Thomas Cook UK: Impact of Tourism Website on Customer Purchases

This research report examines the role of tourism websites in influencing the purchase behavior of customers, specifically focusing on Thomas Cook UK. The study employs an inductive research approach with a descriptive design and interpretivism philosophy. Data collection involves both primary data through questionnaires administered to 50 Thomas Cook customers using random sampling, and secondary data from books and journals. Qualitative data analysis reveals that customers prefer online websites for tourism information, with Thomas Cook's website providing 24/7 assistance and comprehensive tourism package details, enhancing customer satisfaction. The research concludes that tourism websites significantly influence customer purchase decisions, attracting a large customer base and improving the overall performance and profitability of Thomas Cook by providing effective assistance and resolving customer queries promptly.

TASK 4 RESEARCH PROJECT

Aims and objectives of study
The main aim behind carrying out the present study will be “To
analyse the role of tourism website in influencing purchase
behaviour of customers: A study on Thomas cook UK”. Further, for
accomplishing aim of the study following objectives will be set which
are as follows:
To determine the significance of developing tourism website in
the modern era
To identify the range of factors affecting purchase behaviour of
customers
To analyse the key benefits of designing effective websites for
tourists of Thomas cook
To recommend the effective was through which Thomas cook can
influence purchase behaviour of its target market

Methodology
 Research approach: Inductive
 Research design: Descriptive
 Research philosophy: Interpretivism
 Data collection: primary (Questionnaire)
Secondary (books and journals)
 Data analysis: Qualitative themes
 Sampling: 50 customers of Thomas cook (random
sampling)

Findings
 Customers prefer to access online websites for obtaining tourism related
information
 Website of Thomas cook provides 24*7 hours assistance to its target market
 Information linked with tourism package is obtained through website of firm
 Information shared by enterprise enhances satisfaction level of target market
 Majority of customers prefer to purchase tourism services due to presence of
effective websites
 Website information influences purchase behaviour of customers
 Website of Thomas cook attracts large number of customers towards its services
 Queries of customers are resolved by company through its website on time
 Time to time layout of website is changed by company

Conclusion
From the entire study it has been found that tourism website plays
most crucial role in influencing purchase behaviour of target market.
Further, customers are directly attracted towards the website
developed by enterprise and in turn they prefer to access important
information linked with services and in this way purchase decision is
influenced with the help of this. Moreover, company has designed its
website so as to provide proper assistance to the target market and
through this overall performance of enterprise has been improved in
the market. Apart from this it is providing large number of growth
opportunities to Thomas cook such as stronger customer base along
with rise in profitability level which is regarded as one of the main
aim of firm behind carrying out overall operations in the market.

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