Tourism Research Methods & Applications

This assignment focuses on the application of various research methods in the field of tourism. Students are tasked with researching and analyzing different methodologies used to study tourism phenomena. The assignment encourages critical thinking about the strengths and limitations of each method and their relevance to real-world tourism challenges. Students will draw upon scholarly articles and case studies to demonstrate a comprehensive understanding of tourism research techniques and their practical implications.

Running head: IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Contribution online technology has transform and changed the tourism industry
Student number:
Name of supervisor:

1IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Acknowledgement
Conducting the research project enhances me to improve my knowledge as well as analytical
ability. It gave me the chance to face challenges all the while and conquer them. It will not be
possible to conduct the research without the significant direction of my professors, companions
and every one of who have added to this advancing knowledge. I also want to thank my
supervisor __________ for helping me in my research work as well as give their full support
during the research process. I would also thank all the participants within this study for giving
their time and helping me out. From the support of people, I am inspired to work on the research
in this subject area. Finally, thank you to my family members those help me and encourage me.
Thank You.

2IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Table of Contents
Chapter 1: Introduction....................................................................................................................4
1.1 Background of the study........................................................................................................4
1.2 Project aims and objectives...................................................................................................4
1.3 Research questions.................................................................................................................5
1.4 Research rationale..................................................................................................................5
1.5 Problem statement.................................................................................................................6
Chapter 2: Literature review............................................................................................................8
2.1 Preface...................................................................................................................................8
2.2 Overview of the use of online technology in travelling and tourism....................................8
2.3 Applications of online technology on tourism industry........................................................9
2.4 Advantages of using online technology in travel and tourism industry................................9
2.5 Disadvantages of using online technology in travel industry..............................................10
2.6 Impact of using online technology on travel and tourism industry.....................................11
2.7 Summary..............................................................................................................................15
Chapter 3: Research methodology.................................................................................................16
3.1 Preface.................................................................................................................................16
3.2 Research philosophy............................................................................................................16
3.3 Research approach...............................................................................................................17
3.4 Research design...................................................................................................................18

3IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
3.5 Data collection process........................................................................................................18
3.6 Population and sample.........................................................................................................19
3.7 Data analysis technique.......................................................................................................19
3.8 Ethical consideration...........................................................................................................19
3.9 Limitations of the project.....................................................................................................20
3.10 Timeline.............................................................................................................................20
Chapter 4: Results and findings.....................................................................................................21
4.1 Preface.................................................................................................................................21
4.2 Quantitative analysis............................................................................................................21
4.3 Summary..............................................................................................................................33
Chapter 5: Conclusion and recommendations...............................................................................34
5.1 Conclusion...........................................................................................................................34
5.2 Recommendations................................................................................................................34
References..................................................................................................................................36
Appendix....................................................................................................................................39

4IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Chapter 1: Introduction
1.1 Background of the study
Technologies are considered as the major factors in any type of business. Thus,
development of new technologies in a business has brought a massive change in the operating
process of the business. Through the past year, travel and tourism industry has developed
business in an important way (Xiang et al. 2015). On a global scale, online technology has
changed the way of tourism. The rise of internet brings massive change in the method of
travelling, preparing as well as booking travel arrangements along with the way players in
tourism industry. The 2010 Commission Communication Europe has highlighted that technology
and innovation in information technology have become the major determining factors in order to
stimulate competitiveness in European tourism industry (Schuckertd et al. 2015). In 2014, rented
tourist accommodation was booked online for 55% of the tourisms in EU. Hence, it becomes
immensely important to analyze the impact of online technology on tourism industry.
1.2 Project aims and objectives
The study aims to analyze the role of online technology on tourism industry. In addition,
the factors that determine success for tourism business is identified are in the present study.
The research objectives can be listed as followed.
 To critically analyze the role of online technology in tourism industry
 To evaluate the benefits for using online technology in tourism industry
 To find out the limitations for using online technology in tourism industry

5IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
 To recommend solutions for overcoming the issues faced while using online
technology in tourism industry
1.3 Research questions
The research questions can be described as followed.
 How online technology gives an impact on tourism industry?
 What are the advantages for using online technology in tourism industry?
 What are the limitations for using online technology in tourism industry?
 How to overcome the issues faced while using online technology in tourism
industry?
1.4 Research rationale
As the requirement of technology is growing day by day, several innovations took place
that improved the standard of travel and tourism industry. Communication technology helps in
making airline accessible easily. It assists to promote destinations and attract travellers to pay
attention in such places (Xiang et al. 2015). However, development of online technology enables
instant reservations as well as payment collections. The importance of communication
technology and modern tourisms become fully equipped with the ability of communicating
advantages and sell to potential visitors. However, there are some issues lied in the usage of
online technology like security issues, complexity. Thus, it becomes an important topic of study
to analyze the impact of online technology on tourism industry.
According to the 2015 survey on the utilization of information and communication
technology in households, there is 39% of total population reported as the user of internet for
travelling. On the other hand, in a survey it is reported that 97% enterprises had access to the

6IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
internet, whereas tourism industry is amounted as 99% of the enterprises. Websites or
homepages become the entry point for e-business. There are 95% of all organizations in
accommodation sector belong a website. It directly has impact on the tourism industry.
Approximately 74% of organizations provides ordering and reservations as well as booking
services through websites. During 2014, 63% of accommodation sector organizations received
orders through computer-mediated services (Liu and Park 2015). It results 17% of turnover in the
entire economy came from electronic commerce. As the enhancement on technology makes
available the entire system of tourism industry easily, it becomes an important issue to mitigate
the issues while using online technology in the field of travel and tourism industry resulting in
obtaining potential benefits. Hence, it is important to study the advantages of using online
technology in travel and tourism.
The impact of technology in travel and tourism industry becomes enormous as more
number of travellers now can look and compare all types of information available on the internet
regarding potential destination. Google made a survey regarding the usage of online sources for
travelling and tourism, where it has been found that 55% of travelers do research on internet
regarding the destinations, bookings, travel guides as well as visas (Law et al. 2014). However,
data loses, misguidance and complexity like issues are the major barrier for the usage. Therefore,
it becomes an important research issue to critically analyze the impact of online technology on
travel and tourism industry.
1.5 Problem statement
Technology plays a vital role in order to achieve economic development through
garnering economic means for travelers. The development as well as contribution of air travel as
means of transportation of the tourists to distinctive location is a vital contribution of technology

7IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
to travel and tourism industry. Presently, travel and tourism sector is also defined as a sector of
innovation and production. However, there are some drawbacks seen for using online sources in
travelling or tourism sector (Huang et al. 2016). There are several wrong information found on
the internet as anybody can post information. Internet has many fraud sites where people can be
misguided. In addition, various unscrupulous businesses have brought on the internet taking
advantages of common people. Therefore, it becomes a problem to use online technology
properly and get potential benefits.

8IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Chapter 2: Literature review
2.1 Preface
Zeng and Gerritsen (2014) stated that the internet has an important role in travel and
tourism industry. Present chapter deals with gathering of secondary data from several sources
like books, journals and websites. The applications of online technology in travelling industry
are explained in the chapter of project. Moreover, the advantages and disadvantages of using
online technology in travelling and tourism are explained in this chapter of study.
2.2 Overview of the use of online technology in travelling and tourism
Use of internet by travellers has enabled planning and booking of trips. Online booking
has showed a remarkable change with a spectacular growth of 58% in the particular sector. Both
customers and business owners can be benefited from advancements of communications,
reservations as well as guest service system (Kim et al. 2015). It starts with the first visit to the
website of the company, blogs, social media, advertising as well as online booking along with
information repositories.
At present days, many of tourism businesses utilize computer systems in order to stay
connected with the customers (Han and Hyun 2015). It allows communication between branches
as well as locations that makes easier to streamline reservations along with cross-company
policies. Additionally, mobile communication device helps the user to get real time access of the
data. With the help of mobile applications, travelers can book hotels or reserve ticket for any
place or transports.

9IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
2.3 Applications of online technology on tourism industry
With the advancement of wireless technology and online technology, travel and tourism
industry becomes more accessible to the users. The applications of online technology can be
described as followed.
Computer reservation system (CRS): Booking engines allow customers to reserve
tickets or book rooms. For instances, Expedia and Orbitz are available as online interfaces
(Neuhofer et al. 2014). Booking engines helps travel and tourism business to cut costs through
minimizing call volume as well as offer traveller more control over the process of purchasing.
Computer systems: It allows communication between several branches as well as
locations in order to keep the staffs on same page. In addition, it makes easier accessing
information, which can enhance guest experience, information regarding housekeeping and
details of reservation.
Mobile communication: At present days, travellers use mobile communication device for
guidance. It is accessible from anywhere and helps the travellers on road access. Hence, in order
to keep consumers advised of the changes, tourism as well as hospitality business utilize mobile
communication (Chung and Koo 2015). Delay notices and offer deals are sent to the travellers.
In addition, location-based advertising is sent with the help of mobile communication devices.
2.4 Advantages of using online technology in travel and tourism industry
The advantages of online technology in travel and tourism industry can be explained as
followed.
 With the information available instantly, customers can check for exactly the
thing that is wanted without taking some execution around circles. According to

10IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
the requirements of business, the operations regarding information, booking,
billing and invoicing are automated that leads to save time as well as efforts.
 Collaboration can be achieved with the help of online technology. Travel
technology can collaborate business in several fields.
 Travel technology helps to check all measures as well as implementations, which
makes travel portal safe as well as secured for both clients and business owners.
Market wisdom at current days suggests that hospitality business need to embrace
technology in order to compete against traditional competitors and entrants. It develops
businesses with implementation of latest technology (Cantallops and Salvi 2014). In this
perspective, function of a strategic information management needs to facilitate mission of the
business of the organization by managed information, managed procedures as well as managed
information technology. The fields such as operational, guest services as well as management of
information can be covered by the use of online technology in travel business. On contrary,
online technology leads producing new services like online brochures as well as interactive
videotext. In addition, technology has an impact on marketing as well as distribution of tourism.
The application of information technology is deployed to travel and tourism services (Ponte et al.
2015). It cannot be achieved without making any change the apparent human high touch element
of tourism and travel.
2.5 Disadvantages of using online technology in travel industry
The online technology enhances the travel and tourism industry. However, it also comes
with several disadvantages. There are several issues associated with the travel and tourism
industry. This study will explain the issues in details.

11IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
The tourism industry uses the reservation system to reserve hotel rooms for the tourists.
The tourists heavily criticize the tourism sector need a large number of keyboard clicks to
reserve the hotel rooms. The trends of online reservation have increased in recent times. The
tourists and the guests prefer online reservation (İlkan et al. 2017). For this reason, the travel and
tourism companies are losing potential customers. The potential guests are not getting rooms at
their favorite hotel reserve hotel rooms at the competitor’s website.
The travel and tourism industry needs multiple facilities to the guests that will help them
to stay ahead of all other companies. They must focus on innovations. For this reason, they will
have to install multiple telephone lines. They will have to install the multiple telephone lines;
they will have to install multiple lines so that the guests can communicate with the hotel staffs
and seek help from them whenever required. They must decorate the hotel rooms with IoT and
smart devices. The customers are not used to smart IoT devices (Amaro and Duarte 2015). They
will not be able to use the advanced features provided by the travel industries and thus can create
a negative impact on the travel industry.
2.6 Impact of using online technology on travel and tourism industry
The travel and tourism industry are adopting the online technology to furnish their
business. The study focuses on the PEST analysis and the Porter’s Five Forces Analysis. The
travel and tourism industry with the help of the analysis can get to know the strength and
weakness. Meeting and leading generation for travel marketing is one of the major advantages of
using technology in tourism business. Continuing evolving of information technology creates
several conditions. It is beneficial as well as detrimental methods, It results that several travel
agencies have made considerable adoptions for remaining solvent as well as relevant. There is an
integral part of the business of travel agency as it is widespread in its adoption of information

12IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
technology. Information is stored quickly compared to the high-speed hardware as well as better
software. The organizations related to the industry need to run efficiently for increasing
customers and visitors. Coordination is one of the major benefits for improving business
efficiency. On the other hand, it is required to develop high-speed internet connections that can
allow the organization to be in the top in the market. Several benefits like instant video, voice as
well as text communications would consider as less expensive compared to traditional methods
like long-distance telephone system. In addition, implementing online technology would be
helpful to change marketplace as well as outlook of the business.
The travel and tourism industry can have an idea of several scopes following which they
can enhance their business (Filieri et al. 2015). There are several threats travel, and tourism
industry must consider while conducting the business activities.
PEST analysis
Political: Government policies create several policies and limitations on Internet usage.
The travel and tourism companies will have to abide the Internet policies imposed by the
Government. They need to consider several aspects of the copyright issues, reducing customers’
dissatisfaction, privacy and security issues. They also require establishing a pricing structure by
which they can conduct the business activities. The travel and tourism companies must follow
the competition law, anti-trust laws and the violation of privacy to effectively conduct the
business.
Economic: The travel and tourism industry needs to consider the economic growth
alongside the Internet technology. The currency fluctuations, disruption in interest rates and

13IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
inflation can curb down the profitability of the organizations. Thus, the travel and tourism
companies can suffer due to low market share and low productivity.
Social/ Cultural: The travel and tourism industry must analyze the customers’ behaviors
and the demographic changes. The travel and tourism industry must respect the social values.
The tourists make an impact on the place they visit. The impact can be negative. The criminal
activities and the drug use can affect the business of the travel and tourism companies, so tourists
must be considered (Palacios-Marqués et al. 2015). Child labor is another aspect that creates an
impact on the travel and tourism industry adversely.
Technological: The travel and tourism industry must consider the technological aspects
since the latest technological aspects attract the customers a lot. The travel industry is now
focusing on to adopt the latest technology. The travel industry is adopting various travel modes,
like the buses, trains and the airlines and all these technical aspects are sure to give them the
potential benefits. The buses, airline buses, trains all come up with the latest technological
features that can give the customers more comfortable journey experience. Moreover, the hotel
rooms must have smart devices installed. Thus, technological features are major ingredients that
the travel industry must consider.
Environment: The travel and tourism industry must take into consideration the
environmental factors; they must make the best use of fuel and oil. The travel industry must
consider the pollution factors; theyshould take proper measures to maintain a sustainable
environment.
Porter’s Five Forces Analysis
Threat of New Entrants

14IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
The new entrants can be a threat to the travel and tourism industry. The travel companies who
have appeared in the market can impose several threats on the company. The travel companies
who are newbie will give offers and discounts on hotel rooms will tend to provide more facilities
to the guests.
Bargaining powers of Customers
The technology provides facilities to the customers so that they can visit online and can make
survey of the best firm, which offers the best possible services. The technological aspects will
help the customers to communicate directly with the travel companies, and they do not require
any intermediary (Amaro and Duarte 2015). Porter’s five-force analysis helps to predict the
ability of buyers bargaining power by which they can curb down the expenses; they will not have
to pay to the intermediaries. The customers can even check and compare the hotels that suit them
with the help of technology.
Bargaining powers of Suppliers
The employees of the travel industry act the suppliers. The travel and tourism industry must
appoint skilled employees and must train them so that they can provide quality service to the
customers. The internet and latest technology can bridge the gap between the customers and the
employees.
Threat of substitute products
Travel agencies act as the major constituent to the Internet sales. The travel and tourism
companies can advertise their products online. With the advent of internet technology, the

15IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
employees can discuss with about numerous products, they can even take the feedback from the
guests and can improve their service.
Threat from the rivals
The rivals with the help of the internet technology offer several discounts and offer to the
customers. They improvise the hotel rooms with numerous smart IoT devices; the customers get
attracted to the customers and book hotel rooms (Amaro and Duarte 2015). The travel and
tourism companies are competing with each other to enhance their business. Porter’s five force
predicts all the competitive aspects.
2.7 Summary
There are several advantages of using online technology in travel and tourism such as
automation, collaboration, one stop solution, instant checking and booking and 24*7 hour
support. However, security and privacy issues are also associated with technology. The business
operations can get disrupted due to malicious activities due to the malware attack. The customers
use mobile apps and websites. The attackers can attack the customers’ devices and access the
confidential data. The hackers can also steal the hard-earned money.

16IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Chapter 3: Research methodology
3.1 Preface
Present chapter of the project can be defined for addressing the most suitable approach
implemented in the study in order to acquire desired outcomes. Research methodology includes
specific theories as well as concepts for better analysis on the chosen topic. Effective
implementation of research methodology assists in the research. There are several factors
affecting the opinion of the uses and customers using online technology for the purpose of travel
and tourism. The detailed procedure of research methodology might lead to generate several
errors and resulting specific limitation within the research. In addition, the researcher has applied
each detailed procedure, which can be helpful to analyze on the opinion of the users and
customers dealing with travel and tourism industry.
3.2 Research philosophy
In order to analyze the role of online technology in travel and tourism industry, it is
important to use exploration theory in order to decide appropriate method for obtaining subtle
components of the research point (Taylor et al. 2015). However, the process of doing the project
can be fluctuated sop that determination of exploration theory needs to be viable as well as
legitimate arrangement. Expansive as well as regular types of epistemology are a piece of the
theory such as positivism, interpretivism as well as authenticity.
Positivism helps to use rationale of the project, which assists in analyzing the cover
actualities and data in an investigative way. The technique of investigation involves the use of
positivism philosophy and tries to reject power so that perception of subtle component

17IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
perception as well as learning gathering can be empowered. On the other hand, interpretivism
philosophy is considered as a method of epistemology that give backing the concept of
complicated structure needed in a social universe of the business as well as exercise of
administration (Lewis 2015). Interpretative study deals with characterizing specific things with
specific ideas of the common laws as well as degrees of the logical study. Authenticity can
depict the use of making human convictions as well as helps in focusing cooperation of people
and substances.
Positivism philosophy is applied in the present study in order to analyze the impact of
using online technology in travel and tourism industry. Selection of positivism philosophy is
restricted with controlling part and evaluating the information that can have prompt reduction of
the information errors.
3.3 Research approach
Research approach is considered as a subject needed so that configuration needed for the
project directing the present study is uncovered. A particular theme of the research can be
properly attempted in order to study the methods such as inductive and deductive. In this
perspective, inductive approach can be defined as helping in contemplating the research point
when adequate point of the research is followed (Vaioleti 2016). On contrary, deductive
approach is used in a research for depicting the reasonable utilization of the hypothesis focused
on evaluating the substance of the research project.
In the present research project, the study attempts with the ideas that are identified the
role of technology in travel and tourism industry. Different elements connected to the research
project can be helpful to understand the study in better way.

18IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
3.4 Research design
Research plan assists in making clarification of the structure of research subject. It would
be helpful to make clarification of the structure in analyzing the subject that would be helpful in
determining accumulation as well as investigation of the design (Brinkmann 2014). The process
of accumulating information is considered as particular part of the methodology used in the
research and connected, which helps in better explanation of the research plan. There are several
types of research design such as exploratory, explanatory as well as descriptive research design.
Exploratory research design assists the researcher in order to recognize distinctive types
of thoughts as well as consideration needed for completion of the research (Billig and Waterman
2014). Informative research plan can portray the events of various episodes as well as
correspondingly influence of the matter.
In the present research project, descriptive research design is applied in the research. It
helps to enlighten the outline as well as characterize the point of interest of the research. The
degree of impact ensured by distinctive elements connected with the project. On the other hand,
the arrangement is investigated with the help of elucidating the research point.
3.5 Data collection process
Data is considered as valuable component for research in order to comprehend reality as
well as facts needed for analysis on the project topic. Collection of data is important to determine
that precise results to the research process as well as allows standard formation of the research in
a specific area (Gast and Ledford 2014). In the present research project, primary data are
collected by conducting an online survey where users and customers of travel and tourism
industry are selected as respondents of the research.

19IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
In the current study, primary sources including survey with the traveller who helped in
selecting data as per the research goals. On the other hand, several sources for secondary data
such as books, journals and websites are selected for gathering secondary data, which is
presented in second chapter of the research project.
3.6 Population and sample
Population can be categorized as quantity of individual implication by the substances of
the research. In the present research project, 75 travellers are selected for giving answer in the
survey. The survey questionnaire is closed-ended questionnaire where likert scale 1 to 5 is
followed. Random probability sampling technique is followed for selection of the respondents in
the research.
3.7 Data analysis technique
Qualitative information is vital in order to record the type of account information, which
can consist in better depiction of the research point (Humphries 2017). It helps in including
hypothetical ideas in practical way that it prompts to make better understanding of the research
point. On the other hand, quantitative date can be applied useful to record data of substantial
information. In the current project, quantitative data analysis technique is applied over qualitative
data analysis.
3.8 Ethical consideration
Data selected for the research by investigating the subject is useful in understanding the
part of elements on proper approach with exceptional references (Bauer 2014). In this way, any
type of business use of the information is kept away. Data protection Act 1998 has been followed
in the research that restricts unauthorized publication of data.

20IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
3.9 Limitations of the project
A research study is helpful to select the consequences of the point that is permitted for
experiencing rundown of the limitations, which are avoidable and non-avoidable in nature. The
limitations can be marked as research subject. Participants required in the project were not
included in any type of weight. Thus, issues with dependability are available for the research
project. On the other hand, due to limited time and nature of the research, there were restrictions
on prompted investigation of the work in a brief timeframe.
3.10 Timeline
(Refer to appendix)

21IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Chapter 4: Results and findings
4.1 Preface
In the section of the project, the findings and discussion on the outcomes acquired
through conduction of the analysis is presented in the research in order to comprehend the role of
online technology in travel and tourism industry. The outcomes are achieved through performing
a featured analysis of the study. The primary data are collected from survey method. On the other
side, secondary data is collected from articles, websites and books.
4.2 Quantitative analysis
1. How long you are associated with travelling and tourism?
Options Respondents % No of respondents Total respondents
6months-1 year 13.33% 10 75
1 year-2 years 20% 15 75
2 years-5 years 33.33% 25 75
5 years-8 years 20% 15 75
More than 8 years 13.33% 10 75
Table 1: Timeline for involving in travel and tourism

22IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
6months-1
year 1 year-2
years 2 years-5
years 5 years-8
years More than 8
years
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
13%
20%
33%
20%
13%
Timeline for involving in travel and
tourism
Figure 1: Timeline for involving in travel and tourism
Findings and analysis
According to the data presented in table clearly shows that 13.33% respondents in the
survey are involved with travel and tourism since 6 months to 1 year. There are 33.33%
participants in the survey are associated with the interest since 2 years to 5 years. On the other
hand, 13.33% participants are involved more than 8 years. Hence, the management of the
industry need to take necessary actions so that new generation travellers can be facilitated with
the advent use of online technology in travel and tourism.
2. How far you agree that online technology has an important role over travel and tourism
industry?
Options Respondents % No of respondents Total respondents
Strongly agree 33.33% 25 75
Agree 30.67% 23 75
Neutral 2.67% 2 75

23IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Disagree 20% 15 75
Strongly disagree 13.33% 10 75
Table 2: Online technology has an important role over travel and tourism industry
Strongly
agree Agree Neutral Disagree Strongly
disagree
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
33.33% 30.67%
2.67%
20.00%
13.33%
Online technology has an important
role over travel and tourism industry
Figure 2: Online technology has an important role over travel and tourism industry
Findings and analysis
The table and graph shows that 33.33% respondents out of total number of respondents
are strongly agreed that online technology has an important role over travel and tourism industry.
On the other hand, 13.33% participants are strongly disagreed with the statement. Hence, it is
required to focus on more usage of online technology in travel and tourism so that the customers
can get the best possible services.

24IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
3. How far you agree that content shown in the websites of travel and tourism industry is
accurate and up-to-date?
Options Respondents % No of respondents Total respondents
Strongly agree 24% 18 75
Agree 21.33% 16 75
Neutral 5.33% 4 75
Disagree 29.33% 22 75
Strongly disagree 20% 15 75
Table 3: Content in the websites of travel and tourism industry is accurate and up-to-date
Strongly
agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30% 24.00% 21.33%
5.33%
29.33%
20.00%
Content in the websites of travel and
tourism industry is accurate and up-
to-date
Figure 3: Content in the websites of travel and tourism industry is accurate and up-to-date
Findings and analysis

25IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
According to the data showed in table and graph, 24% participants in the survey are
strongly agreed that content shown in the websites of travel and tourism industry is accurate and
up-to-date. However, 5.33% participants are neutral on the case as they are not aware on the
matter. There are 29.33% participants in the survey disagree with the statement. In addition, 20%
participants are strongly disagreed with the particular statement. Hence, organizations need to
focus on updating the content of websites and upload accurate data on the website and mobile
applications.
4. What are the advantages you received for using online technology in travel and tourism?
Options Respondents % No of respondents Total respondents
Automation 20% 15 75
Collaboration 17.33% 13 75
One stop solution 21.33% 16 75
Instant checking and
booking
22.67% 17 75
24*7 hour support 18.67% 14 75
Table 4: Advantages for using online technology in travel and tourism

26IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Automation Collaboration One stop
solution Instant
checking and
booking
24*7 hour
support
0%
5%
10%
15%
20%
25% 20.00%
17.33%
21.33% 22.67%
18.67%
Advantages for using online
technology in travel and tourism
Figure 4: Advantages for using online technology in travel and tourism
Findings and analysis
The table and graph display that 20% respondents in the survey think that automation is
the main advantage of using online technology in travel and tourism industry. However, 22.67%
respondents think that instant checking and booking is the main advantage of using online
technology in travel business. There are 18.67% participants in the survey said that use of online
technology in travel and tourism industry is helpful as it provides 24*7 hour support.
Approximately 21.33% participants think that one stop solution of mobile applications and
websites are the main advantage for using online technology in tourism. There are 17.33%
respondents in the survey said that collaboration is the major benefit. Hence, the management
and business need to focus on the core benefits and improve services like customer support in
order to attract more number of people in using travel and tourism business.
5. How far do you agree that online websites and mobile applications are not user-friendly for
all aged people?

27IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Options Respondents % No of respondents Total respondents
Strongly agree 24% 18 75
Agree 16% 12 75
Neutral 6.67% 5 75
Disagree 26.67% 20 75
Strongly disagree 33.33% 25 75
Table 5: online websites and mobile applications are not user-friendly for all aged people
Strongly
agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
24%
16%
7%
27%
33%
online websites and mobile
applications are not user-friendly for
all aged people
Figure 5: online websites and mobile applications are not user-friendly for all aged people
Findings and analysis
As per the data presented in table and graph shows, 24% participants in the survey
strongly agree that online websites and mobile applications are not user-friendly for all aged
people. However, 26.67% respondents are disagreed with the concept. Approximately 16%
participants in the survey are agreed with the concept. However, 6.67% respondents are neutral

28IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
on the matter as they are confused whether websites and mobile applications are not user-
friendly for all aged people. It is important to be noted that 33.33% participants are strongly
disagreed with the matter. Therefore, the organizations need to focus on developing user-friendly
websites and applications so that it can be accessible by all aged people.
6. What are the challenges you faced while using online technology in travel and tourism
industry?
Options Respondents % No of respondents Total respondents
Security and privacy
risks
26.67% 20 75
Wrong information 33.33% 25 75
Difficult to use for aged
people
13.33% 10 75
Need of internet 13.33% 10 75
Difficult to trust proper
sites and applications
13.33% 10 75
Table 6: challenges faced while using online technology in travel and tourism industry

29IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Security and
privacy risks Wrong
information Difficult to use
for aged people Need of
internet Difficult to trust
proper sites
and
applications
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
26.67%
33.33%
13.33% 13.33% 13.33%
challenges faced while using online
technology in travel and tourism industry
Figure 6: challenges faced while using online technology in travel and tourism industry
Findings and analysis
The table and graph show that 26.67% participants in the survey think that security and
privacy issue is the major drawback of using online technology in travel and tourism.
Approximately, 33.33% participants think that wrong information bring several issues in using
online technology for travel and tourism. However, 13.33% participants do not rely on the
websites and mobile application for booking. Hence, the organization needs to focus on the
issues and take appropriate actions. The issues like security as well as privacy risks, uploading of
wrong information, difficult for using by all aged people and trusting appropriate websites as
well as applications. In this perspective, the management of the organizations focus on

30IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
increasing security of the reservation and payment system. On the other hand, it is important to
update correct and up-to-date information.
7. How far you agree that security issue is one of the major limitations for using online
technology in travel and tourism industry?
Options Respondents % No of respondents Total respondents
Strongly agree 24% 18 75
Agree 37.33% 28 75
Neutral 2.67% 2 75
Disagree 16% 12 75
Strongly disagree 20% 15 75
Table 7: Security issue for using online technology in travel and tourism industry
Strongly
agree Agree Neutral Disagree Strongly
disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
24.00%
37.33%
2.67%
16.00% 20.00%
Security issue for using online
technology in travel and tourism
industry
Figure 7: Security issue for using online technology in travel and tourism industry

31IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Findings and analysis
The presented data in table and graph shows that 24% participants out of total number of
respondents are strongly agreed that security issue is one of the major limitations for using online
technology in travel and tourism industry. However, approximately 2.67% respondents are
neutral on the matter. In addition, approximately 37.33% participants out of total number of
respondents think that security issue is one of the major drawbacks for using online technology
in travel and tourism industry. There are 20% participants strongly disagreed with the statement.
Thus, the organizations related to travel and business needs to fix the issue and make it reliable
to the customers.
8. What are the recommendations from your viewpoint to improve the use of online technology
in travel and tourism industry?
Options Respondents % No of respondents Total respondents
Implementing security
services in payment
system
24% 18 75
Makes the websites and
mobile application user
friendly
21.33% 16 75
Update the information
regularly
16% 12 75
Following rules and
regulations of the
government
18.67% 14 75

32IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Create regulatory
services for monitoring
20% 15 75
Table 8: Recommendations to improve the use of online technology in travel and tourism
Implementing
security
services in
payment
system
Makes the
websites and
mobile
application
user friendly
Update the
information
regularly
Following rules
and
regulations of
the
government
Create
regulatory
services for
monitoring
0%
5%
10%
15%
20%
25%
24.00%
21.33%
16.00%
18.67% 20.00%
Recommendations to improve the use
of online technology in travel and
tourism%
Figure 8: Recommendations to improve the use of online technology in travel and tourism
Findings and analysis
As per the data presented in table clearly shows, 24% participants recommends for
implementing security services in the payment system. Nearly 21.33% respondents in the survey
recommend for developing websites and mobile applications user friendly. There are 16%
participants said that updating the information regularly would be helpful in this system. On the
other hand, 18.67% participants said that following of governmental rules and regulation can
bring effectiveness in the system. However, 20% participants in the survey recommend for

33IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
creating regulatory committee to monitor the services. Hence, organizations need to take proper
measure for implementing online technology more in travel and tourism so that potential benefits
can be received.
4.3 Summary
From the discussion, it can be said that there are several advantages of using online
technology in travel and tourism business. However, some issues create barrier for the usage. In
this perspective, organizations need to take essential actions so that the customers can receive
potential advantages of using online technology in travel and tourism.

34IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
Chapter 5: Conclusion and recommendations
5.1 Conclusion
The above study concludes that that use of online technology has several advantages in
travel and tourism industry. Information and communication technology is used in operational
use along with strategic management. It enables organizations to communicate directly as well as
efficiently with consumers and suppliers to gain advantages. However, security issues along with
privacy and accessibility are the major limitations of using online technology in travel and
tourism. Hence, the travel and tourism industry needs to keep up with the pace of the technology,
will have to focus on constant technology advancements. They will have to update their system
and database on a constant basis; the latest technology adaptation will help them to stay ahead of
others. However, the customers can face issues while using the technology. They are not used to
latest technology so that they can face barriers.
5.2 Recommendations
As online technology has a great impact on travel as well as tourism, it is high time to
implement technology effectively so that limitations for the usage can be minimized. It would be
helpful to use higher-ranking search engines as well as online trip advisor for obtaining
competitive benefits in the business. An appropriate website design as well as sales copy would
be helpful for travel shopper in improving their psychology. It is vital to focus on leading
generation as well as sales conversion to improve investment of time as well as money. Six
travel business areas need to provide. In order tom mitigate the challenges and limitations for
using online technology in travel and tourism industry and get best possible outcome, some
recommendations can be given as followed.

35IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
 It is required to implement security solutions or take help from third party security
providers in reservation and payment system.
 Developing the websites and mobile applications user-friendly can be helpful to
attract more number of users.
 Creation of regulatory committee for monitoring the activities would be helpful to
restrict fraud sites and updating wrong information.

36IMPACT OF ONLINE TECHNOLOGY ON TOURISM INDUSTRY
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