Social Media's Impact on Tourism Planning: A Trailfinders Case Study

This research project investigates the impact of social media on tourism planning, focusing on a case study of Trailfinders. The study explores the concept of tourism planning, the influence of social media on Trailfinders' operations, and the challenges faced in this context. The methodology includes a literature review, a qualitative research approach, and the use of questionnaires to gather primary data from Trailfinders' employees. The findings reveal insights into consumer preferences, the impact of social media on consumer demand, and the challenges Trailfinders encounters, such as changes in trends and competition. The research concludes with recommendations for Trailfinders to enhance consumer satisfaction through social media strategies. The project also covers ethical considerations, including confidentiality and informed consent, and discusses the significance of the research for future studies in the field of tourism marketing and social media utilization.

Research Project (Part 2)

Table of Contents
Chapter One: Introduction...............................................................................................................1
1.1 Research Aim and Rationale.................................................................................................1
1.2 Research Questions...............................................................................................................1
1.3 Research Objectives..............................................................................................................1
1.4 Significance of the Research.................................................................................................1
Chapter Two: Literature Review ....................................................................................................2
2.1 Introduction of Literature Review.........................................................................................2
2.2 Main Body.............................................................................................................................2
Concept of tourism planning.......................................................................................................2
Impact of social media on tourism planning on Trailfinders......................................................2
Challenges which can be faced by Trailfinders in tourism planning..........................................3
2.3 Conclusion of Literature Review..........................................................................................3
Chapter Three: Methodology...........................................................................................................4
3.1 Research Approach...............................................................................................................4
3.2 Research Strategy/Methods...................................................................................................4
3.3 Research Methodology..........................................................................................................4
3.4 Research Instruments/Tools..................................................................................................4
3.5 Sampling:..............................................................................................................................4
3.5.1 Identifying Population and Research Site..........................................................................5
3.5.2 Sampling Strategy..............................................................................................................5
3.6 Ethical Implications..............................................................................................................5
Chapter Four: Findings ...................................................................................................................6
Chapter Five: Discussion...............................................................................................................14
Chapter Six: Conclusion, Recommendations and Implications for Further Research ..................17
REFERENCES..............................................................................................................................18

Chapter One: Introduction
1.1 Research Aim and Rationale
Aim:
“To determine the impact of social media on tourism planning. A Study on Trailfinders.”
Rationale:
This research is important because this is based on using social media techniques in
learning tourism business. So researcher came to know about different social media platform
which can be used for official purpose and benefits which can be acquired (Al-Badi, Tarhini and
Al-Sawaei, 2017). In future, if researcher or reader conduct business in tourism sector then they
can perform it easily. This investigation provides information about issues which arise with use
of social media platforms and ways to deal with this.
1.2 Research Questions
 What is the concept of tourism planning?
 How social media puts an impact on tourism planning for Trailfinders?
 What are the challenges which can be faced by Trailfinders in tourism planning?
1.3 Research Objectives
 To investigate the concept of tourism planning.
 To evaluate the impact of social media on tourism planning on Trailfinders.
 To determine the challenges which can be faced by Trailfinders in tourism planning.
1.4 Significance of the Research
This research is important because this creates base for future study topic which might be
“factors which has to be considered while using social media marketing”. This creates proper
understanding about conducting researcher and assist in making proper changes in working style
(Bellini and Pasquinelli, 2017). Some times, there are some issues which arise in using social
sites, so with studying it, researcher is able to identify ways to deal with it. In future, if
researcher is allotted, then it is easy to analyse which technique has to be used to get proper and
relevant conclusion and recommendations.
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Chapter Two: Literature Review
2.1 Introduction of Literature Review
Literature review is the section in which there is collection of information from
secondary information about research objectives. Under this chapter there will use of complete
and specific information about social media and it is collected from properly dated and authentic
sources (Campagna and et. al., 2015).
2.2 Main Body
Concept of tourism planning
As per view of John Dudovskiy, 2019 Tourism planning refers to the process in which
there is discussion about different factors which has to be considered for planning trips. There is
difference in demand of consumers, so it is important for managers to understand about reasons
due to which changes in demand of consumer happen and take it in consideration. These days,
there is more trend among people for travelling because of different reasons such as official trip,
business tour, family trips, etc. and they have difference in demand. Hence managers of
Trailfinders must have complete and specific information about various demand which are
available in market to consumers. So it managers of Trailfinders wants to get success in industry,
then they must proper plan tour plans and communicate to client's in effective manner (Fardous
and et. al., 2017). This provides satisfactory services to consumers and hay want to avail services
from this association. There is frequent change in demand of consumers, hence first analyse what
is the demand of consumers and their budget afterwards communicate about tour plans and
policies.
Impact of social media on tourism planning on Trailfinders
As per MATTHEW HUDSON, 2019 Social media is the platform under which there are
different websites and applications through which people can share content, emotions, etc. with
each other. This is the way in which there is frequent revert to individuals. In organisation. In
order to plan tourism activities, managers can use different social media tools because this us the
factor with the help of which they get to know about changes which are taking place in industry.
These days, use of social media tools are used for collecting information about different tour
packages (Healy, Van Riper and Boyd, 2016). With the help of social media tools, managers of
Trailfinders get ease in marketing of services to consumers and collecting their views. Hence it is
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clear that social media techniques are used for collecting information, communicating with
consumers and collecting information about competitor's policies.
Challenges which can be faced by Trailfinders in tourism planning
As per view of Frederic Gonzalo, 2019 It is not easy to plan tour activities for consumers
because there is difference in their demand because of time, budget, etc. Managers of
Trailfinders have to analyse properly market and then take actions for getting it in appropriate
manner. There are different issues and challenges which is faced by management of Trailfinders
in tour planning, some of the them are discussed as under-
Changes in trends- there are many changes which are occurring in trends because of
external market or purpose of traveling. This is the major challenge which is faced by
Trailfinders in understanding changes in consumer demand. So they are not able to plan tourism
activities in appropriate manner (Hudson and Hudson, 2015).
Rise in competition- Competition among similar organizations is the other challenges
which personnel of Trailfinders face. There are other organizations are well with are dealing in
similar sector, hence it is tough for managers of Trailfinders to analyse their policies and provide
more better services.
2.3 Conclusion of Literature Review
From the above discussed secondary information, it is analysed that tourism planning is
the way through which future actions can be planned for providing best tour plans. With use of
social media platforms, it is easy for managers to communicate and collect information which is
trending in market (Kim and Fesenmaier, 2017). But at the last, some issues such as increment in
competition, frequent change in trends, etc. are also discussed due to which tourism planning can
not done in appropriate manner.
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Chapter Three: Methodology
3.1 Research Approach
Research approach is the way through which planned and organized way of conducting
investigation can be known. In this investigation, there is use of deductive approach apart from
inductive because this is the through which research can get to know about whole concept of
social media and its impact on business operations properly and considering all the aspects
(Kiráľová and Pavlíčeka, 2015).
3.2 Research Strategy/Methods
There are two methods of conducting research i.e. qualitative and quantitative method.
Qualitative method is most appropriate because this is based on non- mathematical aspect sand
easy for reader to understood because information is presented in graphical and diagrammatic
format.
3.3 Research Methodology
Research methodology is the section which presents different techniques used in
conducting investigation. In order to make investigation relevant and authentic, this chapter is
included in research.
3.4 Research Instruments/Tools
There are two tools for collecting information i.e. primary and secondary. In this
investigation, both the methods are used through which accurate and more appropriate
information can be known about social media. Primary information is gathered through
questionnaire in which researcher interact with different individuals. While secondary
information is collected through online sources because this is the way through which in- depth
information about role of social media on business activities can be analyzed (Lew, 2017).
3.5 Sampling:
Sampling is the procedure under which some candidates are selected for collecting
information under primary method because it is not possible for researcher to collect information
from whole crowd.
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3.5.1 Identifying Population and Research Site
30 employees are selected for collecting information through questionnaire because they
have knowledge about use of social media and its impact on operations of Trailfinders.
Population for collecting data is employees and management of Trailfinders. Research site of
conducting investigation is library, Trailfinders' s branch office and sometimes at common place
where every team mate can easily reach (Mendes-Filho and et. al., 2018).
3.5.2 Sampling Strategy
Sampling is conducted through simple random probable sampling through which there is
no biasness in selecting respondents and information collected is authentic and accurate.
3.6 Ethical Implications
There are some ethical considerations which has to be considered by researcher to create
base of study strong and perform actions in appropriate manner. Three main ethical aspects
considered are- confidentiality, anonymity and informed consent with the help of which resaerch
create base for future study as well (Narangajavana and et. al., 2017).
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Chapter Four: Findings
Findings is the section in which there is requirement of complete and specific information
which makes it easy for reader to understand about ways which assist in understanding what is
collected through primary information (Nezakati and et. al., 2015). Primary information is
collected through questionnaire which is assembled from 30 individuals. In this section, graphs
are presented which shows views of people about some topics.
Questionnaire
Name:
Gender:
Contact No (Optional):
Q1. Do you prefer to use social media platform for planning
tourism plans ?
Frequency
Yes 25
NO 5
Q2. Which of the following tool you prefers to use the most for
collecting information about tour packages ?
Frequency
Pinterest 5
Instagram 10
Official website 15
Q3. What is the impact of using social media sites on consumer's
preferences ?
Frequency
Positive 23
Negative 7
Q4. Is there any change in consumer demand because of trends or
advertisements on social media sites ?
Frequency
Yes 20
No 7
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Sometimes 3
Q5. Do you able to plan tourism packages in more effective
manner with the help of social media techniques used by
Trailfinders ?
Frequency
Yes 22
No 8
Q6. What are the positive aspects which Trailfinders can be
achieved with using social media platform ?
Frequency
Increment in sales and profits 10
Improved brand awareness 4
Knowledge about competitor's policies 16
Q7. What are the issues or challenges Trailfinders analyse in using
social media platforms ?
Frequency
Frequent changes in technology 12
Cost of specialised personnel 8
Lack of confidentiality 10
Q8. What is the ways followed by management of Trailfinders
through which it is easy to deal with issues arise while using
social media platform ?
Frequency
Posting accurate information 10
Timely updation of information 13
Acknowledging employees about use of social media techniques 7
Q9. What are the factors which Trailfinders consider for providing
satisfaction to consumers ?
Frequency
Cost of using social sites 10
Target consumers 8
7

Feedbacks posted by customers 12
Q10 Recommend some ways to Trailfinders through which
consumer satisfaction can be raised with using social media sites ?
8

Q1. Do you prefer to use social media platform for planning
tourism plans ?
Frequency
Yes 25
NO 5
Q2. Which of the following tool you prefers to use the most for
collecting information about tour packages ?
Frequency
Pinterest 5
Instagram 10
Official website 15
9
Yes NO
0
5
10
15
20
25
25
5
Frequency

Q3. What is the impact of using social media sites on consumer's
preferences ?
Frequency
Positive 23
Negative 7
10
Pinterest Instagram Official website
0
2
4
6
8
10
12
14
16
5
10
15
Frequency