Impact of Social Media on UK Tourism: Thomas Cook Analysis

This research project investigates the impact of social media on tourism activities in the UK, with a specific focus on the Thomas Cook Group. The report begins by outlining the research objectives, questions, and methodology, including a critical review of relevant literature on the importance of social media in the travel and tourism sector, the significance of Facebook in promoting tourism activities in the UK, and the interrelation between Facebook implementation and the growth of the Thomas Cook Group. The research employs a descriptive research design, non-probabilistic data sampling, and an interpretivism research philosophy. The study analyzes the factors contributing to research project selection, including knowledge, scope, and interest. The findings are presented in the form of a poster. The report concludes with recommendations for the Thomas Cook Group to increase its customer base through enhanced social media activities, including the development of a mobile app and real-time updates. The research aims to assess the impact of social media on tourism activities in the UK, using the Thomas Cook Group as a case study, providing valuable insights for the travel and tourism sector.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................1
1.1 Formulating and recording possible research project outline specifications........................1
1.2 Factors that contribute in the process of research project selection......................................2
1.3 Critical review of references.................................................................................................2
1.4 Research project specification...............................................................................................5
1.5 Appropriate plan and procedures .........................................................................................6
TASK 2............................................................................................................................................1
2.1 Research Question and hypothesis........................................................................................1
2.2 Research investigation with the use of proper methods........................................................1
2.3 Record of data.......................................................................................................................3
TASK 3............................................................................................................................................5
3.1 Evaluation techniques of research.........................................................................................5
3.2 Interpretation of results in accordance to research specification..........................................6
3.3 Recommendation.................................................................................................................14
TASK 4..........................................................................................................................................14
4.1 Poster...................................................................................................................................14
REFERENCES..............................................................................................................................15

TITLE: “To assess the impact of social media on tourism activities in UK – A Case Study on
Thomas Cook Group”
TASK 1
1.1 Formulating and recording possible research project outline specifications
Background
To deal with social media activities, Facebook is the major consideration which assists to
increase customers in industry. In this regard, tourism marketing grows continuously that helps
to target people with demographic characteristics. This is because; it helps to focus on
customer’s demand and requirement. Apart from this, people are sharing their ideas, experience,
etc. to tell about travel industry (Wang, Xiang and Fesenmaier, 2016). Therefore, it is also the
major consideration which helps to develop significant marketing opportunities at workplace of
tourism enterprise. Nowadays, people share their live video broadcasts with Facebook
communities so that it will influence other organisation to connect and engage ideal people in the
enterprise. In this way, tourism brands create more awareness and consideration to develop
significant results. Apart from this, Facebook continually dominant social media platform across
all age groups of people. Therefore, it regulates a systematic work performance to attract people.
Rationale
In order to consider effective results in tourism, it can be stated that present research
determines important activities in the enterprise. In this regard, Facebook implement to focus on
provide feedback on the basis of photos, videos, etc. It gives results with fantastic content to
reach towards effective functioning (Ben-Shaul and Reichel, 2017). In Thomas Cook Group,
Facebook blog generally consider take advantages and boost results in a significant manner.
Therefore, it will help to maintain creative results in company. 94% internet users have account
on Facebook so that they access information from it towards development of enterprise in a
significant manner.
Aim and objectives
Research Aim: “To assess the impact of social media on tourism activities in UK – A Case
Study on Thomas Cook Group”
Research Objectives:
 To understand importance of social media in travel and tourism sector

 To analyse the significance of Facebook to promote tourism activities in UK
 To interrelate Facebook implementation and growth of Thomas Cook Group in UK
 To recommend the ways through social media activities could be increases in order to
attract customers
Research questions
 What do you understand by social media in travel and tourism sector?
 What is the significance of Facebook to promote tourism activities in UK?
 How to interrelate Facebook implementation and growth of Thomas Cook Group in UK?
 What are the recommendation should be provide to Thomas Cook Group to increase their
customers?
1.2 Factors that contribute in the process of research project selection
To consider the present research, there are several factors exist that develop an important
part in research project selection. Therefore, following elements included in it are: Knowledge: To consider the present research, it can be stated that researcher has a wide
knowledge regarding Facebook implementation. In this way, they develop their
understanding and effectiveness to attain the desired results. Scope: In the present research, there is a wide scope to implement aim and objectives. In
this regard, effectiveness also develop to consider further activities and tasks as well.
With the help of research project on the impact of social media influence, researcher is
able to develop creativity in enterprise.
 Interest: Moreover, researcher has a lot interest to find implementation of Facebook to
grow systematic work performances in the business. In this regard, systematic results will
be attain through maintain more creative work performances in the enterprise.
1.3 Critical review of references
In order to conduct effective research, it can be stated that, secondary data has been taken
from different authors views. On the basis of their views, activities set and maintain systematic
work performances in the company. As per following themes, literature review has been taken at
workplace:
Theme 1 Importance of social media in travel and tourism sector
According to the point of view Mariani, Di Felice and Mura, (2016), social media
consider important role in business success and outcomes. Therefore, Facebook is major

perspective that assists to fulfil needs and requirement customer through know about their
existence in the market. With the help of Facebook, every travel and tourism country get more
customers and about their information as well. In this regard, more than 1,55 billion users
generally use it so that it consist as popular network for tourism industry. In this regard, the
organisation also able to attain important attributes that assists to diversify content that publish
on the site. On the other hand, Ladhari and Michaud, (2015) stated that Facebook tool help to
attain significant results with increasing customer views and promotion in the business. It helps
to maintain significance and catch user attention. This is because, quality content make and gain
lot of visibility which enhances long term basis outcomes. This element help to increase
connectivity level so that aims and objectives will be complied to gain more long relationship.
Apart from this, Buhalis and Foerste, (2015) argued that there are several kinds of blogs are also
written by customers regarding business. As results, it is important to focus on their experience
and ideas regarding organisation. In this way, new people able to know about the business
program that carry to attain and maintain desired results. With consideration of different
activities, company able to attain proper results from customer attraction. With focusing on
different social media activities, it can be stated that better results and performances will be
consider at workplace.
Theme 2 Significance of Facebook to promote tourism activities in UK
According to the view of Kang, Tang and Fiore, (2014), there are several factors exist
that help to promote tourism activities in UK. In this regard, Facebook consider several
advantages and effectiveness to perform tasks and goals as well. This is because, it creates
network to show connectivity among several people in the enterprise. As results, it helps to
increase tourism functioning in the new areas.
Theme 3 Interrelate Facebook implementation and growth of Thomas Cook Group in UK
the usage of Facebook will be very beneficial and effective for the Thomas cook Group
in UK. As FB is a very popular social media platform and is easily accessed by the people all
over the world it will help in better rise in customer satisfaction level that will help in better
management of the operations that are been followed by the organisation. The Tomas Cook
Group can use the Facebook as the interactive tool that will help the organisation to carry out its
operations in a better way and help the organisation to meet the needs and demands of the
tourists or customers of cited travel and tourism enterprise. The firm can incorporate the

connectivity of the social media platform with its services, especially with it swebsite that will
support a better access to the customers for its products and services. Besides this, Thomas Cook
Group can use the social media tool to promote and allocate its plans, vouchers and tickets in
order to attract the customers in an effective and significant manner.
Other than this, the organisation will look after the better rise in compatibility and
functional capability of the travel and tourism enterprise. It will help in effective handling of the
operations and meeting of the targeted operations and actions that will be followed by the
organisation in a better way. Thomas Cook Group will also look after the good rise in customer
satisfaction level that will help in better management of the operations that will help in suitable
handling of the business activities in an effective and better way. Other than this, Facebook can
prove as an effective tool or medium for the customers or tourist of the organisation to give out
their reviews and feedbacks over the location, destination, or a services and product that is been
offered by the travel and tourism entity. This will support a good development of insight about
the alterations or improvements that can be made within the organisation to increase its revenue
and productivity and thus will supporta good rise in the operational capability of the
organisation.
Theme 4 Recommendation should be provide to Thomas Cook Group to increase their
customers
various recommendations can be followed by the cited travel and tourism entity that will
help in the effective management of the operations and meeting of operational capability of the
organisation. Looking at the technical advancement and digitalization of the services in every
field, the travel and tourism firm can opt for the development of a mobile app that will aid the
firm to easily and effectively connect with its customers, anytime and anywhere. The usage of
smartphone has also increased with the passage of time. Seeing through it, Thomas Cook Group
will look after the better rise in the operational capability and meeting of the targeted actions that
are been taken in consideration by the travel and tourism entity to have a good share of market
operations and meeting its targeted aims and objectives that will help in better rise in functional
capability of the organisation.
Besides this, the real time update of the flights, cruise and other means of transportation
related to a destination, usage of the geolocation and gaining the feedback of the users hand to

hand will improve the overall functionality of the organisation that will support a good rise in
effectiveness of the travel and tourism enterprise. The firm has to see through the advance
development of the activities which will help in improving the efficiency of the firm. Other than
this, as the cited entity is one of the largest service provider in the travel and tourism sector, it
can opt for opening its service and help desks or centrers to the major tourist attractions around
the globe. Besides this, many other facility like food and beverages, accommodation and
transportation service details on the local level can be incorporated by the organisation that will
help in suitable rise in the operations and meeting of the targeted aims and objectives of the
organisation.
These recommendations and improvement measures will help in increasing the
effectiveness of the operations and thus will support a good rise in the compatibility and
functional effectiveness of the organisation that will support an improvement in company's
market share and revenue generation.
1.4 Research project specification
Research consider important focus on systematic review to gather relevant data from
different sources. In this regard, methodology has been considered to focus on the desired results
and outcomes. This is because; research method is an essential consideration to solve issue and
problem that is associated in the business. It includes the following elements:
 Research design: Research design related with planning in which clear system and
outcomes considered in the business. In this way, aim and objectives are based on the
systematic research design that assists to accomplish desired results (Confente, 2015).
From the different kinds of strategies, researcher select descriptive research design which
help to attain more effective results at workplace.
 Data sampling: It is another method that is used for selecting, controlling and measuring
data. There are mainly two methods considered in data sampling such as probabilistic and
non-probabilistic (Oliveira and Panyik, 2015). Researcher considers non-probabilistic
method that helps to identify the useful program at workplace.
 Research philosophy: To consider the research philosophy, there are two options exist in
front of researcher that assists to find useful information such as interpretivism and
positivism. In the present research, interpretivism research philosophy has been selected
to gather relevant and effective information (Leung, Xue and Bai, 2015).

 Research approach: To consider effective results, there are different types of research
approaches exist that assist to find useful results. There are two types of research
approaches exist such as inductive and deductive. Present research based on inductive
research approach that help to maintain creativity and effectiveness in the business
(Figueroa-Domecq, Pritchard and Villace-Molinero, 2015).
 Data collection: In order to collect data, there are two methods exist such as qualitative
and quantitative. From the above, researcher selects qualitative research methodology
from which thematic analysis is considered in research outcomes.
 Ethical consideration: Apart from this, researcher need to focus on real facts and figures
that assists to maintain effectiveness at workplace. They should follow all rules and
regulations must be consider with ethical aspects. All members need to focus on keep
security (Standing, Tang-Taye and Boyer, 2014).
 Sample: In the present research, 20 sample size has been taken that are students of
UKCBC of the UK.
1.5 Appropriate plan and procedures
In order to focus on the systematic work performances, it can be stated that plan and
procedure is important element that assists to set different activities on the enterprise.
Furthermore, there are different activities and tasks has been considered to accomplish desired
results. There are following activities has been considered to attain more systematic work
performances in Thomas Cook Group:
Activi
ties
Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
W
ee
k
1
1
Defin
ing
resear
ch

propo
sal
Defin
ing
backg
round
or
ration
ale
for
study
Litera
ture
revie
w
Decid
ing
aims
and
object
ives
Finali
zing
aims
and
object
ives
Devis
ing
the

questi
onnai
re
Gathe
ring
data
Exam
ining
the
data
Findi
ng
Reco
mmen
dation
and
furthe
r
areas
to be
consi
der
Final
Subm
ission

TASK 2
2.1 Research Question and hypothesis
Research Resources
The research is focused on analysing impact
of digital technology on consumers.
Secondary sources will be books, online
articles, reviews, and publications.
Primary research will be done with the help of
interview of respondent on the basis of
questionnaire.
Objectives of research will be helpful in
determining themes for collecting information
from different sources
Further, to meet the requirement of objective
the research is based on data collection with
the help of 20 sampled students of UKCBC
college.
Research questions The questions will be analysed with the help
of thematic analysis in order to develop clear
understanding over the framed question in
order to meet objectives of study.
2.2 Research investigation with the use of proper methods
Questionnaire
Name
Age
Gender
1. What according to you is the best tool of digital technology?
Social Media Advertising
Administration
E commerce
2. Do you believe social media advertising is effective for tourism business?

Yes
May beNo
3. What according to you are the benefits of social media advertising for Thomas Cook?
PromotionCreating AwarenessOffering online discountsCompetitive advantage
4. What social media channel according to you is effective for tourism activities?
Facebook
Instagram
Twitter
You tube
5. Do you believe that use of Facebook has assisted Thomas Cook in managing growth and
development?
Yes
May be
No
6. What according to you is the most effective way of gaining attention of travellers when
adverting on social media?
Posting travel information
Flashing of images
Posting video
7. What is the major limitation of advertising on Facebook?
Costly
Negligence of population
Lack of Control
8. Do you have access to Facebook?
Yes
May be
No
9. What according to you can be best marketing strategy for social media advertising?
Launching online campaign
2