Impact of Leadership on Company's Performance in Online Travel Agency Business

This research aims to evaluate the new business of online travel agency of Mithun traders limited and study the potential of new business of online travel agency in UK, examine the competition level and overall industry analysis for online travel agency, assess opportunities to grow services to reach worldwide Customers, determine the challenges being faced by online travel agents and recommend strategies for achieving growth in the new business.

Research Proposal
[Impact of leadership on company’s
performance]

CONTENTS
CHAPTER – 1: INTRODUCTION...........................................................................................1
Research problem...................................................................................................................1
Research background..............................................................................................................1
Research aims and objectives.................................................................................................1
Scope of the research..............................................................................................................1
Limitation of the study...........................................................................................................2
CHAPTER – 2: LITERATURE REVIEW................................................................................2
CHAPTER – 3: RESEARCH METHODS AND METHODOLOGY......................................2
Research approach..................................................................................................................2
Research strategy....................................................................................................................3
Data collection methods.........................................................................................................3
Population and sampling........................................................................................................3
Data analysis technique..........................................................................................................3
Statement of ethics.................................................................................................................3
Timeline..................................................................................................................................4
REFERENCES...........................................................................................................................5

CHAPTER – 1: INTRODUCTION
Research problem
Mithun traders limited a small UK based private limited company is presently into an
online business services which provides varied kinds of online services and digital marketing
agency. The senior executive of the company is planning to add a new business in the
portfolio i.e.” Online travel agency”, which deals in offering different services such as e-
booking, e-ticketing, consulting and travel planning. Thus, the main purpose of the current
research work is to evaluate the new business of online travel agency of the company.
Research background
The world today is being ruled by the internet of thing. Traditionally, people used to
have one to one interaction while they meet face to face or via letters. Nevertheless, the
generation being born in the industrial revolution are mainly connected through internet,
smartphones and computers. Right from purchase to order, all is done devoid of seeing any
product or services (Agarwal and Venkatesh, 2015). These days, many of the interactions of
the people are being done on varied kinds of online platforms. Considering this fact in
intellect, the senior manager of the company is planning to invest in new business of online
travel agency as it is the need of an hour. This business opportunity will prove valuable as
customers today plan their next trip on internet, books their room and even restaurant for
dinners.
Research aims and objectives
The aim of the present is to “To evaluate the new business of online travel agency of
Mithun traders limited”. In order to fulfil this aim there will be requirement of certain
objectives and they are mentioned underneath:
 To study the potential of new business of online travel agency in UK
 To examine the competition level and overall industry analysis for online travel
agency
 To assess opportunities to grow services to reach worldwide Customers
 To determine the challenges being faced by online travel agents
 To recommend strategies for achieving growth in the new business
Scope of the research
This is being regarded as the most important areas as it will throw light on the extent
to which this research areas will be focussed. The current research will pay attention on the
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online travel business market of UK and will not going to cover all the markets across the
world. Further, it will also going to include top 10 online business agency for the purpose of
research work and samples will be selected based on these firms only.
Limitation of the study
 Due to time constraint the sample size selected in the study is small.
 As the study involve some organizations and thus, access of information is limited
 Lack of previous research studies in the research area
 Lack of experience of conducting researches and thus, the scope of discussion of the
research paper is compromised
CHAPTER – 2: LITERATURE REVIEW
Because of the rising level of competition in the global market, the local travel as well
as tourism industry are compelled to embrace novel business standards for competing in the
traditional markets. Consequently, the local travel and tour firms are searching diversification
for their business in foreign along with domestic markets. Further, all the travel companies
are now aware of the fact that escalating evolution of online travel agency due to the
consequence of internet. They are now findings ways of depending on online business for
reducing their costs. Airlines and many other hotels makes use of online travel portals for
booking tickets and making reservations. Moreover, travel companies are also well versed
with the impacts of online transactions and are also availing the benefits of the data plus
communication technology for gaining huge share in the market. According to the study of
Agarwal and Venkatesh (2015) which is grounded on the usability factor, states that the very
first element which attracts people towards online means is ease of use. Because it is an
emotional concept which includes strength of the character, pace and challenge. As per
Dellarocas (2014), because of the introduction of internet there has been emergence of word
of mouth revolt. Using internet, people are not easily accessible to the whole world. As stated
by Law, Leung and Wong (2016), online travel business is mainly emphasized on
characteristics of the consumer like knowledge related to computer and internet, age, gender
etc.
CHAPTER – 3: RESEARCH METHODS AND METHODOLOGY
Research approach
There are three types of research approaches such as inductive, deductive and
abduction. All the three methods are important for any research work however for the current
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study, inductive approach is selected as it does not encompasses setting of hypothesis. It
involves setting of certain aim and objectives and throughout the research efforts are made to
achieve the same (Saunders, Lewis and Thornhill, 2015).
Research strategy
Again it entails about a set procedure about the ways research to be carried out.
Additionally, it also supports the researcher by offering systematic as well as correct
schedule. A research strategy can be different kinds and in the present research work,
qualitative research strategy is being selected because it includes understanding of the
preliminary details or perception of individual on certain problem being involved in the
study.
Data collection methods
There are many two kinds of data which is collected in any form of research and these
are primary and secondary. The first one is collected for the first time for the study and the
later one involves exploration of already available information on various sources such as
articles, internet, journals etc. (Creswell, 2014). In the presently work, both these data will be
collected. The primary data will be gathered through conducting survey of the population via
questionnaire. Secondary data will be accumulated through online sources and journals
related to the topic.
Population and sampling
The population of the study will comprise customers of different UK based online
travel agency. A sample of 50 respondents is selected for the current research work. They are
being chosen based on the random sampling technique. A questionnaire will be prepared and
given to the respondents via online means using emails.
Data analysis technique
This section is being regarded as one of the most crucial part of the study. The
accumulated data can be evaluated based on the two vital techniques i.e. quantitative and
qualitative. These techniques are selected on the basis of the scope of the research and type of
data gathered for the work. In regards with the present research work, qualitative analysis is
most suitable and thus, it will be selected for analysing the information gathered from both
primary and secondary sources. Qualitative analysis will be done by formulating themes and
thematic analysis will be used for evaluating the responses of the participants.
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Statement of ethics
 Permission – It is important to take prior permission of all the respondents before
conducting the work and thus, it will be considered in this research work as well.
 Confidentiality – The researcher will make sure that all the personal information about
the participants will not be disclosed to anyone (Bajpai, 2016).
 Honesty and transparency – Again, it is very crucial to ensure that all the activities
will be done honestly and the principle of transparency will be followed by the
researcher in any type of communication.
 Misleading information – Information which are confusing will not be considered in
the current research work.
Timeline
Activities Jan Feb Mar Apr May June Jul
Understanding of the background
Writing research proposal
Approval of the proposal
Scripting of literatures review
Deciding on different research methods
Conducting groundwork for primary
research
Gathering of information
Investigation of information
Submitting draft
Discussing conclusion
Second draft
Concluding submission
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REFERENCES
Books and journals
Agarwal, R. and Venkatesh, V., 2015. Assessing a firm's Web presence: A heuristic
evaluation procedure for the measurement of usability. Information Systems Research,
13(2), pp.168-186.
Bajpai, N., 2016. Business Research Methods. Pearson Education India.
Creswell, J.W., 2014. Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. London, United Kingdom: SAGE Publications.
Dellarocas, C., 2014. The digitization of word of mouth: promise and challenges of online
feedback mechanisms. Management Science, 49, pp.1407–1424.
Law, R., Leung, K. and Wong, J., 2016. The Impact of the Internet on Travel agencies.
International Journal of Contemporary Hospitality management, 16(2), pp.100 – 107.
Saunders, M., Lewis, P. and Thornhill, A., 2015. Research Methods for Business Students.
6thed. Pearson Education Limited.
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