Tourism Website Role in Purchase Behavior

This project explores the role of tourism websites in influencing customer purchase behavior, focusing on Thomas Cook UK. It includes a research proposal, literature review, methodology, findings, and recommendations. The study uses a descriptive design with an inductive approach, collecting data from 50 customers through questionnaires. The findings highlight the significance of website information in purchase decisions and customer satisfaction. The project concludes with recommendations for improving website effectiveness, emphasizing the importance of updated content, user-friendly design, and search engine optimization.

RESEARCH PROJECT
1

Table of Contents
TASK 1 ................................................................................................................................................3
A RESEARCH PROPOSAL ...........................................................................................................3
1.1 Background of the study............................................................................................................3
1.2 Rationale of the study .............................................................................................................4
1.3 Aim and objectives ....................................................................................................................5
1.4 Analysis and framework ...........................................................................................................5
B LITERATURE REVIEW ............................................................................................................5
Significance of tourism website ......................................................................................................5
Factors affecting purchase behaviour of customers ........................................................................7
Key benefits of designing effective websites ..................................................................................7
C RESEARCH METHODOLOGY ...............................................................................................8
3.1 Research design ........................................................................................................................8
3.2 Research approach.....................................................................................................................9
3.3 Data collection ..............................................................................................................9
3.4 Data analysis ......................................................................................................................9
3.5 Sampling ...................................................................................................................................9
3.6 Research philosophy .................................................................................................................9
TASK 2...............................................................................................................................................11
A planning and organising necessary resources ............................................................................11
B Recording and collecting relevant data .....................................................................................13
TASK 3 FINDINGS ..........................................................................................................................16
A Findings and analysis ................................................................................................................16
B Recommendation and conclusion..............................................................................................24
TASK 4...............................................................................................................................................26
A Presenting the outcomes of the entire research..........................................................................26
REFERENCES...................................................................................................................................27
2

TASK 1
A RESEARCH PROPOSAL
1.1 Background of the study
In the modern era to sustain in the market for longer period companies operating in travel
and tourism sector have started to target its customers with the help of effective online websites.
Further, it is acting as an development tool for entity as through development of appropriate
websites it is possible to share important information with the target market and in turn need of
customers can be satisfied in efficient manner (Bernick and Boo, 2013). Moreover, need and
requirement of customers changes time to time and due to this reason it is necessary for every
company to gain proper information in relation with the actual requirement of the target market.
Websites are developed by tourism companies in order to provide customers 24* 7 hours assistance
and they can take benefit of the services being rendered by tourism enterprise. On the other hand,
competition level is rising at faster pace and if in case any business is not operating online then it is
having adverse impact on enterprise. Therefore, to deal with this challenge firms are having strong
focus on building tourism websites and this directly assists management in accomplishment of
desired goals along with objectives.
The present study being carried out will be based on the role of tourism websites in
influencing purchase behaviour of target market where Thomas cook will be chosen as one of the
organization which operates in tourism sector and well known in the market for range of services it
delivers to its target market (Buhalis, 2000). Further, business has introduced well effective website
through which its customers are targeted in appropriate manner. Apart from this, the changing
market trend along with overall requirement is encouraging firm to focus on actual need of its
customers. On the other hand, development of websites allow company to satisfy need of its target
market in efficient manner and it becomes easy for management to grab opportunities present in the
business environment. Due to this basic reason development of appropriate websites have become
must for enterprise and it leads to accomplishment of desired aims along with objectives. In short,
customer expectations can be well met by enterprise when online websites are present and they
assist in solving customers query which is must for every business (Dolnicar and Laesser, 2007).
Apart from this, the growing tourism market is allowing company to provide more convenience to
its target market and is acting as an development tool for the business.
Company overview
Thomas cook is a British global travel firm which was founded on 19th June 2007. At present
the group owns four operators along with the charter airlines which are based in United Kingdom.
With the changing market scenario people had a fascination to explore new places and firm has
3

shaped the modern travel experience by understanding the actual requirement of its target market
and inspiring their dreams. Further, company is well known in the market for its innovative services
which are delivered to customers for enhancing their satisfaction level. Business is proud to serve
22 million customers and this has assisted in enhancing customer base of the entity in every
possible manner. Main core of the strategy of enterprise is to deliver high touch approach, high tech
and delivering range of services which well suits their requirement. Company is regarded as one of
the world's leading leisure travel group with sales of over £8.5 billion in the year 2014. This
represents overall effectiveness of enterprise in carrying out overall operations in the market. At
present enterprise has employed around 22000 staff members and operations are carried out in 15
markets. Shares of enterprise are listed on London stock exchange. Moreover, time to time services
of enterprise are modified as per changing need and requirement of the target market and this has
provided base in enhancing productivity of firm. Further, overall tourism sector of UK is growing at
faster pace and this is directly beneficial for firms who are carrying out operations in this sector.
Business has developed its own website where large number of facilities are provided to target
market through this such as holiday packages, range of offers, contact number etc. Every kind of
information provided to the customers are beneficial for them and they take purchase decision on
the basis of same.
1.2 Rationale of the study
The main reason behind carrying out present study will be “To analyse the role of tourism
website in influencing purchase behaviour of customers: A study on Thomas cook UK ”. Further,
enterprise has developed well effective website so as to provide full support to its target market and
this leads to accomplishment of desired aims and objectives. Moreover, in the modern era no firm
can operate efficiently in the market if proper websites are not at all developed by enterprise. Apart
from this, it is well known fact that customers are information seekers and they undertake different
ways through which appropriate information can be gained linked with purchasing services of
tourism. Thomas cook carry out operations in the market where competition level is quite high and
this sometime prevents firm from accomplishing its major objectives such as enhancing profitability
level along with market share.
Apart from this development of proper websites support company in knowing whether
customers are served in proper manner or not. At present, majority of customers prefer to buy
tourism services with the help of online websites developed such as schemes introduced by
company are shared through websites and it is considered as one of the most appropriate way for
attracting customers (Holm, 2006). On the other hand, changing market trends is encouraging target
market to purchase services online as it is considered to be more convenient for them. In short,
4

without developing proper website no tourism company can operate in the market for longer period
of time and it will have adverse impact on the business operations. Further, it becomes easy for
organization to distinguish itself from those of its competitors present in the market and
differentiated services can be offered to target market as per their expectations.
1.3 Aim and objectives
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
Research questions
 What is the significance of developing tourism website in the modern era?
 What are the range of factors which influences purchase behaviour of target market?
 What are the main advantages of designing effective websites for tourists?
1.4 Analysis and framework
The present study being carried out will be descriptive in nature where main stress will be
on providing description of the topic being chosen for study. Through this design it will be possible
to carry out research thoroughly and this can lead to accomplishment of overall aims and objectives
of the research. Further, inductive approach will be employed where results move from specific to
general, interpretivism philosophy will be used where it becomes easy to interpret results (Mitchell
and Jolley, 2012). Data will be collected from 50 customers of Thomas cook and technique of
random sampling will be employed for the same. Data will be analysed through qualitative
technique where different themes will be formed on the basis of which it will become easy to know
the overall response provided by the target market. So, these are some of the research
methodological tools which will be employed for conducting present study.
B LITERATURE REVIEW
Significance of tourism website
According to Kolb (2006) in the modern era every tourism company has started to develop
its own website so as to share important information linked with services with its valuable
customers. Further, it allows business to operate efficiently in the market and acts as development
tool. Moreover, rising competition is encouraging company to provide proper support to the
5

customers by sharing important information with them and this directly assists in accomplishment
of desired aims along with objectives (Kolb, 2006). Every tourism business wants to enhance
awareness in the market for which it is required to design proper websites so that customers may
not about the range of services. In short it allows business to gain competitive advantage and
enhances overall performance of enterprise in the market. As per view of Kotler, Bowen and
Makens (2006) to deal with challenges in the market it is must for every business to have proper
website so that more stronger relationship can be build with customers and company is being able to
deal with sustainability issues. Through websites firms are able to share important information with
customers such as discount, offers and other type of additional services introduced and on the basis
of this purchase decision is taken by target market. Apart from this, decision making process of
consumers is complex in nature and when customers are not having appropriate information
regarding services then it is not at all possible to influence them to purchase tourism services
(Kotler, Bowen and Makens, 2006).
Tourism websites are designed with the motive to satisfy the need of the target market in
efficient manner and this enhances customer base of enterprise. Further, market trend is changing at
faster pace and without obtaining accurate information regarding services customers cannot be
influenced to purchase the same (Li and Petrick, 2008). Therefore, its importance has enhanced in
the modern world and it provides ample of opportunities to business enterprise operating in the
tourism market. However Hall and Page (2014) argued that the design along with content of tourism
website matters a lot where customers generally reads the content being shared through the website.
Information linked with additional offers, discount etc are regarded to be more effective and
through this large number of companies attract its customers in the market. Moreover, firm has to
ensure that design of the website is attractive and information is easily accessible which is
convenient for customers (Hall and Page, 2014).
Further, information linked with different destination places is important and such type of
data is required by target market as this can provide them value for money experience. On the other
hand, development of appropriate website supports business in creating positive brand image in the
minds of target market which is regarded as one of the main aim of business behind carrying out
operations in the market. As per view of Mancini (2012) through development of appropriate
websites different photos along with videos are shared by enterprise with its customers and it
directly acts as source of attraction (Mancini, 2012). Strengthening customer base is considered to
be one of the main aim of every company and this is only possible when management provides
proper support to its valuable customers by sharing information with them on continuous basis.
6

Factors affecting purchase behaviour of customers
Their exist large number of factors which affect purchase behaviour of target market. As per
view of Bailey, Mendez and Zhai (2014) type of information shared with target market is regarded
to be one of the most crucial factor which affects purchase behaviour of target market. By designing
website it becomes easy for enterprise to share crucial information with customers on the basis of
which it is decided whether to purchase the service or not. Moreover, it is necessary that type of
information shared with customers matches with their requirement otherwise it will be of no use
(Bailey, Mendez and Zhai, 2014). Further, it is well known fact that before purchasing any type of
tourism service proper information is gathered and this is effective enough in influencing purchase
behaviour of target market. Due to this basic reason information linked with discount and other type
of additional offer is shared by company wit its target market and it allows business to respond
towards the need of the customers.
According to Hartman (2011) income level of customer also affects purchase decision taken as
when income level of target market is not up to the mark then individual cannot be influenced to
purchase the tourism services. Before taking any decision regarding purchase of services it is
ensured by customers in advance whether it is affordable or not (Hartman, 2011). Lifestyle along
with attitude of target market also plays significant role in influencing purchase behaviour of target
market. Some consumers prefer to visit different destination places on continuous basis and this
represents their lifestyle. So, it is also regarded as one of the most crucial factor which affects
purchase behaviour of target market.
Perception of target market towards tourism services also influences purchase behaviour of
customers (Tourism website design., 2013). Further, It is possible that some customers may perceive
services in positive manner and some in negative. Therefore, this perception can be altered by
enterprise after sharing crucial information linked with services time to time. In short it allows
business to better understand actual requirement of its customers. As per view of Pritchard and
Howard (2015) it is necessary for every business operating in market to consider the range of
factors which influences consumer behaviour and its ignorance can lead to decline in overall
performance of firm in the market. Leaders of tourism sector operating in the market such as
Thomas cook, HF holdiays etc well satisfies requirement of their target market and this is the main
reason behind success of these companies in the market. Further, it supports in enhancing brand
loyalty which is beneficial for company as brand loyal customers provides support to company in
increasing profitable along with sales level (Pritchard and Howard, 2015).
Key benefits of designing effective websites
Designing effective websites provides large number of benefits to business and in turn it
7

becomes easy for enterprise to sustain in the market. As per view of Gustafson (2012) main
advantage of designing website for tourism company is that it enhances customer base of company
as large number of customers can obtain information regarding the services offered by enterprise
and it directly acts as development tool. Due to high level of competition it becomes difficult for
firm to attract customers and it prevents management from accomplishing overall objectives.
Therefore, appropriate websites are designed by firm keeping in view overall requirement of target
market (Gustafson, 2012). Rise in sales volume is also another benefit of designing effective
website as when target market receives important information then they prefer to purchase tourism
services on continuous basis. Enhances sales volume is beneficial for tourism firm and provides
base to grab large number of opportunities present in the business environment. However McIntosh
and Zahra (2007) argued that improved brand image in the market is one of the most significant
benefit of building effective website and this provides base to enterprise in gaining competitive
advantage which is beneficial for organization in the modern era. Apart from this expansion
becomes much more easier for firm when websites are designed for sharing information and this is
one of the main advantage to business (McIntosh and Zahra, 2007).
Therefore, all these are some of the main benefits which business can obtain by building
appropriate websites and this enhances overall performance of tourism company in the market
where operations are being carried out for longer period of time. No doubt benefits of developing
effective websites are present in large amount but business has to ensure that information shared
with customers are appropriate and is effective enough especially at the time when purchase
decision is being taken by them (Mehmetoglu, 2004). In short, attractive websites allows firm to
attract large number of customers and company can easily meet with the actual need of its target
market. So, in this way it can be easily said that development of effective websites are the key to
organizational success.
C RESEARCH METHODOLOGY
3.1 Research design
Different type of research designs are present which are used for conducting study in
appropriate manner. It involves descriptive, exploratory etc and are undertaken by considering the
nature of the research. For conducting the present study descriptive design has been chosen where
main stress is on providing description of the topic being chosen for research (Mitchell and Jolley,
2012). Through this it is possible to know where tourism website developed by Thomas cook is
effective enough in influencing purchase behaviour of target market or not. On the other hand
exploratory design is not appropriate for the present where main stress is on exploring new ideas.
8

3.2 Research approach
Two type of approaches are present which are used in research and they are inductive and
deductive. For conducting the present research inductive approach has been employed where results
move from specific to general (Pickard, 2012). Entire study has been carried out from point view of
Thomas cook and on the basis of result recommendations has been provided to other companies
operating in tourism sector so that they can develop more effective websites for sharing information
with target market. On the other hand deductive approach is not suitable for the present study as
results in this approach moves from general to specific form which is not applicable in case of
present research.
3.3 Data collection
For conducting the present study both sources of data collection have been considered
namely primary and secondary. Primary information has been collected with the help of well
designed questionnaire and data has been collected from customers of Thomas cook. Further,
through this it is possible to know whether customers are satisfied with tourism website developed
by enterprise or not. On the other hand secondary information has also been gathered from the
books, journals and online articles and this have provided base to the entire study. Therefore, both
the sources adopted are appropriate for the present research and are effective too.
3.4 Data analysis
It is one of the most important part of the study where information gathered has to be
analysed in order to obtain expected findings with the help of this. Two techniques of data analysis
are present namely qualitative and quantitative (Creswell, 2013). For conducting the present
research qualitative technique has been employed where different themes have been formed on the
basis of information collection. Main reason behind not selecting quantitative technique is that data
is present in non numeric form.
3.5 Sampling
Sample size of 50 customers have been chosen for conducting research and technique of
random sampling has been employed for the same. Main reason due to which customers have been
selected as sample size is that they can provide accurate information which is effective enough in
accomplishing aim of the study. Selection of appropriate sample size has assisted in gaining
information regarding the website of enterprise.
3.6 Research philosophy
Philosophy is regarded as the belief and the appropriate way in which information regarding
phenomenon can be gathered, analysed and used. Two type of philosophies are present which are
used in the study namely positivism and interpretivism (Mackey and Gass, 2013). For conducting
9

the present study interpretivism as a philosophy has been employed where main importance is given
to value and belief to provide appropriate justification for the research problem. On the other hand
positivism as a philosophy is linked with the idea of objectivism where viewpoint of scientist is
considered and this is the reason behind not selecting this philosophy.
10

TASK 2
A planning and organising necessary resources
For conducting the research in appropriate manner it is necessary to organize resources in
appropriate manner. Further, the main resources required in present study are time, cost, information
etc. One of the main resource is questionnaire with the help of which information has been collected
and through this it is possible to obtain accurate and up to date information which is beneficial for
the study. Moreover, human as a resource is required as information has to be gathered from 50
customers and for the same individuals are required. Apart from this finance as a resource is needed
so that each and every activity of research can be carried out in proper manner as per aims and
objectives of the study.
QUESTIONNAIRE
1. Name: ___________
2. Age
 18-25 years
 25-35 years
 35-45 years
 45 and above years
3. Gender
 Male
 Female
4. Does you prefer to access online website for obtaining tourism related information?
 Yes
 No
5. Website developed by Thomas cook provides you 24*7 hours assistance?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6. What kind of information do you prefer to obtain through website of firm?
 Additional offers
 Packages
 Modification in the service range
11

 All of the above
7. Does information shared by company enhances your satisfaction level?
 Yes
 No
8. You prefer to purchase services of Thomas cook due to presence of effective website?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
9. What influences your purchase behaviour the most?
 Website information
 Income level
 Lifestyle and attitude
 All of the above
10. Does website of Thomas cook is effective enough in attracting you towards range of
services?
 Yes
 No
11. Your queries are resolved by company through its website on time?
 Yes
 No
12. Time to time layout of website is changed by enterprise?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
13. In your view what type of changes are required in website of firm?
_______________________________________________________________________________
_______________________________________________________________________________
12