Analyzing Social Media's Influence on Thomas Cook's Customer Behavior

This research report examines the influence of social media on consumer buying behavior within the context of Thomas Cook, a travel and tourism company. The report begins with an introduction to the role of social media in marketing and its importance for companies like Thomas Cook. Task 2 focuses on the research methodology, including the selection of qualitative research, descriptive design, and a deductive approach. Data collection methods, such as primary and secondary sources, including questionnaires are also described. Task 3 presents the analysis of the collected data, including the responses to the questionnaire, and discusses research evaluation techniques, such as formative and summative assessments. The report's findings indicate how social media impacts consumer behavior and provides insights into Thomas Cook's marketing strategies. The report also discusses the challenges faced by the company when implementing social media strategies and suggests potential improvements. Finally, the report concludes with recommendations for Thomas Cook to enhance its social media presence and improve customer engagement.

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
2.1 Resources efficiently to research question hypothesis.....................................................1
2.2 Proposed research investigation.......................................................................................2
2.3 Record and collate relevant data.......................................................................................3
TASK 3............................................................................................................................................4
3.1 Research evaluation techniques........................................................................................4
3.2 Analysis of results............................................................................................................5
3.3 Make recommendation and further area for consideration.............................................12
TASK 4..........................................................................................................................................13
4.1 Appropriate media to present the outcomes of the research...........................................13
Covered in Poster.................................................................................................................13
REFERENCES..............................................................................................................................14
Online...................................................................................................................................14

INTRODUCTION
Social media play an important role in creating and sharing necessary information, ideas,
career interest and other forms of impression through virtual communities and networks.
Company mainly uses different networking sites and promotional channels which help them in
gaining attention of large number of buyers (Stephen, 2016). The report is based on Thomas
cook which is an integrated travel and tourism company and they are offering wide range of
travel services and facilities. The main purpose of this assignment is to analyse each method of
research which can be used for collecting and gathering accurate data while completing project.
TASK 2
2.1 Resources efficiently to research question hypothesis
It is considered as most important part of research project which is based on different
applications that are useful in moving towards accurate direction by selecting the most
appropriate methodology. This section provide an effective frame to researcher while
implementing all functions and activities of research in better way.
Type of investigation – It is analysed that social media is important tool which help travel
and tourism company in order to reach with desired travellers. For searching potential visitors,
Thomas cook required to adopt social media that are helpful in analysing their needs and
requirements. This is considered as important part of investigation as it is the main responsibility
and role of researcher is to examine and analyse the research type of this project (Keinänen and
Kuivalainen, 2015). It includes qualitative and quantitative in nature. The present research is
based on qualitative research which can be used for collecting and gathering accurate data and
information for developing project.
Research design – While designing research, researcher need to analyse the influence of
social media on consumer behaviour and their attitude. According to this, they require to make
proper changes and modifications in their services which are provided to them. It is one of the
most important section of research methodology that works as a blue print of the investigation
where whole research activities and functions are implemented in well organised manner (Godey
and et. al., 2016). In this present research, descriptive design can be taken as it is effective to
analyse data and information of qualitative research method.
1

Research Approach – At the time of conducting research, there are various strategies
which are helpful in executing and implementing social media in order to promote services. In
this, they are use such method which are assist in gathering and collecting accurate data. It is the
plan which consist with different steps along with advanced estimations and describe method of
data collection, interpretation and analysis. There are two types of investigation method which is
required for implementation and it includes inductive and deductive. In inductive approach,
different theories or models can be applied and it is based on various types of theories. Deductive
approach can analyse current numerical facts and figures which are being determined on the
basis of observation. In this report, deductive approach is used for collecting and gathering
accurate data and information.
Research Philosophy – It is the belief and value which can be used for collecting and
assembling accurate data that are required for completing this project. It indicates different kind
of patterns and values which are followed by researchers and their main role is to select authentic
philosophy for the firm (Jung and et. al., 2016). There are two types of philosophy of research
which includes positivism and interpretivism. In this report, positivism philosophy is used for
collecting and gathering correct facts and figures while completing specific report.
Data collection – In this part, research is based on two main types that includes primary
and secondary sources of collecting data. In this present report, researcher uses both primary and
secondary method for collecting and gathering authentic facts and figures (Kumar and et. al.,
2016). Primary source is an effective method for conducting survey and on the other hand
secondary source is effective while conducting this section of literature review with the help of
gathering information by using books, journals and online sites.
2.2 Proposed research investigation
The present research is based on to identify influence of social media on consumer
buying behaviour in travel and tourism sector. Organisation is mainly focused on satisfying all
customers needs and wants by offering them different types of services. This is required for
researcher to collect accurate data and information which help in achieving with desired
outcomes and results. There are two type of required methods which can be applied by
researcher in order to collect and gather authentic data.
Random sampling – It is one of the most effective component which plays an essential
role in selecting the accurate sample that replicates from the original population. This can be
2

determined that an organisation require to select individual on random basis without considering
real facts and figures (Hajli and Sims, 2015). Along with this, in present research project, sample
size is 40 respondents which are taken by investigator for gaining accurate outcomes and results.
Respondents are an individual who have been invited to participate in specific study and they are
take view and opinions of adults, youngsters regarding company services.
Questionnaire – It can be determined as an important method which consist with series
of questions and its main purpose is to collect data and information from their respondents. This
assist an investigator to conduct an effective marketing survey in order to examine and analyse
their view or opinions. In this, data can be gathered through developing and preparing
questionnaire where questions are developed on the basis of research issue.
In addition to this, Systematic research is the perception of collecting and gathering
information in legitimate manner. It is the duty of experts and specialist to gather the solid,
applicable and exact data for reach with desired goals and targets. At the time of survey, there
are various issues and problems are occurs such as unnecessary elements, authenticity,
legitimacy and variable control (Erkan and Evans, 2016). While collecting data and information,
it is necessary for researcher to examine primary issue in an examination. It is required for
researcher is to collect data and information which should be ought variable. It has been create
and develop fundamental issue at the season of leading examination and survey effectively.
QUESTIONNAIRE
Name:
Age:
Gender:
Address:
Email:
Phone Number:
Q1) Is using social media a beneficial method for company's growth and success?
 Yes
 No
Q2) What are the benefits of social media for an organisation?
 Increasing profitability
 Gaining attention of customers
3

Q3) Does social media help in gaining attention of large number of customers towards an
organisation ? Agree Disagree
Q4) What are the major challenges faced by firm while implementing social media within an
organisation ? Developing social media strategy Know useful platform
Q5) Do you think social media method help company in leading towards success and
growth ? Yes No
Q6) Does social media influence consumer buying behaviour within an organisation ? Agree Disagree
Q7) Can social media assist in acquiring high income and profitability by delivering effective
services ? Yes No
Q 11) Do you have any suggestion regarding influence of social media in consumer buying
behavior in travel and tourism sector.
2.3 Record and collate relevant data
In this, data and information play a crucial role in order to carry out research activities
and functions in better manner. Mainly investigation is focused on adopting such method of
questionnaire in order to evaluate and understand about research issues with the opinions of
respondents (Kim and Johnson, 2016). This is the best way that can be used by researcher in
order to analyse and examine real facts and figures which assist in drawing an appropriate results
for research work. This section of investigation is based on thematic analysis as this is
formulated and it is related with the questions of questionnaire.
Q1) Does social media is beneficial method for company's Frequency
4

growth and success ?
 Yes 30
 No 10
Q2) What are the benefits of social media within an
organisation ?
Frequency
 Increasing profitability 35
 Gaining attention of customers 5
Q3) Does social media help in gaining attention of large
number of customers towards an organisation ?
Frequency
 Agree 37
 Disagree 3
Q4) What are the major challenges faced by firm while
implementing social media within an organisation ?
Frequency
 Developing social media strategy 36
 Knowing useful platform 4
Q5) Do you think social media method help company in leading
towards success and growth ?
Frequency
 Yes 25
 No 15
Q6) Do you think influence of social media in consumer buying
behaviour affect travel and tourism sector ?
Frequency
 Agree 32
 Disagree 8
Q7) Can social media assist in acquiring high income and
profitability by delivering effective services ?
Frequency
 Yes 30
5

 No 10
TASK 3
3.1 Research evaluation techniques
This is the basis think about in compelling path by using appropriate strategies and
policies which assist in reaching with exercises in given time period. There are various number
of research assessment techniques and devices that are identified for enhancing accurate results
or outcomes to reach with end goals and targets to produce high income and revenue. It is consist
as vital part of research that support them in reduction in quality and shortcomings of work.
Along with this, the segment of investigation assist in acquiring accurate results or outcomes
which develop an incentives for people. It is important for researcher is to explore work with the
help of using various strategies and devices in order to analyse whole task for overcoming with
such issues and problems. The important quality of research is provide a concise talk regarding
some specific areas which assist in developing professional goals and targets of an organisation.
An organisation research is successful in analysing survey issues in feasible and dependable
manner. While conducting survey or examination, researcher face various issues and problems
that directly affect on business operations and its functions. The major issue of research is time
as researcher need to spend more time in work which is powerful in completing all duties and
obligations in systematic way. There are mainly two sorts of assessment strategies are identified
which are described as follows:
Formative assessment – As per this factor, assessment of investigation is lead towards
legitimate manner by enhancing growth and success level. This assist in limiting probability of
mistakes and errors. The main opportunity is to learn things by using various reasonable methods
or techniques.
Summative assessment – It define as a assessment method of evaluation which
performed at the end of unit and it is allow researcher to measure understanding and knowledge
in better manner. This will help in evaluate skills, acquisition achievement at the conclusion of
defined instructional period.
6

3.2 Analysis of results
In this section, data has been analysed with the help of developing and preparing
questionnaire. It plays an important role in collecting and gathering valid and correct results or
outcomes for the investigation work.
Theme 1: Social media is beneficial method for company's growth and success
Q1) Does social media is beneficial method
for company's growth and success ?
Frequency
 Yes 30
 No 10
Interpretation: As per the above described table, it can be analysed that social media is the
method which help in attracting large number of customers from different countries. It is helpful
in gaining high income and profitability by distributing effective products and services in better
manner. There are around 30 respondents who are agree on that statement where social media is
beneficial method for organisational growth and success level. On the other hand, rest of the 10
respondents are disagree on that statement in which they does not gain high success and
development.
Theme 2: Increasing profitability is the benefits of social media within an organisation
7
30
10
Yes
No

Q2) What are the benefits of social media
within an organisation ?
Frequency
 Increasing profitability 35
 Gaining attention of customers 5
Interpretation: As per the above described table, social media is useful and beneficial for an
organisation which help in increasing income and profit level. This will assist in gaining
attention of large number of people through offer them reasonable price services or facilities.
There are around 35 respondents who are agree on that statement where it helps in enhancing
profitability by offering variety of services or facilities. On the other hand, there are
approximately 5 respondents who are agree on that social media assist in gaining attention of
domestic as well as international customers.
Theme 3: Social media help in gaining attention of large number of customers towards an
organisation
Q3) Does social media help in gaining
attention of large number of customers
towards an organisation ?
Frequency
 Agree 37
 Disagree 3
8
35
5
Increasing profitability
Gaining attention of customers

Interpretation: As per the above described table, it can be examined that social media assist in
attracting large number of people through delivering effective services and facilities to them. It
can be used for delivering required products and services to the people who come for enjoy the
destination. Thomas cook is providing effective services where they are fulfil all needs and
requirements of an individual. There are around 37 respondents who are agree on that statement
in which social media assist in acquiring more and more customers towards an organisation. Rest
of the 3 respondents are disagree on that statement in which sometime they does not that it will
assist in gaining attention of customers.
Theme 4: Developing social media strategy is the major challenges faced by firm while
implementing social media within an organisation
Q4) What are the major challenges faced by
firm while implementing social media within
an organisation ?
Frequency
 Developing social media strategy 36
 Knowing useful platform 4
9
Agree Disagree
0
5
10
15
20
25
30
35
40 37
3
Column B