Evaluating Social Media Impact on Travel and Tourism: Thomas Cook

This research report investigates the impact of social media platforms on consumer decision-making within the travel and tourism industry, focusing on Thomas Cook as a case study. The report begins with a table of contents and outlines the research methodology, including matching resources to the research question, undertaking the investigation, and data collection methods. Primary and secondary data collection methods, including questionnaires and analysis of existing literature, are employed. The study analyzes the collected data, interprets the results, and discusses the implications of social media on consumer behavior, including the impact of advertisements and the importance of understanding consumer choices. Findings reveal that social media is crucial for business awareness and influences consumer mindsets. The report concludes with recommendations for effectively implementing social media strategies within the travel and tourism sector, emphasizing the need to consider consumer perceptions and adapt to changing trends. The research utilizes both formative and summative assessment techniques to evaluate the study's effectiveness.

Research Project

Table of Contents
TITLE .............................................................................................................................................3
TASK 2............................................................................................................................................3
2.1 Match resources efficiently to the research question or hypothesis.................................3
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures........................................................................................................................4
2.3 Record and collate relevant data where appropriate.........................................................5
TASK 3 ...........................................................................................................................................8
3.1 Use of appropriate research evaluation technique for study............................................8
3.2 Analysis and interpret results for determining original specifications. ...........................8
3.3 Make recommendation and further area for consideration............................................16
TASK 4 .........................................................................................................................................18
COVERED IN POSTER......................................................................................................18
REFERENCES .............................................................................................................................19

TITLE
To evaluate the impact laid by social media platform on consumer decision making in a
travel and tourism enterprise: A case study of Thomas Cook.”
TASK 2
2.1 Match resources efficiently to the research question or hypothesis.
In present context, researcher has developed a range of questions based on prepared
objectives for the chosen topic that will help up in matching the different resources that can be
utilised by investigator much more effectively it is required for an individual to focus on
different aspects like matching the resources so that questions that has been aroused by
researcher directly pull out favourable outcomes in set time frame (Ahmad, Musa, 2016). Failure
into this, can lead researcher to to pull out less favourable outcomes that could if directly impact
upon overall investigation done (Kumar, 2019). In present context, there are a range of questions
that are being developed by research analyst which will help identifying the impact and usage of
social media tools for a business organisation like Thomas Cook (Kumar and Pansari, 2016).
under this, research methodology can be considered as one of the crucial most method that can
be utilised by researcher while conducting and considering different range of resources that are
matching with the developed questions. Some of research questions are presented underneath:
Research questions:
 How social media tools can be utilised within travel and tourism sector ?
 What are the effectiveness of social media tools and technologies used by Thomas Cook
on consumer decision making ?
 What are the advantages and disadvantages of social media tools that are used ?
 What are the recommendations that can be given for effective implementation of social
media platform within Travel and tourism enterprise , Thomas Cook for consumer
decision making ?
In order to select the best resources for conducting an investigation to evaluate the impact
of social media tools on travel and tourism business sector research design can be considered as
one of the best source that can be utilised (Anitha, 2016). It is being found that, basically
investigator takes Research design into consideration when it comes to develop a framework or a
blueprint in order to conduct the investigation in a rightful manner (Laudon, 2016). Basically,
3

Research design delivers all the important information in regards to the procedure that is required
to be followed while conducting the investigation on the chosen topic. This design basically
gives a proper structure that is linked a particular problem within the selected topic. A research
design mainly considered as the arrangement of the conditions for collection as well as analysis
of data in such way that mainly aims to combine relevance the research purpose. Research design
includes over all systematic set of strategy that a researcher uses to integrate various elements of
research studies issues. Research type is of different types that includes descriptive research,
exploratory research etc (Ledford and Gast, 2018).
In present context, researcher has chosen descriptive Research design as it is common
and is directly connected to the qualitative research type (Berger, 2015). This sort of design
basically e shows proper usage of questionnaire, personal interviews and observations. In other
words, descriptive investigation consists with an in-depth research because this delivers all the
information in regards to the chosen respondents (Lovelock and Patterson, 2015). On the other
side, exploratory research basically II used by investigative when it comes to focus upon
different range of hypothesis that are being developed within the investigation and these stays
connected directly with the current relation that all the variables whether they are dependent or
independent (Parker, Van Alstyne, 2016). While conducting the investigation on social media
tools and its impact upon consumer decision making process, researcher has used descriptive
Research design because it was directly connected with the developed questions (Mackey and
Gass, 2015).
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures.
It mainly includes with systematic procedure of collecting data and information along
with its measurement on the basis of the set of variables. In this research study, researcher has
uses various methods of collecting both accurate as well as accurate data for conducting the
research in well planned manner (Brannen, 2017). In this two methods of data collection is used
that is primary and secondary. Research uses quantitative data to get opinions from more people.
Under this, data is measures in terms of quality or numeric terms (Bowie, Buttle, Brookes, 2016).
In addition to conduct the whole research, an investigator uses qualitative method of research to
collect information with the help of questionnaire Generally in primary data collection all the
data and information is collected by using several methods that mainly involves as questionnaire,
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direct observations as well as interview (Saeidi, 2015). Other source of data collection that is
used in this research is secondary data that includes all those information that is published in
journals, books, magazines and newspapers. In this research study, researcher as used both the
methods of data collection that mainly includes primary data by conducting appropriate
questionnaire that was responded by 20 respondents as staff members (Bresler and Stake, 2017).
Along with this secondary data is used in this research in which newspapers and journals are
mainly used by the researcher. In this research study, random sampling method is adopted by the
researcher (Silverman, 2016). Random sampling method is the process of selecting a sample
allows individual in the defined population to have an equal chance of being selected for the
sample (Dwivedi, Kapoor and Chen, 2015).
2.3 Record and collate relevant data where appropriate.
Questionnaire
Name:
Age:
Gender:
Email:
Address:
Q1) Are you aware, how social media tools can help a business organisation ?
Yes
No
Q2) Do you agree if, consumers mind set changes after looking at an advertisement on social
media?
Agree
Disagree
Q3) Is it important for Thomas Cook to understand the consumer’s choices in today's uncertain
business environment ?
Yes
No
Q4) Do you think if, social media is much more beneficial for Thomas Cook?
Yes
5

No
May be
Q5) For Thomas Cook, which is being considered as the best social media tool that can help in
analysing the consumer's buying behaviour ?
Facebook
Instagram
Twitter
Q6) as per your thoughts, how social media can impact upon decision making of consumers
within the travel and tourism sector ?
positively
Negatively
Q7) While developing a promotional act for social media, is it necessary for Thomas Cook to
consider different perceptions of customers while posting it ?
maybe yes
Maybe no
do not know about it.
Q8) what are the major factors that impacts upon consumer decision making towards services
offered by Thomas Cook?
Technological change
Change in trends
Q9) Why Thomas Cook thought of taking into consideration of social media tools
rising competition
to improve the customer base
Force Growth
Q10) Provide recommendations, if any ?
Questioners
Q1) Are you aware, how social media tools can help a business organisation ? Frequency
Yes 18
No 2
6

Q2) Do you agree if, consumers mind set changes after looking at an
advertisement on social media?
Frequency
Agree 15
Disagree 5
Q3) Is it important for Thomas Cook to understand the consumer’s choices in
today's uncertain business environment ?
Frequency
Yes 13
No 7
Q4) Do you think if, social media is much more beneficial for Thomas Cook? Frequency
Yes 10
No 2
May be 8
Q5) For Thomas Cook, which is being considered as the best social media tool
that can help in analysing the consumer's buying behaviour ?
Frequency
Facebook 12
Instagram 6
Twitter 2
Q6) as per your thoughts, how social media can impact upon decision making
of consumers within the travel and tourism sector ?
Frequency
positively 16
Negatively 4
Q7) While developing a promotional act for social media, is it necessary for
Thomas Cook to consider different perceptions of customers while posting it ?
Frequency
maybe yes 10
Maybe no 5
do not know about it. 5
7

Q8) what are the major factors that impacts upon consumer decision making
towards services offered by Thomas Cook?
Frequency
Technological change 10
Change in trends 10
Q9) Why Thomas Cook thought of taking into consideration of social media
tools
Frequency
rising competition 8
to improve the customer base 10
Force Growth 2
Q10) Provide recommendations, if any ?
TASK 3
3.1 Use of appropriate research evaluation technique for study.
If it is talked about essential assessment tools that can be utilised by researcher then and
there are a range of approaches available (Fletcher, 2017). Mainly there are two types of
assessment tools that can be utilised by investigator when it comes to perform the qualitative
research on a particular topic. In present context, investigator has chosen the topic that is to
analyse the impact of social media tools upon consumer decision making or their choices within
the travel and tourism sector (Flick, 2015). With the help of this, research analyst good
effectively allowed favourable outcomes in specified time frame and these methods are the
assessment tools are given underneath:
Formative Assessment: this is being considered as one of the most essential tool that
consists with the data which has already been identified by the investigator (Haider, Rasli,
Akhtar, 2015). It may also include both formal along with the informal assessment procedures
which researcher has taken into consideration. This totally depends on the topic which has been
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chosen by researcher. Considering this tool, better opportunities linked with the outcomes can
easily be pulled out (Irwin and Springgay, 2017).
Summative Assessment: another crucial method that is summative assessment could help
researcher in examining the overall learnings that has been taken into consideration of a
particular subject or unit. Basically, comparison is being done among both chosen subject and
specified criterion that the tutor has given is being followed under this type of assessment.
In present context, research has chosen formative assessment technique in order to to study about
the topic which has been chosen and that is impact of social media tools on consumer decision
making within the travel and tourism sector (Jin, Zhong and Zhai, 2015).
3.2 Analysis and interpret results for determining original specifications.
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Theme 1: Social media tools can help a business organisation
Q1) Are you aware, how social media tools can help a business organisation ? Frequency
Yes 18
No 2
Interpretation: Social media is an essential factor that is used for promoting and
advertising various products and services of the company. This is a very important element that
can help in marketing of products in an effective manner. A social media is an important factor
or element used for circulating data and information about product or service in an effective
manner. It is easy for a company to promote services through using videos and pictures that will
attract a lot of customers. A business can effectively promote products by using social media
such as Instagram, Facebook, Twitter, LinkedIn, etc. From the above diagram, it is analysed that
out of 20 respondents, there are 18 respondents who knows that social media is helpful in
increasing the business awareness. The remaining 2 respondents think that they do not have any
relevant knowledge about social media and business organisation.
Theme 2: Consumers mind set changes after looking at an advertisement on social media
Q2) Do you agree if, consumers mind set changes after looking at an
advertisement on social media?
Frequency
Agree 15
10
18
2
Yes
No

Disagree 5
Interpretation: A consumer mind set is involved in exploring ways in which customers
view services, products and experiences. The mindset of consumer depends upon mind genomics
and cognitive economics. A consumer mindset is an essential factor for a company to promote
the products and services in an effective manner. Social media is used by each and every person
nowadays and so it can be beneficial for the company to advertise the products on social media
sites. From the above diagram it can be concluded that out of 20 respondents, there are 15
respondents that think that consumer mind set can be changed by using social media and on the
other hand, the remaining 5 employees think that customer mind is not affected by social media.
There is no link between social media and consumer preference according to these people.
Theme 3: Importance for Thomas Cook to understand the consumer’s choices in today's
uncertain business environment
Q3) Is it important for Thomas Cook to understand the consumer’s choices in
today's uncertain business environment ?
Frequency
Yes 13
11
15
5
Agree
Disagree

No 7
Interpretation: It is concluded from the above diagram that it is important for Thomas
Cook to understand the choices of customer in today's uncertain business environment. From the
above diagram it is said that out of 20 respondents, there are 13 respondents who think that it is
important for Thomas Cook to understand the needs and demands of customers in the present
situation where business environment keeps on changing. The remaining 7 respondents think that
need and perception of customer is not easy to easy to understand. The demands and needs of
customer keeps on changing and it is not important for the companies to analyse all demands and
needs of customers.
Theme 4: Social media is much more beneficial for Thomas Cook
Q4) Do you think if, social media is much more beneficial for Thomas Cook? Frequency
Yes 10
No 2
May be 8
12
13
7
Yes
No