to increase the brand awareness in front of the consumers.
Also, this can help to enhance the profits and sales of company.
Theme 2: Role of social media in consumer decision-making
As per the view of Guesalaga, (2016) Most of business operators and marketers have
heard the refrain the social media is essential. Social media is very valuable for different things
such as brand awareness, website traffic etc. The content which is simple to spread through
social media that has capability to create people act in unique modes which are positive to
business operators. Social media influences customers from various ages ranges and races. There
are many of variation between demographic on how much they utilize the internet, kinds of
devices they utilize and ways of looking information. Business operators can not create
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consumers utilization of social media that they can effect the types of things social media linked
shopper finds. Businessman can promote people to usage social media while purchasing by
involving social media in their point of sale marketing. This can aid to increase the brand
awareness in front of the consumers. Also, this can help to enhance the profits and sales of
company.
Theme 3: Factors affecting decision-making of consumer.
According to that Agnihotri and et.al., (2016) Decision making procedure means to
various steps of making the decisions that consumers undergoes before and during the buy of
goods and services. It is the essential for marketers to identify what goes inside the head of
customers and ways of making buying their goods and services. There are many factors which
effect on decision-making of consumers while purchase the goods and services. The family
group, social status which influenced on buying behaviour of the users. Each and every
individual lives in difficult social and cultural atmosphere (How social media influences
consumer buying decisions, 2019). In this context, different types of goods and facilities which
they supposed to usage can be directly or indirectly effect by overall cultural context in which
they live and develop. This can aid to increase the brand awareness in front of the consumers.
Also, this can help to enhance the profits and sales of company.
Theme 4: Ways of improving the marketing strategy of company
As per the view of Järvinen and Karjaluoto, (2015) Marketing is ever-changing approach
that must be looked in-depth ideas. The appropriate evaluating of website can be done in relation
to bring in more inventions and bring in more customers as well as accomplish better
profitability. It has to modify marketing strategies with modification times and can incorporate
new and creative method. There are many ways which can improve the marketing strategies of
organization. It involves build the value of consumers, clean and actionable callas to activities,
promote the website speed, usage of social sharing buttons etc. Also, company can follow online
marketing which is future for business. The internet connectivity spreading out with decent speed
with modification time and fast paced the technology revolution. This can aid to increase the
brand awareness in front of the consumers. Also, this can help to enhance the profits and sales of
company.
1.5 Appropriate plan and procedure for the agreed research specification
Task Task Name Duration Start Finish Predece
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Mode ssors
Auto
Scheduled Identification of market 8 days 03/06/19 12/06/19
Auto
Scheduled Selection of market 9 days 13/06/18 Tue 25-12-18 1
Auto
Scheduled Conducting market research 9 days Wed 26-12-
18
Mon 07-01-
19 2,1
Auto
Scheduled
Formulating of goals and
objectives 7 days Wed 26-12-
18 Thu 03-01-19 2
Auto
Scheduled
Identification of audience in new
market 4 days Tue 08-01-19 Fri 11-01-19 3,4
Auto
Scheduled Creating marketing plan 6 days Tue 08-01-19 Tue 15-01-19 3
Auto
Scheduled Implementing of marketing plan 10 days Wed 16-01-
19 Tue 29-01-19 5,6
Auto
Scheduled Testing of product 8 days Wed 30-01-
19 Fri 08-02-19 7
Auto
Scheduled Final launch of product in market 5 days Mon 11-02-
19 Fri 15-02-19 8
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Illustration 1: Gantt Chart
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Illustration 2: WBS
TASK 2
2.1 Resource efficiently to research question
The selected resources which are utilized in the study can linked with research question.
In this research, investigator identify the role of social media as per consumer decision-making
in relation to travel and tourism sector (Wilden and Gudergan, 2015). Also, they determine the
different factors such as social, economic, cultural which influenced on the decision-making the
consumers while buying of services of travel and tourism company like Thomas Cook. In this
context, research examine the different ways of improving the marketing strategy for promoting
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the services of travel and tourism business. This can aid to increase the brand awareness in front
of the consumers. Also, this can help to enhance the profits and sales of company.
2.2 Undertaking the investigation as per research specification
Questionnaire
Name:
Age:
Gender :
Ques 1. Are you aware about the concept of social media ?
 Yes
 No
 Don't Know
Ques 2. Up to what extend your are agree with the statement that the content on social media
have significant influence on decision-making procedure related to buying of tour package from
Travel company?
 Complete consent
 Partial disagreement
 Fully disagree
Ques 3. What is the main factor which influence you to buy holiday package from TUI ?
 Advertisement
 Offers and discounts
 Pricing
Ques 4. What type of effect content or comments of other people on social media have on your
buying decision?
 Positive
 Negative
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 Both
Ques 6 How much satisfied you are with the time taken by Thomas cook for responding to
your queries ?
 Highly satisfied
 Completely satisfied
 Somewhat satisfied.
Ques 6. What are the strategies which companies can adopt in order to improve marketing
activities?
 Outsourcing
 Joint venture
 Use of digital technology
2.3 Recording the information
Theme 1: aware about the concept of social media
 Yes 16
 No 10
 Don't Know 4
Theme 2 : Extend your are agree with the statement that the content on social media have
significant influence on decision-making procedure related to buying of tour package from
Travel company.
 Complete consent 20
 Partial disagreement 6
 Fully disagree 4
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Theme 3:the main factor which influence you to buy holiday package from TUI
 Digital Advertisement 17
 Offers and discounts 3
 Pricing 10
Theme 4 :Type of effect content or comments of other people on social media have on your
buying decision.
 Positive 18
 Negative 7
 Both 5
Theme 5:Satisfied you are with the time taken by Thomas cook for responding to your queries
 Highly satisfied 14
 Completely satisfied 6
 Somewhat satisfied. 10
Theme 6: the strategies which companies can adopt in order to improve marketing activities.
 Outsourcing 8
 Joint venture 6
 Use of digital technology 16
TASK 3
3.1 Research evaluation techniques
Evaluation in context of research is basically a procedure which is conducted by
investigation for measuring an effectiveness as well as impact of the particular study on the
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target group of stakeholders. The main aim of evaluation process is to make sure that all the aims
and objectives are successfully accomplished. There are different techniques of research
evaluation these are quantitative, qualitative, formative and summative. Formative is basically a
assessment which is conducted at the time of investigation procedure. Summative assessment is
performed by investigator after completion of the study.
Qualitative is basically a research evaluation technique which is utilized by researcher for
evaluating the qualitative information. Quantitative is a technique which includes the use of
statistical tools as well as formulas used for evaluating the numerical data. Researcher in present
study on topic influence of digital technology on consumer decision-making procedure has
utilize the qualitative research evaluation approach. The main reason because of which
researcher has selected the qualitative research technique is that it provide detailed information
about the topic in form of case studies, experiences and personal stories. It is the research
evaluation technique which has provided investigator an ease in analysis the effect of social
media on the consumer decision-making procedure in travel and tourism sector. In addition to
this, research qualitative research evaluation technique has been used by researcher considering
the nature of problem as well as issue identified. The other rationale for selection of the
qualitative research technique is that it provides investigator an ease in developing the depth
understanding about the topic. The other benefit of qualitative research evaluation technique is
that It helps researcher in exploring those areas of the topic which are not addressed by other
researcher.
3.2 Interpretation and analysis of information
Theme 1 : According to the answer provided by 16 people out of 30 participants have sated that
they are aware about the concept of social media. Those people have such answer as they have
attended the training program and those people keep themselves about the latest trends.
Theme 2 : As per the opinion of 20 participants out of 30 has shown their complete agreement
with the statement that the content or comments on the social media highly influenced their
decision related to buying of goods or services from particular travel company. Those people
have given such answer as they analysis the review of other people before making purchase
decision.
Theme 3 : Out of 30 people there are 17 People those who have stated that digital advertisement
is the main factor which influences them to buy goods or service from particular travel
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organization. Those people have also stated that images of the destinations attracts them to buy
particular tour package.
Theme 4: According to the answers provided by 18 people out of 30, it has been found that the
Promotional content on social media have positive effect on the minds of customers as well as on
their purchase decisions. Those people have stated that it is the easy availability of information
about the products or services offered by enterprise.
Theme 5 : As per the response provided by 14 people out of 30 have stated that they are
somewhat satisfied with the time taken by organisation in responding to their queries. Those
participants have given such answers as they have to wait for long time waiting for response.
Theme 6: It has been found from the above data that 16 out of 30 respondents perceives that
Thomas cook by using the social media can bring improvement in marketing activities.
3.3 Recommendations
It has been concluded from the above report that use of the social media for the purpose
of marketing by travel companies have positive influencer on the consumer decision-making.
The other thing which has been found is that customers of Thomas cook is not at all satisfied
with the time taken by organization in providing response to their queries.From the above
research it has been summarized that digital technology played a vital role on consumers of
selected company. It impacted in their decision-making process as there are several factors which
contributed in developing research such as people, various programmes. There are various
methods of promoting business via digital technology as it has both positive and negative
impacts on consumers decision-making. Further this study has also shown importance of
questionnaires as with the help of questionnaires researcher of selected company asked some
questions related to digital technology and their impacts on their buying capacity. It has
supported researcher about knowing effectiveness of different ways of promoting and selling
products via different platforms of digital technology. It has also been suggested that travel
company by suing the social media should engaged customer in decision-making procedure, as
this tactics will help an organization in gaining the customer loyalty.
The recommendation to Thomas Cook is that a company should implement the social
media, as it is the strategy which will help an enterprise in providing the quick response to the
queries of their client. Other suggestion is that an enterprise can utilize social media for
promoting goods as this tactic will provide them an ease in positively influencing people to buy
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specific products or services. It has also been recommended that marketing manager in an
organization should include all essential information in content to be posted on the social media
site, as it will have positive impact on the customer decision making procedure.
TASK 4
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CONCLUSION
It has been concluded from the above research report that content posted by travel organization
has positive influence on the customer decision-making procedure. The other fact which has
been discovered is that Content on social media have great influence on consumer decision-
making procedure. It has also been concluded that that by implementing the social media an
organization can bring improvement in promotional activities.
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REFERENCES
Books and Journals
Agnihotri, R. and et.al., 2016. Social media: Influencing customer satisfaction in B2B
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Fang, J. and et.al., 2016. Consumer heterogeneity, perceived value, and repurchase decision-
making in online shopping: the role of gender, age, and shopping motives. Journal of
Electronic Commerce Research. 17(2). p.116.
Guesalaga, R., 2016. The use of social media in sales: Individual and organizational antecedents,
and the role of customer engagement in social media. Industrial Marketing
Management. 54. pp.71-79.
Hernández-Méndez, J., Muñoz-Leiva, F. and Sánchez-Fernández, J., 2015. The influence of e-
word-of-mouth on travel decision-making: consumer profiles. Current issues in
tourism. 18(11). pp.1001-1021.
Janakiraman, N., Syrdal, H. A. and Freling, R., 2016. The effect of return policy leniency on
consumer purchase and return decisions: A meta-analytic review. Journal of
Retailing. 92(2). pp.226-235.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management. 50. pp.117-127.
Lee, L. F., Hutton, A. P. and Shu, S., 2015. The role of social media in the capital market:
Evidence from consumer product recalls. Journal of Accounting Research. 53(2). pp.367-
404.
Wilden, R. and Gudergan, S.P., 2015. The impact of dynamic capabilities on operational
marketing and technological capabilities: investigating the role of environmental
turbulence. Journal of the Academy of Marketing Science. 43(2). pp.181-199.
Online
How social media influences consumer buying decisions. 2019. [ONLINE]. Available through. :
<https://www.bizjournals.com/bizjournals/how-to/marketing/2015/05/how-social-media-
influences-consumer-buying.html>.
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