Social Media Impact on Travel & Tourism: Thomas Cook Enterprise UK

This research project examines the significant influence of social media on the travel and tourism industry, with a specific focus on Thomas Cook, a UK-based enterprise. The project outlines the research process, including the formulation of research questions, literature review, data analysis, and the development of recommendations. The study investigates how social media platforms impact customer decision-making, marketing strategies, and the overall operations of travel businesses. The methodology includes an interpretivism research philosophy, an inductive research approach, and an exploratory research design. Data collection involves primary data gathered through questionnaires, and the findings are analyzed using thematic data analysis. The project explores the importance of social media in providing information, the impact on customer behavior, and factors influencing travel choices, ultimately aiming to provide insights for improving services and marketing effectiveness in the travel and tourism sector.

RESEARCH
PROJECT

Table of Contents
Topic- The influence of social media on Travel and Tourism. A case study on Thomas cook
enterprise UK...................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulation and record possible research project outline specification...............................1
1.2 Identification on factor that contribute to process of research project selection...................2
1.3 Undertaking of critical review of references.........................................................................2
1.4 Produce the effective research project specification.............................................................4
1.5 Description on provide appropriate plan and procedures for agreed research specification.
.....................................................................................................................................................5
TASK 2............................................................................................................................................6
2.1 Matching resources efficient to the research questions and hypothesis................................6
2.2 Undertaking of proposed research investigation in accordance with agreed specification
and procedures............................................................................................................................6
2.3 Record and collate relevant data at where its appropriate...................................................10
TASK 3..........................................................................................................................................14
3.1 Which type of evaluation technique is more appropriate for research? Why?...................14
3.2 Interpretations and analysis of the result in terns to agreed research specification............14
3.3 Recommendations...............................................................................................................23
TASK 4..........................................................................................................................................24
4.1 Use of agreed format and appropriate media to present outcome to research audience.....24
Covered in poster......................................................................................................................24
CONCLUSION........................................................................................................................24
REFERENCES..............................................................................................................................25

Topic- The influence of social media on Travel and Tourism. A case study on
Thomas cook enterprise UK.
INTRODUCTION
The Travel and Tourism is one of the biggest and fastest growing industries in UK. Thus,
tourism supports the industry development and delivery of the guest experience. Hence, social
media plays the crucial role in order to have significant impact on the working of the enterprise.
Therefore, tourism industry is classified into the various categorises as are accommodation,
adventure, recreation, attraction, events, food and beverage, tourism service, transportation and
conferences (Narangajavana Kaosiri and et.al., 2017.).
The present report is based on the business activities of Travel and Tourism of Thomas cook,
UK. In this, the impact of social media and how its influence to customer must be determined.
This kind of the activities leads to have great impact on the working of the enterprise. Thus,
literature review, data analysis and all things are needed to be conducted in terms to analyse the
impact of social media on Travel and Tourism.
TASK 1
1.1 Formulation and record possible research project outline specification.
The present report is based on the business activities of the Thomas cook UK. In this
assignment impact of social media on travel and tourism is must be determined. It is one of the
specific tools as it is helpful in terms to bring systematic business operations. With help of it,
there can be facility to transfer and share the information to the public and to aware about the
services in market ( Edwards and et,al., 2017). Thus, destination marketing organisation provides
consumers with desirable and attractive images of the places with the help of communication.
Therefore, social media has provided the tourism industry new tools to facilitates effective and
two way of communication process. In this, there is need to bring systematic operations so that
all things can be conducted in better and efficient mode.
Aim-
The influence of social media on Travel and Tourism. A case study on Thomas cook
enterprise UK.
Objectives
1

 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.
1.2 Identification on factor that contribute to process of research project selection.
This present research is been undertaken to identify use of technology has improved the
living standards of people and society and what are the changes in their needs. Besides this,
another factor that is considered is to identify why people use social media platforms such as
Facebook, Instagram, etc. before travelling and how it helps them. Moreover, how technology
has influenced perception of youngsters, adults, old age people, etc. within tourism sector (Hur
and et.al., 2017).
1.3 Undertaking of critical review of references.
Theme 1: Importance of social media in Travel and Tourism sector
Social media play its important role in travel and tourism sector activities. Their role is to
provide information to customers and organisations through social media websites, online
services like Facebook, Instagram, WhatsApp, etc. it makes business more successful in tourism
areas. Thomas cook enterprise is a British travel and tourism organisation that provide their best
services to people in affordable prices. As per the views of Amboage and Juanatey-Boga (2015),
expressed that digitalization have transformed the way of marketing. It has shifted the focus of
companies engaged in tourism sector to implement digital marketing. It has resulted in
generating vast opportunities for growth as organization is able to attract large number of
people. It helps in connecting people with company through promotion. Businesses has focused
on marketing their products in digital way. It is done by using various social media platforms.
Through social media, Thomas cook industry promote their business activity to attract
people towards it. This tool creates attractive image of organisation on online website within
included general information about its activity or functions like hospitality operations
management etc. it will attract customers more than other companies. Social media is wide
platform that consists of different types of applications and social site. By using it, people
communicate with each other, Kumar and Mishra (2015). In present time social media play its
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outstanding role, it provides all in data related with topics. Organisation also used this system to
understand the latest trend in society that help in arranging its hospitality or other services
according to it.
Social media improved business conditions more than any other industry have in
marketplace within same services and products (Yoo and Gretzel, 2017). It gives details of
competitors and their facilitates that they are supplying to people. Social media raise the
competition in business world. The advantage of this tool is that it can increase the growth of
enterprise. It changed the whole structure of travel and tourism industry. Customers engage with
social media networking web sites to search trips, package offers and best hospitality service
hotel, then make decision according to providable details about travels and shared its personal
experiences of restaurant, hotel etc. with people whom they are stay connected with them on
social media sites.
Theme 2: Understanding the impact of social media on travel and tourism
It made a huge effect on travel and tourism industry. People connect with social
networking sites to know the details about trips. It impacts on business and personal levels. On
the bases of finding of Inversini, and Masiero (2014), that can say that 50 million visitors in a
month are active for researching information about travel and tourism industry and its services.
Customers used online websites for knowing reviews of other people in specific company
products and services like Thomas cook enterprise. According to Munar (2014), 200 million
opinions and reviews posted and 800 million users are active on Facebook for posting sharing
and updating pictures on trip Adviser.
Said by Chung, N. and Koo (2015), 40% of U.S customers turn to social media for
finding best trip idea. People plan their holidays trips through online booking that is very
comfortable for them without wasting time in standing with a lot of peoples in Que. 42 % clients
used their mobile phones while they are traveling to post its pictures and videos on Instagram or
other media platform. In a year 57.5 billion adults used smartphones to book their trips. Social
media build excitement in customers mind that make them stay connected at anywhere with it.
Huge impact of this tool on travel and tourism activities increase its business in worldwide areas.
This is the fastest way to communicate with other people in society and take their advice about
organization packages of traveling.
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Twitter is the best site that provide all the info and reviews of customers who already
visit those websites and used at the time where they are plan for traveling with friends and
family. Kiráľová and Pavlíčeka (2015) It is not necessary know for individual person to interact
with other one to understand the present situation of chosen destination, they can view details of
place where they want to visit. Social media is going more and more effective for the whole
world. Researching make people and organization more creative and innovative during travel
adventures. It makes process easier to take decision.
Theme 3: Analysing the analyse the factors that influence customer decision making.
Social networking activity influenced on customers decision-making. People's post their
comment, like dislikes, images of destination, review about their personal experience on social
media websites like Facebook, twitter etc. all these activities influence client decision. It impacts
on both sides negative and positive way. Decision making activity means to cognitions happen
inside mind of customers, that include behaviour and thoughts, judgement of quality Goodrich
(2014). Some people comment on twitter or other social web sites negatively that impact on
other customers thoughts. It will affect business progress and growth. They get changes their
decision after viewing this type of comments. It will change their mind and take another option.
On the other sides positive review impact positively on people decision-making about using
travel and tourism services of Thomas cook enterprise. It attracts more customers towards their
business, that increase its productivity and make them successful in marketplace against to its
competitors.
Customers review about organisation service is very important for enterprise because
they can decide changes in structure which are required in people needs. The aim of social
networking process is to build good image of industry in mind of society. Individual or group
persons used online websites more and more in their life's for making their decisions easier than
now. People shared their daily activity while using many other social sites or mobile
applications.
1.4 Produce the effective research project specification.
The effective research can be conducted with the help of this following research methods
and it has been defined in the below presented manner as-
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 Research philosophy- This defined the belief about the way in which data can be
collected and how the information is to be gathered, used and analysed. In order to carry
out the present research, researcher will have the use of interpretivism technique.
 Research approach- The term research approach can be divide into plan and procedure
and it also consists of broad assumption to detailed method of data collection and
interpretation (Yoo and Gretzel, 2017). It is based on the nature and problem being
addressed. In this present research, the researcher will have the use of inductive research
technique.
 Research design- This one of the systematic approach and it also defined the framework
of methods and techniques chosen by researcher in term to determine the different
components of the study. In this, the researcher will have the use of exploratory research
design.
 Data analysis- It is the process that is helpful in terms to interpreting data and producing
precise outcomes. In order to analyze and evaluate data thematic data analysis technique
will be used by scholar.
 Data collection- This is process that is useful in terms to gather and collect the
information in the systematic mode. There are variety of the sources and that will be
helpful in terms to determine the positive impact of the research. In this research report,
the research will gather primary data through questionnaire.
1.5 Description on provide appropriate plan and procedures for agreed research specification.
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Activities / weeks 1 2 3 4 5 6 7 8 9 10 11 12
Topic
Aims & Objectives
Literature review
Research methodologies
Data analysis
conclusion
Recommendation
TASK 2
2.1 Matching resources efficient to the research questions and hypothesis.
The matching of the resources with the research hypothesis and objectives will help in
ensuring the study and it has been conducted with compliance to the ethical standards. In this, the
researcher need to comply with the ethical standards. The present research is based on
determining the impact of social media on travel and tourism. The work that is given in the
present context is inclusive of the fresh content and it is conducting on the research objectives in
terms to outlines the research objectives in the proper manner. In addition to this, it can be said
that all the information must be collected in order to ensure ethical compliance of the research.
2.2 Undertaking of proposed research investigation in accordance with agreed specification and
procedures.
This is process that is useful in terms to collect the information and data for the purpose
of making the effective decision. With help of it, there can be depth collection about the research
and better and appropriate methods of research can be selected. In this, the research methods are
defined in the below presented manner as are-
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Research philosophy- The term research philosophy is way with help of which data of the study
can be gathered, analysed and to be used. Thus, it is one of the essential component of the
research methodology. This is very helpful in terms to developing the knowledge so that better
understanding with the various assumption can be made. The research philosophies may be of
various types as are positivism, realism, interpretivism and subjectivism. On the other hand, the
positivism philosophy will be helpful in order to generalise the things in the effective manner.
Thus, interpretisvism philosophy will aids in terms to interprets the human behaviour so that
better things can be taken. In addition to this, the research will carry out interpretative technique.
Research approach- In order to conduct study in appropriate and systematic way research
approach provides a framework to carry out activities. There are three approaches used such as
deductive, inductive and abductive approaches. The theories and concepts are generated in
inductive and aims and objectives are accomplished but with no hypothesis (Chung and Han,
2017). In deductive numeric information is used to obtain outcomes and assumptions are made
on basis of it. In abductive, statistical data is evolved to show overall process. In present
researcher will inductive approach. This will help in generating theories about consumer
behaviour.
Research design- It include an overall plan in which step by step methods are described. This
enables researcher in conducting study in systematic and appropriate way. Usually, there are two
common research design that is exploratory and conclusive. In exploratory scholar aims to gather
more data related to topic. Here, more knowledge and information is gained. Whereas in
conclusive researcher aims to find conclusion of the study. For present research, exploratory
design will be used.
Data collection- It is very important for scholar to collect relevant and precise data and
information as overall research results are based on it. Data collection is process of gathering
data from various sources. Generally, there are two types of methods available to gather data that
are primary and secondary. In primary fresh data is gathered by using different tools like survey,
interview, etc. Each tool differs from one another. On other hand, in secondary data is gathered
from previous research papers, articles, etc. The data is based on themes. In present study,
primary data will be collected through questionnaire.
7

Data analysis- It is an essential element in study to be determined. Data analysis refers to
technique or method used to interpret and analyse data to obtain effective results. Researcher
must properly identify technique which will be used in evaluating data. There are different tools
and techniques available. In current study, researcher will use thematic data analysis technique to
interpret data and obtain accurate information.
Sampling- In this the researcher divided population in various categories on basis of factors such
as gender, age, region, etc. this is done because it helps in targeting right people for study.
Sampling is a process of filtering population to conduct study on people. It helps in collecting
precise and accurate data and information. There are various sampling methods like random,
stratified, cluster, etc. (Amboage, Juanatey-Boga and Martínez-Fernández, 2015). Here, random
sampling method will be used. The sample size will be 30 respondents.
Ethical consideration- There are some ethics which must be followed by the researcher.
Various rules and regulations are formed to conduct research in an ethical manner. Thus,
researcher will follow some rules. First of all, the consent of people who are involved in study
will be taken. Also, dignity of individual will be maintained and they are treated respectfully.
Alongside it, data collected and results obtained will be protected and secured. They will not be
shared with any other business or person. The confidentiality of individuals is maintained.
Questionnaire
1. Do Thomas cook uses the social media in its business activities.
Yes
No
May be
2. Does social media helps to aware the customer about the product and services.
Yes
No
May be
3. Is social media helps to bring competitive advantage to travel and tourism.
Yes
No
May be
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4. Do social media helps to influence the decision making of the customers.
Yes
No
May be
5. what are the beneficial aspect of using social media as tool ?
Attracts the customers with image
Effective marketing of services
Awareness to customers
Cost effective
6. By doing data analysis on data and information collected from social media company is able
to identify needs of customers?
Yes
No
May be
7. Has social media benefited in creating awareness about new services and schemes?
Yes
No
May be
8. Do you think social media helps to bring profitability and productivity?
Yes
No
May be
9. Does use of social media is cost effective process.
Yes
No
May be
10. Do You think social media helps to attract the visitors.
Yes
No
May be
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2.3 Record and collate relevant data at where its appropriate.
Theme 1: Yes, Thomas cook uses the social media approach in its business activities.
Do Thomas cook uses the social
media in its business activities. Frequency %
Yes 25 83.33%
No 3 10.00%
May be 2 6.67%
Total 30 100.00%
Theme 2: Yes, social media works as to aware the customers.
2. Does social media helps to
aware the customer about the
product and services. Frequency %
Yes 23 76.67%
No 4 13.33%
May be 3 10.00%
Total 30 100.00%
Theme 3: Yes, it is helpful in terms to bring competitive advantage in market.
3. Is social media helps to bring
competitive advantage to travel
and tourism. Frequency %
Yes 26 86.67%
No 3 10.00%
May be 1 3.33%
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