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

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).

7CASE STUDY ON UK E-TOURSIM INDUSTRY
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