AN ANALYSIS OF THE TUI GROUP REGARDING THE INFLUENCE OF DIGITAL TECHNOLOGY ON THE BOOKING OF TICKETS

This research project aims to analyze the impact of digital technology on the booking process of the TUI Group. The study will investigate how digital technologies have influenced the organization's operations and customer experience. The research will utilize both primary and secondary data collection methods, including a survey of respondents with experience in the travel and tourism sector. The findings will provide insights into the effectiveness of digital technology in the travel and tourism industry and its impact on customer satisfaction.

RESEARCH PROPOSAL

Table of Contents
RESEARCH PROJECT PROPOSAL.................................................................................................2
RESEARCH TITLE.....................................................................................................................2
RESEARCH STATEMENT..........................................................................................................2
RESEARCH OBJECTIVES...........................................................................................................2
RESEARCH QUESTIONS...........................................................................................................2
INTRODUCTION......................................................................................................................3
HYPOTHESIS............................................................................................................................3
LITERATURE REVIEW..............................................................................................................4
RESEARCH METHODOLOGY...................................................................................................5
REFERENCES...............................................................................................................................7
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RESEARCH PROJECT PROPOSAL
RESEARCH TITLE
AN ANALYSIS OF THE TUI GROUP REGARDING THE INFLUENCE OF DIGITAL TECHNOLOGY ON
THE BOOKING OF TICKETS
RESEARCH STATEMENT
The research statement of the study helps in understanding the prime reason for
conducting the study. In the current study, the research statement is an analysis of TUI
Group regarding the impact of digital technology on the online booking process.
RESEARCH OBJECTIVES
It has been evident that there are different objectives which need to be fulfilled so that the
goal of the research project could be done effectively. The objectives which are related to
the current study have been stated below:
 To analyze the impact of digital technology on the organizations in the travel and
tourism sector
 Determine the areas where would the applications of the digital technology could be
applied
 Determine the merits of utilizing applications of digital technology by the
organizations in travel and tourism sector
RESEARCH QUESTIONS
The major objective of conducting this research is to possess substantial information and
knowledge of the impact of digital technology on the business operations of TUI Group such
as online booking (Blumberg, et al. 2014). The respondents who have been selected for the
research possess a huge understanding of the digital technology such that the respondents
would be involved in the survey for the collection of data through the primary approach
which helps in accomplishing the research. The major questions of the research are:
1. In which age group you belong?
2. What is your work profile?
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3. How are the business operations of the organization impacted by the digital
technology?
4. At what level, the organizations gain effectiveness due to the use of digital
technologies?
5. At what level, the organization has enhanced the customer satisfaction level through
digital technology?
INTRODUCTION
The business industry has been expanded in the recent time due to the enhancement in
operations and functioning. In addition to this, it has been evident that the role of
technology is essential in the business as the success and growing percentage of the
organization has been increased due to the advanced technology. The prime technology
that enhances the business operations is called digital technology. There are various
applications of digital technology such as internet services, social media platforms,
applications, websites, etc. The organizations in the business industry have been applying
the applications of digital technology in their operations and functioning in order to attain
effectiveness (Couture, et al. 2015). It has been evident that around 65% of small and
medium based enterprises are utilizing the digital technology for their business while
around 89% largely based organizations are utilizing digital technology for their business.
Primarily, the organization is utilizing the digital technology for the promotion and
marketing of their products and services in the market so that they could gain effectiveness
and the huge success.
In the current scenario, TUI Group has been utilizing the applications of digital technology in
their business functioning and operations for accomplishing different objectives. This
research has been conducted to assess the impacts of digital technology on the business
activities such that the case study of TUI Group towards online booking have been
considered for gaining substantial information and knowledge which would be helpful in
accomplishing the research objectives adequately.
HYPOTHESIS
H0 – There are huge number of consumers who have been utilizing the digital media
platforms for the booking of tickets
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H1 – The discounts and offers provided by the organizations attract the customers to
conduct online booking
LITERATURE REVIEW
Xiang, et al. (2015), has conducted a study regarding the relationship between the
information technology and the consumer behaviour in the travel and tourism sector. It has
been evident from the study that the huge numbers of people have been planning their
travel through the help of internet services. The major organizations in the travel and
tourism sector have been conducting their operations and functioning through the
applications of technology which further provide substantial development. An organization
becomes successful in the market when they effectively fulfil the needs and demands of the
consumer effectively. The prime need of the consumer in the travel and tourism sector is
that they could quickly book their tickets which save huge time. The introduction of the
booking through online platforms has eases the booking process and also helps the
consumer in saving huge time. The organizations have been utilizing the online platforms
effectively in order to gain substantial growth in their consumer base (Garín-Muñoz and
Pérez-Amaral, 2011). The consumers are provided by the organizations with different
products and services which attract them to opt for online booking. In addition, the
consumers have been utilizing internet services for planning their travel as it helps them in
identifying different aspects and areas effectively. There are various facts and figures of the
destination sites which could be easily accessed through the internet services which are
helpful for the consumer in planning their travel adequately. The organizations in travel and
tourism utilizes the digital technology in their business operations and functioning which
helps in attaining substantial [profit and revenue.
The internet platform has been utilizing the organizations in the industry in order to conduct
marketing and promotion of their products and services. There are various platforms which
are available for the marketing and promotion of social media platforms like Facebook,
LinkedIn, Instagram, Twitter, Gmail, etc. Attractive promotion and marketing campaign are
conducted by the organization on the social media platforms which attract the attention of
the consumers (Ayeh, 2015). The organizations also provide several offers and discounts to
the consumer which encourages them to use online booking for their travelling. It has been
evident that the users of social media platforms effectively share their view, pictures,
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opinions, etc. which attracts the attention of other users such that they get information
about the destination sites and further plan their travel. There are several travel and
tourism packages of the organizations that are developed by considering the needs and
demands of the consumers. In the recent time, the consumers have been assessing their
needs and demands which are further compared with the organization's packages. In
addition, the internet services and social media platforms are also assessed by the consumer
in order to gain required information and further making suitable decisions (Cantallops and
Salvi, 2014). Online booking trend has been increased in the past couple of years due to
several reasons such that it saves huge time and money as compared to offline booking.
Also, there are various offers and discounts by the organization which also encourage online
booking. The enhancement in the business due to the involvement of digital technology has
increased the growth opportunities for the organization and also develops a huge consumer
base.
RESEARCH METHODOLOGY
METHODOLOGY
Initially, the secondary data collection approach would be applied so that adequate
knowledge and information could be gathered regarding the research topic. After
completing the secondary data collection, primary data collection would be conducted in
the research through acquiring required evidences. A survey would be conducted in the
primary collection approach such that sampling of respondents would be done randomly
(Nadeem, et al. 2015). A questionnaire would be developed for the survey in order to ask
required questions from the respondents which would be helping in gaining adequate
information through the opinion and views of respondents. Before conducting the survey, it
is essential to take the consent of the respondents as they are agreed on participating in the
survey. The consent form would be sent to around 500 respondents and it is assumed that
around 300 respondents would be agreeing on participating in the survey. After that the
questionnaire would be sent to the respondents then their responses would be assessed
adequately for acquiring required information. The questions in the questionnaire are
mostly based on the influence of digital technology on the business operations like
promotion, booking process, etc. The respondents who have been participating in the
research belong to the age group of 25 to 45 years and they also possess an adequate
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understanding of the digital technology. The responses of the respondent might be different
from each other as they possesses different age and experience which would be reflected
through their responses and it would be critically assessed for evaluating required
outcomes.
DATA ANALYSIS
After completing the survey, the collected data from the survey would be critically
scrutinized in order to gain analyse the data. Excel would be utilized so that the collected
data could be analysed effectively such that the influence of digital technology on the
business operations would be assessed adequately (Milano, et al. 2011). Statistical data
would be gained through the utilization of Excel as the collected data is assessed. In addition
to this, the researcher would be conducting the narrative analysis of the primary data in
order to attain effectiveness in the research. There are certain methodologies which would
be chosen for interpreting the collected data in the research. The data has been collected
from different sources such as articles, published blogs, and journals (Jin and Phua, 2016).
The objective of collecting the data would be accomplished by conducting this task
adequately.
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REFERENCES
Ayeh, J.K., 2015. Travellers’ acceptance of consumer-generated media: An integrated model
of technology acceptance and source credibility theories. Computers in Human Behavior,
48, pp.173-180.
Blumberg, B.F., Cooper, D.R. and Schindler, P.S., 2014. Business research methods. McGraw-
hill education.
Cantallops, A.S. and Salvi, F., 2014. New consumer behaviour: A review of research on
eWOM and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Couture, A., Arcand, M., Sénécal, S. and Ouellet, J.F., 2015. The influence of tourism
innovativeness on online consumer behavior. Journal of Travel Research, 54(1), pp.66-79.
Garín-Muñoz, T. and Pérez-Amaral, T., 2011. Internet usage for travel and tourism: the case
of Spain. Tourism Economics, 17(5), pp.1071-1085.
Jin, S.V. and Phua, J., 2016. Making reservations online: The impact of consumer-written and
system-aggregated user-generated content (UGC) In travel booking websites on consumers’
behavioral intentions. Journal of Travel & Tourism Marketing, 33(1), pp.101-117.
Milano, R., Baggio, R. and Piattelli, R., 2011, January. The effects of online social media on
tourism websites. In ENTER (pp. 471-483).
Nadeem, W., Andreini, D., Salo, J. and Laukkanen, T., 2015. Engaging consumers online
through websites and social media: A gender study of Italian Generation Y clothing
consumers. International Journal of Information Management, 35(4), pp.432-442.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services, 22, pp.244-249.
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