Effectiveness of Social Media in Travel and Tourism and TUI Analysis

This research project investigates the effectiveness of social media in the travel and tourism sector, focusing on TUI Travel Plc as a case study. The report begins with an introduction to the topic, outlining the aims, objectives, and research questions, which explore the importance of social media, its benefits, and the technological measures adopted by TUI. The project critically assesses key references and identifies factors influencing research project selection. The study examines how TUI utilizes social media to enhance its revenue and productivity, providing recommendations for maintaining a competitive edge. The project also analyzes the benefits derived by the travel and tourism sector through efficient social media usage, including lower costs, increased customer satisfaction, and improved service delivery. The research utilizes both primary and secondary sources to analyze the impact of digital technologies on travel and tourism, emphasizing the importance of technology in attracting customers and maintaining a competitive advantage in the market.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................4
1.1Title or topic...........................................................................................................................4
Brief Introduction........................................................................................................................4
Research questions......................................................................................................................5
Aims and Objectives...................................................................................................................5
1.2 Critical Assessment of all key references.............................................................................6
2.1 Usage of resources to met with hypothesis and research questions......................................9
2.2 Proposed research investigation in accordance with specification and procedure..............10
2.3 Record and collate relevant data which is appropriate........................................................12
TASK 3 .........................................................................................................................................14
3.1 Use of suitable research evaluation method for examination.............................................14
3.2 Analysis and interpret results for determining original specifications................................14
3.3 Make recommendation and further area for consideration.................................................24
TASK 4 .........................................................................................................................................25
Covered in Poster .....................................................................................................................25
REFERENCES..............................................................................................................................26
APPENDIX ...................................................................................................................................28

TASK 1
1.1Title or topic.
Each research project has some specified aims and objectives which are needs to be
accomplished by researcher as to completion of research work in effective manner (Buhalis and
Amaranggana, 2013). An effective outline specification helps in providing a significant way to
implement all research activities in an appropriate manner in respect to accomplishing the
research outcomes. This particular research is based on:
Topic: “The effectiveness of social media in travel and tourism and its impact on the overall
development of tourism sector”. A case study on TUI Travel Plc.
The research into consideration is based on digital technologies and its vast impact on
travel and tourism sector. In this modern era people are very much depend on technologies and
its usefulness as large number of people spend a huge amount of time of digital equipments as
digital technologies helps in making humans life more easy and comfortable. In each sector
technology plays crucial role in developing organisational performance and productivity as
digital technologies are effective in managing time and cost of firm in effective manner (Connell,
2013). This create value in high growth and success of firm. TUI Travel Plc is a well known
British travelling company which provides luxury accommodation, food, transportation and
many other services to their significant buyers as to satisfying their needs and wants at market
place. Company is widely concern on adopting technologies as to making people more aware
about the offers and services of firm which helps in enhancing the number of visitors. The
present research project has to be done through applying various methods and techniques, these
methodology helps in carry out the research work into well planned and systematic manner.
Brief Introduction.
In the modern era travel and tourism can be considered as the most developing industry
which helps in creating various benefits to the country or its economy (Baum, 2015). Research
project refers as the most appropriate and best component through which organisation can
analyse all merits and demerits in more effective manner. An effective research project helps in
deriving more appropriate outcome for the efficient completion of research work. Technologies
plays effective role travel and tourism sector as to enhancing the performance and productivity of
firm. In the modern business world the major purpose of each business organisation is to gaining

attention of customers and visitors through offering them variety of products and services.
Technology is effective in implementing an effective communication channel within work place
so that the flow of information can be maintained in effective manner. This consist to be the
most essential and primary part of research project on which the whole activity of research are
based on. This section of research involved various elements such as research aim, objectives,
question, background, significance of the research and time scale. In this section of research
project the issue of research is analysed as to resolving it in appropriate manner (Fernando and
Long, 2012). The present research is based on TUI Travel Plc which is a British Leisure travel
group which is headquartered is in Crawely, West Sussex. The major focused are of firm is to
enhancing growth and revenue through implementing digital tools and technologies at work
place. This report contents the study about effectiveness of technology in travel and tourism
sector and its impact on overall development of Tourism sector (Bizirgianni and Dionysopoulou,
2013).
Research questions.
Research Questions
This is also an another section of research on which the part of literature review is based.
As these questions are effective in accumulating appropriate information about the specified area
of study and provide a significant way to reaching at final result and outcome (Giaoutzi, 2017).
The essential question of this particular research are described as under:
 What are the importance of social media in travel and tourism sector.
 What are the various benefits derived by Travel and Tourism Sector with efficient use of
Social media.
 How to determine various technological measures that are adopted by TUI Travel Plc for
the purpose of enhancing its revenue and productivity.
What are the recommendation to TUI Travel Plc in order to maintain competitive edge in the
market place.
Aims and Objectives.
This can be considered as the most essential part of research project which helps in carry
out the whole research activities in an appropriate manner (Elliot, Li and Choi, 2013). It is the
fundamental duty of researcher to create an effective aim in regards to clarifying the issue of
research in the form of statement. The essential aim of this particular research project is to

collect information related to the effectiveness of Social media in travel and tourism and its
impact on the overall development of tourism sector. A case study on TUI Travel Plc.
Research Objectives
This section of research is interlinked with research aims as it helps in developing the
entire project in right direction as to reaching at final result and outcome. Some essential
objectives of this particular research project are described as under:
 To identify the importance of social media in travel and tourism sector.
 To analyse the various benefits derived by Travel and Tourism Sector with efficient use
of Social media.
 To determine various technological measures that are adopted by TUI Travel Plc for the
purpose of enhancing its revenue and productivity.
To recommended various ways to TUI Travel Plc in order to maintain competitive edge in the
market place.
1.2 Identify the factors that contribute to the process of research project selection
In order to selecting a project is not easy for the the researcher and for this it is more
important to analysis different factors which contributes more in selection of research. There are
different number of factors which involve in choosing the project “The effectiveness of Social
media in travel and tourism and its impact on the overall development of tourism sector' which
clearly alter in learning digitalise and unique concept of marketing. Some factors are determined
as better:
Benefits: It is essential which bolster and empower in inquiry regarding determination of
venture that would be a best advantage. It is highly essential for specialist in order to decide
regarding importance and benefits which get fallen by such type of task. Accordingly, with
implementation of advanced technology, it is highly significant to analysis effect of modern
merchandising on motivating visitor to visit few locations in signified and appropriate way.
Feasibility of project: It is another perspective which required to analysis and
comprehend that would be possibility to confirm that such task or activity will close effectively
in residency or not. This connote and empower in characterizing that such ventures require to
pick which have bring down hazard in nature with the goal that every one of its fundamentals get
fulfil in qualify casing of mode.

1.3 Undertake a critical review of key references
Literature review can be considered as one of the most important aspect of a research and
is concerned with helping the researcher and assisting him to achieve the desired business
objectives and at the same time meeting the final objectives in the moist significant manner
possible (Guttentag,2015). This is also an effective part of research project which comes after the
section of introduction. This section of research is based on research questions that are created in
the part of introduction. Literatures review helps in conducting an in-depth research through
analysing the opinion of various writes and authors. In this data has to be gathered through
secondary sources such as books, journals and online sites.
To identify the importance of Social media in travel and tourism sector.
Travel and Tourism sector is one of the most important sector from the point of view of
economy in general. Social media is a platform through which company can enhance there profit
and can go with earning higher profit and it also increases sales in great manner. It is growing all
over the world and countries around the world are getting the importance of Travel and tourism
around the world. According to it becomes highly difficult for a company to grow without
having adequate Information technology within the organisation for the purpose of growth and
development. TUI Travel Plc. Is a leading company in UK and is having businesses around the
world related to tourism and hospitality. Gradually the company is able to know the various
aspects of doing business in this sector and realises the importance of tools as well as Social
media for the purpose of enhancing the overall growth of the business of company. Formulating
an better policy by using social media in company can convert TUI entity to gain a great
competitive advantage in better way. Although, this also manipulate company to perform in right
contrast and make entity to earn higher profits with satisfying customers according to there needs
and wants.
Technology and social media a part of modern equipment is very crucial to reach out to
consumers in an effective way, this can happen by using various mediums of promotions and
advertising like social media and digital advertising. Technology also helps companies in
Delivering effective services to consumers and at the same time saving cost for them which
results in higher profitability for the company. Tourism business is highly price sensitive if the
company aims to reach out middle income segment, however if it higher income segment then
company would not have to depend too much on overall technological implementation in the

company as people with high income segment needs less persuasion for spending money on
travelling. Therefore, through social media people use to collect information as which travelling
agency is providing better product and discounts in regarding to travel and social media do help
company to cover large market as well for providing an effective services as well. Even though,
social media and technology as whole do help firm to increase there sales and allow to attract
various people from all over the country. However, Middle income segment of the country
would have to be persuaded for gaining their demands and increasing the overall profitability of
company. Right use of technology also ensure various kinds of benefits for the company and this
includes, Lower cost, More customer satisfaction, efficient service deliver and proper use of the
resources and increase in overall productivity of the company (Law, and et al, 2015).
The various benefits derived by Travel and Tourism Sector with efficient use of Social media.
The overall growth and development of travel as well as tourism sector has gained
importance all over the world. As per the views of This has lead to an increase of focus by the
government on overall crucial aspects of travel and tourism. Government is implementing
various policies as well as procedures to boost the growth of tourism sector in the economy.
Social media is that which do provide variety of benefits to travel and tourism and needs to use
those advantages in right format and this can help them to perform even in better manner than
there competitors. Travel and tourism sector is wide in area and also performs according to
customer needs and wants that could result into attaining goals and objectives of firm.
There are various benefits that can be derived by TUI Travel Plc by implementing right
kind of technology within the company. These benefits are discussed in detail as follows: Cost Efficiency: The cost of the company to provide tourism services will be reduced to
quite an extent and this will make sure that overall profitability of the company will be
increased going forward. An enhanced cost efficiency will also help the company to gain
a competitive edge in the market over its competitors. Better service delivery to customers: Proper and efficient use of technology will make
sure that the various aspects of service are delivered to customers in a very good and
effective manner. This would mean that the business will grow going forward. It also
enhance the image of company within the market, and creates good will of company.

 Saving of Time: If the company rely more of technological equipments for the purpose of
delivering services to its customers, then it will be able to effectively deliver various
services to customers.
 Growth: The company will be able to grow and prosper because of the fact that company
is delivering efficient services to its customers. The company can achieve substantial
growth in both of its revenue as well as profitability going forward.
These benefits are those which come out with use of social media in proper manner and
thus technology do help company to get stable in market as well with analysing market in right
way and working according to customer needs and wants too. These benefits directly help
travellers too as they get discount and get schemes for different part of country to travel. All such
criteria do help company to attain competitive advantage in market and make them to attain
goals and objectives as well.
Various technological measures that are adopted by TUI Travel Plc for the purpose of
enhancing its revenue and productivity.
The are various kinds of measures that are being adopted by the TUI Travel Plc for the
purpose of delivering efficient services to customers and enhancing the overall revenue as well
as productivity of the company. Social media is that part of technology which is used by every
hospitality industry to come up with better prospect. TUI travel firm used various measure for
attaining an revenue and productivity in right manner too. These measures are as follows: High promotion and advertising: TUI Travel Plc is continuously spending heavy amount
of money in promotion of its services through various mediums like social media,
television Broad casting etc. this has lead to effective growth in the overall level of sales
of company. Social media include having an advertisement done on Facebook as large
portion of world is on social media where they look over advertisement of firm. The
company is also investing higher amount of money in advertising, which includes
newspapers, magazines etc. (Lee, and Brahmasrene, 2013). If social media is used by
company to have an highly promotion and advertisement then it is required to use it in
correct way so that can catch the eye of customer in great way. Digitisation In service delivery: The company is looking to implement various digital
tools as well as equipments for the purpose of enhancing the overall growth of the
company by reaching out to consumers who are seeking to travel around the world. It is

making new portals for tourists on which the tourists can visit and gain various advantage
of lower cost, they can also choose the kind of destination they want to travel within their
budget and preference. Technology which include every component of it help company
to make an digitisation in service delivery too and allow firm to perform in great way and
look further to have an perfect working as well. Through technology customer can also
track the product which is going to be delivered Discounts on services: The company has also came up with various kinds of discounts
schemes which make sure that the penetration of the company increases among
consumers as they will get attract towards the various kinds of services. It is also quite
important that such discounts and schemes of price reduction is communicated to the end
consumer through right kind of promotions as well as advertising. Even they can bring in
discount on services, for instance- can provide service like first come first services as
discount on there product which can increase in earning a good amount of profit.
Various ways to TUI Travel Plc in order to maintain competitive edge within the market place.
There are various ways which can be adopted by the company for effectively as well as
efficiently maintaining competitive edge within the market (Mauri and Minazzi, 2013). TUI
Travel Plc is a well known name in the sector of travel and tourism and does not requires much
recognition or introduction. The company shall now focus on maintaining its competitive edge
among the competitors by bringing in different types of strategies as well as policies to beat its
competitors in the market. There are some measures that needs to be adopted by the company to
maintain the same over longer period of time, the ways which can be adopted are discussed as
follows:
Competitive Pricing: In order to have an edge over the other, TUI Travel Plc shall make sure
that the various services that it provides are competitively priced, because Price of a service do
have a significant impact on the overall performance of the company. If the competitors would
be having low prices than the company, the chances are that it will end up loosing market share
and consumers in the longer run. Social media can help firm to collect information related to this
and thus lead to manipulate there policy according to analysis of some competitive advantage in
market and make them to set there pricing according to competitors as well.
Maintenance of Quality of service: The company shall make sure that the quality of service is
maintained so that the consumer will stick with the company even in the future. If the quality

will be low, the chances will be high that the ultimate consumer would look to switch from the
company and move towards a different one. The use of different technology elements can help in
maintaining a quality of services in right contrast and firm has to look in market as well over
competitors as how they are handling the working in great way. Technology does help in
maintaining a different quality of services in right manner.
Basically having an technology and social media element with company then they can
earn the competitive advantage in better way too and it is quite there travel and tourism is
earning good amount and looks forward to use same for longer period. TUI entity should go with
social media as over this they can analyse the market and customer desires to and make them to
attain a greater competitive image as well.
1.4 Research project specifications
Research can be described as a systematic process in which helps in resolving the issues
and conflicts that are arises in some specifies area of study (Evans, Stonehouse and Campbell,
2012). Research is consist to be a combination of various factors that aid in managing and
maintaining the elements of research project. TUI Travel Plc is a travelling based company
which is concern on attaining high growth and success at market place through implementing
various tools and technologies which create value in gaining attention of people towards the
offered products and services of firm. An effective research project has various specified areas
by which work can be implemented in systematic manner which are briefly described as below:
Introduction : This consist to be the most essential and primary part of research project
on which the whole activity of research are based on. This section of research involved various
elements such as research aim, objectives, question, background, significance of the research and
time scale. In this section of research project the issue of research is analysed as to resolving it
in appropriate manner (Fernando and Long, 2012).
Literature Review: This is also an effective part of research project which comes after the
section of introduction. This section of research is based on research questions that are created in
the part of introduction. Literatures review helps in conducting an in-depth research through
analysing the opinion of various writes and authors. In this data has to be gathered through
secondary sources such as books, journals and online sites.
Research Methodology: This section plays most effective role in clarifying the way to
accumulated appropriate outcome through applying appropriate methodology and tools. This

section has involved various applications such as research design, philosophy, approach,
sampling and data collection.
Data Analysis: This part of research helps in analysing the data and information which
are gathered by researcher in effective and efficient manner. This section of research is based on
thematic analysis which can be done through creating graphs and charts.
Conclusion and Recommendation: This is the final stage of research in which overall
conclusion has to be given by researcher in regards to each element which are conducted during
the entire investigation. Recommendation and suggestions are provided by the investigators as to
developing some specified area in which modification is required.

1.5 Provide an appropriate plan and procedures for the agreed research specification