How social media impact on the travel industry

University of WestminsterWestminster Business School

BKEY 501: Business Research and Professional Practice

Simona Astolfi w1498834Maria Magdalena Vila w1496010Napattha Chavalitcheewingul w1519476Polina Popova w1473897Elizabeth Shogbanmu w1500001

CW3 - Group Research Project

Our journey ahead:1.Introduction

Research QuestionResearch Objectives

2.Literature ReviewCriteriaThemesGaps

3.Methodology4.Findings5.Conclusion

a. Limitationsb. Recommendationsc. Future Research

6.Reference List

Recommen-dationsLimitationsConclusionFindingsMethodology Literature

ReviewIntroductionReference List

Source: Piktochart ( 2016)

Introduction


ReviewIntroduction Reference List

Research Question“How social media impact on the travel industry?”



Source: Call centre support UK ( n.d.)

Relevance of the topic:• Nowadays social media is the biggest growing trend in mobile

technology (WTM, 2014).• Large amount of markets use social media to promote

products and companies (Eye for travel, 2016).• It was interesting to find out how that is applied to the travel

industry.

Research Objectives1.To analyse the travel industry and its consumers.

2.To investigate social media as a marketing communication channel for the travel industry

a. To establish which social media ( Facebook, Twitter, Instagram, etc.) is mainly used in the travel industry

b. To establish which travel sectors are mostly affected by social media

3.To evaluate how social media influence the consumers decision-making process in the travel industry.

a. Positive impactb. Negative impact

4. To explore how social media affect the consumer’s perception on travel.Recommen-dationsLimitationsConclusionFindingsMethodology Literature


Literature Review



Criteria of Literature Review

Sources:

Oxbridge Essay, (n.d.)

Bradley (2013)

The National Foundation for Educational Research in England and Wales, (2016)



Themes covered in the Literature Review:Travel industry overview

“Estimated future growth of 4.7%”

“The most successful sector is the low cost airlines”

“The biggest trend is the mobile technology”

(WTM, 2014)

Social media within the travel businesses

“Facebook has the biggest impact on the travel industry”(Newsroom, 2015)

“95% of marketers use social media for their marketing strategies, for example imagery ”(Eye

for travel, 2016)

“Social media enhance the image of business and connect the company with consumers” (Buhalis et

al., 2013)



Griffith, (2013), Source: Facebook, (no date) Source: Massplanner, (2014)Source: Institute of Travel and Tourism, (2015), Mosio, (2012)

Themes covered in the Literature Review:Social media impact on consumer’s

travel decision making process

“Social media are crucial in the evaluation and post-purchase stage”

(Hudson and Thal, 2013)

“One-third of UK travellers choose their hotel relying on reviews available on Tripadvisor and Facebook” (Koumelis,

2011 cited in Buhalis et al., 2013)

EWOM is highly influential, but not as traditional WOM (Buhalis et al., 2013)

Social media as a source of inspiration and platform to share information

“52% of consumers state that they were inspired by the photos posted by their friends on Facebook while they were planning their vacation. 76 % of consumers will use social

media as platform to share information about their holidays” (Morrison 2015)

“Social media is a top source of inspiration when choosing holidays” (Fotis, 2015)



Source: Wilkinson, (2014) Source: Weightwatchers, (2015)

Gaps in the Literature Review

Reference List

Mostly quantitative data

Users’ behaviours and habits in relation to travel

How people perceive to be influenced by social media

Customers’ point of viewSource: Nevistas, (2015) Source: Bullhorn, (2016)

Source: Cohen, (2016) Source: Business2community, (2015)



Methodology



The Research Onion- Methodology

Source: Conceptdraw.com (2016)

Research Design

Mixed Method (Quantitative +Qualitative research)

Philosophy Pragmatism

Approach Inductive

Strategy choice

Primary Research + Secondary Research

Source: Simext, (2016)



Quantitative:Online Survey

Qualitative:Depth Interview

Qualitative:Focus Groups

Why?

• Self-completion questionnaire instantly captures data and saves time and money.

• Easy to analyse

• There is no pressure from others while the interview take place.

• More detailed data can be captured

• Rich amount of data is provided

• Uncovered topic may come up into discussion

Limitations

• Error is possible

• Needs pilot

• Unexpected questions may come up

• Harder to organise

• There is a need for a moderator that posses the right skillsRecommen-dationsLimitationsConclusionFindingsMethodology Literature


Sampling methodOnline Survey

Random Volunteer Sampling

Snowball technique

In-depth Interview

Non-Random Purposive Sampling

Heterogenoustechnique

Focus Groups

Non-Random Purposive Sampling

Heterogeneoustechnique

Reference List

Source: JOTO Public Relations (n.d.)



Maria Vila Adrover

Go to the point!

Screener and Sample frame - sizeQuestion Answer Next Step

Are you over 18? Yes→

No→

Take part on the research

Not suitable

Do you have active account in any social media network?

Yes→

No→


Not suitable

Do you travel? Yes→

Never→


Not suitable

Sample frame: UK population from 18 to 60+Sample size:

• Quantitative Research:

• Length: 1 month

• Online Survey x67

• Qualitative Research:

• Length: 2 weeks

• In-depth interviews x5

• Focus Group x2

• with 5 participants

Total respondents = 83



Maria Vila Adrover

When did we do that?

Reliability and Validity

Reference List

● Ensure reliability of data by comparing multiple sources in the literature review

● Compare qualitative and quantitative results effectively

● Helps eliminate information that is invalid in regards to our research.

Why? ● Check validity of our questionnaire.● Ensure clarity and understanding of

questions asked.● Mistakes are allowed .

Changes made

● Paraphrased the questions ● Changed the order of questions● Grammar errors fixed



Data AnalysisOnline Survey Focus Group In-depth Interviews

Coding

Tabular Analysis

Quantified Graphs (bar charts, pie charts)

Transcripts

Tabular Analysis

Quantified Graphs

Relevant Qualitative Quotes

Transcripts

Radial Diagrams

Tabular Analysis

Graphs

Relevant Qualitative Quotes

Cross Referenced - Triangulation



Findings



Social media and the travel industry are related

“Instagram allows me to

see travel destinations

from different perspectives”

Male, 23

“I rely on friends and

family”Male, 20


Sample size: 83 Quantitative data time frame: One Month Qualitative data time frame: Two Weeks Margin of error: +/- 8%

Do you use Social Media to get information about travel?



Travel sectors affected by Social Media

Social media as a marketing communication channel

Sample size: 83 Quantitative data time frame: One MonthQualitative data time frame: Two Weeks Margin of error: +/- 8%

Sample size: 67 Quantitative data time frame: One Month Margin of error: +/- 9%

The most used social media



Social media and the decision-making process

Reference List

“No, because

even if they make me

think about it at the end

I always stick with

my decision.” Male, 26

“I would change

destination if I read on social

media that there’s

something really bad like

a terrorist attack or a cataclysm” Female, 23

“When I see friends visiting some places and post pictures on Facebook, I can be influenced to go there” Female,20


Ways in which Social Media influences people regarding travel

People who change their minds about travel plans because of Social Media



Napattha Chavalitcheewingul

the word is missing in this chart (post and....)

Social media and the decision-making process

“It allows to see

destination from a

number of different

perspectives”

Male, 20“Social media changed my habit a bit. Before we usually contact travel agency now everything is online” Female, 22

“No, because I have always used online

booking services and I

have never used any other way of holiday

bookings, social media have

never affected my habits” Male, 26

“Yes they changed,

but it is not because of any social sites, it is

because of a personal situation” Male, 22

Sample size: 83 Quantitative data time frame: One MonthQualitative data time frame: Two Weeks Margin of error: +/- 8%

Respondents thinking that the decision-making process has been

simplified by social media

Have respondents travel habits changes during the last years?



Tripadvisor and Facebook are the most reliable networks

Reference List

“Absolutely not, because I’d rather find information myself

than check sites like Facebook” Male 21

“Instagram, photography”Male, 23

“Friends’ photo on Facebook, it shows where people have

been, what is available in that area”

Male, 22

“Instagram, because is where most of images and short-

videoregarding people travelling,

are shared.”Female, 18


Most relied Social Media Networks



Desire to travel encouraged by social media“Yes, it did. I follow some people who travel full-time and seeing their content increase my desire to travel.” Female, 18

“Well, yes pictures would help me decide where I want to go” Male, 22

“No, what increases my

desire to travel are the stories that my friends tell me about

their experiences

abroad. “Male, 26

Source: Visualize us ( n.d.)


Has social media increased respondents’ desire of travel?



People are mainly influenced by Friends and Family


Sample size: 83

Quantitative data time frame: One Month

Qualitative data time frame: Two Weeks

Margin of error: +/- 8%



To Conclude...



Conclusion• Respondents are more influenced by social media than what

they think.

• Male respondents tend not to rely on social media.

• Social media increase the desire to travel.

• More attention is still being paid to what friends and family say.

• Tripadvisor and Facebook are perceived as the most reliable social media.



Source: Magoosh ( n.d.)

Other Issues ● The identity of the respondents has been kept confidential

● Permission to record focus groups and in-depth interviews was

asked before they were carried out.

● Participants were informed about the purpose and subject of the

research.

● The research has been done according to the MRS code of

conduct.Source: CDP (n.d.)



Limitations




How to overcome them...

● Triangulation - put together primary research and literature review (to ensure the information are correct and reliable).

● Tried to gather as many respondents of older age ranges as possible in the quantitative research.

Limitations

• Lack of academic sources - Not all of the academic sources available are

up to date • Qualitative research is limited - demographic

profile as the majority of students aged 18-25

• Short time-frame → Longer time frame - more response

● Very limited budget

Key Recommendations 1. Self-promotion through social media.

2. Increase own presence on unconventional social media (Facebook & Instagram).

3. Use market mavens to promote travel and advertise own brand

4. Create free contents and competitions with prizes, to engage the audience.

5. Building trust and good reputation online is a must.

6. Work in partnership with people who are travelling (e.g. Nicolò Balini)Recommen-dationsLimitationsConclusionFindingsMethodology Literature


Future Research● Try to find more people from different age

ranges.

● Cover issues with no response levels by giving incentives to respondents.

● Relation between culture and influence of social media.

● Frequency of checking social media about travel, check if there is a pattern between frequency and level of influence.

Source: Question Science (2012)



Source: timely (2015)



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