Research Proposal: E-Marketing Impact on Thomas Cook's Consumers

This research proposal investigates the impact of e-marketing on attracting consumers in the travel and tourism industry, with a specific focus on Thomas Cook. The study outlines the research questions, aims, and objectives, including an analysis of how e-marketing is used by tourism organizations in the UK, its advantages and disadvantages, and the identification of effective e-marketing tools. A comprehensive literature review examines the application of various e-marketing techniques, such as article marketing, social media platforms (Facebook, Twitter, Pinterest), and direct e-mail, and their influence on consumer behavior. The research methodology includes details on the research design, approach, philosophy, data collection methods, data analysis, sampling, ethical considerations, limitations, and a proposed timeline. The proposal aims to provide valuable insights into how e-marketing strategies can be optimized to enhance customer attraction and market share within the competitive travel and tourism sector. This report is available on Desklib, a platform offering study resources.

Research Proposal: To analyse impact
of E-Marketing for attracting
consumers of travel and tourism
industry: A case study on Thomas
cook

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Research Questions And Objectives................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Research questions.................................................................................................................2
Literature Review.............................................................................................................................2
About the e-marketing which is used by tourism organisations.............................................2
Advantages and drawbacks of e-marketing............................................................................4
Tools or techniques of e-marketing and their application......................................................4
Research Methods............................................................................................................................6
Research investigation............................................................................................................6
Research design......................................................................................................................6
Research approach..................................................................................................................6
Research philosophy...............................................................................................................6
Data collection........................................................................................................................7
Data analysis...........................................................................................................................7
Sampling method....................................................................................................................7
Ethical consideration..............................................................................................................7
Research limitations...............................................................................................................8
Timescales........................................................................................................................................8
Resources.........................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Travel and tourism industry is one of the highly growing sectors across world. In present
era, level of competition increases in travel and tourism sector due to which firms try to use
several ways for attracting large number of people. E-marketing is highly considered method
which includes wide range of aspects and tools which are discussed in the present research
proposal. Further, the current research presents that in which manner e-marketing affects to the
firms of travel and tourism for attracting huge customers. For conducting present research,
Thomas Cook business is taken into consideration. The chosen entity has a great presence in the
tourism and hospitality industry. The present proposal shows about various tools which are
involved under e-marketing and help to Thomas Cook to attract customers and boost up market
share as well.
The study is significant for those firms which are operating in travel and tourism industry
including Thomas Cook. The reason is that it provides information about the e-marketing and
ways by which it uses this aspect in the business for attracting huge customers. It is useful for the
firm to analyse different techniques of e-marketing which will be supportive to it in the future.
When another researcher is going to conduct research about the similar topic then also the
present study will be useful or significant for him or her.
Research Questions And Objectives
Aim
To analyse impact of e-marketing for attracting consumers of travel and tourism industry:
A case study on Thomas Cook.
Objectives
 To understand the way in which e-marketing is used by tourism organisations in UK.
 To determine the advantages and drawbacks of e-marketing in attracting more number of
tourists.
 To identify the tools of e-marketing that are supportive in attracting wide range of
tourists.
 To analyse ways in which e-marketing techniques and tools being applied in travel and
tourism and Thomas Cook.
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Research questions
 How or in which manner e-marketing is used by tourism organisations in UK?
 What is the advantages and drawbacks of e-marketing in attracting more number of
tourists?
 What are the tools of e-marketing that are supportive in attracting wide range of tourists?
 In which ways e-marketing techniques and tools being applied in travel and tourism and
Thomas Cook?
Literature Review
About the e-marketing which is used by tourism organisations
According to Ward (2017) a term which is used to make advertisement and promotion of
products and services in the market using electronic or internet systems is referred as e-
marketing. It is an aspect used by each and firm whether it has presence in tourism sector or any
another. Main reason to consider this aspect only is that, it helps to enhance customer awareness
in proper and highly effective direction. Every firm of the travel and tourism sector wants that its
market share will be high and for the same, it uses various strategies. E-marketing is one of the
significant method through which the organisations of this sector easily able to attract visitors.
As huge people attracts towards it and purchase products from travel and tourism entity then its
market share will be affected in positive direction. Ultimately, it able to meet goals of market
share along with sales revenue in highly appropriate manner. E-marketing includes five types
which are like article, affiliate, video, email and blogging.
Sahut and Hikkerova (2014) says that, In UK country, those entities which operate in
tourism industry are using e-marketing at their workplace. Further, they consider this factor in
order to aware local community. Apart from this, for doing marketing as well as promotional
activities also the e-marketing is used by tourism firms in UK. As of now, high level of
competition is there in the travel and tourism industry where for attracting customers and
enhance market share such enterprises are considering the e-marketing. It consists with different
channels like Pinterest, Instagram, Twitter, Facebook, Direct e-mail and many more. These all
are social media sites or networks on which people surfing on daily basis. Due to this, company
easily able to do advertisement of its tour products and packages among local community.
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In contrary to this Liu (2011) says that, just for market share the firms are not using e-
marketing. Instead of the above ways the tourism companies apply this aspect to aware huge
people and marketing their products service. Further, they can create and enhance their brand
image by providing promotions through e-marketing. It is one kind of base for the entities to
create goodwill in front of the stakeholders. The reason is that, majority of people surfing on e-
marketing at many times in a day. Further, when an enterprise considers or applied this kind of
marketing method at the working environment then able to make marketing procedure very
smooth. The reason is that human resources will be required in less proportion for online
marketing as compared to offline. E-marketing is one type of modern approach which ignores
traditional concept and methods.
As per the views of Goeldner and Ritchie (2012) when an organisation exists or enter in
particular market then initially it goes for advertisement. The reason is that it considers for
attracting more population towards it so that management able to fulfil its goals and objectives.
For completing marketing and promotional activities firms of tourism sector uses several kinds
of techniques among them one is e-marketing. It is highly supportive for the firms to enhance
awareness about the products among people. In the present market conditions every human
surfing on e-marketing by which they can know about the firm. As they become aware about the
tour products and packages offered by travel and tourism they will try to consume it. Ultimately,
enterprises of this selected sector will be able to attract more customers and fulfil their objectives
and goals.
__________ articulates that, when travel and tourism companies implement e-marketing
then cost of advertisement will be reduced as compared to the traditional. In the previous era,
company has to print some articles, journals, newspapers and then distribute among people.
These were taken more time of marketing employees along with costs. Therefore, efficiency of
workers and productivity as well as profitability of firm affects negatively. On the other side,
modern strategies of marketing impose low cost because only one of two employees are required
to operate system and post advertisements on several social media sites. Along with this, cost
aspect also become effective due to e-marketing which is highly favourable for travel and
tourism.
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Advantages and drawbacks of e-marketing
Jalilvand and Samiei (2012) explains that, e-marketing creates flexibility for the people to
get an idea or overview about the entity and tour packages as well as services offered by it.
Along with this, number of services and products, price, quality, features, facilities etc. are also
easily known by them. In short for getting whole overview and information related to the firm
the e-marketing is useful. Due to this particular situation, tourists try to attract towards Thomas
Cook. Further, it saves cost of people for collecting information about the tour operator and
packages which is another attractive importance of e-marketing. Hence, it can be said that in
order to attract huge number of customers towards Thomas Cook e-marketing has pivotal role.
As per the opinions of Standing, Tang-Taye and Boyer (2014) e-marketing is very much
in trend nowadays as much of the work is revolutionised from traditional way to modern way.
The companies also try harder to use it so that customers can be informed in much easier way
than it was in traditional way. Thomas cook company also uses the e-marketing channel as it
offers it variety of ways so that it can cater to the needs of the customers. It offers its packages in
a modern way as e-marketing is available at each one's end and people usually are in contact
with one another.
However, Sigala, Christou and Gretzel (2012) criticised that, there is lack of customer
awareness of using the e-marketing for package information, booking and purchase of travel
products. Usually, company is required to authenticate the use of e-marketing of selling their
packages online and avail special type of discount. So that customers are lured and are attracted
to the package and firm's objective is met at low operation cost as compared to another medium
of selling its products and services.
Tools or techniques of e-marketing and their application
As per the views of Berne, Garcia-Gonzalez and Mugica (2012) this a platform of
Facebook which provides marketer an efficient way as it garners lot if customers as they come
together to their accounts. The company creates it Facebook page of its profile, as such it reaches
to every individual who like it and shares it which makes the holiday packages within reach of
the all customers which induced them to subscribe to that offer. Facebook is one of the widely
considered or applied tool in the travel and tourism. Under this, marketing manager of the firm
makes or creates a page on Facebook which is being seen by wide range of local community. As
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people using or surfing on Facebook more, then easily able to know about Thomas Cook and its
several products and services. Therefore, customers will attract in huge proportion and try to
purchase its goods and services.
In contrary to this Sigala and Chalkiti (2014) states that, there are numerous platforms
which has its own merits. Talking about Twitter platform which is also a good tactic as well as it
contributes to the sales of the packages of the aforesaid company. Company usually offers its
packages on twitter media which enhances its revenue and at the same time makes the
organisation trustworthy in the minds of the customers who in turn avails it. Twitter is a term
under which the travel and tourism firm creates web page of its own. Further, as local
community login their ID password on Twitter account then able to know about the enterprise. In
the present times most of the people using this social media site.
According to Zeng and Gerritsen (2014) the other tool which is beneficial to the company
is using Pinterest. It has been for a while in the market but offers variety of services to the
customers. The content sharing on it has longevity as it can be procured for months in your
account. The photos and articles that people share directly from the company's website. It can be
pinned for a longer period which ensures wide range of customers views and ultimately initiates
better revenue opportunities. Further, it is one kind of mobile application where the management
of Thomas Cook upload photos, videos, GIFs etc. When people will login on this then able to see
such all the things in proper way. Due to this, they can get idea about the products and services
which are offered by Thomas Cook.
However, Kolowich (2017) agues on Pinterest technique of e-marketing and says that it
takes more costs for advertising in the market where gives priority of direct e-mail system. The
tool in which company directly passes messages about the firm, its products and services etc. on
e-mail of people is known as direct e-mail. In order to apply this method of e-marketing, Thomas
Cook collects data of people in which e-mail IDs are involved. Further, on this IDs the
management sends direct mail which is cost effective and less time consuming as compared to
other techniques of e-marketing.
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Research Methods
Research investigation
In order to investigate research, there are generally two methods included which help to
get overview of the whole study which are like quantitative and qualitative. When theoretical
concepts are analysed and numerical are avoided by analyst then it is qualitative type of research
(Silverman, 2016). In the present report, only theoretical areas will be included which help to
complete research within less time frame. Therefore, the study will be of qualitative nature.
Research design
A tool which helps to an analyst for getting outline of the study that what actually needs
to complete in proper way is considered as the research design. It involves with three methods
which are like exploratory, descriptive as well as the experimental. When some concepts about
the topic are known and requires describing in detail then descriptive used (Mackey and Gass,
2015). As per the current topic, analyst has idea about the e-marketing and it is widely used by
several firms of travel and tourism industry and going to describe its impact for attract customers
with reference to Thomas Cook. Hence, the report will be based on descriptive research design.
Research approach
A method of research which provides overall framework of the whole research project is
known as approach. It consists with inductive and deductive these two ways. The present
analysis will be of the qualitative nature and due to this inductive approach will be used by the
analyst. Therefore, study will start with general concept where about the e-marketing will be
described. After that, observation phase will come into consideration in which data will be
gathered and reach at the final conclusion.
Research philosophy
In order to get about the method for collecting information and data an investigator use a
tool which known as research philosophy. It comprises with two tools which are like
interpretivism and positivism. For collecting data for the qualitative study the interpretivism
research philosophy is selected (Blumberg, Cooper and Schindler, 2014). In the current case of
Thomas Cook, theoretical kind of the information will be collected where interpretivism type of
the philosophy will be used by the analyst.
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Data collection
In accordance to this, required data gathered in appropriate manner which helps to make
the whole analysis properly. It includes two kinds of information which are like primary and
secondary. For the current study, primary data will be collected and secondary will be neglected.
The reason is that, chosen method supports to collect valid information and get proper
conclusion (Riedl, Davis and Hevner, 2014). Further, survey and interview these two techniques
will be used where questionnaire will be prepared, after that distributed among customers and
tour operators of Thomas Cook respectively.
Data analysis
Once valid and reliable information collected then analyst go for further step which is
analysing data by applying suitable tools. There are two ways which help to analyse information
which are like thematic and statistical. As per the second approach, coding of data is done
initially and then SPSS tools are applied on data set like mean, median, regression, correlation
etc (Roberts, 2013). Further, when themes on the basis of questionnaire are prepared and
analysed then considered as thematic analysis. The present research will be based on the
thematic method where themes will be framed using questionnaire of interview and survey.
Sampling method
Another research technique in which sample size is taken from the targeted population
for reducing complexities of huge data set. In the present report, simple random sampling
method will be undertaken by analyst where sample will be collected randomly. Further, total 5
tour operators of Thomas Cook and 25 tourists will be taken as a sample size. Interview will be
conducted from the 5 tour operators and survey will be done after distributing questionnaire
among tourists.
Ethical consideration
In each and every kind of research, it is mandatory to follow ethics by the investigator
while collecting information from targeted population. Basic ethic which will be related to
security of the data where analyst will record responses of the respondents. Along with this,
researcher will not disclose information of population at any cost (Daudt, van Mossel and Scott,
2013). Moreover, the analyst will not ask personal information from the respondents by
enforcing or pressurising them.
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Research limitations
However, the research has some drawbacks which hamper to the overall research and
analyst cannot derive a valid conclusion. Major issue is regarded with time where data collection
activity will take more time by which efficiency of the investigator affects in adverse manner.
Timescales
Activities of
research
project
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Choosing
problem
statement
Framing aim
and
objectives
Reviewing
views of
several
literatures
Selecting the
research
methods
Conducting
survey and
interview for
collecting
primary
information
Preparing
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questionnaire
Recording
data in
proper
structure
Analysing
data
Discussion
and
conclusion
Final
submission
Resources
In order to conduct research and analyse the problem statement, various resources are
required. Further, such resources are related to human, financial, IT, etc. Apart from this,
investigator and targeted population or respondents required for conducting the research which
are part of human resources (Jensen, 2013). Financial resources are also required which help to
make several expenses like implementation of some IT tools. Therefore, total 5600 GBP will be
needed in order to complete present research in a proper way and get valid conclusion.
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REFERENCES
Books and Journals
Berne, C., Garcia-Gonzalez, M. and Mugica, J., 2012. How ICT shifts the power balance of
tourism distribution channels. Tourism Management. 33(1). pp. 205-214.
https://www.sciencedirect.com/science/article/pii/S0261517711000483
Blumberg, B. F., Cooper, D. R. and Schindler, P. S., 2014. Business research methods. McGraw-
hill education.
Daudt, H. M., van Mossel, C. and Scott, S. J., 2013. Enhancing the scoping study methodology:
a large, inter-professional team’s experience with Arksey and O’Malley’s framework.
BMC medical research methodology. 13(1). pp. 48.
https://bmcmedresmethodol.biomedcentral.com/articles/10.1186/1471-2288-13-48
Goeldner, C. R. and Ritchie, J. B., 2012. Tourism: principles, practices, philosophies. John
Wiley and Sons, Inc.
Jalilvand, M. R. and Samiei, N., 2012. The impact of electronic word of mouth on a tourism
destination choice: Testing the theory of planned behavior (TPB). Internet Research:
Electronic Networking Applications and Policy. 22(5). pp. 591-612.
http://www.ingentaconnect.com/content/mcb/172/2012/00000022/00000005/art00004
Jensen, K. B. ed., 2013. A handbook of media and communication research: Qualitative and
quantitative methodologies. Routledge.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Riedl, R., Davis, F. D. and Hevner, A. R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the Association
for Information Systems. 15(10). pp. I.
http://aisel.aisnet.org/jais/vol15/iss10/4/
Roberts, T., 2013. Understanding the research methodology of interpretative phenomenological
analysis. British Journal of Midwifery. 21(3).
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