Impact of Technology on Thomas Cook

This assignment explores the impact of technological advancements on travel agency Thomas Cook from the perspective of students. It analyzes themes related to improved communication, service quality, employee training, and overall business growth facilitated by technology. The analysis is based on student responses to a survey about their perceptions of these impacts.

Research Project

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................2
TASK 1............................................................................................................................................4
1.1. Formulating and recording possible research project outline specifications........................4
Background of the study..............................................................................................................4
Research aims and objectives......................................................................................................4
Research questions.......................................................................................................................5
Significance of the study..............................................................................................................5
Research methodology.................................................................................................................5
1.2. Identifying factors that contribute to the process of research project selection....................6
1.3. Undertaking a critical review of key references...................................................................7
1.4. Producing a research project specification...........................................................................8
1.5. Providing an appropriate plan and procedures for the agreed research specification.........10
TASK 2..........................................................................................................................................12
2.1 Assessing relationship between resources and hypothesis..................................................12
2.2 Questionnaire.......................................................................................................................13
2.3 Recording and collating data...............................................................................................14
TASK 3..........................................................................................................................................19
3.1 Determination of thee appropriate research evaluation technique which is needed to be
examine for appropriate outcomes.............................................................................................19
3.2 Interpretation of outcomes which were being determined and analyzed.............................20
3.3 Recommendation and justification over outcomes..............................................................26
TASK 4..........................................................................................................................................27
4.1 Presenting research outcome to an audience by using an agreed and appropriate format...27
REFERENCES..............................................................................................................................29

Topic: “To ascertain the influence of technology on customer satisfaction in the context of
travel and tourism sector: A study on Thomas Cook”
TASK 1
1.1. Formulating and recording possible research project outline specifications
Research Topic: “To ascertain the influence of technology on customer satisfaction in the
context of travel and tourism sector: A study on Thomas Cook”
Research proposal
Background of the study
In the current times, travel and tourism is on the main sectors of UK which makes
significant contribution in the economic growth and development. Growth of travel and tourism
sector is highly significant that increased continually from the last five years. In UK GDP,
contribution of travel and to tourism sector accounted for 213.8 billion’s GBP (Travel and
tourism in the United Kingdom - Statistics & Facts, 2018). Hence, with an objective to increase
such growth level companies of such sector have started to use technological aspects. Now,
companies are using technological aspects for taking reviews from customers, providing them
with suitable information and quality services. For this report, Thomas Cook has been selected
which provides customers with attractive tour packages or plan. In this, report will present the
extent to which technological aspects or advancements increase the level of customer
satisfaction.
Research aims and objectives
The aim behind carry out present study is to analyze the influence of technology on
customer satisfaction in the context of Thomas Cook.
On the basis of above aim following research objectives has been drafted:
 To assess the trend of technological aspects (social media and virtual strategy) in the
context of travel and tourism sector.
 To examine the significance of technological aspects in T&T industry.

 To investigate the impact of technological advancements on the customer satisfaction of
Thomas Cook.
 To recommend the suitable ways through which Thomas Cook can enhance customer
satisfaction using technological aspects.
Research questions
For conducting study in the best possible way following research questions have been
framed by taking into account aims & objectives of study:
 What are the trend of technological aspects (social media and virtual strategy) in the
context of travel and tourism sector?
 How to examine the significance of technological aspects in T&T industry?
 How to investigate the impact of technological advancements on the customer
satisfaction of Thomas Cook?
 What are the recommendations for the suitable ways through which Thomas Cook can
enhance customer satisfaction using technological aspects?
Significance of the study
Current study and its findings are highly significant from the perspective of other
researchers and companies operating in the travel & tourism sector including Thomas Cook.
Hence, such study will assist other scholars in developing hypothesis for the future study. Along
with this, by taking into account this study Thomas Cook and other firms which are operating in
such would become able to develop competent strategic and policy framework.
Research methodology Research type: For assessing the impact of technological advancement on the satisfaction
of Thomas Cook’s customer quantitative research type will be employed by the scholar.
Hence, by evaluating underlying reasons and opinions solution of the issue will be
presented.

 Research approach and philosophy: In order to address concerned issue deductive
approach and positivism philosophy will be employed by the researcher. Both the
selected tools highly suit to the qualitative research type or investigation.
 Data collection: To analyze the influence of technological aspects on the satisfaction of
Thomas Cook’s customer’s data will be gathered from both primary and secondary
sources. Survey will be carried out on the 15 students of UK CBC to evaluate the
concerned issue. Further, books, journals and scholarly articles will also be evaluated
related to the aspects of technological changes or advancements and travel & tourism
sector. Similarly, in relation with analyzing the statistical outcomes there will be
implication of descriptive statistics which will be an effective tool in analyzing
appropriate outcomes
 Sampling: For survey, 15 students of UK CBC will be selected by using purposive
sampling technique. There have been various sampling methods which were to be
implicated by researchers on which researcher have approached towards implicating
convenience sampling technique. In relation with selecting such method is for gathering
the useful information through assessing opinion of respondent as well as solutions
derived from volunteer will be considered here.
 Data analysis: Quantitative evaluation will be done for analyzing and evaluating
qualitative data set. On the basis of this, considering questionnaire several themes will be
prepared. Further, results will be supported from secondary data findings and graphical
presentation.
1.2. Identifying factors that contribute to the process of research project selection
Rationale behind conducting study
There are several factors which contributed in the process of research project selection
related to the influence of technological change on travel & tourism sector. In the recent times,
technological advancements take place in every industry with the very high pace including travel
& tourism sector. Now, with the motive to increase customer base and their satisfaction level,
companies place emphasis on the adoption of advanced technological aspects. In this, through
the means of qualitative investigation research will shed light on the extent to which

technological aspects have an influence on organizational growth and success. Along with this,
reason behind the selection of such topic is the easy availability of both primary and secondary
data set. Further, own interest area is recognized as one of the main aspects which in turn
contributed in the selection of such research topic.
1.3. Undertaking a critical review of key references
Literature review is the process of evaluating scholarly articles, books and journals which
in turn helps in gaining deeper insight about the research issue. Hence, it may be served as an
attempt which in turn assists in meeting objectives from theoretical perspectives. In this,
considering research aims and objectives several themes have been prepared such as:
Theme 1: Technological trend in the context of UK travel & tourism sector
By doing assessment, it has found that travel and tourism is the main sectors which in
turn contribute significantly in GDP and job creation. According to the views of Li and et.al.,
(2017), now technological advancement and its usage in the travel and tourism sector has
increased significantly. In the recent times, travel and tourism related firms lay emphasis on
undertaking virtual reality aspect. On the basis of such technological aspect cabins are shown to
the travelers in advance. This in turn helps in influencing the decision making of travelers to a
great extent. On the critical note, Mahrous and Hassan (2017) stated that creation and
maintenance of virtual reality aspect is highly expensive in nature. In the present era, travel and
tourism sector companies, make focus on using technological aspects to promote products or
services. Hence, trend in relation to placing advertisements on social sites has increased
significantly over the time frame. This is one of the most effectual aspects which in turn provide
information to the customers about tour packages, price and discounting offers. Vanhove (2017)
assessed in their study, travel and tourism related firms use technological aspects for taking
feedbacks from the customers. By uploading images on social sites and sending mails on their
personal id’s business units get information about the views and expectation level of customers.
In their study, Font and McCabe (2017) mentioned that for providing customers with information
regarding destination, ticket confirmation, landing etc companies have started to use or taking
support of technological aspects. Thus, referring all the above depicted aspects it can be
mentioned that tourism firms are using technological aspects for enhancing brand image as well
as customer satisfaction and thereby getting the desired level of outcome or success.

Theme 2: Impact of technological changes on customer satisfaction under travel and tourism
sector
In accordance with the views of Mahrous and Hassan (2017), recent technological
changes which have employed by travel and tourism sector firms have positive impact on
customer satisfaction. Virtual reality strategy enables firm to aware customers regarding the
services offered by it. Such strategy evolves high level of satisfaction among the customers and
thereby impacts their purchasing decision. Page and et.al., (2017) examined that social media
helps company in assessing the extent to which customers are satisfied from their existing
offerings. Thus, such technological means offer opportunity to the business unit to make suitable
changes or modifications in the existing offerings and thereby develop satisfaction among the
customers. However, Dallinger and Magnini(2017) argued that sometimes social media survey
impacts company’s brand image and satisfaction level of both existing as well as potential
customer base. Moreover, sometimes customers give negative review on the images uploaded by
the firm regarding services. Further, Agnihotri and et.al., (2016) entailed in their study that
online communication facility also increases the level of customer satisfaction to a great extent.
On the basis of such communication facility customers get opportunity in relation to sharing their
queries through online means. Hence, quick solution of the problem increases the level of
customer satisfaction and thereby sales as well as profitability aspect.
1.4. Producing a research project specification
For evaluating the impact of technology on customer satisfaction in the context of
Thomas Cook following research tools and techniques have been employed:
Research type: There are mainly two research types which researcher can select for the
purpose of investigation namely qualitative and quantitative. Hence, quantitative type of research
is applied where emphasis is placed on analyzing and evaluating uncovering trends. On the other
side, quantitative investigation proves to be suitable when solution can be determined through
making evaluation of numeric facts and figures (Flick, 2015). In the present study, for analyzing
the impact of technological aspects on customer satisfaction quantitative research type has been
selected by an investigator. On the basis of this, through placing emphasis on quantitative facts
and aspects related to the customer satisfaction concerned issue has been resolved.

Research Philosophy: Research philosophy assist the researcher in developing understanding
over research tittle which aid in determining the further and procedure which needs to be
followed (Mackey and Gass, 2015). There are four types of philosophy but in this project
interpretivism and positivism are used to discuss impact of technology on Thomas Cook. The
positivism philosophy will help researcher to make solution with existing information and data
effectively. The interpretivism philosophy will help to make hypothetical assumptions regarding
impact of technology after collecting all the information through interview and questionnaire
process.
Research Design: The research design used by researcher in order to evaluate impact of
technology on business is Descriptive. The research does not provide accurate evidences but help
to have a better understanding of issues. The research will provide revelation of new to
researcher (Dunlap and et.al., 2016). This will help to explore impact of technology with varying
levels of depth effectively. Descriptive research is used to describe characteristics of a population
or phenomenon being studied.
Research Approach: There are three types of approach available for researcher in order to
determine effectiveness of process. In this research, Deductive approach is used by researcher in
order to evaluate improvement in process of assessing impact of technology on Thomas Cook.
With the help of inductive style the person formulates theories and principles on the basis of
facts which are already available. The research involves patterns from observations and
development of explanations through series of hypothesis effectively (Silverman, 2016). The
researcher is able to determine learning experience of employees based on technology uses.
Sampling: In this research, Simple random Sampling is used by researcher in order to choose a
sample of people from a large group and wide range of purposes (Panneerselvam, 2014). The
sampling is purest and most straight forward probability sampling strategy in which each
member of population is equally chosen as a part of sample to determine impact of technology
on Thomas Cook effectively. The sampling is used because it removes bias from the process of
selection and provide representative samples regarding topic.
Data Collection: It is the main part of questionnaire process which is used by researcher to
collect information and data from employees. Questionnaire are classified in two methods such
as qualitative and quantitative and depends on the nature of questions. In this method, answers

are collected and obtained through closed-ended question with multiple choices in order to
analyse quantitative method effectively. Questions and answers will help researcher to evaluate
impact of technology on Thomas Cook in terms of positive and negative efficiently. Open
questionnaire will help to make research more valuable and original for researcher.
Ethical consideration: Ethical considerations are the most important and crucial part of research.
The researcher should consider activities which can harm emotion of employees while collecting
information. Respect of dignity and full consent should be obtained by researcher in order to
determine impact of technology on business effectively. Privacy protection and adequate level of
confidentiality is necessary and should be ensured by researcher. The questionnaire process
should avoid information which is apart from research topic. The communication process should
be done with honesty and transparency. This will help researcher to collect adequate and
accurate information regarding impact of technology whether it is positive or negative.
Research limitation: It is for sure that there will be some limitations in the process of research. It
is also important to explain impact of limitations on research finding. It can be said that
researcher finds many difficulties while conducting impact of technology on Thomas Cook such
as there is lack of proper existing information and data, some articles and blogs are protected
related to the topic, permission required for accessing business websites and personal
information from management etc. The process is also time consuming that collection of
information regarding topic through the process of questionnaire consumes a lot of time from
both employees and researcher effectively.
1.5. Providing an appropriate plan and procedures for the agreed research specification
Timeline: For conducting study within the suitable time frame gantt chart has been
prepared by the researcher. This in turn renders information about the time within which specific
activity needs to be completed.
Activities /
weeks
1 2 3 4 5 6 7 8 9 1
0
1
1
1
2
1
3
1
4
1
5
1
6
1
7
1
8
1
9
20
Preparing brief
outline

Developing
research aims
and objectives
Analyzing
secondary data
sources (LR)
Assessing
research tools
and techniques
as per the issue
Conducting
survey for
primary data
collection
Collating and
recording data
in a structured
way
Analyzing
gathered
dataset using
thematic
perception test
technique
Drawing
conclusion as
per the results
and findings

Giving
recommendati
on for future
improvements
Arranging
whole report as
per the
standards
Feedbacks and
doing
Final
completion
TASK 2
2.1 Assessing relationship between resources and hypothesis
Research Resources
Influence of technology on customer
satisfaction
Assessment of books, journals and scholarly
articles based on latest trends of technology
which can help tourism services to improve.
Research objectives For meeting objectives and research aim
survey has been carried out via questionnaire
that includes questions regarding social media
marketing & virtual reality.
Data Analysis Through thematic analysis questions have
been addressed that represents various
information that has been gathered through

surveys
2.2 Questionnaire
Questionnaire
Name:
Age:
Gender:
Question 1. What do you think about Technical reforms made by technology on Thomas
Cook?
Effective ( )
Not effective ( )
Not sure ( )
Question 2. How often the communication process is improved by technology?
Become easier ( )
Not much effective ( )
Not Sure ( )
Question 3. Is the Technology used in business is not effective to attract tourism?
Effective ( )
Not effective ( )
Not Sure ( )
Question 4. Does Technology has a impact on performance?
Yes ( )
No ( )
Not Sure ( )
Question 5. Is the technology helpful towards developing business activities and customer

satisfaction?
Yes ( )
No ( )
Not Sure ( )
Question 6. Are Training and development programs effective with reformed technology?
Yes ( )
No ( )
Not Sure ( )
Question 7. Do you think, better and quality services are delivered with the help of technology
to increase customer satisfaction?
Yes ( )
No ( )
Not Sure ( )
Question 8. What are the benefits you think business gets with the use of technology?
Improves communication process
Improves performance level
Quality services provided
Achieving customer satisfaction
2.3 Recording and collating data
Theme-1. Technical reforms made by technology on Thomas Cook
Question 1. What do you think about changes made by technology on
Thomas Cook.?
Frequency
Effective 8
Not effective 5

Not sure 2
Theme-2. Communication process improved by technology
Question 2. How often the communication process is improved by
technology.?
Frequency
Become easier 9
Not much effective 3
Not Sure 3
Theme-3. Technology used in business to attract tourism
Question 3. Is the Technology used in business is not effective to
attract tourism.?
Frequency
Effective 7
Not effective 4
Not sure 4
Theme-4. Technology has an impact on performance
Question 4. Does Technology has an impact on performance.? Frequency
Yes 10
No 3
Not Sure 2

Theme-5. Technology is helpful towards developing business activities
Question 5. Is the Technology is helpful towards developing business
activities and customer satisfaction.?
Frequency
Yes 8
No 4
Not Sure 3
Theme-6. Training and development programs effectiveness
Question 6. Are Training and development programs effective with
reformed technology?
Frequency
Yes 11
No 3
Not Sure 1
Theme-7. Better and quality services are delivered
Question 7. Do you think, better and quality services are delivered
with the help of technology to increase customer satisfaction.?
Frequency
Yes 12
No 2
Not Sure 1
Theme-8. Benefits you think business gets with the use of technology

Question 8. What are the benefits you think business gets with the use
of technology.?
Frequency
Improves communication process 6
Improves performance level 3
Quality services provided 4
Achieving customer satisfaction 2
Descriptive statistics:
Questi
on 1.
What
do
you
think
about
chang
es
made
by
techn
ology
on
Thom
as
Cook.
?
Quest
ion 2.
How
often
the
comm
unica
tion
proce
ss is
impro
ved
by
techn
ology
.?
Quest
ion 3.
Is the
Techn
ology
used
in
busin
ess is
not
effecti
ve to
attrac
t
touris
m.?
Que
stio
n 4.
Doe
s
Tec
hnol
ogy
has
a
imp
act
on
perf
orm
anc
e.?
Questio
n 5. Is
the
Technol
ogy is
helpful
towards
develop
ing
busines
s
activitie
s and
custome
r
satisfac
tion.?
Questi
on 6.
Are
Traini
ng and
develo
pment
progr
ams
effecti
ve
with
update
d
techno
logy.?
Question
7. Do you
think,
better
and
quality
services
are
delivered
with the
help of
technolog
y to
increase
customer
satisfacti
on.?
Questi
on 8.
What
are
the
benefi
ts you
think
busine
ss gets
with
the
use of
techn
ology.
?
Mean
1
.
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.
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3
3
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TASK 3
3.1 Determination of thee appropriate research evaluation technique which is needed to be
examine for appropriate outcomes
In relation with making the effective research which will be appropriate in overcome with
the knowledge of all the facts and problems there are various technique that will be effective in
this regard. Therefore, this research study will have effective outcomes in relation with
demonstrating the consumer behaviour as well as their level of satisfaction. Thus, in order to
analyse the behaviour and opinion of consumers of Thomas cook. Therefore, there are various
techniques in terms of conducting fruitful research over consumers which were relevant with the
operations such as:
Formative:
It is the helpful in terms of judging as well as analysing the adequate facts and figures as
well as have the proper outcomes over the research which in turn will make effective increment
in the learning, knowledge and analysing the data. This is the most assistive technique which in
turn emphasis over making the adequate designs as well as instruct the fruitful changes into
operations. Therefore, it bounds the researcher to make aim, objectives which are needed to meet

in a most prominent way. Therefore, this method will be effective in terms of having the
adequate development of the work performance and objectives.
Summative:
It will be an assistive tool which in turn makes the appropriate development of the work
over making judgement on the collected information. Moreover, it brings the fruitful suggestions
over the collected information as well as make the adequate operational practices as to make
effective changes. Therefore, it can be said that this technique mainly focuses the overall
practices to be done as well as the fruitful judgements which were to be presented by the
professionals in terms of making the effective analysis over the research issues. In this research
project there has been study over the various operations which were based taking the public
survey and proposing the appropriate ideas that will be helpful in addressing all the relevant facts
and figures.
However, after determining all the factors it will be helpful in managing the operations of
business. Moreover, there can be use of various techniques which in turn makes the appropriate
analysis over the gathered data. Thus, there is need to implicate summative technique of
analysing the data which will benefit in appropriate decision making. In addition, the influences
of such research technique will help in fetching the reliable and valid information and the
accurate solution will be presented to the professionals of Thomas cook in developing the
accurate policies.
3.2 Interpretation of outcomes which were being determined and analyzed

The sample of research will 15 potential students of UKBC, who regularly keeps a check on
services of Thomas Cook.
Theme-1. Changes made by technology on Thomas Cook are effective.
As per theme 1, it has been analysed that according to 8 student’s changes in services of
Thomas Cook related to technology have been turned advanced. The students state that
according to them the firm is making appropriate use of social media advertising for promotion
and according to them it is the most effective plan which can assist in firm in managing
successful business activities (Bharadwaj, El Sawy and Venkatraman, 2013). Apparently, as per
student’s changes in Thomas cook are not effective because according to them the new way of
managing trip through cloud computing in complex for the consumers to understand.
Theme-2. Communication with Thomas cook has improved after implementation of
technology.

According to theme 2, it has been discovered that as per 9 students of college
communication with company of consumers has improved. Like now the sales team of
organisation is connected to consumers via WhatsApp and emails which helps to communicate
about all the travel and trips. However, as per 3, the communication of Thomas cook is still not
effective because the individuals in chat sometimes do not get appropriate answers to their
questions.
Theme-3. Technology used in business to attract tourism is effective

According to theme 3, it has been discovered that, as per the views of 7 students the
social media advertising used by company to promote tourism is the most effective use of digital
technology. It derives prominent way of connecting with buyers and derives various mode of
attracting like, visual, audio's promotion techniques of firm on Facebook and Instagram helps the
students in developing curiosity about the travel plans. Apart from this, according to 4 students
it is not effective because there are many people who do not access social media due to persona
reason and therefore remain unaware about changes and travel and tourism services of
organisation. Thus, the students stated that social media advertising has limited promotional
strategy and plans of organisation.
Theme-4. Yes, technology is impacting performance of Thomas cook.
According to 10 students of UKCBC college, it has been demonstrated that according to
maximum students in survey technology has impacted performance of Thomas Cook. According
to these people it provides opportunity to company in managing appropriate record of
consumer’s data and it helps consumers in easy access to travel services. Apparently, as per 3,
the technology is cost effective and also lacks security and it has impact confidentiality of
consumer data is stored in cloud computing.
Theme-5. Yes, technology is helpful towards developing business activities and
productivity.

As per survey, it has been discovered that as per 8 student’s advancement in technology
is the change which assisted the firm in managing successful growth and productivity. It
provides every source which helps the company in managing customer relationship, promotion,
innovation etc. (Drnevich and Croson, 2013). However, 4 students were not even sure of
technological advancement and its benefits because according to these people techniques are
effective for growth but on the other hand requires huge investment.
Theme-6. Training and development programs are effective for updated technology.

As per theme 6, it has been identified that 11 students think training and development
session by organization on use of digital technology plays an important role as it employees in
learning about appropriate use of tools. The learning to employees helps in improving their
communication with consumers via technological tools. Thus, as per 3 students training are not
effective because it is not related to consumers at all.
Theme 7: Yes, Better and quality services are delivered
According to theme 7, it has been discovered that as per 12 students’ technological
advancement is the started which is helping Thomas cook in managing service quality. Like
online ticketing system assist consumers in making easy price determination before booking
further plans (Fitzgerald, Kruschwitz and Welch, 2014). Apart from this as per 2 students it is
not effective because there are many people who do not understand access to internet and
therefore unable to use it effectively.
Theme 8: With the use of technology communication process of Thomas cook has been
improved.

According to theme 8, it has been discovered that students believe technological tool
assisted the firm in improving communication because now a day’s sales team of Thomas cook
is always connected to consumers via WhatsApp and email 24*7. This has improved
communication and served satisfaction to many consumer queries. Thus, as per 4 students it has
technology has assisted firm in improving quality of services like online booking facility etc.
Apart from this, every employee has a greater connectivity with each other that leads to greater
coordination between team. This facilitate to accomplish goals very easily.
3.3 Recommendation and justification over outcomes
In relation with the above analysis it can be said that there are various operations which
will be fruitful for the researchers in terms of developing the new strategies as well as presenting
the adequate operational plans. Therefore, the collected information was mainly based on the
analysis over the consumer satisfaction with services facilitated by Thomas cook. Moreover, the
research was based on collecting thee relevant data and details about the consumer opinion and
behaviour in relation with the research problem. Therefore, the maximum outcomes have been
derived which has presented to make the appropriate changes in the operational functions as well
as bring the development of technologies that will be profitable for organisational efficiencies.
The technical advancement will be very helpful for making the adequate improvements in the
operations as well as bring the innovative changes in the efficiency of business. However, as per

analysed data set and responses derived through such research on with there will be several
suggestions such as:
 Artificial Intelligence can be adopted for increasing efficiency of every task that is
performed for delivering services to customers.
 Technical Experts must be approached for taking suggestions in order to improve
efficiency.
 Web based and Mobile based applications must be provided to customers in order to avail
services from anywhere. It will lead to save their time.
 Regular training session must be conducted for enhancing technical skills of employees.
 There must be implication of reformed techniques or technical devices which will help
organisation in attaining tasks promptly.
 Simulation of various operational tasks will be adequate in measuring the operational
analysis and determination of each activities.
TASK 4
4.1 Presenting research outcome to an audience by using an agreed and appropriate format

Research Project
Theme-1. Changes made by technology on Thomas Cook are
effective.
As per theme 1, it has been analysed that according to 8 student’s
changes in services of Thomas Cook related to technology have been
turned advanced. The students state that according to them the firm is
making appropriate use of social media advertising for promotion and
according to them it is the most effective plan which can assist in firm
in managing successful business activities (Bharadwaj, El Sawy and
Venkatraman, 2013). Apparently, as per student’s changes in Thomas
cook are not effective because according to them the new way of
managing trip through cloud computing in complex for the consumers
to understand.
Theme-4. Yes, technology is impacting performance of
Thomas cook.
According to 10 students of UKCBC college, it has
been demonstrated that according to maximum students in
survey technology has impacted performance of Thomas
Cook. According to these people it provides opportunity to
company in managing appropriate record of consumer’s data
and it helps consumers in easy access to travel services.
Apparently, as per 3, the technology is cost effective and also
lacks security and it has impact confidentiality of consumer
data is stored in cloud computing.
Theme-2. Communication with Thomas cook has improved after
implementation of technology.
According to theme 2, it has been discovered that as per 9 students of college
communication with company of consumers has improved. Like now the sales
team of organisation is connected to consumers via WhatsApp and emails
which helps to communicate about all the travel and trips. However, as per 3,
the communication of Thomas cook is still not effective because the
individuals in chat sometimes do not get appropriate answers to their
questions.
Theme-3. Technology used in business to attract tourism is
effective
According to theme 3, it has been discovered that, as per the
views of 7 students the social media advertising used by company to
promote tourism is the most effective use of digital technology. It
derives prominent way of connecting with buyers and derives various
mode of attracting like, visual, audio's promotion techniques of firm on
Facebook and Instagram helps the students in developing curiosity
about the travel plans. Apart from this, according to 4 students it is not
effective because there are many people who do not access social
media due to persona reason and therefore remain unaware about
changes and travel and tourism services of organisation. Thus, the
students stated that social media advertising has limited promotional
strategy and plans of organisation.
Theme-5. Yes, technology is helpful towards developing business
activities and productivity.
As per survey, it has been discovered that as per 8 student’s
advancement in technology is the change which assisted the firm in
managing successful growth and productivity. It provides every source
which helps the company in managing customer relationship,
promotion, innovation etc. (Drnevich and Croson, 2013). However, 4
students were not even sure of technological advancement and its
benefits because according to these people techniques are effective for
growth but on the other hand requires huge investment.
Theme-6. Training and development programs are effective for
updated technology.
As per theme 6, it has been identified that 11 students think
training and development session by organization on use of digital
technology plays an important role as it employees in learning about
appropriate use of tools. The learning to employees helps in improving
their communication with consumers via technological tools. Thus, as per
3 students training are not effective because it is not related to consumers
at all.
Theme 7: Yes, Better and quality services are delivered
According to theme 7, it has been discovered that as per 12
students’ technological advancement is the started which is helping
Thomas cook in managing service quality. Like online ticketing
system assist consumers in making easy price determination before
booking further plans (Fitzgerald, Kruschwitz and Welch, 2014).
Apart from this as per 2 students it is not effective because there are
many people who do not understand access to internet and therefore
unable to use it effectively.
Theme 8: With the use of technology communication process
of Thomas cook has been improved.
According to theme 8, it has been discovered that
students believe technological tool assisted the firm in improving
communication because now a day’s sales team of Thomas cook
is always connected to consumers via WhatsApp and email 24*7.
This has improved communication and served satisfaction to
many consumer queries. Thus, as per 4 students it has technology
has assisted firm in improving quality of services like online
booking facility etc. Apart from this, every employee has a greater
connectivity with each other that leads to greater coordination
between team. This facilitate to accomplish goals very easily.

REFERENCES
Books and Journals
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Dallinger, I. and Magnini, V. P., 2017. A Scenario-Based Experiment Comparing Managerial
and Front-Line Employee Apologies in Terms of Customers' Perceived Justice, Satisfaction, and
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