Research Project Tourism Management

This research project examines the impact of digital technology on customer satisfaction in the travel and tourism sector, focusing on Virgin Holidays. It analyzes the role of digital technology in enhancing customer experience, improving performance, and expanding customer base. The project includes a questionnaire survey and analysis of relevant data to draw conclusions and recommendations.

RESEARCH
PROJECT

Table of Contents
TITLE .............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1 ........................................................................................................................................1
1.1 Formulate and record possible research project outline specification..............................1
1.2 Factors which mainly contribute the process of research project specification...............3
1.3 Critical review of key reference.......................................................................................4
Benefits of digital technology in enhancing customer base and their satisfaction.................5
1.4 Research project specification..........................................................................................6
1.5 Plan and procedures for the agreed research specification...............................................6
TASK 2............................................................................................................................................7
2.1 Resources efficiently to the research question or hypothesis..........................................7
2.2 Proposed research investigation.......................................................................................9
2.3 Record and collate relevant data where appropriate........................................................9
Questionnaire.................................................................................................................................10
TASK 4..........................................................................................................................................19
REFERENCES..............................................................................................................................22
APPENDIX....................................................................................................................................23

TITLE
“To determine the impact of digital technology in obtaining customer satisfaction in
travel and tourism sector.” A case study on Virgin Holidays.
INTRODUCTION
In United Kingdom's market, it can be said that Travel and Tourism section is increasing
more effectively than any other sector (Abubakar and Ilkan, 2016). This subdivision have
impacted positively on economic conditions of UK. On the other hand, every single business
firm aims to provide satisfactory services to their customers. Digital technology and its tools can
help business organisations to improve experiences of customers. Under this research, Virgin
Holidays has been taken i.e. a tour operating business organisation that comes under Virgin
Group. It was found in the year of 1985 by Sir Richard Branson. Company operates its business
in all over world and tries to sell holiday packages which has helped them in grabbing good
position at international market in much effective and efficient manner. Present research will
include importance related to digital technology and how it impact on delivering satisfaction
under travel and tourism section. It will also show some relevant data which will help out
investigator in drawing favourable outcomes right on time.
TASK 1
1.1 Formulate and record possible research project outline specification
Travel and tourism sector helps people in visiting new places for leisure or for some
business purpose. There are ample number of organisations that delivers many services to their
targeted visitors. These travelling firms have impacted positively on economic conditions of
different countries who majorly depends upon this travel and tourism sector (Edelman, Jaffe and
Kominers, 2016). On the other hand, it has also been analysed that competition in tourism
organisations stays really very high at both international and domestic market. Therefore, it is
much required for companies whether it is small or big in nature to develop effective strategies
and use unique approaches through which they can easily gain competitive advantages (How
digital marketing is transforming the tourism industry, 2018). Digital technology has played an
important role in achieving growth for consumers to travel. Low cost carrier is another example
of successful application of digital technology to the travel and tourism industry. Digital
technology has converted ticket cues for stations into online booking and order. It also helps
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people to manage and buy accommodation for themselves via technological apps. Overall, digital
technology reduces human efforts in the travel and tourism industry into automated working and
help in generation of employment opportunities in this industry.
With the help of this, firms can easily hit their targets and can generate high revenue
which may aid them in enhancing profit margins. In order to draw specific results related to
desired goals, companies take in use of research projects which can be defined as an approach
that plays a crucial role in travel and tourism sector. Present investigation will show how digital
technology put an impact on customers satisfaction under tourism section.
Research Aim:
An investigation cannot get started without an aim and it is much required for a
researcher to develop proper aim right on time so that research can get started (Giaoutzi, 2017).
In present research investigator have set an aim which is “To determine the impact of digital
technology in obtaining customer satisfaction in travel and tourism sector.” A case study on
Virgin Holidays.
Research Objectives
This section majorly stays related to set aim or based on the purpose of conducting the
research. Whole investigation and its conduction rely on set objectives which helps researcher in
reaching to specific targets. In this context, some of objectives accompanying the purpose of this
investigation are given below:
 To identify the impact of digital technology in uplifting the customer's satisfaction in
Virgin Holidays
 To determine the role of digital technology in improving performance of Virgin
Holidays. To evaluate benefits of digital technology in enhancing customer base and their
satisfaction.
Research Questions
 How digital technology impact in uplifting the customer's satisfaction in Virgin Holidays
 How to determine the role of digital technology in improving performance of Virgin
Holidays.
 What are the benefits of digital technology in enhancing customer base and their
satisfaction.
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1.2 Factors which mainly contribute the process of research project specification
It has been analysed that there are ample number of factors that stays present within an
investigation. These elements can be considered as some major components which helps a
researcher in drawing favourable outcomes (Huang and et. al., 2016). Main factors that aid
investigator in reaching to desired goals and objectives are given beneath:
Introduction: This part of investigation can be considered as prime factor that plays a
crucial role in conducting the research. This is the primary stage which can be taken as a blue
print that delivers all the information about whole scenario that what is going to be done in the
investigation in a brief manner It contains aims along with objectives. More specifically it can
also incorporate questions & time schedule.
Design of questionnaire : This is being considered as one of the crucial and essential part
of research as, investigator majorly draw outcomes with the help of this section only. It has been
found that, designing a questionnaire is not an easy task, because it is important for investigator
to set favourable questions on the set target so that it can be accomplished right on time.
Literature Review: This section within the investigation contains theoretical description
about the set aim as per the view point of different authors, scholars and writers. Researcher take
use of different media tools which helps in gaining appropriate knowledge. This section helps
investigator in collecting data with the help of journals, books and websites. After that,
investigator analyse that information through critically evaluating it which may directly impact
on time in pulling out favourable outcomes (Kuo and Chuang, 2016).
Research Methodology: This part shows the type of method which has been chosen by
the researcher. It includes various things like type of research, design, research concept,
approaches, philosophies, data collection, ethical considerations and many other things which
helps in drawing out favourable outcomes. It has been analysed that majorly, investigator take in
use of qualitative along with quantitative research approaches. Both of them stays different from
each other like quantitative method relies in different facts and figures (numerical values). On
the other side, qualitative method is helps in pulling out information on perception and thinking
of respondents.
Data analysis: Another main factor which helps in analysing the collected data through
which many benefits can easily be gained by researcher right on time. The information which is
being collected in this helps in special purposes which has been carried by investigator. When
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accumulation of relevant data is being done then after that the next step is to analyse the
information which may aid in reaching to specific goals and objectives. In present investigation,
researcher have chosen thematic analysis in order to measure the collected data which was done
with the help of questionnaire.
Conclusion and Recommendation: This is the last factor where researcher put in all the
information related to outcomes that has been carried by him/her. This section can only be done
in a proper way if investigator conduct the research in a befitting manner. After that,
recommendations takes place (Pappas, 2016). It is responsibility of investigator to make
recommendations through which company can improve.
1.3 Critical review of key reference
Under this section of research, where researcher take the viewpoint of different authors
and scholars in order to collect the data so that to have better understanding over set aim. With
the help of given statements and abstracts of scholars, researcher can easily get deep knowledge
and learn about the set or given topic. This is done because it may lead investigator to stop from
collecting irrelevant data. In every investigation, critical review of objectives which has been
made by investigator. Explanations in present context are given below:
Digital technology and its impact in uplifting the customer's satisfaction
According to Ryan, (2016), digital technology is carrying a rapid changing nature.
Therefore, companies go with unending state of affairs. But, implementation of digital
technology or making company digitalised has helped them in directly reaching to customers
where they can deliver all the information of products and services in a detailed manner. Increase
in satisfaction of customers can easily be done through using digital technology. Here are some
of the things that are related to digital technology that can help firms in enhancing satisfactory
level of consumers are given below:
Customers are connected- People in modern world stays connected to each other through
various online websites. If, business organisations promote their products and services on online
tools can be helpful for them in hitting their targets right on time. Majorly, it can be said that
modern people keeps more than one electronic gadget which has impacted on their lives and
likes to be online on various famous social websites. Therefore, it is pretty much required for
business firms to target online markets like Facebook, Twitter, Instagram and other social media
tool through which they can deliver information to customers.
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Consumer expectations have changed: Consumers in this era, are smart enough to
understand what exactly business organisations are selling. It can be said that Virgin Holidays
needs to fulfil all the requirements of visitors and provide them with right package of holiday
with taking help of digitalised tools so that to sustain at marketplace for a longer period of time.
Determine the role of digital technology in improving performance of Virgin Holidays
As per the view point of K. K. F. and et. al., (2016), digital technology plays a crucial
role in enhancing performance measures of a business organisation. It has been analysed that
there are many impacts which can be seen in performance of Virgin Holidays that are related to
digital technologies and these are mentioned beneath:
Effect of web – The progress computerized innovation profoundly influenced the
movement and tourism since it fills in as middle person between the organizations and the
customers. Virgin Holidays has sites that can be access by anybody and any place to recover the
data about the bundle get ready for the travels and travel charges for the aircraft and convenience
in lodgings. The administrations can be access on the dispersed framework over the web and the
customers can without much of a stretch buy any item as indicated by their comfort.
Effect of versatile innovation – The approach of portable applications get a blast the
movement and tourism division, cause there potential outcomes to draw in and offer the
consumer loyalty is all the more simple as contrast with most recent couple of years. The clients
can see the different organizations and contrast them and different organizations while surfing
the web on their cell phones. There Virgin Holidays can give the informing administrations to
the affirmation of booking and communicate the new offers. The customers can encounter the
administrations that can make their outing wonderful.
The computerized innovation changes the movement and tourism segment since it is
expanding the possibility to catch the more clients and enhance their satisfactory level. They are
additionally happy with the administrations previously reserving a spot cause there are such a
significant number of ways that can give them a superior ordeal and establish a connection on
them.
Benefits of digital technology in enhancing customer base and their satisfaction
As given by Strauss and Frost, (2016), Consumer base can easily be increased by
business organisation with the help of technology. It can be said that e-commerce along with
other digital factors are present in modern world which has helped companies in enhancing
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satisfactory level of customers. On the other hand, it has also been analysed that customers in
this era do not browse in their search engines that if is there any risk involved in buying or
purchasing products through online tools.
Apart from this, it has also been found that digital technology has helped business firms
in enhancing there customer base. Here are some of the ways which has improved customers of
the company along with their experiences:
 When a customer reaches to a store, beacon can put notifications related to coupons along
with discounts which will help out company in maintaining long term relations with
consumers.
 Smart-shelf technology is helpful for sales person to locate the exact value of product or
if is there any discounts available on that specific product or not through which he/she
can help consumers in enhancing their satisfaction level.
 Online application can be helpful for customers in knowing that if product is available in
the stock or not.
1.4 Research project specification
This research venture includes determination of task that implies it is comprising of
various points and destinations which are recorded above in this report. These are observed to be
more appropriate for this request as they are meeting the criteria of current point and
demonstrating what should be investigated more. Also, different approaches or hypothesis would
be enclosed in orderly configuration in order to achieve last outcome. Consequently, it could
help in determining the setting of execution (Tussyadiah and Pesonen, 2016). This has been
discovered that the extent of introduced think about is wide in nature. The explanation behind
this is only the capability or impact of visit and travel industry.
Virgin Holidays, can build up working together by organizing these sort of specialization
in best way. Henceforth, it can be dealt with as crucial segment that will help analyst in
executing the examination. Moreover, wander get additionally profit by same thing in different
works (Digital Marketing for Travel Industry: A Complete Guide. 2018).
1.5 Plan and procedures for the agreed research specification
Gantt chart: This type of chart includes a systematic series of various horizontal lines
that shows all the work which needs to be done in certain time scale so that research can get done
in a successful manner (Xu, and et. al., 2016). Failure into this may lead researcher to
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incompletion of work in set time frame. Therefore, it can be said that investigator need to look
into different aspects and do all the activities in set time of period so that rightful completion can
be done of research. With the help of graphs, which is showing that the whole research project
will take approximately 20 days as given under the timescale.
Chapter-2 Review of Literature :
With the help of this research it can be evaluated that, there were many researcher who
had conducted their research on the same topic but there were some aspects that were not
covered yet. Therefore, this investigation has pulled out many gaps which were explored
previously by the researchers. Main gap which was found was that impact of digital technology
over travel and tourism sector. Apart form this, other investigator have found benefits but not the
impact of digitalisation on travel and tourism sector.
Chapter – 3 Method of data collection :
A number of methods which has been developed by scholars, researchers and social
scientists in order to collecting data. This task of data collection begins just after when a research
problem is being defined along with design/plan have been made. Major types of data are :
Primary and Secondary Data.
Primary Data : Fresh data is being collected by the investigator under this type of data
collection method. Some of methods are : Observation, Interview, Questionnaire and many more
are some of data collecting method of Primary method.
Secondary Data : In this context, some of data collection method are : Books,
Magazines, Newspapers, Public records and etc. that can be used by the investigator in order to
collect data.
TASK 2
2.1 Resources efficiently to the research question or hypothesis
It is much required for investigator to use appropriate resources through which
investigating questions along with hypothesis can easily take place. It has also been located that
researcher needs to select specific goals and objectives through which many benefits can easily
be gained right on time. Taking in use of appropriate hypothesis will help out investigator in
using right products along with services (Zervas, Proserpio and Byers, 2017). It can be analysed
that investigation needs proper research questions and in order to develop decent questions it is
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required for investigator to use right method in correct moment so that many benefits can easily
be gained. Company needs to hit their targets so that to gain competitive advancements.
Therefore, to analyse the business environment and impact of different areas on company
investigation is being conducted so that they can take befitting decisions in order to improve
profit margins and to reduce all the risk factors. Regarding same thing, Virgin Holiday's research
department should take in use of different media or methods like primary or secondary like
questionnaire, books, articles, survey and many other things in order to gain appropriate
advantages. Primary data along with secondary methods are there that can be used by
investigator so that favourable conditions can be gained by them.
Research Questions
 How digital technology impact in uplifting the customer's satisfaction in Virgin Holidays
 How to determine the role of digital technology in improving performance of Virgin
Holidays. What are the benefits of digital technology in enhancing customer base and their
satisfaction.
Data collection : In present investigation, researcher have chosen questionnaire data
collecting method because according to the topic which has been given to the researcher, he have
found this approach as the best one from others. Through this, investigator may easily to reach to
a specific conclusion over set target. On the other hand, sample size which has been chosen by
researcher i.e. 20 consumers of Virgin holidays.
Regarding same thing, the researcher will focus on use of different media or methods
like primary or secondary like questionnaire, books, articles, survey and many other things in
order to gain appropriate advantages. Primary data along with secondary methods are there that
can be used by investigator so that favourable conditions can be gained by them.
On the other hand, Researcher in present context have analysed that primary data which
can be collected with the help of different methods company can aid in gaining authentic data.
This gathered data helps later in coming to conclusions. Investigator have taken in use of
questionnaire. This will help him/her in developing various questions through which they can
easily gain relevant information related to their set goals and objectives. On the other hand,
research team have also used different secondary methods and have used it which has helped
them in gaining many competitive advantages. Henceforth, it can be said that proper use of both
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primary and secondary method can help investigator in developing a proper frame work for the
future which will help him/her in reaching to specific goal. Apart from this, it has also been
analysed that organisation can easily help out researcher in reaching to right objectives.
2.2 Proposed research investigation
Present research investigation is useful for the investigator to analysis appropriate design,
sample along with different resources which is being used by researcher. It can be said that
proposed investigation is something which helps investigator in reaching to specific goals and
objectives. Through this, person can easily draw along with embrace all the different thoughts
which aid in reaching to circumstantial aims along with objectives. In this context, researcher
have set some considerations and these are given beneath:
Primary Consideration: This type of consideration is being said that something which
plays a crucial role i.e. undertaking various sort of new and common assets that are going to be
incorporate under investigation (Impact of Digital Marketing on Business, 2018). These basic
outcomes aid in incorporating different angles along with various properties as well that are
being characterized with various properties in a befitting manner. On the other hand, it can also
be said that primary considerations helps in empowering all the data which is being gathered
through which investigator draws proper outcomes that may aid in reaching to specific goals and
objectives.
Secondary Consideration: This is another type of considerations which helps an
investigator to pull out related information through which many he/she may become able to draw
specific goals which has been set under in investigation. On the other hand, it can be said that
collected information stays predefined by various authors or scholars which can help researcher
in collecting the relevant data as per the needs and requirements of customers.
In this context, Data has been collected with the help of questionnaire which is a method
of primary research approach. Here, respondents will be consumers of Virgin holidays and
sample size which was selected was 20 in order to understand the impact of digital technology
while obtaining customer's satisfaction.
2.3 Record and collate relevant data where appropriate
Research Topic : “To determine the impact of digital technology in obtaining customer
satisfaction in travel and tourism sector.” A case study on Virgin Holidays.
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Questionnaire
Q 1. Is digital technology can be helpful for Virgin Holidays in improving customer satisfaction?
Yes
No
Q 2. Which section of Virgin Holidays needs to be digitalised?
Management & Operation
Human resource department
IT division
Marketing segment
Q 3. Which can be considered as one of the most impressed technology based area under tourism
section?
Sales
Promotion
E- marketing
Customer contentment
Q 4. Which digitalised social media tool can be used by Virgin Holidays in attaining attention of
customers in high numbers?
Facebook
Instagram
Twitter
Q 5. How satisfied you are after using services of Virgin Holidays after making modifications in
operations with the help of digital technology?
Fully satisfied
Satisfied
Not at all satisfied
Q 6. As per your perception, what roles that can be played by digital technology in improvising
different areas under travel and tourism sector?
Cloud solutions
Virtual Reality
Tracking, detector or sensor & biometric technique
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Connectivity
Q 7. In order to improve performance of Virgin Holidays which system of digital technology can
be used?
Reservation System
Computer System
Mobile Communication
Internet
Q 8. As per current position of Virgin Holidays is it necessary for this company to take in use of
digital technology tools?
Yes
No
Q 9. Are you satisfied with products and services of the company?
Yes
No
Q 10. Give recommendations, if you have any?
…………………………………………………………………………………………………...
………………………………………………………………………………………….
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TASK 4
Poster -
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REFERENCES
Books and Journals
Abubakar, A. M. and Ilkan, M., 2016. Impact of online WOM on destination trust and intention
to travel: A medical tourism perspective. Journal of Destination Marketing &
Management. 5(3). pp.192-201.
Edelman, B., Jaffe, S. and Kominers, S.D., 2016. To groupon or not to groupon: The profitability
of deep discounts. Marketing Letters. 27(1). pp.39-53.
Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
Huang, Y. C. and et. al., 2016. Exploring the implications of virtual reality technology in tourism
marketing: An integrated research framework. International Journal of Tourism
Research. 18(2). pp.116-128.
Kuo, M. S. and Chuang, T. Y., 2016. How gamification motivates visits and engagement for
online academic dissemination–An empirical study. Computers in Human Behavior. 55.
pp.16-27.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
So, K. K. F. and et. al., 2016. The role of customer engagement in building consumer loyalty to
tourism brands. Journal of Travel Research. 55(1). pp.64-78.
Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Tussyadiah, I. P. and Pesonen, J., 2016. Impacts of peer-to-peer accommodation use on travel
patterns. Journal of Travel Research. 55(8). pp.1022-1040.
Xu, F. and et. al., 2016. Tourists as mobile gamers: Gamification for tourism marketing. Journal
of Travel & Tourism Marketing. 33(8). pp.1124-1142.
Zervas, G., Proserpio, D. and Byers, J. W., 2017. The rise of the sharing economy: Estimating
the impact of Airbnb on the hotel industry. Journal of Marketing Research. 54(5).
pp.687-705.
Online
Impact of Digital Marketing on Business. 2018. [Online]. Available through
:<https://www.techfunnel.com/martech/impact-digital-marketing-business/>.
How digital marketing is transforming the tourism industry. 2018. [Online]. Available
through :<https://www.poweredbysearch.com/blog/digital-marketing-tourism-
industry/>.
Digital Marketing for Travel Industry: A Complete Guide. 2018. [Online]. Available
through :<https://www.digitalvidya.com/blog/digital-marketing-for-travel-industry-
guide/>.
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APPENDIX
Theme 1 : Helpfulness of digital technology in improving customer satisfaction
Q 1. Is digital technology can be helpful for Virgin Holidays in improving
customer satisfaction?
Frequency
Yes 14
No 6
TOTAL 20
Theme 2 : Digitalising the departments of Virgin Holidays
Q 2. Which section of Virgin Holidays needs to be digitalised? Frequency
Management & Operation 11
Human resource department 3
IT division 4
Marketing segment 2
TOTAL 20
Theme 3 : Most impressed technology based area under tourism section
Q 3. Which can be considered as one of the most impressed technology based
area under tourism section?
Frequency
Sales 9
Promotion 4
E- marketing 3
Customer contentment 4
TOTAL 20
Theme 4 : Social media tools to be used by Virgin Holidays
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Q 4. Which digitalised social media tool can be used by Virgin Holidays in
attaining attention of customers in high numbers?
Frequency
Facebook 10
Instagram 5
Twitter 5
TOTAL 20
Theme 5 : Modifications needed for Virgin Holidays
Q 5. How satisfied you are after using services of Virgin Holidays after
making modifications in operations with the help of digital technology?
Frequency
Fully satisfied 10
Satisfied 6
Not at all satisfied 4
TOTAL 20
Theme 6 : Role of digital technology
Q 6. As per your perception, what roles that can be played by digital
technology in improvising different areas under travel and tourism sector ?
Frequency
Cloud solutions 4
Virtual Reality 6
Tracking, detector or sensor & biometric technique 5
Connectivity 5
TOTAL 20
Theme 7 : Performance level of Virgin Holidays
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Q 7. In order to improve performance of Virgin Holidays which system of
digital technology can be used?
Frequency
Reservation System 2
Computer System 3
Mobile Communication 5
Internet 10
TOTAL 20
Theme 8 : Current position of Virgin Holidays
Q 8. As per current position of Virgin Holidays is it necessary for this
company to take in use of digital technology tools?
Frequency
Yes 11
No 9
TOTAL 20
Theme 9 : Satisfied with products and services of the company
Q 9. Are you satisfied with products and services of the company. Frequency
Yes 13
No 7
TOTAL 20
Theme 10 : Recommendations
Q 10. Give recommendations, if you have any?
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