Impact of ICT on Business Functions

The provided assignment discusses the influence of ICT on various aspects of business operations. It emphasizes the importance of using communication technology to facilitate continuous interaction with customers, gathering information about their demands, and identifying suitable ways to cater to those needs. The assignment also touches upon the strengths and weaknesses of research methodologies, specifically qualitative and quantitative approaches. It references several sources, including books, journals, and online resources, to support its arguments.

Research Project
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
1.1Project outline specifications.............................................................................................3
1.2 Identifying the factors which contributes to procedure of research project selection......4
1.3 LITERATURE REVIEW.................................................................................................5
1.4 Research project specifications........................................................................................7
1.5 Appropriate plan as well as procedures for agreed research specification.......................8
TASK 2..........................................................................................................................................12
2.1 Match resources efficiently to research questions..........................................................12
2.2 Undertaking proposed research investigation on accordance with agreed procedure and
specifications........................................................................................................................13
2.3 Recording relevant data where appropriate....................................................................14
Task 3.............................................................................................................................................17
3.1 Research Techniques .....................................................................................................17
3.2 Interpretation..................................................................................................................20
3.3 Recommendation............................................................................................................21
REFERENCES..............................................................................................................................23
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INTRODUCTION
During last few years, there has been rapid development in technology. Technological
advancement has provided various benefits to companies operating in different sector. At the
same time, growth in technology has given rise to stiff competition in industries especially in
tourism sector. The technological advancement has assisted tourism companies in bringing
improvement in marketing strategies. Modern technology has supported tourism companies in
promoting products or services at large scale. Technological advancement has direct as well as
significant effect on business operation of business entities operating in travel and tourism sector.
Growth in social media sites has enabled organization to facilitate two way communications and
provide firm an ease to obtain feedback directly from customers. Internet and various software’s
and websites have enabled enterprises in tourism sector to provide various services such as
online booking to customers. Now a days, travel companies or tour operators can remain in touch
with their clients by using mobile device or social media. In context of travel industry,
information technology is providing the data to tour operator which is required for assisting tour
operator in streamlining the business operations. Technological advancement has helped travel
companies in reducing the marketing cost and has assisted in increasing revenue.
The present report has focus on analyzing the influence of technology on travel
companies such as TUI.
Task 1
1.1Project outline specifications
Background of the topic :
Earlier, marketing campaign was conducted by travel companies such as TUI for promoting the
products and services. In addition to this, TUI also used to adopt the traditional promotional
techniques such as door to door, TV advertisement for generating the brand awareness. Due to
traditional technology, it was not possible for firm to reach wide number of customers.
Only one way communication can be facilitates with the help of traditional technology which
was not enough in context of accomplishment of desired marketing objectives. Use of traditional
technique of promoting products was very much time as well as cost consuming. Advancement
in communication technology has helped travel companies in facilitating two way
communications and has provided travel companies ease in reaching to the target customers. It
has enabled business entity to promote their products or services at large scale. In present
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scenario, many travel enterprises such as TUI is adopting the digital marketing strategies for
generating brand awareness. Use of communication technology has assisted TUI in analyzing the
needs and demands of customers. It has enabled business entity to gain competitive advantage in
the market. Technological advancement has bought big transformation in booking patterns. It has
really widened the ways through which travel enterprise can communicate with customers. By
utilizing the communication technology such as social media sites travel companies such as TUI
can promote products or services at both domestic as well as international level. Communication
technology can be used by TUI for communicated with various industry which whom business
entity is working.
Research aim: To analyze the influence of communication technology on travel companies- A
case study on TUI.
Research objective:
 To develop the understanding about communication technology.
 To gain knowledge about influence of communication technology on marketing activities
of TUI.
 To identify the interrelationship between
Information communication technology and tourism.
 To suggest the strategies this can be adopted by TUI Company for yielding maximum
benefits by implementing information communication technology.
 To recommend the tactics through which interaction between travel agency and
customers can take place.
Research Question
 What strategy can be utilized by TUI for promoting brand?
 How to establish interaction between company and its customers?
 Why social media is considered to be effective for promoting goods or services?
1.2 Identifying the factors which contributes to procedure of research project selection
Information communication technology has created the competitive pressure on travel
companies. Many travel companies such as TUI is using the communication technology for
promoting the products or services both at domestic and international level. There are various
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factors which contributes to research project selection are personal factors. Reason for selecting
the specific research topic is that scholar have interest in marketing and researcher wants to gain
detailed knowledge about communication technology as well as its influence on travel
companies. Other rationale for selecting this topic is that many increase in use of information
communication technology by travel companies has created curiosity in mind of researcher.
Access to primary data : The primary data has been collected using the questionnaire method.
The questionnaire form consists of open ended questions, this is the techniques used as
researcher perceives that it will assist them in getting the relevant answers to questions.
Scope and importance of topic : present research has limited scope. The investigation will be
executed for TUI organisation. The study has great importance as It will assist scholar in
developing the understanding about the Information and communication technology. It also
supports company in analysing the way digital technology influences marketing activity. The
investigation on specific topic will assist management in identifying the tactics which can be
used by organisation for interacting with customers.
1.3 LITERATURE REVIEW
As per the view of Goeldner & Ritchie,(2012) use of social media or communication
technology helps firm in increasing sales and revenue. According to the opinion of Dan ,
(2011), it is very much important for travel companies to provide quick responses to changes in
various factors in business environment in order to sustain in the market. The author Khalilov D.
(2016) has stated that by using the communication technology or social media travel companies
can receive feedback from customers. As per the perception of (),Social media possess a whole
variety of advantages if compared to the other marketing strategies, including both online as well
as offline. According to the opinion of (),, online advertising is used to increase brand awareness
and to attract the attention of consumers towards products or services. The author Gratzer
(2004) states that companies operating in tourism sector can gain various benefits as well as
opportunities by implementing communication technology at workplace. According to the view
of Buhalis (2010) information and communication technology has direct as well as significant
effect on tourism development. The author Gruescu (2003) states that Information and
communication technology offers opportunities to travel companies in various aspects, it helps
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firm in gaining competitive advantage.
It also helps business entity in improving productivity as well as support organization in
facilitating new ways of managing business operations. According to the view of Kribel (2004)
Information and communication technology has direct as well as significant influence on
competiveness of companies operating business in tourism sector. Other author Blake (2006)
argues that only innovation strategy with the use of digital technology will help business entities
in increasing competitiveness. According to the opinion of Marshall (2016), there is no apparent
relationship between ICT and productivity in hospitality in hospitality sector. The author
Jacob, (2003) states that many travel companies uses information and communication technology
for maintaining their market share as well as position in an industry.
According to the opinion of Vilaseca et al., (2006) information and communication
technology has helped business entities in fulfilling the needs and demands of customers in the
market. As per the view of martin (2004) who thinks that E-innovation taken as part of an
innovative strategy has the potential to change the various procedures especially marketing in
travel industry.
According to the view of Law and et.al (2009), has stated that information and
communication technology has bought big transformation in tourism sector. As per the opinion
of Optara and Onyije (2013) who perceives that advance technology has brought big as well as
positive change in the complete procedure of tourism service development, marketing and
management. The author Stiakakis & Georgiadis, (2011), has stated that advance technology
such as information communication technology has significant effect on effectiveness as well as
efficiency of travel companies. As per the view of Opara, J.A. & Onyije, E. (2013). who believes
that Information and communication technology has bought big improvement in business
structure of travel enterprises. Advancement in technology has created both opportunities as well
as threats for companies operating business in tourism sector. As per the view of Parsons, J.J. &
Oja, D. (2013). who stated that Technology provide travel companies a chance to offer wider
and customized services to wide number of customers. According to the opinion of Alam (2009),
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who perceives that Information and communication technology has made travel companies such
as TUI more information-rich and intensively structured. The author Xiang states that
Information and communication technology has great influence on the way travel companies
interact with their clients, stakeholders. According to the view of Munar (2012) who perceives
that Information and communication technology has given business entities new ways of
managing as well as retrieving information related to customers. Information and communication
has become invaluable business tool which is used by firm for interacting with stakeholders in an
effective manner.
1.4 Research project specifications
There are various methodologies will be used by the scholar for executing the different
activities during the investigation procedure, these are:
Research approach: The research approach is utilized for testing the validity in that manner by
which researcher can attain project as per the purpose with ease. There are basically two type of
approaches these are inductive and deductive. In present investigation, researcher will use
deductive research approach (Lancaster, 2017).
Research type: Selection of the type of research is completely based on the problem identified
during the investigation procedure. There are three types of research these are qualitative,
quantitative and mixed. Considering the scope of study, scholar will utilise both quantitative and
qualitative research technique. By deploying mix research type, scholar will easily able to reach
conclusion.
Research design: It involves making arrangement for facilitating the different research activities
such as collection, analysis and interpretation of data. Research design can be defined as the
strategy which can be utilised by investigator for integrating the different components of the
study in logical manner. Research design assist researcher in addressing the problem. There are
several types of research designs these are experimental, exploratory, explanatory and descriptive
research design. In present investigation on topic analysing the influence of ICT on tourism
scholar will use exploratory research design. This specific research design has been selected as it
will assist researcher in analysing the influence of ICT on hospitality sector.
Research philosophies: It can be defined as set of assumptions or beliefs which is directly
related to the technique used for accumulating, analysing and interpretations information.
Research philosophies also involves assumptions made by scholar while executing different
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activities during investigation procedure (Dang and Pheng, 2015). It can be divided into two
categories these are interpretivism and positivism. In present research, scholar will use
interpretivism research philosophy for analysing the influence of Information and
communication technology on tourism sector.
Data collection: It is considered to be as most crucial activity, as without completion of this task
research cannot be proceed further. Decision of researcher is completely based on the
information collected using different sources. There are mainly two sources from where
information related to the research topic can be gathered these are primary and secondary. In
present investigation, scholar will use both the sources (Choy, 2014). Investigator will use
personal interview and questionnaire technique for gathering of information. Questionnaire form
will consist of close ended questions related to the research topic.
Sampling: It includes selection of selection of few participants from wide population. There are
several techniques of sampling these are probability and non-probability. In present
investigation, investigator will use probability sampling technique. Reason for selecting the
probability sampling technique is that each and every individual get equal chance of getting
selected in research process. In present study 20 employees working in TUI has been selected
using probability sampling technique.
Data analysis: It is very essential part of investigation. Data analysis involves refining of
information gathered from both primary and secondary sources. Refining of data is important in
order to make information relevant and useful as well as untestable to user. In present study,
scholar will use both qualitative and qualitative technique for refining of data. In addition to this
graph, diagram, and tables will be used by researcher for making data presentable. Scholar will
prepare different themes based on questions and answer provided by participants. Various
software’s such as SPSS will be used by investigator for determining the reliability and validity
of information gathered from different sources (Alvesson and Sköldberg, 2017). Questionnaire
will be reviewed by researcher in order to ensure completeness as well as relevancy of questions.
1.5 Appropriate plan as well as procedures for agreed research specification
In present investigation, scholar will use Gantt chart and work breakdown structure.
Gantt chart consists of detail schedule according to which different activities will be executed
during research. Preparation of Gantt chart is important as in investigation process all the
activities are interrelated and delay in activity can lead to adjournment of completion of whole
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research project. Gantt charts represents the start and finish date of several activities which are
to be conducted during investigation.
Tas Duratio
n
Star
t
Finis
h
Predecesso
rs
Resource
Names WBS Risk
Selection of topic 2 days Low
Preparing problem
statement 6 days 1 2 Moderate
Writing Literature
Review 4 days 2,1 literature 3 High
Preparing schedules 5 days 3 4 Moderate
selection of research
methodology 7 days 4
Journals
and
internet
articles
5 Moderate
Data analysis 6 days 5 6 Low
Presentation and
interpretation of data 4 days 6
Project
manageme
nt
7 Low
Assessing findings of
research 5 days 6,7 8 Moderate
conclusion and
recommendations 2 days 7 9 Low
Reflection on methods
used in investigation 3 days 9,8 10 Low
preparing documentation
of accomplished
outcomes
2 days 10
Technical
and human
resources
11 Low
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Closing project 2 days 11 12 Moderate
Submission of the final
report 1 day 11,12 13 Low
In present study, work breakdown structure will be prepared by scholar in order to make
task easier for workers. Work breakdown structure can be defined as key project deliverable that
organizes the team's work into manageable sections.
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TASK 2
2.1 Match resources efficiently to research questions
Cost: It involves both fixed and variable cost. Cost is involved in facilitating the research
activity. It is also required to be incurred in employing information and communication
technology at workplace. Determining the cost while making the plan is important, as it assist in
eliminating the barriers which might occur in execution of plan or research. Preparing budget is
crucial, as it helps scholar in comparing the actual cost with standard costs. In context of the
research objective, installation of the communication technology at workplace require huge
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capital investment. The expenses which are associated with implementation of the ICT includes
installation charges, installation of communication devices etc.
Scope: The present research has limited scope as scholar will execute only few activities these
are data collection, analysis and interpretation of information. Digital technology is a wide
concept which provides various benefits as well as opportunities to business entities when it is
deployed in normal operations. The ICT has great scope, it will assist an organisation in gaining
the various benefits. It will also assist an enterprise in improving the internal communication.
Quality: It is considered to be as an important element in project management plan, as
reliability of information is completed based on this factor. Effectiveness of investigation is
measured in terms of results produced and quality of work. In addition to this, poor quality of
task can have negative effect on outcome (Taylor, Bogdan and DeVault, 2015). Due to poor
quality of work firm or researcher will not be able to provide satisfaction to their customers.
Before implementing the software quality check will be done in order to ensure that the ICT
implemented at workplace will help in generating positive results. In context of research, the
researcher will make sure that all the data gathered is relevant to the topic that is effect of ICT
on travel companies.
Communication: It is very much essential element in context of completion of task in an
effective as well as efficient manner. Effective communication and coordination is very much
necessary for preventing overlapping of activities and ensuring an effective utilisation of
resources. In present investigation regular meeting will be conducted and problem will be
discussed. Advance technology such as mobile and other communication devices will be used by
stakeholders for interacting with each other during the investigation procedure. In context of
communication, ICT will support an organisation in improving the communication
procedure.
Risk: There are various types of risk associated with the implementation of information and
communication technology these are risk of increase in cost, technology failure, misuse of
information etc. In context of implementation of ICT, the major is increase in communication
costs.
Resources: There are various types of resources are required for facilitating research and
implementing ICT these are finance, human, printer, technology etc. Lack of resources can create
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major hurdle in accomplishment of desired objectives (Malti, and et.al., 2018). In context of
implementation of digital technology,. The resources require are human resources , money,
software, knowledge, communication devices and other equipements.
2.2 Undertaking proposed research investigation on accordance with agreed procedure and
specifications
Questionnaire
Name:
Designation:
1. What influence information and communication technology have on business of Trave
company?
 Positive
 Negative
 Both
2. What is Key advantage provided by ICT to trace companies?
 Increased competitiveness
 Speeded services
 Improved customer services
3. How much agree you are with statement that Information and communication technology
have inevitable impact on travel enterprises?
 Completely agree
 Partly agree
 Completely disagree
4. How much knowledge do you have about information and communication technology?
 In depth knowledge
 Little knowledge
 No knowledge
5. Do you agree with the statement that ICT has make possible for travel companies to
disseminate information about available tourist products and services prior to travel ?
 Yes
 No
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 Might be
6. For what purpose TUI uses information communication technology ?
 For facilitating internal communication
 For sharing information about the products or services with customers
 For accessing, receiving and sending information
2.3 Recording relevant data where appropriate
Theme 1: Positive influence information and communication technology have on business of
Travel company?
What influence information and communication technology have on
business of Travel company?
Frequency
 Positive 15
 Negative 3
 Both 2
Interpretation – This theme is developed in order to identify the impact of information and
communication technology on travel and tourism companies. 15 employees said that they
technologies are highly influencing tourism companies. 3 stated that they don’t think technology
affects travel companies and 2 had no idea. Therefore, it can be concluded that technologies
influence the functions and activities of tourism industry.
Theme 2: Increased competitiveness Key advantage provided by ICT to travel companies.
What is Key advantage provided by ICT to travel companies? Frequency
 Increased competitiveness 14
 Speeded services 4
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 Improved customer services 2
Interpretation – The second theme is developed by researcher to determine key benefit or
advantage of ICT to tourism companies. 14 out of 20 employees said that the main advantage is
increased competitiveness. 4 employees said efficient services and 2 stated that the main benefit
is improved customer services. Therefore, it can be concluded that ICT provides a great
competitive advantage to the travel companies.
Theme 3: participants have shown complete agreement with statement that Information and
communication technology have inevitable impact on travel enterprises.
How much agree you are with statement that Information and
communication technology have inevitable impact on travel
enterprises?
Frequency
 Completely agree 13
 Partly agree 4
 Completely disagree 3
Interpretation – Another theme is developed by examiner to identify whether or not information
and communication technology has inevitable impact on travel enterprises. 13 out of 20
employees said that they agree that both the technologies has inevitable impact on tourism
companies. 4 employees in TUI said it has a little impact and 3 said they think there is not
impact. Therefore, it can be concluded that information and communication technology has a
inevitable impact on TUI and other travel companies.
Theme 4: Little knowledge respondents have about information and communication technology
and its influence on travel business.
How much knowledge do you have about information and
communication technology band its influence on business?
Frequency
15

 In depth knowledge 2
 Little knowledge 12
 No knowledge 6
Interpretation – The above theme was developed by researcher to determine the understanding
and knowledge of information & communication technology. 2 out of 20 employees said they
have a deep knowledge, 12 employees said that they have little knowledge and 6 said that they
do not have any knowledge. Therefore, it can be concluded TUI employees needs to develop
more knowledge of technologies which can be used in tourism industry.
Theme 5: respondents have shown agreement with the statement that ICT has make possible for
travel companies to disseminate information about available tourist products and services.
Do you agree with the statement that ICT has make possible for travel
companies to disseminate information about available tourist products
and services
Frequency
Yes 16
NO 2
Might be 2
Interpretation – Another theme developed by the researcher to identify whether ICT helps
companies to disseminate information about available tourist products and services. 16 out of 20
employees said that they agree with this statement, 2 employees disagreed and 2 employees did
not have any idea.
Theme 6: For accessing, receiving and sending information. TUI is using ICT.
For what purpose TUI uses information communication technology? Frequency
 For facilitating internal communication 13
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 For sharing information about the products or services with
customers
4
 For accessing, receiving and sending information 3
Interpretation – The last theme was developed in order to identify the purpose of using
information and communication technology in TUI. 13 out of 20 employees said that it helps in
facilitating internal communication, 4 employees said that it helps in sharing information related
to products and services. 3 employees also said that ICT helps in accessing receiving and sending
information.
Task 3
3.1 Research Techniques
There are four types of evaluation techniques these are formative or summative,
qualitative and quantitative. Summative research evaluation technique is mainly based on
conclusion. It used to frame the outcome of an investigative process, done at the end of the
project. Also called ex-post research. This method measures change in knowledge, attitudes and
behaviors of the subject. In context of present investigation , scholar has used the qualitative
research evaluation techniques, the reason for choosing the same is that it provides
detailed rich case studies, personal stories as well as experience. Investigator has asked
certain questions related to the topic from the participants in order to gathered the data
related to the subject.
Qualitative research evaluation techniques is considered to be as most useful techniques for
evaluating human impact. Quantitative research design which has influenced result based
assessment methodology.
This section of the research project will include the research methods or techniques used
in this examination to identify the impact of technology on travel and tourism industry. There are
various research methodologies used for designing a research, collecting, analysing and
interpreting data related to the topic or subject of research study. The various research
methodologies used in this project can be discussed as below –
 Research type – There are two types of research Qualitative and Quantitative research
which are essential for any kind of research or study. Qualitative research is a method to
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obtain a deep and better understanding of a situation or event. This type of research uses
non-statistical methods to gain knowledge about a population (Choy, 2014). On the other
hand Quantitative type of research refers to gathering and analyzing data for explaining
phenomena. Information form a sample is utilized to make generalizations or predictions
about a population. This type of research use numbers and statistics. In the present report
both qualitative methods are used to identify the influence of technology on TUI and
overall tourism industry. The investigator has used the qualitative techniques as it helps
in accumulation of huge amount of information related to theme.
 Research approach – Research approach refers to the theory or concept used in a research
examination to analyze data or information collected to obtain best results or outcomes.
There are two types of research approaches, Inductive and Deductive research approach.
Inductive research approach refers to a study in which the researcher begins with
collecting data that is relevant to the subject or topic of the research(Lancaster, 2017).
After gathering sufficient amount of data, different patterns in the data are analysed and
research develops theories to analyse the information. On the other hand deductive
approach goes in a reverse order, research start with a social theory that they thinks
compelling and then test is implications with the data. In the present research, examiner
has used deductive research approach to determine the impact of technology on Travel
and tourism industry. Researcher has applied the inductive research approach as it
provides them in generation of new theories from the information accumulated.
 Research philosophy – The philosophy of a research refers to a belief about the method in
which data about a phenomenon must be collected, analysed and utilised. The term
epistemology(what is known to be true) as opposed to doxology(what is believed to be
true) involves the different types of philosophies of research approaches. There are two
primary research philosophies, Interpretivism and Positivism. Interpretivism philosophy
is an approach to social science that opposes positivism of natural science. On the other
hand Positivism theory prefers scientific quantitative methods to collect analyse and
interpret data to achieve the goals or objectives of a research study. In the present
examination, research has used Interpretivism research philosophy to identify the impact
of technology or tourism industry. Interprevirtism research philosophy has been utilized
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by investigator as it assist scholar in developing the knowledge about the problem ,
which is essential for finding an appropriate solution.
 Data collection – In order to conduct any type of research it is very essential to collect or
gather data related to subject or topic of the study. There are two methods or sources of
collecting data Primary and Secondary(Dang and Pheng, 2015). Primary data collection
method refers to collecting information or data from primary sources such as individuals,
groups of customers, employees or mangers. This method helps in gathering real and
fresh information which is not used by any scholar or researcher earlier. On the other
hand secondary data collection refers to the gathering information from various
secondary sources such as books, journals and articles. This data is already used by many
scholars or researchers. In the present report researcher has used both primary and
secondary data collection method for getting most appropriate outcomes from the
examination. The researcher has developed questionnaire to collect primary research
form employees working in TUI. The questionnaire techniques has been used by
investigator for collecting the information as it is less costly method as compared to other
techniques of data collection.
 Data analysis - Information examination is likewise a standout amongst the most
fundamental part in leading exploration consider. There are different methodologies for
breaking down information which are ethnographic, account, phenomenological, steady,
uncover and numerous others methodologies of information examination. In this present
research, analyst has utilized both essential and optional investigation. In essential
subjective and quantitative technique for examination has utilized and in auxiliary
investigation topical investigation has done as this is most normally utilized type of
examination of information in subjective research (Choy, 2014). Thematic analysis has
been used as it helps investigator in analyzing the responses provided by participants.
 Sampling - It is also amongst the most fundamental piece of research. It is a precise
procedure of choosing a little piece of populace. Sampling is the cluster or gathering of
person that is contemplated in research. It isn't feasible for scientist to contemplate the
whole populace because of restricted assets, for example, time, vitality and cost.
Accordingly, researcher has chosen a piece of the populace for his examination as
opposed to concentrate the entire populace and this procedure is called sampling.
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Sampling influences the movement of research to oversee and advantageous for the
exploration. The unwavering quality of results is relies upon how analyst has chosen the
example. There are two sorts of sampling which are Probabilistic sampling and Non-
Probabilistic sampling (Choy, 2014).. In this research examiner has utilized Probabilistic
sampling method by selecting 20 employees working in TUI. Probability sampling
technique has been used by researcher as it aid them in reducing the chances of biases.
3.2 Interpretation
Theme 1
Interpretation – This theme is developed in order to identify the impact of information and
communication technology on travel and tourism companies. 15 employees said that they
technologies are highly influencing tourism companies. 3 stated that they don’t think
technology affects travel companies and 2 had no idea. Therefore, it can be concluded that
technologies influence the functions and activities of tourism industry.
Theme 2
Interpretation – The second theme is developed by researcher to determine key benefit or
advantage of ICT to tourism companies. 14 out of 20 employees said that the main advantage
is increased competitiveness. 4 employees said efficient services and 2 stated that the main
benefit is improved customer services. Therefore, it can be concluded that ICT provides a
great competitive advantage to the travel companies.
Theme 3
Interpretation – Another theme is developed by examiner to identify whether or not
information and communication technology has inevitable impact on travel enterprises. 13
out of 20 employees said that they agree that both the technologies has inevitable impact on
tourism companies. 4 employees in TUI said it has a little impact and 3 said they think there
is not impact. Therefore, it can be concluded that information and communication technology
has a inevitable impact on TUI and other travel companies.
Theme 4
Interpretation – The above theme was developed by researcher to determine the
understanding and knowledge of information & communication technology. 2 out of 20
employees said they have a deep knowledge, 12 employees said that they have little
20

knowledge and 6 said that they do not have any knowledge. Therefore, it can be concluded
TUI employees needs to develop more knowledge of technologies which can be used in
tourism industry.
Theme 5
Interpretation – Another theme developed by the researcher to identify whether ICT helps
companies to disseminate information about available tourist products and services. 16 out of
20 employees said that they agree with this statement, 2 employees disagreed and 2
employees did not have any idea.
Theme 6
Interpretation – The last theme was developed in order to identify the purpose of using
information and communication technology in TUI. 13 out of 20 employees said that it helps
in facilitating internal communication, 4 employees said that it helps in sharing information
related to products and services. 3 employees also said that ICT helps in accessing receiving
and sending information.
3.3 Recommendation
Findings :
It has been concluded from the above report that technology has a great impact on travel
and tourism industry. The information and communication technology plays a major role in
sharing information, developing effective communication, developing efficiency etc. in tourism
industry. The Other fact which has been found during the investigation is that digital technology
have direct as well as significant influence on the marketing activities of TUI. It has been found
that information and communication technology is used by company for facilitating
communication with internal as well as external stakeholders. The other fact which has been
found from the study is that it can be concluded that ICT provides a great competitive advantage
to the travel companies. The other thing which has been found from the above is that
information and communication technology assist Travel companies in disseminating
information related to the tourist products or services. It has also been found that ICT is used by
travel organisation for the purpose of communication with both internal as well as external
stakeholders.
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There are various recommendations for TUI Company are as follows –
 Training – It is essential for the company to conduct training and development
program to help their employees improving their knowledge and understanding of
technologies.
 Implementation of new and latest technologies – The TUI company should
implement latest and innovative technologies in their organisation to improve their
business functions and performance. Using technologies such as digital marketing,
online sales etc can help the company to increase their profitability.
 Hiring new talent – Another recommendation for TUI is that is needs to hire new and
talented employees who are aware of innovative technology an its impact on business
functions
 It has been recommended that TUI should by using the information as well as
communication technology can facilitate continuous interaction with people, as it is
the strategy which will provide firm an ease in influencing people to buy specific
product or services.
 It has been suggested that business entity should gather the information about
customers using the ICT , as it will assist them in identifying suitable ways for
catering to the demands of customers.
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REFERENCES
Books and Journals:
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Choy, L. T., 2014. The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
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Dang, G. and Pheng, L. S., 2015. Research methodology. InInfrastructure Investments in
Developing Economies (pp. 135-155). Springer, Singapore.
Lancaster, K., 2017. Confidentiality, anonymity and power relations in elite interviewing:
conducting qualitative policy research in a politicised domain. International Journal of
Social Research Methodology. 20(1). pp.93-103.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Malti, T., and et.al., 2018. Innovation and Integrity in Intervention Research: Conceptual Issues,
Methodology, and Knowledge Translation. Prevention Science. 19(3). pp.271-273.
Chen, L.C.; Lin, S. and Kuo, C.M., 2013. Rural tourism: Marketing strategies for the bed and
breakfast industry in Taiwan. International Journal of Hospitality Management, Vol. 32,
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Buhalis, T. & Mihalič, D. (2013). ICT as a new competitive advantage factor – case of small
transitional hotel sector. Economic and Business Review, Vol. 15, No. 1, pp. 33-56.
Alam, S.S. (2009). ICT adoption in small and medium enterprises: An empirical evidence of
service sectors in Malaysia. International Journal of Business and Management, Vol. 4,
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Aramendia-Muneta, M.E. & Ollo-Lopez, A. (2013). ICT impact on tourism industry.
International Journal of Management Cases, Vol. 15, No. 2, pp. 87-98
Opara, J.A. & Onyije, E., 2013. Information and communication technologies (ICT): A panacea
to achieving effective goals in institutional administration. International Journal of
Management Sciences, Vol. 1, No. 1, 11-15.
Parsons, J.J. & Oja, D., 2013. New perspectives on computer concepts 2013 comprehensive.
New York: Cengage Learning.
Online:
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