Social Media Impact on Tourist Choices: A Dissertation on TUI's Role

This dissertation explores the impact of social media on tourism destination selection, using TUI as a case study. It examines the benefits of social media in tourism, identifies its main role in destination selection, and determines the different social media platforms used by visitors. The literature review analyzes various authors' viewpoints, emphasizing social media's role in marketing, customer engagement, and brand awareness. TUI's strategies, including social listening, customer service, and content creation, are analyzed to demonstrate how the company leverages social media to understand customer preferences and enhance its visibility. The dissertation highlights the importance of social media in the tourism industry, especially during global events like the COVID-19 pandemic, and concludes with insights into future customer requirements and the evolving role of social media in shaping travel decisions.

Dissertation & PHD
Thesis

Abstract:
The use of internet and other communication technologies has led to development of a new era in
the tourism economy. Social media is one of the most powerful online networking tools that are
integrated in different economic and social life in the changing contemporary environment. The
present report is based on analysing the prospects of social media and its benefits. It is find out
that main role of social media place is helping tourist and travellers in deciding the particular
destination. Further it is also very helpful in understanding the view points of travellers so that
various campaigns and packages are made as per changing customer preferences. This report
clearly signifies that social media platform is very crucial in understanding the present and future
customer requirements. There is proper communication and interactive channels at a build-up to
exchange the information with respect to changing customer needs.

Contents
Research Aims and Objectives....................................................................................................3
Research methodology...................................................................................................................10
Discussion (Quantitative research):...............................................................................................16
REFERENCES..............................................................................................................................26

INTRODUCTION
Tourist destinations are the place of interest where travellers are willing to visit, enjoy
and have some recreational activities, in the changing environment it has become extremely
crucial for every tourism industry to modify themes with the changing requirements of external
environment. For this purpose Present report is based on TUI. TUI is a German multinational
tourism and travel brand that is having its headquarters located in Hanover German (Gretzel and
Yoo, 2017). It is the largest travel, tourism and leisure brand across different parts of the world.
They are having ownership if major five European airlines that is the largest holiday fleet in
Europe and also various other tour operators that are based in Europe. Present research report is
based on making analysis of the way the social media marketing aspects have contributed
towards the functioning of this tourism brand.
Research Aims and Objectives
Aims:
“To determine role of the social media on tourist destination selection”. A study on TUI.
Research Objectives:
 To understand the benefits of social media in context to tourism.
 To determine the main role of the social media on tourist destination selection.
 To identify the different social media platforms visitors can be used regarding destination
selection.
Research question
 What are the benefits of social media in tourism sector?
 What is the main role of social media on tourism destination selection?
 What are the different social media platform that can be used by visitors in selecting
destination?

Literature review:
Literature review is based on analysing the view points of various authors, journal articles
based on the laid objective and questions of the report. Presently there is analysis of secondary
sources of information that are available for the purpose of evaluating it and reaching to relevant
recommendations & conclusion for the organisation.
The benefits of social media in context to tourism
As per view points of Gizem Tas (2020), Social media has changed the overall aspect of lives of
people. Such development has significantly affected the business organisations by enabling new
marketing strategies. Tourism sector is one of the most vibrant sectors that are part of the global
economy. There are different social media marketing strategies that can help in leading towards
excellent results. social media impact on the tourism can be observed by the way people are
reaching before going on a trip, people are encouraged to share their overall travel experiences,
social media has transformed the way people are making decisions, the tourism marketing and
social media has lead to generation of excellent results for the business (Han and et.al., 2018).
For this purpose there is collection of information that is related with essentials of tourism sector.
It helped in determination of role in a more effective and better manner. The overall concept of
social media practise is described as a feeling, perfection and further reaction of an intellectual
entity based ion generation of a mediated communication environment. It is related with an
emotional sense of belongingness that organisations are willing to create with their target
customer base. The changing times has resulted into establishment of positive effective presence
on social media for the purpose of indirect affecting the overall user’s experiences.
Social media has lead to generation of improved customer regulations. When people are not
satisfied with a particular service then they can look for measures that can lead towards better
reputation of organisation. Social sharing can be one of the most significant factors that can
affect the tourism sector. It enables the young generation to share the significant memories from
the target segment of audiences. Social sharing can assist the ways in the process of attracting
new travellers by encouraging people to share their real life experiences through online
mediums. Further with the changing times organisations are also working towards generation of
possible benefits from social media strategies. Such as there is creation of content by engaging of
customers. Tourism industry is related with being aware of all the possible benefits of social

Media for the business that can lead to high mount of brand awareness (The Role of Social Media
in Tourism Marketing, 2020).
User generated content is one of the best strategies in order to engage the business. Influencer
marketing is also an aspect of social media marketing that can help in influencing the experts so
that can help in specification of the target location and get in touch with various experts and
tourism influencers.
Another benefit of tourism marketing is associated with being familiar with the role of social
media marketing. In this process there is enhancement in the visibility by actively contacting
with the target customer base by listening to them and further answering their questions and
doubts. Offering customer services through online mode is one such aspect that is one of the
most effective ways of making the voice heard for the target base,. Tourism industry is seasonal
and extensive that is relevant when it comes with the timing aspect. Digital marketing agencies
can assist various tourism organisations like TUI for the purpose of having up to date campaigns
for the purpose of advertising the newest services. With the development of various social media
applications like twitter, facebook and instagram the social media marketing has become a leader
in the tourism industry (Carlson and et.al., , 2019). Facebook is an excellent platform that can
assist in the process of attracting various social media users. Further facebook recommendation
enables various users to share their experiences. It can help in effectively to reach information as
part of the travelling business. Twitter is another one such social media application that is
related with having effective tourism marketing strategy.
It can be said that the generation of various social media applications have transformed the ways
to rebuild a brand. In case of tourism industry with the changes taking place in billboards and
brochures the key to various business successes is to collect all the social shares, positive user
reviews and enhance the process of customer satisfaction on such social media sites. It can be
thus said that social media has generated a big opportunity for tourism companies. Further digital
agency network that can help in suitable agency for tourism marketing.
The main role of the social media on tourist destination selection
The changing times has resulted into importance of tourism destinations to have a good
visual presence. Social media has become more advance and is offering large number of options
to visualise a destination for people even before they are leaving to a particular place. It can be
worth consideration that the overall choice of destinations is having a profound influence on

social media presence of much business. Social media has resulted into social networking which
has become more valuable marketing tool for organizations that are functioning under such
industry.
As per recent statistics there are approximate 2.01 billion monthly active facebook users
that are active in June 2017. it is one such social media platform that is offering a different
tourist experiences and destination choices to customers. Apart from this other social media
application includes snap-chat, twitter, Instagram, trip advisor that is offering users to share their
positive or negative experiences on such public platforms. It is very effective in the process of
providing a overall insights to the prospective customers. Many destination boards have change
the way information is shared across such platforms (Zengand Wang, 2019). TUI is UK leading
travel brand that is serving customers every year one marking holidays, crises, fights across
world. The presence of TRUI on social media platforms is developing a essential connection
between the customers and brands. It has assisted in the process of increasing the overall
engagement process with the customers; it has also lead to reaching of new audiences, prioritizes
the engagement and promotes the process of new offerings (Customer support and content
solutions 2020).
As per view points of Nicola smith who is the senior social media marketing manager in
TUI in its branches of UK and Ireland, there is focus on building up of confidence by TUI to be
more transparent as possible so that there can be wider understand of the view points of people
based on their sentiment and key themes that can inform the part of the content. Social media has
become a prime destination for the customer services TUI uses sprout social to ensure that
written Facebook and Instagram bases are properly covered. In the present scenario of global
pandemic also there are many customer queries that are arsing at the unprecedented scale. It has
enabled the teams to start running as quickly as possible, for this TUI has developed a sprout
customer support to the team as and when it is required. Further there is focus on creation of
stronger support system for customers in the midst of global travel disruptions. With the start of
new decade TUI team has disrupted the global industry (Taylor, 2020). In February 2020 TUI
has received approx 53,900 messages across TUI UK and it has been amongst the first choice of
social channels. With the end of March as further the pandemic spread it lead to 269 percent that
s more than 198,000 messages. With the increasing of call volumes many customer agents have
moved to answer the inbound calls from 61 people across TUI volunteered to assistance. With

the hitting of global pandemic that is COVID 19 the focus of overall Marketing department in
TUI have satisfied towards more use of online platforms in order to maximise their support so
that team can be helped beyond a particular point.
TUI team has helped in the process of social listening that has a influence the overall content
strategy that is leading towards monitoring the glean insights about their various competitors,
TUI has focussed towards looking for amendments and specific destinations as compared to its
various competitors.
In TUI the social media marketing has helped in tracking the overall response rate and reply
times with a tool of inbox team report, in this there are customer care metrics that are developed
at individual level so that there can be better team visibility that is offered as per customer
service performance. As per the sprouts stage report in TUI there is analysis of the overall
performance by development of specific content themes that is regarded as the “covid content”.
It has garnered more than 28 million impressions. Further there are 3 million engagement that are
also created between a time period of march 1, 2020 and august 31,2020.
apart from this TUI as a global tourism brand has also offered a new content hub by the name
travel.me in which the main emphasis is laid down by the brand for the purpose of enhancing it
overall visibility and searching ability on joint platforms it together ties the content from approx
600 social media channels of TUI group 300 global travel brands that includes instagram, twitter,
you-tube and Facebook. TUI is a brand that ranges from airlines to hotels and cruises further
there are also various tour operators (Martínez-Navalón, Gelashvili and Saura, 2020). Each has
its own genuine treasure of stores that have recovered from travel.me. The development of
technology has resulted into a editorially managed content hub that is leading towards generation
of effective content as a way of enhancing the overall visibility of individual channels.
The process is adopted by the customers to reach a specific choice as per their laid preferences
dependents on a four step process. That is there is destination discovery at this stage people are
visiting various social media platforms that includes Facebook, twitter and Instagram to find and
develop some ideas and inspirations (Law, Chan and Wang, 2018). This stage provides the
prime opportunity to influence the decision making process. As the Present satisfied customers
have already posted about their experiences and that can further inspire the next prospective set
of travellers.

Travel reach: In this the videos and posts are offering the most popular content of different
social media channels. It is coupled with customer reviews that can help and provide the required
guidance to customers for booking a particular destination. Next step is the customer service
where there is social media interaction taking place via two way traffic. In this marketers can
listen to customer complaints
Loyalty programs can help in sharing of plans for enhancing the loyalty programs across various
travel companies. The evolution process of social media in destination marketing has lead to
achievement of required transformation with time. With the evolvement of destinations
marketing it is important to understand that there is huge transformation that is achieved with
time. The social media has lead to destination marketers to keeping up with the latest trends and
further reassess their marketing strategies.
Another great way that is used by organisations like TUI is to use variation of social distancing
for the purpose of discovering travelling. In this the target base of customers who are regularly
visiting or willing to visit a particular destination have to be targeted (Qiu and et.al., 2019).
Content creation is one of the best ways of providing the upfront value to customer via
downloadable resources like tip sheets, guides in TUI.
Snap on snapchat: it is one of social networks that is worth learning for targeting the young
travellers that is millennial generation. Snaps are the quick snippets of the way in which there
can be conversion of potential travellers in paying customers.
Tweet on twitter: twitter is also a tried & true method of reaching to potential travellers, tweets
are the 140 character that allows for the purpose of voicing of short travel specials, tips and
photos or videos that are related to the brand.
Livestream of Instagram and Facebook: there are regularly posts on instagram and facebook
accounts that are to be considered by going live regular. This tool is used by TUI for the purpose
of getting the required people attention. In case of TUI these LinkedIn groups can help in the
process of users to come together and hare information on travelling related topics.
Engaging via linked in: For the purpose of catering to the needs of various linked In groups it is
a great way for reaching to customers by offering them with higher value.

The different social media platforms visitors to be used regarding destination selection.
As per view points of Alexander bechte (2020), in the changing internet era where
travellers across different parts of the world are now working on using various online sources for
the purpose of enhancing their market presence. There is now development of destination
marketing organisations is using it as a tool for getting the required source of advantage. With
the changing times the travellers have now focussed on instagrammable as per the location. In
context of TUI it is advantageous as many studies have shown that there are 40 percent of the
millennial who can choose their travel destination based on the way how worthy Instagram
photos. These platforms are majorly focussed on sharing of the available information as per the
needs of target audiences. For instance while the target customer are willing to plan a family
vacation or stray in a given location then they have to asses the reviews provided by earlier
customers based on their visits (How to Use Social Media for Destination Marketing, 2020).
Further, there is leverage of various social media channels that are now focussed by
business organisations for the purpose of maximisation of the of the most popular ones.
Instagram is one of the highly effective platform that can leisure business and travel. It can assist
in the process of posting unique and high quality photos & videos of the destination for the
purpose of encouraging the potential customers and producing of higher engagement. Twitter is
handling the great option for SMM accounts. In this accounts have to be regularly updated to
ensure that there are visuals in endeavour for creating engaging tweets with the videos and
images.
Apart from this there are various social media channels that can leverage the process such
as Snap-chat is generally used by TUI when the brand is willing to target the young travellers
apart from this for the purpose of reaching to various professionals and business travellers
another platform that is LinkedIn is used as a source of online marketing (Myburgh, Kruger and
Saayman, 2018). Social media and destination marketing are the two tools that have created
evolution of social media platforms to manage various aspects of customer attraction and
customer engagement process.
The social media has a dramatic impact on the way there are different experiences across
world in the Social media and tourism sector. There are big three social networks that includes

twitter, Facebook and instagram. People who are travelling or have altered visited a particular
place share their experiences in form of posts, photos, videos, regular content that is a very
effective tool that can affect the present plan of social media marketing. Social media allows
organisations for the purpose of sharing their written testaments of the brand with most amazing
qualities, Videos and pictures of experiences. They are willing to capture the imagination of
networks for the future prospective travellers. Facebook recommendations are a feature that
allows users for the purpose of seeking advices from their peers. Users can gather timely
feedbacks from this network that is ranging from travel gear to the destination process.
Apart from this various other social media applications like instagram, Facebook can also
help countless travellers in deliberating turning if the social media for helping in the process of
planning trips. It is one of the massive sources of inspiration for world be travellers are a
destination (Li and et.al., 2021). Apart from this organisations like TUI can use a opportunity to
direct their customers by providing them with the instant support through messenger or
comments in case of issues that are arsing for the business. Another additional benefit that can
help in dealing with the uses faced by customer is through the development of a reputation of
quality services & higher professionalism in present and future customer market.
The tourism industry mainly depends in the information and communication technology
for the purpose of promotional activities for the purpose of development of management
relationship with the customers. Social media enables the process of respective of destinations
and various service providers to have easy access to wide range of potential visitors at a
relatively low cost.
Research methodology
Research methodology is a framework that will be used by the researcher for the purpose of
conducting the development of knowledge base. It is a specified procedure that will be used to
determine the techniques for identification, selection and analysis of information with respect to
the laid aims and objectives. It is going to further help in evaluating the validity and reliability of
the overall collected information through identification of various primary and secondary
research methods. This section of the present research is going to determine the different types of
matters that are to be analysed in order to determine the suitable method selected for the
research.

Research philosophy: research philosophy is regarded as the set of beliefs, nature, reality and
type of knowledge that is part of research project. This section helps a researcher to develop the
knowledge base with respect to the laid research topic. There are different types of research
philosophies that include epistemology, ontology and Anxiology (Saldaña, 2021) . Apart from
this there are other types of research philosophies that include pragmatism, positivism,
interpretivism and realism. In the present research report positivism research philosophy will
be used for the purpose of collecting the required information and data.
Justification: Positivism research philosophy will be used as a measure of highly structured data
with large sample size and is going to help in measuring the quantitative as well as qualitative
information. As per the laid research topic of social media on tourism destination positive
philosophy is going to assist in the process of collecting data.
Research approach: Research approach is regarded as the methodology that is to be used by the
researcher for the purpose of conducting research. It is related to selection of specific Research
question objectives and appropriate method in order to develop a knowledge base (Ellingson,
2017). There are two types of research approach that includes inductive and deductive approach.
Deductive approach is used to have hypothesis data that is dependent on pre-existing theory on
the other hand inductive approach is used for the purpose of creating a Theory instead of having
a pre-existing information. With respect to the present is research role of social media in tourism
sector deductive approach will be used by the researcher.
Justification: In present report deductive approach will be used by the researcher for the purpose
of considering information and developing questionnaire to understand the various observations
made in the course of research.
Research strategy: It is regarded as the step by step action plan that provides direction to the
efforts and thoughts of conducting the research in a systematic manner. It includes survey,
experiment, case study, Ethnography, grounded theory and questionnaire that can be further used
to develop the understanding related to the laid aims and objectives (Mason, 2017). In the
present research report the impact of social media is to be understood on the destination selection
aspect. For this purpose questionnaire is selected as the research strategy where there are
different questions that are prepared for the purpose of developing the understanding view points
of respondents working in TUI.

Justification: in the present report questionnaire is going to assist in developing a specific
structure of questions that are related to the overall aims and objectives of the report. This
method is going to assist in the process of collecting primary form of information.
Research choice: It is related to the systematic study of research and collecting information that
can assist in the process of combining qualitative and quantitative research methodologies
(Mills., 2019). There are different types of research choice that mainly includes mono method,
mixed method and multi method that are to be developed for the purpose of understanding
different aspects of a research work.
It is also going to assist in the process of managing the information and achievement of reserves
in the specified time period. In case of mono method there will be use of one type of data that is
either qualitative or quantitative (Brannen, 2017). When a researcher is making use of both
qualitative and quantitative method there will be using a mixed method approach. In the case of
multi method they will be use of wider range of approaches that is more than just one qualitative
or Quantitative approach.
Justification: in the present research report researcher is going to use mixed method where there
will be collection of information based on one type of information (Iphofen and Tolich, 2018.
This type of information can be based on using quantitative methodology of qualitative
methodology. Use of one specific method is going to help the researcher in managing all the
information and achievement of research aims & objectives on timely basis.
Time horizon: time horizon is used to explain the state that is required for completing the
particular project (Blee, 2017). There is a specific time duration that is assigned to each specific
activity to enhance the effectiveness in the project. There are different types of time horizon
techniques that may be longitudinal or cross sectional time horizon.
In cross sectional time horizon it is already established with respect to the state from where data
has to be collected. This is used when the research is concerned with the specific phenomena
study.
In case of longitudinal time horizon there is collection of data that is extended over specific time
duration. In present research cross-sectional time duration will be used for each activity specified
time period is already said by the researcher.
Justification: there are different activities that are to be performed in the course of research work
starting from the laying of aims and objectives till the time of reaching to relevant Conclusion

and recommendation. For this purpose cross sectional time horizon is going to help in dividing
the overall time period as per requirements of the research.
Data collection and Analysis:
Data collection and analysis is defined as the analytical tool that is used for the purpose of
collecting the information related with the research. It is defined as the series of maps, diagrams
and charts that are to be used to collect interpret and present the wide range of information (Eller,
Gerber and Robinson, 2018). Data analysis is a process that is used for the purpose of analysing
and evaluating the collected and formation as per specific requirements of research.
Data collection is a way of collecting and gathering the information with respect to specifically
topic to enhance the business activities. It is very helpful in developing the understanding and
managing of various activities associated with the research aim. Present research there is analysis
of social media impact of social media on tourist destinations (Brunt, Horner. and Semley, 2017).
There will be use of primary and secondary methods for the purpose of collecting information. In
case of primary method there will be a collection of information from first and sources that
includes questionnaires written interviews and oral way of collecting data. For the secondary
method literature review is used by researcher to evaluate the information collected from various
online available sources that is journal books articles.
Justification: In the present research report there will be use of both primary and secondary
collection of information to have a wide range of information evaluate it as per requirements of
the research. It is going to help in enhancing the effectiveness of research.
Ethical considerations: ethical constitutions are regarded as the process of collecting ethically
laid information to ensure that all the data is following the proper ethical measures. In the
process of collecting primary information proper consent is taken from the respondents. There is
proper addressing of all the privacy and confidentiality measure of information that is related to
the organisation (Berger, 2018). For the researcher it will ensure that there is proper addressing
of the privacy and confidentiality of information that is provided by the each respondent. The
information will not be used for any other purpose apart from the research work. There will be
ethics approval form that will be prepared so that there is proper address to all ethical measures
and aspects to ensure higher reliability of the present research work.

Limitation:
Limitations are related to the decisions or rules for preventing the aspects of extending beyond
specific lead limits. In the present research major limitations are associated with having no
proper information that is part of internal management of the organisation (Andrew, Pedersen
and McEvoy, 2019). Apart from this there are other limitations associated with higher associated
cost in terms of travelling cost managing human resources that can affect the overall quality of
the research work. Researcher must possess required information with respect to associated
limitation so that its overall impact can be managed and benefits can be maximised.

Questionnaire:
Q1. Are you aware with the social media as a aspect of digital marketing
concept in context of retail sector?
Frequency
a) Yes 40
b) No 0
Q2 What are some benefits of benefits of social media in context to
tourism?
Frequency
a) Enhancement in the visibility 14
b) Higher customer awareness 16
c) Better innovation and creativity 10
Q3 According to you, social media marketing as a digital marketing
practise can help TUI in enhancing customer satisfaction?
Frequency
a) Yes 30
b) No 10
Q4 What is main role of the social media on tourist destination selection? Frequency
a) creation of stronger customer support system 17
b) It is a cost effective digital marketing tool 10
c) Increasing the process of brand awareness 13
Q5 What are strategies for customer destination selection that can be used
by tourism sector for customer retention?
Frequency
a) Using different social media marketing platforms 16
b) forming effective marketing campaigns 10
c) Building up of direct communication channels 10
d) All of the above 4
Q6 What are various social media strategies that can be used by TUI for
customer awareness?
Frequency
a) Snap on snap chat 17
b) Engaging via linked in 4
c) Tweet on twitter 9
d) Live stream of Instagram 10
Q7 What different social media platforms visitors to be used regarding Frequency

destination selection by TUI?
a) Facebook 13
b) Pinterest 10
c) YouTube 10
d) Instagram 4
e) Any of the above 3
Q8) What is the major role played by social media and digital marketing
towards productivity of TUI?
Frequency
a) Increasing the overall brand awareness 16
b) Enhancing the present consumer base 12
c) Development of competitive advantage 8
d) All of the above 4
Q9 What can be some of the challenges faced by TUI with respect to use of
social media marketing strategies?
Frequency
a) Dynamic situation of digital marketing strategies 13
b) Shifting customer preferences 14
c) identification of right channel 10
d) Lower customer engagement 3
Q10 What are some measures to be used by TUI to deal with challenge
associated with social media strategies?
Frequency
a) Using of a diverse range of social media platforms 13
b) Adoption of effective digital payment gateways 14
c) Timely response to customer feedbacks and customer complaints 13
Discussion (Quantitative research):
Q1. Are you aware with the social media as an aspect of digital marketing
concept in context of TUI?
Frequency
a) Yes 40
b) No 0

Interpretation: It is interpreted from the above mentioned graph that while it was questioned to
40 respondents about awareness of social media as a digital Marketing concept in TUI. All the
respondents are 40 had a positive view point as they possessed a awareness of digital marketing
as a promotional concept.
Q2 What are some benefits of benefits of social media in context to
tourism?
Frequency
a) Enhancement in the visibility 14
b) Higher customer awareness 16
c) Better innovation and creativity 10

Interpretation: From above graph while it was questioned about benefits associated with social
media in context of tourism industry. 14 respondents out of 40 felt that it can help in
enhancement of the visibility, 16 respondent out of 40 felt that it can lead to words higher
customer awareness and remaining 10 felt that it can help in better innovation as well as
creativity.
Q3 According to you, social media marketing as a digital marketing
practise can help TUI in enhancing customer satisfaction?
Frequency
a) Yes 30
b) No 10

Interpretation: It is interpreted from the above presented graph that while it was question to 40
respondents. 30 respondents out of 40 felt that social media marketing can help you in the
process of enhancing customer satisfaction while remaining 10 denied to this viewpoint.
Q4 What is main role of the social media on tourist destination selection? Frequency
a) creation of stronger support system 17
b) It is a cost effective digital marketing tool 10
c) Increasing the process of brand awareness 13

Interpretation: From the above mentioned graph while it was questioned about the main role of
social media on tourism destination selection. 17 respondents felt that it can help in creation of a
strong customer support system. 10 respondents out of 40 felt that it is a cost effective digital
marketing to while remaining 13 respondents out of 40 felt that it can enhance the overall
process of brand awareness.
Q5 What are strategies for customer destination selection that can be used
by tourism sector for customer retention?
Frequency
a) Using different social media marketing platforms 16
b) forming effective marketing campaigns 10
c) Building up of direct communication channels 10
d) All of the above 4
Interpretation: From the above graph file it was asked to 40 respondents about strategies for
customer destination selection that can be adopted for the tourism sector in order to have higher
customer retention. 16 respondents out of 40 had a view that it can help in using social media
marketing platforms. 10 respondents felt that it can help in forming effective marketing
campaigns. Other 10 respondents felt that building of direct communication channels with the
customers. Other four out of 4 felt that all of the above strategies can be helpful in customer
destination selection process.

Q6 What are various social media strategies that can be used by TUI for
customer support?
Frequency
a) Snap on snap chat 17
b) Engaging via linked in 4
c) Tweet on twitter 9
d) Live stream of Instagram 10
Interpretation: From the above graph it is interpreted that around 40 respondent were
asked about the various social media strategies that can be used by TUI for the customers support
and out of 40 respondents 17 had a view that it can be through the snap on snap chat which is a
growing social media platform, and 10 out of 40 respondents felt that it can be through Live
stream of Instagram. However the 9 respondents felt that through tweets on twitter can be used
as the social media strategy by the TUI for the customers supports. The lastly only 4 out of 40
respondents felt that engaging via Linkedin can be used by the TUI
Q7 What different social media platforms visitors to be used regarding
destination selection by TUI?
Frequency
a) Facebook 13
b) Pinterest 10
c) YouTube 10
d) Instagram 4

e) Any of the above 3
Interpretation: From the above graph it is interpreted that the majority of respondents
which is 13 out of 40 respondent said that Facebook as social media platform can be used as the
destination selection by TUI, 10 respondents felts that Pinterest can be used also the 10
respondents out of 40 voted for the you tube media. In addition to this only 4 felt that Instagram
can be the best social media platform that can be used by the TUI, and out of total number of
respondents only 3 felt that any of the above social media platform options can be used by the
TUI.
Q8) What is the major role played by social media and digital marketing
towards productivity of TUI?
Frequency
a) Increasing the overall brand awareness 16
b) Enhancing the present consumer base 12
c) Development of competitive advantage 8
d) All of the above 4

Interpretation: From the above graph it is interpreted that 40 respondents were asked
about the major role played by the social media and the digital marketing in enhancing the
overall productivity of TUI, as in response the majority of respondents which is 16 out of 40 felt
that it helps in increasing the overall brand awareness, and 12 respondents said that it helps in
enhancing the present consumers base. However 8 out 40 respondents felt that it helps in
development of competitive advantage and only 4 respondents said it can be all the above
options available.
Q9 What can be some of the challenges faced by TUI with respect to use of
social media marketing strategies?
Frequency
a) Dynamic situation of digital marketing strategies 13
b) Shifting customer preferences 14
c) identification of right channel 10
d) Lower customer engagement 3

Interpretation: From the above presented graph, it is analysed that out of total 40
respondents 14 thinks that shift in the customers preference is the major challenge faced by the
TUI in respect to use of social media marketing strategy, whereas 13 out of 40 respondents
thinks it is the dynamic situation of digital marketing strategy. However out of total number of
respondents 10 thinks that identification of the right channel can be the challenge faced by the
TUI in case of use of social media marketing strategy, and only 3 respondents felt that lower
customer’s engagement can be the challenge.
Q10 What are some measures to be used by TUI to deal with challenge
associated with social media strategies?
Frequency
a) Using of a diverse range of social media platforms 13
b) Adoption of effective digital payment gateways 14
c) Timely response to customer feedbacks and customer complaints 13

Interpretation: From the above graph it is interpreted that out of 40 respondents 14 thinks that
adoption of effective digital payment gateways can be one of the effective measures that can be
used by the TUI to deal with the challenges related with the social media strategies and 13 out of
the total respondents think that use of diverse range of social media platforms can be used as the
measure. However the last 13 respondents felt that timely response to customer’s feedback and
customer’s complaints measure can be used to deal with the challenges.

Conclusion
It is concluded from the above discussed statement that with the impact of covid-19 virus it has
become very crucial for travel and tourism industry to focus on some innovative and creative
means of marketing. Social media marketing has become one of the most important tools that
can assist in the process of maximizing the process of customer engagement. With the changing
scenario organisations are achieving higher competitive advantage by using social media
platforms for educating their prospective visitors regarding destination selection. It helps in using
it as a low-cost medium along with it is assisting about creating a dedicated customer service
team. With the hitting up of global pandemic there are many customer queries that are arising
and use of social media platforms is helping the branch in creating a strong customer support.
Apart from this it helps in creation of higher social engagement with the people interested in
leisure and travelling activities.
Contributions:
The present research work is going to contribute towards understanding the future benefits
associated with social media platforms for tourism sector brands. In context of TUI it is going to
help in the process of understanding the way in which social media platforms can be used for the
purpose of using social media activities to enhance the brand consideration process and customer
engagement. From the present research it is analysed that TUI is at a position of a social brand
that is communicating the benefits of being first choice of travellers across different parts of the
world as a holiday brand. It is the travel and tour operating brand that is related with having
ranking for social brands. It is a benchmark for the brand engagement in social spaces by
identification of the industry leaders and providing the snapshot of the process of evolution off
social media every year. It is having a audience of 400000 Facebook fans and over 26,000
Twitter followers that are helping them in in responding to the customers.
The present report is going to help in selection of the best social media channels for tourism
marketing for many associated tourist brands. The evaluation of the way different social media
platforms are contributing towards maximization of customer engagement is very helpful to
engage with the present and future customers. This process also helps in providing effective
Customer services. It has transformed the ways in which a reliable brand can be built and help in

collecting information having positive user reviews and measuring the customer satisfaction
level.
From the analysis summarise the social media has changed the aspect of life and the way people
are presently depicting their customer relations. Creating engaging content is one of the crucial
steps to attract more customers. Tourism industry is significantly related with visual experiences
that are helping in generation of user generated content to engage with the business. It has helped
in enhancing the visibility in the tourism marketing.

Discussion of findings:
Theme 1: understand the benefits of social media in context to tourism
It is evaluated from the above made analysis that decisions related with travelling are taken by
people based on the reviews that are posted on the social media platforms. It helps in the process
of social networking podcast and video sharing by already visited travellers that assist the future
travellers in making decisions with respect to their future plans.
Social media is now used for more than just as a marketing channel. Apart from the brand
promotion it is used by organisations to support the customers in stressful situations and enhance
the process of engaging with customers by development of communication channels. It is
helping them in development of mobile technology as a tool for approaching the unique
customer segment. There is application of virtual tourist visa and social networking sites like
Facebook that has left to strong presence of social media. Apart from these tools like social
networking, photo sharing, video sharing,, chat rooms and logging have assisted in maximizing
the impact of social media on users. It has led to engagement of customers by making informed
decisions about their future travel plans. People are making decisions based on the personal
experiences of already visited travellers who are posting updates and sharing their journey on
these platforms. It has transformed the travel research by focusing on future travel destinations
and accommodations. It has also facilitated the social sharing by running of campaigns to ensure
that people are being engaged with these travelling brands.

Theme 2: Determine the main role of the social media on tourist destination selection
Social media is acting as an interactive communication platform that is used for community
based inputs collaboration among people and the process of content sharing. In the context of
tourism industry it is analysed from the above discuss primary and secondary information the
recent developments have and has the process of social media usage. Tourism products are
basically experimental and include characteristics that are based on inseparable, intangible and
perishable nature. It is difficult to evaluate the tourism products before purchase so the result of
decision making is quite risky and needs extensive information at the search phase. Tourism
products are experimental and include characteristics of services. Social media is playing a very
important role in the process of photo sharing blogging social networking podcast micro
blogging video sharing that helps in the process of identifying the best tourist destination
selection process.
Theme 3: Identify the different social media platforms visitors can be used regarding
destination selection.

(Source: 8 Absolutely Effective Social Networks to Promote Tours, 2020)
It is analysed from the graph that 90% of the business to customer marketers are presently using
social media. It is very important for the purpose of customer communication relationship
building. Social media helps in the process of business promotion and acquisition of new
customers. Further there are proper Google search results for tools and travel business there is
use of specific platform that includes Facebook pay interest Instagram YouTube Twitter and
LinkedIn. Average customer is spending more than on Facebook by sharing their selfies and
great moements. There is engagement of followers with videos share practical tips and beautiful
pictures. Another aspect is YouTube where people love watching videos many tour operators by
use of excellent photo material that helps in building a connection with the viewers. For the
tourism industry Twitter is also used for the purpose of micro blogging over 500 million active
users. Twitter response great with the text content and includes beautiful pictures. Pinterest
offers visual platforms for driving traffic for the travels and tours. Instagram is a platform that
provides customer engagement board for generating leads and driving the traffic by ensuring
photos as a key driver. Linked in is also one search platform for business networking and
business description that is created by tour operators.

Recommendations
From the above made discussion and analysis there are some of the recommendations that have
been developed for TUI as a global tourist and to enhance their social media marketing strategy:
 Linked Inn is a significant platform for business travellers to share information about
their travelling experiences. Business organisations are willing to share the information
on LinkedIn groups associated with many topics and the positive and negative
experiences of the business trips. If brands like TUI are willing to enhance their social
media presence and LinkedIn can be used as an effective platform to reach the target
customers by selecting an appropriate tourism marketing strategy.
 Snapchat is another platform that is very important for developing effective tourism
marketing strategy. It is one of the rapidly growing social media channels that can help in
sharing what is happening at a specific moment. Many tourist brands can share their
gripping snaps about the tourism business to catch the attention of people.
 TUI has been earlier successful in using some of effective strategies through social media
platforms. It is suggested that the prime motive of this brand must be to engage the
customers with the expertise to showcase about attractions and places they are missing on
regular itineraries. For this purpose users must be given opportunity to explore our
exclusive destinations in a creative and innovative manner. For this reason some of the
platforms like Instagram can be used where countries can be checked on the world map
and spread across a great of 12 square. Further, the campaign can edge on insights on
unexplored and unique cultural celebrations. These efforts can help in showcasing
exceptional places across the world by moving to focus towards lesser-known sports food
and tourist spots.

Reflection:
Kolbs reflection model is regarded as the process of experiential learning. It is the model that is
based on analysing the own experiences that has to be analysed reviewed and evaluated
systematically in three major stages. In the present report this process is going to be analysed for
the purpose of understanding different experiences throughout the report.
 Concrete experience: this is the state of reflecting systematically about learning
something new and improvement in the existing skills. In the present report the specific
situation is related to learning of better communication and researching skills that assisted
in the process of enhancing my present level of academic skills.
 Reflective observation: At this stage, the overall performance of some of the team
members was disappointing. It had a negative impact at some of the stages of report. For
this I focused on using some of the collaborative working practices that can help in
dealing with such conflicting situations. Apart from this there was difficulty in
application of communication skills because some of the respondents were not willing to
share the information. For this there was requirement of consent for Ethical approval
form in order to take proper consent from each participant.
 Abstract conceptualization: At this stage of the Kolbs reflective cycle there is analysis
of the future improvements that are required to deal with the situations. In the present
report there is requirement to learn about conflict resolution skills. I have to also work on
improving my leadership as well as management skills that is going to help me in my
future course of research work. There is need to focus on development of present skills
level to get a better understanding of future Idea development.
 Active experimentation: At this stage I have to practice on acquiring theoretical
knowledge. There is need to focus on thoughts and reflection of the future improvements
to practice and try new strategies. I will be working on maximizing my skills level that
can assist in the process of working successfully towards future research report.

REFERENCES
Books and Journals
Carlson and et.al., , 2019. Enhancing brand relationship performance through customer
participation and value creation in social media brand communities. Journal of Retailing
and Consumer Services, 50, pp.333-341.
Gretzel, U. and Yoo, K.H., 2017. Social media in hospitality and tourism. In The Routledge
handbook of consumer behaviour in hospitality and tourism (pp. 339-346). Routledge.
Han and et.al., 2018. Evaluating user-generated content in social media: an effective approach
to encourage greater pro-environmental behavior in tourism?. Journal of Sustainable
Tourism, 26(4), pp.600-614.
Law, R., Chan, I.C.C. and Wang, L., 2018. A comprehensive review of mobile technology use in
hospitality and tourism. Journal of Hospitality Marketing & Management, 27(6), pp.626-
648.
Li and et.al., 2021. A systematic review of AI technology-based service encounters: Implications
for hospitality and tourism operations. International Journal of Hospitality
Management, 95, p.102930.
Martínez-Navalón, J.G., Gelashvili, V. and Saura, J.R., 2020. The Impact of Environmental
Social Media Publications on User Satisfaction with and Trust in Tourism
Businesses. International Journal of Environmental Research and Public Health, 17(15),
p.5417.
Myburgh, E., Kruger, M. and Saayman, M., 2018. Aspects influencing the commitment of
endurance athletes: A tourism perspective. Journal of Sport & Tourism, 22(4), pp.275-301.
Qiu and et.al., 2019. Analyzing the economic sustainability of tourism development: Evidence
from Hong Kong. Journal of Hospitality & Tourism Research, 43(2), pp.226-248.
Taylor, D.G., 2020. Putting the “self” in selfies: how narcissism, envy and self-promotion
motivate sharing of travel photos through social media. Journal of Travel & Tourism
Marketing, 37(1), pp.64-77.
Zeng, B. and Wang, C., 2019. Research progress in corporate social responsibility in the context
of ‘tourism-assisting the poor’in China. Journal of China Tourism Research, 15(3), pp.379-
401.
Saldaña, J., 2021. The coding manual for qualitative researchers. sage.
Ellingson, L.L., 2017. Embodiment in qualitative research. Taylor & Francis.
Mason, J., 2017. Qualitative researching. sage.
Mills, K.A., 2019. Big data for qualitative research. Routledge.
Brannen, J., 2017. Combining qualitative and quantitative approaches: an overview. Mixing
methods: Qualitative and quantitative research, pp.3-37.
Iphofen, R. and Tolich, M., 2018. Foundational issues in qualitative research ethics. The Sage
handbook of qualitative research ethics, pp.1-18.
Blee, K.M., 2017. Understanding racist activism: Theory, methods, and research. Routledge.
Eller, W.S., Gerber, B.J. and Robinson, S.E., 2018. Public administration research methods: tools
for Coolican, H., 2017. Research methods and statistics in psychology. Psychology
Press.evaluation and evidence-based practice. Routledge.
Brunt, P., Horner, S. and Semley, N., 2017. Research methods in tourism, hospitality and events
management. Sage.

Andrew, D.P., Pedersen, P.M. and McEvoy, C.D., 2019. Research methods and design in sport
management. Human Kinetics.
Berger, A.A., 2018. Media and communication research methods: An introduction to qualitative
and quantitative approaches. Sage Publications.
Online
The Role of Social Media in Tourism Marketing, 2020 [online], Available through<
https://digitaltravelapac.wbresearch.com/blog/social-media-in-tourism-marketing#:~:text=Social
%20media%20enables%20especially%20young,share%20their%20real%20experiences
%20online>
Customer support and content solutions, 2020 [online], Available
through<https://sproutsocial.com/insights/case-studies/tui-uk/>
travel.me – TUI Group launches global branded content portal 2020 [online], Available through<
https://www.tuigroup.com/en-en/media/press-releases/2017/2017-01-23-travel-me>
How to Use Social Media for Destination Marketing, 2020 [online], Available
through<https://pro.regiondo.com/destination-marketing-social-media/>
8 Absolutely Effective Social Networks to Promote Tours, 2020 [online], Available
throughhttps://www.orioly.com/use-social-networks-promote-tours-travel/
Influence of social media on tourism – especially among students of the University of
Debrecen2020 [online], Available
through<https://www.researchgate.net/publication/305301835_Influence_of_social_media_on_t
ourism_-_especially_among_students_of_the_University_of_Debrecen>
The Role of Social Media in Tourism Marketing, 2020 [online], Available through<
https://digitaltravelapac.wbresearch.com/blog/social-media-in-tourism-marketing>