Impact of Social Media on Tourism: Thomas Cook Case Study

This report assesses the impact of social media on tourism activities in the UK, using the Thomas Cook Group as a case study. It analyzes how social media, particularly Facebook, influences online buying, travel schemes, and marketing strategies. The report explores consumer behavior, highlighting the effectiveness of online campaigns and direct access to online booking. It also examines the challenges faced by Thomas Cook in utilizing social media, such as inconsistent advertisement launches. The research uses themes derived from student perspectives, referencing academic sources to support its findings on the role of social media in the growth, development, and market performance of tourism businesses. The study also includes references to relevant books and journals.

RESEARCH PROJECT
TITLE: “To assess the impact of social media on tourism activities in UK – A Case
Study on Thomas Cook Group”
In this poster we have covered the details of the impact of the social media platforms on
the tour and travelling firm that will help in effective management of the operations and
improve the market performance, customer satisfaction and revenue generation of the
firm that will help in better rise in effectiveness of the firm. The poster covers the details
of Data in the research process which is as follows:
7
8
5 Launching online
campaign
Online buying
and selling
Networking
Events
As per them 9, it has been analysed that best marketing strategy offered by social media advertising is online buying and selling. Like as per 8
travellers, the travel advertisement on social media provides direct access to online booking which makes easier for the consumer to directly book
tickets and travel scheme according to their convince. The interest of travellers in secured via online buying because in this the students books schemes
mid night or time of happy hours when instant discounts are launched for limited period (Zha, Yang, H and Huang, 2018). Apart from this, 7
consumers believe that launching online campaigns is the best marketing strategy for tourism business offered by social media advertising.
Always
Sometime
Rarely
Never
0 1 2 3 4 5 6 7 8 9
4
8
6
2
Frequency
Theme 10: Thomas cook make use of social media advertising but
sometimes
According to theme 10, it can be concluded that the tourism organisation Thomas
Cook makes use of social media advertising but sometimes because the student stated
that there are times of season when the individuals seeks for discounted schemes but
are unable to connect with firm. However, there were 4 people who stated that the
firm launches' advertisement all the time but is for limited period due to which the
travellers are unable to know about changing travel and schemes of organisation.
Theme 5: Yes, Facebook has assist Thomas Cook in managing growth and
development.
As per theme, it has been evaluated that according to 14 students Facebook is the
channel which is assisting Thomas good in its successful growth and development
because with the help of commercial launch on Facebook the firm is able to connect
with a million travellers at one time. 14
4
2
Yes
May be
No
REFERENCES
Books and Journals
Chesher, M., Kaura, R. and Linton, P., 2013. Electronic business &
commerce. Springer Science & Business Media
Figueroa-Domecq, C., Pritchard, A. and Villace-Molinero, T., 2015.
Tourism gender research: A critical accounting. Annals
of Tourism Research. 52. pp.87-103.
Gora, W. and Bauer, H., 2013. Virtuelle Organisationen im Zeitalter
von E-Business und E-Government: Einblicke und Ausblicke. Springer-
Verlag