Research Report: Social Media's Impact on Consumer Travel Decisions

This report investigates the impact of social media on consumer decision-making within the travel and tourism sector, focusing on Thomas Cook as a case study. It explores the concept of social media technology, its applications, and its influence on consumer choices regarding tour destinations and travel plans. The research includes an analysis of how consumers use social media platforms like Facebook, Instagram, LinkedIn, and Pinterest to gather information. The findings reveal that social media significantly influences consumer decisions, with a majority of respondents utilizing these platforms to research destinations and consider comments before finalizing travel plans. The report emphasizes the importance of social media for Thomas Cook in attracting customers and providing relevant information. The analysis includes data from a survey of 50 respondents, illustrating the prevalence of social media usage and its effect on consumer behavior in the travel industry.

Technology refers to system, methods and device
which helps to provide results in the form of
scientific knowledge and then used for practical
purpose. In business, there is use of different
resources which are important and relevant for
performing commercial activities. Information
technology is used to store, collect, share and
manipulate information. In this research there is
discussion about information technology used for
business context.
Theme 3: Analysis tour destination with social
media application before taking any travel decision
Yes No
0
5
10
15
20
25
30
35 33
17
Frequency
Interpretation- As per above discussion it is clear that
out of 50 respondents, 33 prefer to use social media
platform to analyse destination before making any
decision related to tour destination. While 17 does not
consider it. Hence it is concluded that there is impact
on decisions of consumers before finalising any
decision.
Theme 4: Impact on decisions related to tour plans
Yes No
0
5
10
15
20
25
30
35
40
40
10
Frequency
Interpretation- According to above picture, it is clear
that there is impact of social media comments on
decisions of 40 respondents. While 10 doers not
consider such comments. It is interpreted that managers
of Thomas Cook must provide relevant and good
information on social media sites.
Aim: “To identify the influence of social media
technology on consumer decision making in travel
and tourism sector.” A case study on Thomas
Cook.
Objectives:
To understand the concept of social media
technology.
To analyse the impact of social media techniques
on consumer decision making.
To recommend different ways through which
Thomas Cook can easily attract large number of
customers by application of social media
technology.
Theme1: Concept of social media technology
Yes No
0
5
10
15
20
25
30
35
35
15 Frequency
Interpretation- As per above discussed picture, it is clear
that out of 50 respondents, 35 individuals have
knowledge social media technologies. While remaining
15 does not have. Hence it is concluded that there is
impact on decisions of consumers because of social
media technology.
Theme 2: Application of social media
Facebook Instagram LinkedIn Pinterest
0
5
10
15
20
25
25
5
15
5
Frequency
Interpretation- As per above graph, it is clear that
different social media are used in order to collect
information about social media platform. Out of 50
respondents, 25 candidates use Facebook, 5 use
Instagram, 15 respondents use LinkedIn and last 5
candidates use Pinterest. Hence it is concluded that
Facebook is one of the important platform which provides
information about consumer demand because this is the
most used application by majority of consumers.
Research Project
“To identify the influence of technology on consumer decision making in travel and tourism sector.” A case study on Thomas Cook.
INTRODUCTION
Aims and Objectives