Critically Determining the Influence of Social Media on Tourists in UK

This report critically examines the influence of social media on tourists in the UK. It explores the importance of social media for tourists, focusing on the behaviors of Gen Y and Gen Z, and how social platforms impact their decision-making processes. The study investigates how tourists utilize social media for booking trips and analyzes the impact of social media on the tourism industry. The literature review synthesizes existing research on the topic, and the methodology outlines the approach taken for data collection and analysis. The findings and discussion section presents the results of the research, including the implications of social media on tourist behavior and booking patterns. The report concludes with recommendations for the tourism industry to improve operations and leverage social media effectively, alongside a reflection on the research process.

Influence of social media on
tourists

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Research Background..................................................................................................................1
Research aim and objectives.......................................................................................................1
LITERATURE REVIEW................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................9
FINDINGS AND DISCUSSION...................................................................................................13
CONCLUSION..............................................................................................................................19
Recommendation...........................................................................................................................20
REFLECTION...............................................................................................................................22
REFERENCES..............................................................................................................................24

Title of study: “To critically determine the influence of social media on Tourists. A study on
UK.”
INTRODUCTION
Research Background
Britain tends to have high degree of support from the tourism industry. Large number of
tourists from across the globe visit UK every year. More than 2 million jobs has been created by
the UK travel and tourism industry. The UK Social media and digital marketing has grown over
the years. Social media helps tourism companies to interact directly with the consumers with the
help of various digital and social media platforms which are available online. There are various
set of social networking sites such as YouTube, Instagram, Facebook, Pinterest, Twitter, et
cetera are considered to be very useful for the tourists to gain wide set of information associated
with the particular destination (The Impact of Social Media on the Tourism Industry, 2015).
Consumers tend to engage with various social media networking sites which helps in making
them informed decision associated with travels. This is considered to be as one of the most
prominent way to share experience of the individual person with the help of social media. There
are various set of online applications such as Foursquare, Facebook, Instagram, trip advisor,
Twitter tends to allow tourists to provide a platform which helps in sharing the location of the
place, post photos and also check in on the real time basis. Social media is an effective platform
where the large number of people focuses on sharing the personal experience of the people who
has already travelled to various destinations across the globe. Social media will play crucial role
in decision making behaviour and carrying out information search. This is one of the significant
practice which is useful in interacting with the customers. This study will highlight on critically
determining the influence of social media on Tourists in the UK. This study will critically
explore on how tourists rely on social media for booking their trips in the UK. It also helps in
critically evaluating how emerging population of GEN Y and GEN Z who rely on the internet for
tourism.
Research aim and objectives
Research Aim
“To critically determine the influence of social media on Tourists. A study on UK.”
Research Objectives
 To critically evaluate the importance and relevance of social media for Tourists.
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 To determine how emerging population of GEN Y and GEN Z who rely on the internet
for tourism.
 To examine how social media influence the decision making of the Tourists.
 To provide appropriate recommendation which helps social media in improving the
operations of tourism industry.
Research Questions
 How tourists rely on social media for booking their trips in the UK?
 How emerging population of GEN Y and GEN Z who rely on the internet for tourism?
 How social media influence the decision making of the Tourists?
 What are appropriate recommendation which helps social media in improving the
operations of tourism industry?
Rationale
The researcher of the study has carried out the study because of the academic and personal
interest of the researcher. The researcher will in turn tends to focus on critically evaluating the
various aspects of the study by gaining wider set of perspective. The researcher of the study
tends to evaluate the research topic because of their own personal interest. The researcher is
highly interested to effectively evaluate the influence of social media on Tourists in the UK. The
researcher of the study has also carried out the study on this research topic because it helps in
gaining wider set of perspective on the subject matter. This study is considered to be very
prominent in order to gain wider set of view on the specific subject matter.
Research significance
This study is going to be very beneficial for the researcher who further wants to investigate
on the subject matter. This study is considered to be as an appropriate base which eventually
leads to better care results and outcomes. This study is going to be highly beneficial for the
tourist industry within the United Kingdom because it helps in effectively analysing the various
key elements associated with this research study. The researcher of the study must in turn tends
to highly focus on effectively selecting the best research methodology which eventually leads to
greater set of results and outcomes. This study is considered to be highly significant for the
scholars and students who are studying within the hospitality sector. This way it helps in gaining
wider views and perspective related with the influence of social media on Tourists in the UK.
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The significance of the research is highly prominent because it will be useful for the travellers to
gain relevant set of information on the subject matter.
LITERATURE REVIEW
Literature review is referred to as one of the comprehensive summary associated with the
specific research topic. The literature review is useful because it leads to comprehensively
surveying the subject topic with the use of books, scholarly articles, journals, manuals, etc.
which helps in making sources relevant for the particular area of the research. The literature
review is useful in enumerating and evaluating the gaps within the research and create an
argumentative data by taking into consideration the viewpoints of the various researcher.
To critically evaluate the importance and relevance of social media for Tourists.
Xu, Wei, and Zhao, (2016) sought to determine the fact that, Social media tends to put great
emphasis on the tourism industry. Social media is very useful in promoting tourism and also
engage consumers on the various social networking sites in order to research trips and also make
informed decisions associated with your travels. It also helps consumers in sharing their personal
experiences at a particular restaurant, airline and hotel. Social media and digital marketing has
grown over the years. Social media helps tourism companies to interact directly with the
consumers with the help of various digital and social media platforms which are available online.
It also helps companies to effectively communicate the message in order to provide potential set
if care services to the tourists. Social media platforms such as YouTube, Instagram, Facebook,
Pinterest, Twitter, et cetera are considered to be very useful for the tourists. Social media such as
Facebook friends to have significant potential to affect the emotions of the tourist and also
improve the experience of the tourist. Consumers tend to engage with various social media
networking sites which helps in making them informed decision associated with travels and also
helps in sharing their personal experience social media such as Facebook aims to have significant
potential to affect the emotions of the tourist and also improve the experience of the tourist.
Consumers tend to engage with various social media networking sites which helps in making
them informed decision associated with travels and also helps in sharing their personal
experience.
Moreover, Narangajavana and et.al., (2017) examined the fact that, Customers are using social
media during before and after the travel in order to share the experience whether good or bad. It
is an important strategy which has an expanding and facilitating experience of the tourist. How
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widespread use of the increased number of social media applications and web digital applications
helps in shaping the travel and tourism company. The large number of tourist highly get
influenced by the content which has been generated on the social media and get attracted to the
particular destination. Social media platforms highly influenced the thinking of the customers
and affected decision-making capabilities. Social media platforms are important because it helps
in generating large number of customers who get attracted to the specific destination. This
eventually leads to higher customer base and profitability for the tourism company. Ráthonyi and
et.al., (2016) examined that, use of information communication technology plays a very
prominent role within the travel and tourism industry. Integration of the information should
technology results to higher success of the tourism. It is very useful for the customers or tourist
to get access to the pages information associated with the tour and travel services from anywhere
across the globe. It has been providing real-time information which leads to higher customer
experience. Social media tends to largely shape the emotions and perceptions of the tourist.
Social media largely influenced various aspects associated with the tourism industry which
includes local communities, tourists. It also helps in demonstrating the contribution of the social
media platforms to the tourism industry.
Parsons, (2017) established is view points by stating that, large number of tourists in turn
highly rely on the social media and digital media applications for the bookings of holidays and
trips in United Kingdom. With the high degree of reliance of tourist on internet and social media
it has become extensively important for the tourism industry which helps in evaluating the needs
and wants of the customers. Social media is very prominent because it tends to highly rely on
social media because it helps in adding ease to the life. Tourists tend to highly rely on the various
social media networks because it helps them learn and explore more about the new set of travel
destination. Tajvidi and Karami, (2017) examined the fact that, social media is considered to be
very useful in taking key decisions about the various trips to the future. Social media is also
considered to be as one of the effective marketing campaign which helps in delivering various
set of information to the tourist within few clicks. There are various travel and tourism
companies who has made their own page on the social media platforms which includes all the
information associated with the type of facilities, ambience and range of hospitality services are
provided to the tourists. Moreover, tourist can also customize their staying experience and
inform the same by using various set of social media platforms. It aids ease of convenience to the
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tourists because it largely helps in attaining higher operational goals and objectives for the
people.
Okazaki, Andreu and Campo, (2017) established is view points by stating that, Social media
is one of the prominent tool which is useful in effectively carrying out the destination marketing
organization. Use of internet and communication technology has led to the new era associated
with the tourism economy. Social media is a significant and one of the most powerful online
networking tool which is useful for the relevance of the social media for the tourists. Web based
social networking tends to have a gigantic effect upon the tourism business. Consumers tend to
engage with the range of social networking platforms related with the research trips and it is
useful in making informed set of decision in order to share the personal experience of the tourist
related with particular hotel and destination. Digital tourism has changed the way tourism has
been marketed. Publishing range of blogs related with the top destination and the lesser known
facts about the place is useful in increasing the curiosity among the travellers which helps in
exploring the new places. Llodra-Riera, and et.al., (2015) argued that, there are travel agencies
and other companies who has been using social media and the other platforms in order to make
travellers aware about the products and services which has been offered by the company. With
the use of social media platforms, the sharing of the information can be done to the large set of
audience within no time. There seems to striking growth within the business because of the use
of digital media. This results in overall growth and extension within the tourism industry. The
use of the social media sites with the help of internet has been used more frequently when
compared with the physical participation of the individual within the communication process.
However, the communication within the virtual world is more rapid. It is useful in transmission
of valid set of information using social media platforms.
To determine how emerging population of GEN Y and GEN Z who rely on the internet for
tourism.
Nash, (2019) sought to determine the fact that, Generations z is considered to be always on
traveller. Generation z tends to focus on travel consistently year round and still focus on making
spur of the moment travel plans. The explosion of the social media has reached the customers
and travellers. Moreover, marketers ought to think about the generation z and millennials, it is
considered to be very crucial to think about the use of the social media. However, bring the
digital natives it is considered to be very important that social media and demographics ought to
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go in hand in hand. Social media is considered to be one of the key which helps in reaching the
Generation y and generation z. The content which has been shared with the help of the social
media it is considered to be very crucial because it helps in providing peer to peer content which
largely attracts the customer towards specific destination. Moreover, Amaro and Duarte, (2017)
examined the fact that, Generation y and generation z ought to pick the travel destination and
bunch of adventurous activities which is usually based on what their friends and family has
posted online. However, generation y and generation z has imposed indelibe mark on the tourism
industry. Generation z and generation y has in turn grew up in a more connected world with the
help of the social media networks. Moreover, social media helps in gaining in person experience
which eventually leads to higher operational growth and sustainability. Posts on Facebook and
Instagram tends to highly influence the future travel plans of the tourists. Social media platforms
in turn are considered to very useful in catering attention of the tourists from across the globe to
visit specific destination. Hudson and et.al., (2015) stated that, Generation x and generation y
tends to focus on researching more about the particular destination with the use of the internet.
These social media sites are considered to be very useful because it helps in finding the best
possible way in order to select the specific destination. Social media is considered to be very
useful because it helps tourists in effectively analysing the reviews online by evaluating the true
reviews and feedback of the travellers from across the globe. This way it helps in taking the best
possible decision from the tourists to make appropriate choice associated with the travelling.
Okazaki, Andreu and Campo, (2017) established is view points by stating that, Generation
Zers are considered to be of the most prominent demographic who in turn tends to have high
degree of unparalleled sense associated with the global awareness. Travel in turn is considered to
be at the huge priority for the Generation Z. It is considered to be of the great relevance and want
to see more of the world. This helps travel industry to effectively focus on the attainment of the
better goals and objectives by catering attention of the right set of audience. Generation Y and
Generation Z must focus on providing mobile first approach which in turn helps in providing
authentic local experience to the customers. Generation Y and Generation Z are actively
participating within various social media platforms. Millennials and the Generation Z focuses on
forever changing the travel experience.
Subsequently, Chung and Han, (2017) argued that, with the increase in the use of the social
media marketing it is considered to be very crucial which largely attains the goals and objectives.
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With the high degree of availability of the Google, smartphones and social media it is considered
to be very important and has changed the experience of the tourist forever. Generation Z and
generation Y tends to highly focus on posting the pictures of the vacation online which makes
other tourist get attracted to the specific destination. Magasic, (2016) stated that, members of
both generation Y and Generation Z will likely to post various set of travel photos on social
media such as Facebook, Instagram, Twitter and Snapchat. Online review on such social media
applications in turn is considered to be very useful as it helps in increasing the brand image and
loyalty of the tourists towards the specific brand.
To examine how social media influence the decision making of the Tourists.
Madondo, (2016) sought to determine the fact that, social media highly influences the
decision making of the tourists. There are various set of social media platforms which in turn
largely influence the decision making of an individual tourists. There are various set of social
networking sites such as YouTube, Instagram, Facebook, Pinterest, Twitter, et cetera are
considered to be very useful for the tourists to gain wide set of information associated with the
particular destination. Social media marketing tends to generally influence the younger set of
generation which in turn affects the decision making of the tourists at a greater scale. Social
media largely influences the travel plan at a greater scale. Social media is considered to be very
useful because it helps in attracting large number of customers from across the globe. It helps in
encouraging the loyalty of the customers towards the particular travel brand or destination. There
are large number of pages which posts photos of the various travel destination. This way social
media helps in catering attention of the various customers from across the globe. This helps in
creating a valuable opportunity for the travellers which in turn largely influence the decisions of
the tourists.
Moreover, Magasic, (2016) examined the fact that, social media is very useful in presently
helps in creating wide degree of opportunity which helps in the attainment of the better results
from the various customers. Consumers which helps in properly carrying various set of informed
decision. Social media is an effective platform where the large number of people focuses on
sharing the personal experience of the people who has already travelled to various destinations
across the globe.
Moreover, Narangajavana and et.al., (2017) examined the fact that, social networking giants
such as Facebook is considered to be one of the top charts in social media platforms when it
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comes to planning or researching about a specific trend. Post which has been shared by the
friends and family members on Facebook with the help of social media platform is considered to
be way more when compared with the Google+ and Twitter. Younger tourists who are aged
between 18 years to 24 years of age are considered to be more likely influenced by the social
media platforms such as Facebook, Twitter and Instagram while making travel decisions. The
social media platforms which includes videos, photographs, comments tends to largely influence
the travel plans and decision making capability of the Tourists. Various applications such as
foursquare, Facebook, Instagram, trip advisor, Twitter tends to allow tourists to provide a
platform which helps in sharing the location of the place, post photos and also check in on the
real time basis. Online reviews on social media platforms associated with accommodation and
destination tends to largely influence the decision making capability of the tourist. Subsequently,
Llodra-Riera, and et.al., (2015) argued that, The traditional approach of word of mouth
marketing is also one of the most prominent approach which helps in influencing the decision
making of the tourist. Word of mouth helps in sharing their experience with the other person
which largely influences the decision-making. Word of mouth to have positive impact associated
with the specific destination, hospitality service and accommodation of a specific place. Word of
mouth in turn is considered to be as one of the most prominent approach which helps in
effectively sharing large set of information. It also helps in gaining true facts associated with the
travel experience.
Varkaris and Neuhofer, (2017) established is view points by stating that, social media tends to
offering wide range of virtual videos which in turn is considered to be very useful in featuring
out the various key destinations which helps in catering attention of the various customers. Since
the arrival of the web 2.0, especially the emergence of social media networking platforms key
part of the tourist. Moreover tourists tends to highly rely on the internet fir better interaction with
the travel company and various other customers. Travel and tourism company which is highly
integrated with such social media platforms which tends to use it as a promotion marketing tool
helps in reaching out the existing customers as well as creating more range of prospective
customers. Almeida-Santana and Moreno-Gil, (2017) stated that, the demographic diversity of
using high degree of social media tends to put greater advantage on leveraging more leads of
tourists. Moreover, 93% of the travellers across the globe tends to state that the online reviews
on the website or social media platforms tends to have greater impact on the booking decision of
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the travellers. However, reviews are considered to be one of the major factor which largely
influences the decision making of the tourists. Around 51% of the travellers across the globe
tends to write reviews associated with the accommodation of the trip. Around 17% of those tend
to write about the travel experience on social media platforms which in turn likely influence
various tourist across the globe.
Subsequently, Llodra-Riera, and et.al., (2015) argued that, Online platforms has the most
over the years and tends to have positive or favourable influence on the travel and tourism.
Online platforms are considered to be one of the greatest source which helps in providing large
degree of information to the tourists which largely influence their decision making related with
any travel plan. Community-based online travel sources such a stupid visor, lonely planet, make
my trip or, at Sectra tends to stand out as they are considered to be one of the most trusted source
associated with the travel information. Community-based online travel sources are considered to
be one of the major factor which largely influences the decision-making of the tourist.
Subsequently, Cheng and Edwards, (2015) argued that, Travel revuew website is considered to
be one of the most efficient platform which helps in giving large degree of information related
with the travel planning and also has in carrying out their own set of research related to the
particular destination. Social media platforms which contains information about the services
provided by the hotel such as free breakfast, room services, free lobby, free parking, etc. are
considered to be one of the top factors which largely influence the decision making process of
the travellers or tourist. Moreover, the key factors which largely influences the booking decision
of the tourist are Type of hospitality services, quality of hospitality services, price of the
accommodation, free breakfast, entertainment facilities, business Centre, gym, free Wi-Fi, etc.
are considered to be as one of the key sources which largely influence the decision making of the
tourists.
Ráthonyi and et.al., 2016) stated that, the consumer behaviour theory is mainly associated
with how the individual consumers focus on spending their money based upon the individual
preference and choice (Szmigin. and Piacentini, 2018). The consumer theory states that,
individuals tend to make choices and also take strategic decisions.
The customer service is considered to be as key direct one to one interaction between the
seller and the person who has been buying the product (do Paco, Shiel, and Alves, 2019). This is
useful in ensuring high degree of satisfaction among the consumers and leads to repeat business.
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RESEARCH METHODOLOGY
It is considered to be as the specific procedure which is useful in identifying, selecting and
analysing the information associated with the research topic. This is very useful approach
because it helps in examining the overall reliability and validity of the specific subject matter.
Research methodology is considered to be highly relevant because it helps in gaining in- depth
significant knowledge and information associated with the particular research topic.
Research methods: Research methodology is considered to be one of the most systematic
plan which helps in enabling researcher to properly structure each question and identify relevant
data associated with the research problem (Almalki, 2016). It is classified into quantitative and
qualitative research methods. The qualitative research method of the study is very useful in
getting theoretical and conceptual information associated with a specific research topic. It tends
to include textual, observation and visual analysis to gain relevant knowledge upon the subject
matter. It is useful in seeking relevant set of answers related with the how and why individuals
behave in a certain way. It is useful in gaining in- depth information related with the human
behaviour. On the contrary, quantitative research method helps in gaining statistical analysis and
numerical set of information to gain wider perspective on the specific research topic. It includes
objective measurement of the study which emphasize on the numerical and statistical analysis
which has been significantly collected with the help of surveys, polls, questionnaire, etc. It is a
systematic investigation of the key observable phenomenon with range of computational
techniques. The researcher of the study will select qualitative research methods to critically
determine the influence of social media on Tourists in the UK.
Research philosophy: Research philosophy is referred to as the belief to carry out the
study in a specific phenomenon which helps in gathering and analysing set of data in a particular
manner. It is classified into positivism and interpretivism philosophy. Interpretivism research
philosophy tends to largely emphasize on analysing qualitative set of data by interpreting various
set of elements by integrating knowledge and human interest within the specific subject matter
(Basias and Pollalis, 2018). It is also significant in interpreting the social world. It helps the
individual in shaping the society and attain relevant knowledge associated with the research
study. On the other hand positivism adheres to the factual and actual knowledge which has been
gained with the help of sensory observation such as trustworthiness and measurements. The
positivism research philosophy is very useful for the research was it helps in revealing a true
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nature about the subject matter. The researcher of the study will select interpretivism philosophy
to critically evaluate the importance and relevance of social media for Tourists.
Research design: Research design is referred to as a complete strategy which has been
chosen by the researcher to integrate various types of elements into the subject matter in a very
logical end. It is very useful to ensure that the researcher has evaluated all the research
problems. It is classified into exploratory and descriptive research design (Creswell and
Creswell, 2017). The descriptive research design is very excited because it has any making the
research will be carried out describing situation related with answering questions such as what,
when, how and where in order to give in-depth analysis. It is useful in describing the key
characteristics which is useful in describing the various questions related with the research
questions. It is useful in investigating the key set of one or more variables which in turn are
considered to be very necessary for carrying out the study in a significant and reliable manner.
On the contrary, exploratory research design very useful because it helps in investigating on the
problem of the research by effectively exploring the subject matter. The researcher of the study
will select descriptive research design to determine how emerging population of GEN Y and
GEN Z who rely on the internet for tourism.
Research approach: It is referred to as a systematic planned procedure which mainly
comprises of broad set of assumptions. It is effectively based on the specific research problem
which can be addressed by analysing and interpreting the wide set of assumptions. It is classified
into inductive and deductive approach. Inductive approach tends to gain wider set of perspective.
It is very useful because it tends to start with the set of observations which resembles certain
patterns. Inductive approach is considered to be phenomenal because it helps in generating a
certain set of conclusive theory towards the end. Inductive approach does not deal with the
hypothesis. It is useful in examining the key patterns and regularities within the study which
helps in reaching the conclusive points. On the contrary, deductive approach tends to effectively
explore certain set of phenomenon. It is considered to be very useful because it is based on the
development of the hypothesis and testifying the particular research process (Jensen, 2017).
Deductive approach is useful in developing a systematic hypothesis based on the existing set of
theories. It is useful in providing deductive means of reasoning to understand the topic on which
the researcher has been studying. Deductive approach is useful because it is prominent to analyse
the range of complex relationships between the variables and the concepts. The researcher of the
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study will select inductive approach to examine how social media influence the decision making
of the Tourists.
Data collection: It is considered to be as one of the most phenomenal approach because it
is considered to be very prominent in gathering wide set of information on the set components
and variables of the study. It is very useful because it helps in enabling the researcher to answer
all the relevant research questions on a timely and appropriate manner. It is classified into
primary and secondary source of data collection (Johnson, and Christensen, 2019). Primary
source of the data collection includes interviews, questionnaire, polls, surveys, investigation,
observation, etc. because it helps in the collection of the newest set of information for the
particular subject matter. On the contrary, secondary source of data collection mainly comprises
of books, journals, newspapers, articles, blogs, etc. because it helps the researcher in exploring
the set subject matter. It helps in gaining wider set of perspective on the research topic. The
researcher of the study will select secondary source of data collection in order to provide
appropriate recommendation which helps social media in improving the operations of tourism
industry. The secondary data has been selected because it helps in building upon the existing set
of research and also leads to gaining of better outcomes and results.
Data Analysis: Data analysis is considered to be as one of the most effective approach
because it helps in interpreting and analysing the various data sets which has been selected to
interpret the various elements of the study. Data analysis is considered to be very prominent
because it helps in modelling and transforming the various range of data sets in order to discover
newer set of information. It is classified into SPSS analysis and thematic analysis. SPSS analysis
is very prominent which helps the researcher to systematically analyse the complex set of
statistical data. It is considered to be very useful for the researcher to analyse the data with the
help of advanced analytical skills (Basias and Pollalis, 2018). Thematic analysis is considered to
be very prominent because it helps in extracting useful information by interpreting each themes
and variables of the study. Thematic analysis is also useful because it helps in analysing the
systematic patterns associated with the research study. The researcher of the study will select
thematic analysis examine how social media influence the decision making of the Tourists and
provide appropriate recommendation which helps social media in improving the operations of
tourism industry.
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Ethical consideration: It is referred to as one of the key integral part of the research
which will help me in carrying out the study with utmost degree of accuracy and efficiency. The
animals and local communities are not subjected to any sort of harm in any manner whatsoever.
Dignity and respect is given which helps in carrying out the research with utmost degree of
accuracy and efficiency. The researcher of the study has taken informed consent prior to the
study is very crucial to complete the dissertation in an ethical manner. The aim and objectives of
the study are adequate and any sort of deception or exaggeration related with the research is
avoided. The researcher has collected all the information from valid sources which means all the
data are true and fair (Maylor, Blackmon, and Huemann, 2016). The data which has been used
by the researcher for carrying out the research has been cited properly. Complete privacy has
been maintained which is one of the key ethical way to carry out the research study. Moreover,
adequate degree of confidentiality has been maintained by the researcher. Personal information
related with the personal name, bank details, credit or debit card details, etc. are considered to be
of epitome importance and must be protected using encrypted data security measures. The
researcher also ensures the anonymity within the specific research has been maintained. The
researcher must avoid any sort of deceptive practice. The communication between the team
members and other people associated with the research must be honest and transparent. All the
key information related with the research study must be disclosed effectively to the researcher.
No misleading information has been included within the research which is useful in carrying out
the study in an ethical and reliable manner.
Research limitation: These are referred to as those limitations which has not been
controlled by the researcher. Limitations within the research are considered to be as any sort of
influence, shortcomings and conditions which cannot be controlled by researcher. This impose
restrictions on the conclusion and research methodology. Time constraints is one of the major
limitation which has been faced by the researcher (Paltridge and Phakiti, 2015). Meeting the
deadline of the research is the limitation related with the study. However, in order to resolve this
limitation, the researcher of the study has developed time frame which is highly significant in
determining the amount of time which will be required to complete each task and meet the
deadline of the dissertation. Limited access to the resources is another limitation which has been
faced by the researcher. Due to low access to the data, the researcher has to restructure and
redesign the research in a different manner. However, the researcher has not let this affect the
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relevant outcomes of the research. Issue arising in the selection of the right sample size from the
diverse population is one of the key issue which has been faced by the researcher. The researcher
had limited access to the specific geographic location. This limitation has led the researcher to
face the difficulty in the selection of the right sample size from the large population.
FINDINGS AND DISCUSSION
Social media tends to have high degree of powerful influence on the tourism on choosing
the right destination and accommodation at the same time. Social media has high degree of
influence upon the travel and tourism industry. Consumers first engage with wide set of social
networking sites in order to make appropriate informed decision related with the travel and helps
in sharing their own set of personal experience for the specific hotel, airline and restaurant.
Social media sites on the internet today has been used more frequently when compared with the
physical participation. The social media platforms is a significant measure to convey various set
of information in an effective and virtual manner (Harrigan and et.al., 2017). The communication
within the virtual world is highly significant to spread news rapidly and fast. Social media helps
in encouraging individual to do everything speedily, and they do not have to wait for physically
interacting with the individual to completely understand the situation. It helps in making the
bookings easier, makes the decision process effective and also have virtual access to the specific
destination. It has been examined that, around 53% of the individuals who in turn are considered
to be as the potential travellers do not tend to book their hotel until and unless there seems to be a
review of the specific hotel which has been available on the social media sites. Approximately,
70% of the global tourist consumers tends to claim that, the most trusted information are the
reviews which has been given on the social media sites (Almeida-Santana and Moreno-Gil,
2017). Facebook and Instagram is considered to be as one of the greater source of marketability
which is significant in encouraging the travellers by the photos and videos which has been posted
by the friends and family members. This is one of the key prominent source which helps in
influencing and attracting the travellers to the specific destination. The reach of the tourism
industry is considered to be global and it attracts different people of varied countries in order to
visually see the specific destination, hotel, etc. virtually using right social media platform.
Giving advertisement in the social media is one of the key primary source associated with
advertising to the today's market world. Most of the hotels and tourism company has their own
personal website with their own online portals that can be effectively accessed by the potential
14

consumers. The tourist tends to rely on the travel experience of the other travellers and take
decision accordingly. Consumers tend to engage with the social networking sites which is a
significant platform to research about the trip. It helps the travellers in taking informed decision
about the travellers and is significant in sharing personal experience associated with the
particular hotel, destination, restaurant and airline. TripAdvisor tends to have a wide reaching
effect upon the industry. It helps the tourist in seeking travelling information and gain valid
source of advice from the trusted sources (Ráthonyi and et.al., 2016). The user generated
information is considered to be more authentic and credible for attracting large number of
customers. Around 200 million reviews has been posted on the TripAdvisor website and around
800 million active users has been sharing the images and videos on the Facebook. Social media
platforms like Instagram, Facebook, etc. is highly significant in publishing such discount, gift
cards, vouchers and promo code which is useful in attracting the large number of customers from
across the globe. This encourages the other travellers to get influenced by such post which has
been generated by the consumers. Social media is considered to be one of the key which helps in
reaching the Generation y and generation z. Generation y and generation z ought to pick the
travel destination and bunch of adventurous activities which has been posted online on the
various social media platforms. Social media as a customer relation manager is considered to be
simply impossible to ignore. The tourist has been using social media platforms to effectively
share their experience. It is useful in sharing the information on the real time basis. Social media
is useful in creating inbound marketing which is significant in sharing the key relevant set of
information about the travellers experience. Search marketing is useful in creating trustworthy
experience and connect with the relevant set of people on the social networks. Internet is
significant in improving and effectively expanding the tourism industry by effectively improving
the turnover ratio and is significant in making direct relationship with the customers. Internet and
social media is considered to be as one of the key prominent measure and the most profitable
medium linked with the tourism sales and tourism promotion. Facebook aims to have significant
potential to affect the emotions of the tourist and also improve the experience of the tourist.
There seems to striking growth within the business because of the use of digital media (Brandt,
Bendler, and Neumann, 2017). As supported by the Literature review, Generation y and
generation z ought to pick the travel destination and bunch of adventurous activities which has
already been carried out by the friends and family members and where the experience has been
15

posted on any of the social media platforms. Generation Z will likely to post various set of travel
photos on social media such as Facebook, Instagram, Twitter and Snapchat. Social media
platforms are important because it helps in generating large number of customers who get
attracted to the specific destination.
Social media is considered to be as a computer based technology which is very relevant
in sharing wide set of information, thoughts and ideas which has been built through virtual
communities and networks. Internet is the most profitable medium which helps in motivating the
tourist to get attracted towards any specific destination. Social media is useful in giving users the
quick electronic communication content in order to provide wide set of information and take
necessary decision effectively. Social media is highly influential when it comes to taking
appropriate set of decision regarding the travelling. Use of information communication
technology plays a very prominent role within the travel and tourism industry. One of the most
obvious measure associated with the social networking is that, it provides key relevant
opportunity in order to reach people anywhere across the globe ad helps in providing real time
information (Eyisi, 2016). Social media is useful in engaging the audience and also helps in
boosting up the traffic. It is useful in effectively interacting with the customers and take
necessary decision and make travelling more joyous and leisure. As supported by literature
review, Social media helps tourism companies to interact directly with the consumers with the
help of various digital and social media platforms.
As per the statistics and the trends, it has been examined that, there are approximately
45.1 million internet users as per the the 2019 report. The number of internet users has been
increasing in the Britain. The use of the social media platforms is one of the key integral part
within the United Kingdom. Women within the United Kingdom have more access to the social
media platforms which in turn can largely influence the tourists. Social media platforms like
Pinterest, Instagram, Facebook, Twitter, etc. tends to have high degree of influence upon the
tourism industry (Kim, and et.al., 2017). Approximately 74% of the travellers who has been
travelled to the specific destination tends to write reviews about their experience to the specific
destination. The social media platforms which comprise of photographs, videos, comments
largely influence the travel plans and decision making capability of the Tourists. Approximately,
70% of the global tourism consumer states that one of the most trusted form of information for
the consumer is reviews related with the specific destination on the social media platform or
16

sites. However, these social media is significant because it is useful in expanding the horizons of
the marketability within the tourism industry. The conventional approach related with the
advertising is longer considered to be practical. The online reviews associated with the specific
hotel and destination helps in increasing the confidence of the travellers. However, online
ratings, reviews of the customers on the personal website helps in increasing the confidence of
the travellers in order to make proper decision (Sigala, 2016). Social media networking sites
helps the tourist in reading the complete travel planning i.e., both pre and post during the trip.
This largely influences the decision making of the travellers who has been travelling to the
specific place. As supported by Literature review, there are various travel and tourism companies
who has made their own page on the social media platforms which includes all the information
associated with the type of facilities, ambience and range of hospitality services are provided to
the tourists. This way social media helps in catering attention of the various customers from
across the globe.
Referring to literature review, social media plays a crucial role for the travellers in
knowing the best places in the world that needs to be visited and also helps in choosing the low
cost package with the best amenities. Digital media website also enable the tourism companies to
interact with large customers at one platform so that it could create a large customer base which
in turn results to increased profits and sales of the company. It also helps the firm in knowing the
preferences and needs of the consumer with regard to meals and site seeing so that the package
could be framed accordingly. Moreover, through the use of social media websites consumers can
share their experience and can provide reviews based on which the other consumers can take
suitable decisions relating to select the most appealing and adventurous package. With the use of
social media, tourist can book their tickets at the best possible or minimum price (Sotiriadis,
2017). It helps them in exploring more information about new set of the travel destinations and
can obtained the detailed information in relation to ambience facilities, range of the hospitality
service etc. with just one click. Travellers could also customize their experience and share the
same at the digital platforms. Social media sites facilitates an ease of the convenience to tourists
as it largely enables in achieving higher level of operational objectives and the targets effectively
& efficiently.
Social media counted as most prominent tool as it helps in carrying out the marketing and
the promotional activities in appropriate manner. Further, the emerging population that is youth
17

deemed as highly reliable on internet and social media in terms of booking their travel package
and booking the tickets. This online platform is found as useful the in gaining the attention of
tourists across the world to the particular destinations. Moreover, this also assist the tourism
industry to emphasize on achieving the goals and the objectives to cater the right audience
(Magasic, 2016). In support of the Literature, it has also been viewed that social media is the
large platform which could help in making decision. The major social media websites include
Facebook, Instagram etc. which is used by most of the people and is the best digital site to
influence the decisions of the traveller and attracting them to visit the places.
In accordance to the statistic it has been analysed that social media deemed to have
higher degree of the powerful influence on travel and tourism along with the accommodation.
The trend shows that around 45 million of the internet users access the social media or online
pages of the travel & tourism industry. The analysis shows that around 3/4th of the global travel
companies are using the online platforms for targeting the majority of audience towards their
brand by promoting with special discount offers. For example- Make my trip offers free booking
and refund amount on lack of the services and bad experience of the customers on visiting the
hotel and staying in the rooms. Tourist can also customize their staying experience and inform
the same by using the personal website of the travel and tourism industry. This also serves as an
effective marketing campaign which is useful in delivering information to the tourist within few
clicks. Travel in turn is considered to be at the huge priority for the Generation Z. However, as
supported by the Literature review, Millennials and the Generation Z focuses on forever
changing the travel experience (Brandt, Bendler, and Neumann, 2017). Social media platforms
which contains information about the services provided by the hotel such as free breakfast, room
services, free lobby, free parking, etc. are considered to be one of the top factors which largely
influence the decision making process of the travellers or tourist.
Internet is very useful within the travel and tourism industry because it helps in transferring and
expanding the data. This way it helps the travel and tourism industry to increase the turnover
ratio and also the internet in the best possible manner. Internet is considered to be one of the
most effective way which helps in maintaining direct relationship with the customers and
increasing the customer base (Almeida-Santana and Moreno-Gil, 2017). Travelling tourism
agencies focus on using internet as it is considered to be one of the most profitable medium
within the tourism industry to promote and increase the sales of the company. Internet and social
18

media platforms are useful in speeding up the communication process and also providing the
customers with necessary details on a real-time basis. It is significant in creating better
impression and also provide high degree of relationship with the customers. Social media tends
to have high degree of significant impact upon the travel and tourism industry because
consumers engage with various other social networking sites in order to make informed decision.
Social media helps in connecting at a wider scale and help in allocating immediate access to the
tourist to attract them towards the products and services (Xiang and et.al., 2017). Internet is used
for allowing the improvements within the travel agencies breastfeeding of the communication
process of providing all the necessary information in the real time basis without any hassle.
Search engine optimisation is one of the effective process which helps in creating traffic to the
website and gaining reach. Blogs is also one of the key prominent measure which helps in
improving the outcomes. Optimising the website for mobile usage helps in attracting tourists.
Blogging is one of the most prominent measure or tactic which helps in telling the story and also
engaging the ideal customers to share their travelling experience. Blogs are one of the most
prominent vehicle for the content which helps in sharing and producing prominent set of
information upon social media accounts and also helps in engaging customers. Inventing and
developing Search engine optimisation strategy is considered to be highly vital for the tourism
business. Significant in building trust and loyalty among the customers. Social media platform is
useful because it helps in carrying out low-cost marketing and attain higher degree of potential
return on investment. Giving advertisement of paid search up on Google, Bing and Yahoo is
significant in making customers aware about the various products and services offered by the
company (Minazzi, 2015). Social media marketing through LinkedIn, Facebook and Twitter and
Instagram is highly significant in reaching out to the customers. This way it leads to higher
operational growth and efficiency. Blogs which has been posted upon various sites on the
Internet is useful and contains evergreen content. The content which has been shared through
email or any other social media is not that effective and has very short life as compare to the
blogs which are posted online upon website.
CONCLUSION
From the above carried out study it has been concluded that, Social media and digital marketing
has grown over the years. Travellers mainly focus on engaging with the social media platforms
19

which is significant in sharing the personal set of information associated with the travelling
experience. Social media platforms are important because it helps in generating large number of
customers who get attracted to the specific destination. Individuals tends to get excited from the
destination which has been shared on the social media platforms in order to effectively get
attracted towards the specific destination. Social media is considered to be very useful in taking
key decisions about the various trips to the future. Web based social networking tends to have a
gigantic effect upon the tourism business. Generation X and Y helps in effectively researching
more about the particular destination with the use of the internet. Moreover, online reviews is
considered to be very significant for the travellers which helps in taking appropriate set of
decision. It is useful in increasing the loyalty and brand image. It helps in taking valuable set of
opportunity and encourage the people to take decision for travelling. Post which has been shared
by the friends and family members using Facebook by using social media platform is more when
linked with the Google+ and Twitter. Word of mouth has positive impact on sharing personal set
of information which is linked with the travelling experience. 70% of the global tourism
consumer states that one of the most trusted form of information for the consumer is reviews
which has been stated on the social platforms. Travellers must focus on customizing the
experience which is useful in improving the functioning of the organization. From the above
carried out study it has been concluded that, the trend shows that around 45 million of the
internet users access the social media or online pages of the travel & tourism industry. Online
ratings, reviews of the customers on the personal website helps in increasing the confidence of
the travellers in order to make proper decision. The major social media websites include
Facebook, Instagram etc. which is used by most of the people and is the best digital site to
influence the decisions of the traveller and attracting them to visit the places. Customer reviews
is significant in improving the search engine optimization to effectively improve the credibility.
It also expands the brand image and also leverage and effectively gain better set of understanding
and take necessary customer decision. It helps in improving the trust of the customers and helps
in increasing the potential conversion rate. It is also significant in improving the confidence and
trust. It helps in quickly transmitting the information associated with the specific destination.
Consumers helps in engaging with research trips and is also significant in taking informed set of
decision. Hence, this is one of the key significant measure which means social media helps in
improving the tourism and attain higher operational goals and efficiency.
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Recommendation
Social media plays a big role in tourism industry. As it is said in today's world social media is the
creator and the destructive factor, both in any scenario. So it plays a vital role in tourism industry
too.
It is advised to keep a record of the ratings given by tourists for various places they visit. They
have a huge impact on the industry. It provides with the statistical figures also of what the
tourists like and what there preferences are in terms of place, atmosphere and various other
factors (Kiráľová and Pavlíčeka, 2015). The ratings for the places provide with the need to
improve them.
Also reviews should be taken which specify how the tourists felt at that place and what were the
things that they did not like which they want to be improved. It is beneficial as it provides with
the tourist feedback and gives the points to be seen upon, so it is a good thing to consider the
tourist reviews.
Also the hashtags of the tourists should be taken into consideration that they use while posting on
social media. For the placed they visit and the hotels that they stay in.
Also the tags of the locations that they add to their post.
That is also a critical part that is played by social media for tourism industry. It provides with the
most visited hotels and for the hotels that do not have much ratings, they get ideas what to
improve and how to improve.
Social media plays a very vital role here.
For the places that are already established and for the places that are less visited, each and every
review, every rating, every hashtag, everything matters that is posted on social media.
Social media marketing and Search engine optimization should be done by the companies so that
their websites and pages are promoted in the best possible way and they get the best results and
the industry grows in the best way possible.
Using of the information communication technology is considered to be highly significant in
improving the operational performance and productivity within the travel and tourism industry.
This helps in complying with the needs and requirements of the each individual person. Social
media tends to have high degree of impact upon the travel and tourism industry (Osei and
Abenyin, 2016). Consumers engage upon various social networking platforms in order to
research about the trips which helps in making informed set of decision and also share personal
21

experience related with the airline, particular hotel and restaurant (Harrigan and et.al., 2017).
Optimising the website for mobile usage helps in attracting tourists. It is very important to create
a mobile friendly website which helps in boosting up the capabilities and increasing the number
of travellers who are completely reliant on the mobile devices. Offering unique set of promotions
enticing customers to book for the specific travel package. Social media platforms like
Instagram, Facebook, etc. is highly significant in publishing such discount, gift cards, vouchers
and promo code which is useful in attracting the large number of customers from across the
globe. Engaging with the social media platforms helps in promoting the products and services
on a real-time basis.
REFLECTION
It was very interesting for me to carry out a dissertation. This study has help me determine
the various set of influence of social media upon travel and tourism industry. I had understand
how travel and tourism industry work and how beneficial is social media for the higher success
of the company. I had developed the understanding on various set of social media platforms
which are available like YouTube, Facebook, Pinterest, Twitter, Instagram, etc. which are useful
in gaining wide set of information related with particular destination, restaurant, hotels and
airlines. The most interesting part of this presentation for me it was to develop research
objectives associated with the Topic of the dissertation. I have thoroughly understand the key
aim of the study and develop objectives accordingly to gain wider aspects related to the subject
matter. This way it helps me gain wider perspective related to the study and solve various set of
research questions and problems. I have carried out the study for my own academic as well as for
my personal interest. This has broaden my knowledge upon the subject matter and attain wider
set of perspective related with the study.
Most interesting part of carrying out the study was to understand the diverse few points of the
various scholars while carrying out literature review section. Every author had different
perspective and insight up on the subject matter which has helped me understand the pros and
cons associated with a specific theme. The literature review was very useful for me because it
helped me in evaluating and also enumerating gaps associated with the research. The literature
review section help me gain argumentative data related with the aim and objective of the study. I
have understand that consumers tend to engage with various set of social media networking sites
in order to make an informed decision related with the travelling. It was very interesting for me
22

to find out that people get attracted by the post and videos which has been posted by the friends
and family members upon Facebook and Instagram.
Another key interesting part while carrying out this research study was to select the right and
correct research methodology to gain valid and reliable set of data. I have selected secondary set
of data collection which is significant in gaining appropriate set of information related with the
subject matter. It helps me gain qualitative aspects related with the study and attain in-depth
knowledge. The most interesting part was that the data has been collected through thematic
analysis it is useful in evaluating the systematic patterns and variables associated with each
theme.
It was highly excited for carrying out the findings section of the study because it has helped me
improve my knowledge upon the subject matter. This study is considered to be highly
phenomenal because it has helped me significantly evaluate the key statistical aspects associated
with the study. This is one of the most interesting part of the study because in this chapter I have
linked the current data sets with the literature review and has helped me gain wider perspective
related with the subject matter. It was very useful for me to effectively understand the key
statistics and determine that people posting pictures and videos on the Facebook and Instagram
influences the individual to take necessary decision. I have also understood that, Generation y
and generation z ought to pick the travel destination and bunch of adventurous activities which
has been posted online on the various social media platforms. I have also analysed various facts
and figures which has broaden my knowledge. I have also analysed that, 74% of the travellers
who has been travelled to the specific destination tends to write reviews about their experience to
the specific destination. I have examined that, online reviews upon the personal website plays
one of the key significant role in influencing the decision of the tourists. Moreover, blogs is also
one of the effective measure which helps in attracting the large number of tourist to a particular
destination, hotel or restaurant. Another, interesting part of the study was to conclude and
summarize the data collected. I have concluded wide set of data which has helped me gain better
set of understanding associated with the subject matter. This section has helped me summarize
key information and gain answers to the research questions and problems. It was very interesting
for me to carry out the recommendation section to take necessary measures to improve the use of
the social media within the tourism industry.
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