Tourism Marketing and Technology

This assignment delves into the evolving landscape of tourism marketing, examining the impact of emerging technologies. It requires students to analyze research papers exploring topics like virtual reality applications in tourism promotion, the role of distribution channels in a digitally driven industry, the influence of user-generated content, and strategic management approaches for tourism businesses in the context of technological advancements.

RESEARCH PROJECT

Table of Contents
TITLE: THE INFLUENCE OF TECHNOLOGY IN TRAVEL AND TOURISM SECTOR – A
CASE STUDY ON COX & KINGS TRAVEL (UK).....................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record possible research...........................................................................1
1.2 Factors that contribute in the process of research............................................................2
1.3 Review of literature..........................................................................................................3
1.4 Research project specification..........................................................................................6
1.5 Appropriate plan and procedure.......................................................................................6
TASK 2............................................................................................................................................8
2.1 Match resources with questions and hypothesis...............................................................8
2.2 Proposed research investigation.......................................................................................8
2.3 Record and collect relevant data.......................................................................................9
TASK 3..........................................................................................................................................13
3.1 Appropriate research evaluation techniques...................................................................13
3.2 Interpret the analysis of results.......................................................................................13
3.3 Recommendations and further areas of research consideration.....................................19
TASK 4..........................................................................................................................................20
4.1 Presentation for outcomes..............................................................................................20
REFERENCES..............................................................................................................................21

TITLE: THE INFLUENCE OF TECHNOLOGY IN TRAVEL AND
TOURISM SECTOR – A CASE STUDY ON COX & KINGS TRAVEL
(UK).
TASK 1
1.1 Formulate and record possible research
Background
Technology plays an important role in the travel and tourism sector. In this regard,
customers and businesses both are getting benefits with the implementation of advanced
technology. In this way, different elements are considered such as communication, reservations,
guest service system, etc. (Moutinho and Vargas-Sanchez, 2018). Along with this, technology
also allows making continuous communication and streamline for guest’s experience. In this
regard, internet mainly implemented which create powerful impact on the Cox & Kings Travel
(UK). It considered operations and functions for businesses and locations to create experience
and starts long. Reservations systems allow to easily access through customers and travel
professional as well. Therefore, this system helps to make creativity and compare prices to
reduce call volume and provide several benefits in the purchasing process (Xiang, Magnini and
Fesenmaier, 2015).
Rationale
In respect to implement the technology in Cox & Kings Travel (UK) to make operations
and functions successful. This is because, it assists to access communication with different
device such as mobile, computer, tablet, etc. in respect to keep advisable and making changes in
travel, they offer their deal and discount on particular location based on the advertisement
(Standing, Tang-Taye and Boyer, 2014). Depending on the communication, there are different
aspects considered such as email, text messaging, etc. In addition to this, it is also a helpful
perspective to create online travel to world closer together so that there are no limitations due to
distance. It will also consider overcoming of obstacles that owing to lingual, cultural and
geographical boundaries. Customers have benefits that they can enable any time at any place.
Therefore, information could be processed and transferred across the web of network and
connection in the round clock. All these kinds of data are considered to make systematic work
performance in the business environment (Wang, Xiang and Fesenmaier, 2016).
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Aims and Objectives
Aim: To identify significant impact of technology on travel and tourism sector – A Case Study on
Cox & Kings Travel (UK)
Research Objectives:
 To understand the significance of concept of technology in travel and tourism sector
 To evaluate the relationship between technology and travel and tourism sector of UK
 To major advantages to implement technology in Cox & Kings Travel (UK). To recommend ways through performance could be increasing in chosen organisation
with implement technological activities.
Research questions
 What do you understand by the concept of technology in travel and tourism sector?
 How relationship could be evaluate in technology and travel and tourism sector of UK?
 What are the major advantages to implement technology in travel and tourism sector?
 What are the ways recommends to increase significant results in Cox & Kings Travel
(UK)?
1.2 Factors that contribute in the process of research
In respect to considered the research, following are certain elements implemented in the
process of research: Scope of the research: In respect to consider the present research, there is wide scope
because it helps to make concentration on advantages and development of the business to
look for further aspects. In addition to this, it carries delivery of swiftness power that
need to accomplish for increasing profits and work performance as well. It assists to
improve customer relations with decreasing the costs (Wang, So and Sparks, 2017).
Hence, communication process will be develop to save time and cost. Interest areas of researcher: Further factor, which contribute major part in the research
is that researcher has more interest to perform several functions and operations in the
business environment. With the help of the interest, researcher able to increase their
performance and find useful results at workplace.
 Knowledge of researcher: Researcher possesses wide knowledge to make successful
results in the business. In this regard, it is important towards the researcher to increase
their knowledge and understanding to make several considerations at workplace. It helps
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to focus on the innovative characteristics which could be implemented in research
(Chung and Koo, 2015).
1.3 Review of literature
Significance concept of technology in travel and tourism sector
As per the view of Huang, Backman and Chang, (2016), technology in travel and tourism
sector considered important role to accomplish economic growth. This is because, it generates
high economic growth for consumer to travel. Development and contribution of air travel major
considered part in attracting tourists at workplace. Different locations is important aspect
towards the technology to travel and tourism industry. It makes significant development to
implement low cost carriers with successful technological applications. Furthermore, Rezaei, Ali
and Jayashree, (2016) stated that tourism industry often defined their scorecard system in
innovation and production. This system extremely complex which five into the fact that tourism
products changes due to changes in the external forces. Involvement and progress of information
technology impact positively on the travel and tourism sector operations and functions.
On the other hand, Law, Leung and Fong, (2015) argued that travel and tourism sector
suffered due to terrorist attack. Airline industry forced make changes in the marketing strategies
and emphasis on e-commerce. Most of the travel and tourism businesses started with special
applications such as content management and personalisation of software to attract several
customers at workplace.
Relationship between technology and travel and tourism sector of UK
According to the view of Dickinson, Hibbert and Filimonau, (2016), advance technology
considered deeply impact on the tourism and travel to perform several functions and operations.
Development of the vertical portals such as redefined business considered positive impact on the
relationship with travel and tourism in UK. It helps to formation of various last minute online
travel portals that effectively organise and distributed for tourism inventories to the clients.
However, Berné, García-González and Múgica, (2015) stated that in order to attract, influence,
maintain customers, it is primary concern of Cox & Kings Travel (UK) to implement technology
perspective at workplace. Customer acquisition and retention remains with major determinant for
making high revenue growth to consider strong competition struggle. In the different number of
studies, it has been shows that average company loses their customers in five years which
requires more costs to considered new customers at workplace.
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Moutinho and Vargas-Sanchez, 2018), explored their views that ICT makes proper
availability of approach and realisation which create effect to their widespread usage and make
changes in attitude and behaviours of consumers and producers as well. Nowadays, it is mainly
considered environment seeming to offer almost unlimited possibilities and several benefits as
well.
Major advantages to implement technology in Cox & Kings Travel (UK)
As per the point of Lu and Stepchenkova, (2015) implementation of technology create
several advantages in Cox & Kings Travel (UK). It assists to make expansion to make successful
results and create exclusive concept in hotel industry. Group already considered successful
results through booking from Cox & Kings Travel (UK). Further, it also creates advantages to
make products and services innovative which assists to develop creativity at workplace. New
portfolio also made which is flexible for products and services to attract many customers as well.
However, Standing, Tang-Taye and Boyer, (2014) argued that technology create advantage at
cited firm to make single customer gateway which helps to implement consistent and
personalised customer experience with access of full range of products and services. Personal
recommendation across the channels allowing deeper and maintain insightful relationship that go
beyond the booking transactions. Key priority of the group has been implemented to perform
functions and operations in digital products and services.
In contradicting, Figueroa-Domecq, Pritchard and Villace-Molinero, (2015) considered
their views that online brand and websites could be reduced with implement three options in UK.
In this way, Cox & Kings Travel (UK) considered more investment so that they can easily online
advertisement, implement functional enhancement and invest in customer engagement tools.
Aspiration of the highest share considered booking online which is major tour operator in
different areas of the world. However, do Valle and Assaker, (2016) generated their ideas that
special events helps to get more success to more differentiate different perspective at workplace.
Energy specialisation need to be implemented in the complex trip to make sure that effectiveness
increasing in the proper way and develop more profitability as well. Segment is also needed that
considered through technology implementation at workplace.
Recommend ways through performance could be increasing in chosen organisation with
implement technological activities
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In respect to recommend in Cox & Kings Travel (UK), Airey, Tribe and Xiao, (2015)
stated that social media tools should be increase by Cox & Kings Travel (UK). This is because, it
helps to target customers of different areas of the world. Furthermore, it also assists to make
concentration on the creativity and performance development objectives in business
environment. Therefore, it makes creative results to considered technology activities at
workplace. Ideas and opinion of different customers must be carries on social media so that good
value has been made at workplace to focus on the advance results and outcomes. Furthermore,
Standing, Tang-Taye and Boyer, (2014) considered their views that Cox & Kings Travel (UK)
need to specialised their few destinations and activities which helps to resolve better expert to
considered systematic work performance. Consumers have more access to develop travel
information in the particular with internet to become generalist and travel agents. It assists to
seeking with true specialists. Hence, effectiveness performance will be developing to measure
systematic results in the cited firm.
Furthermore, Law, Leung and Fong, (2015) considered their views that self services and
online solutions helps to develop highly specialised services and recommendation as well. In this
regard, right information develop with proper interaction and development of the effectiveness in
the business environment. Hence, it will assist to develop creativity and attract several customers
in the business environment. Unique characteristics and features of Cox & Kings Travel (UK)
helps to make focus on the selling more experience at workplace. As results it added values to
get client access at workplace. It makes differentiate products and services in the business
environment to focus on the business. In contradicting. Law, Leung and Fong, (2015) explored
their ideas and views that complexity need to be reduced through selling more experience in the
business environment. With the help of the simple trips travellers need to consider their agents
those helps to make systematic work performance in the business environment. In this
consideration, specialisation activities assists to make more differentiate from other enterprises.
In this way, energy level also increasing that helps to consider more fruitful activities at
workplace.
1.4 Research project specification
In respect to implement research project specification, following are certain elements
implemented in research. It will assist to focus on the relevant outcomes and findings in the
business environment. They are as follows:
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 Research approach: Research approach designed to formulate plan in systematic manner.
In this regard, study carry for selected topic through two elements such as inductive and
deductive. In the present research, inductive approach has been selected to find useful
outcomes (Law, Leung and Fong, 2015). Research design: In respect to create proper finding, research design considered support
to researcher in systematic manner. In this regard, different types of research design
considered such as descriptive, experimental, exploratory, etc. From the above researcher
used descriptive to find in-depth information at workplace. Research philosophy: Research philosophy is helps to find ways in which investigator
gather relevant information at workplace. In respect to find successful research,
researcher select interpretivism approach that assists to meet with creativity at workplace.
It assists to find fresh and relevant ideas for concluded study in systematic manner
(Moutinho and Vargas-Sanchez, 2018).
 Methods for collection of data: In order to collect the data, researcher can use different
techniques. In this way, they can easily acquire data and information which need to
considered related topic at workplace. For the present research, primary and secondary
data has been used to find useful results at workplace (Xiang, Magnini and Fesenmaier,
2015).
1.5 Appropriate plan and procedure
In order to find the useful research elements, it is essential to work on the following
activities that help to make creativity at workplace. In this regard, ideas and opinions are also
developed to make a systematic work performance.
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Week
11
Defining
research
proposal
Defining
background
or rationale
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for study
Literature
review
Deciding
aim and
objectives
Finalizing
aim and
objectives
Devising
the
questionnai
re
Gathering
data
Examining
the data
Findings
Recommen
dations and
further
areas to be
considered
Final
Submission
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TASK 2
2.1 Match resources with questions and hypothesis
 What do you understand by the concept of technology in travel and tourism sector?
 How relationship could be evaluate in technology and travel and tourism sector of UK?
 What are the major advantages to implement technology in travel and tourism sector?
 What are the ways recommends to increase significant results in Cox & Kings Travel
(UK)?
In respect to implement the proper resources, it also needs to be match with questions and
hypothesis to attain systematic work performance in business. In this regard, concept of digital
technology understand with other authors reviews so that it will help to make innovations and
development. Technology helps to implement ideas in travel and tourism activities that
increasing advantages and attain desired results at workplace. It increases performance of the
people towards the business goals and objectives. Therefore, relationship with customers also
increasing that make advantages at workplace results.
2.2 Proposed research investigation
In respect to understand the systematic results and outcomes, it is essential to look
towards the following methodologies that helps to implement technology in research: Research approach: Research approach is useful aspect that assists to considered
inductive and deductive element in the business. In this regard, key differences among
the approaches developed to focus on the new theory (Xiang, Magnini and Fesenmaier,
2015). Therefore, researcher used inductive approach to find useful research results.
Beside this, deductive approach mainly includes subjective measurement that are not
helps to find fruitful results. Research design: Research design considered three categories such as descriptive,
exploratory, experimental, etc. In respect to conduct the present research effect of
technology on travel and tourism has been used through descriptive research design. In
this way, researcher able to gain in-depth information for the topic (Moutinho and
Vargas-Sanchez, 2018). Research philosophy: There are two types of research philosophy exist that assists to
measure effectiveness in the business environment such as interpretivism and positivism.
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For the present research, researcher implemented interpretivism which assists to
considered more systematic information to attain desired results at workplace (Wang, So
and Sparks, 2017).
 Sampling: In the present research, researcher considered simple random sampling
method through they identify all information that could be applied on several people.
There are around 20 employees who consider as sample size in the international business
of UK.
2.3 Record and collect relevant data
Questionnaire
Name:
Age:
Gender:
1. How much do you satisfied with implementation of technology in Cox & Kings Travel
(UK)?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied
2. How long are you work in the chosen business?
 1-6 years
 6-12 years
 More than 12 years
3. As per your opinion which is the main element to implement technology at workplace?
 Social media
 Advance technology
 Internet consideration
 Any other
4. Do you think that employees requires training implement tools at workplace?
 Yes
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 No
 Cannot say
5. Which of the method generally used by customers for their trip?
 By yourself
 By travel agent
 Any other
6. What is the main purpose which the company want to implement at workplace?
 Increase tourists
 Attract foreigners
 Implement advance technology
 Any other
7. Which is the main benefit considered with implementation of technology in the chosen
business?
 Increasing economic performance
 Generate more revenue and profits
 Increase customer base
8. Technology implementation create benefits to develop target market?
 Yes
 No
 Cannot say
Theme 1 Employees are highly satisfied with implementation of technology in Cox & Kings
Travel (UK)
How much do you satisfied with
implementation of technology in Cox &
Kings Travel (UK)?
Responses
Highly satisfied 15
Satisfied 1
Neutral 1
Dissatisfied 2
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Highly dissatisfied 1
Theme 2 Majorly people work from 6 to 12 years so that they have more experience
How long are you work in the chosen
business?
Responses
1-6 years 3
6-12 years 14
More than 12 years 2
Theme 3 Social media is the best element that helps to implement the technology in Cox &
Kings Travel (UK)
As per your opinion which is the main
element to implement technology at
workplace?
Responses
Social media 15
Advance technology 2
Internet consideration 3
Any other 0
Theme 4 Employees requires training implement technological tools at workplace
Do you think that employees requires
training implement tools at workplace?
Responses
Yes 15
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No 3
Cannot say 2
Theme 5 Majorly customers using travel agent to plan their trip and bookings
Which of the method generally used by
customers for their trip?
Responses
By yourself 2
By travel agent 15
Any other 3
Theme 6 Main purpose of the chosen business is to increase tourists at business environment
What is the main purpose which the
company want to implement at workplace?
Responses
Increase tourists 14
Attract foreigners 3
Implement advance technology 4
Any other 1
Theme 7 Main benefit with implementation of technology is increasing economic
performance
Which is the main benefit considered with
implementation of technology in the chosen
business?
Responses
Increasing economic performance 14
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Generate more revenue and profits 4
Increase customer base 2
Theme 8 Technology implementation create benefits to develop target market
Technology implementation create benefits
to develop target market?
Responses
Yes 16
No 3
Cannot say 1
TASK 3
3.1 Appropriate research evaluation techniques
In respect to considered systematic research, it has been determines that survey method
assists to find useful consideration to increase performance and outcomes. With this regard,
questionnaire has been prepared to develop quantifiable results in the business environment of
Cox & Kings Travel (UK). Following are certain evaluation techniques implemented in the
chosen business environment:
Scientific experiment model
This model help to make dominant with evaluation techniques. In this way, different
kinds of values and methods applied to set priorities. It will help to find reason and generate
more systematic information in the enterprise. Accuracy and objectivity considered through
experimental and quasi designs. Hence, objectives helpful to conduct proper research with
evaluation techniques.
Management oriented system model
In this kind of model, PERT and CPM model apply to ascertain systematic results and
outcomes. PERT assists to set activities within the systematic time so that it will help to make
performance objectives in systematic manner. Further, CPM model determines logical
consideration which emphasis on the organisational techniques.
Qualitative model
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This model useful to set observation outcomes in the business environment with
effectiveness and development. Therefore, values and subjective information assists to
considered interpretation that needed to perform several tasks. Criticism approach also helps to
measure and grow performance in systematic manner.
3.2 Interpret the analysis of results
Theme 1 Employees are highly satisfied with implementation of technology in Cox & Kings
Travel (UK)
Interpretation: In respect to carry the above graph, it can be interpret that there are 15
candidates exist that said that they are highly satisfied with implementation of the technology in
Cox & Kings Travel (UK). Furthermore, there are 2 candidates not satisfied with implementation
of the technology in chosen business environment.
Theme 2 Majorly people work from 6 to 12 years so that they have more experience
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Interpretation: Further, the above graph shows that maximum number of employees in Cox &
Kings Travel (UK) work from 6 to 12 years. Furthermore, there are minimum number of people
who are longer work and very short time of period work in the chosen business environment.
Theme 3 Social media is the best element that helps to implement the technology in Cox &
Kings Travel (UK)
Interpretation: In order to focus on the above graph, it can be interpret that maximum number of
people want to implement social media that create systematic work performance in the business.
Furthermore, there are very few employees who said that the company need to focus on the
advance technology to increase their systematic work performance at workplace. In addition to
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this, internet consideration is the main perspective that assists to make innovative results in Cox
& Kings Travel (UK). Hence, it makes systematic results in the business environment for
development.
Theme 4 Employees requires training implement technological tools at workplace
Interpretation: In order to make sure that effective results could be applied at workplace, it is
important to look above graph. In this way, there are 15 employees considered their views that
they requires proper training with implementation of technological tools at workplace. It helps to
focus on the innovations and creativity in the business environment. Furthermore, there are 2
employees said that there is no need to implement technological tools at workplace.
Theme 5 Majorly customers using travel agent to plan their trip and bookings
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Interpretation: In respect to look towards the above graph, it can be stated that majority of
customers using travel agent help to book their trip and consider plan. It assists to make sure that
bookings will be develop to considered systematic work performance. However, other are using
by their own way. Hence, it is the big opportunity in front of Cox & Kings Travel (UK) to
implement technology tools and techniques in systematic way. Therefore, they are able to attract
maximum number of candidates in the business environment.
Theme 6 Main purpose of the chosen business is to increase tourists at business environment
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Interpretation: From the above graph, it can be interpret that 14 employees of the chosen
business requires increasing number of tourists in the business environment. With the help of this
activity, they are able to deliver creative products and services at workplace. In respect to look
towards the other people views, it can be interpreted that 4 candidates stated that implementation
of advance technology is suitable method for Cox & Kings Travel (UK) attraction. Remaining
employees gives their different views towards it.
Theme 7 Main benefit with implementation of technology is increasing economic
performance
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Interpretation: In this aspect, it can be interpreted that main advantage to implement technology
in Cox & Kings Travel (UK) is increasing economic performance through they will consider
several advantages at workplace. Furthermore, some employees stated that it is the element that
increases more revenue and profitability in the business environment.
Theme 8 Technology implementation create benefits to develop target market
Interpretation: In respect to focus on the above graph, it can be summarised that there are
maximum people said that technology implementation create benefits to increase target market.
It assists to perform systematic work performance in the business environment to make
innovative results at workplace.
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3.3 Recommendations and further areas of research consideration
In respect to considered the recommendation, following activities need to be
implemented at workplace of Cox & Kings Travel (UK): Provide proper training and development program to employees: In respect to develop
creativity, Cox & Kings Travel (UK) required implement training and development
program. With the help of the systematic work performance, the company able to deliver
creativity and increase their outcomes to attract more customers. With the help of the
effective training, performance of employees will be increases that assists to meet with
desired results. Implement advance technology with technology tools: In order to set creativity in
business activities, it is essential to look towards the advance technology. With the help
of these tools and techniques, the company able to make sure that systematic work
performance implemented in the chosen business.
 Invest more amount for innovations and creativity: With the help of invest more amount
of money, new activities design with creating innovations and development of the results
at workplace. It will help to make sure that Cox & Kings Travel (UK) able to compete
with different business in the environment.
In respect to considered the further research areas, following elements implemented at
workplace of travel and tourism:
 Analysis impact of social media on employees' training and development.
 Identify reasons to make growth in travel and tourism sector.
TASK 4
4.1 Presentation for outcomes
Covered in poster
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REFERENCES
Books and Journals
Airey, D., Tribe, J. and Xiao, H., 2015. The managerial gaze: The long tail of tourism education
and research. Journal of Travel Research, 54(2), pp.139-151.
Berné, C., García-González, M. and Múgica, J.M., 2015. The effect of ICT on relationship
enhancement and performance in tourism channels. Tourism Management, 48, pp.188-
198.
Chung, N. and Koo, C., 2015. The use of social media in travel information search. Telematics
and Informatics, 32(2), pp.215-229.
Dickinson, J.E., Hibbert, J.F. and Filimonau, V., 2016. Mobile technology and the tourist
experience:(Dis) connection at the campsite. Tourism Management, 57, pp.193-201.
do Valle, P.O. and Assaker, G., 2016. Using partial least squares structural equation modeling in
tourism research: A review of past research and recommendations for future
applications. Journal of Travel Research, 55(6), pp.695-708.
Figueroa-Domecq, C., Pritchard, A. and Villace-Molinero, T., 2015. Tourism gender research: A
critical accounting. Annals of Tourism Research, 52, pp.87-103.
Huang, Y.C., Backman, K.F. and Chang, L.L., 2016. Exploring the implications of virtual reality
technology in tourism marketing: An integrated research framework. International
Journal of Tourism Research, 18(2), pp.116-128.
Law, R., Leung, R. and Fong, L.H.N., 2015. Distribution channel in hospitality and tourism:
Revisiting disintermediation from the perspectives of hotels and travel agencies.
International Journal of Contemporary Hospitality Management, 27(3), pp.431-452.
Lu, W. and Stepchenkova, S., 2015. User-generated content as a research mode in tourism and
hospitality applications: Topics, methods, and software. Journal of Hospitality
Marketing & Management, 24(2), pp.119-154.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
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