Impact of Social Media Marketing on UK Tourism Customer Decisions

This research project investigates the impact of social media marketing on customer decision-making within the UK travel and tourism sector, focusing on TUI as a case study. The project begins with an introduction outlining the research background, aims, objectives, research questions, rationale, and significance. A comprehensive literature review examines the trends of social media marketing, factors affecting customer decisions, and the role of marketing on social networks. The research methodology details the qualitative research approach, inductive philosophy, data collection methods (primary through questionnaires and secondary through literature), sampling techniques, data analysis using a thematic approach, and ethical considerations. The project aims to identify trends, assess influencing factors, determine the role of social media marketing in influencing TUI's consumer decisions, and recommend approaches for TUI to influence consumer behavior. The research concludes with recommendations and a conclusion summarizing the findings. References are provided to support the research.

Research Project

Table of Contents
TASK 1............................................................................................................................................3
Research background:.................................................................................................................3
Aim..............................................................................................................................................3
Objectives....................................................................................................................................4
Research Questions:....................................................................................................................4
Research Rationale......................................................................................................................4
Significance.................................................................................................................................4
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................7
TIME LINE......................................................................................................................................8
TASK 2............................................................................................................................................9
TASK 3..........................................................................................................................................11
RECOMMENDATION AND CONCLUSION.............................................................................19
CONCLUSION.........................................................................................................................19
RECOMMENDATION............................................................................................................19
TASK 4..........................................................................................................................................20
REFERENCES..............................................................................................................................21

Research Proposal
TASK 1
Topic: “To investigate the impact of social media marketing on customer decision-making in
the context of UK travel and tourism sector: A study of TUI”.
INTRODUCTION
Research background:
With the beginning of 21st Century the digitization had started to crawl to make its path in
the marketing trends. There has been a digital revolution in the filed of marketing as the old
school practices are now obsolete or less used over the digital marketing. One of the important
Platform in digital marketing is the social media. Information available on various social media
platforms provides the data to consumers about tourist destinations and services provides and list
of the things that excites modern day travellers.
In this research project detailed analysis of impact social media marketing have of the
buying decision of the consumers is travel and tourism sectors will be carries on in context of
TUI. The organization is the largest group in providing the services of leisure, travel and tourism.
In the present era the holidaymakers and technological advances have increased the personalized
take off. The business provides personal services, hand-pick the hotels, make the experience of
the consumers tailor made and provides cruise line services as well (Garrido-Moreno and
Lockett, 2016). This research project will get an insight over the decision-making process of the
consumers of TUI getting influenced and affected by the social media marketing.
In this research project the inclusion are research aims, objective and question. The
rationale and significance of the research topic is presented. A literature review critically
analysing the aspects of research objective and questions. The research methodology presents the
types, approaches, philosophy and the methods of data collection both primary and secondary. In
the past part of the research project data so collected is analysed to research to a set of outcomes.
With this the projects if concludes and recommendations are provided.
Aim
“To analysis the effect social media marketing have on the consumer decision making in context
of Tourism Union International (TUI)”.

Objectives
 To identify the trend of social media marking in travel and tourism sector In UK.
 To assess factors that impact customer decision-making in travel & tourism sector in UK.
 To determine role of marketing on social networks in influencing the buying decision of
TUI's consumer.
 To recommend unique approaches that TUI can use to influence buying behaviour of
consumers.
Research Questions:
1. What are the trend of social media marking in travel and tourism sector In UK
2. What factors impacts buying decision of consumer of in travel & tourism sector in UK?
3. What role does marketing on the social networks plays in influencing the purchasing
decision of TUI consumers?
Research Rationale
The digital technology and social media marking is the key interest ares of the scholar
and this influenced the researcher to select this research topic. For being working in the travel
and tourism sectors for a time of 2 years as part-time job the research have developed an insight
over the influencing powers of the marketing on the social media platform of the consumers and
how it directs their action and decisions (Kolb, 2017). The theme of the research being an
interest area of the researcher influenced the decision to select this research topic and will assist
in completion of this research project effectively and efficiently. The online advertisement on
social media across travel and tourism sector is wide spread in TUI and with this research is
aimed at finding the factors that directly influence the decision of consumer to take the services
from the organization the research have a keen interest in determined the potentiate of social
media marketing directing the decision of TUI customers.
Significance
The present research projects is aims at finding out the effects of social media marketing
over the buying behaviors of the costumers in context of TUI. The TUI is largest organization in
travel and tourism sector. The preset tine being a digital era and a study of one if factors on the
largest travel company of the world, definitely will be helpful to those who are studying the
effect of destination, the research will assist the future scholar as they can refer it to know the
trends and effects. Moreover, This will also aid the writing the research, articles and journals to

the authors and bloggers to determine the current trends and effects of social marketing on the
buying decision of the consumers.
LITERATURE REVIEW
The literature review of this research projects present the trends of social media
marketing in the travel and tourism sectors of UK. With this the factors that impacting the
decision making of consumer in this sector of UK are critically reviewed. The roles marketing
plays on social netbooks in influencing the decision of consumer of TUI is also reviewed. This is
done by presetting the views, opinion and perceptions of different authors on the points outlined
above.
Theme 1: The trend of social media marking in travel and tourism sector In UK
As per the views of the Roque and Raposo (2016) online social sites are the most popular
site on the internet at the present time. The second generation of services which are based on the
web are characterized by consumer generated content. In the new digital ear of the marketing,
little communication is known to be effective. The social media interactions with the tourism
brands affect the consumers thinking and their mind set about various brand in this sector. The
marking on Scotia media influence the desire of the consumers with potential engagement and
collaboration with them. Through the social media markets can gain rich, unmediated consumers'
insight with a facet pace and foster their loyalty through networking.
On the contrary the author Hudson and et.al., (2015) is of the view that social media now
has more influence over the travellers decision-making. More than 50% of the travellers in from
UK, US, Australia and Canada make their decision and travel plans by getting influenced form
the promotions and deals on social media. Many of the travel brands are adapting the marketing
strategies in line with the behaviours of the travellers (Tourism industry statistics for 2018 and
beyond, 2018). Almost 61% of the marketing budget is spent on the digital advertisement
nowadays. 55% of the traveller have a tendency to like at least 1 Facebook page which is related
to trips and planning. 83% of the traveller have mind set to travel with the brands that give more
personalized experiences.
Theme 2: Factors that impact customer decision making in travel & tourism sector in UK
The Khan and Callanan (2017) have an opinion that the decision-making process of the
consumer involves critical thinking of what they want, what they see and what is being offered to
them. One of the key factors that provoke the decision of the traveller is related with getting a

trip to desired destination under an affordable package plan. The brands which offer
personalization services and market them of the social media platforms directly influence the
decision-making of the travellers. In addition to this the decision of the consumers under the
travel and tourism industry is directly linked with what they see as under digital marketing as
present is time of digitization. This means the marketing through attractive and persuading
factors directly effect the decision-making of traveller.
Conversely, Xiang, Magnini, and Fesenmaier (2015) is of the view that Consumer
behaviour is one of the most vulnerable and changing concept areas in tourism. The taste,
preferences, habits are some factors that guides the decision-making of the consumer. The
changes this factors results due to changes in trends and by the promotions that see online on
various platform of social media. The promotions consist about the travel plans and designation
person travel to along with the package deals. A traveller by seeing all this gets influenced to
make a plan to go on holidays as the promotion influence their willing to go on a tour.
Theme 3: The role of marketing on social networks in influencing the buying decision of
TUI's consumer.
According to Garrod and Fyall (2017) social media have changed the fundamental of
communication parameters to their target demographics. With change in time travel and
hospitality sector in particular the rise of the internet and increased popularity of social channels
has altered the travel marketing. On then various social networking sites various tourism brands
highlight exciting package deals which can influence the interest of the travellers. Facebook
pages and group attracts the attention of travel enthusiasts along with creation of online
discussion forums to exchange views about different tourist destinations. Through this online
networking site signifiant information related with travels plans and destination flows from the
tour operators and brands directly to the consumers so that they can make informed decision by
getting persuaded by such promotions and make a decision.
On the contrary Pyke and et.al (2016) is of the view that one need inspiration to plan a
holiday trip and check out the amazing holiday trips and destinations from the ads published on
various platforms of the social media, specially the social networking sites. The online
conversation is made tourism companies through Facebook, twitter and Instagram and provide
overwhelming holiday travel plans. Online travel agencies include a list of popular review sites
having detailed information of hotels, tour packages and travel destinations that are popular

among travellers. Social media offers an opportunity to share travel experiences with near and
dear ones and this directly influence the decision-making process of the TUI consumer to make a
plan to go on holidays.
RESEARCH METHODOLOGY
Research Type: is of two types qualitative and quantitative. The research type selected
for this research project by the researcher is qualitative one. This is chosen with a view of
carrying out a systematic inquiry in to the social phenomenons on the digitization in form of
social media marketing over the decision-making process of the consumer.
Research approach and philosophy: The research approach chosen for this research
project is inductive. This is selected because this approach is the best suitable for conducting
qualitative research. The research philosophy elected is interpretsim philosophy. The rationale
behind this can be explained as this is best for investigation of the data and information collected
under the qualitative research.
Data collection: For this present research project the data is collected from both primary
and secondary source. Under the primary one data is collated thorough the questionnaires which
are filled in by 15 consumers of the TUI (Li, Pearce and Low, 2018) . The secondary data is
collected thorough the books, scholarly articles, journals of the authors and researcher who have
studies the consumers behaviors in context of changing mark ting trends and effect of social
media marketing on their buying decision.
Sampling: the samples for this research have been selected as the 15 of the consumers of
TUI. They are selected through random sample techniques method. Under this non probabilistic
method is selected so that each person from the sample data have full chance of being selected.
Data analysis: of the data and information collected through primary and secondary
sources is carried out through the thematic approach. In the each of the question is converted into
theme and the outcomes are interpreters in tabular and graphical manner.
Ethical considerations: for the presenter research project can be stated that all the
respondents are given complete information about the research and the purpose of this for taking
their consent to fill in questionnaires. They are being defines the use of the research and with
maintaining their privacy and personal information confidential.
Reliability and validity: the reliability of this research can be stated with setting the
authenticity of the data so collocated to reach efficient outcomes. The data so collected is true

bad correct this was taken after establishing a rapport with the respondents and selection of
correct words and building up power relation between the respondents and researcher.
The validity of the research project can be explained as non-presence of bias of
researcher as well as respondents and reactivity of the consumers filling in the questionnaire. All
the three factors of the validity have been completely taken care off.
TIME LINE
Duration: (31st May 2019-30th July 2019)
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Research topic selection 3 days Fri 5/31/19 Tue 6/4/19
Auto
Schedule
d
Developing brief proposal 4 days Wed 6/5/19 Mon 6/10/19 1
Auto
Schedule
d
Secondary data collection
from books, journals and
scholarly articles
4 days Tue 6/11/19 Fri 6/14/19 2
Auto
Schedule
d
Selection of research
methods 2 days Mon 6/17/19 Tue 6/18/19 3
Auto
Schedule
d
Drafting questionnaire
which helps in extracting
suitable information about
the extent to which social
media marketing has an
impact on customer
decision making
5 days Wed 6/19/19 Tue 6/25/19 3,4
Auto
Schedule
d
Primary data collection
via sending questionnaire
to 15 customers of TUI
7 days Wed 6/26/19 Thu 7/4/19 5
Auto
Schedule
d
Arranging dataset in a
structured format 4 days Fri 7/5/19 Wed 7/10/19 6,3
Auto
Schedule
d
Analyzing data set 5 days Thu 7/11/19 Wed 7/17/19 7
Auto
Schedule
d
Concluding findings and
giving recommendations 4 days Thu 7/18/19 Tue 7/23/19 8
Auto
Schedule
d
Doing proper formatting
of report 3 days Wed 7/24/19 Fri 7/26/19 9

Auto
Schedule
d
Taking feedback and
doing modifications 1 days Mon 7/29/19 Tue 7/30/19 10
Auto
Schedule
d
Final submission 1 day Wed 7/30/19 Wed 7/30/19 11
TASK 2
Matching the resource efficiency to the research question

The current trends in the social media marketing is its usage for promotion of the
business. The tourism industry is huge and its have business of multi billion which involves
various activities. The social media has made a huge impact on tourism industry. The consumers
make engagement with the social networking sites to research the trips, make informed decisions
about their travels and share their personal experiences of a particular hotel, restaurateurs or the
airline.
Consumer behaviours is one of the most researched area in the field of tourism. The
decision made by a consumer over buying a thing depends on certain factors which includes
the needs, wants and the satisfaction level they want from the product of service they are willing
to purchase. the decision-making is also influenced by the what hay see from offer and
promotions made to them. In the present time most the use of social media is being made
effectively to offer consumer with the services, travel packages in the budgets they want.
For most of the business owners and marketers social media marketing is of key
importance. Through the marketing on the social media platforms the businesses create the
brand awareness, manage the website traffic and enhance the fan engagement. Through various
studies it have been seen that it is more accurately a channel through which the content is easy
to spread and it have a inherent ability to make people acting a very specific ways that are
positive to the businesses. the studies have shown media affect consumers from different age,
ranges and races. There is lot of variances among demographics on how much the social media
affects consumer behaviour by the use if internet, the types of the dives used and how the
information is being grasped and understood by the consumers.
Undertaking the proposed research investigation in accordance with agreed specification
and procedure
Sample of the questionnaire and interview
The data for the present report is collected through the questionnaire method. This is
considered to be the appropriate method for data collection over the changing behaviour of the
consumers in travel and tourism sector through social media marketing. This method have
allowed the researcher to review the information collected through questionnaires. The
responses have enabled the researcher to improve the data contradictions. The responses are
taken from 15 of the consumers of TUI and the target population was the total consumers of the
TUI. The respondents are selected as consumers as they the one who avails the services of TUI

and they can exactly tell the to what extent social media marketing have affected their decision
making process.
Response taking designation
The researcher have personally contacted each of the respondent who are consumer of the
TUI. The respondent are given the information about the purpose of the filling in questionnaire
and the final use of the information. All the participant were asked for their convenient time to
fill in the questionnaire and for which all of the 15 consumer agreed to give responses on the
spot. All of the 15 consumers took 5-15 minutes to fill i the questionnaire.
Validity
Validity of the questionnaire is set out by settings one sample questionnaire and taking
responses form consumer on what that thought about the questionnaire and about the framework
of the questionnaire.
Strategy for filling in Questionnaire:
The questionnaire is being presented to the respondent, and they are given full and
correct information over the use of information being taken. After taking their consent the
questionnaire is being presented to them to give response to all 6 question.

TASK 3
Research evaluation technique: For the current research project summative research
evaluation techniques is followed. The reason behind selection of this particular techniques is
that the analysis of data has occurred at the end of the project. First the data has been collected
from both primary and secondary sources and then the same is recorded and finally evaluated.
The evaluation is effective for the research project as it evaluate the whole data and makes
suggestion to improvise the issues raised in research question.
Recording and collecting the relevant data
Questionnaire:
Question 1: Do you plan a vacation by seeing an advertisement on Facebook or
Instagram.
A. Agree
B. Strongly Agree
C. Neither agree nor disagree
D. Disagree
E. Strongly disagree
Question 2: Have you gone to a instant vacation by seeing a huge discount on a travel
package n a social media platform.
A. Yes
B. No
Question 3: Have you ever travelled by being attracted towards the various plans
offered by TUI through e-mail, on Facebook, instagram and other social media platform.
A. Agree
B. Strongly Agree
C. Neither agree nor disagree
D. Disagree
E. Strongly disagree
Question 4: Based on your trips in last 3 years, how many were of them were influenced
by media.
A. 1