Research Project: Social Media's Influence on Hospitality Consumers

This research project investigates the impact of social media on consumer behavior and purchase decisions within the hospitality sector, focusing on Thomas Cook PLC. The report begins with an introduction to social media's influence, consumer behavior, and the context of the hospitality industry, highlighting the significance of platforms like Facebook and Twitter. The methodology section details the interpretivism research philosophy, explanatory research design, and inductive research approach used, along with data collection methods involving a questionnaire survey of 20 consumers. The data analysis and results section presents findings through tables and interpretations, revealing that a significant percentage of consumers use social media for information, believe the information is accurate, and are highly dependent on social media for purchasing decisions. The report also assesses the extent to which Thomas Cook provides relevant information on social media. Finally, the report discusses the findings, draws conclusions, and offers recommendations for Thomas Cook to improve its social media strategies, and acknowledges the limitations of the study.

Research Project Part 2 –
Implementing proposal

TABLE OF CONTENTS
RESEARCH TOPIC........................................................................................................................1
INTRODUCTION...........................................................................................................................1
METHODOLOGY..........................................................................................................................2
DATA ANALYSIS/ RESULTS .....................................................................................................5
DISCUSSION ...............................................................................................................................14
CONCLUSION .............................................................................................................................15
RECOMMENDATIONS...............................................................................................................16
Appendix .......................................................................................................................................17
REFERENCES..............................................................................................................................19

Executive Summary
This report investigates level of impact social media websites and applications have had
on consumer behaviour in hospitality sector. It also determines growth of organisation after
utilization of social media as tool to influence customers. Study analysed that data taken from 20
existing users of social media applicant’s websites across countries. Results clearly indicate that
social media applicants like Facebook is significantly related to consumer behaviour and
purchase intentions. Consumers are highly dependent on information of social media to buy
products and services. This study on existing researcher of SMM by analysing direct influence
of these applicants on relationship between Thomas Cook and customers in context of hospitality
industry.

RESEARCH TOPIC
“To what extent does social media influence consumer’s purchases?”
INTRODUCTION
Social media is all about providing opportunities for people to share their views,
experience, ideas, thoughts and opinion with others. It has removed spatial and time constraints
that were inherent in traditional method of communication (Zeng and Gerritsen, 2014).
Consumer behaviour is classified as decisions and actions that influence purchase decisions of an
individual. In last years, social media has achieved phenomenal success: Facebook, a social
media networking website, claims that its active users reached 1.3 billion world-wide (Husnain
and Toor, 2017). Twitter, a micro blogging website hosts 225 million users who post 500 tweets
per day. In accordance with tourism context, 67% of UK travellers seems to consider reviews
given by other travellers during travel related search process (Hudson and et.al., 2015). Tourism
and hospitality is one of the fastest growing economic sectors on global basis, producing 9% of
GDP and generating 1.4 trillion of world's exports.
Social media has also influenced consumer behaviour from acquisition of information to
post purchase intentions like dissatisfaction statement or behaviours about a product or enterprise
(Inversini and Masiero, 2014). Websites like Facebook, Twitter and Pinterest provide an
opportunity for consumer to make comparison between products and service provided by
different companies (Leung and et.al., 2013). It has also enabled business to engage and interact
with potential consumers, encourage an increased sense of intimacy with consumers and build
important relationships with potential customers (Leung and Bai, 2013). In this research project,
scholar has carried out study on analysis of extent to which social media influence consumer
behaviour and purchase decisions in hospitality sector (.Leung, Bai and Stahura, 2015). Thomas
Cook PLC is a British hospitality sector enterprise which has its business operations in many
countries (Fotis, Buhalis and Rossides, 2012). Different social media applications are used by
Thomas Cook for promotion of its products and services among target people.
Project Aim: To evaluate level of impact social media websites and applications have had on
consumer behaviour in hospitality sector- A study on Thomas Cook PLC.
Project Objectives:
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 To understand concept of consumers purchase decisions and behaviour.
 To analyse issues faced by consumers on social media websites and applications.
 To identify different social media application and website used by Thomas Cook Plc.
 To evaluate level of impact social media websites and application has on consumer
behaviour at Thomas Cook PLC.
 To recommend strategies for Thomas Cook to improve its social media application for
providing positive influence on consumer behaviour.
Research Questions
 What is concept of consumer behaviour and purchase decisions?
 Which issues are faced by consumer on social media?
 Which social media applications and websites used by consumer of Thomas Cook?
 Up to what extent does social media influence consumer’s behaviour towards Thomas
Cook?
Rationale of study
Main reason behind conducting this research is that scholar has a specific interest in this
area of topic and there is wide scope of study. Various other authors and researcher have
conducted study on similar topic which help in analysing appropriate concept and direction of
research. This research will also help in developing skills and capabilities of undertaking
challenges. Huge secondary data is available on this study, which helps scholar by developing its
understanding and identify impact of social media on consumer behaviour. Study will help in
developing, comprehending, analysing, technological, analytical, conceptual and motivational
skills. This framework also enabled scholar to complete research and achieving purpose of
evaluating impact of social media application and websites on consumer behaviour and purchase
decisions.
METHODOLOGY
1. Research Philosophy
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It is a philosophy which is used in analysis of methods of collecting of data for particular
research. This method helps in dealing with source, development and nature of whole knowledge
about project. This process helps in identifying all core concepts of project. Research philosophy
can be done in various method, for example, pragmatism, realism, positivism or interpretivism
(Choy, 2014). For this project work, researcher will use interpretivism methodology to perform
functions. This method is very useful as it will help them in studying phenomenon in their
natural environment. It assists in analysing small samples in-depth and performs qualitative
investigations.
2. Research Design
It is a systematic approach which is used by researchers in conducting their study. It
consists of various components which are identified during research process. An effective
research design should have a strategic methodology which can be useful for researcher. There
are four different designs to perform this method, i.e., exploratory, descriptive, explanatory and
evaluation research (Fletcher, 2017). For this project, researcher has opted for explanatory
method. This process has been chosen as researcher has designed a questionnaire which includes
factors like what, how and why in it, which helped in getting better outcomes.
3. Research Approach
This is a process which includes detailed procedure of whole research project which can
include, methods of data collection, its analysis and interpretation as well. This is divided into
two parts, i.e., one is collection of data and second is analysis of that data or reasoning.
Researcher will apply inductive approach of analysis for this work. Deductive approaches is used
by scholar for testing of assumptions made to evaluate the level of impact social media
applications has on consumer behaviour (Flick, 2015). This process will include steps like,
analysing secondary data, studying outcomes from that analysis and finally developing a theory
based on that research.
4. Data Collection
Data collection is a process which is generally used in collecting all information which is
related to work in finding solutions to all research problems and also analysing final outcome
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(FOTIS, 2015). Data collection can be performed in two ways, i.e., primary and secondary data
collection method. For this, project researcher has opted for primary method for collecting all
required data (Glesne, 2015). In this process, simple random sampling technique is being used in
which questions have been asked with chosen 20 random consumers. Based on that result of this
methodology, final outcome will be interpreted.
5. Ethical Considerations
This play a very important in research work and has to be taken care very seriously.
Ethical consideration includes all norms and standards which has to be followed properly to
conduct research in right manner. It can help in determining acceptable and unacceptable
behaviour in research work. For this project, researchers has used all ethical resources which is
required for completion of this project work. Proper referencing is also done very carefully
(Panneerselvam, 2014). Researcher has followed all ethics which is required in this, such as,
performing research methodology, data collections methods, etc. This process helps in reducing
effect of falsifying of data which is very crucial for project work.
6. Reliability and Validity
Reliability refers to that process which helps in understanding that all final results are
reliable and valid. Researcher has asked questions to 20 random consumers and from their
answer, most reliable issue has been selected for research work which is valid also as per given
answers by them (Smith, 2015). It has been taken care of that all final outcomes of this research
work is valid and reliable which is easily understandable.
7. Limitations
There are so many limitations which has been arisen during project work. First and most
important limitation is lack of time. If there was more time than researcher could able to conduct
research with more methods which will be helpful in getting better and effective results. Another
factors which has affected them is that some chosen consumers are not that confident in
answering question which might affect final result for this project (Choy, 2014). Coordinating
with fellow researcher was a tough task as there were many times when there was a miss match
between their ideas.
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DATA ANALYSIS/ RESULTS
Theme1: Customers have used social media application and website for getting information.
Have you ever used social media application and
website for getting information? Frequency Percentage
Yes 10 50.00%
No 6 30.00%
Not sure 4 20.00%
Total 20 100.00%
Interpretation: Online questionnaire survey is conducted by researcher to evaluate level
of impact provided by social media website and application on consumer purchase decisions.
From sample, 50% respondents have stated “Yes' because use social media application and
website for getting information. 30% respondents have denied and 20% customers was not sure
about statement. Hence, it is interpreted that customer use SM website and apps for getting
information about products and services of Thomas Cook.
Theme2: Information provided on social media application is correct and helps in making
appropriate decisions.
Do you think that information provided on social media Frequency Percentage
5
Agree Disagree Neutral Total
0
2
4
6
8
10
12
14
16
18
20
12
5
3
20
Frequency

application is correct and helps in making appropriate
decisions?
Agree 12 60.00%
Disagree 5 25.00%
Neutral 3 15.00%
Total 20 100.00%
Interpretation: Analysis of table provide understanding that, 60% of respondents are
“Agree” because they think that information which is provided on social website is relevant and
provide positive impact on consumer's purchase decisions and behaviour. Whereas 25% are
“disagree” and 15% are not sure about the statement. Hence, it is clear that information provided
on social media application is correct and helps in making appropriate decisions.
Theme 3 Consumer highly dependent on social media applications and website to buy
products and services.
Up to what extent you are dependent on social media to
buy products and services? Frequency Percentage
High 10 50.00%
6
High Limited Low Not dependent
0
1
2
3
4
5
6
7
8
9
10
10
5
3
2
Frequency

Limited 5 25.00%
Low 3 15.00%
Not dependent 2 10.00%
Total 20 100.00%
Interpretation: From above table, it is analysed that 50% respondents have stated that
they are highly dependent on social media website to get information about products and services
of hospitality firms like Thomas Cook. Whereas 25% have stated “Limited” 15% have viewed
“Low” and remaining 10% specified that they are not dependent on social applications and
websites. Thus, it can be said that people are highly dependent on social media websites to get
information.
Theme 4: Thomas Cook provide appropriate information about its products and services on
social media websites and applicants.
Does Thomas Cook provide appropriate information
about its products and services on social media websites
and applicants? Frequency Percentage
Agree 8 40.00%
Disagree 7 35.00%
7
High
Limited
Low
Not dependent
0 1 2 3 4 5 6 7 8 9 10
10
5
3
2
Frequency

neutral 5 25.00%
Total 20 100.00%
Interpretation: Above table shows that, 40% customer are “Agree” that Thomas Cook
provide information about its products and services on social media websites and applicants.
35% respondents are “Disagree” with the statement whereas 25% are Neutral. Hence, it can be
stated that Thomas Cook provide appropriate information about its products and services on
social media websites and applicants.
Theme5: Information about price was helpful in making decisions about values of products
and services.
How helpful was provided information in making your
decision? Frequency Percentage
Price 8 40.00%
Local convenience 3 15.00%
Amenities 3 15.00%
Accommodations 6 30.00%
8
8
7
5
Agree
Disagree
neutral

Total 20 100.00%
Interpretation: From above online survey, It is analysed that 40% respondents have
voted for “Price”, 15 % have stated “local convenience”, 15% for Amenities and 30% for
Accommodations. However, information about price was helpful for consumers in analysing
values and quality of products and services. It helps in making comparison of Thomas Cook with
other company.
Theme 6: Customers are agreed that information on social media website is sometimes biased.
Indicate extent to which you agree or disagree with
statements regarding present website Frequency Percentage
This information on social media website is sometimes
biased. 10 50.00%
I trust information present on website 5 25.00%
Not sure 5 25.00%
Total 20 100.00%
9
Price Local convenience Amenities Accommodations
0
1
2
3
4
5
6
7
8
8
3 3
6
Frequency

Interpretation: From survey of 20 customers, 50% customers think that information on
social media website is sometimes biased and provided for benefit of organisation. Further, 25%
consumers have stated that they trust information present on website whereas 25% respondents
are not sure about the statement. Hence, Customers are agreed that information on social media
website is sometimes biased.
Theme 7 Facebook is mainly used by consumers to get information about offers and tour
packages of Thomas Cook.
Which social media application you have mainly used to
get information? Frequency Percentage
Facebook 8 40.00%
Twitter 5 25.00%
SinaWeibo 5 25.00%
Pinterest 2 10.00%
Total 20 100.00%
10
0
2
4
6
8
10
10
5 5
Frequency

Interpretation: 40% response have stated that “Facebook” application is highly used by
them to get information about products and services whereas other 25% respondents use Twitter,
25% Sina Weibo and 10% use Pinterest. Hence, Facebook has large number of users and mainly
consumers decisions are highly based on information on provided on social media.
Theme 8: Consumer have faced privacy issues in getting information about Thomas Cook on
Social media.
Which type of issues you have faced in getting
information about Thomas Cook on Social media? Frequency Percentage
Security 5 25.00%
Privacy 10 50.00%
Fraud 5 25.00%
Total 20 100.00%
11
Facebook Twitter SinaWeibo Pinterest
0
1
2
3
4
5
6
7
8
8
5 5
2
Frequency

Interpretation: From above statement, 25% respondents have viewed that they face security
issues, 50% customers have faced privacy problems and 25% respondents have analyse
fraudulent activities on websites. Hence, it is clear that privacy issues have been faced by
consumer in getting information about Thomas Cook on social media websites.
Theme 9: Consumer would like to buy products and service of Thomas Cooks on basis of
information on social media.
Based on information on social media, Would you like
to buy products and services of Thomas Cook? Frequency Percentage
Yes 12 60.00%
No 3 15.00%
Not sure 5 25.00%
Total 20 100.00%
12
Security Privacy Fraud
0
1
2
3
4
5
6
7
8
9
10
5
10
5
Frequency

Interpretation: From above survey, it is analysed that consumer would like to buy products and
services from Thomas Cook on basis of information provided by them on social media. This
statement is based on information provided by organisation to buy products and services. In this
study, Majority of 60% customers have stated “Yes” as they feel that information is correct and
appropriate to make decisions. 15% have denied the statement whereas 25% are not sure.
Theme 10: Wide offers and range of products information is important for consumers to make
decision.
Which is most important benefit of social media
applications in your perception. Frequency Percentage
Relevant information 4 20.00%
Wide range of products 8 40.00%
Comparison 4 20.00%
Easy Accessibility 2 10.00%
Time Saving 2 10.00%
13
12
3
5
Yes
No
Not sure

Total 20 100.00%
Interpretation: In this analysis, 40% respondents have stated that wide offers and range
of products information are provided by Thomas Cook on social media which is beneficial for
customer to make decisions. 20% have stated “relevant information”, 20% states that it helps in
making comparison whereas 10% respondents have stated it is time saving activity. Hence, Wide
offers and range of products information is important for consumers to make decision.
Continuous updates are made by organisation on its page to attract customers and provide its
exciting offers to influence customers.
DISCUSSION
The thematic analysis reveal several themes which explains influence of social media on
consumer behaviour or purchase decisions at Thomas Cook. Social media application is
analysed as key drivers for hospitality sector firms because it has provided high growth and
recognition among customers. Outcomes derived this study demonstrate that social media
serves as crucial factors in arousing purchase intentions among consumers. Role these social
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Relevant information
Wide range of products
Comparison
Easy Accessibility
Time Saving
0
1
2
3
4
5
6
7
8
4
8
4
2 2
Frequency

media websites act as a mediator in this study also facilitates in explaining how organisation
could use social media as a tool to increase consumer's purchase intentions.
In this study, social media applications is found to have important effect on consumers
purchase intentions in context of Thomas Cook. As per results, consumers of Thomas Cook
always prefer to use social media applications and sites to get information about their products
and services (Hudson and Thal, 2013). Information provided on social media application is
correct and helps in making appropriate decisions. Trustworthiness is most important aspects that
organisation needs to create among customer by ensuring that information on media must be
correct not biased. Social media has also influenced consumer behaviour from acquisition of
information to post purchase behaviour like dissatisfaction statement or behaviours about a
product or enterprise (Ayeh, Au and Law, 2013). Websites like Facebook, Twitter and Pinterest
provide an opportunity for consumer to make comparison between products and service provided
by different companies.
In addition, it is also realised that data provided on social media websites was helpful in
making comparison between price of Thomas Cook and companies. This information about
products features, design and price directly influence their perception and force them to review.
Tourism and hospitality is one of the fastest growing economic sectors on global basis,
producing 9% of GDP and generating 1.4 trillion of world's exports. Further, it has also
provided positive influence on growth of organisation in hospitality sector and enable them to
meet requirements of customers.
CONCLUSION
The outcomes gained from this research will be able to contribute to body of literature
in different ways. First, study explores knowledge on how social media applicants and websites
are related to consumers behaviour or buying intentions. In a continuously evolving technology
world, it appears that Thomas Cook has also experienced rapid growth from social media usage
in last few years. This support the fact that 67% percent people are very much engaged with
social media website such as Facebook. In this context, social media should be used as
marketing tool to successfully or positively arouse consumer behaviour and purchase intentions.
Results study stated that marketers of Thomas Cook in UK needs to consider strategic role of
consumer’s behaviour in arousing purchase intentions. They also need to strategically improve
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and enhance their social media marketing communication so that maximum advantages of
involving customers can be attained.
RECOMMENDATIONS
As per above research analysis, it can be recommended to professional at hospitality
sectors that for better understanding of their consumers purchasing decisions and behaviour they
can analyse four basic elements, such as, demographical, behavioural, attitudinal nature of them
while they purchase any product. This will help them in understanding them better and
effectively.
Communicating with them is another solutions which can be opted by them. There are
various issues which is related to use of social media websites and applications, which has to be
managed properly. It is recommended that they can use authentic websites for their utilization
which can reduce risk of leaking their information on internet. Keeping touch with customers on
internet will help them in reducing issues from consumers.
There are different social medial platforms which can be used by Thomas Cook Plc, for
example, they can use Facebook, Instagram, Twitter, etc. for promotion of their services in
market. It will be very useful for them in increasing their customer rate and revenue as well. It is
recommended that there will be a huge impact of social media websites and application on their
consumer's behaviour of Thomas Cook Plc is that they can connect with their customers directly
through these applications which will be very helpful for them in satisfying their needs and
preferences. Recommended strategies for Thomas Cook which they can implement in their
system for improvement of social media application which will help them in giving positive
response of consumer behaviour, for example,
 Making their site visible on all social media platform will be very beneficial for them in
increasing marketing techniques.
 Ensuring that their online handles are very consistent across all networks, such as,
Twitter, Facebook, etc.
 Adding attractive advertisements related to their services, writing valuable client's
feedback will also help them in improvement.
 Providing proper and effective security measures to all social media applications will also
play an important role in upgrading their system.
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Appendix
Name:
Occupation:
Have you ever used social media application and website for getting information?
 Yes
 No
 Not sure
Do you think that information provided on social media application is correct and helps in
making appropriate decisions?
 Agree
 Disagree
 Neutral
Up to what extent you are dependent on social media to buy products and services?
 High
 Limited
 Low
 Not dependent
Does Thomas Cook provide appropriate information about its products and services on social
media websites and applicants?
 Agree
 Disagree
 Neutral
How helpful was FOTIS, N., 2015provided information in making your decision?
 Price
 Local convenience
 Amenities
 Accommodations
Indicate extent to which you agree or disagree with statements regarding present website
 This information on social media website is biased.
17

 I trust information present on website
 Not sure
Which social media application used have mainly used to get information?
 Facebook
 Twitter
 SinaWeibo
 Pinterest
Which type of issues you have faced in getting information about Thomas Cook on Social
media?
 Security
 Privacy
 Fraud
Based on information on social media, Would you like to buy products and services of Thomas
Cook?
 Yes
 No
 Not sure
Which is most important benefit of social media applications in your perception.
 Relevant information
 Wide range of products
 Comparison
 Easy Accessibility
 Time Saving
18

REFERENCES
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Choy, L. T., 2014. strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
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Fletcher, A. J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology. 20(2). pp.181-194.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Fotis, J., Buhalis, D. and Rossides, N., 2012. Social media use and impact during holiday travel
planning process (pp. 13-24). Springer-Verlag.
Glesne, C., 2015. Becoming qualitative researchers: An introduction. Pearson.
Hudson and et.al., 2015. The effects of social media on emotions, brand relationship quality, and
word of mouth: An empirical study of music festival attendees. Tourism
Management. 47. pp.68-76.
Hudson, S. and Thal, K., 2013. The impact of social media on consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Husnain, M. and Toor, A., 2017. Impact of Social Network Marketing on Consumer Purchase
Intention in Pakistan: Consumer Engagement as a Mediator. Asian Journal of Business
and Accounting. 10(1). pp.167-199.
Inversini, A. and Masiero, L., 2014. Selling rooms online: use of social media and online travel
agents. International Journal of Contemporary Hospitality Management. 26(2). pp.272-
292.
Leung and et.al., 2013. Social media in tourism and hospitality: A literature review. Journal of
travel & tourism marketing. 30(1-2). pp.3-22.
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Leung, X.Y. and Bai, B., 2013. How motivation, opportunity, and ability impact travelers' social
media involvement and revisit intention. Journal of Travel & Tourism Marketing. 30(1-
2). pp.58-77.
Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social media in
hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research. 39(2). pp.147-169.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd.
Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
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Online
FOTIS, N., 2015. “Use of social media and its impacts on consumer behaviour: context of
holiday travel”. [Online]. Available through:
<http://eprints.bournemouth.ac.uk/22506/1/JOHN%20FOTIS%20-%20PhD.pdf>
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