Impact of Social Media on Travel and Tourism: Thomas Cook Enterprise

This report examines the influence of social media on the travel and tourism industry, using Thomas Cook UK as a case study. The research employs a deductive approach, incorporating both primary and secondary data collected through purposive sampling of 30 customers. The findings indicate that social media significantly impacts various aspects of Thomas Cook's business, including customer awareness, marketing effectiveness, and competitive advantage. The report highlights that social media is crucial for attracting customers with destination images, influencing their decision-making processes, and ultimately driving business operations. The study's objectives are to determine social media's role, understand its impact on the tourism industry, analyze factors influencing customer decisions, and recommend improvements for business activities. The interpretative technique is used to provide broad assumptions based on human nature, leading to the conclusion that social media plays a greater role in terms of attracting customers.

Aim- The influence of social media on Travel and Tourism. A case study on Thomas cook enterprise UK.
Theme 4 : Yes, social medial works as influence the decision making of the customers.
23
5
2
Yes
No
May be
Interpretation - - Based on the above pie diagram it can be concluded that social media is
one of the effective tool that is useful in order to influence the decision making of
customers. It provides the attractive image of the destination and this all impact the
decision making of the customers. Thus, social media provides the ways with help of
which the tourist firms are able to grab the attention. In this, there are total number of 30
respondents. Furthermore, 23 said yes, 5 said no and 2 are not sure of it. Thus, social
media is tool that is helpful in order to influence the decision making of the customer's.
Theme 6 : The one of the beneficial aspect of social media is to attract the customers
with the destination image.
12
10
4
4
Attracts the customers with
image
Effective marketing of services
Awareness to customers
Cost effective
Interpretation – As per the above given chart it can be concluded that social media is tool
that is useful in terms to attract the customers with help of choosing the attractive
destination image. In this, there are total 30 number of the respondents. Thus, 12 said it is
useful in order to attract the customers with image, 10 said that it is useful in order to bring
effective marketing of the services, 4 said that this will be beneficial in terms to aware the
customer about the product and services and 4 said that it is cost effective process.
Theme 1: Yes, Thomas cook uses the social media
approach in its business activities.
Yes No May be
0
5
10
15
20
25
30
25
3 2
Frequency
Interpretation - Based on the above report it can be
concluded that the social media is crucial tool that
helps to bring system business functions. The effective
social media approach helps to bring smooth working.
In this, there are total number of the 30 respondents.
Thus, 25 said yes that social media is useful tool in
terms to bring the systematic business operations and
3 said no that it is not that much effective and 2 are
not sure of it. They all stated that Thomas cook uses
this tool as to bring long term competitive advantage.
Theme 2 : Yes, social media works as to aware
the customers.
Yes
No
May be
0 5 10 15 20 25
23
4
3
Frequency
Interpretation - - Based on the above report it can be
concluded that social media is one of the effective tool
that helps to aware the customers about the activities
of travel and tourism. In this, there are total number of
the 30 respondents. Thus, 23 respondent said that
social media is effective tool in order to aware the
customers. The 4 respondent said no and other 3 are
not sure of it. In this, it can be said that the social
media is one of the effective tool that will be helpful
in terms to aware the customers so that long term
profitably can be generated. Thus, this will helps the
customers to aware about the services given by
Thomas cook UK.
Theme 3 : Yes, it is helpful in terms to bring
competitive advantage in market.
26
3
1
Yes
No
May be
Interpretation - - From the above chart it can be
concluded that social media is that tool which works
as to bring competitive advantage so that all
operational activities can be conducted in the effective
manner. With help of it, they can able to promote the
better marketing efforts and that helps to bring
competitive advantage in the market. In addition to
this, there are total number of the 30 respondents.
Thus, 26 said yes that its helps to bring competitive
advantage and 3 said no and 1 do not have any
opinion about it.
Research Objectives
 To determine the role of social media on Travel and Tourism.
 To understand impact of social media on Tourism industry.
 To analyse the factors that influence customer decision making.
 To recommend ways, with help of which there is possibility to improve
level of services that can offered due to social media activities.
Research Methodology
Research approach- Deductive
Research philosophies- Interpretivism
Research techniques- Quantitative
Data collection- Both primary and secondary
Sampling- Purposive sampling 30 customers
CONCLUSION
From the above summing up report it can be concluded that social media
plays greater role in terms to attracting the customers. The present report is based
on business activities of Travel and Tourism. In this, interpretative technique has
been used as it helps to provide the broad assumption that based of human nature,
the inductive approach has been taken in order to draw the better conclusion so
that all things can be conducted in better and efficient manner. Lastly, primary
techniques has been adopted so that firsthand information under the qualitative
technique can be done. Thus, survey is need to be taken by the use of sample
random technique.