The influence of digital technology in the travel and tourism sector

This research project explores the influence of digital technology on the travel and tourism sector, specifically focusing on British Airways. It examines the benefits of digital technology for the airline industry and its impact on the growth of British Airways. The research project includes a critical review of key references, research project specifications, and an appropriate plan and procedures for the investigation.

Research Project

Table of Contents
Title:-................................................................................................................................................1
INTRODUCTION...........................................................................................................................1
1.1 Formulate and record possible research project outline specifications............................1
1.2 The potential factors that contribute to the process of research project selection............2
1.3 A critical review of key references...................................................................................2
1.4 A research project specification.......................................................................................4
1.5 An appropriate plan and procedures for the agreed research specification. ....................5
..........................................................................................................................................................6
TASK 2............................................................................................................................................7
2.1 Match resources efficiently to the research question or hypothesis.................................7
2.2. Undertake the proposed research investigation in accordance with the agreed
specification and procedure....................................................................................................8
2.3. Record and collate relevant data where appropriate......................................................10
TASK 3 .........................................................................................................................................10
3.1 Use of appropriate research evaluation technique for study..........................................10
3.2 Analysis and interpret results for determining original specifications. .........................11
3.3 Make recommendation and further area for consideration............................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

Title:-
“ The influence of digital technology in the travel and tourism sector”
INTRODUCTION
Digital technology is refers to the electronic tools, devices, system and resources which
are used to generate, store and process data in order to improve the efficiency of work (Adukaite,
van Zyl and Cantoni, 2016). The current report is based on influence of digital technology over
travel and tourism industry by considering British Airways which is an airlines company
headquartered in London, UK and offer travel related services.
1.1 Formulate and record possible research project outline specifications.
A research is defined as the process of systematically investigating for increasing and
revising the current knowledge over a particular issues by discovering the new facts and
information. The investigation is totally depend on the aims and objective that are formulated by
researcher while commencements of project which guide the direction in which the investigator
has to work. The current report is based on “The influence of digital technology in travel and
tourism sector.” The main aim behind selecting this topic is that digital technology has now
become a most crucial part of everyone's life and activities performed by them (Baggio and Del
Chiappa, 2014). Digital technology has influence the manner in which businesses operate in
travel and tourism sector as it provide quicker access to services as well as information that an
individual require to form up their decision regarding purchasing of particular travel & tourism
services. This report provide an insight about changes that digital technology brings up and
support in the growth of travel and tourism industry. For representing the influence effectively,
British Airways is considered for this report. British Airways is a flag carrier airlines which is
headquartered in United Kingdom and consider as second largest company in term of passengers
carried and fleet size. Digital technology has supported a lot in the growth as well as success of
British Airways by simplifying its operations, providing access to larger number of customers
and by reducing the time take by operations (Benckendorff, Xiang and Sheldon, 2019). In
addition to this it also provide company a medium to direct interacting with customers without
arranging any meeting physically. This investigation is based on following aims & objectives:
Research Aim
1

“To identify the influence of digital technology over the growth of travel and tourism
sector”. A study on British Airways.
Research objectives
 To understand the concept of digital technology in context of travel & tourism.
 To determine several benefits that British Airways get by using digital technology.
 To ascertain relationship between growth of British Airways and digital technology.
Research questions
 Explain about digital technology in context of travel & tourism sector?
 Enlist benefits that British Airways get using digital technology?
 What is the relationship between growth of British Airways and digital technology?
1.2 The potential factors that contribute to the process of research project selection
Investigation is a systematic exploration of a source for implementing several factors
with an objective of reaching over an conclusion These factors help in selection of research topic
and these are mentioned below:
Research scope:- This investigation holds up very wide scope as the project is based on
digital technology and manner in which it contribute toward the growth of airlines (Cohen,
Prayag and Moital, 2014). Through this investigation British Airways become able to determine
the improvement that they made after integrating with digital technology and what further
technologies they can implement to improve operational efficiency.
Research limitations:- The main limitation of this project is that time and cost provided
for investigation is very limited as a result of which primary data is gathered with the help of
questionnaire which involve close ended questions. These questions may become a greatest
limitation for report as it restrict the responses of participants to some options which provide
very limited information.
1.3 A critical review of key references.
The concept of digital technology in context of travel & tourism
As per the view point of Bernadine Racoma, 2018, Traveling is now become a most
demanding and important part of people in their bucket list today and digital technology make it
easier to find out destination with the help of digital tourism sites. Digital technology has made it
possible, as it provide a medium i.e. internet to tourism service provider and customer to directly
interact and get easier access to information they need. Digital tourism provide travelers a
2

different kind of tourism experience as it recommend appropriate accommodation for helping
traveler to plan the itinerary. Digital technology provides a techno-driven way to research and
plan in order to experience their holiday travel. This is because the availability of variety of
information will help people in deciding the activities, destination and other things so that they
can imagine the level of happiness they get while traveling at such place. Hence digital
technology is consider as most favorable factors for the players that are operating in Travel and
tourism industry. This is because by integrating the operation with the help of digital technology,
they become able to create brand recognition among its customer by communicate with them
through several sources. In addition to this, tourism related organization also become able to
attract larger number of customer toward its services by providing variety of information
regarding its services and offer online booking and purchasing of services which in turn
minimizes the time and make the process easier.
Benefits that British Airways get by using digital technology
As per the view point of Surabhi Ghosh Chatterjee, 2017, the airlines industry has
experience an immense shift in a way it perform its operations just because of new as well as
exciting technologies that are contribute toward improving the airlines landscape. With the time
British airways started utilising the digital technology for its operations it become able to
enhance its customer base which in turn increases its profit growth and improve existence in
marketplace. There are number of benefit that British Airways is experiencing after adopting
digital technology in term of performing its operations such as:
 Increase in operational efficiency:- Thee are number of issues that British airways was
facing such as flight delays, unplanned maintenance, operational efficiency which all
increasing the cost of company. To minimise this British Airways has started using
digital technology which reduces the instance of operational malfunction. For example, it
notify the engineers on maintenance need before a plane touches down by using digital
twins stimulating the wear and tear aircraft's systems and parts. Personalisation:- Digital technology supported British airways in providing more
personalised services to its customers by providing more customised interaction and
personalised solution with the help of e-commerce and social media channels. British
Airlines provide its customer to have access over their website and book their services by
going through deal information regarding it. Instead of this they can also interact with
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customer for getting their feedback and resolving issues by communicating with the help
of social media platform that contribute toward enhancing the brand image.
Relationship between growth of British Airways and digital technology
According to the information provided by Forst & Sullivan, 2019, digital transformation
is the major focus area for airlines these days as digital tools support them in growing direct or
indirect revenue, improve passengers experience, optimise cost and advance growth prospects.
British Airways is investing more in innovative products and technologies with an aim to bring
new cost items for meeting passenger expectations due to increase in heavy competition. With
the help of digitalisation of operations, British Airways become able to improve its brand image
in Fornt of customer. As by using digital technology it become able to improve its operational
efficiency by reducing the delays in flight, scheduling regular maintenance, providing more
convenience to customer while travelling, offering online booking services, promotion of
offering etc. These all contributed toward improving the brand image of British Airways in
market place that help in attracting larger number of customer toward the offerings of company.
This further supported in increasing the market share which contributed toward reducing the
competitive risk Form the market and leads to greater success of British airways. Technologies
like biometric, block-chain, virtual reality, augmented reality, internet of things and big data as a
part of digital transformation help in retaining and enhance their position within marketplace.
These all supported in improving the operational efficiency which leads to success of British
Airways in marketplace.
1.4 A research project specification.
Research project specification is an overview of areas that will be covered within the
investigation and reason for considering them in report (Dickinson and et. al., 2014). This will
help reader in determining the manner in which a particular investigation has been performed.
This report includes following points:
 Introduction:- This section contains a description regarding the topic of investigation
along with its scope, significance and rationale behind selection of topic. Introduction
part also contains the aim and objective behind this report.
 Literature Review:- It contains a critical review of topic and objectives to develop an
understanding related with area of investigation so that further research can be performed
to gather primary information (Hernández-Méndez and. et. al., 2015).
4

 Research Methodology:- This section contains detail information regrading the number
of tools and technique that are used to gather, evaluate and interpret the information
along with reason behind their selection.
 Data analysis & Interpretation:- Under this section the researcher will evaluate and
interpret the data which has been gathered with an aim to conclude the findings.
 Conclusion & Recommendations:- This section includes a summary of findings
regarding the issue over which a report is based in order to recommend the ways to
overcome them (Živković, Gajić and Brdar, 2014).
1.5 An appropriate plan and procedures for the agreed research specification.
For performing investigation effectively, researcher must prepare a proper plan or
procedure for ensuring that work move in right direction and performed in systematical manner
(Liberato and. et. al., 2017). In order to present this plan a tool named as Gantt chart will be used
which is pictorial representation of set of activities that is to perform throughout the investigation
along with time taken by them.
5

TASK 2
2.1 Match resources efficiently to the research question or hypothesis
For performing research effectively there are number of resources that are required by
researcher such as financial assistance, human resources, internet connection etc. which support
in performing investigation effectively. By proper utilisation of these resources, aims as well as
objectives can be achieved that will assist in analysing the changes in effective manner. The
research questions and resources for investigation holds up a direct relation as the resources help
in accomplishing the aims and objectives effectively (McCabe, 2014). The current investigation
includes a detailed description regarding the influence of digital technology over the growth of
British airways which is the main aim of investigation. There are certain objectives of
investigation that are required to be addressed first as they support researcher in achieving the
aim of investigation.
6

Apart Form this, there are certain techniques that are used to perform investigation which
support in completing the research objective in effective manner. These are mentioned below:
Research philosophy:- The research philosophy provide a detail introduction about the
manner in which information is being gathered for evaluation, interpretation and conclusion of
findings. Research philosophies are of three type such as positivism, interpretivism and
pragmatic. For this investigation interpretivism philosophy will be used as it is effective for
qualitative method as it help in evaluating the gathered information effectively for reaching to a
conclusion.
Research approach:- It is considered as study of complete plan and procedure to
determine step by step process of analysing the collected information for successful completion
of study (Oliveira and Panyik, 2015). The research approach are of two type such as inductive or
deductive. In this investigation inductive approach will be used as the research is based on
qualitative mean of investigation.
Source of data:- The information for investigation is gathered Form two sources such as
primary and secondary. The primary data is one in which fresh information is gathered that not
yet been investigated by another person previously. It is collected through methods like
interview, questionnaire etc. The secondary investigation is one in which information used is
already gathered by some another person Form sources like book, journal, articles etc. For this
investigation both methods will be used where primary data collected through questionnaire and
secondary information is gathered through literature review.
Research design:- A research follows a specific design that help in presenting
information within systematic and more authenticated manner (Roblek, Stok and Mesko, 2016).
The research design are of three type such as descriptive, exploratory and experimental. In this
investigation descriptive method will be used as it help in performing in-depth investigation that
support in getting knowledge regarding influence of digital technology over growth of British
Airways.
2.2. Undertake the proposed research investigation in accordance with the agreed specification
and procedure
Research is refers to the study of a particular topic by gathering data Form different
sources. There are basically two sources through which information is gathered i.e. primary and
secondary sources of data (Standing, Tang-Taye and Boyer, 2014). In primary source the
7

information is collected by the investigators themselves for the first time using sources like
questionnaire, interview, focused group etc. This method support in gathering fresh and more
relevant information by gathering the view of respondents.
Under this investigation for gathering primary information questionnaire will be used that
involve set of questions related with digital technology and its influence over British airways.
The questionnaire is presented below:-
Questionnaire
Candidate Name:
Age:
Contact number:
Country:
Q1 Are you aware about the concept of digital technology in context of travel & tourism?
a) Yes
b) No
Q2 Do you think that suitable use of digital technology is effective for the operational
development of British airways?
a) Yes
b) No
Q3 Which kind of influence does digital technology have over the operations performed
by British Airways ?
a) Increase connectivity
b) Passenger empowerment
c) Improved security
Q4 What are the several benefits that British Airways get after adoption of digital
technology?
a) Customer personalized services
b) Improved customer support
c) Integrating with partners
Q5 Which among the following are most benefited unit of British Airways with the
implementation of digital technology?
8

a) Operational department
b) Customer support unit
c) Finance departments
Q6 Which kind of developments the travel & tourism companies get after adopting the
digital technology?
a) Easy reach to customer
b) Knowledge about latest trends
c) Quick feedback
Q7 In what ways does digital technology supported British airways in achieving growth
and success at marketplace?
a) Prediction about weather
b) Proper communication among departments
c) Simplifying of operations
Q8 What are the biggest challenges British Airways go through while implementation of
digital technology?
a) Frequent change in technology
b) High Training cost and time
c) Lack of employee participation
Q9 Recommend the measures to be taken by British Airways for effective utilization of
digital technology for achieving higher growth.
2.3. Record and collate relevant data where appropriate
Sampling is defined as the process of selecting group of people in a manner that represent
whole population for gathering more authenticated and reliable information. The sampling
method are of two type such as probabilistic and non-probabilistic method (Werthner and. et. al.,
2015). Among which probabilistic method is one which sampling is performed as per the choice
of researcher and in non-probabilistic method the respondents are selected without any kind of
bias behavior. In this investigation random sampling will be used non-probabilistic method for
selecting respondents to gather information. For this investigation 40 respondents are taken and
those are employees of British Airways.
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TASK 3
3.1 Use of appropriate research evaluation technique for study.
In order to perform investigation effectively it is very essential for a researcher to adopt
an appropriate research evaluation technique that support in getting effective results of
investigation. The evaluation techniques are mentioned below:
Formative assessment:- It is one of the most crucial part of investigation that help in
gathering of information, range of formal and informal assessment procedure which is performed
by investigator (Xiang, Magnini and Fesenmaier, 2015). It is considered to be an effective
evaluation that help in creating an understanding about the findings of investigation.
Summative assessment:- This assessment work toward determining the student's
learning after the completion of education unit by comparing it with the standard or criterion
fixed by them.
Type of investigation:- There are basically two type of investigation such as qualitative
and quantitative. In which qualitative investigation focuses toward collecting information under
theoretical framework to provide in-depth information regarding particular area of concern
(Zekanovic-Korona and Grzunov, 2014). On other side quantitative investigation is one in which
information is gathered in statistical facts and figure to provide accurate information about
particular area of study. For this investigation qualitative method of investigation will be
adopted.
3.2 Analysis and interpret results for determining original specifications.
Theme1: The concept of digital technology in context of travel & tourism
Q1 Are you aware about the concept of digital technology in
context of travel & tourism?
Frequency
a) Yes 30
b) No 10
10

Interpretation:- The digital technology within travel & tourism industry is now become
very common which support them in improving the operations and performing it on timely
manner. By performing investigation over this it has been found that 30 out of 40 respondents
are aware about the digital technology and its use in context of travel & tourism sector. But 10
respondents said that they are not aware about the concept of digital technology and role it plays
within the travel & tourism sector.
Theme 2: Use of digital technology are effective for the operational development of British
airways
Q2 Do you think that suitable use of digital technology is effective
for the operational development of British airways?
Frequency
a) Yes 30
b) No 10
11
a) Yes b) No
0
5
10
15
20
25
30
30
10
Frequency

Interpretation:- As per the above mentioned information it has been interpreted that 30
out of 40 respondents think that the effective utilisation of digital technology helps in operational
development of British airways. This is because with the help of digital technology the
operations get improved and simplified. On the other side 10 respondents said that digital
technology is not much effective for operational development of British airways as the
performance of employees matters.
Theme 3: Influence of digital technology over operations performed by British Airways
Q3 Which kind of influence does digital technology have over the
operations performed by British Airways ?
Frequency
a) Increase connectivity 20
b) Passenger empowerment 10
c) Improved security 10
12
a) Yes b) No
0
5
10
15
20
25
30
30
10
Frequency

Interpretation:- Digital technology has a great influence over the operations performed
by British airways and by performing investigation over this it has been found that it contribute
toward the growth and success of company. The information presented above it has been found
that 20 out of 40 respondents said that it help in increasing the connectivity through which
consumers can book their tickets Form anywhere anytime. But 10 respondents said that digital
technology support in getting passenger empowerment by providing more customised services.
Despite of this 10 respondents said that digital technology help in improving the security
practices of British Airways that help in building up customers trust.
Theme 4: Several benefits that British Airways get after adoption of digital technology
Q4 What are the several benefits that British Airways get after
adoption of digital technology?
Frequency
a) Customer personalized services 20
b) Improved customer support 10
13
a) Increase connectivity
b) Passenger empowerment
c) Improved security
0
2
4
6
8
10
12
14
16
18
20
20
10 10
Frequency

c) Integrating with partners 10
Interpretation:- Form the information presented above it has been interpreted that 20 out
of 40 respondents said that digital technology benefited the British airways by providing them an
option to offer most personalised services to customers. On the other side 10 respondents said
that British Airways be able to improve their customer support services after adopting the digital
technology as it make it possible to attend multiple issues on single time. But despite of all this
digital technology also supported company in improving its customer support services which
contribute toward developing a customer base for longer time period. But another 10 respondents
said that it supported British Airways in integrating with partners.
Theme 5: Most benefited unit of British Airways with the implementation of digital
technology
14
a) Customer personalized services
b) Improved customer support
c) Integrating with partners
0
2
4
6
8
10
12
14
16
18
20
20
10 10
Frequency

Q5 Which among the following are most benefited unit of British
Airways with the implementation of digital technology?
Frequency
a) Operational department 10
b) Customer support unit 20
c) Finance departments 10
Interpretation:- As per the above presented information it has been found that 10 out of
40 respondents said that with the adoption of digital technology, operational department of
British airways has highly get benefited as their work get simplified. But 20 respondents said that
customer support unit is highly get benefited as they become able to resolve customer issues
much effectively. But 10 respondents said that finance department is more benefited with digital
technology by simplifying the operations of budget preparation and allocation.
Theme 6: Developments the travel & tourism companies get after anticipation of digital
technology
15
a) Operational department
b) Customer support unit
c) Finance departments
0
2
4
6
8
10
12
14
16
18
20
10
20
10
Frequency

Q6 Which kind of developments the travel & tourism companies
get after adopting the digital technology?
Frequency
a) Easy reach to customer 20
b) Knowledge about latest trends 10
c) Quick feedback 10
Interpretation:- According to the above mentioned information it has been found that 20
out of 40 respondents said that digital technology help in enhancing the reach to customers of
British airways. But 10 respondents said that digital technology help in developing
understanding regarding the latest trends or expectation of customer toward company so that
services can be provided as accordingly. But 10 respondents said that company become able to
get quick feedback with the utilisation of digital technology.
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a) Easy reach to customer
b) Knowledge about latest trends
c) Quick feedback
0
2
4
6
8
10
12
14
16
18
20
20
10 10
Frequency

Theme 7: Digital technology supported British airways in achieving growth and success at
marketplace
Q7 In what ways does digital technology supported British
airways in achieving growth and success at marketplace?
Frequency
a) Prediction about weather 10
b) Proper communication among departments 20
c) Simplifying of operations 10
Interpretation:- According to above mentioned information it has been interpreted that
10 out of 40 respondents said that digital technology support British airways in improving their
operation by providing an option to predict the condition of weather so that information
regarding the delay of flight can be provided to passengers as quickly as possible. On other side
20 respondent said that digital technology supported in improving the communication among
departments which reduces the chances of getting operations affected. Despite of this 10
17
a) Prediction about weather
b) Proper communication among departments
c) Simplifying of operations
0
2
4
6
8
10
12
14
16
18
20
10
20
10
Frequency

respondents said that digital technology help in reducing the complications within work by
simplifying the operations.
Theme 8: The biggest challenges British Airways go through while implementation of
digital technology
Q8 What are the biggest challenges British Airways go through
while implementation of digital technology?
Frequency
a) Frequent change in technology 20
b) High Training cost and time 10
c) Lack of employee participation 10
Interpretation:- As per the above mentioned information it has been found that 20 out of
40 respondents said that the biggest challenges that British airways has faced while
implementation of digital technology is frequent changes in technology. But 10 respondents said
that high training cost is the biggest challenges as the technology implemented are hi-tech and
harder to manager without proper knowledge. But 10 respondents said that Lack of employee
participation is the major challenges that affected the British Airways as staff take less interest in
using new things which make their work complicated.
18
a) Frequent change in technology
b) High Training cost and time
c) Lack of employee participation
0
2
4
6
8
10
12
14
16
18
20
20
10 10
Frequency

3.3 Make recommendation and further area for consideration
As per the above performed investigation it has been found that there are number of
challenges that British Airways faces while using digital technology which also affect the
operations. Hence in order to avoid such challenges and achieve higher growth following
measure are recommended that support in effective utilization of digital technology:
 British airways must regularly arranging training sessions for its employees to develop
understanding of them regrading the use of digital technology which help in reducing the
chances of error.
 The company should use advance technology for ensuring safe and secure journey to the
customers which help in building up trust that further enhance the customer visit and
British Airways will be able to gain higher growth.
TASK 4
Covered in poster
CONCLUSION
Form the above performed investigation it has been found that digital technology plays a
crucial role within the growth and success of Airlines industry. This is because it support in
enhancing the connectivity through which information can be easily transferred to customers
regarding the flight timing, facilities available, charges and other benefits that customers get. In
addition to this it also support Airlines to improve their operations by providing them several
tools and techniques through which they can predict the situation of weathers and adjust flight
timing accordingly that minimises the chances of issues occurrence so that proper satisfaction
can be provided to them .
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