Impact of Digital Technology on Travel and Tourism Sector

This research report examines the impact of digital technology on the travel and tourism sector. It explores the concept of digital technology in modern marketing, identifies the benefits that can be attained by the tourism sector, and determines the techniques that can be used to improve efficiency. The report also discusses the use of digital technology in marketing and advertising of tourism services.

Research Project

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Research project specifications..............................................................................................1
1.2 Elements which contribute in selection of research project..................................................2
1.3 Review of key references.......................................................................................................2
1.4 Project specification...............................................................................................................6
1.5 Procedures and plan for research specification.....................................................................6
TASK 2...........................................................................................................................................8
2.1 Resources for research question............................................................................................8
2.2 Research investigation as per the set specifications..............................................................9
2.3 Gather relevant data.............................................................................................................10
TASK 3..........................................................................................................................................13
3.1 Techniques of research evaluation.......................................................................................13
3.2 Analysis of research’s results with set specifications..........................................................14
3.3 Recommendations in research.............................................................................................25
RECOMMENDATIONS...............................................................................................................25
REFLECTION...............................................................................................................................25
TASK 4..........................................................................................................................................26
4.1 Agreed format to present outcomes.....................................................................................26
Covered in poster.......................................................................................................................26
CONCLUSION..............................................................................................................................26
REFERENCES..............................................................................................................................27

INTRODUCTION
Digital technologies are determined as electronic systems, tools, resources and devices
which generates, processed or store data (Badiru, Rusnock and Valencia, 2018). Some of the
examples of such technologies are online games, mobile phones, multimedia and social media.
Digitalisation have become common now a days and on daily basis it is coming with latest
technology which is improving the functioning of an organisation as a whole. It helps in
improving the collaboration, communication, accessment to analytics data , social marketing,
content management and also improves the customer and staff experience. This research report is
based upon Center Parcs, which is a UK based business entity that provides short holiday breaks
in United Kingdom and Ireland. This research report covers aims and objectives of conducting
this research and it also includes literature review based upon it. Further, a project management
plan is prepared that includes the time, quality, risk and resources required to formulate a
research in an appropriate manner. It also includes Gantt Chart and WBS for conducting this
research in more appropriate manner. It also includes research methodologies in which various
methods are used and data is collected from different resources.
TASK 1
1.1 Research project specifications
Background
Center Parcs is a short-break holiday organisation which operates in six holiday villages
in Ireland and United Kingdom, and each of its resorts covers around 400 acres of woodland. It
provides various services such as accommodations, food, travelling and tourism packages, and so
on. As this organisation deals provides certain services, it is important for it to use various digital
technologies to carry on its business activities (Burgess, 2019). For this purpose, this research
has been conducted which will aim to bring benefits of digitalisation upon this organisation.
Aim
The aim of this project report is, “To identify the impact of digital technology upon travel and
tourism sector.”
Objectives
There are certain objectives towards which this research is conducted. These objectives are
determined as follows-
1

 To understand the concept of digital technology in modern marketing era.
 To identify the impact of digital technology upon travel and tourism organisation.
 To determine the benefits that can be attained by tourism sector with the help of digital
technology.
 To ascertain certain digitalisation techniques which can be utilised by travel and tourism
sector to improve its efficiency.
 To determine manner in which digitalisation can be used in marketing and advertising of
services of tourism sector.
1.2 Elements which contribute in selection of research project
Digital technologies has changes out the way in which people live, communicate, play and
work. The transformation in digital technologies can enhance the overall profitability, boosts up
the speed to market for company's products and services. It is important for an organisation to
use digital technologies in its various activities which will help in improving its overall
profitability and productivity (Burton and Cherry, 2018). This research is conducted in order to
understand the concept of digitalisation and its relevance in today's business. It will also help in
identifying different manners in which an enterprise can improve digitalisation and its
technologies to improve overall productivity and efficiency of an organisation.
1.3 Review of key references
A Literature review is determined as a research and evaluation regarding available
literature in chosen topic area and the given subject. It also helps to document art state in respect
towards subject or topic and surveys in respect of selected area of study. The literature review for
this research and its objectives are elaborated as follows-
To understand the concept of digital technology in modern marketing era.
As per the Vulliamy and Webb (2018), customers in today's world have vast content of
digitalisation and certain online information at their fingertips which helps them in self
navigating in form which is as per their convenience. This can be seen either regarding social
media, mobile marketing or carrying out certain information from websites that are information-
rich. It is known by customers what are required by them and when an action can be taken in this
regards. As against this backdrop, consumers are coming towards more sales conversations that
are invasive with enterprises at a later stage (Chodorow, 2018). For better engaging with
2

customers, it is important for an organisation to know how to utilise their websites in more
effective manner and to identify the way in which advantage can be taken of potential customers.
According to Red Alekemi, (2019), there are many digital technologies in the modern
marketing era that can help the organisation in improving its overall productivity and efficiency.
Latest digital technology such as artificial intelligence helps an organisation in gathering more
insight into audience through offering certain recommended engines, Chatbots, predictive search,
and so on. By using such technologies, an organisation can offer better experiences to customers
and also promote their services in more better way. Artificial intelligence is beneficial to both
customers and organisation itself. Another digital technology is virtual reality which is providing
potential to customers for experiencing a service or product before even customers make a
purchase. Cloud computing have also became very common now a days which allows team
members of an organisation to manage, access and share data which is there on common cloud
and enables them in collaborating and communication simple. For instance, G Drive is utilised in
sharing information with customers who live overseas (Davies, 2019).
To identify the impact of digital technology upon travel and tourism organisation.
According to Williamson and Whittaker (2019), digital technology had played an vital
role in travel and tourism organisations in the past decades and in today's world. Technology
helped an organisation in reducing its overall costs, improvement in its services, improving
experiences of customers and increase the overall operational efficiency. Both organisations and
customers can get benefit from improved reservations, guest servicing and enhanced
communication. Technology has resulted in replacing costly human labour with technical labour.
It helped in reducing the costs of labour and also help in eliminating the issues of customer
services.
According to Richard Watts (2019), steep travelling demands for travelling which is
driven but growth in purchasing power in emerging marketing has increase the significance of
digital experiences that helps in indicating further digitalisation that is vital part. Travelling and
tourism organisations must enhance and innovate the customers and travelling experiences for
driving revenue, maximising infrastructure and assets value and in improving the operational
effectiveness (Edwards, 2018). Moreover, digital technology leads to improved customer
experience and in embracing digital transformation that can deliver important savings and
benefits within an enterprise that helps in driving cost savings and operational efficiencies.
3

To determine the benefits that can be attained by tourism sector with the help of digital
technology.
According to Burgess, 2019, digital technology is very important in today's world and it
has various benefits which can help the organisation in achieving its overall business objectives.
The first benefit which can be enjoyed by an organisation with the help of digital technologies is
to promote its services in target market with the help of social media, email marketing, image
sharing and content marketing. Moreover, smart phones have allowed customers in receiving
certain details regarding travelling and can also book resort or travelling packages wherever they
want to travel (El-Emam and Khamis, 2019). Due to increase in online services in executing
travelling plans, online websites are required to visible enough for potential consumers in taking
access and notice. To meet objectives of travel and tourism sector, organisation must indulge in
appropriate digital technologies.
According to Chodorow, 2018, travel and tourism organisations can utilise opportunities
regarding sharing ideas of different businesses. It also helped in bringing people which are
before separated by certain geographical locations. Such business entities are dependent upon
information and in this regards technology has added a boast as people now are able to access
information regarding locations which can be visited by them in holiday relaxing and leisure
timings.
To ascertain certain digitalisation techniques which can be utilised by travel and tourism sector
to improve its efficiency.
According to Belen Vedal (2019), there are different technologies which are having large
impact upon travel and tourism organisation and these techniques has changed the overall
experience of travelling. Mobile technology is one of them which has become the tour guide,
best restaurant locator, travelling agency, map and more than it. When an reservation is made in
a hotel than this system sends the information to user regarding the tickets with the help of
Facebook messenger or gmail (Huffman, Leggett and Alves, 2018). By this customers have all
the detailed information about their trips in their hand's palms. Another technology such as Big
data which is used by hotel industries now a days in figuring out the best targets for the
marketing campaigns for their guests.
4

According to Tony Joseph ( 2019), digital technology is growing day by day in today's
world and many digital techniques are there that are changing the overall condition of an
organisation and making certain changes in it. For instance, Internet of things had opened up
certain possibilities to improve the experience of customers considerably. The travelling and
tourism sector can also leverage potential of this technology for serving customers in more
effective manner. By this, hotels can offer smart room with environmental controls to visitors
and airlines can facilitate smoothness in boarding and check-in through beacons within the
airports (Konrad and Bakker, 2018). Voice technology is considered as another digital novelty
which begin for the purpose of disrupting tourism and travelling sector, as large number of
customers can switch from typed-in search towards the voice interactions. More hotels had now
started to experiment with many devices that are voice activated.
To determine manner in which digitalisation can be used in marketing and advertising of services
of tourism sector.
According to Syed Zainul Haque (2019), there are multiple manner in which digital
technology is helping to shape advertising future in each moment. One of the most common
advertisement platform now a days is social media marketing which helps the organisation in
promoting and advertising its goods and services in social media. Applications such as Snap
chat, Facebook and Instagram are used to promote services of travel and tourism sector which
helps in grabbing many customers.
According to Tushar Singh (2019), Digital marketing is determined as advertisement oif
product, service or brands on the various digital channels such as social media, mobile
applications, email and search engines. There are various strategies which can be used by
organisations in order to promote its products and services (Oakley, 2018). The most common
among them is social media platform which allows adding videos and photos and in writing
about features of the products for which promotion is required. The second technology which
must be adopted by travel and tourism organisation is content marketing. In this, an enterprise
can write about various contents in regarding travelling and holiday packages which are provided
by these enterprises to customers. In this, an organisation must ensure to form connection with
high authority websites.
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1.4 Project specification
It refer to the ways by which the investigator assemble information. There are two manner
primary and secondary in which primary source, the researcher collect pure and first hand
information by survey, questionnaire and interviews etc. Apart from it, in secondary source, the
information is already assembled by others for their own work. In it, the investigator can gather
information by articles, books, journals, company websites, government sites, magazines etc.
1.5 Procedures and plan for research specification
Project management tools helps in assisting a team or individuals in team to organise the
work in an effective manner and in managing all the tasks and project in an appropriate manner.
In this research, there are two tools which are utilised for conducting it, which are Gantt Chart
and WBS structure (Petrie, Jones and Murrell, 2018).
WBS Structure- Work Breakdown Structure is determined as hierarchical structure that is used
in outlining project and after it in breaking down it in small parts which can be manageable. This
also helps in elaborating and explaining project work in more effective and appropriate manner.
Gantt Chart- This project management tool is a technique which helps in scheduling a specific
project in an effective and appropriate manner (Polonsky and Waller, 2018). It also helps to
show the dependency relationship that is between the current schedules activities and status.
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7

TASK 2
2.1 Resources for research question
Resources and Hypothesis
For this research project use of a range of resources and hypothesis is made which
includes efficient human resources to perform the various activities and task while conducting
this research. Beside this, use of financial resources together with various statistical tools and
techniques are made to achieve the objectives of this research. The various hypothesis and
presumption made for this research includes collection of most authentic data that is not biased
and reflects the true mindset and perception of respondents.
Research Questions
 What is the concept of digital technology in modern marketing era?
 What is the impact of digital technology upon travel and tourism organisation?
 What are the benefits that can be attained by tourism sector with the help of digital
technology?
8

 Which digitalisation techniques can be utilised by travel and tourism sector to improve its
efficiency?
 How digitalisation can be used in marketing and advertising of services of tourism
sector?
2.2 Research investigation as per the set specifications
Questionnaire- It refers to a research instrument that consists of a questions series in order
to gather data and information from the selected respondents (Takahashi, Indulska and Steen,
2018). Here, a questionnaire is prepared for this research project and 30 respondents are selected
which are stakeholders of Center Parcs. Following is the questionnaire which is prepared and all
the answers from respondents are recorded as follows.
Questionnaire
Name:
Age:
Gender:
Email id:
Q1) Do you understand the concept of digital technology?
a) Yes
b) No
Q2) What is the best digital technology that can be used by Center Parcs to improve its
business processes?
a) Cloud Computing
b) Big data
c) Artificial Intelligence
d) All of them
Q3) Which digital technology is best suitable for Center Parcs to promote its travelling
services among customers?
a) Social media marketing
b) Content marketing
c) E-mail marketing
9

Q4) Do you agree that digital technology will benefit the organisation?
a) Agree
b) Disagree
Q5) What are the benefits of digital technology upon Center Parcs?
a) Improve promotions
b) Improves productivity
c) Enhances efficiency
d) Competitive
e) All of the above
Q6) Do Center Parcs requires any new digital technology in its business operations?
a) Yes
b) No
Q7) Is Center Parcs is ready to use latest trends of digital technology?
a) Yes
b) No
Q8) What is the importance of digital technology in today's modern marketing world?
a) Facing competition
b) Improves customer's experience
) Both
Q9) What is the factor that must be considered by Center Parcs before bringing any new
digital technology in its business?
a) To indulge in market research
b) To determine available funds
c) To identify its size
d) All of them
Q10) What digitalisation strategy can be utilised by travel and tourism sector to improve
its efficiency?
a) Influencer marketing
b) Search engine optimisation
Q11) Any recommendation for Center Parcs related with the concept of digitalisation.
10

2.3 Gather relevant data
11

Q1) Do you understand the concept of
digital technology?
Frequency
a) Yes 25
b) No 5
Q2) What is the best digital technology that
can be used by Center Parcs to improve its
business processes?
Frequency
a) Cloud Computing 4
b) Big data 6
c) Artificial Intelligence 5
d) All of them 15
Q3) Which digital technology is best suitable
for Center Parcs to promote its travelling
services among customers?
Frequency
a) Social media marketing 15
b) Content marketing 10
c) E-mail marketing 5
Q4) Do you agree that digital technology will
benefit the organisation?
Frequency
a) Agree 26
b) Disagree 4
Q5) What are the benefits of digital technology
upon Center Parcs?
Frequency
a) Improve promotions 3
b) Improves productivity 6
12

c) Enhances efficiency 3
d) Competitive 3
e) All of the above 15
Q6) Do Center Parcs requires any new digital
technology in its business operations?
Frequency
a) Yes 18
b) No 12
Q7) Is Center Parcs is ready to use latest trends
of digital technology?
Frequency
a) Yes 20
b) No 10
Q8) What is the importance of digital
technology in today's modern marketing
world?
Frequency
a) Facing competition 5
b) Improves customer's experience 10
c) Both 15
Q9) What is the factor that must be considered
by Center Parcs before bringing any new
digital technology in its business?
Frequency
a) To indulge in market research 5
b) To determine available funds 5
c) To identify its size 5
d) All of them 15
Q10) What digitalisation strategy can be
utilised by travel and tourism sector to improve
Frequency
13

its efficiency?
a) Influencer marketing 10
b) Search engine optimisation 20
TASK 3
3.1 Techniques of research evaluation
It involves particular techniques that are accepted in investigation process to gather, collect
and evaluate information. It defines those tools which are utilised to assemble equate data in a
particular research study (Roberts-Holmes, 2018). Basically it is a process of investigation by
using different methods like survey, questionnaires, group discussion and interviews etc. So that
the firm can collect appropriate information regarding the research project. It is crucial because it
help in solving different planning and operational issues and conflicts. It consist decision making
and consider the study of cause and effect relationships among several components and assist to
find out behaviour and trends in certain factors.
Research Philosophy-It is belief about the manner in which information about a
phenomenon should be collected, analysed and utilised. There are two main positions which are
known as positivism and interpretive by which the data can be assembled and utilised in the
research project (Rogers, Carr and Hickman, 2018). This research project, the investigator use
interpretive research philosophy for the completion of the research project.
Research Approach- It refer to plans and procedure for research that span the steps from
broad anticipations to elaborated methods of data collection, analysis and interpretation. The
overall determination consists which approach that should be utilised to study a topic. There are
two approach deductive approach and inductive approach. Deductive approach starts small and
gets bigger but inductive is totally opposite it which starts with a broad theory and then focus on
smaller. In this research project, the researcher use deductive approach.
Research strategy-It is a step by step plan of action that provides direction to the thoughts
and efforts, helping the investigator in conducting research systematically and on schedule to
produce quality results and detailed reporting. For this the investigator can use qualitative and
quantitative way for data collection. Qualitative method is non statistical and it is typically
unstructured in nature. In this method the information is assembled by focus groups, interviews
14

and reviews of documents. The information which I collected by this method is valid and reliable
(Slater, 2018) Quantitative data is statical and structured in nature. The information which is
collected by using this method is gathered by survey, books and reviews of records or documents
fro numeric information. In this research, the investigator used qualitative method for data
collection.
Use of qualitative research method is better for this research project as it provide a detailed
information about the behaviour and perspective of respondents and also facilitates easy
presentation of findings through converting them into frequency thus, yield efficient
communication of collected data.
There are two main source of information i.e. primary and secondary sources. Data is
collected from primary sources of information by making use of questionnaire as it facilitates
first hand and up-date form of data which lead to reliability of research project. Use of data from
secondary source of information is also made which includes various books, literature and online
website to support and validate the findings of primary research.
Use of questionnaire is made for the purpose of data collection instead of interviews as it
provide relatively easy way to analysis and evaluate the research findings and it is simple to
administer, beside this, use of questionnaire is also less time consuming and provide a cost
effective method of data collection.
Research sampling- It refers to a group of individuals which are selected by the researcher
from a large population for getting effective information. The sample does the representation of
the population to assure that what can be generalise the findings from the research sample. In this
research, the person select 30 employees as representatives so that the individual can collect
effective information about the research (Stylianou and Zembylas, 2019).
3.2 Analysis of research’s results with set specifications
Theme 1: The concept of digital technology.
Q1) Do you understand the concept of
digital technology?
Frequency
a) Yes 25
b) No 5
15

Interpretation: From the above graph, it has been interpreted that 25 out of 30 respondents
understands the concept of digital technology and its relevance in an organisation while the
remaining 5 are unaware about the concept of digital technology and its significance.
Theme 2: Best digital technology that can be used by Center Parcs to improve its business
processes
Q2) What is the best digital technology that
can be used by Center Parcs to improve its
business processes?
Frequency
a) Cloud Computing 4
b) Big data 6
c) Artificial Intelligence 5
d) All of them 15
16
a) Yes b) No
0
5
10
15
20
25
Frequency

Interpretation: From the above graph, it has been interpreted that 4 out of 30 respondents
thinks that the best digital technology that can be utilised by Center Parcs for enhancing business
processes is Cloud computing, 6 thinks that big data will be more beneficial, 5 thinks that
artificial intelligence can be used while 15 of them thinks that Center Parcs can use all these
technologies for improving business procedure.
Theme 3: Digital technology which is best suitable for Center Parcs to promote its
travelling services among customers
Q3) Which digital technology is best suitable
for Center Parcs to promote its travelling
services among customers?
Frequency
a) Social media marketing 15
b) Content marketing 10
c) E-mail marketing 5
17
a) Cloud Computing
b) Big data
c) Artificial Intelligence
d) All of them
0
2
4
6
8
10
12
14
16
Frequency

Interpretation: From the above graph, it has been interpreted that 15 out of 30 respondents
thinks that social media marketing is best technique that Center Parcs can use to promote
travelling services among customers, 10 thinks that content marketing can be used while
remaining 5 thinks that e-mail marketing will be more appropriate.
Theme 4: Digital technology will benefit the organisation or not.
Q4) Do you agree that digital technology
will benefit the organisation?
Frequency
a) Agree 26
b) Disagree 4
18
a) Social media marketing
b) Content marketing
c) E-mail marketing
0
2
4
6
8
10
12
14
16
Frequency

Interpretation: From the above graph, it has been interpreted that 26 respondents agree
with the fact that digital technology will benefit the organisation and 4 disagree with the same as
it will result in high cost of production by this organisation.
Theme 5: The benefits of digital technology upon Center Parcs.
Q5) What are the benefits of digital
technology upon Center Parcs?
Frequency
a) Improve promotions 3
b) Improves productivity 6
c) Enhances efficiency 3
d) Competitive 3
e) All of the above 15
19
a) Agree b) Disagree
0
5
10
15
20
25
30
Frequency

Interpretation: From the above graph, it has been interpreted that 3 out of 30 respondents
thinks that digital technology can improve promotion, 6 thinks that it can improve productivity, 3
thinks that it will enhance efficiency, 3 thinks that it will make firm competitive while the
remaining 15 thinks that it will result in all of these.
Theme 6: Requirement of new digital technology in Center Parcs's business operations.
Q6) Do Center Parcs requires any new
digital technology in its business operations?
Frequency
a) Yes 18
b) No 12
20
a) Improve promotions
b) Improves productivity
c) Enhances efficiency
d) Competitive
e) All of the above
0
2
4
6
8
10
12
14
16
Frequency

Interpretation: From the above graph, it has been interpreted that 18 out of 30 respondents
thinks that Center Parcs requires new digital technology in enhancing business operations while
the remaining 12 thinks that it do not require it.
Theme 7: Preparation of Center Parcs to use latest trends of digital technology
Q7) Is Center Parcs is ready to use latest
trends of digital technology?
Frequency
a) Yes 20
b) No 10
21
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
Frequency

Interpretation: From the above graph, it has been interpreted that 20 out of 30 respondents
thinks that Center Parcs is ready to use latest innovative tools and techniques of digital
technology while the other 10 thinks that this organisation is not prepared for it.
Theme 8: The importance of digital technology in today's modern marketing world.
Q8) What is the importance of digital
technology in today's modern marketing
world?
Frequency
a) Facing competition 5
b) Improves customer's experience 10
c) Both 15
22
a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
Frequency

Interpretation: From the above graph, it has been interpreted that 5 out of 30 respondents
thinks that in today's modern world of marketing, digital marketing is important for an
organisation to make it prepare in facing competition, 10 of them thinks that it is important to
improve experiences of customers. 15 of them thinks that it will result in both.
Theme 9: Factor that must be considered by Center Parcs before bringing any new digital
technology in its business.
Q9) What is the factor that must be
considered by Center Parcs before bringing
Frequency
23
a) Facing competition
b) Improves customer's experience
c) Both
0
2
4
6
8
10
12
14
16
Frequency

any new digital technology in its business?
a) To indulge in market research 5
b) To determine available funds 5
c) To identify its size 5
d) All of them 15
Interpretation: From the above graph, it has been interpreted that 5 out of 30 respondents
thinks that the most important factor which must be considered by Center Parcs before adopting
new digital technology is to indulge in market research, 5 thinks that determining available
funds, 5 thinks that it should identify company's size and remaining 15 thinks that it should
consider all the listed factors.
Theme 10: Digitalisation strategy that can be utilised by travel and tourism sector to
improve its efficiency.
24
a) To indulge in market research
b) To determine available funds
c) To identify its size
d) All of them
0
2
4
6
8
10
12
14
16
Frequency

Q10) What digitalisation strategy can be
utilised by travel and tourism sector to
improve its efficiency?
Frequency
a) Influencer marketing 10
b) Search engine optimisation 20
Interpretation: From the above graph, it has been interpreted that 10 out of 30
respondents thinks that the digital strategy that can be used by organisation for improving
efficiency is influencer marketing while the remaining 20 thinks that it should adopt Search
engine optimisation strategy.
25
a) Influencer marketing b) Search engine optimisation
0
2
4
6
8
10
12
14
16
18
20
Frequency

3.3 Recommendations in research
RECOMMENDATIONS
There are certain recommendations which can be made on Center Parcs regarding the use
of digital technology to improve its productivity and efficiency. These recommendations are-
 This organisation must promote its latest travelling and holiday packages on various
social media sites such as Facebook, Twitter, Instagram, and so on. This will help in
promoting and advertisement of services of this organisation which will result in increase
in number of customers all over the world.
 For the purpose of increasing traffic in its official website, Center Parcs can utilise search
engine optimisation. This will increase the quantity and quality of website traffics with
the increase in website visibility or web page towards users of search engine webpage.
 For improving the overall experience of customers, this organisation can utilise artificial
intelligence that can be helpful in predicting travelling options, completing bookings,
managing requirements of post trip and in trips and in personalising services. For
example, this company can provide face to face customer service for its customers which
will have the ability in cutting queues information and reception desks and will also result
in improving overall efficiency of a business.
REFLECTION
I am glad that I got this golden opportunity of conducting this research upon the topic
named, “To identify the impact of digital technology upon travel and tourism sector.” A case
study on Center Parcs. This research helped me to enhance my various skills such as
communication, analytical, marketing and research skills which will help me in future and can
open up various opportunities in future. While conducting this research, I have came across
many topics which results in enhancement of my knowledge. I come to know the broader
understanding about digital technology and its relevance in travel and tourism organisations.
I also have faced certain barriers such as there was scarcity of time when this research
was conducted which was resolved when me and my team members indulged ourselves in
overtime. Overall, my experience was good and if in future I got this opportunity than I will
again conduct in more appropriate manner.
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TASK 4
4.1 Agreed format to present outcomes
Covered in poster
CONCLUSION
From the above report, it has been concluded that digital technology is very important for
the growth and success of an organisation. This helps in making the enterprise more competitive
by improving the overall experience of customers. For identifying the impact of digital
technology upon a business entity, this research was conducted and its aims and objectives are
also covered in this report. Further, it includes that WBS structure will help in reducing the
complexities related to certain business activities. It also covers various research methods that
plays an important role in conducting this research. At the end a questionnaire is conducted in
this research for identifying opinions of stakeholders of enterprise upon the relevance of digital
technology in today's world.
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