INTRODUCTION Travel and tourism is an important sector of hospitality sector in which information andcommunication technology plays major role in organisational development and enhancement. Toenlarge business opportunities organisation have to build their products and services by usingadvance technology to remain always competitive in marketplace.INDIVIDUAL REFLECTIONTourism is an important pleasure or business and that for attracting, accommodating andentertaining tourist and business of operating tours. In every industry to lead in market and toremain always competitive need of technological advancement and innovation are very muchimportant. In past the consumers are not as much demanding and techno savvy but as time passesneed of adaptation of it rises. Issues and reflection:There are some issues or concerns while adopting technology in travel and tourismindustry while adopting to enhance working and giving delighted experience to consumers. Thisis a group report in which 12 candidates conduct through research, in which I personally foundissues or concerns while accessing needs and want of application of technology and innovationin travel and tourism and while adopting merger & acquisitions. On other hand people are inorganisation not able to adopt changes that come while adopt technological advancement and forconsumers people who belong from rural areas not able to adopt and utilize required andprevalent technological advancement that creates hinders in development of travel and tourismsector. Information technology plays vital role in Hospitality and tourism industry over the lastdecades. Technology and innovation helps in reduce cost, in improving operational efficiency andenhance services with focus on giving delighted consumer experience. With the help oftechnological advancement customers and businesses can reap benefit of improvedcommunication, fast reservations and effective guest service system (How InformationTechnology Has Affected the Tourism and Hospitality Industry 2019).
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