Digital Technology in Travel

This research project investigates the influence of digital technology in the travel and tourism sector, specifically focusing on the impact of social media on consumer decision-making. The project includes a literature review, data collection through a survey, and analysis of the results to understand the effectiveness of social media in attracting and engaging customers.

Research
Project

Table of Contents
Topic:- “The influence of digital technology in the travel and tourism sector”..............................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record of possible research project outline specifications............................1
1.2 The factors that contribute to the process of research project selection................................2
1.3 An initial review of the literature on your topic of choice....................................................2
The concept of digital technology...............................................................................................2
The effectiveness of social media in travel and tourism organization........................................3
Impact of social media on consumer decision making practices................................................4
1.4 Produce a research project specification...............................................................................4
1.5 An appropriate plan and procedures for the agreed research specification...........................4
TASK2.............................................................................................................................................6
2.1. Match resources efficiently to the research question or hypothesis.....................................6
2.2. Undertake the proposed research investigation in accordance with the agreed
specification and procedures.......................................................................................................6
2.3. Record and collate relevant data where appropriate............................................................7
TASK 3............................................................................................................................................8
3.1 Use of appropriate research evaluation technique for study.................................................8
3.2 Interpret and analyze the results in terms of the original research specification.................8
3.3 Make recommendation and further area for consideration.................................................11
TASK 4..........................................................................................................................................12
Covered in Poster......................................................................................................................12
REFERENCES..............................................................................................................................13

Topic:- “The influence of digital technology in the travel and tourism sector”.
INTRODUCTION
Digital technology refers to electronic tools, systems, device and resources which is help
an nationalization in operating their business functions in effective and appropriate manner. It is
used by company for various purpose such as for promotional and advertising activities,
manufacturing activities, day to day activities and many more (Hanna, Rohm and Crittenden,
2011). In travel and tourism sector digital technology are used to attract customers from
attractive promotional activities and also able to cover large number of populations. Organization
taken for this assignment is Trail-finders which is operating its business in travel industry and it
is founded in year 1970 by Mike Gooley. Its headquarter is in United Kingdom. Topics cover in
this report are related to research conducted on travel sector such as aims and objective, data
collection, analysis and evaluations.
TASK 1
1.1 Formulate and record of possible research project outline specifications
A research project is based on a particular topics or any suggestion by which an
organization is going through. It can be address by conducting proper evaluation of situation so
that researcher understand it in proper manner and then develop strategies accordingly (Postill
and Pink, 2012). In this investigation is done through actual facts and reliable data. The main aim
of respective research is “To determine the influence of digital technology in the travel and
tourism sector”.
This research is based on Trail-finders which is a travel and tourism and operate business
at worldwide level which include Australia, New Zealand, North and South America and so on.
Analysis of impact of digital technology in travel sector is done on the basis of particular aim
and objective and significance objectives which are interlined with given aim below:-
Aim: To identify the impact of social media on consumer decision making in travel and
tourism sector. A study on Trail-finders.
Objectives:
 To identify the concept of digital technology.
 To analyse the effectiveness of social media in travel and tourism organisation.
 To determine the impact of social media on consumer decision making practices.

Research Questions:
 What is the concept of digital technology?
 What are the effectiveness of social media in travel and tourism organisation?
 What are impact of social media on consumer decision making practices?
1.2 The factors that contribute to the process of research project selection
Research project on a particular topic is mainly based on various aspects which are
helpful in developing an appropriate decision for a researcher, it is based on all operations or
activities which conducted in research in proper manner (Bennett and Segerberg, 2011). Below is
description of plan or activities which is going to conduct in respective research:-
 Introduction: In this activity researcher will represent purpose or topic which is going to
investigate in this research. The main aim of this to develop guideline for research so that
they will move towards goal in proper manner.
 Literature Review: It is next part of research in which analysis is done through different
different view point of various authors or publications. It is mainly based on theoretical
frameworks that analysis opinions of various authors.
 Research Methodology: It refers to a process which is used by a researcher in order to
collect data or information for making decision. It include different methods such as
publication research, interviews, survey and many others.
 Data analysis: It is essential portion of research in which analysis and evaluation of data
or information is conducted, through which research able to find out outcome of
respective research.
 Conclusion and recommendation: It is a last portion of research in which summary is
develop on the basis of work that conducted in whole research (Nakamura and Chow,
2013). Along with this it include recommendation which help respective company in
attaining goal in more appropriate manner.
1.3 An initial review of the literature on your topic of choice
The concept of digital technology
According to article written by Ralph Tkatchuk, 2019 on “Technology is changing the
travel industry”. According to Ralph now a day technology is using everywhere and it is begin
updated by change in time. Moreover it is also influencing travel and tourism sector such as now

a day for advertising and promotional activities company are adopting new technology which
help them in attracting potential audiences in effective and appropriate manner. Such as they can
advertise their package and programs by using social media. Along with this by the help of new
innovative digital technology hotel industry able to serve customers in more innovative form.
Such as in past days customers has to visit to travel company office for booking tickets but by
digital technology now they can book tickets online in advance in proper and effective manner
(Technology is changing the travel industry: here’s how, 2019). By digital technology companies
also able to serve customers in proper manner and with high quality which increase customers
base.
The effectiveness of social media in travel and tourism organization
According to an article published by UK Essay 2019, technology is impacting each and
every sector in both manner positive and negative. It is also impact on travel and tourism sector
in positive manner because by it they able to attract and satisfy customers in effective and
appropriate manner. Moreover by digital technology like social media company able to focus
their customers in effective and appropriate manner. By the help of digital technology operations
as well as function change or update totally in proper manner. Such as now customers can book
and confirm their tickets in advance through online (Impact of Technology on Tourism, 2019).
Along with this innovative digital technology helps travel and tourism company in focusing
target audiences at large ratio in effective and appropriate manner. In new level of digital
technology there is growth seems in respective industry. Moreover it will also help travel and
tourism companies to increase and develop effective communication among customers. Along
with this travel and tourism company able to enhance their presence at world wide level in
effective and efficient manner.
As per the view of iNurture 2018, now a day use and innovation in digital technology has
increased which directly and indirectly influence the business of travel and tourism. According to
travel industry by digital technology they achieve as well as adopt many things which make
feeling of dream come true for their customers. By the help of digital technology companies of
travel industry able to offer various innovative and creative services to customers such as now
customers can book their room, airlines, tickets and many things in advance through online. By
this customers also get options to compare price, facilities, services of variety of hotel or
agencies in appropriate and effective manner (Growth of Technology and its Contribution to

Tourism Business, 2018). Along with this by effective digital technology, security system of
travel and tourism sector get increased or modify. By this company also able to contact with
customers in effective and appropriate manner with their customers in order to take advice as
well as suggestion.
Impact of social media on consumer decision making practices
As per the view of Simon Hudson and karen Thal 2019, digital technology related to
social media will affect decision making process of customers. This is so because they get an
individual seeing any particular thing in regular basis then it will influenced their decision
making. Such as if a travel and tourism company advertise their package and facilities on social
media like Facebook, twitter, Instagram and many more they able to increase their presence (The
Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing,
2018). This will directly increase customers base of respective company in effective and
appropriate manner.
1.4 Produce a research project specification
Project specification is consider as most essential part in which research questions are
develop which are interlinked with aim as well as objective of research. Some major and
important question for respective research are given below:-
 What is the concept of digital technology?
 What are the effectiveness of social media in travel and tourism organisation?
 What are impact of social media on consumer decision making practices?
1.5 An appropriate plan and procedures for the agreed research specification
For identifying appropriate time period which is required to conduct research activities in
proper and effective manner Gantt chart will be prepare. In this bar chart is develop on the basis
of different different activities (Quan-Haase and Young, 2010). The Gantt Chart which is prepare
by researcher of Trail-finders is given below:-

TASK2
2.1. Match resources efficiently to the research question or hypothesis
There are various type of resources which are used to conduct research in effective and
appropriate manner. Such as cost, time and communication, whose explanation is given below:-
Cost: It is one of the major source for conducting research in effective and efficient
manner (Dabbagh and Kitsantas, 2012). This is so because if research didn't have capital they
not able to collect data and prepare report in proper manner.
Time: It is also necessary aspects for investigating data in order to meet research
hypothesis or questions easily and appropriately.
Communication: It is necessary that project manager communicate about all activities
and details to their members so that they conduct as well as accomplish their work in effective
and appropriate manner.
2.2. Undertake the proposed research investigation in accordance with the agreed specification
and procedures
There are various methods by which project manger can collect data in appropriate
manner in order to develop research. Research of Trail-finders analysis two methods by which
they can conduct data collection:-
Primary method: It refers to method which is used by a researcher in order to collect
data directly form respondents, in it they didn't depend upon old or previous data or information.
It can be done by researcher through various methods such as interview, survey, group
discussion and many others (Tess, 2013).
Secondary method: It refers to method in which researcher collect data or information
from existing sources. These data are mainly collected by some other person from primary

sources. It can be collected through various methods such as internet, library, websites, data
obtained and many more.
Both method of data collection is appropriate for respective company but if they select
primary method they required more capital as well as time. Whereas for secondary method they
didn't required more money an less time.
2.3. Record and collate relevant data where appropriate
When a person conduct research they need to collect data as well as information in order
in effective and appropriate manner (Segerberg and Bennett, 2011). For which they can use
primary method or secondary method. In respect of Trail-finders they collect data and
information by using questionnaire method, which is given below:-
Q1. Are you aware about the concept of digital technology ?
 Yes
 No
Q2. What are the benefits of social media platform within travel and tourism sector ?
 Attract more tourist towards destination
 Provide updated information about tour and travel packages
 Understand the preference of potential customers
Q3. How social media influence consumer decision making?
 By providing detail of products
 By resolving issues and queries
 By implementing promotional activities
Q4. What are the major challenges faced by Trail-finders while implementing social media ?
 Source and funding
 Security and confidentiality
Q5. What is the role of social media in gathering traffic towards organisation's website ?
 Increase customers retention
 Make effective potential customers
 Enhance in customers base
Q6. Any suggestions for further improvements.....................................

TASK 3
3.1 Use of appropriate research evaluation technique for study
For evaluating the data or information in appropriate manner researcher adopt various
techniques so that they can to get appropriate as well as effective result. The methods of
evaluation which can adopted by Trail-finders in order to get appropriate result is given below:-
Formative Assessment: It refers to one of the most appropriate evaluation and analysis
tool that includes diagnostic test, wide range of information and analysis which are conducted by
researcher at duration of learning procedure (Bolton and et. Al.,2013). This is conducted in order
to update learning activities or modify learners ability so that they conduct work in proper and
effective manner. The main aim of adopting and conducting respective techniques is to evaluate
abilities and skills of learners on respective topic.
Summative Assessment: It is adopted by researcher in order to evaluate skills and ability
of participants for research process. By this researcher able to evaluate their abilities or skills on
the topic at which research is conducting. Along with this there is also comparison is being
conducted between standard requirement of skills and actual skilled of respondents.
3.2 Interpret and analyze the results in terms of the original research specification
Theme 1: Concept of digital technology
Q1. Are you aware about the concept of digital technology ? Frequency
 Yes 8
 No 2

Interpretation: From above given graph it can be interpreted that out of 10 respondents 8
peoples know about the concept of digital technology. Whereas according to remaining 2
respondents they didn't know about respective topic.
Theme 2: Benefits of social media platform within travel and tourism sector
Q2. What are the benefits of social media platform within travel
and tourism sector ?
Frequency
 Attract more tourist towards destination 5
 Provide updated information about tour and travel packages 3
 Understand the preference of potential customers 2
Interpretation: From the above given data and graph it can be analysis that social media is
beneficial for a company in various ways. Such as according to 5 respondents by this company
able to attract more tourist and by 3 respondents by this company able to provide updated
8
2
Yes
No
5
3
2
Attract more tourist towards
destination
Provide updated information
about tour and travel packages
Understand the preference of
potential customers

information to customers about tour and travel package. Whereas according to 2 respondents
company able to understand need and preference of customers in proper manner.
Theme 3: Social media influence consumer decision making
Q3. How social media influence consumer decision making? Frequency
 By providing detail of products 3
 By resolving issues and queries 6
 By implementing promotional activities 1
Interpretation: From above graph it can be analysis that according to different peoples social
media influence decision making of customers in various ways. Such according to 6 peoples out
of 10 sample size think that by this issues and queries can be resolve. Whereas according to 3
peoples it is useful for providing detail of products to customers.
Theme 4: The major challenges faced by Trail-finders while implementing social media
Q4. What are the major challenges faced by Trail-finders while
implementing social media ?
Frequency
 Source and funding 4
 Security and confidentiality 6
3
6
1
By providing detail of products
By resolving issues and
queries
By implementing promotional
activities

Interpretation: From above given graph it can be analysis that there are major challenges faced
by Trail-finders while implementing social media. According to 6 respondents respective
company security and confidentiality issues and according to remaining 4 they face source and
funding.
Theme 5: The role of social media in gathering traffic towards organization's website
Q5. What is the role of social media in gathering traffic towards
organization's website ?
Frequency
 Increase customers retention 2
 Make effective potential customers 6
 Enhance in customers base 2
4
6
Source and funding
Security and confidentiality

Interpretation: From above given data it can be analysis that social media play major role in
gathering traffic towards organization's website. According to 6 respondents they make effective
potential customers and according to 2 respondents it helps in increase in customers retention.
Along with this on the prospective of 2 respondents they able to enhance customers base.
3.3 Make recommendation and further area for consideration
Form above discussed point it can be conclude as well as evaluate that digital technology
is essential for every organization in every sector. This is so because by it they able to conduct
various things in effective and appropriate manner. Such as do attractive promotional activities,
communicate with customers in proper manner, solve issue of customers and many more. By
analyzing of effectiveness of digital media there are some recommendation which can be given
to respective company are they can expand more on social media by using different different
media, they must provide some discount to customers who conduct booking online by which
they able to attract more and more customers in appropriate manner.
2
6
2
Increase customers retention
Make effective potential
customers
Enhance in customers base

TASK 4