Case Study on UK e-Tourism Industry Name of Student: University Name

The ICT plays a significant part in the development of the tourism industry as well as the way in which it is responsible for the increasing competitiveness of the entire industry (AliGonzalez et al. The ICT plays a significant part in the development of the tourism industry as well as the way in which it is responsible for the increasing competitiveness of the entire industry (AliGonzalez et al.

Running head: CASE STUDY ON UK E-TOURISM INDUSTRY
Case Study on UK e-Tourism Industry
Name of Student:
Name of University:
Author’s Note:

1CASE STUDY ON UK E-TOURSIM INDUSTRY
Table of Contents
Table of tables:................................................................................................................................3
Table of Figures:..............................................................................................................................4
1.0 Introduction:..............................................................................................................................6
1.1 Background:...........................................................................................................................6
1.2 Research Aim and Objective Questions:...............................................................................7
1.3 Rationale:...............................................................................................................................8
1.4 Scope and Limitations:..........................................................................................................8
1.5 Project Outline:......................................................................................................................9
2.0 Literature Review:...................................................................................................................10
3.0 Methodology:...........................................................................................................................16
3.1 Research Philosophy:...........................................................................................................16
3.2 Research Approach:.............................................................................................................18
3.3 Research Strategy:...............................................................................................................18
3.4 Research Design:.................................................................................................................19
3.5 Variable Definition and measurement:................................................................................20
3.6 Sample Selection:................................................................................................................20
3.7 Data Collection Methods:....................................................................................................21

2CASE STUDY ON UK E-TOURSIM INDUSTRY
3.8 Analytical Procedure:..........................................................................................................22
3.9 Ethical Issues:......................................................................................................................23
3.10 Summary:...........................................................................................................................23
4.0 Findings and Analysis:............................................................................................................24
5.0 Discussion of Results:..............................................................................................................56
6.0 Conclusion and Recommendations:........................................................................................58
7.0 References:..............................................................................................................................61

3CASE STUDY ON UK E-TOURSIM INDUSTRY
Table of tables:
Table 1: Frequency Table for Nationality.....................................................................................23
Table 2: Frequency table for gender..............................................................................................23
Table 3: Frequency table for age group.........................................................................................24
Table 4: Frequency table for education.........................................................................................25
Table 5: Monthly income table......................................................................................................26
Table 6: Holiday taking.................................................................................................................31
Table 7: Service of e-tourism........................................................................................................32
Table 8: The level of fulfilment.....................................................................................................32
Table 9: Satisfaction level.............................................................................................................33
Table 10: Happy customers...........................................................................................................33
Table 11: Feeling of a sense of belonging.....................................................................................34
Table 12: Behavior of employees..................................................................................................34
Table 13: Interest in problem resolving.........................................................................................35
Table 14: Understanding distinct needs.........................................................................................35
Table 15: Good relationships with employees...............................................................................36
Table 16: Highly skilled employees..............................................................................................36
Table 17: Effective communication channel.................................................................................37
Table 18: Effective information on online services.......................................................................37
Table 19: Usage of latest technology.............................................................................................38
Table 20: Conversation of phone call............................................................................................38
Table 21: No noise during cell.......................................................................................................39

4CASE STUDY ON UK E-TOURSIM INDUSTRY
Table of Figures:
Figure 1: Pie Chart for Nationality................................................................................................27
Figure 2: Pie chart for Gender.......................................................................................................28
Figure 3: Pie chart for age group...................................................................................................29
Figure 4: Pie chart of education.....................................................................................................30
Figure 5: The pie chart for income................................................................................................31
Figure 6: Frequency of Holiday.....................................................................................................41
Figure 7: Service of e-tourism......................................................................................................41
Figure 8: A sense of fulfillment....................................................................................................42
Figure 9: Satisfied after taking a visit............................................................................................43
Figure 10: Happy to be a customer................................................................................................44
Figure 11: Sense of belonging to the industry...............................................................................45
Figure 12: Behavior of employees.................................................................................................46
Figure 13: Showing interest in the problem resolving...................................................................47
Figure 14: Understanding distinct needs.......................................................................................48
Figure 15: Employee creation of relationships..............................................................................49
Figure 16: Employee's skill...........................................................................................................50
Figure 17: effective communication..............................................................................................51
Figure 18: The effective information regarding online services...................................................52
Figure 19: Utilization of latest technology....................................................................................53
Figure 20: Conversation through phone call.................................................................................54
Figure 21: No noise during call.....................................................................................................55

5CASE STUDY ON UK E-TOURSIM INDUSTRY

6CASE STUDY ON UK E-TOURSIM INDUSTRY
1.0 Introduction:
1.1 Background:
Since the time of the 1980s, the Information Communication technology has been
supremely responsible for the transformation of the most excellent functioning and strategic
practices in the industry at present. The rise of e-tourism, has bolstered the growth of a wide
number of different tools and services, which have been responsible for the facilitation of the
global interaction between the organisations all around the world. The continuous contact and
incessant interaction between the two different arenas, consisting of technology and tourism in
the current scenario has brought about important changes in the industry as well as the insights
into the inherent features of the industry. ICT plays a crucial part in the rising competitiveness of
the operations of tourism and also for the entire industry. The progress of the ICTs and the
connection of tourism to the ICTs have been seen for more than 3 decades (Ali 2016).
Progress in the search engines of various kinds, their carrying capacity, network speed
have had a significant amount of the number of travellers across the world specifically those who
utilize technologies for the planning and experience of their travels. ICT has significantly
transformed the efficacy and the success of organisations concerning tourism in a drastic manner.
It has also impacted the method of conducting the business in the marketplace as also the
consumer interaction with the organisations. The ICT driven procedure of business is responsible
for the re-engineering, which is followed in the entire industry and this develops new kinds of
opportunities in the industry which are even threats for certain stakeholders (Berne, Garcia-
Gonzalez and Mugica 2012).

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The ICT is not only responsible for empowering the consumers in terms of identifying,
customizing and purchasing of tourism products but also for supporting the overall industry
globalisation by provision of the useful tools to the suppliers for developing, managing and
distributing the offerings all over the world. Therefore an important field of research is gradually
coming to the surface from this particular interface as researchers are desirable of understanding
and communicating the significance of newer and better technologies along with the
investigation and interpretation of contemporary activities, it is also desirable that the way ahead
is forecasted for the help of both the industry as also for technological developments (Berné et al.
2015).
The growing number of websites concerning travel and tourism which are being
produced in the developed as well as the developing countries are responsible for showing the
significance of ICT in the tourism industry. It is also responsible for the indication of the
evolution of e-tourism in the world. Tourism today, is on the verge of becoming the largest one
in world and its growth rate has shown a consistency in the year to year increase of its revenue
and collections. Tourism has grown and it is a highly competitive business with respect to
tourism destinations all over the world. The increase of the people who are going all over for
travel purposes has been increasing. Information systems of tourism has now become a new type
of business systems, which is aimed at supporting both e-commerce and e-travel organisations.
Therefore the concept of e-tourism is an appropriate application area for different technologies as
the information distribution and discussion are the key support systems of the travel industry.
1.2 Research Aim and Objective Questions:
The primary motive of this particular research is to identify the determinants which are
responsible for impacting the customer’s behaviour in the e-tourism industry in the perspective

8CASE STUDY ON UK E-TOURSIM INDUSTRY
of the scenario at UK. The objective questions which are aimed at for the particular study are
formulated in connection to the customer satisfaction level with respect to e-tourism in the UK
industry.
 Is there is a change in the customer satisfaction level with the increase in the quality of
service?
 What are the determinants of the customer satisfaction level in the UK e-tourism
industry?
 What is the relationship between each of the identified factors and customer satisfaction
in the tourism industry?
 What are the best strategies to be implemented to ensure customer satisfaction?
1.3 Rationale:
The rationale of the research aims at covering the determinants of the customer
satisfaction in the UK e-tourism industry. The nature of the industry has to be considered. The
changes in the industry from its inception to the present are to be considered. The different
factors like the quality of service which the customers receive, the impact of the service features
on the customer satisfaction are also to be studied. The effects of the destination and distance
between the residence of the customers and their chosen destination are to be understood.
Basically the thought processes and the factors which govern the customer satisfaction are to be
considered.
1.4 Scope and Limitations:
The research study if conducted properly can help in the prosperity and further
advancement of the e-tourism industry. Further the idea and the suggestions of the respondents

9CASE STUDY ON UK E-TOURSIM INDUSTRY
need to be understood and analysed in order to make sure that the different segments of the
customers in the tourism are catered to. This can correspond towards making the tourism
industry much more specific and customer oriented.
Limitations of the study include that of qualitative viewpoints of the research. In case the
stakeholders, specifically the customers could be interviewed, then it would have been possible
for the researcher to understand and analyse the factors which corresponded to that particular
segment of the customers. However such information cannot be obtained from the quantitative
study alone.
1.5 Project Outline:
The project aims to describe the relevant literatures with regard to the e-tourism industry.
The total project consists of six different chapters. The initial chapter is the introduction which
discusses the background of the topic which has been chosen, the research aim and it also
identifies the objective questions which are linked to the concerned research. This also throws
light on the rationale and the syllabus and the disadvantages of the study. The secondary chapter
of the study deals with the literature review of the topic which assists in the identification of the
work of different researchers related to the topic chosen and it also covers the areas which have
been highlighted in the objective question section. The third chapter is the research methodology
which draws focus on the philosophy of research, the research approach, the strategy of research,
research design, definition of the variables and measurement, the selection of the sample, the
methods of data collection, the analytical procedure, ethical issues arising in the survey and the
overall research summary. The chapter four is the findings and analysis which discusses the
graphs and tables and the findings. Chapter five discusses the results of the analysis in detail and

10CASE STUDY ON UK E-TOURSIM INDUSTRY
the concluding chapter six comprises of the project conclusion and also discusses the
recommendations if any.
2.0 Literature Review:
In today’s world tourism is gradually growing and developing into a significant industry,
with the advancement and progress in the transport sector across the world. The growing
approachability of the isolated areas with proper picturesque beauty pulls more and more tourists
from different parts of the world. The increase in the accessibility has caused a rise in the
chances that people can go anywhere and according to their wish. There also have been rise in
the concerns over security as it is possible for any person to go anywhere. The ICT systems are
being increasingly used in the tourism industry for more effectual and safe treatment of the
tourists and their travel timetables. This new and innovative tourism with ICT systems is referred
to as E-tourism (Dargah and Golrokhsari 2014).
With the start of the 80s, the information and the verbal trade innovations have been
changing over the space of the tourism will all the accomplishments in the ICT area of the
practices. It has been seen since two decades ago that there has been a noteworthy accentuation
with regards to a significant change in the gadgets and the offerings which are responsible for the
encouragement of the collaboration among the commercial centre performing artists at a level
which is noteworthy worldwide. The improvement of the seeking motors the limits of
transportation and speed systems have impacted the assortment of the voyagers in the utilization
of innovation. This is done for making suitable arrangements as well as for recording of the
adventures of the people. The web has now become the standard territory for the visits due to the
purpose of purchase and bookings. The overall population worldwide has impacted the creating

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the web on the client practices. It has also deal with the present and future promotion and
advertising styles. Due to the changes, ICT now not just gives the customer the likelihood to
find, alter and buy touristic stock, it also offers support for the touristic endeavour globalisation.
There has also been a growth in the e-commercial enterprise part in the tourism scenario.
E-tourism has been defined to be a method of constructing the enterprise connections and of
utilizing the internet for providing objects which are related to tourism. Regarding the e-tourism
applications the nature of the administrations are ordered in the commercial enterprise to patron
classification. Subjects have also been studied to be the premise of a certain level of scrutiny and
the e-tourism region has been studied and the mechanical advancement and the impact of the
touristic market have been studied (Mohammed and Rashid 2012).
Researchers have noted that the travellers bid stepwise for the understanding on the
districts of tourism information and also regarding the destinations which allow the booking
services for the housing and delivery businesses. It has been said that the people need to properly
consider the localities which they want to visit and ensure that they are worth receiving. Tourism
industry is one of the most noteworthy consumers of a wide amount of information and the only
user of the related technologies. ICT s have been applicable in the realm of tourism industry over
several years in the past. E-tourism takes into account all the information about travel and
tourism related activities. This includes setting up of traditional travel agents, national tourist
offices, hiring of cars, hotels, and other places of accommodation. These places of
accommodation offer various kinds of online services. This helps the tourists in a big way, by
helping them to make their travelling time tables. New tourism environment is facing a rapidly
changing environment and is in need of continuous research (Bethapudi 2013).

12CASE STUDY ON UK E-TOURSIM INDUSTRY
Proper research can provide relevant data which help in devising the competitive
strategies and higher degrees of competitiveness. There has been a classification done of relevant
operators of e-tourism into three major groups. The initial group of users correspond to the
tourists who wish to plan a particular trip, those who seek information on the air routes, distances
across cities and towns as well as sites of native tourist information centres which may or may
not exist on their prearranged routes. The second category of people comprises those who bring
forth a demand from the travel professionals and seek information for the purpose of advising
their customers. The final class of people comprise of those who have migrated from a certain
area and utilize information to remain close (Soteriades 2012).
It is possible for consumers to undertake the complete tourism product search and
booking online and for this they require malleable, specialised, accessible as well as interactive
communiqué with the tourism organisations. Therefore both the tourism destinations and
organisations need to look for new methods and increase the degree of their competitiveness.
The internet is a major selling channel for the World Wide Web for all the industries which even
include those of tourism (Meyers and van Woerkom 2014). The retaining of clients online is
researched to be easier in comparison to the bricks and mortar business. The use of internet plays
a important role in the growth, development and the usage of the information and
communication technologies. The internet can be used in two different ways which however are
not mutually exclusive. The growth of information and communication expertise has been seen
to blur the traditional boundaries between distribution as well as information. Tourism
organisations can also utilize Information and communication for the purpose of addressing
individual needs and wants of their respective consumer base.

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E-commerce has been seen to provide newer and better networks for world-wide
advertising of goods and services and it is responsible for the presentation of opportunities for
the creation of new businesses for the information sharing and other knowledge based products
which are of intangible nature. There are four features of advertising in the tourism industry
which have been mentioned to have been altered by the arrival of e-commerce. It is said to
improve the advertising of goods and services by means of straight, interactive as well as rich
information contact with the customers. Secondly e-commerce is also responsible for the
development of an online distribution channel. Thirdly the concept of e-commerce saves a lot of
communication and administrative costs. Fourthly it also enhances the client service by enabling
customers to find detailed information online which can be answered by email correspondence.
Finally the customers need lesser amount of time to find more information on the tourism
products and also make relevant comparisons.
Though too many people use the facility of e-tourism and there has been a great growth
in the field of e-tourism the growth has been balanced on both the demand and supply side. Ever
since the emergence of e-commerce it has become extremely crucial for all tourist firms to apply
this in their businesses. There has been the need to be relevant to the changing times and this has
always impacted the overall business all around the world. There is the desirability among the
firms to ensure that they are capable of providing more and better level of services to their
customers. This is because of the reason that the customers need to have their changing needs
and requirements met with the change in times and places.
The tourism industry is a hybrid industry of sorts as it has merged with the information
technology industry to give rise to the e-tourism industry. The product of tourism industry is
purely based on the information provided. Internet can be considered to be one of the most

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influential technologies which is responsible for impacting the behaviour of the customers. There
are several influences on the tourism industry which are nothing but the factors which are related
to the implementation of successful tourism practices. It is seen that main literary approaches
aim at measuring the capabilities of meeting expectations, benchmarking and a direct
performance assessment (Lepmets et al. 2014). The fulfilment of guest expectations, levels of
satisfaction and other approaches are also kept in mind. The different determinants of success
and satisfaction levels of the customers are bound to vary with place, race, ethnicity and so on
(Dwyer et al. 2012).
Today the industry of tourism has become a lucrative business affair. It has now become
the consumer of a wide variety of information and the one and only user of its allied technologies
in addition to this. Information technology has been responsible for altering the way in which the
tourism organisations have distributed their tourism products in the market places. It has been
researched that the information tools and technologies have now become one of the most
important elements of the tourism industry as the generation, processing, application and
communication of information are extremely crucial for the day to day operations in the tourism
industry. Research has shown that the development of information and communication
technologies blurs the traditional boundaries between distribution and information. Interactive
information which is screened at the tourist information centres makes way for the tourists to
acquire information and make bookings at the same time. Tourism organisations can be utilized
for addressing individual needs and wants of their customers.

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Figure 1: The model of e-tourism loyalty
The model of e-tourism loyalty basically consists of three independent variables namely
the generation of stimulus, the search of information and the service quality evaluation. The
dependent behaviour is taken to be the consumer behaviour in the realm of e-tourism which is
measured by the loyalty satisfaction or the dissatisfaction of the customer.
This particular model is supportive of the old theories and shows that the desire,
influences and interest are the major factors which are responsible for evoking the generation of
the stimulus for a customer to make him or her interested in the using the e-tourism services. The
customers are those who start collecting information about the services which are provided by
the e-tourism services which match the personal desires to travel. The idea of the information
search is influenced by the awareness which is generated by the information which is provided
clearly on the websites. There has been a personal experience and the electronic word of mouth.
The third determinant is the service quality evaluation in the purchase phenomenon of the

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products and services which is affected by the information search and the generation of the
stimulus. At this time the customer compares the services which are offered by the e-tourism
service with the own requirements on the scale. The customer tries to ensure that his or her
requirements do comply with the services which are being provided by the e-tourism facilities.
The level and variety of the services provided by the e-tourism facilities determine the level of
satisfaction of the customers (Pantano, and Di Pietro 2013).
Research has shown a lot about the generation of stimulus which is responsible for
affecting the customer behaviour in the e-tourism services. The stimulus is generated depending
upon the influence of the prior experiences and the needs of the consumers, towards a particular
product or service. The positive and negative experiences of the customers with a specific
service both effect the level of the customer’s satisfaction. In order to receive the loyalty of the
customers there is the need for the e-tourism industry to develop technologies for recording the
customers’ reaction to the generation of stimulus and also to provide them with more and more
customized products and services which are based on their personal preferences.
There is the need for the managers of e-tourism services to make proper use of the stimuli
for the generation of the interest of the customers. The promotion of the tourism business needs
to make proper utilization of the actors which involve the feelings of excitement, pleasure for the
promotion and the generation of the stimulus inside the customers. The judgement of the
customers regarding the factors is a major determinant of the level of their satisfaction regarding
the e-tourism services.
Satisfaction of the customers in the tourism industry need to be given proper importance
as the topic of customer relationship management is crucial in the services industry. The issues

17CASE STUDY ON UK E-TOURSIM INDUSTRY
of customer loyalty and customer retention are related aspects of customer satisfaction which are
equally important for the industry. In the face of the rapid and expanding changing in the
businesses and the way in which the organisations compete the ICTs have been applied in the
industry over a number of years. The e-tourism firms need to keep the several factors of e-
tourism in mind and therefore help in reaching a certain level of customer satisfaction.
3.0 Methodology:
3.1 Research Philosophy:
The idea regarding the research philosophy is the idea or the faith regarding the way in
which the data collected regarding a particular research topic is utilized and gathered. The
application of the data which have been received in the research procedure as a whole is one of
the most significant portions in the overall study. The primary goal of any researcher is to
accumulate the collective data, after which the development of the overall structure of the
research procedure is done. Ontology, Epistemology and Axiology are the three major points
towards the development of the overall research process. The research philosophy and its
importance lies in the purpose of the development of knowledge in the research proceedings as a
whole. The four main pillars of research philosophies are that of positivism, realism,
interpretivism and pragmatism. It often becomes difficult on the part of the researcher to identify
the most optimum method among the four existing types of philosophies.
Positivism is mainly put into use in accordance with the specific supposition that the
knowledge which is dependent upon the principles of corroboration and reproducibility is
primarily, the base of all types of genuine knowledge. Interpretivism does not ignore the
positivism aspect of knowledge but it often interrogates the methods which are used in

18CASE STUDY ON UK E-TOURSIM INDUSTRY
positivism. Realism has the responsibility for keeping up the fact the normal logic and methods
of social sciences can be subsequently used. Pragmatism refers to that kind of a research method
which is primarily responsible for the purpose of assessment of the different theories and beliefs
depending on the success of their application in their practical life scenarios.
The primary goal of this specific research is to ensure the application of the philosophy of
positivism of the research and it is due to the fact that this approach agrees to describe the factual
knowledge which is gained by means of different categories of observations. This nature of study
usually provides the analyst with limited data collection and interpretation by the application of
different kinds of applications and research findings.
3.2 Research Approach:
Implementation of the research methods is important and vital for creating the use of the
right research hypothesis in the entire study. There are various kinds of categories of research
hypothesis which are necessary for understanding the actions of the research which is based on
the various kinds of theories. The most vital methods of the research methods consists of
deductive research approach method, inductive research approach method, and abductive
research approach method. The deductive method of the research deals with the creation of a
pertinent hypothesis which is based on current theory which is followed by the design of a
research strategy to test the hypothesis. The inductive approach is related with the search for
patterns from the interpretations and creation of elucidations based accordingly. The abductive
method is mainly used to overcome the problems in the prior methods in previous two methods.
In this specific study the deductive method of the research methodology is to be used.
This method is used to preserve the aggregate the research proceedings which is based on the

19CASE STUDY ON UK E-TOURSIM INDUSTRY
various kinds of the existent theories. The data collection is to be used in order to assess the
proposals and the hypothesis which is based on the existing theories.
3.3 Research Strategy:
The different types of research strategies which are relevant in the case of the particular
study are namely that of quantitative and qualitative. Each research strategy is unique in its own
way and method. There cannot be the same procedure and approach to the research study in case
of each assignment and therefore the research design and the aim of the study needs to be
understood.
An appropriate strategy of research not only provides a direction to a particular study but also
helps in the choice of the correct methodology for the collection and analysis of the data for the
purpose of research. There are two basic types of strategies namely qualitative and quantitative.
In the qualitative research strategy aims at understanding the opinions and reasons for a deeper
knowledge of the problem to be considered. This particular study helps in the achievement of the
research objectives by means of interviews, direct observations, open ended surveys and so on.

20CASE STUDY ON UK E-TOURSIM INDUSTRY
The quantitative method of study is to look for patterns in the numeric data which can be
analysed by the use of relevant statistics (Thomas and McDonagh 2013).
In this particular method of research, the statistical, mathematical and numerical analysis
of the provided data needs to be performed. Thus the research strategy to be adopted is that of
quantitative study.
3.4 Research Design:
The creation of an appropriate research design needs to highlight the aggregate
investigative procedure in an assorted manner. There are certain applications towards the
development procedure of a suitable strategy of research (Meyers, Gamst and Guarino 2016).
The four major types of research designs are those of sampling design, observational design,
statistical design and operational design. In this particular study the statistical research design has
been chosen (Mitchell and Jolley 2012). This particular design has been chosen in this particular
research as the analyst can analyze the data which are to be gathered in a proper manner. The
exploratory research design will base the methods based on the particular research studies. The
analysis of all the objectives of the research is to be fulfilled in the given case study. The results
are to be determined based on the relevant outcomes of the research proceedings (Creswell and
Creswell 2017).
3.5 Variable Definition and measurement:
There exists various kinds of variables which needs to be considered during the time of
the analysis of the customer satisfaction industry. The factors which are to be considered in
connection to the level of customer satisfaction in the industry are that of the customer service
quality, service features and also the distance to the destination which have been linked to the

21CASE STUDY ON UK E-TOURSIM INDUSTRY
person. The different determinants of the service are also to be analysed in this particular
connection. This helps in the analysis of the different factors which influence the level of
customer satisfaction in the industry.
3.6 Sample Selection:
There are two major methods of sample collection which can be used by a researcher in
the research proceedings. These methods of sampling include probabilistic and non-probabilistic
methods of sampling. With the relation to statistics the probability sampling refers to the method
of sampling where all the members of the population have a pre-determined and equal chance to
be a part of the sample. This particular technique is based on the principle of randomization
where the procedure is designed which guarantees that every individual of the population has an
equal opportunity of selection. This helps in the reduction in the possibility of bias. The
researchers can make statistical inferences by means of use of this particular technique. The
methods of probability sampling are simple random sampling, stratified sampling, cluster
sampling and systematic sampling.
Non probability sampling is the method where all the individuals are not given an equal
chance of being a part of the sample. This method is considered to be that of non-probability
sampling. This technique does not involve any probability attached to the unit of the population
and the selection solely relies on the subjective and situational judgement of the researcher. Thus
it can be said that all the conclusions that are drawn by the researcher cannot be inferred from the
sample which has been selected from the entire population. The methods of non-probability
sampling include convenience sampling, quota sampling, judgement or purposive sampling and
snowball sampling.

22CASE STUDY ON UK E-TOURSIM INDUSTRY
In this particular research method the type of sampling which has been selected is that of
probability sampling and to be more specific the type of probability sampling chosen is that of
simple random sampling. That is it is assumed that every member of the population from which
the sample is to be selected have an equal probability of selection in the particular sample.
3.7 Data Collection Methods:
The data collection procedure is actually a process of collecting information from all the
relevant sources for the finding of answers to the research problem, in order to test the
hypothesis and understand the outcomes. There are two methods of data collection is to be
divided into two categories namely primary and secondary methods of data collection. The
primary method of data collection is when the data are being collected directly from the different
stakeholders of the research and is subdivided into the quantitative and qualitative methods of
collection of data (Myers, Well. and Lorch 2013).
Secondary data usually are used to denote those data which have already been published
in sources such as in books, newspapers, magazines and journals among other sources. There are
several methods and sources of data which relate t the application of the appropriate set of
criteria for the selection of secondary data which needs to be used in the study. The date of
publication, credential of authors, reliability of the source, quality of the discussions, depth of the
analyses, extent of contribution to the development of text constitute the relevant criteria.
The role of the data analysis procedure is to evaluate one of the most important parts
towards the organisation of a suitable method of research. There are several methods of the
development of the method of data analysis. Based on the requirements in the study the aim of
the researcher is to use only a primary method of data collection. There are to be data collection

23CASE STUDY ON UK E-TOURSIM INDUSTRY
methods of primary data from the suitable respondents and the stakeholders of the e-tourism
industry in the UK.
3.8 Analytical Procedure:
The statistical analysis is carried out in the SPSS software. The different determinants of
the customer satisfaction level in the industry are analysed by means of SPSS. The summary
statistics are collected for each of the data. The descriptive statistics including the measures of
central tendency are enumerated in the software. The other measures which are analysed
comprise of those which can potentially impact the customer satisfaction in the tourism industry.
The correlation and regression of the different variables identified with regard to the study are
analysed in this particular area of research. The correlation of the factors with that of the
customer satisfaction are calculated and analysed. The regression also helps in the analysis of the
impact of the different factors on the main dependent variable which is that of customer
satisfaction.
3.9 Ethical Issues:
The idea of ethics is the major concern in the overall operations of the research, the
maintenance of the ethics of the investigation is one of the main jobs of the researchers in the
activities of research. The notion of the data protection act comprises the major concerns which
different researchers follows towards the organisation of a proper and well defined collection of
data and data analysis as the concept of data collection is one of the main activities in the
operations of research. The analyst has to make sure that the privacy of the examination
proceedings is maintained in a proper manner and all the data which have been collected has
been used for the functioning of the approach selected for the research and also for the analysis.

24CASE STUDY ON UK E-TOURSIM INDUSTRY
The identity of all the people who have participated in the research has been kept undisclosed so
that the assurance of privacy is maintained at all times.
3.10 Summary:
Therefore the methodology aims at the identification of the different factors which are
responsible for impacting the customer satisfaction in the UK e-tourism industry. The study falls
short in several aspects in the sense that the qualitative research method is not included in this
assignment. In case the interviewees were asked about their preferences and the impact of their
services, an idea could have been framed regarding their individualistic points of view. In such a
case the study falls short as it does not cover the qualitative aspects of the topic in addition to the
quantitative aspects.
4.0 Findings and Analysis:
The questionnaire which had been formulated for the purpose of data collection had been
given to 100 respondents and on the basis of their responses the data were analysed and the
overall opinions of the people were to be understood on the basis of the answers which they had
provided to the results.
Table 1: Frequency Table for Nationality
Frequency Percent Valid Percent
Cumulative
Percent
Valid Non-UK 32 44.4 44.4 44.4
UK 40 55.6 55.6 100.0
Total 72 100.0 100.0

25CASE STUDY ON UK E-TOURSIM INDUSTRY
The above table is related to the total number of responses which have been collected and
out of these what are the nationalities of the people who have responded whether they are UK
based or Non-UK based and also relate to the percentage of the respondents who are UK or non-
UK. The total number of responses which have been collected in this case is 72. It is found from
the above table that the percentage of people who are from UK are 44.4% and those who are not
from UK are 55.5%.
Table 2: Frequency table for gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid Female 39 54.2 54.2 54.2
Male 33 45.8 45.8 100.0
Total 72 100.0 100.0
The above table relates to the number of males and females out of the 72 respondents
who have responded to the questionnaire. As it is seen in the above table it is clear that the total
number of female respondents was 39 and the male respondents where 33. Thus the female
respondents comprised of 54.2 percent of the total responses and the male respondents comprised
of 45.8 percent of the total respondents.
Table 3: Frequency table for age group
Age_group_Code

26CASE STUDY ON UK E-TOURSIM INDUSTRY
Frequency Percent Valid Percent
Cumulative
Percent
Valid 18 -29 Years 25 34.7 34.7 34.7
30-39 Years 24 33.3 33.3 68.1
40-49 Years 17 23.6 23.6 91.7
50+ Years 6 8.3 8.3 100.0
Total 72 100.0 100.0
The above table is related to the different age group of people who have responded to the
questionnaire. These people have different corresponding percentages in terms of their responses
to the questionnaire. There are a total of four subdivisions which include that of 18-29 years, that
of 30-39 years, 40-49 years and above 50 years. It is clear from the above table that the
maximum frequency of respondents is in case of the age group of 18-29 years which is found to
be 34.7 percent of the total response. The frequency of the age group of 30-39 years is that of 24
and that of 40-49 years is 17 and that of 50 years and above is that of 6. The lowest percentage of
responses is in case of the age group of 50 years and above which is that of 8.3%.
Table 4: Frequency table for education
Education_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Bachelor Degree 25 34.7 34.7 34.7
Diploma 13 18.1 18.1 52.8
Master/Doctorate 28 38.9 38.9 91.7

27CASE STUDY ON UK E-TOURSIM INDUSTRY
Up to High School 6 8.3 8.3 100.0
Total 72 100.0 100.0
This above table relates to the frequencies of the different levels of educational levels of
the respondents. These comprise of either, school level education, bachelor’s degree, diploma or
of Master’s or Doctorate level. It has been seen that the high school education frequency of the
respondents has been found to be 8.3 percent of the total responses which have been collected.
The second highest percentage of the responses which have been collected is that of 18.1 percent
which comprise of the people who hold the diploma degree. The third highest is that of people
who have a bachelors degree in their educational level and the masters or doctorate level
respondents are the highest namely that of 28 percent of the total responses which have been
received.
Table 5: Monthly income table
Monthly_Income_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid £ 12001-185 20 27.8 27.8 27.8
£ 18501-250 11 15.3 15.3 43.1
£ 25001+ 3 4.2 4.2 47.2
£6501-12000 21 29.2 29.2 76.4
Up to £ 650 17 23.6 23.6 100.0
Total 72 100.0 100.0

28CASE STUDY ON UK E-TOURSIM INDUSTRY
The above table is related to the monthly income of the respondents of the survey. There
have been different degrees or levels of the income of the individuals. Thus it can be clearly seen
that the income groups have been divided into different ranges and the corresponding
frequencies and the cumulative frequencies have been provided in the above table.
Figure 1: Pie Chart for Nationality
The above figure relates to the percentage of the people who have responded to the
questionnaire and these people are either nationals of UK or are non-UK. It is clear from the pie
chart which has been given above that the number of the respondents who are not from UK are
less in number and those who are from UK are much more in number and therefore in
percentage.
Figure 2: Pie chart for Gender

29CASE STUDY ON UK E-TOURSIM INDUSTRY
The above pie chart shows the demarcation or the total percentage of genders which
include that of males and females who are respondents of the questionnaire survey. It is seen that
the total number of females are more than that of the male respondents. The blue section
indicates that of the female respondents and the green section comprises of the male respondents.
Figure 3: Pie chart for age group

30CASE STUDY ON UK E-TOURSIM INDUSTRY
The above figure indicates the percentage composition of the people who belong to the
different age groups which are divided as 18-29 years, 30-39 years, 40-49 years and 50 years and
above. This is the overall percentage of the people indicated in terms of green, blue, purple and
cream color. It is seen that the maximum percentage is in the case of the people who belong to
the initial age groups. Thus it can be clearly stated that these people have given the majority of
opinions on the different questions which are related to the topic of e-tourism.
Figure 4: Pie chart of education

31CASE STUDY ON UK E-TOURSIM INDUSTRY
The pie chart which is shown above clearly indicates that there are different degrees of
education which the respondents posses. It is clearly seen from the pie chart that the bachelor’s
degree pass-outs along with the master’s or doctorate degree have the highest percentage of
responses in terms of the analysis of the questionnaire.
Figure 5: The pie chart for income

32CASE STUDY ON UK E-TOURSIM INDUSTRY
The above pie chart clearly indicates that the total monthly income of the respondents as
divided into different categories can be represented in a pie chart as is represented above. This
helps in the overall representation of the income group of the respondents. After this the
particulars of the questionnaire need to be understood in terms of the different categories of
responses to the different questions which need to be answered in terms of the requirements of
the people.
Table 6: Holiday taking
Frequency_of_Holiday_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Monthly 13 18.1 18.1 18.1
Never 5 6.9 6.9 25.0
Rarely 19 26.4 26.4 51.4

33CASE STUDY ON UK E-TOURSIM INDUSTRY
Yearly 35 48.6 48.6 100.0
Total 72 100.0 100.0
The above table clearly shows that the total percentage of frequencies of the people who
have been to vacations either monthly, yearly, rarely or never.
Table 7: Service of e-tourism
service_of_etourism_in_accordance_to_desired_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 24 33.3 33.3 33.3
Disagree 11 15.3 15.3 48.6
Neutral 18 25.0 25.0 73.6
Strongly Agree 12 16.7 16.7 90.3
Strongly Disagree 7 9.7 9.7 100.0
Total 72 100.0 100.0
The table shows the opinions of the people regarding the service of tourism in terms of the
scenario.
Table 8: The level of fulfillment
a_sense_of_fulfillment_Code
Frequency Percent Valid Percent
Cumulative
Percent

34CASE STUDY ON UK E-TOURSIM INDUSTRY
Valid Agree 21 29.2 29.2 29.2
Disagree 12 16.7 16.7 45.8
Neutral 16 22.2 22.2 68.1
Strongly Agree 15 20.8 20.8 88.9
Strongly Disagree 8 11.1 11.1 100.0
Total 72 100.0 100.0
The above table shows the different levels of agreeability in this perspective. The
percentage of the people who agree, disagree, strongly agree or disagree or are neutral.
Table 9: Satisfaction level
satisfied_after_taking_a_visit_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 30 41.7 41.7 41.7
Disagree 15 20.8 20.8 62.5
Neutral 13 18.1 18.1 80.6
Strongly Agree 13 18.1 18.1 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 72 100.0 100.0
Table 10: Happy customers
happy_to_be_a_customer_Code

35CASE STUDY ON UK E-TOURSIM INDUSTRY
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 28 38.9 38.9 38.9
Disagree 15 20.8 20.8 59.7
Neutral 13 18.1 18.1 77.8
Strongly Agree 13 18.1 18.1 95.8
Strongly Disagree 3 4.2 4.2 100.0
Total 72 100.0 100.0
Table 11: Feeling of a sense of belonging
feel_a_sense_of_belonging_to_the_industry_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 35 48.6 48.6 48.6
Disagree 9 12.5 12.5 61.1
Neutral 16 22.2 22.2 83.3
Strongly Agree 9 12.5 12.5 95.8
Strongly Disagree 3 4.2 4.2 100.0
Total 72 100.0 100.0
Table 12: Behavior of employees
behavior_of_employees_inspires_confidence_Code

36CASE STUDY ON UK E-TOURSIM INDUSTRY
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 30 41.7 41.7 41.7
Disagree 8 11.1 11.1 52.8
Neutral 15 20.8 20.8 73.6
Strongly Agree 12 16.7 16.7 90.3
Strongly Disagree 7 9.7 9.7 100.0
Total 72 100.0 100.0
Table 13: Interest in problem resolving
shows_earnest_interest_in_problems_resolving_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 31 43.1 43.1 43.1
Disagree 10 13.9 13.9 56.9
Neutral 14 19.4 19.4 76.4
Strongly Agree 13 18.1 18.1 94.4
Strongly Disagree 4 5.6 5.6 100.0
Total 72 100.0 100.0
Table 14: Understanding distinct needs
understand_distinct_needs_Code

37CASE STUDY ON UK E-TOURSIM INDUSTRY
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 23 31.9 31.9 31.9
Disagree 10 13.9 13.9 45.8
Neutral 14 19.4 19.4 65.3
Strongly Agree 22 30.6 30.6 95.8
Strongly Disagree 3 4.2 4.2 100.0
Total 72 100.0 100.0
Table 15: Good relationships with employees
employees_always_create_good_relationship_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 34 47.2 47.2 47.2
Disagree 4 5.6 5.6 52.8
Neutral 11 15.3 15.3 68.1
Strongly Agree 19 26.4 26.4 94.4
Strongly Disagree 4 5.6 5.6 100.0
Total 72 100.0 100.0
Table 16: Highly skilled employees
employees_are_highly_skilled_and_proficient_Code

38CASE STUDY ON UK E-TOURSIM INDUSTRY
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 33 45.8 45.8 45.8
Disagree 5 6.9 6.9 52.8
Neutral 13 18.1 18.1 70.8
Strongly Agree 17 23.6 23.6 94.4
Strongly Disagree 4 5.6 5.6 100.0
Total 72 100.0 100.0
Table 17: Effective communication channel
provides_an_effective_communication_channel_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 34 47.2 47.2 47.2
Disagree 9 12.5 12.5 59.7
Neutral 10 13.9 13.9 73.6
Strongly Agree 14 19.4 19.4 93.1
Strongly Disagree 5 6.9 6.9 100.0
Total 72 100.0 100.0
Table 18: Effective information on online services
provides_effective_information_about_online_services_Code

39CASE STUDY ON UK E-TOURSIM INDUSTRY
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 22 30.6 30.6 30.6
Disagree 6 8.3 8.3 38.9
Neutral 22 30.6 30.6 69.4
Strongly Agree 18 25.0 25.0 94.4
Strongly Disagree 4 5.6 5.6 100.0
Total 72 100.0 100.0
Table 19: Usage of latest technology
use_latest_technology_for_services_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 26 36.1 36.1 36.1
Disagree 6 8.3 8.3 44.4
Neutral 21 29.2 29.2 73.6
Strongly Agree 16 22.2 22.2 95.8
Strongly Disagree 3 4.2 4.2 100.0
Total 72 100.0 100.0
Table 20: Conversation of phone call
conversation_through_phone_call_a_success_Code

40CASE STUDY ON UK E-TOURSIM INDUSTRY
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 32 44.4 44.4 44.4
Disagree 1 1.4 1.4 45.8
Neutral 13 18.1 18.1 63.9
Strongly Agree 25 34.7 34.7 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 72 100.0 100.0
Table 21: No noise during cell
no_noise_during_call_Code
Frequency Percent Valid Percent
Cumulative
Percent
Valid Agree 31 43.1 43.1 43.1
Disagree 7 9.7 9.7 52.8
Neutral 16 22.2 22.2 75.0
Strongly Agree 15 20.8 20.8 95.8
Strongly Disagree 3 4.2 4.2 100.0
Total 72 100.0 100.0
The discussion of the results and the tables and the graphs are to be clearly explained in
the results discussion section. The impact of the decisions and the implication of the results are
to be clearly explained in this section.

41CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 6: Frequency of Holiday
Figure 7: Service of e-tourism

42CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 8: A sense of fulfillment

43CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 9: Satisfied after taking a visit

44CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 10: Happy to be a customer

45CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 11: Sense of belonging to the industry

46CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 12: Behavior of employees

47CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 13: Showing interest in the problem resolving

48CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 14: Understanding distinct needs

49CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 15: Employee creation of relationships

50CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 16: Employee's skill

51CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 17: effective communication

52CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 18: The effective information regarding online services

53CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 19: Utilization of latest technology

54CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 20: Conversation through phone call

55CASE STUDY ON UK E-TOURSIM INDUSTRY
Figure 21: No noise during call

56CASE STUDY ON UK E-TOURSIM INDUSTRY
The discussion of the bar charts and the implications of the results which are shown in the
bar charts are to be given in the results section of the discussion and results.
5.0 Discussion of Results:
The table of frequencies relating to the holiday frequencies shows that there are different
divisions of the holidays which are usually taken which can either be monthly, yearly, rarely or
even never. It is seen that the number of people who take yearly holidays are the majority.
Therefore the holidays need to be arranged in such a situation. There is also a discussion
regarding the topic of e-tourism service. It is seen that majority of the people feel that the service
of e-tourism is proper and it is in accordance with the requirements of the people.

57CASE STUDY ON UK E-TOURSIM INDUSTRY
The discussion regarding the degree of fulfilment of the people also needs to be discussed
and understood from the next table. This shows that there is a majority of people agree that going
on a vacation gives a sense of fulfilment to the people. Therefore the number of the people who
need to strongly agree on the basis of the vacation which they have taken is the most significant.
The next question related to the level of satisfaction of the people after taking a trip
relates to the agreeability of the vacation. Therefore the people who agree are the most in terms
of percentage of response are total 41.7% of the entire number of respondents.
In this connection there was a question which was asked in order to test whether the
people where happy in taking a vacation to which a majority replied that they agreed to the fact
that they were happy in fact there experience in their vacation was worth remembering. In
relation to the question whether the people feel a sense of belonging to the place majority of the
people agree to the specific fact.
Regarding the question whether the behaviour of the people which employ a level of
confidence towards their work. In this connection it can be said that the majority of the
customers agree that the behaviour of the employees in case is positive have an inspiring impact
on the minds of the people. In case of the next question in the solving of problems it is usually
said that the people agree on the earnest interest in the intention of the employees for the purpose
of problem solving. There is also a major percentage of agreeability on the percentage of people
who believe that the employees are responsible for always creating a great relationship which
helps in the increase of the sales as well.
There are employees who believe that the employees are highly skilled as well as
proficient in terms of their capability in managing the workforce. Regarding the communication

58CASE STUDY ON UK E-TOURSIM INDUSTRY
of the online services equal numbers of people agree and are neutral about the effective
information of online services.
Apart from the tables there are different bar charts which are shared in order to
understand the impact of the holidays which is same as is provided in the tables. Therefore in this
connection it can be said that the UK industry is a promising place in order to manage the overall
capability of the tourism factors to positively impact the scenario of the tourism and travel in the
country.
Tourism is driven by the expenditure of tourism also referred to as the demand for
tourism and it is also considered as the department which is dependent on the information and its
spending of the visitors. In case of the UK tourism it is clear that the people need to understand
the availability of the facilities of tourism which is an important factor. The tourist organisations
need to provide proper facilities for the services which they provide and in addition to this they
also need to ensure that the customers are pleased with the work which they are doing.
6.0 Conclusion and Recommendations:
After an overall understanding of the entire scenario which is existent with respect to the
tourism industry it is desirable that the proper planning and implementation be done to ensure the
problems which are being faced in the industry and country at present. The tourism ration can be
considered to be a great measure of the economic importance of the tourism sector within the
regions which includes the outcome of all the industries of different regions. It is also seen that
the economic output is affected by the regions. There is also a proper measure of the economic
importance of the tourism sector within the regions. The regional impact of the advent of tourism
is also significant in every aspect of the tourism industry in the UK industry.

59CASE STUDY ON UK E-TOURSIM INDUSTRY
There are several inbound visits which is used to refer to the visits to the united kingdom
from the overseas tourists. There can also be overnight visits which are used to refer to the UK
residents that are inclusive of an overnight stay. There are also domestic outbound visits which
are used to refer to the UK residents spending on the trips abroad.
There has been sufficient research which has been conducted on a variety of issues which
relates to the inbound tourism factors impacting the decisions of the prospective tourists. There
are different independent travellers in the world who have different needs for their trips. The
earlier needs of value for money have changed. Now more importance is given to the
convenience travel. People do not focus on the cheapest means of travel but on the factors of
convenience travel. There are different situations which can impact the issues of tourism.
Therefore it is desirable that the wishes and needs of the people be taken into consideration at the
time of impacting the overall decisions pertaining to tourism. Since the industry is majorly
dependent on the people, their opinions are the main criteria in determining the success or the
impact of tourism as a whole.
There are several factors which are capable of affecting the travel and tourism industry in
a particular country. It often makes people reconsider their decisions of visiting a place. There
are often health warnings which make people change their minds about the safety of visit of a
particular place. There are different ways and means in which the natural disasters can impact the
overall conditions need to be understood carefully. The overall recommendations are dependent
on the experiences of the tourists pertaining to the UK industry.
The growth and the advancement of technologies need to be correlated to the different
factors affecting the tourism and travel industry. The ICT technologies need to be implemented

60CASE STUDY ON UK E-TOURSIM INDUSTRY
in the different websites of the tourism and travel companies to ensure that the tourists get a level
of optimised and well researched tourism experience. It is also seen that the people need to be
aware of the different repercussions which they might have to face in case they visit a certain
place. The results of the questionnaire need to be understood properly in order to understand
which aspects of the facilities they like most and which they do not. Thus the results of the
questionnaire pointing to the level of success or the degree of acceptance by the people have
been discussed.
Overall it has been found that the people are not very tough to please as they feel that the
existent level of services and facilities are also genuine and crucial for the required purposes.
Therefore the analysis of the questionnaire needs to be kept in mind and the changes in the
tourism industry need to be made accordingly.

61CASE STUDY ON UK E-TOURSIM INDUSTRY
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