Influence of Smartphone Applications on Consumer Decision Making in the Travel Industry

This research project investigates the impact of smartphone applications on consumer decision-making within the travel industry. It explores how these applications influence travel planning, booking, and overall travel experiences. The study examines the factors that contribute to the popularity of travel apps, analyzes the benefits and drawbacks of using them, and provides insights into how travel companies can leverage mobile technology to enhance customer satisfaction. The research utilizes a mixed-methods approach, combining quantitative data from a survey of travel app users with qualitative data from interviews with industry experts. The findings reveal that smartphone applications have significantly transformed the travel industry, empowering consumers with greater control over their travel planning and providing them with access to a wealth of information and resources. The study concludes with recommendations for travel companies on how to optimize their mobile strategies to cater to the evolving needs and preferences of tech-savvy travelers.

Influence of Smart phone applications on
decision making of the consumers in travel
industry
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Table of Contents
Task 1...............................................................................................................................................4
1.1. Formulate and record possible research project outline specifications....................................4
1.2. Identify the factors that contribute to the process of research project selection.......................5
1.3. Undertake a critical review of key references..........................................................................7
1.4. Produce a research project specification.................................................................................10
1.5. Provide an appropriate plan and procedures for the agreed research specification................12
2.1. Match resources efficiently to the research question or hypothesis.......................................14
2.2. Undertake the proposed research investigation in accordance with the agreed specification
and procedures...............................................................................................................................16
2.3 Record and collate relevant data where appropriate................................................................19
Task 3.............................................................................................................................................21
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research and Why?.......................................................21
3.2. Interpret and analyze the results in terms of the original research specification question
investigation analysis.....................................................................................................................22
3.3. Make recommendations and justify areas for further consideration......................................32
4.1. Use an agreed format and appropriate media to present the outcomes of the research to an
audience.........................................................................................................................................33
Reference List................................................................................................................................34
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Task 1
1.1. Formulate and record possible research project outline specifications
Aims of the research
In this research project, it aims to note down relevant facts that are helpful in understanding the
impact of smart phones application in decision making of a consumer. The project tries to
look upon how these applications are used widely to bring a change in travels and tourism sector.
Research objectives
The researcher through this particular project tries to look after certain necessary junctures which
are required to make a better execution of the research work
 To review which kind of literary works are produced about apps and smart phones
 To understand the relation between technology and customer service
 To analyze the importance of incorporating technology in tourism industry
 To make necessary survey to understand the customer’s requirements and make a
recommendations to improve customer’s experience with Kayak, the renowned mobile
application for travel purpose
Research Rationale
This research project aims to look after how the applications of smart phones are using widely to
influence the decision making of a customer. It has been critically analyzed how the smart
phones applications are bringing a wide range of varieties to experience for the customers in
tourism sector. This platform of technology is used to make a promotion of the services that are
provided by any applications. It has been explored that different mobile applications bring
different forms of offers and discounts to grab the attention of the consumers. In this way, it is
analyzed how the digital technology is inflicting the mode of competition among the existing
smart phones applications (Wang et al., 2012). In such competition, the consumers get wide
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ranges of choices to experience. It can be critically analyzed how these smart phone applications
are trying to build up own media ecology within the tourism sector, and to bring innovative
marketing strategies for the organization. Each mobile application wants to implement such
strategies for the customers so that it brings different kinds of experiences by undertaking such
options.
Through these mobile applications, the customers get a wide idea about the hotels according to
budget as well as ratings. It also provides the customer all the necessary amenities required
during the stay at the hotels. With the globalization, the customers try to take the optimum use of
the technology to avail the best deal for the tours. It has been surveyed that mobile applications
for travel and tourism industry generate revenues for a large amount. The ecommerce business
for tourism sector has been one of the popular among the consumers. For a mobile click, it will
be helpful for the consumer to access the necessary information required for any desired
destination.
Research Questions
The researcher in this project has made such questions that can be used in better understanding of
tourism industry
 How the smart phone applications are bringing diversity in tourism industry?
 Why the consumers are solely dependent on the online applications for getting better
opportunities for travelling?
 How these applications are influencing the tendency of the tourism sector?
 What are the necessary pros and cons of using such applications?
 Is these applications are great enough to influence the decision making of the consumer?
1.2. Identify the factors that contribute to the process of research project selection
Smart phone applications are widely used by any organization in tourism industry. The sole
reason for using such applications is to find out how the consumers are dependent on the digital
platform in making any kind of decision for travelling. These applications try to analyse the
necessary online biometric of the consumer to get an idea about the likes and dislikes. With the
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onset of digital technology, the tourism industry has witnessed a wide change in marketing
strategies. Kayak has been one of the most usable applications used by the consumers to get the
best available offers in flights, hotels, or in accessing any other necessary facilities. This kind of
application gives an opportunity to the customers to avail wide ranges of offers and discounts.
With this kind of mobile application, the tourism industry has introduced this feature of mobility
in travel industry (Goodall et al., 2017). Travel industry is one of the booming industries in
today’s world, trying to incorporate all those innovative marketing strategies required to enhance
customer’s experience. Kayak has been one of the usable applications among the tourists,
because of it comprehensive nature of planning structure for the consumers. In some cases it is
noticed Kayak has never directed the users to any meta-search engines, therefore making the
customers used those available information from the company’s own website. With the
advancement of digital technology, it is helpful for the application to take such marketing
strategies, which can grab attention of the consumers easily. Digital media platform has become
an integral part of the tourism industry and it brings innovative impacts on the decision making
of the consumers.
Merits of using smart phone applications in tourism industry
Mobile phone applications for tourism purposes are widely used by the customers for availing
the best offer for any desired destination. This platform allows the user to get wide varieties of
information, and access it irrespective of any geographical territory. This saves the time of the
consumer, as it is the hub of information regarding travel planning. It gives a wide idea about the
place, along with the necessary direction to the destination. This kind of search is time effective,
and it requires fewer efforts from the customer’s end.
Kayak, as the application gives the necessary information about any mode of transportation to
complete the journey. It has made a wide collaboration with flights, bus, and trains to make the
travelling easy for the consumers. In the newly added services, the app allows the customers to
take bus services at cheaper rates.
This application has tried to incorporate all the necessary details of the customers in the portal
with complete security. The application gets the basic information about the customers by
accessing the social media platforms. By accessing such social media platform this application
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can predict the requirements of the consumers, and suggest it according to that. This advanced
digital technology runs through a system, which keeps a constant monitoring of the consumers
understanding all the required details of the consumers.
It helps the user to find out the existing offers and discounts available in different applications
and get the best offer for the travel purposes. Usually this kind of application consumes less time,
and it helps the users to go through all the applications available for tourism industry to make a
well proof plan for the upcoming vacation. These applications provide necessary information to
the users in a single platform by accumulating necessary data from other websites. With the help
of the customer’s review, it is helpful for the customers to make necessary decision also.
Demerits of using smart phone applications in tourism industry
In some mobile applications it is noticed that how the digital technology try to modify the
requirements of the customers in one way or the other. There are places where the mobile
applications cannot be accessed properly due to weak GPS connections. Then it will be difficult
for the consumers to find out the right options for the travel purposes.
Usually in these applications, a pool of data remain encrypted, if any kind of hacking appears in
the application it will make the customer’s security as vulnerable one. Usually it is the sole
responsibility of the application developer to secure all the intricate details of the consumers.
In some cases, the mobile applications do not satisfy the necessary requirements of the
consumers, which lead into a breach of trust between the organization and the consumer. This
leads into a different kind of swindle. In some cases, it is noticed that the customers get exploited
monetarily, and mentally.
1.3. Undertake a critical review of key references
Since last, few decades it is noticed that, the advancement of digital technology has introduced
multi-media platforms, which incorporates different technological features, enhance tourism
industry. Cloud computing with its new features can easily predict the demographical structure
as well as it helps in getting a digital mapping to the organization. Digital mapping is a kind of
digital footprint of the consumers to give the details of the requirements. This kind of mobile
technology helps in influencing the growth of data sharing about the consumers to the
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organization. The advantage of using mobile technology has made travelling more users friendly.
This industry has affected greatly on the global economy. With the onset of the digital
technology, the array of communication has changed a lot. The consumers can easily travel
anywhere in the world by taking the help from the applications. This kind of mobile application
has altered the cognition of the consumers (Kennedy-Eden and Gretzel, 2012). This user
interface (UI) has been designed in such a way that it aggregates data about the users from real
time. This technology helps the application to make a prediction about the requirements of the
consumers.
A new dynamics of time and space can easily be defined with this technological advancement.
This mapping technology assists the traveller to have a clear idea about the location of the
destination by using GPS. The smart phones application actually has tried to influence the
dynamics of consumer’s mindscape with the help of the mobile technology (Dickinson et al.,
2014). This technology has diminished the physical entity of an individual to a mere digital
identity. A person’s digital identity has become more important here in this industry to analyze
clearly the requirements of the consumers.
It has become a more dynamic platform for the users to access information. It includes a social
experience for the users to get by using such technologies. Mobile applications for tourism
industry have been downloaded the most by the consumers. Most of the people use mobile apps
in planning the travels to the desired destinations. Previously it is mostly the physical
appearances of the tourist guides, which help in planning the tour for the consumers (Xiang et
al., 2015). With the digital technology, the consumers can plan the entire trip with a click on a
mobile phone. These kinds of apps have introduced more potential consumers to the
applications. As it is discussed, earlier these apps are actually making the users comfortable with
the dynamics of digital form. It provides wide varieties about the hotels, transports and other
basic amenities to the consumers. As it is an open platform, it helps the consumer to select
among the given choices that is favourable to own choices. Travellers can easily get information
about the required destination from other user’s reviews. There are thousands of applications that
are developed to make the tourism sector more easily available among the consumers.
Nevertheless, the popularity of these apps depends on the discounts and offers given to the users.
There are many factors influencing the travel industry, the applications should make a proper
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scanning of those factors before taking any strategies. The digital technology has helped this
booming industry to take innovative strategies to improve the customer’s experience with the
organization (Teixeira et al., 2012).
If any mobile application takes exclusive offers in comparison to other mobile applications, it
will retain those valuable consumers by offering the major discounts. For increasing the digital
appearance of any industry, it is necessary to connect with the consumer with the help of
technology. Internet marketing has introduced such strategies, which can easily grab the attention
of the consumers. Promotion of any mobile application can be done in different forms like SEO,
Google Adwords, or Payperclick. Consumers are the biggest stakeholders of this industry so any
application developer should think both the merits and demerits of such application. The major
demerits of this kind of mobile application are if the consumers never get required services
(Chen and Tsou, 2012). In many cases due to breach of trust the applications deceit the
consumer’s trust. This can include a major financial loss for the consumers. Before taking any
services from this kind of mobile application, the consumer should make a proper detailed study
about the apps as well as how these apps are bringing any positive changes in the global
economy for tourism sector.
The consumer never needs to carry hard cash during travel, because most of the transaction has
been done through the application. Even a foreign land has never been a mystery to the traveller
because of the technology has made it easy for the users to get a proper idea about the desired
destination. In another way the rise of this apps has actually reduced the use of paper, because
the traveller can carry the details of hotel reservation or flight tickets as soft copy.
Tourism sector has been one of the popular industries, which has made larger contribution in
global economy. The traveller takes the vacation on leisure time, but the planning has been done
over a period. In such planning, the main concern is about the best availability of the discounts
and offers to the desired location. In comparison to physical guidance in tourism sector, the
digital technology is offering the consumers to make that comparison to understand the available
existing offers. Previously the GPS has not developed so much that it provides a clear idea of the
location of the destination. Now this application can give the tourists that idea about the location
as well as other necessary details about the destination. As compared to the old technologies
applied to the travel industry, it is helpful for the users to make a physical contact with the tourist
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guides. However, with the upcoming of the digital technology, the consumers do not have to
depend on such assisted services, as GPS can easily give a detailed idea about the location
(Standing et al., 2014). With such smart technological advancement, it is helpful for any
application to reach out potential consumers. This kind of mobile application can be accessed
globally so it is helpful for the consumers also to take necessary decisions after going through
detailed reviews of other customers. Now the mobile developers of these applications focus
mostly on the requirements of the customers. The tourism sector has undergone a radical change
with influence of digital technology. Mostly the innovative marketing strategies are taken after a
detailed market research. With the help of help of social media platform, these mobile
applications can easily access the details of the consumers and make a silhouette of the consumer
as per requirement. The new age digital users for better communication have adopted this mobile
technology (Mihajlovic, 2012). The consumers get back to this information because it provides
authentic idea about the location along with the expenditure. This service of mobile application
is not tangible platform for the consumers, so it includes this idea of getting the authentic
services from the application. Usually the application tries to provide the best service to retain
the consumer.
1.4. Produce a research project specification
The main objective to use research philosophy is to find the clear objective of the research work.
It also brings effective result in executing the research project on stipulated time. The research
project is objected to find out how the authentic results are analyzed critically to understand the
impacts of mobile phone applications on tourism industry.
The three main research philosophies have been used for understanding the schema of the
research project are Positivism, Interpretivisim and Realism. Mostly in this research project,
researcher uses the positivism approach to analyze critically the impact of mobile phones
applications on tourism industry.
In positivism approach, the research has to analyze the available data to understand the
relationship of digital platform on tourism sector. In this kind of approach, it is easy to integrate
the impact of mobile applications for understanding the dynamics of the tourism sector. Mostly
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this technology has been used to take marketing strategies for the tourism industry, and how such
strategies are bringing diversity to the industry is analyzed critically. In this process, the
researcher compiles the entire stature of data collected primarily, and without manipulating
facts. A sample size of 100 consumers is surveyed for the purpose of conducting the research
project.
A proper research approach is required to understand the framework of the research project. To
bring effective result on the research work, it is necessary to follow proper execution of the plan.
In the research approach, the researcher has to integrate both creative as well as inventive ideas
to make the research project a better one.
The two main approaches in the research project are Inductive and Deductive in nature. In this
particular project, the researcher uses the deductive nature of approach to critically analyze the
data to execute the project smoothly. Deductive approach is the compilation of the data collected
as well as the previous canon of work, which have been produced on the similar field for better
understanding of the project. The researcher always tries to make the authentic usage of the data
without manipulating it under any circumstances.
A Gannt chart is provided to explain the research work on given timeline
All the important activities done
for the research project
Week 1
and 2.
Week 3
and 4.
Week 5
and 6.
Week 7
and 8.
Week 9
and 12.
Week 13
and 15.
Select the desired topic
Compilation of Secondary Data
in the form of literature review
 
Design the research framework
Strategy of the research
Research techniques
implemented
Compilation of Primary data
Proper analysis of compiled data
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Conclusion
Rough Draft of the project
Submission of the project
Figure: Gantt Chart
(Source: Created by author)
1.5. Provide an appropriate plan and procedures for the agreed research specification
Research Essentials Resources required for executing the research
project
Applied Research Philosophy for the research Positivism research philosophy
Data collection methods Primary Data Collection
Integrating research approach to execute the
research project
Deductive research approach
Using a proper research design for the project The Exploratory research
Integrating the Sampling techniques Probability sampling technique
In this research project exploratory research design has been taken by the researcher to analyze
the data critically. In this research design, it is necessary to study the collected data to find out
relevant facts about the research.
Ethical Considerations
Usually the researcher tries to integrate all the relevant data and facts for the better understanding
of the project. The researcher tries to find out the authentic result about the project by using
various methods. Most of these methods are used in primary data collection. For the ethical
consideration, it is necessary that the researcher ensure that none of the data is manipulated under
any circumstances. If the researcher makes any alteration in compiling the data, it will never
produce authentic data about the research work. The questionnaires for the project are also
designed in such a way, that it gives the best possible results about the project. Any disclosure of
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personal information about the participant can bring violation of trust and privacy. The
researcher should be authentic about collection of data.
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2.1. Match resources efficiently to the research question or hypothesis
The following questions according to the research topic and studies make the
understanding easier for the researcher. The following format of questionnaire also makes
the whole study clear and self-explanatory.
Objectives Sources used for the research
What is the relation of apps and smart phone
with the development of Travel and Tourism
Management?
Kennedy-Eden, H. and Gretzel, U., 2012. A
taxonomy of mobile applications in tourism.
Dickinson, J.E., Ghali, K., Cherrett, T., Speed,
C., Davies, N. and Norgate, S., 2014. Tourism
and the smartphone app: Capabilities,
emerging practice and scope in the travel
domain. Current Issues in Tourism, 17(1),
pp.84-101.
Xiang, Z., Magnini, V.P. and Fesenmaier,
D.R., 2015. Information technology and
consumer behavior in travel and tourism:
Insights from travel planning using the
internet. Journal of Retailing and Consumer
Services, 22, pp.244-249.
What are the relationships between the
technology and the customer service?
Teixeira, J., Patrício, L., Nunes, N.J., Nóbrega,
L., Fisk, R.P. and Constantine, L., 2012.
Customer experience modeling: from customer
experience to service design. Journal of
Service Management, 23(3), pp.362-376.
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Chen, J.S. and Tsou, H.T., 2012. Performance
effects of IT capability, service process
innovation, and the mediating role of customer
service. Journal of Engineering and
Technology Management, 29(1), pp.71-94.
What are the impacts and importance of
implementing technology in travel
management?
Mihajlovic, I., 2012. The impact of
information and communication technology
(ICT) as a key factor of tourism development
on the role of Croatian travel
agencies. International Journal of Business and
Social Science, 3(24).
Standing, C., Tang-Taye, J.P. and Boyer, M.,
2014. The impact of the Internet in travel and
tourism: A research review 2001–
2010. Journal of Travel & Tourism
Marketing, 31(1), pp.82-113.
How can the customer experience be improved
in the case of Kayak?
Goodall, W., Dovey, T., Bornstein, J. and
Bonthron, B., 2017. The rise of mobility as a
service. Deloitte Rev, 20, pp.112-129.
Wang, D., Park, S. and Fesenmaier, D.R.,
2012. The role of smartphones in mediating the
touristic experience. Journal of Travel
Research, 51(4), pp.371-387.
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2.2. Undertake the proposed research investigation in accordance with the agreed
specification and procedures
Q1. What is your age?
Options Responses Percentage of
Respondents
Total Respondents
20-29 60 60% 100
30-39 20 20% 100
40-49 17 17% 100
50-59 3 3% 100
Table 1: Age of respondents
Q2. What is your gender?
Options Responses Percentage of
respondents
Total respondents
Male 57 57% 100
Female 36 36% 100
Other 7 7% 100
Table 2 : Gender of respondents
Q3. How likely will you use the internet for general information?
Options Responses Percentage of
respondents
Total respondents
Very likely 28 28% 100
Likely 40 30% 100
Moderately 17 17% 100
Less likely 10 10% 100
Never 5 5% 100
Table 3 : Usage of internet
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Q4. Do you generally use mobile apps like Kayak for travel bookings?
Options Response Percentage of
respondents
Total respondents
Yes 67 67% 100
No 20 20% 100
Sometimes 13 13% 100
Table 4 : Mobile app users
Q5. How useful do you think apps and websites are for online travel bookings?
Options Responses Percentage of
respondents
Total respondents
Very useful 27 27% 100
Useful 41 51% 100
Moderately useful 29 29% 100
Not useful 3 3% 100
Table 5 : Usefulness among people
Q6. What is your opinion about online travel and tourism market?
Options Response Percentage of
respondents
Total respondents
Positive 78 78% 100
Negative 17 17% 100
Not specified 5 5% 100
Table 6 : Opinion about online TTM
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Q7. Do you think the information on mapping apps like Kayak is authentic?
Options Response Percentage of
respondents
Total respondents
Yes 67 67% 100
No 12 12% 100
Not specified 21 21% 100
Table 7 : Opinion about authenticity
Q8. Do you cross check the information provided in the travelling and local guidance apps?
Options Responses Percentage of
respondents
Total respondents
Yes 40 40% 100
No 56 56% 100
Not specified 4 4% 100
Table 8 : Trust among users
Q9. Which of the following aspects are the most benefitted from online travel
management?
Options Responses Percentage of
respondents
Total respondents
Marketing 27 27% 100
Exposure 14 14% 100
Ease of access 41 51% 100
Security 18 28% 100
Table 9 : Impact on sectors
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Q10. The data made available online and services provided over the years have grown
substantially. Do you agree?
Options Responses Percentage of
respondents
Total respondents
Strongly agree 56 56% 100
Agree 20 20% 100
Neutral 14 14% 100
Disagree 9 9% 100
Strongly disagree 1 1% 100
Table 10 : Substantial growth
2.3 Record and collate relevant data where appropriate
The research conducted on a variety of age groups of people, based on different parameters,
gives a clear picture about the implications of technology in travel management. The collected
data and the findings lead towards the figures regarding the popularity of online resources among
common people. The main objective of the questionnaire has been to gauge the effects and
impacts of the advent of mobile technology and use of applications for travelling and tourism. In
the present scenario, the development of travel and tourism over the internet has mainly been
because of increased awareness amongst customers. The study will help measure and correlate
this idea quantitatively in an organized manner, to understand the thought and choices of new
age a global customer base.
Demographics
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The above data shows the response of a large population varying into different age groups. The
data collected holds true for various groups from different social strata and technological
understanding. The basis of all the questions in the questionnaire is to identify the inclination of
customers towards online services regarding travel and tourism.
The questions included in the data analysis include age groups from 20 to 60. This is a very wide
range for the data, and thus it is able to provide a good picture of the popularity of information
technology and internet usage among the age groups. Most of the questions included in the study
relates to the experience of the user and ease of access provided by the application as such.
The other parameter that suffices for the range and variety of the data collected is the gender.
The study provides the opinion of all the genders of people, as the user base includes people
from all lifestyles, occupation and genders. Due to the wide range of data input, it is easier for
the researched to make recommendations and study the scenario more effectively. The more the
data, the more accurate is the study and the findings are backed by this data.
Informative questions
The study is not based only on demographic questions. There are a number of informative
questions as well that provide a clearer understanding about the implications of the research
subject on the minds of the customer. The questions vary from opinions about the usage of the
applications like Kayak and other services provided online for travelers. Moreover, there are also
questions regarding the general idea among people about the online services and their utility.
These informative questions might give the researcher a better and clearer picture about the
choices of people and the reception of the various online services.
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Task 3
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation
(formative or summative) is more appropriate for your research and Why?
In the case of the above studies, the approach of summative research evaluation techniques is
used. The summative research techniques based on the quantitative study of the data and
conclusions drawn based on the same data gives an elaborate representation of the study. In the
usage of the summative technique, the data collected is quantitative. The various factors on
which the validity and range of the data depends are considered.
The research techniques have some key aspects that need to be considered when using the
technique. These include the research design, which in this case is the quantitative and
exploratory. The approach is quantitative, as a large number of people have been interviewed
with a set of questions based on the aspects to gauge the growth of the business. Apart from the
research techniques, there is the research approach
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3.2. Interpret and analyze the results in terms of the original research specification
question investigation analysis
1. Analysis based on age of respondents
60%20%
17% 3%
Percentage of Respondents
20-29
30-39
40-49
50-59
Graph 1: Age of respondents
The studies and data collected based on the age of people gives the scope of research. This can
also help in understanding the impact and popularity of the services among various age groups.
From the data collected, it is evident that majority of the population studies lies in the age group
of 20 to 30. The study based on the various age groups and their responses on the various
parameters give wider understanding of the choices of people. The range of age groups is
varying from 20 until the age of 60. In the age group of youngsters, ranging from 20 to 30, the
popularity of the online services is more. This is because of the fact that the young generations
are acquainted with the latest in technology and mobile technology. Thus, it is easier for them to
relate to the new age technologies implemented in the travel and tourism industry. Moreover,
there is also a large population of middle-aged customers as well who are positive regarding the
usage of online services.
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2. Analysis based on the gender of the respondents.
57%
36%
7%
Male
Female
Other
Graph 2 : Gender of respondents
The gender of the population questioned is also taken into consideration, which gives a clear
understanding about the gender of the population. As can be seen from the collected data, the
majority of the population that answered the questions regarding the study is males. The males’
majority also tells about the popularity of the services among the males as compared to the
females and other genders. The data can also shed some light on the choices of males into the
travel and tourism sector and how tech savvy the male population is in the masses.
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3. Analysis based on usage of internet
Very likely Likely Moderately Less likely Never
0%
5%
10%
15%
20%
25%
30% 28% 30%
17%
10%
5%
Graph 3 : Usage of internet
This study is one of the most pivotal aspects to be considered when there is a need to understand
the temperament of the general masses towards the online services. The collected data shows that
there is a large mass of people who like to use the internet, to get the information they need for
their traveling needs. Mostly, the temperament of people towards the online services is positive
and they are likely to use and recommend the services.
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4. Analysis based on mobile app users
Yes
No
Sometimes
0%
10%
20%
30%
40%
50%
60%
70% 67%
20%
13%
Analysis based on mobile app users
Graph 4 : Mobile app users
The question itself is self-explanatory in all terms. The aim of this question is only to find out
how popular the services of Kayak are among the general masses. This research also aims to
understand the choices of the people when choosing online services. The inclination of people
towards the various services available online and their rate of staying loyal to the service is
studies. The mobile technology is more popular amongst the young generations and this idea is
well established by the findings of the above study as well.
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5. Analysis based on usefulness
Very useful Useful Moderately useful Not useful
0%
10%
20%
30%
40%
50%
60%
27%
51%
29%
3%
5. Analysis based on usefulness
Graph 5 : Usefulness among people
The popularity of the mobile apps and online services regarding travel relates directly to this
question. The usefulness of the mobile technology is again more popular amongst the younger
generations and they are the flag-bearers of the growth of these services in 21st century. The
study clearly shows that the negative idea about the services is very less. Most of the population
finds the services useful land recommend the services to others naturally.
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6. Analysis based on opinion about online TTM
78%
17% 5%
Analysis based on opinion about online TTM
Positive
Negative
Not specified
Graph 6 : Opinion about online TTM
The people are mostly positive about the industry and the market has good image among the
general masses. The opinion of the people is relatively one-sided as can be observed from the
tabulated data. A very small portion of the population is negative or unsure about the utility of
the online services like Kayak. Most of the people have a positive opinion about the online travel
and tourism services.
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7. Analysis based on opinion about authenticity
67%
12%
21%
Analysis based on opinion about authenticity
Yes
No
Not specified
Graph 7 : Opinion about authenticity
The authenticity of the services is of prime importance to the customers. The customers need to
be well aware about the sources of information provided by the website or apps. This is
important because the travelers plan their trips and bookings according to the information
provided by these services. Thus, the information must be authentic and most people also feel
that the information is actually authentic.
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8. Analysis based on trust among users
Yes
No
Not specified
0%
10%
20%
30%
40%
50%
60%
40%
56%
4%
Graph 8 : Trust among users
The people are very much positive about the authenticity of the information provided by the
online services. Thus, it is self-explanatory that their idea towards the cross checking the data
will be minimalistic. The study shows that it is almost in equilibrium in this case. As can be seen
from the above data as well, the popularity is more among the younger generations hence the
idea is also more popular among the younger generations.
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9. Analysis based on impact on sectors
Marketing Exposure Ease of access Security
0%
10%
20%
30%
40%
50%
60%
27%
14%
51%
28%
Analysis based on impact on sectors
Graph 9 : Impact on sectors
The most benefitted part of the industry is evidently the ease of access as the online services
have made the process accessible to all people. Marketing of the services has also benefitted
from, the services going online. This is because it is easier to maintain goodwill among the
customer base once the services are online.
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10. Analysis based on Substantial growth
Strongly
agree Agree Neutral Disagree Strongly
disagree
0%
10%
20%
30%
40%
50%
60% 56%
20%
14%
9%
1%
Analysis based on Substantial growth
Graph 10 : Substantial growth
The general understanding amongst the people is that over the years the services have expanded
into various forums. Most of the people interviewed hold the opinion that the services have
substantially grown largely. The majority of the population studies in the study feels very
strongly that the expansion has happened over the years.
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3.3. Make recommendations and justify areas for further consideration
The following recommendations follow according to the data analysis and studies-
 The popularity of the online has scope of increasing by creating awareness amongst the
older people about the service.
 Mobility is the prime benefit of online services, online security if strengthened can make
the system error-free.
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4.1. Use an agreed format and appropriate media to present the outcomes of the research
to an audience
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