Research Project

RESEARCH
PROJECT

Table of Contents
TASK 1............................................................................................................................................1
1.1 RESEARCH SPECIFICATIONS.........................................................................................1
Background.................................................................................................................................1
Aim .............................................................................................................................................1
Objective ....................................................................................................................................1
1.2 RATIONALE OF RESEARCH............................................................................................1
1.3 LITERATURE REVIEW......................................................................................................2
1.4 RESEARCH PROJECT SPECIFICATION.........................................................................3
1.5 RESEARCH PLAN..............................................................................................................5
TASK 2............................................................................................................................................5
2.1 Match the resources efficiently to the Research Questions..................................................5
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures............................................................................................................................5
2.3 Record and Collate relevant data where appropriate............................................................6
TASK 3..........................................................................................................................................14
3.1 Research evaluation techniques..........................................................................................14
3.2 Research interpretation.......................................................................................................14
TASK 4..........................................................................................................................................17
Outcome of research.................................................................................................................17
REFERENCES..............................................................................................................................18

TASK 1
1.1 RESEARCH SPECIFICATIONS
Background
Travel and tourism of UK contributes most in increasing UK's economy around 80
percent. It creates employment opportunities for people and contributes to the GDP of the
country. To make this sector more efficient, companies adopted digital technology. Travel and
tourism adopted digital technology early and used social media strategies to increase their sales
and profit. Most of the tours and travel companies has moved online and started using digital
platforms which includes paid media, social media marketing, developing own websites etc.
Digital marketing increases social connectivity as it provide easy access and saves time. It helps
in capturing wide range of customers in low cost and also gives exposure to other companies to
adopt digital marketing methods. The digital technology adoption has increased the reach of the
industry and has contributed in the GDP of the company. It helps in creating an efficient
platform where people can write their reviews and feedback and tat is the reason digital media
marketing is based on relationships rather than transactions.
Aim
''To outline the influence of digital technology in travel and tourism sector- Case study on
Thomas Cook''
Objective
To develop understanding over concept of digital technology
To assess the importance of digital marketing in travel and tourism sector
To derive challenges which can be faced by Thomas Cook when incorporating use of digital
marketing
To recommend ways to manage proper use of digital technology in travel tourism sector
1.2 RATIONALE OF RESEARCH
The study is being carried out for academic interest as this research project will help in
understanding the impact of digital technology in tour and travel industries and will help in
understanding pro and cons of digital marketing platforms and will increase the knowledge and
will enhance the understanding of the topic . It will increase learning and will develop conceptual
understanding of the field of research. The another reason for conducting research is to assess the
importance of adopting modern technology on the place of outdated technology which helps the

company in increasing their sales and revenue and to increase their market share. The reason for
research is evaluate the importance of strategies to solve various issues that the company is
facing in implementing strategies and to get solution for the issues. The other reason for
conducting research is personal interest that includes writing, analyzing, and sharing important
information as it nourishes mind and develop logical thinking and ability which leads to
creativity and innovation. The another reason for conducting research is that it will improve
various skills like communication skills, research skills, rationality thinking and confidence as it
will involve people and communicating with them for the outcomes.
1.3 LITERATURE REVIEW
According to (Howard, and Mozejko, 2015), digital technology generates data in
electronic form and spread it to the users. Recently the use of digital technology has increased a
lot and is used by every sector. Basically digital era is the new innovation in market that is used
by companies to retain customers and to increase the business. According to (Howard, and
Mozejko, 2015), digital technology generated digital marketing which helps companies to create
specific strategy to compare present and future potential with various digital marketing tools.
Digital marketing helps in capturing market share, attracting consumers and retaining them,
providing ease in services and saves time and cost of the company that can be turn into profit and
sales.
As per the views of (Giones, and Brem, 2017), the various channels of digital
marketing used by industries are paid marketing which involves use of advertisements on
television that helps in attracting customers with innovative and creative ads. On the other hand
social media marketing uses sites like Facebook, Twitter, Instagram to promote products and
services to the customers and this can be considered as efficient means of digital marketing as it
involve less cost and reach to wide range of customers. (Dallery, Kurti, and Erb, 2015) stated
that, digital technology plays an important role in achieving growth of business.
According to (Alper, and Goggin, 2017), digital technology plays an important role in
travel and tourism sector as more than half of the population book their trips on internet and
eventually internet and mobile phone apps have changed the experiences of people and provide
ease in booking tickets. It provides platform to consumers to review the services and give
feedback which help other customers to review them and book tickets accordingly and help
companies to improve their service based on the feedbacks of customers. The other important

aspect of digital technology is big data which helps tour and travel company to segment their
expenses on campaigns based on these data to increase the efficiency and effectiveness of the
company. On the contrary (Cramer, 2015) suggested that virtual assistants also helped this tour
and travel industry to create an intellectual and personalized experience for the customers which
help the industry in attracting customers.
As per the views of (Collins, and Halverson, 2018), Thomas Cook when was
incorporating digital technology faced a lot of challenges like as it was the first company to
adopt VR to create moments of holiday at home but innovative ideas comes with a price, the
adoption of VR created a cost barrier for the company which increased the need of money and
budget for the company and occurred as an challenge. The other challenge was adopting digital
technology leads to need of less employees which created unsatisfactory employees which leads
to inefficient workforce. The another challenge while incorporating digital technology faced by
the company was response of the customers that how the customers will react to new
technologies and their use and it will create sales or will decline sales.
As per the views of (Alper, and Goggin, 2017), to manage proper use of digital
technology in travel tourism sector the company should know the taste and preferences of its
customers very clearly and should implement the technology and strategy accordingly. The
company should provide proper medical assistance to their customers in case of emergency for
free of cost. The sector should respect the emotion of its travellers and should treat them with
hospitality. The sector should adopt effective e- commerce system which will allow customers to
pay their money for ours and in case they want to cancel would pay back to the customers. The
company should use artificial intelligence and chat bots who can interact with customers and can
handle their query and can assure quick response.
1.4 RESEARCH PROJECT SPECIFICATION
Research methods
Research methods can be defined as the methods which gives an outline to researcher to
carry out the research and creating hypothesis based on the result and solve the problem. The
researcher will use qualitative method to research the topic as it will involve studies based on
theories and personal observation of the researcher. The researcher will use questionnaire
methods as well as articles and journals of other researchers to carry on the research.

Research approach
Research approach consists of steps that describes data collection, analysis, interpretation
and address the issue of the research. The researcher will use inductive approach to carrying out
research which means that it will be based on qualitative data that will include observation and
theories to carry out the research result. It will collect data based on test, pattern and theories and
will involve open ended as well as closed ended questions.
Research design
This design the detailed structure of research which includes how data will be collected,
interpreted and analyzed. The research design will use descriptive design as it will involve
observation of qualitative data and will observe natural reactions of the individuals used in
research. Descriptive design creates good sense of idea and create efficient hypotheses.
Data collection
Data collection is the process of collecting data that helps researcher to solve the problem
and figure out the answers based on the data collected. It can be collected either from primary
sources or secondary sources. The researcher will use both methods of data collection in which
researcher will ask questions to 20 students of UKBCC with the help of questionnaires which
will be source of primary data whereas in secondary data it will use articles and journals of other
researchers based on tour and tourism and study of other researchers.
Sampling
The researcher will use probabilistic method of sampling, under which it will use random
sampling method which will select 20 random students of UKBCC and will ask them open ended
as well as closed ended questions and will help in drawing conclusions.
Data analysis
The researcher will use qualitative analysis under which it will use thematic data analysis
as it will follow fix pattern and specific framework of questions. It will help researcher to gain
knowledge and have a insight on research topic.
Ethical consideration
The researcher will conduct the research with ethics and to ensure that the researcher will
focus and ensure the validity of the research and will make sure that the the research will be
completed on time. The research will conduct with honesty and no biases will be involved. The
research will be free form outer influence and pressure.