Analyzing Advertising's Influence on Thomas Cook Customer Buying

This research project examines the influence of advertising on customer buying decisions within the travel and tourism sector, specifically focusing on Thomas Cook in the UK. The report begins with an introduction to the booming travel industry and the role of advertising in shaping consumer preferences. Task 1 outlines the research objectives, questions, and methodology, including the formulation of a research outline, identification of influencing factors, and a critical review of key references. Task 2 focuses on matching resources to the research questions and conducting the research, including data collection and analysis through questionnaires. The report presents findings on the impact of advertising on customer decisions, including the effectiveness of advertising strategies, the influence of social media, and customer expectations. Task 3 includes an evaluation of the research techniques, interpretation of results, and recommendations for further consideration. Finally, Task 4 covers the presentation of research outcomes using an agreed format.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulation and recording of possible research outline specification.............................1
1.2 Identification of factors which contributes to the process of research project selection..2
1.3 Undertaking of critical review of key references.............................................................2
1.4 Draw research project specification.................................................................................4
1.5 Appropriate plan and procedure for agreed research specification..................................4
TASK 2............................................................................................................................................7
2.1 Matching resources efficiently to research question or hypothesis..................................7
2.2 Undertaking of proposed research investigation in accordance with agreed specifications
and procedures........................................................................................................................7
2.3 Recording and collate relevant data where it appropriate................................................8
Theme 1: Yes, Thomas cook is adopting advertisement strategy....................................................9
TASK 3..........................................................................................................................................11
3.1 Appropriate research evaluation technique and why it is appropriate...........................11
3.2 Interpretation and analysis of result in terms to original research specification............11
3.3 Recommendation and justification of areas for further consideration...........................16
TASK 4..........................................................................................................................................16
4.1 Use agreed format and appropriate media to present outcomes of research..................16
REFERENCES..............................................................................................................................17

Topic- The impact of advertising of travel and tourism on buying decision of customers - A
study on Thomas Cook, UK
INTRODUCTION
Travel and tourism is booming industry around the world. It is important that supply and
demand factor to an enterprise is analysed. In every country, there are differed programme which
developed in order to promote travel and tourism activities systematically. Advertising is one of
the effective strategy for building, creating and sustaining brands. It plays vital role in order to
grab attention of customers (Cárdenas, Byrd and Duffy, 2015).
Thus, customers get influenced easily through advertising policy of company which is
designed to create brand preference in eyes of consumers. Adverting is need to be done
undertake in order to establish basic awareness about product and services so that potential
customers in enterprise can be targeted.
Present report is based on the business activities of Thomas Cook which is a global leading
enterprise that provides Holiday solution to its customers in UK. It is the best known firm for
funding tour and travel agencies. The main objective of business entity is to influence customer
buying decision, so that entity can process activities systematically.
TASK 1
1.1 Formulation and recording of possible research outline specification.
Background of research-
The present research is based on travel and tourism activities of Thomas Cook, UK. The
main purpose is to target potential customers so that they can influence buyers in market. In
order to have enhancement in profitability of a business, it is crucial to influence customer
(Rasoolimanesh, Jaafar and Ahmad, 2017). This enterprise takes initiative to provide effective
marketing strategy with help of which potential customer can be targeted. Advertising will also
helpful in generating awareness among customers about the working of an enterprise and aims at
facilitating brand recall. The current research will focus on impact of advertising onto buying
decision of customers into travel and tourism industry. As advertising and all sort of promotional
activity is having majorly
Aim-
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To analyse the impact of advertising on buying decision of customers in travel and
tourism industry: A study on Thomas cook, UK.
Objectives-
1. To analyse the way advertising policy used by travel and tourism industry in UK.
2. To examine the current expectation of customer to influence buying decision of
customer.
3. To identify how travellers will get influence by advertising at the time they are booking a
holiday.
4. To recommend ways to influence buying decision of customers in Thomas Cook
enterprise of UK.
Research questions:
1. What is the way advertising policy used by travel and tourism industry in UK?
2. How current expectation of customer influence buying decision of customer?
3. How travellers will get influence by advertising at the time they are booking a holiday?
4. What are the ways to recommend the ways which will influence the buying decision of
customer in Thomas Cook enterprise into UK?
1.2 Identification of factors which contribute to the process of research project selection.
Rational- The main aim is to influence the buying decision of customer in relation to travel
and tourism activities. It is needed to be done in systematic and effective mode. With help of
aware the customer about the product and services in the market they are able to earn long term
of productivity (Zamfir and Corbos, 2015). Thus, enterprise need to focus over number of
advertising strategies with help of it customer can be sustain in market for longer period. The
rational of this project report is to analyse the impact of the advertising on the travel and tourism.
This will be helpful in order to develop the depth insights about the use of research project
selections. On the other hand, researcher must identify that how travellers influence by
advertisement at the time of booking the holiday.
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1.3 Undertaking of critical review of key references.
This is an analysis of individual's response to advertising campaigns in terms of
destination awareness, visitation and visitor expenditures this is the most widely used techniques
of tourism advertising campaigns. To analyze how advertising policy used by travel and
tourism industry in the UK. Travel and tourism plays significant role for the growth of UK
economy and advertising is the most important method used in promotion of goods or services
offered by tour and travel entity. The key elements that the travel companies in UK use in
advertising or promotion for success is by increasing travel trade distribution, improving UK visa
process and media marketing.
On the other hand, Bunakov, Zaitseva and Zhukov, (2015) conversion traditional studies
they have found that individual required information, so that they can make decision about
whether to travel or not at the specific destination.
In today's Era of technology, social media marketing plays lot in advertising the visitors
visit the site and the easily interact with the clients or company.
The advertising strategies that are used by Thomas Cook travel and tourism are
destination advertising, Travel services, best packages advertising. There are basically two
methods used by any industry for promotion campaign. The first is pre-launch: that is television,
press, media and the second one is that time of launch: that includes special offers, discounts,
sales, digital marketing etc.
Thomas Cook arranges the time to time campaign for the advertising of the company
which is very beneficial to achieve the desired goals of the company. The television
advertisement plays a vital role in promoting the services offered by company and informing
people about the tours and packages. The Ads are the story telling of the brand Thomas Cook
which attracts the UK people. The travel and tourism plays a significant role for the UK strong
growth economy and advertising is the most important method used in any promotion of tour and
travel entity.
Travellers will get influence by advertising at the time they are booking a holiday.
As per the view of Amir, Ghapar and Ahmad, (2015) has adopted many approaches in
assessing tourism advertising by development including the true and quasi-experimental design,
econometric modelling, aggregated buyer-purchaser modelling and conversion analysis.
However, numbers of studies found that only small portion inquirers are used to take decision
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related to tourism and travels. Here it is stated by that the travel planning is a highly complex
process which required numbers of decision to be taken in context of destinations.
Also, they include travel party, accommodations, length of trip, attractions and activities.
This helps them to take decision about where to travel and which destination is satiable to them.
The goal of this study is to establish foundations on the degree to various travel components.
Therefore, overall trip is influence by travel advertising. On the other hand, Amir, Ghapar and
Ahmad, (2015) he argues that destination advertising should consider the role of each of that
facts which affects the nature of visitors and this process is a complexes process.
The travel decision process seems to be implicitly recognised by DMOs when one
considers the promotional materials and websites of many DMOs include information on the
wide ranges of activities related to their destination plans. Also, this provides information needs
of travellers explicitly. This acknowledges the visitor expenditures occur across all the other
activities. From this it also appears that the approaches used by DMOs in measuring
effectiveness of their advertising do not reflect multi-facets of tours and travels.
On the other hand, Cheng, Wu and Wu, (2017) they argued that a facets-based
advertising response model is needed to be more effective in order to grab attention of travellers
through destination advertising. The social media has huge impact on travellers to book the
holiday package and they book their tickets from various sites which are trust worth. Therefore,
they search for various sites on different websites and get holiday packages by comparing
various sites. From the advertisement, it gets easy for travellers to select best holiday destination
and get package in the best possible price. Therefore, they can offer best possible price to their
customer and attract more clients.
Travel and tourism industry plays an important role in the growth of the economic growth
of one's country. Before, booking the holiday’s package for their customer they can investigate
all the possible package available in their ranges. It will make easier for customers to make
choice from it. As per the views of Bunakov, Zaitseva and Zhukov, (2015) travel organisation
makes sure that their customers are satisfied with holiday package offer by them. Therefore, tour
operator should provide all terms and condition of their agencies to the customers. Also, there
rules and polices should be clearly mention in that holiday package. They should not mislead
their customers and provide proper information to them.
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1.4 Draw research project specification
The effective investigation can be conducted successfully with help of effective research
methodologies such as:
Research philosophies- it enables researcher to have appropriate information with help of
technique as are interpretivism and positivism. To carry out research, the investigator will make
use of interpretative techniques so that effective conclusion can be drawn.
Research design- To carry out the research effectively, there are three types of design as are
experimental, descriptive and exploratory. Descriptive will be used for the present study. In this,
descriptive research design will be used,
Research approach- In this, there are two approaches inductive and deductive which can be
used. Thus, inductive theory will be used as it works as to flow the information in generalised to
broad manner. Deductive aims at testing the theory effectively (Why Tourism Advertising Is
More Powerful Than You Think, 2015.).
Data collection- In this, there are two methods, such as primary and secondary. Primary will be
used for collecting first-hand information and it can be done with help of questionnaire basis. In
this, secondary research will be carried out with help of media, book and journals etc. Under it,
primary technique will be adopted on the basis of questionnaire.
1.5 Appropriate plan and procedure for agreed research specification.
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TASK 2
2.1 Matching resources efficiently to research question or hypothesis
In this assignment, analyst has differed factors and procedures which can impact the
purchasing activities of an enterprise. Thus, present research methodology will be useful to carry
out the entire research activities. With help of breaking down each information systematically
each survey of an enterprise can be gathered. In order to carry out research effectively, it is
essential to gather the data through survey method.
2.2 Undertaking of proposed research investigation in accordance with agreed specifications and
procedures
It is need to be conducted in order to get the depth knowledge. It has been discussed in
below context as are-
Research Philosophy- It is effective term which helps to define the process which runs the
business activities in systematically manner. It is the kind of belief with help of which
information can be gathered. It is the kind of epistemology which defined that what things are
known to be true. With help of it effective information can be gathered. It can be defied in
various categories as are ontology, positivism, realism and interpretivism etc. In order to carry
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out the present research the focus will be made on the objectives and aims which are been set. In
this, the research will carry out the both combination as are positivism and interpretivism.
Research Approach: Its role is collecting and evaluating the information in order to reach the
aim of the study. It is one of the effective source in order to carrying out the aim of study. In this,
the two approaches will be taken as are inductive and deductive. Thus, deductive approach can
be called as the best down approach. In addition to this, inductive approach will work as to move
from specific observation to broad generalisation. With help of using the broad generalisation the
depth information about the tour and travel sector can be known.
Research design- It is one of the design which works as to provides the information about the
specific strategy which will be helpful to carry out the depth of the study. It is adopted by the
researcher in order to determine the logical and coherent integration of the differ components of
the study. It can be defined in the following manner as are namely, exploratory, descriptive and
explanatory etc (Ellis and Sheridan, 2014). To carry out the present research the descriptor
research design will be used. It is one of the effective methods which will be inclusive of case
study, observation and survey. In addition to this, it can be said that this design will be helpful to
gain the depth knowledge about the impact of technological advancement on travel and tourism
sector.
Data collection- It is one of effective method which work as to collects the necessary
information. It can be defining in manner as are primary and secondary. Moreover, to find out
the implication of advertisement strategy on the travel and tourism both method will be used as
are primary and secondary. In this secondary source, the information will be collected with help
of books, journal and media etc. in addition to this primary method will be conducted with help
of using the primary survey.
Sampling- In this, there are two kind techniques as are probabilistic and non-probabilistic. In
relation to do present study, there will be utilization of probabilistic testing strategy. In this,
sample of 20 customers will be taken with the help of probabilistic sampling method. In this all
things will be done with help of using simple random sampling method.
Data analysis- It is one of the method which will be inclusive of things as are coding, cleaning
and changing of information. With help of it effective conclusion can be drawn in impelling
manner. In this way, two techniques will be adopted as are qualitative and quantitative. In order
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to carry out the present research the qualitative method will be used and it also helpful to gather
the detailed information of study will be gathered.
Ethical issues- In this, confidentiality of the data is need to be protected. The prior information
of the participants is need to be gathered before informing about the study. Thus, unauthorised
access to data is need to be checked in timely manner.
2.3 Recording and collate relevant data where it appropriate
Theme 1: Yes, Thomas cook is adopting advertisement strategy.
Do you think Thomas cook,
adverting about their product
and services? Frequency %
Yes 14 70.00%
No 5 25.00%
May be 1 5.00%
Total 20 100.00%
Theme 2: Yes, advertisement and mass media is effective in terms to enhance productivity.
Is advertisement and mass
media being effective in
promoting the goods or services
offered by company? Frequency %
Yes 17 85.00%
No 2 10.00%
May be 1 5.00%
Total 20 100.00%
Theme 3: Yes, customers get the influence with advertisement and it also impacts on
buying decision.
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Does customer gets influence
after seeing advertisement? Frequency %
Yes 18 90.00%
No 1 5.00%
May be 1 5.00%
Total 20 100.00%
Theme 4: Yes, social media is one of effective tools to advertise firm’s products.
Is social media an effective tool
to target potential customers? Frequency %
Yes 17 85.00%
No 2 10.00%
May be 1 5.00%
Total 20 100.00%
Theme 5: Yes, social media triggers potential customers to firm.
Do you think social media
advertisement trigger customer
to buy products and services. Frequency %
Yes 17 85.00%
No 2 10.00%
May be 1 5.00%
Total 20 100.00%
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