The influence of digital technology in the travel and tourism sector

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
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“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
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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).
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