Digital Technologies Impact on TUI's Business

The assignment consists of 7 themes, with respondents' views on the impact of digital technologies on TUI's business. Themes include the importance of digital technologies for business growth, concerns about technology taking over human interaction, lack of information about digital technologies among employees, and the benefits of content management for company websites. The summary also includes references to relevant studies and publications in the field of digital marketing and tourism.

Research Project

Table of Contents
TASK 1 .......................................................................................................................................................................................................4
INTRODUCTION.......................................................................................................................................................................................4
1.1 Aims and objectives..........................................................................................................................................................................5
1.2 Factors which contribute to the process of research project selection..............................................................................................5
1.3 Literature review ..............................................................................................................................................................................6
1.4 Research methodology......................................................................................................................................................................8
Data analysis methods: The data analysis method which will be used is qualitative data has been used. ............................................9
1.5 Plan and procedure .........................................................................................................................................................................10
TASK 2 .....................................................................................................................................................................................................12
2.1 Resources required to carry research..............................................................................................................................................12
2.2 Questionnaire.................................................................................................................................................................................13
2.3 Statistics .........................................................................................................................................................................................15
Theme 1 ....................................................................................................................................................................................................15
TASK 3......................................................................................................................................................................................................20
3.1 Research evaluation techniques......................................................................................................................................................20
3.1 Research evaluation techniques......................................................................................................................................................20
3.2 Data analysis ..................................................................................................................................................................................20
3.3 Recommendation for further consideration....................................................................................................................................28
Conclusion.................................................................................................................................................................................................30
REFERENCES..........................................................................................................................................................................................31

TASK 1
INTRODUCTION
Background of study : Digital technology has now been used in almost all types of industry whether it is banking industry, travel and
tourism industry, telecommunication industry or any other industry. Technology has however created both positive and negative
impact on various sectors. The use of technology has helped the business with reduction of cost, to enhance operational efficiency and
to provide fast and better quality service to customers. The research has been done in order to find out the impact of digital technology
in travel and tourism sector.
In order to conduct the research in detail managers of TUI were asked to present their views on technology and its impact on
travel and tourism sector. The managers were asked to present their views on the role of technology in improving profit margin of
company, what marketing technology should be used in order to advertise services etc. with the help of conducting this research an
attempt was made to find the view and perception of managers on relation between technology and travel and tourism business.
Taking the advice of managers is one of the best way the reason behind this is that managers as operating the whole business. They
know the positive as well as negative impact of every factors which came in contact with business. Therefore taking the view of
managers will help in finding out the actual advantages and disadvantages of technology on business in this sector.
Nature of problem : Digital technology is creating a huge impact on travel and tourism sector therefore in order to find the influence
of technology on travel and tourism sectors the research will perform the qualitative investigation. As this provides consumers the ease
of finding the data . And analysing and interpreting it.
Importance of the investigation : The study is of great importance as it will help the management of TUI to find what consumer
thinks about technology and its impact on travel and tourism business. It will also help the organisation to find out marketing tools

which should be used by company. It will also help researcher to have an understanding of different factors which affect the travel and
tourism industry due to rapid use of digital technology.
1.1 Aims and objectives
Theme- The influence of digital technology in travel and tourism sector: A case study is based on TUI.
Aim:
To identify the influence of digital technology in travel and tourism sector.
Objectives:
 To determine the concept of digital technology in travel and tourism industry.
 To evaluate the significant of digital technology in travel and tourism sector.
 To suggest ways of digital technology used by TUI.
1.2 Factors which contribute to the process of research project selection
The one of the main reason behind selecting this problem is that to know that how technology creates an impact on travel and
tourism by consumer view point. As consumer are the one who helps the business to run. Changing behaviour of consumer can create
positive as well a negative impact on business. As Travel and tourism industry has been experiencing a great change due to rapid
change in technology. The costumers now prefer booking tickets by online mode rather than offline. The purchasing behaviour of
consumers is changing day by day. The way in which operation of such business is performed earlier is also changing. Theretofore in
order to find that what impact is technology is creating on travel and tourism industry this topic has been chosen.
The other reason behind choosing this topic is to find the importance of technology in travel and tourism industry. And to find
that does the use of technology by companies in this sector is beneficial to customers or not.

The questionnaire which will be used in order to find the influence of digital technology on travel and tourism industry will be
structured questionnaire which will fully focused on the digital technology and travel and tourism industry. In order to conduct study
successfully some resources will also be required such as time and money.
Scope and importance of study: the study will be helpful in understanding the influence of digital technology on TUI. It will also focus
on the importance of digital technology and role in TUI.
1.3 Literature review
According to Adina Popescu, Dan Popescu, Cristina State. (2016), Internet is changing the way in which humans
communicate. Due to evolution of internet travel and tourism industry if changing rapidly. The study has been conducted in order to
find the online presence of top tourism organisation in Romania's online market. The study will also help in finding the customer
views on elements which affect the purchasing behaviour to tourism services. As a result of this study it was found that due to lack of
online services or presence the company suffers from lack of tourist trust. The study also shows the importance of social inputs in
purchase decision. It also highlight that the online activity of organisation usually reflects their offline purchase.
As per the views of Filipa Jorge and et.al., (2018), tourism industry is facing a huge challenge due to progress in technology.
Now a days tourist are using the different methods in order to search for information and there way of buying tourism product and
services has also been changed. Therefore the authors find it essential to find the relevance of success of digital marketing tools in low
density tourism region. The study also help in analysing the improvement of knowledge in digital marketing tools which is applied in
travel and tourism industry.
Liisa Ilomaki and et.al., (2014), conducted a study on topic digital competence. Digital competence is evolving concept which
is related to development of digital technology, political aims and expectation of citizenship. In order to conduct the study the authors
has investigated about the 76 educational research articles. The main idea behind investigating the different article is to find the views
of different authors on digital competences. While study the authors has found about 34 terms which has been used in order to
describe skills and competences related to digital technology. According to authors digital competencies can be defined as to use

digital technology in a meaningful way, to evaluate digital technology critically and to motivate employees in order to participate in
digital culture.
Watkins and et.al., (2018). conducted the study in order to examine the impact of digital development on tourism industry. The
study also aims at finding advantages of information technology in promotion of e tourism. Without the portable technical means the
world community cannot be imagined. The reason behind attractiveness of internet to tourist is that they can search the places which
they want to visit, learn amount the hotels and sights and to have an view of local living condition of that particular place. It was also
found that the traveller interest have been shifting to innovations such as electronic visa and e - tickets. The tourist find it better to use
them.
According to Kinda Chebib, (2014). digital savvy and young population helps travel and tourism industry with the online
services. In order to remain competitive in market the various companies in this sector are adapting marketing strategies. The booking
pattern has also been changed now the tourists are shifting their purchasing behaviour towards mobile and tablet devices in order to
buy tickets and other products of tourism industry.
The Hanna lee and et.al., (2018). conducted a study, main idea behind the study is to develop a research model which helps to
present a tourist value seeking process with the tourism service and travel experience. The two motivational values that is smart
tourism technology and destination values are the two factors which helps in assessing the tourist happiness.
Suzanne Bearne, (2016). holds the view that now a days ticket booking has become easier . The reason behind this is
technology and high speed internet, travellers does not have to go to travel agents in order to book their tickets. They can book their
own tickets and can make their own decision regarding visiting the place of their choice by proper analysis.
Conclusion: However it can be analysed from reviewing the above literature that digital technology creates a huge impact on travel
and tourism industry. Due to rapidly changing technology the consumer purchasing behaviour of tourism product and services is also
changing day by day.

Digital technology does not only helps customers or tourist it also help organisation running or operating in this industry.
Automation and cognitive technologies helps company to increase profit margin. By adopting the advance technology company can
improve the efficiency of business.
1.4 Research methodology
Research Type: Research type are basically of two types i.e., quantitative and qualitative research. Quantitative research is a type of
research in which numbers are used in order to solve the problems. The emphasis is laid on using numerical data and drawing
inferences out of it while qualitative research is a type of research in which words, feelings, sounds, emotions and other non-numerical
data is used.
In this research qualitative data will be used in order to analyse impact of digital technology of travel and tourism.
Research philosophy : Research philosophy includes the process or way which has been used in order collect, inferred and utilize set
of data. The commonly used philosophies are positivism, interpretivism and realism. Here interpretivist approach refer to collection of
data by conducting interviews and observations. While positivism approach refers to study of society which is based on some
scientific evidence such as experiments and statistics. Realism approach can be defined as the philosophy which is totally based on
assumptions of scientific approach. In order to find the influence of technology on travel and tourism sector the study has been made
on positivism approach.
Research approach : Logical reasoning which has been choosen by researcher in order to conduct research is known as research
approach. There are two type of approaches which has been used by researcher are inductive and deductive. Inductive approach helps
researchers to create new theory based on the gathered data while deductive approach help researcher to make sure that the data which
has been collected should match with the existing theories. The research has used the deductive approach. The data has been gathered
by conducting a survey and theory has been made with align of existing theories(Nambisan, S., 2017.)
Research strategies : Nature and source which has been used in order to meet the objectives of study is known as research strategies.
On the basis of nature of study data can be qualitative as well as quantitative. And on the basis of data it can be primary or secondary.

In order to conduct the research secondary research has been used. The various literature review, books and journals have been
studied. While on the basis of nature quantitative method has been used
Time horizon : The time horizon in which research has been conducted is know as time horizon.
There are two types of time horizon one is cross sectional and other one is longitudinal. Here cross sectional refers to collection of
data from people who are similar in other characteristics but are different in terms of income levels, geographic location and age.
While longitudinal refers to collection of data from repeated observations. In this research cross sectional data has been used.
Sampling: In order to conduct the research a sample size 30 managers will be taken.
Data collection methods and instruments : Data collection includes the process which has been selected in order to gather data for
conducting the research. The tool which has been used in the study is questionnaire. With the help of questionnaire an attempt is made
to find out the influence of digital technology on travel and tourism sector.
Data analysis methods: The data analysis method which will be used is qualitative data has been used.
Diagram of research process:

1.5 Plan and procedure
ask Name Duration Start Finish
Research proposal 20 days Mon 3/25/19 Fri 4/19/19
Aim and Objectives 4 days Mon 4/22/19 Thu 4/25/19
Research methodologies 10 days Fri 4/26/19 Thu 5/9/19

Data collection 20 days Fri 5/10/19 Thu 6/6/19
Data analysis 15 days Fri 6/7/19 Thu 6/27/19
Data interpretation 10 days Fri 6/28/19 Thu 7/11/19
Results and Findings 5 days Fri 7/12/19 Thu 7/18/19
Recommendations 3 days Fri 7/19/19 Tue 7/23/19
Conclusion 1 day? Wed 7/24/19 Wed 7/24/19
Submission 1 day? Thu 7/25/19 Thu 7/25/19

TASK 2
2.1 Resources required to carry research
Research resources can be of two types primary sources as well as secondary sources. Primary sources are the first-hand
accounts which is usually collected from the actual events such as eyewitness or original literacy works. The primary resources can be
official records, letters, survey results, interviews or unanalysed statistical data. It consist of raw data or information. Whereas
secondary sources can be defined as research which is done by discussions, synthesis, evaluations.
Research resources may also include books, brouchers, magazines, newspapers, journals and electronic sources such as
internet and world wide web.
Resources required in order to collect data regarding analysing the influence of technology on travel and tourism industry are
books, journals, magazines. As well as questionnaire has also been prepared and a survey was conducted of 20 managers of same
field.
In order to have the detailed understanding of the topic a various literature reviews has been studied(Huang and et.al., 2016).
Relationship between research resources and research questions
Research resources : Research resources are primary resources as well as secondary resources.
Research questions : Research questions can be defined as answerable inquiry for a particular issue or concern. It is the first step in
the research project. Once the idea or topic has been selected regarding for research than formulation of research questions is the next
step which has to be taken.
In order to have a better understanding of topic which has been taken for conducting the research it is necessary that the
resources which has been collected in order to complete the study as well as research question which has been made should match
each other. The main idea behind this is that if both research resources and research questions are linked than it will help in successful
completion of objectives of research.

The research resources which has been used in study such as various books and journals have been studied in order to collect
knowledge regarding digital technology. And it also helps in analysing what different others thinks about the impact of digital
technology on travel and tourism sector.
While the questionnaire which has been prepared help in analysing the views and perception of different managers in
organisation. It will help to give the accurate overview of how and why does technology affects the travel and tourism industry. The
reason behind this is that managers know the working of organisation as they have to take decision with day to day activities and to
create strategies to achieve the goal and help to make survive the organisation.
The questionnaire which has been prepared after reading the books and journals. Which has help to have an insight of research
which is to be conducted as well as the question which needed to be asked.
Research Research resources
For preparation of questionnaire in order to analyse the impact or
influence of digital technology in travel and tourism various
resource has been used
Human resources- Managers in the organisation
Print resources- Books and journals
Electronic resources- Computer and modem
2.2 Questionnaire
The reason behind preparing questionnaire is to achieve the objective of research. And to provide an accurate information. A
good questionnaire helps to make the work easy for respondents as well as interviewers. In order to collect the data on analysing the

impact of technology on travel and tourism a questionnaire has been prepared which collect the question regarding how digital
technology will impact working of TUI etc. the questionnaire will help to analyse the views of managers on this topic.
About 30 managers from the same sector was asked to fill the questionnaire.
Following is the questionnaire
 Does the digital technology influence TUI?
◦ Yes
◦ No
 Does digital technology is beneficial for travel and tourism sector?
◦ Yes
◦ No
 Does profit margin is associated with use of digital technologies?
◦ Yes
◦ No
 Does digital technology play an important role for TUI?
◦ Yes
◦ No
 Do you think that employees of TUI are aware about importance of digital technologies?
◦ Yes

◦ No
 As a manager what will be the best marketing technology which TUI your company use?
◦ Advertising
◦ CRM
 What digital technology would you think is appropriate for travel and tourism industry?
◦ Content management
◦ Tracking and analytics
 What are the issues do you think that TUI will experience while using digital technology?
◦ Technical issues
◦ Lack of data security
2.3 Statistics
The following are responses of managers regarding digital technology.
Theme 1
Influence of digital technology on TUI
Do you think digital technology influence TUI?
Yes 20
No 10

Theme-2
Benefit of digital technology in travel and tourism sector
Do think digital technology is beneficial for travel and tourism sector
Yes 10
No 20
Theme-3
How digital technology helps in increasing profit margin
Do you think that increase in profit margin is associated with use of digital technologies?
Yes 15
No 15
Theme-4
Importance of use of digital technology in TUI

Do you think that use of digital technology within TUI is essential
Yes 20
No 10
Theme-5
Awareness about digital technology
Do you aware about digital technologies
Yes 12
No 18
Theme-6
Best digital technology to be used by TUI
Which digital technology according to you is appropriate for TUI
Content management 10
Tracking and analytics 20
Theme-7

Issues which TUI face while implementing digital technology
What are the issues do you think that TUI will experience while using digital technology?
Technical issues 12
Lack of data security 18

TASK 3
3.1 Research evaluation techniques
TASK 3
3.1 Research evaluation techniques
Research evaluation techniques is use to find out some appropriate results, it refers to research purpose more than specific
method. It is divided into two types formative and summative research evaluation methods. Formative evaluation technique is usually
conducted during improvement or development of the research (Perera-Diltz and Moe, 2014). It is one of the best method for finding
worth of research while project activities is forming. It allows researcher to design, instruct and well organized the aim and objectives
and work according to it. The purpose of formative research evaluation technique is to match deficiencies, so that appropriate results
can take place that permit learner to know and understand impact of digital technology upon travel and tourism industry. On the other
side summative evaluation is consider as second technique which has been used in research project based on chosen topic. It is used in
the end of research project to interpretate findings effectively. Summative research evaluation technique has been used in this report
which is appropriate for this investigation and provide better findings. It is also known as summative conclusion and evaluation based
research. It is used to frame results of the investigation procedure, finish at end of research project. This technique measures impact of
digital technology in travel and tourism sector. It is commonly attempt to remain objective and mainly complete using the quantitative
based research: questionnaire and data interpretation. With the help of several methods included in this technique researcher will
gather more and suitable information. Two examples of formative evaluation, feedback is one of the techniques that help to judge
accuracy as well as reliability of data which has been goatherd from the different sources. The another one is assessment, with the help
of providing assessment it become easy to find out accuracy of collected data.
3.2 Data analysis
Theme-1

Interpretation- Digital technology is used by several businesses in order to create new value in customers experience, business
model and internal capabilities that help in core operations effectively. According to 20 respondents digital technology affect TUI as
working under travel and tourism sector. It brings opportunities to garb the competitive advantages and increase profitability. But
according to 10 people, digital technology has negative effect on TUI as they bring many challenges which has to be faced by
company and also influenced its financial performance. As sited by author digital technology effect upon travel and tourism sector and
organizations working under it since

Theme-2
Interpretation-Digital technology is the base of two procedure, it presents in most of the areas of people’s life and have effect on its
ways of creating, communication, moving around and working with (Li, Pearce and Low, 2018). According to 10 respondent digital
technology is very beneficial for business growth and success within marketplace. With the help of using digital technology in
marketing program TUI can be able to spread information related to its services and products offer to customers effectively. As it
helps to attract peoples towards them. As sited by author, digital technology provides many benefits to organization and help to
increase profitability. But on the other hand, 10 respondents think that use of digital technology consume a lot of time and need
investment of money which directly affect financial budgets and profit margin of business.

Theme-3
Interpretation- Profit margin shows how much profit organization made after marketing and deducting costs or other
activities directly associated with manufacturing products or offering services they received revenue for. Accordant to 15 respondents
use of digital technologies within current business structure help to increase profitability or profit margin of TUI. Digital technologies
are beneficial for overall business, it supports to increase profit as well as generate market revenue than past few years as compare to
other organizations in Travel and tourism sector. It allows business to connect with its customers effectively and make them able to
identify needs and demands which help company to fulfil it. As results consumer drive towards them and help to generate profit
margin. But 15 respondents among 30 thinks that digital technology use does not contribute in increasing profit margin.

Theme-4
Interpretation- AAs sited by the author from above, digital technologies is used by travel and tourism industry and
organizations under this sector which is beneficial and essential for business growth (Soava, 2015). 20 respondents think that
technology will take over in such the ways that company will in future increase all human interaction. Digital technologies is
important for business success and progress, it able them to communicate with its target market and make them capable to understand
people’s needs and wants effectively. With the help of use of digital technologies organization will reach to their target customers

easily and provide all the information related to new services or products which they offer to them currently. More than 10 peoples
think that use of the digital technologies within firm business structure is not essential as it bring several issues or challenges.
Theme-5
Interpretation- As accordant to 18 peoples they do not have any information based on digital technology. Most of the individual
within economy or business does not have any ideas about the concept of digital technologies which might be effect on its
performance and working abilities while doing job in marketing department. It is very essential to aware peoples about digital
technologies because in recent time, it rules around the world each and every system is managed by digital technology. In order to
make cashless economy most of the countries implement technology within mobile phone in which individual can be able to pay

money or transfer from application to another person easily. Less than 18 respondents, 12 people has all the information and
knowledge about digital technologies, they are using several tools related to it which is beneficial for them.
Theme-6
Interpretation- Content management is the set of technologies and procedures that supports managing, publishing and collection of
information in any medium or form (da Costa Liberato, Alén-González and de Azevedo Liberato, 2018). When TUI accessed and
stored via computers, gather data specifically referred to as digital content. According to 10 peoples content management is
appropriate for company, it is the procedure of developing, planning, managing, evaluating and preserving all content with the
business effectively. It is beneficial for company as help to manage and produce websites and permit person without using formal
technical background in order to place content on the website. But on the other side as sited from above, tracking and analytics

technology is correct for organization rather than the other. When firm need to track its performance within marketplace, tracking and
analytics is best suited for them as help to track ads, technologies and business performance.
Theme-7
Interpretation- When TUI will use digital technology or device it run certain risk which effect on business as well as other
operations. According to 12 people’s technical issues is one of the major concerns while using digital technologies. Technical
problems are unforeseen equipment issues such as software bugs or hardware failure that make it difficult to manage or perform
desired action and function (Živković, Gajić and Brdar, 2014). When company marketing department create promotional or
advertising plan and due to some technical issues they cannot be able to accomplish it on time, it directly impact upon its market

reputation and position. But on other side 18 respondents think that technical issues is minor problem which can be solved less in time,
lack of data security while using digital technology is major issue that bring many challenges for TUI. Due to lack of data security
business can loss its financial data, personal information and employees information which is inappropriate for their growth.
Findings-
It has been found from the above analysis is that digital technology impact on TUI, it is beneficial for travel and tourism
industry as well as company. It help to attract peoples towards business and increase profit margin of TUI effectively, digital
technology is very essential for organization as stated above. But on the other hand, few people stated that digital technology have
negatively affect on business. In order to implement current technologies, management required to invest a lot of money which is not
appropriate and suitable for firm and may be influenced upon its financial performance
3.3 Recommendation for further consideration
Digital technologies bring benefits for TUI and also have some certain issues that affect I its productivity and performance
management. Thus, to improve the situation and overcome issues they must used social media tools as essential technology which
help to improve its productivity and increase profit margin. Social media is interactive computer mediated technologies that provide
facilities to share and create ideas, information, career interest and other way of expression through virtual networks and communities.
It is recommended to TUI company for using social media which is beneficial for business growth. With the help of social media tool
organization can be able to spread information about new things and drive customers towards them. They can generate awareness
among group of peoples and target market effectively which provide information about new products and attract them to purchase or
pay for it. Company place accommodation services and others as well through social media sites which is useful and beneficial for
business.

The Influence of Digital Technology in Travel and Tourism Sector
Introduction
Background
Digital technology has now been used in almost all types of industry whether it is banking industry,
travel and tourism industry, telecommunication industry or any other industry. Technology has however created
both positive and negative impact on various sectors.
Objectives:
To determine the concept of digital technology in travel and tourism industry.
To evaluate the significant of digital technology in travel and tourism sector.
• To suggest ways of digital technology used by TUI.
Research Questions:
•Do you think digital technology influence TUI?
•Do think digital technology is beneficial for travel and tourism sector
•Do you think that increase in profit margin is associated with use of digital technologies?
•Do you think that use of digital technology within TUI is essential
•Do you aware about digital technologies
•Which digital technology according to you is appropriate for TUI
Rationale of Research
The one of the main reason behind selecting this problem is that to know that how technology creates an impact
on travel and tourism by consumer view point. As consumer are the one who helps the business to run. Changing
behaviour of consumer can create positive as well a negative impact on business. As Travel and tourism industry
has been experiencing a great change due to rapid change in technology. The costumers now prefer booking
tickets by online mode rather than offline. The purchasing behaviour of consumers is changing day by day. The
way in which operation of such business is performed earlier is also changing. Theretofore in order to find that
what impact is technology is creating on travel and tourism industry this topic has been chosen.
Research methodology: Research Type: Research type are basically of two types i.e., quantitative and
qualitative research. Quantitative research is a type of research in which numbers are used in order to solve the
problems. The emphasis is laid on using numerical data and drawing inferences out of it while qualitative
research is a type of research in which words, feelings, sounds, emotions and other non-numerical data is used.
In this research qualitative data will be used in order to analyse
Theme-1
Interpretation- Digital technology is used by several businesses in order to create
new value in customers experience, business model and internal capabilities that
help in core operations effectively. According to 20 respondents digital technology
affect TUI as working under travel and tourism sector. It brings opportunities to
garb the competitive advantages and increase profitability. But according to 10
people, digital technology has negative effect on TUI as they bring many challenges
which has to be faced by company and also influenced its financial performance. As
sited by author digital technology effect upon travel and tourism sector and
organizations working under it since
Theme-2
Interpretation-Digital technology is the base of two procedure, it presents in most
of the areas of people’s life and have effect on its ways of creating,
communication, moving around and working with (Li, Pearce and Low, 2018).
According to 10 respondent digital technology is very beneficial for business
growth and success within marketplace. With the help of using digital technology
in marketing program TUI can be able to spread information related to its services
and products offer to customers effectively. As it helps to attract peoples towards
them. As sited by author, digital technology provides many benefits to
organization and help to increase profitability. But on the other hand, 10
respondents think that use of digital technology consume a lot of time and need
investment of money which directly affect financial budgets and profit margin of
business
Theme-3
Interpretation- Profit margin shows how much profit organization made
after marketing and deducting costs or other activities directly associated
with manufacturing products or offering services they received revenue
for. Accordant to 15 respondents use of digital technologies within
current business structure help to increase profitability or profit margin of
TUI.
Theme-4
Interpretation- AAs sited by the author from above, digital
technologies is used by travel and tourism industry and
organizations under this sector which is beneficial and
essential for business growth (Soava, 2015). 20 respondents
think that technology will take over in such the ways that
company will in future increase all human interaction.
Digital technologies is important for business success and
progress, it able them to communicate with its target market
Theme-5
Interpretation- As accordant to 18 peoples they do not have any information based on
digital technology. Most of the individual within economy or business does not have
any ideas about the concept of digital technologies which might be effect on its
performance and working abilities while doing job in marketing department. It is very
essential to aware peoples about digital technologies because in recent time, it rules
around the world each and every system is managed by digital technology. In order to
make cashless economy most of the countries implement technology within mobile
phone in which individual can be able to pay money or transfer from application to
another person easily. Less than 18 respondents, 12 people has all the information and
knowledge about digital technologies, they are using several tools related to it which is
Theme-6
Interpretation- Content management is the set of technologies and
procedures that supports managing, publishing and collection of
information in any medium or form (da Costa Liberato, Alén-González
and de Azevedo Liberato, 2018). When TUI accessed and stored via
computers, gather data specifically referred to as digital content.
According to 10 peoples content management is appropriate for
company, it is the procedure of developing, planning, managing,
evaluating and preserving all content with the business effectively. It is
beneficial for company as help to manage and produce websites and
permit person without using formal technical background in order to
Theme-7
Interpretation- When TUI will use digital
technology or device it run certain risk which effect
on
Kempiak, J., Hollywood, L., Bolan, P. and
Gilmore, A., 2016, May. Digital marketing and
food tourism: towards a better understanding of
food tourists’ engagement. In CHME
Conference Ulster University Belfast (Vol. 5).
Liang, S., Schuckert, M., Law, R. and Masiero,
L., 2017. The relevance of mobile tourism and
information technology: an analysis of recent
trends and future research directions. Journal of
Travel & Tourism Marketing, 34(6), pp.732-
748.

Conclusion
The research help in understanding that how technology affects the travel and tourism industry. The research proved beneficial
and have helped in analysing the various tools which is used for marketing. The report has tried to use various tools for analysing
the various factors affecting the industry.

REFERENCES
Books and Journals
da Costa Liberato, P.M., Alén-González, E. and de Azevedo Liberato, D.F.V., 2018. Digital technology in a smart tourist destination:
the case of Porto. Journal of Urban Technology. 25(1). pp.75-97.
Li, J., Pearce, P.L. and Low, D., 2018. Media representation of digital-free tourism: A critical discourse analysis. Tourism
Management. 69. pp.317-329.
Perera-Diltz, D.M. and Moe, J.L., 2014. Formative and summative assessment in online education. Journal of research in innovative
teaching. 7(1).
Soava, G., 2015. Development prospects of the tourism industry in the digital age. Revista tinerilor economişti. (25). pp.101-116.
Živković, R., Gajić, J. and Brdar, I., 2014. The Impact of social media on tourism. Singidunum Journal of Applied Sciences. pp.758-
761.
Nambisan, S., 2017. Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory
and Practice, 41(6). pp.1029-1055.
Drijvers, P., 2015. Digital technology in mathematics education: Why it works (or doesn’t). In Selected regular lectures from the 12th
international congress on mathematical education (pp. 135-151). Springer, Cham.
Joda, T., Ferrari, M., Gallucci, G.O., Wittneben, J.G. and Brägger, U., 2017. Digital technology in fixed implant
prosthodontics. Periodontology 2000, 73(1), pp.178-192.
Lee, M., Lee, S.A., Jeong, M. and Oh, H., 2019. Quality of Virtual Reality and Its Impacts on Behavioral Intention.
Popescu, A. and Popescu, D., 2016. Hashtag Progress: The Digital Fingerprint of Web 2.0 on Tourism and Hospitality Industry
Management—A Case Study for Romania. In Entrepreneurship, Business and Economics-Vol. 1 .(pp. 555-564). Springer,
Cham.
Jorge, F. and et.al., 2018, March. A Conceptual Research Model Proposal of Digital Marketing Adoption and Impact on Low Density
Tourism Regions. In World Conference on Information Systems and Technologies (pp. 528-537). Springer, Cham.
Huang, Y.C. and et.al., 2016. Exploring the implications of virtual reality technology in tourism marketing: An integrated research
framework. International Journal of Tourism Research, 18(2). pp.116-128.
Oliveira, E. and Panyik, E., 2015. Content, context and co-creation: Digital challenges in destination branding with references to
Portugal as a tourist destination. Journal of Vacation Marketing, 21(1). pp.53-74.