Impact of Digital Technology in the Travel and Tourism Sector Assignment

RESEARCH PROJECT

Contents
Contents.......................................................................................................................................................2
TOPIC: “The influence of digital technology in the travel and tourism sector”............................................3
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1 Formulate and record of possible research project outline specifications............................................3
1.2 The factors that contribute to the process of research project selection.............................................4
1.3 Undertake a critical review of key references....................................................................................5
1.4 Produce a research project specification............................................................................................6
1.5 Appropriate plan and procedures for the agreed research specification.............................................7
TASK 2..........................................................................................................................................................8
2.1 Match resources efficiently to the research question or hypothesis....................................................8
2.2 Undertake the proposed research investigation in accordance with the agreed specification and
procedures...............................................................................................................................................9
2.3 Record and collate relevant data where appropriate...........................................................................9
TASK 3........................................................................................................................................................10
3.1 Use appropriate research evaluation techniques...............................................................................10
3.2 Interpret and analyse the results in terms of the original research specification...............................11
3.3 Recommendations in their research and link to research findings and justify areas for further
consideration.........................................................................................................................................16
TASK 4........................................................................................................................................................16
REFERENCES..............................................................................................................................................19

TOPIC: “The influence of digital technology in the travel and tourism sector”.
INTRODUCTION
Digital technology is being considered as one of the crucial method that has changed the
whole scenario of doing business in present world (Beetham and Sharpe, 2013). On the other
side, if it is talked about travel and tourism business sector digitalisation has helped business
organisations that are working within this section to bring changes based on the requirements of
the technology and current trends. Under present investigating report, researcher has kept its
focus on the technology and advanced innovations which has helped business companies that are
working within the travel and tourism sector to reshape themselves while offering different range
of services to the customers or visitors. Alongside this, Thomas Cook Company has been chosen
for conducting this report and the organisation is famous in all over the world for its unique
services provided to the travelers and visitors. Some of the services that this company offers are
occasion bundles, journey lines, traveler aircrafts and more which has helped business
organisation and becoming a successful travel and tourism company.
TASK 1
1.1 Formulate and record of possible research project outline specifications
in past two or three decades technology has helped business organisations like Thomas
Cook, virgin holidays and more to improve their customer base where social media has helped
companies in grabbing attention of customers from all over the world. In past companies used to
to promote themselves on television, podcast, newspaper and many more other traditional
approaches of marketing (Benckendorff, Sheldon and Fesenmaier, 2014). Technology has
changed the whole scenario for them where internet played a crucial role, YouTube, Facebook,
Instagram and many more are some of good examples of social media tools that it can be used by
companies in order to grab attention of customers. So it is one of the most necessary parts that
helps in address all the problems in a significant manner.
Significance of Research
Vital reason behind conducting this report on the subject that has been taken into
consideration by the researcher in regards to technology or digitalization, is that public usually
stays online on social media and this has bean grabbed as one of the opportunity by companies

that are doing business within the travel and tourism sector (Bizirgianni and Dionysopoulou,
2013). Another reason behind conducting investigation on this subject is the self interest of
research investigator.
Research Aim:
“To analyse the importance of social media tools in enhancing the customer base
within travel and tourism sector”. A study on Thomas Cook Group.
Research Objectives:
 To understand the concept of social media within travel and tourism sector.
 To identify the basic reason behind improving customer base for a company like Thomas
Cook.
 To evaluate the barriers that can be seen by Thomas Cook while adopting social media as
promotional tool.
1.2 The factors that contribute to the process of research project selection
Introduction- Main stage of investigation where, researcher basically sets aim and the
objective for the research (Brynjolfsson and McAfee, 2012).
Literature review- this section of research also plays a crucial role where researcher
basically e focus on the secondary sources and develop answers on the set objectives for the
investigation.
Research methodology- under this part, investigator selects the best method in order to
conduct an investigation on a particular subject and this consists with different factors like data
collection methods, types of methods, research approach and many more (Brynjolfsson and
McAfee, 2014).
Data analysis- basically, another crucial part for research where investigator does the
interpretation of the collected information taken with the help of questionnaire developed within
the research methodology section.
Conclusion and recommendations- Last section, where all the results are being
computed or presented for the chosen subject of research. This part basically shows the outcomes

that has been carried out by conducting the investigation and develops recommendations as well
based on the requirements (Buhalis and Foerste, 2015).
1.3 Undertake a critical review of key references
In order to perform the critical review there are a range of factors like secondary sources
where books, articles, online sources and more are basically being utilised.
Concept of social media within travel and tourism sector.
On the basis of opinion of Gissimee Doe (2019), social media is evolving very fast the
social media is developing very fast in the travel and tourism sector. It consists various websites
such as Twitter Facebook YouTube which are very popular and developed the big impact on
people. When people are searching for the new travel destination they mainly get
recommendation from their family or friends but in this present time period they use social
media due to the social media websites the visitor’s post their videos, picture from their
vacations they can also check into the many location and also post their online reviews of
specific place where they were visiting (Cohen and et. al., 2014).
Basic reason behind improving customer base for a company like Thomas Cook
According to opinion of Michael Richarme (2019), customer base basically plays a crucial
role for a business organisation and it is required for the company to keep on enhancing its
customer base in order to reach to new heights in a short span. It is needed because a company
cannot sustain with a a small amount of customer base at international level (Del Chiappa and
Baggio, 2015). In context of Thomas Cook, it is operating is business in a sector that consist with
ample number of companies that are giving competition to each other and if Thomas Cook do
not develop a range of benefits for its customers then it is maybe possible that its existing base of
consumers might go down. Along with this, another reason that was being analysed was that
Thomas Cook is dealing at international level and it is offering customers with different range of
unique services and if company stops it it is maybe possible that customer base of this company
would go down. This will directly impact negatively upon both productivity and the profitability
of the organisation (Di Pietro, Di Virgilio and Pantano, 2012).
Barriers that can be seen by Thomas Cook while adopting social media as promotional tool

According to Dickinson and et. al., (2014), basically there are many barriers that can be
seen by a business organisation like Thomas Cook while adopting social media as its
promotional tool but there are four main, interrelated barriers to social media adoption that might
impact upon overall performance level of the marketing tool and the developed promotion as
well and these are: Lack of knowledge and understanding: if it is talked about social media then it is
basically one of the rapidly changing factor due to to the trends that can be faced by
Thomas Cook. It is much required for or project manager or marketing manager 2 to keep
an eye on all the changes that are coming and develop advertisement as per the
requirements. Fear: Greenwashing is said to be a good example from which a company like Thomas
Cook would develop fear while performing the operations. This is because there were
many cases came in front which affected and developed negative image of a company in
front of the customers (Egger, 2013). Absence of a well-grounded business case: it is much required for marketing manager 2
you have the knowledge and regards to 2 business case developed by Thomas Cook then
only social media can easily be adopted and used for grabbing the attention of customers
from all over the world (Hojeghan and Esfangareh, 2011).
 Unprepared leadership : this is been considered as one of the crucial factor that basically
becomes a barrier while adopting social media. It is been found that any wrong decision
taken by leaders may lead the whole advertisement to go wrong (Hudson and Thal,
2013).
1.4 Produce a research project specification
Research Questions
 Explain the concept of social media within travel and tourism sector ?
 What are the basic reason behind improving customer base for a company like Thomas
Cook ?
 What are the barriers that can be seen by Thomas Cook while adopting social media as
promotional tool ?

1.5 Appropriate plan and procedures for the agreed research specification
It is generally a production control tool and its horizontal bar chart. Gantt chart is
prepared for tracking, coordinating, and planning particular task in a given project (Jaeger,
2012). The Gantt chart prepared with the help of project management application also known as
automated Gantt chart have more detailed information in it.

TASK 2
2.1 Match resources efficiently to the research question or hypothesis
It is much important to focus upon matching the resources much more effectively and
efficiently in regards to developed questions because failure into this may lead whole
investigation to go wrong (Laudon and Laudon, 2015). Some of methods for present
investigation on digitalization and its impact upon travel and tourism are given beneath:
Type of Investigation: There are two different types of research methods:
Qualitative- Under this, information is measured by quality and hypothetical and it is
based on speculations and theory.
Quantitative- In this method, information is analyzed in terms of numeric. This method
of research decreases the data in to the numbers.
In present context, qualitative research has been utilised because the chosen topic will
pull out favourable outcomes with the help of qualitative investigation only.
Research Design- Descriptive, exploratory and experimental are said to be the
investigating designs that can be adopted by the investigator and in present investigation
descriptive design has been utilised because it could help the researcher in pulling out favourable
outcomes considering the qualitative research (Werthner and et. al., 2015).
Research Philosophy- In this present investigation work interpritivism philosophy has
been used by the researcher, as it is most appropriate device for subjective research since it is
successful in leading better examination on research issue by means of talking about the
perspectives and supposition of other researchers.
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures
The different methods of data collection are given beneath:

Primary data- This is being considered as a method which is basically utilised when it
comes to gathering the data for the first time and requires to be the original one. Basically, this
type of data stays authentic from other methods like secondary or tertiary. There are factors
within different techniques that can be utilised where service, questionnaire, observation, focus
groups are sum of path that can be taken into consideration. In present context, for collecting
primary data questionnaire has been taken into utilisation (Doe, 2019).
Secondary data- Sources like books, published articles, online journals and more are
said to be some of the methods that can be utilised by researcher. In present context, researcher
has utilised this type of research method in collecting data for the literature review part.
Ethical considerations- Ethics are said to be norms, values and principles that are
required for an investigator to both understand and follow and regards to are completing the
investigation in a right full and smooth manner. In present investigation as well data has been
collected from authentic sources in order to remove all the risks that are present in regards tol
values of public for a particular subject and that is digitalization (Terzi, 2011).
Data Sampling- Basically, probabilistic and non probability are the two main data
sampling methods that can be utilised by the investigator and for the present investigation on
Thomas Cook group, researcher has chosen probabilistic methodology where random data
sampling technique is going to be used in order to collect the data (Richarme, 2019).
2.3 Record and collate relevant data where appropriate
QUESTIONNAIRE
Name:
Age:
Gender:
Contact No:
Q1) According to you is social media technology is useful for a company?
a) Yes
b) No
Q2) Do you think, if social media could help company in improvising the customer base?
a) Yes
b) No

Q3) According to you, what social media tools can be utilised by Thomas Cook group?
a) Facebook
b) Instagram
c) Twitter
Q4) How promotion acts done on social media might impact upon existing customers of
Thomas Cook?
a) Positive
b) Negative
Q5) As per your point of you, what important role is played by social media tools while
targeting customers at international level?
a) Connecting with customers
b) Enhance productivity
c) Develop positive image
Q6) How digitalization helps Thomas Cook in developing loyalty within the customers?
a) Build relationship
b) Optimize lead conversion effect
c) Attract towards brand
Q7) Recommend some ways through which Thomas Cook can attain competitive
advantage through using social media.
TASK 3
3.1 Use appropriate research evaluation techniques
For every single investigating research, it is mandatory for researcher to take in use of
appropriate evaluation techniques in order to make the best results out of it. In present context,
basic systematic process of Data Collection, interpretation, analysis and also implication of the
accurate outcomes is being utilised (Standing, Tang-Taye and Boyer, 2014). On the other hand,
chosen type of research i.e. qualitative investigation helps in measuring as well as developing
better theoretical framework of investigation and analysis hypothesis in an effective manner
(Stiakakis and Georgiadis, 2011).

3.2 Interpret and analyse the results in terms of the original research specification
THEME 1: Aware about the concept of social media technology
Q1) According to you is social media technology is useful for a company? Frequency
Yes 27
No 3
Interpretation: Based on the above mentioned graph, it can easily be said that social
media technology can help a company in various ways. Here, 27 respondents were in favour of
social media and mentioned that it will be helpful for the company. Only three respondents has
mentioned that nothing will happen if company takes in use of social media.
THEME 2: Social media helpful for an organization to enhance its customer base
Q2) Do you think, if social media could help company in improvising the
customer base?
Frequency
Yes 25
No 5
27
3
Yes
No

Interpretation: Considering the above mentioned graph. Where 25 respondents were in
favour of social media and mention that customer base can easily be into voice through
promoting the company in front of them. Away with this, only 5 has stated that customer base
cannot be improvised considering social media.
THEME 3: Different social media tools through which Thomas Cook
Q3) According to you, what social media tools can be utilised by Thomas
Cook group?
Frequency
Facebook 18
Instagram 7
Twitter 5
25
5
Yes
No
18 7
5
Facebook
Instagram
Twitter

Interpretation: above-mentioned graph is clearly showing that 18 respondents were in
favour of Facebook, seven has mentioned Instagram and only 5 has said that Twitter will be a
good option of social media tool that is required to be taken into consideration.
THEME 4: Promotion acts done on social media might impact upon existing customers of
Thomas Cook
Q4) How promotion acts done on social media might impact upon existing
customers of Thomas Cook?
Frequency
Positive 22
Negative 8
Interpretation: considering the graph, it can easily be said that if promotion acts if done
by Thomas Cook on social media, it is may be possible that it will reach to new heights. This is
the reason why 22 respondents were in favour of promotion lacs to be done on social media.
Only 8 has mentioned that no benefits can be seen taking into consideration of social media in
promoting the company.
THEME 5: Important role played by social media tools while targeting customers at
international level
Q5) As per your point of you, what important role is played by social Frequency
22
8
Positive
Negative

media tools while targeting customers at international level?
Connecting with customers 12
Enhance productivity 7
Develop positive image 11
Interpretation: above-mentioned graph showing that connecting with the customers is
one of the important role played by social media where a company with them can make direct
connection. Here, 12 respondents has said that connecting with the customers will become easy e
with the help of social media. Along with this, development of the positive image can also be
seen and this was supported by 11 respondents and lastly only 7 three points were in favour of
enhancement of the productivity and stated that it will not directly affect positively upon the
company.
THEME 6: Digitalization helps Thomas Cook in developing loyalty within the customers
Q6) How digitalization helps Thomas Cook in developing loyalty within the
customers?
Frequency
Increase brand awareness 7
Enhance sales 10
Communicate with consumers 9
Effective marketing 4
12
7
11
Connecting with customers
Enhance productivity
Develop positive image

Interpretation: With the help of above-mentioned graph, it can easily be said that
digitalization could develop loyalty among customers where 10 respondents were in favour of of
enhancing the sales and said that digitalization will help Thomas Cook in improving its sales.
Nine respondents were in favour of communicating with the customers and seven has mentioned
that increase among brand awareness can be seen and lastly only forever in favour of effective
marketing and said that loyalty will not help company in sustaining for a longer period of time at
international level.
3.3 Recommendations in their research and link to research findings and justify areas for further
consideration
Considering the above-mentioned report, it is recommended that Thomas Cook group
would require to take in use of updated technology while operating the business at international
level (Lo and et. al., 2011). It is also required for Thomas Cook group to keep on analysing the
developed promotions in order to grab the attention of customers because small unawareness can
easily lay company to go through greenwashing acts (Zhou, 2013). This will help company to
enhance profit and sustain for long period in competitive market.
TASK 4
7
10
9
4
Increase brand awareness
Enhance sales
Communicate with
consumers
Effective marketing

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