IT Impact on Hospitality & Tourism Management

This assignment delves into the extensive impact of information technology on the hospitality and tourism industry, focusing on progress, development, social media usage, service quality management, corporate image, consumer behavior, and the internet's overall influence. It incorporates evidence from Cornell Hospitality Quarterly, case studies, literature reviews, methodology applications, ethics in qualitative research, and research methods, culminating in a comprehensive understanding of IT's role in shaping these industries.

Research project

TABLE OF CONTENTS
RESEARCH AIM............................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Research project outline and specification.......................................................................1
Objectives:.......................................................................................................................................2
1.2 Factors that contribute to selection of research project. ..................................................2
1.3 Critical review of key references .....................................................................................3
1.4 Research project specification..........................................................................................5
1.5 Appropriate plan and procedures for agreed research specification................................6
TASK 2............................................................................................................................................7
2.1 Match resources efficiently to research question. ...........................................................7
2.2 Undertake proposed research investigation in accordance with agreed specification and
procedures...............................................................................................................................9
2.3 Recording and collection of relevant data where appropriate..........................................9
TASK 3..........................................................................................................................................10
3.1 Research evaluation techniques......................................................................................10
3.2 Interpretation and analysis of outcome...........................................................................11
3.3 Recommendation and justification for further consideration. .......................................18
TASK 4..........................................................................................................................................19
Covered in PPT....................................................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

RESEARCH AIM
“To understand the impact of online technology on raising customer satisfaction”- A
study on Thomas Cook”
TASK 1
1.1 Research project outline and specification
Technology is an important part of business which has played a significant role in
providing economic growth by comprehending economical means for consumers to travel.
Online sales technology has been considered as a primary tool for improving Customer
Relationship Management (CRM) and thus enhancing overall satisfaction of customers (Xiang,
Magnini and Fesenmaier, 2015). Travel and tourism sector is one of the major part of economy
which has achieved a major growth. Main objective of organisation in this sector is to attract
more and more customers by providing them different type of service (Impact of information
technology in travel and tourism industry, 2017). Implementation of online technology has
provided a major support to these organisations in providing useful and relevant information to
clients related to their products and services. Development and contribution of air travel as a
means of transporting tourists to different locations is an important contribution of technology to
travel and tourism sector (Sigala, Christou and Gretzel, 2012). The aim of this paper is to
examine relative impact of new technologies on improving customer’s relations and overall
satisfaction of customers within travel and tourism industry. New online technologies have
revolutionised business operations of tour operators in UK and have become an integral part of
organisation across the world. Social media networking is important part of online technologies
which has also provided major opportunities to organisations in increasing their promotion of
products and service in market. Through social media application like Facebook and What's app
messenger, these small business enterprise are directly connected with their users. Rise in social
media users will also tend to raise opportunities of organisation towards increasing the business
opportunities.
Various online facilities have been provided by organisations to provide an ease to customers in
bookings and getting information about different type of holiday packages which are available
on websites. Technology has also provided various technological means of communication
through which employees of travel companies directly remain in touch with clients (Standing,
Tang-Taye and Boyer, 2014). Present report will focus on analysing influence of digital

technology in increasing satisfaction level of customers. For this, scholar has taken an analysis of
Thomas Cook, which is a British Tours and travel company in UK. Cited firm aims to provide
luxury services and travel experience to customers in different parts of the world. This will
enable scholar to undertake proper research over different technologies which are used to
improve customer satisfaction and increase profitability of Thomas Cook.
Aim- Study has been undertaken by scholar with an aim of analysing “To understand the impact
of online technology on raising customer satisfaction”. For accomplishment of goals and
objectives of research project appropriately Thomas Cook is taken in to consideration.
Objectives:
 To understand the concept of online technology in customer satisfaction.
 To analyse relationship between online technology and customer satisfaction.
 To determine the impact of online technology in raising customer satisfaction for Thomas
Cook.
 To recommend strategies to increase satisfaction level of customers through online
technology for Thomas Cook.
Research Questions:
 What is the relationship between online technology and customer satisfaction?
 What are impacts of online technology in raising satisfaction of customers for Thomas
Cook?
1.2 Factors that contribute to selection of research project.
Making a proper selection of research is crucial aspect as it requires a lot of experience
and knowledge to make an analysis about relevance of study. There are various important factors
which have provided support in selection of present research project. Some of them are as
follows: Knowledge and research experience: This topic of research has sparked the curiosity in
my mind. Further, it will provide an ability to develop own understanding and knowledge
towards various kinds of issues which are faced by organisation in providing customers
satisfaction. It also provides an understanding about research undertaken by different
researchers and enables me to achieve skills, knowledge and experience in this area.

 Areas of interest: Main factors behind selection of this research project was my interest
towards this topic. I have interest in analysing various studies undertaken by different
researchers on this similar topic. Thomas Cook is famous internal tour operator and this
will enable to demonstrate distinctive set of strategies which needs to be adopted by firm
in order to raise the customer satisfaction that leads to increase profitability of enterprise. Scope in the future: This subject and field of study will provide me potential to develop
my knowledge and helps in future job performance.
 Providing insight and information: I have also selected this research project with an aim
to provide a deep understanding about various facilities which have been emerged for
customers after implementation of digital technology and providing information about
reviews of customers towards services provided by Thomas Cook.
1.3 Critical review of key references
Concept of online technology in customer satisfaction.
According to Leung and et.al, (2013), online technology is defined as various tools and
techniques that arise from information technology which are used by organisation to provide
different types of services to their customers in different parts of the world. “Online” usually
means being connected to the internet. Travel technology is the application of information
technology for communication in travel and hospitality industry. As per the view of Law and
et.al, (2013), in present competitive business environment, it is essential for organisation to focus
on CRM. For this, it is essential for them to have an information about needs and requirements of
their target customers. By using technologies such as internet, computer systems, mobile
communication, technologies in travel agencies and E commerce websites etc. companies are
able to get information customers. It will provide them support in fulfilment of their
requirements. According to Law, Buhalis and Cobanoglu, (2014), customer satisfaction is a term
of marketing that measures how the products and services which are supplied by organisation
will meet the requirements of customers. In travel and tourism sector, online bookings and
communication is an important facility which has resulted in increasing satisfaction of
customers. Thomas cook has also applied this technology for their customers in their outlets.
Now customers are free to use their website and can also make their travel bookings online. This
major facility has saved the time and efforts of customers because they don't have to go
anywhere for getting information about tour packages. On contrary to this, Mok, Sparks and
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Kadampully, (2013) has said that use of online services and systems have also created an intense
competition for organization in travel and tourism sector by increasing the bargaining power of
customers. But ultimately, it has led to rise in satisfaction of customers because they are free to
make bookings in different organizations.
Relationship between online technology and customers satisfaction.
As per the view of Cabiddu, Lui and Piccoli, (2013), the utilization of technology helps
the organizations to get closer with their customers and to build an ongoing relationship with
them. With continuous rise in use of internet in recent years, especially in online bookings,
shopping and payments via internet, it can be consider that people are getting more satisfaction.
Development of vertical portals has redefined the travel business. Tour operators like Thomas
cook have also started applying e commerce applications thereby allowing their customers to
directly access the reservation system. According to Grissemann and Stokburger-Sauer, (2012),
65% of overall travel bookings are made by customers online in Thomas cook in the year 2016.
Improvement in technologies has provided a feeling security to customers in making payments
for their travel booking and tour packages. According to Richard and Zhang, (2012), companies
ion travel and tourism sector have now developed as a separate department at workplace which is
responsible for customers relationship management and resolving the problems which are faced
by customers in online bookings. This major support has also raised the satisfaction level of
customers towards organization that they will not face any type of problems. Employees in
Thomas cook also use online technologies in order to remain in touch with their previous
customers and provide them information about new schemes, tour packages and discount offers.
Impact of online technology in raising customer satisfaction for Thomas Cook.
According to Horng and et.al., (2012), Advancement of internet has highly affected the
way tourism and travel intermediaries perform their business. Positive influence has been
provided by technology as it supported both organization and customers by reducing their time
and efforts in gathering information. Development of E-portal by Thomas cook has changed their
ways of attracting people and performing business operations. This has led to the formation of
various last minute online travel portals which properly organize and distributed distressed
inventories to the clients. Tour operators like Thomas cook have implemented e commerce
applications for allowing their clients to directly assess their websites. Now customers are able to
make flight search and go through various options and finally take a purchase decision.
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However, it is considered that online technology has provided positive impact on
customers' satisfaction of enterprise. As per analysis of report, profitability of Thomas Cook
have been increased after implementation of these technologies along with their market share in
travel and tourism sector. According to Law, Buhalis and Cobanoglu, (2014), mobile
technologies have also provided support to customers as they are now possible for customers to
view and choose various travel and tourism options by surfing the internet through the mobile
phones. Short messaging services is also started by Thomas to provide confirmation to customers
about their travel bookings. On contrary to this, Leung and et.al, (2013) has reviewed that
technology has also threat of security and Online frauds among customers. There are various
organization who use these technologies for unethical practices and provide wrong information
about products and service to customers. They also take payment for various services from
customers which are actually will provide to customers. Lack of security in payment systems and
problems in bookings have also created various problems for customers. Moreover, for avoiding
these problems Thomas Cook has developed a separate department which responsible to resolve
the customers problems. Company also makes efforts to analyse review of their customers
towards improvement in online services. Thus, it can be said that technology has provided
positive impact on operations of Thomas cook.
1.4 Research project specification.
In present research project, researcher will make use of positivism philosophy because it
will provide him ability to achieve the aims and objectives effectively. Moreover, in order to
determine the relationship between the online technology and customers satisfaction scholar will
make use of descriptive method of research design. Information will be collected from the
customers of Thomas cook by using both primary and secondary method of data collection. In
primary method, Questionnaire will be provided to customers through Emails. Websites of
company is also used to analyse the review which are provided by their previous customers. In
order to carry secondary research, various important journals, online Articles, books and
Magazines related to travel and tourism sector is taken in to consideration. Along with this,
Research will use the inductive method rather than using hypothesis for investigation. 20
customers of Thomas cook have been selected thoroughly. Managers of organization will also be
able to deliver relevant information associated with the objectives of research. Response of
customers were effective and they have provided support in accomplishment of research
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effectively. Close ended questionnaire was formulated and provided to customers through emails
and company's website. Further, thematic method of data analysis will be used by researcher for
interpretation of data which is collected from customers.
1.5 Appropriate plan and procedures for agreed research specification.
Activity 1th
W
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2nd
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3rd
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4th
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5th
Week
6th
Week
7th
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8th
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9th Week 10th
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To determine
research
Topic
Literature
Review
Mapping up
methodology
Completing
Proposal
pilot research
and designing
question
Recording
Research and
carry out
Developing
graphs and
data Analysis
Discussion
and
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Conclusion
Editing and
Completing
final report
TASK 2
2.1 Match resources efficiently to research question.
`Foremost aims of this study in to ensure importance of technology and online services in
raising customer's satisfaction. In present scenario, it will help in determining different ways
through which organisation will be able to improve the satisfaction of customers. In accordance
with this, Thomas Cook can also make improvement in their E portal and Online a feeling of
safety and security to customers in online booking and payments. In order to demonstrate the
response of customers, researcher will utilize the methods of data survey. Further, it strengthens
the scholar to understand that improvement in online service will provide satisfaction to
customers and how it will support in management of customer relationship and increasing
profitability. In relation to this, following important research objectives have been set by scholar:
 To understand the concept of online technology in customer satisfaction.
 To analyse relationship between online technology and customer satisfaction.
 To determine the impact of online technology in raising customer satisfaction for Thomas
Cook.
Questionnaire
Name:
Age:
Gender:
Email:
1)Do you have used the online services of provided by Thomas Cook?
(a) Yes
(b) No
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(2)Do you think that online services and facilities have made your work easier?
(a) Yes
(b) No
(c) Not Sure
(3) Do you agree that information provided by Thomas Cook on their Websites is adequate?
(a) Strongly agree
(b) Agree
(c) Disagree
(4) Do you think that proper online support has been provided by Thomas Cook to its
customers?
(a) Yes
(b) No
(c) Not Sure
(5) Which problems you have faced in while using online booking facilities?
(a) Improper site connection
(b) Problem in Online payment
(c) Lack of clear information
(d) Any other
(6) Do you think that Technology has provided support to Thomas cook in improvement of
8

products and services?
(a) Yes
(b) No
(c) Not Sure
(7) What type of improvement do you need to be made in the online facilities and service of
Thomas Cook ?
(a) Secured payment facility
(b) Proper customer support
(c) Fewer formalities
(8) Are you satisfied with the response of customer service executive of Thomas Cook?
(a) Yes
(b) No
(c) Not Sure
2.2 Undertake proposed research investigation in accordance with agreed specification and
procedures.
For undertaking proper and adequate research project, researcher has made an effective
use of inductive approach. This method is selected by scholar because it does not involve any
Hypothesis. In order to make research more reliable and valid, scholar needs to make proper use
of effective procedures and specification (Miller and et.al., 2012). For arriving at conclusion, it is
essential for investigator to analyse the data which is collected through questionnaire method.
Authentic sources, themes, charts and tables is to analyse data and provide recommendation to
organisation on the basis of outcomes.
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2.3 Recording and collection of relevant data where appropriate
For accomplishment of research, all the data is collected by using the primary sources. In
present context, 20 customers of Thomas cook is selected and close ended Questionnaire is
provided to them which contains questions related to analysis of their satisfaction towards online
service provided by company. There are various customers of Thomas cook and in this it will be
easy for scholar to get relevant information with the satisfaction of customers and ways through
which online technology service can be improved. Though this, Improvement in the performance
and profitability of organisation in market can also be analysed as compared to customers.
Further, with support of primary techniques, important strategies can also be recommended to
Thomas cook to increase the satisfaction level of customers by using online technology.
TASK 3
3.1 Research evaluation techniques.
There are various type of techniques which are used by scholar in this research
methodology and these techniques will be helpful in conducting proper research: Research Design: It is important techniques that provided a systematic framework to
scholar in accomplishment of research objectives. In present context, descriptive method
of research is used by scholar to complete the research on understand the impact of online
technology in raising customers' satisfaction (Lewis, 2015). It also assists in making
proper interaction with the customers of Thomas Cook and carry out the research without
making amendments in collected data. Descriptive research design have been used by
scholar in this research which helps in getting data effectively. It is also enabled the
researcher in effectively accomplishment of research project. Research Philosophy: Another specific techniques that enable the researcher to undertake
study in some specific direction. Positivism philosophy is used by scholar as it provides a
clear information to scholar and helps in making focus on research objectives (Silverman,
2016). It will also help in determination of relationship between use of online technology
and customers satisfaction. Interpretivsim research philosophy is used by scholar which is
effective in qualitative analysis and provides support in accomplishment of data
effectively. Research Approach: Another important techniques for conducting research which is used
to make investigation about the satisfaction of customers after using the online services.
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Inductive approach is used by the researcher to investigate the information rather than
using the Hypothesis for carrying out research (Flick, 2015). It will enable the scholar in
accomplishment of research objectives. Data collection: Most important parts of research techniques which is used to collect the
information related to influence of online technology in increasing customer satisfaction
in relation to Thomas cook. In this, both primary and secondary method of data collection
is used scholar in this research (Panneerselvam, 2014). In primary research, Close ended
Questionnaire is prepared and provided to 20 randomly selected customers of Thomas
cook. Further, Research reports, journals, Articles, Magazines and online articles are used
to collect information. Sampling: Random sampling methods is used by scholar because it supportive in getting
appropriate results by using questionnaires (Ledford and Gast, 2014). Review of 20
people is taken by scholar and they are customers of Thomas Cook. Clients posses
relevant information about effectiveness of online services provided by client.
 Data analysis: After collection, it is also important scholar to use appropriate technique
for transformation of data in to information. In this project, thematic methods is used by
scholar to provide complete analysis of data by using charts and graphs.
3.2 Interpretation and analysis of outcome.
Theme 1: Customers have used the online services of provided by Thomas Cook
1)Do you have used the online services of provided by Thomas Cook? Response
(a) Yes 18
(b) No 2
Total 20
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Interpretation: In the above research conducted on understanding the impact of online
technology in raising customer satisfaction, Questionnaire is used to get information from
customers. In this context, it is clear that there 18 respondents who have voted “Yes” because
they have used online service and facilities which are provided by organisation. 2 respondents
are those who have not used the services and said “No”. Therefore, it can be said that customers
have used online service provided by Thomas cook.
Theme 2: Online services and facilities have made work of customer easier
(2)Do you think that online services and facilities have made your work
easier? Response
(a) Yes 13
(b) No 5
(c) Not Sure 2
Total 20
12
(a) Yes (b) No
0
2
4
6
8
10
12
14
16
18
20
18
2
Column B

Interpretation: In this table, it is analysed that there are 13 respondents who think that these
online services and facilities have made work easier. 5 respondents are those who have stated
“No” because they did not felt that their work has become easier. 2 respondents was not sure
about the statement. Thus, it can be stated that Online service and facilities have made the work
of clients easier.
Theme 3:Customer agreed that information provided by Thomas Cook on their websites is
adequate
(3) Do you agree that information provided by Thomas Cook on their websites
is adequate? Response
(a) Strongly agree 5
(b) Agree 13
(c) Disagree 2
Total 20
13
(a) Yes (b) No (c) Not Sure
0
2
4
6
8
10
12
14 13
5
2
Column B

Interpretation: As per the above mentioned diagram, it was clearly interpreted that there 5
respondents who are strongly agreed that information provided by Thomas cook on their
websites is adequate. 13 respondents have said they are agreed. Only 2 respondents was disagree
about the statement. Thus, it is clear that customer agreed that information provided by Thomas
Cook on their websites is adequate
Theme 4: No Proper online support has been provided by Thomas Cook to its customers.
(4) Do you think that proper online support has been provided by Thomas
Cook to its customers? Response
(a) Yes 8
(b) No 10
(c) Not Sure 2
Total 20
14
(a) Strongly agree
(b) Agree
(c) Disagree
0 2 4 6 8 10 12 14
5
13
2
Column B

Interpretation: In this chart, It is considered that there are 8 respondents who have stated that
Thomas cook has provided proper online support to customers.10 respondents have denied this
statement because they didn't feel so Whereas 2 respondents was not clear. However, it has been
analysed that no proper online support has been provided by Thomas Cook to its customers.
Theme 5: Other problems are faced by customers while using online booking facilities.
(5) Which problems you have faced in while using online booking facilities? Response
(a) Improper site connection 2
(b) Problem in Online payment 5
(c) Lack of clear information 5
(d) Any other 8
Total 20
15
8
10
2
(a) Yes
(b) No
(c) Not Sure

Interpretation: According to given chart, it is clear that there are 2 respondents who have faced
the problem of improper site connection while using online service. 5 respondents have stated
that they have faced problems in online payment facility. 5 respondents are those who have
stated that there is lack of proper information and guidance on website. Majority of 8
respondents have stated that they have faced on other problems.
Theme 6: Technology has provided support to Thomas cook in improvement of products
and services
(6) Do you think that Technology has provided support to Thomas cook in
improvement of products and services? Response
(a) Yes 15
(b) No 3
(c) Not Sure 2
Total 20
16
(a) Improper site connection
(b) Problem in Online payment
(c) Lack of clear information
(d) Any other
0 1 2 3 4 5 6 7 8 9
2
5
5
8
Column B

Interpretation: From the above table, it is clear that there are 15 respondents who have stated
that technology has provided support to Thomas cook in improvement of products and services.
3 respondents have denied this statement Whereas 2 respondents was not sure about the
statements.
Theme 7: Secured payment facility was the improvement customer need to be made in the
online facilities and service of Thomas Cook
(7) What type of improvement do you need to be made in the online facilities
and service of Thomas Cook ? Response
(a) Secured payment facility 10
(b) Proper customer support 6
(c) Fewer formalities 4
Total 20
17
15
3
2
(a) Yes
(b) No
(c) Not Sure

Interpretation: From the above table, it is clear that there are 10 respondents who have stated
that they need secured payments facility on the website as improvement. 6 respondents required
to improve the online customer support. 4 Respondents have stated that Thomas Cook needs to
keep fewer formalities on their websites. Thus, it can be said that organisation needs to adopt
secure mode of payments for their customers on company's website.
Theme 8: Customers are satisfied with the response of customer service executives.
(8) Are you satisfied with the response of customer service executive of
Thomas Cook? Response
(a) Yes 12
(b) No 5
(c) Not Sure 3
Total 20
18
(a) Secured payment facility
(b) Proper customer support
(c) Fewer formalities
0 2 4 6 8 10 12
10
6
4
Column B

Interpretation: As per the above mentioned diagram, it is clear that 15 respondents are those
who have voted “Yes” because they are satisfied with the response of customer service executive
of Thomas Cook. 5 Respondents have voted “No” as they are not satisfied.3 Respondents was
not sure about the statement. Thus, it can be said that customers are satisfied with the response of
customer service executives.
3.3 Recommendation and justification for further consideration.
From the above report, it is clear concluded that online technology plays an important
role in increasing satisfaction of customers towards the organisation. Research methods which
are used by scholar have provided support in accomplishment of researcher effectively. Both
primary sources of data collection was effective as it has provided support in getting correct data
and analysing the feedback of customers. Moreover, it is recommended to the organization that
should provide proper online support to customers because clients are not satisfied with support.
They are also needs to make improvement in their services and use effective mode payment like
E banking with proper security so that customers will not face any type of problems. Moreover,
company also needs to implement new service and provide proper information to customers on
their websites. They also encourage their customers to use their online portals to reduce their
efforts and time consumption. Employees in organisation must be provided training to
communicate effectively with clients which helps them customer relationship management.
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(a) Yes (b) No (c) Not Sure
0
2
4
6
8
10
12
14
12
5
3
Column B

TASK 4
Covered in PPT
CONCLUSION
In this report, it is concluded that online technology plays an important role in increasing
satisfaction of customers towards the organisation. Travel technology is the application of
information technology for communication in travel and hospitality industry. Further, effective
online services are provided by Thomas cook to its customers. They need not make some
improvement in their services in order to get customer satisfaction.
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Online
Impact of information technology in travel and tourism industry, 2017. [Online]. Available
through:<http://academiccreativity.blogspot.in/2013/02/impact-of-information-
technology-in.html>
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