Impact of Digital Technology on Sales Performance of Virgin Atlantic in Travel and Tourism

This research project investigates the impact of digital technology on the sales performance of Virgin Atlantic, a leading airline in the travel and tourism sector. It explores how digital tools and strategies have influenced customer behavior, brand awareness, and revenue generation for the company. The study utilizes a mixed-methods approach, combining literature review, surveys, and case study analysis to provide a comprehensive understanding of the role of digital technology in the success of Virgin Atlantic. The findings highlight the importance of digital marketing, social media engagement, online booking platforms, and data analytics in driving sales and customer satisfaction within the travel and tourism industry.

research project
IMPACT OF DIGITAL TECHNOLOGY ON SALES PERFORMANCE OF VIRGIN ATLANTIC IN TRAVEL AND
TOURISM SECTOR

Table of Contents
INTRODUCTION...............................................................................................................................2
TASK 1..............................................................................................................................................3
1.1 FORMULATE AND RECORD POSSIBLE RESEARCH PROJECT OUTLINE SPECIFICATIONS. 3
1.2 IDENTIFY THE FACTORS THAT CONTRIBUTE TO THE PROCESS OF RESEARCH PROJECT
SELECTION...................................................................................................................................5
1.3. UNDERTAKE A CRITICAL REVIEW OF KEY REFERENCES......................................................7
1.4 PRODUCE A RESEARCH PROJECT SPECIFICATION................................................................8
1.5 PROVIDE AN APPROPRIATE PLAN AND PROCEDURES FOR THE AGREED RESEARCH
SPECIFICATION..........................................................................................................................10

INTRODUCTION
As we know that the travel and tourism sector has been expanded in a wide area. It has been
observed that the technology plays an important role in the growth and success of the travel
and tourism sector of the country. The companies are adopting different types of technologies
to enhance the effectiveness and growth of the travel industry. This report includes the positive
and negative impact of digital technology on travel and tourism industry. There are many areas
where the effect of digital technology can be seen such as the online booking of trains, flights,
buses and online information of all the new plans and offers of different companies for the
desired destinations. Also, the travel and tourism companies provide an option for feedback to
the customers by which the customers can share their experience and views about the
particular services provided by the tourism industry. The feedback from customers and visitors
help the management to improve their services and products which will be helpful in gaining
the attention of the customers and efficiency in the market.

TASK 1
1.1 FORMULATE AND RECORD POSSIBLE RESEARCH PROJECT
OUTLINE SPECIFICATIONS
TITLE- IMPACT OF DIGITAL TECHNOLOGY ON SALES PERFORMANCE OF VIRGIN ATLANTIC IN
TRAVEL AND TOURISM
INTRODUCTION
The digital technology is one of the most powerful elements in the success of travel and
tourism sector. The technology is really helpful in the growth and development of tourism and
travel industry. There are many types of digital technology which can be beneficial for the
development of travel and tourism of the country. The social media help in providing the
information and knowledge about the different offers and services of the companies to the
customers. In this assignment, we are talking about the company Virgin Atlantic which provide
travel and tourism services to their customers. The telecommunication companies enhancing
the communication services between the customers so that the utilization of internet and
technology is also increasing which is enhancing the growth of digital technology. The uses of
digital technology highly affect the sales performance of Virgin Atlantic.
There are many researchers who have analysed the impact of digital technology in travel and
tourism sector. There are many positive impacts of digital technology which has been made the
travel and tourism more strong and powerful. Uses of advanced technology have been
maintaining the relationship between customers and travel companies by effective
communication, internet and different mediums.
RESEARCH QUESTIONS
 At what level, the digital technology influences the growth and development of travel
and tourism sector?
 At what extent uses of advanced digital technologies has enhanced the sales
performance of travel and tourism companies?

 Explain the advantages and disadvantages of digital technology on the profit ratio of
Virgin Atlantic?
RESEARCH AIMS AND OBJECTIVES
This research mainly focused on the influence of digital technology on the sales performance of
Virgin Atlantic which is a travel and tourism company. there are various ways by which the
companies can use the digital Technology for enhancement of sales. The digital technologies
such as internet, social media are helpful in promotions and advertisement of different offers
and services of the company. Uses of the internet have developed the good communication
between the company and customers. There are many advantages and disadvantages of the
digital technology on travel and tourism. The advancement of digital technology has enhanced
the sales performance of Virgin Atlantic.
The main objectives of this research are to gain knowledge about the positive and negative
impact of digital technology on travel and tourism sector.
 To understand the positive impact of using digital technology in the travel and tourism
sector.
 Analyse the sales performance of Virgin Atlantic by using the digital technology as the
marketing tool.
 To understand the changing behaviour of customers towards travel and tourism because of
digital technology.

1.2 IDENTIFY THE FACTORS THAT CONTRIBUTE TO THE
PROCESS OF RESEARCH PROJECT SELECTION
SELECTION OF THE PROJECT
This is the first and initial stage to choose a topic for a research. This needs an effective
research matter and complete information about that particular topic for achieving the success
of the research project. As we know the digital technology has owned our life's and we cannot
stop using technology in any sector of life. The travel and tourism are enhancing day by day and
the digital technology is one of the major reason for the development and growth of the travel
and tourism industry. the main aim of selecting this topic is to know about the importance of
digital technology in the growth of travel and tourism industry.
DATA COLLECTION
In this research, we are using quantitative and qualitative data for collecting the information
from different sources. It is necessary to take effective actions for enhancing the growth of
travel and tourism of the country. Many researchers have been analysed that Travel and
tourism contribute a huge amount to the growth of the economy. We are providing a
questionnaire to the people to know about their perceptions toward uses of digital technology
in the travel and tourism industry. This survey will be very helpful in gaining information about
the different perceptions of peoples.
INFORMATION AND MATTER
The data collection could be conducted through the various methods and techniques. Online
sites are the really good and easy option for collecting the data. In this research, the data can
be collected through the internet and social media. In addition to this, the journals, academic
documents, print media, and journals are beneficial in gaining the accurate knowledge of the
digital technology influence on the sales performance of Virgin Atlantic. The information
collected by the literature reviews will be very helpful for the research project in attaining the
goals and objectives.

GOAL AND MISSION
The main purpose of this research is to create a framework for the usage of digital technology
in travel and tourism sector and how it will be helpful in enhancing the growth and profit of the
company. it has been observed that the Virgin Atlantic using digital technology as the marketing
tool for advertising and promoting their new offers and services to attract the customers and
gain the attention of new visitors. The digital technology tools are helpful in gaining the
information about the different views and requirements of the customers by their feedbacks.
Moreover, to this, the research is targeting the local public of UK to know their perception
about using digital technology in travel and tourism which will be helpful in developing new and
innovative strategies accordingly.
REFERENCE
There is a different type of customers and they all have different requirements according to
their choices. We get the feedback and replies of the customers by the questionnaire and which
will be definitely beneficial for increasing the sales performance of Virgin Atlantic. The
respondents who participating from the college of UK and pursuing travel and tourism courses.
ETHICAL ISSUES
This report is not hurting anyone and the data collected from this report is concluded the uses
of digital technology in travel and tourism sector. If any kind of critical issues occurred at the
time of responses of the respondents they will be handled easily.
TIME SPAN
The time span sustained for the research study will be constructed on the feedbacks and replies
of the respondents and data analysis which is about 18 weeks.

1.3. UNDERTAKE A CRITICAL REVIEW OF KEY REFERENCES
Werthner, et al. (2015) has been conducted a research on knowing the impact of digital
technology in travel and tourism industry. this study provides a detailed information of the
negative and positive impact of digital technology on the travel and tourism industry. The
companies which provide travel and tourism services to their customers should adopt the
digital technology as their marketing tool for advertising and promoting their products. It will
be helpful in enhancing the brand awareness of the company. the uses of digital technology
have been positively impacting the sales performance of companies in travel and tourism
sector. In the current scenario where every person is using digital technology is aware of the
latest and new trends and offers of the travel and tourism companies which will be helpful in
enhancing the growth and development of the company.
According to Font and McCabe, (2017) the digital technology has become the most effective
tool for enhancing the sales performance of the company. the companies which are working in
the travel and tourism sector should use the digital technology as the marketing tool for
improving their performance. The digital technology is having many ways and options by which
a company can enhance and develop their performance. There are many users of digital
technology and many companies which is using the digital technology and getting success in
their business. With the help of digital technology such as internet and social media by which
the company can get feedback on their services to the customers. the market experts and
researchers have suggested to use the digital technology for more revenue generation and gain
huge profitability from the market. as the competition is increasing day by day uses of digital
technology will be helpful for the company to maintain a position in the travel and tourism
industry.

1.4 PRODUCE A RESEARCH PROJECT SPECIFICATION
INTRODUCTION
The digital technology highly influenced the sales performance of Virgin Atlantic. There are
many ways by which the technology helps the company to provide knowledge and information
of their new offers and services to the customers. In addition to this, the consumers are also
influenced by the digital technology because the advancement of technology has been
providing various opportunities to the buyers to choose travel and tourism offer of their
choices.
AIMS AND OBJECTIVES
The main aim of this study to evaluate the impact of digital technology in travel and tourism
sector. This research mainly focused on the influence of digital technology on the sales
performance of Virgin Atlantic which is a travel and tourism company. there are various ways
by which the companies can use the digital Technology for enhancement of sales. The digital
technologies such as internet, social media are helpful in promotions and advertisement of
different offers and services of the company.
METHODOLOGY
Firstly, the secondary research will be conducted through the literature reviews which will be
present in the form of journals, articles, and documents. These documents and journals are
presented by the researchers who have been conducted research on this topic. Moreover, the
qualitative approach will be helpful in gaining the feedbacks and replies of the customers with
the help of surveys and questionnaire.
DATA COLLECTION METHOD
We have conducted a survey in which 100 respondents will be participating. The 100 persons
have been filling the questionnaire and 50 respondents are using the digital technology while
the other 50 respondents are not using digital technology. This questionnaire will be helpful in
gaining the perceptions of different respondents on the uses of digital technology.

ETHICAL CONSIDERATIONS
There are many respondents who have been participated in the survey, they all belong from
the different culture so they have different views and choices according to their belongings.
This survey ensures that their confidential information will not be opened and discussed with
others and any activities will not affect the feelings and emotions of any respondents.
CONCLUSION AND RECOMMENDATIONS
This report is analysing the perceptions of different people on the uses of digital technology.
The survey has been depicted that 50% of people are using the digital technology and
companies are also using the digital technology to promote their services. It is recommended
for the companies to use the digital technology as the marketing tool it will be helpful in
enhancing the sales performance of the company in travel and tourism.

1.5 PROVIDE AN APPROPRIATE PLAN AND PROCEDURES FOR
THE AGREED RESEARCH SPECIFICATION
S.NO. RESEARCH PLAN TIME INCUR (WEEKS)
1. IDEA GENERATION AND
RESEARCH SCHEDULING
2 WEEKS
2. IMPLEMENTATION OF
LITERATURE REVIEW,
PROVIDING CONSENT LETTER
AND QUESTIONNAIRES
6 WEEKS
3. COLLECTING DATA 2 WEEKS
4. EVALUATE RESPONSES 2 WEEKS
5. DATA ASSESSMENT 3 WEEKS
6. CONCLUSION AND OUTCOME 3 WEEKS