Impact of Technology on Consumer Decisions: Thomas Cook Study

This research project investigates the impact of social media technology on consumer decision-making within the travel and tourism sector, focusing on Thomas Cook as a case study. The project is structured into four tasks, beginning with the formulation of research specifications and a review of relevant literature. It then explores the factors influencing research project selection, including the researcher's interest and access to data. The second task involves outlining the resources for research questions and proposing a research investigation aligned with the agreed specifications. This includes the collection and recording of relevant data. Task three focuses on the analysis and interpretation of results using appropriate research evaluation techniques, drawing conclusions and making recommendations for future research areas. The project's introduction defines key terms, such as technology and social media, within a business context, emphasizing their role in marketing and consumer relations. The research highlights the importance of social media platforms like Instagram, LinkedIn, and Facebook, and their influence on consumer choices regarding destinations, budgets, and tour packages. The project also reviews the importance of consumer feedback and how Thomas Cook can use social media to improve its services and attract more customers.

Research Project

Table of Contents
TITLE: ............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulation and recording possible research project specification......................................1
1.2 Factors which contributes to research project selection........................................................2
1.3 Critical review of key references..........................................................................................3
1.4 Research project specification...............................................................................................6
1.5 Appropriate plan and procedures for the agreed research specification...............................7
TASK 2............................................................................................................................................8
2.1 Resources efficient for research questions............................................................................8
2.2 Proposed research investigation with agreed specification and procedure...........................9
2.3 Collection and recording of relevant data...........................................................................10
TASK 3 .........................................................................................................................................12
3.1 Use of appropriate research evaluation technique for study...............................................12
3.2 Analysis and interpret results for determining original specifications................................12
3.3 Make recommendation and further area for consideration................................................20
TAKS 4 .........................................................................................................................................21
4.1 Covered in Poster................................................................................................................21
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22
APPENDIX ...................................................................................................................................24

TITLE:
“Influence of technology on consumer decision making in travel and tourism
sector.” A case study on Thomas Cook.
INTRODUCTION
Technology refers to system, methods and device which helps to provide results in the
form of scientific knowledge and then used for practical purpose. In business, there is use of
different resources which are important and relevant for performing commercial activities.
Information technology is used to store, collect, share and manipulate information. In this
research there is discussion about information technology used for business context and has
different benefits such as achieving economies of scale, improve productivity, getting edge over
competitors, etc. With use of latest technology, there is ease in performing operations and work
force is satisfied because they are using latest technique (Al-Kwifi, 2015).
In this research, there is discussion about social media as part of technology. Social
media is part of information technology. Information technology is use of computer, internet in
order to get ease at working place. Social media is a platform which is used in order to create
communication platform among one another. This research is based on Thomas Cook which is
one of the best association in travel and tourism sector. In context to business, there is use of
different social media techniques which helps to perform operations such as marketing,
managing consumer relations, etc. in appropriate manner.
TASK 1
1.1 Formulation and recording possible research project specification
Research is conducted in order to enhance knowledge related to some topic. Research
aims and objectives helps to provide knowledge about different aspects of conducting research.
There is use of different aspect such as collection of data from different sources which helps to
attain pre set aims and objectives. This helps researcher to perform actions in relevant and right
manner so aims and objectives can be achieved in authentic and reliable manner.
In this report, there is discussion about use of social media which is relevant and
significant for consumers in making decisions (Baum, 2015). There are some changes which are
required to made in performing operations according to external market. Social media includes
use of Instagram, LinkedIn, Twitter, Snap-chat, Facebook, etc. Apart from this, there is use of
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official site of Thomas Cook which is significant for providing information about terms and
conditions, different tour packages, etc. which helps to perform operations in effective and
relevant manner.
Aim:
“Influence of social media technology on consumer decision making in travel and
tourism sector.” A case study on Thomas Cook.
Objectives:
 To understand the concept of social media technology.
 To analyse the impact of social media techniques on consumer decision making. To recommend different ways through which Thomas Cook can easily attract large
number of customers by application of social media technology.
Questions:
 Do you understand the concept of social media technology?
 What is the impact of social media techniques on consumer decision making?
 What are the recommendations to Thomas Cook for social media application?
1.2 Factors which contributes to research project selection
Research refers to the investigation on some specific topic. There are different factors
which affects research selection process. There are personal as well as professional reasons for
research topic is used. Some factors are discussed as under-
Interest- In this research, there is discussion about impact of digital technology omn
consumer decision making. This is the interest area of researcher. Individual wants to study
about technological changes taking place in environment and its role in influencing consumer
decision. This is the areas which is interesting for researcher hence this topic is chosen.
Access to Primary Data- This is the topic which is interesting hence it is easy to collect
data from consumers. This helps to make research ethical and authentic. Consumers are ready to
provide their views on technological changes which affects their decision. Hence this topic is
selected for conducting research. It is easy to collect data from respondents, when they are
waiting for their flights, bus, train, etc.
Scope and Importance- Scope of this research topic is relevant because these days
technological changes are taking place with rapid speed. With conducting this research, there is
more scope for analysing research topic. This topic helps to conduct research in near future on
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similar topic. This topic is important because it helps to provide knowledge about current
technological changes on business sales and revenues. So researcher select this topic.
Research is a long time process. There is use of different aspects which helps to achieve
aims and objectives. There are many activities which are included for successful completion of
project. Different activities has to be considered which assist in getting positive result in the form
of attaining objectives within specified time. With the help of different activities it is easy for
individual to perform activities in systematic and reliable manner. Components for completion of
researcher are as under-
Introduction: Introduction is first stage in conducting research. This helps to provide
knowledge about topic so it is easy for researcher to complete investigation because they have
brief information about topic. This helps to collect data from research activities (Benckendorff,
Sheldon and Fesenmaier, 2014).
Literature Review: This is the second stage of research in which there is discussion about
objectives which are set for achieving. Literature review is provided on the basis of authentic
source.
Research Methodology: This stage while conducting research is literature review. In this
there is discussion about different methods of collecting data. There is use of different research
methods and techniques such as primary data, questionnaire which are covered under this.
Data Analysis: In order to make research authentic. There is requirement for collecting
data from different source which helps to provide interpretation over collected data.
Conclusion and Recommendation: At last for compiling research, recommendations and
conclusions is used which provides information about brief over view of collected data. There
are some measures which helps to give positive impact for making improvement in working style
of organisation.
1.3 Critical review of key references
This is most important aspect while conducting research because this provides theoretical
knowledge about topic with use of secondary sources for collecting information about social
media technology. In this section, views of different authors are considered for collecting
relevant information related to implementation of social media technology.
The concept of social media technology
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Social media is combination of two words i.e. social and media. Social stands for
interaction among different people hence there is ease in sharing and transferring data from one
place to another. While media is the way through which information is communicated such as
TV, radio, newspaper, etc. Under this different applications are considered such as Facebook,
Instagram, LinkedIn, Pinterest, etc. are part of social media tools and techniques. In Thomas
Cook, there are many departments such as marketing, planning, customer service, accounting
and finance, etc. which helps to make customer satisfied. Social media techniques helps Thomas
Cook to share information from one person to another with minimum time (Cohen, Prayag and
Moital, 2014).
These days, consumers are using social media sites to gain knowledge about current
trends. It is easy to collect information, compare and then choice best option in society. Hence, it
is clear that social media affects decision making of consumers. Social media provides
knowledge about different destinations, budget, time period, etc. which helps to make decisions
related to tour packages. Hence there is important role of social media for maintaining long term
relations with consumers.
Social media is one of the important aspect which helps to create connection among
people. This helps to analyse changes which are taking place in external market. There is
requirement of making changes in product and services which can be judged with the help of
social media. Thomas Cook is an organisation which provides information about different
destinations and plan tour package for individual. According to Matt Sweetwood, there are seven
ways which helps to get success in business because these affects decisions of consumers. These
seven factors are discussed as under- Up to date social media sites. This helps to provide relevant and appropriate information
to consumers and hence they prefer to avail services from Thomas Cook. There are many
platforms such as Facebook, LinkedIn , Pinterest, etc. which helps to provide information
about services. Hence it is responsibility of managers to timely up date social media sites. Daily post on social media sites. Social media is one of the essential component which
helps to provide information to consumers (Couture and et. al., 2015). As there are many
changes which are taking place in external environment, at least once a day social media
sites must be updated. If there is positive comment on the basis of services of Thomas
Cook, then it must be highlighted. This helps to gain consumer confidence in brand.
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 Follow the competition. Tourism business is the sector where many competitors works.
This is also reason which affects decisions of consumers. In case package offered by
consumers is at less price, then this has to be considered by managers of Thomas Cook to
retain and maintain long term relations with consumers. These days many complementary
services are offered by tour operators, so strategies are farmed accordingly. Revert to clients. Customers are the main component which affects business operations
and organisational growth depends on them. These days, queries of consumers are
resolved through social media platform because there are sites where they post their
comment. It is responsibility of manager to answer query of consumers through call,
email, etc. This helps to provide familiar behaviour to consumers because they get revert
of their problems. Customer service leader. Customer and manager relations must be polite, calm and
friendly which helps to in interaction among customers (Lee, 2016). At Thomas Cook,
IT department has to interact with consumers with social media sites which helps to
provide product and services according to demand of consumers. With the help of social
media, it is easy for managers of Thomas Cook to take feedback and in case of positive
feedback, other individuals can also analyse it. Show face on Facebook. Facebook is one of the common social media site which is used
by various individuals. Hence, this is the best platform where managers of Thomas Cook
can portrait themselves as best. There are some positive comments on the behalf of
services, so this helps to create confidence among consumers. LinkedIn as main base. LinkedIn is social media platform but there are different
corporate links which helps to gain knowledge about overview of organisation. There is
connection among different consumers, so with good image it is easy for managers of
Thomas Cook to make strategies according to demand and trends. Various professionals
such as doctors, lawyers, engineer, etc.
The impact of social media techniques on consumer decision making
According to Shane Barker, (2017), role and impact of social media in decision making
of customers is an essential for the organisation. For the first time in marketing history, customer
is sharing all problems, concerns and thoughts on a public forum for entire to see and impression
rewarded for it. Along with this, social media marketing is an effective and useful technique used
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by Thomas Cook in order to promote their services or tour packages. This technique puts visitors
back to the middle of the business world and gives marketers an unique set of tools to interact
with clients and to integrate or combine them into the brands via innovative ways. Social media
highly impact on customers to buy business products easily. There are different techniques of
social media such as Facebook, Twitter, Instagram, Google + etc. All these are essential and give
an effective way to the company to deal and change the buying behaviour of customers. Large
number of visitors are use social media with the purpose to share their reviews, information,
experiences, advice, tips, warning and many other type of problems that are interesting to their
connection.
The relationship between consumer decision making and social media highly effects on
brand attitudes, advertising attitudes and buying intentions of customer. It will not necessarily
impact consumer's decision making process, but might have a mediating impact. It can make
brand attitudes that highly influence on buying behaviour of customers. The better image of
brand can lead the visitors to make quick decision on their buy (Öz, M., 2015). When visitor's
friend, relatives on social media share or suggested products or services on their social media, it
commonly affects brand attitude and impacts their decision making. Heretofore, advertising and
promotions on social media technique, which is given by commercial sources influence both
customer brand attitudes and buying intentions. Facebook is identify as a best technique which is
used by company to given their entire information related to package, offers etc. Thus it help
customers by increasing awareness about services. Therefore, it influence customers to buy more
services of an organisation.
Different ways through which Thomas Cook can easily attract large number of customers by
application of social media technology
According to the John DOZ, 2017, online marketing or social media play an essential role
in this contemporary era. In today, social media technology is biggest platform that benefited to
the company to create brand awareness at market. There are different ways used by Thomas
Cook to attract large number of customers easily. Some are explained as under:
Be socially active: It is introduce as a foremost and essential thing to attract maximum
number of visitors is to engage on social media. For this company should set yourself apart from
their contenders makes them more visible. It sustain a healthy and long term relation with the
visitors as this support to establish trust and loyalty among them (Sigala, 2017).
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Provide a contact number during the booking process: Providing easy, clear to access
contact information is important for Thomas Cook selling services online. It's describe a sign of
trust or loyalty for visitors who may have some doubts regarding understanding of information
about tour package on the internet. Thus, it is also essential and beneficial for the company to
attract large number of customers easily with the use of different social media platform such as
Facebook, Instagram, Google+ etc.
Conclusion
From the above discussion, it is concluded atht social meadi refers to use of Facebook,
Instagram, Pinterest, etc. for conducting business operations such as marketing, research and
development, etc. It helps to collect revert from consumers, analyse policies of competitors, etc.
As social media is used to conduct marketing activities, so this affects consumer decisions. It is
concluded that advertisement must be advertised according to targeted consumers because this
carestes urge to avail services. At last it is analysed that when managers of Thomas Cook is
socially active then it is easy to interact with consumers.
1.4 Research project specification
This research is based on impact of social media technology on decision making
technique. Hence in order to conduct this research, there are different activities such as
introduction, setting aims and objectives, data collection, interpretation, etc. which has to be
considered to achieve aims and objectives. With the help of social media sites, there is impact on
purchasing power because this vis the platform which creates communication among different
individuals and they are able to analyse it. As there is difference in perception of consumers, then
this affects business growth.
In this research, in introduction, there is discussion about basic concept of social media
and its impact on decision making of consumers (Standing, Tang-Taye and Boyer 2014). In
literature review, justification is provided for aims and objectives. This helps to give appropriate
information about topic of research. Research methodology is the stage in which stages of
research are analysed. In this report, exploratory research method is used which provides in
depth information about research topic. Qualitative research method is collected with the help of
questionnaire. Questionnaire is part of primary research under which different questions are
asked with respondents in order to collect information. After collection of data, analysis is done
which helps to provide information about reviews of respondents. At last, there is conclusion and
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recommendation which concludes about the topic. This is the conclusion which can be positive
or negative as per respondents. In recommendations, there is discussion about some points which
provides information about areas where improvements are required.
1.5 Appropriate plan and procedures for the agreed research specification
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TASK 2
2.1 Resources efficient for research questions
Research is the technique which helps to get in-depth analysis on some specific topic.
Hence, research is a systematic way of investigation and collecting information and data from
different sources (Ukpabi and Karjaluoto, 2017). There are many activities which are required to
be conducted in order to collect information related to respect project.
Resources are required to conduct project in effective and relevant manner. In order to
achieve research aims and objectives, there is requirement of proper communication technique,
internet connection, computer system, etc. This is relevant to maintain proper flow of
information which helps to conduct research in relevant and appropriate manner.
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Research philosophy- This is the technique which provides information about perception
of responds. In this research pragmatist approach is used because this is free from biasness. This
helps to create changes and perform operations in the form of relevant and significant
information. Pragmatist approach provides information with the help of mid path of positivist
and intrerpretivist. This research philosophy is suitable with other techniques of research, so it is
easy to interepreate information and hence appropriate recommendations are provided.
Research design- This is also a technique to perform research and collect information
and identify the impact on research topic in the form of research aims and objectives. In this
research, descriptive design is used which helps to get proper and detail information about
research topic. Research design is of three types i.e. descriptive, exploratory and experimental.
There are some specific reason recommendation which has to be provided after conducting
research (Vellas, 2016). This can be done with the help of proper and relevant information
which is collected with the help of exploratory research. This helps to get positive results on
completion of further result.
Research approach- Deductive approach is used to conduct this research. With
pragmatist research philosophy, deductive approach is best because this provides relevant and
significant information for attaining aims and objectives. In this research, researcher observes the
response of respondents and then provide information in regard to it.
Ethical consideration- This research is conducted in ethical manner with the help of
appropriate consideration. There is collection of data from respondents hence this collected
information is used for ethical and legal purpose i.e. giving valid conclusion and
recommendations. The information provided by respondents is confidential and used for the
ethical purpose (Wang, and et. al., 2015). As with the help of collected data information related
to topic are used to enhance knowledge of respondents. Hence this research is valid as it provides
reliable and relevant information to readers.
Data sampling- Data sampling is a technique used while considering research to select,
manipulate and provide views on topic. Random sampling method is used in this research. As
per this method, there are number of respondents who have equal chance of being selected for
sampling.
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