Influence of Technology in The Travel and Tourism Sector Assignment

Research Project

Table of Contents
TITLE: “The influence of technology in the travel and tourism sector”. .......................................3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Formulate and record possible project outline specification............................................3
1.2 Factors that contribute to the process of project selection...............................................4
1.3 Critical review of key references......................................................................................4
1.4 Research project specification..........................................................................................6
1.5 Plan and procedure for agreed research specification......................................................6
TASK 2............................................................................................................................................6
2.1 Resources efficiently to research question or hypothesis.................................................6
2.2 Proposed research investigation.......................................................................................7
2.3 Record and collate relevant data.......................................................................................8
TASK 3............................................................................................................................................9
3.1 Research evaluation techniques........................................................................................9
3.2 Analysis of result..............................................................................................................9
3.3 Recommendations and justification areas for further consideration..............................17
TASK 4..........................................................................................................................................17
4.1 Appropriate media to present the outcomes of research................................................17
Covered in poster..................................................................................................................17
REFERENCES..............................................................................................................................18

TITLE: “The influence of technology in the travel and tourism sector”.
INTRODUCTION
In current time period, technology is always change in each and every field. It will help in
booking tickets of flights which are unable to got on foot. There are different things which
includes mobile, computers and many more which has been changed the way of work, sell, buy
and usually various factors. The growth of social media in the current market are directly affect
on travel and tourism sector. The report is based on Thomas cook which is British global travel
organisation and it is established on 19 June 2007 by the merger of Thomas cook AG. A research
project specially useful in order to frame and draw appropriate study in account so that it will
gain effective and efficient results (Hudson and Thal, 2013). It is important for successful project
which outline some specifications in better manner through which they can easily conduct
research and get correct outcomes. Therefore, it can lead towards providing suitable results in
nature of frame so that effectiveness and efficiency can be done. The research project outline
specifications which includes certain considerations such as aims and objectives, methodology,
importance of research so that each and every single attribute can be reached in better manner.
TASK 1
1.1 Formulate and record possible project outline specification
The project is based on influence of technology on travel and tourism sector of industry
with the expansion of technology and also enhancing in the number of tourists. The study is
based and include various factors of Thomas cook tourism sector which is one of the tourist
agency in the United Kingdom and it provide better services and facilities. Therefore, they need
to determine regarding impact of social media on travel and tourism sector.
Aim: “To identify the impact of social media that influence consumer decision making in travel
and tourism sector”. A case study on Thomas cook.
Research Objectives:
 To understand the concept of social media.
 To analyse major challenges faced by Thomas Cook Plc while implementing the concept
of social media within business. To analyse the impact of social media in travel and tourism sector.
Research Questions:

 What is the concept of social media ?
 What are major challenges faced by Thomas Cook Plc while implementing the concept of
social media within business?
 What are the impact of social media in travel and tourism sector ?
1.2 Factors that contribute to the process of project selection
Research is a most crucial concept which is basically uses to provide detailed information
to learner on a specific topic. In order to conduct a proper research, investigator requires to
follow a proper step which is describe below - Introduction: This is the first section of research in which researcher describe overview
and information analysis on given topic. Literature review: This is the second section of research in which researcher analyse
various authors and scholars point of view regarding specific topic. Research methodology: This is third section of research in which most appropriate
method of data collection is considered for data analysis and collection (Fotis, Buhalis
and Rossides, 2012). Data analysis: In this section, researcher analyse the data and information by asking
questions with respondents regarding company products and services.
 Recommendation and conclusion: This is the last section of research in which researcher
provides recommendation for further changes.
1.3 Critical review of key references
Literature review is the main aspect where different authors and scholars attributes are
included properly. In this project, scholars perceptions need to analyse whole project so they can
determine accurate results or outcomes.
Concept of social media
According to views and opinion of Zeng and Gerritsen (2014), it has analysed that social
media is a large concept in today's world. It connects organisations, individuals and entire world
with each other. In this regard, concept of social media aid companies in promoting their
products or services in vast area of marketplace. Mostly platform of social media have built-in
data analytics tools. It enables companies to monitor the progress and success of business
effectively. In context with Thomas Cook Plc., social media platforms help in reaching potential
customers. It includes Instagram, LinkedIn, Facebook pages and more, where 60% of users enrol

in discovering new products for satisfying their desires. Therefore, using different tools like e-
commerce and digital marketing, its managers can engage people with brands. In addition to
this, by developing interaction with targeted travellers, managers of Thomas Cook can analyse
their demand, preference and taste more appropriately (Munar and Jacobsen, 2013). This would
help in designing holiday plans as per taste of tourists so that higher satisfaction of them can be
gained.
Henceforth, concept of social media provide various advantages to travel and tour
companies including Thomas Cook Plc. It includes free advertising and marketing, enhance
brand recognition, influence customers towards business and more.
Major challenges faced by Thomas Cook Plc in implementation of social media
As per opinion of Hays, Page and Buhalis (2013), it has ascertained that social media
play a crucial role in influencing people towards various brands. Without using its different
platforms, a company cannot increase its brand awareness among people. It gives various
opportunities to travel companies including Thomas Cook Plc. in enhancing their customer base.
But adopting social media marketing creates various challenges also. In context with Thomas
Cook, it includes developing strategies, measuring social media ROI, turning employees into
brand advocates, choosing best platform for promotion and more.
In this regard, social media ROI reflects what business will get from investment made for
advertisement. Therefore, to measure the same, it is essential for this company to define goals
and objectives in appropriate manner. Similarly, for building an online presence, it is necessary
for managers of this travel agency to streamline the content. Therefore, an employee advocacy
platform is considered as another challenge. Managers must ensure that workers share right
information about company's product and services on social media. Other than this,
understanding which social media platform is needed for promotional activities, is also a
challenge for travel agencies.
Impact of social media in travel and tourism sector
According to perception of Sigala (2016), it has evaluated that social media has provided
a large platform for organisations to improve their marketing activities. By using this concept,
companies engage in travel and tourism sector can establish their brand as a thought leader. It
includes brand advocacy which help in building trust and long term relationship with potential
customers. With respect to Thomas Cook Plc., social media gives opportunities to connect with

targeted audience and provide them update information about holiday packages. Some major
benefits this travel agency can gain are- increase website traffic, generate leads, boosts sales
performance, enhance brand image and more (Hvass and Munar, 2012). All these processes help
travel agencies in promoting tourism and provide information about various destinations to
customers. This would help in attracting tourists towards national heritage which aid in
developing economy as well. It also prove beneficial for Thomas Cook Plc. to gain high
competitive advantage and increase its market share.
1.4 Research project specification
This research is based on the analysis of the impact of social networking sites on growth
and success of travel and tourism industry. The main objectives of an organisation is to create
direct and positive relation with their customer in order to maximise sales of their products and
services easily. For this, they implement several marketing strategy in business operations that
assist to promote organisational products and services directly in target market. In this digitalised
world, each and every individual spend their maximum time on internet surfing in which they
grab detailed information of their desired concern (Chung and Koo, 2015). For travel and
tourism industry, it can be most emerging platform that aid to create direct relation with visitors.
1.5 Plan and procedure for agreed research specification
Gantt chart is one of the major tool which help in managing time schedule for project is
Gantt chart. It is that method and sources through which different activities of the project can be
divided among different aspects and consideration. Along with this, it define starting date with
ending time and time duration where report is used to be done (Ayeh, Au and Law, 2013).
Critical Path system is another method and tool through which project can be completed
in minimum time period. In the study, critical path system enables and defines short period of
time for the given project that can be used for implementing and take better place.

TASK 2
2.1 Resources efficiently to research question or hypothesis
For successful study, it is important to include and estimate some resources properly so
that they can get effective and efficient outcomes. Thus, to reach with agreed research questions
and hypothesis, it is necessary for determine and gain correct resources along with accurate
results. These resources are evaluated as under:
 First resources are associated with time based consideration where research questions are
addressed within certain period. This would help in obtaining desired outcomes of
research in effective and efficient manner (Inversini and Masiero, 2014). Along with this,
it also aid investigators to utilise time base resource more appropriately.
 Similarly, another most essential requirement of research is information. It can be
gathered by using various multiple sources such as journals, books, questionnaire, articles
etc.
Henceforth, all these resources are needed to be considered while conducting an
investigation. It would give advantage to research team to address aims and objectives as well as
obtain high outcomes in systematic manner.
2.2 Proposed research investigation
In research, qualitative analysis referred as objective in nature. It is used to understand
the occurrence of events and can be described by using different statistical methods. This
analysis can also be classified either as discrete or continuous where data can be gathered by
using various methods. It includes observations, surveys, experimentation or interviews etc.
However, quantitative analysis helps to get a deeper understanding of a particular research topic.
But this method cannot be used for generalising population (Munar, 2012). While in place of
this, quantitative analysis is generally associated with numerical analysis. In this concept,
information is collected in systematic manner, then further classified and interpreted by using a
set of statistical tools and techniques. The main beneficial part of quantitative research is analysis
of findings that can be applied on general population. But limited generalisation of findings is
considered as its main drawback side.
Primary research technique can be defined as a process where investigators itself conduct
research, with main objective is to collect original data (Leung and Bai, 2013). This information

helps in addressing the research aims and objectives in deep manner. Under primary method,
data can be gathered by using both quantitative and qualitative research. In addition to this,
various techniques are used for collecting primary information. It includes online and offline
survey, interviews, questionnaire and more. While in place of this, under secondary research,
whole procedure go in opposite manner. It relies on collecting published or unpublished
information which is gathered by some other investigators. Such data can be obtained from
multiple sources like government data, official documents, newspapers, books, magazines,
internet and more. In this regard, most beneficial part of secondary research is that it takes less
time and money for conducting an investigation.
2.3 Record and collate relevant data
In this, information is essential which include and define in the project for proper manner
so that appropriate and supportive enhancement when implementation can be done. Therefore,
collection of data with the help of different sources, so that it is mainly need to include accurate
information (Lim, Chung and Weaver, 2012). The questionnaire is based on influence of
technology on travel and tourism sector so that it is useful for getting results or outcomes for
long time period. Along with this, study is used for getting articulate from Thomas cook who are
used to deliver and offer best facilities and services to their customers. Also they are getting
correct and appropriate outcomes for long time period.
QUESTIONNAIRE
Name:
Age:
Gender:
Email:
Q1. Are you aware about the concept of social media ?
 Agree
 Disagree
Q2. Does social media help company in getting higher growth for travel and tourism sector ?
 Yes
 No
Q3. Do you think social media directly impact on travel and tourism sector ?

 Agree
 Disagree
Q4. What are the major challenges faced by Thomas Cook Plc while implementing the concept
of social media ?
 Directly target new customers
 Promote new products and services
Q5 Does social media tools influence consumer decision making ?
 Yes
 No
Q6 Do you think social media assist in attracting large number of customers towards company
services ?
 Agree
 Disagree
Q7 What are the advantages of social media used in travel and tourism sector ?
 Long term growth
 customer relation
 Maximization in sales volume
Q8 What are the major reason behind use of social media in tourism industry?
 Easy communication
 Wide applications for customers
 Simple to access
Q10 Do you have any suggestions regarding how social media impact on consumer decision
making process within an organisation.
TASK 3
3.1 Research evaluation techniques
There are various research evaluation techniques and methods which are interpret that
enables and help in supporting information in better manner. It is required for executing and
determining one of the useful techniques and methods for organising study properly. For

evaluating the study, there are various tools and methods which evaluate various factors and
define as under which influence technology on travel and tourism sector.
3.2 Analysis of result
Theme 1: Concept of social media
Q1. Are you aware about the concept of
social media ?
Frequency
 Agree 20
 Disagree 10
Interpretation: It can be analysed that there are around 20 respondents who are agree on that
social media is the effective tool which help them in attracting large number of customers. Rest
of the 10 respondents are disagree on that statement.
Theme 2: Social media help company in getting higher growth for travel and tourism sector
Q2. Does social media help company in
getting higher growth for travel and tourism
sector ?
Frequency
 Yes 25
 No 5
Agree Disagree
0
5
10
15
20
20
10
Column B

Interpretation: It is stated that social media channel assist in gaining higher growth and success
for travel and tourism sector. There are approximate 25 respondents who are said for this
statement and remaining 5 said no for this statement.
Theme 3: Social media directly impact on travel and tourism sector
Q3. Do you think social media directly
impact on travel and tourism sector ?
Frequency
 Agree 28
 Disagree 2
25
5
Yes
No

Interpretation: As per the above described report, it can be analysed that there are around 28
respondents who are said social media is that technique which directly impact on Thomas cook
travel company. Rest of the 2 respondents are disagree on that statement.
Theme 4: Directly target new customers the major challenges faced by Thomas Cook Plc
Q4. What are the major challenges faced by
Thomas Cook Plc while implementing the
concept of social media ?
Frequency
 Difficult to target new customers 27
 Promotion of new products 3
Agree Disagree
0
5
10
15
20
25
30
28
2
Column B

Interpretation: It can be analysed that there are various issues and challenges faced by Thomas
cook at the time of executing social media method. There are around 27 respondents who are
agree on that they are not directly target new customers in the country. Remaining 3 respondents
are disagree on that the company is facing issue for promoting new goods and services.
Theme 5: Social media tools influence consumer decision making
Q5 Does social media tools influence
consumer decision making ?
Frequency
 Yes 26
 No 4
Difficult to target new customers Promotion of new products
0
5
10
15
20
25
30 27
3
Column B

Interpretation: It can be analysed that social media is the effective method and tool which help
firm in gaining attention of large number of customers. There are approximately 26 respondents
who are agree on that social media tool are directly influences consumer decision making. Rest
of the 4 respondents are
Theme 6: Social media assist in attracting large number of customers towards company
services
Q6 Do you think social media assist in
attracting large number of customers
towards company services ?
Frequency
 Agree 23
 Disagree 7
26
4
Yes
No

Interpretation: As per the above described table, it can be analysed that there are around 23
respondents who are agree on social media assist in gaining attention of large number of
customers towards company goods and services. Rest of the 7 respondents are agree on that they
are not easily attract more customers.
Theme 7: Long term growth advantages of social media used in travel and tourism sector
Q7 What are the advantages of social media
used in travel and tourism sector ?
Frequency
 Long term growth 20
 Maximization in sales volume 8
 Customer relation 2
Agree Disagree
0
5
10
15
20
25 23
7
Column B

Interpretation: It can be stated that there are various advantages of social media which are
beneficial for travel and tourism sector. There are around 20 respondents who said that long term
growth is useful, rest of the 8 respondents who are agree on maximising sales volume and
remaining 2 respondents are agree on developing strong relation with their customers.
Theme 8: Easy communication is the major reason behind use of social media in tourism
industry
Q8 What are the major reason behind use of
social media in tourism industry?
Frequency
 Easy communication 15
 Wide applications for customers 10
 Simple to access 5
20
8
2
Long term growth
Maximization in sales volume
Customer relation

Interpretation: It can be analysed that there are various reasons behind usage of social media in
the travel and tourism sector. There are around 15 respondents who are agree on that it will help
in easily communicating with their customers, rest of the 10 respondents are said that it is wide
application for customers and remaining 5 are agree that it is simple to access.
3.3 Recommendations and justification areas for further consideration
On the basis of required information, there are number of recommendation and
suggestions for get accurate results or outcomes. It is required for draw valid and effective
consideration in frame that enables in making desired results in proper manner. Thus, Thomas
cook need to improve some factors and frame properly so they can easily implemented digital
marketing platform in determined way. It is required for Thomas cook is to develop and made
their clients aware about such things and guide them. The major factor which help them in
retaining customers and implement digital technology properly for increasing number of
customers. It can be recommended that the researcher should make sure that the activities are
being conducted on timely manner from next time so that research can be completed on time.
Also the cost of conducting the activities should be determined earlier only so that there is no
problem in future.
Easy communication
Wide applications for customers
Simple to access
0
2
4
6
8
10
12
14
16
Column B

TASK 4
4.1 Appropriate media to present the outcomes of research
Covered in Poster
Political environmental factors are directly affect on business operations and its functions in
effective manner. It is required for an organisation is to focus on such factors which create major
issues for maintaining business functions. Travel and tourism sector need to analyse whole
political factors which directly or indirectly impact on organisation profitability and productivity.