Research Project

Research
Project

Table of Contents
TOPIC: “The influence of digital technology in the travel and tourism sector”.............................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulate and record of possible research project outline specifications........................1
1.2 The factors that contribute to the process of research project selection...........................2
1.3 Undertake a critical review of key references..................................................................3
1.4 Produce a research project specification..........................................................................4
1.5 Appropriate plan and procedures for the agreed research specification...........................5
TASK 2............................................................................................................................................5
2.1 Match resources efficiently to research question or hypothesis.......................................5
2.2 Commence the proposed research investigation in accord with the agreed specification as
well as procedures..................................................................................................................6
2.3. Record and collate relevant data......................................................................................7
TASK 3..........................................................................................................................................10
3.1. Use appropriate ‘research evaluation techniques’.........................................................10
3.2. Interpret and analyse the results in terms of the original research specification...........10
3.3. Make recommendations and justify areas for further consideration.............................19
TASK 4..........................................................................................................................................19
4.1 Covered in poster............................................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
Appendix........................................................................................................................................22

TOPIC: “The influence of digital technology in the travel and tourism sector”.
INTRODUCTION
With the innovation in digital technologies, the rules of operating different operations like
marketing, human resource and more, completely changed in organisations. In travel and tourism
sector, technology like internet marketing helps organisations This would provide advantage to
companies to reach their targeted customers more easily (Werthner and et. al., 2015). With
introduction of digital marketing, engagement of customers with brands are continuously that
leads to increase tourism and provide a number of advantages to organisations. Through this
process, companies that deal in travel sector, can bring awareness among customers about their
latest offers, holiday packages and more. This would help in influencing travellers to take
services that ultimately generating high profitability and revenue.
The present research is going to make an investigation about how digital marketing has
reshaped and changes the way of tourism. Trailfinders is chosen for this purpose to analyse the
given concept because it deals in travel sector that operates business in many countries. This
British Company of UK has won a number of awards as the best tour operator and offers a range
of holiday packages as per demand of customers. For analysing role of internet marketing in
increasing brand image of respective company, researchers are also made specific aims and
objectives. It provides directions to accomplishment of project successfully, in predetermined
time.
TASK 1
1.1 Formulate and record of possible research project outline specifications
For carrying out research in an appropriate manner, it is necessary for project makers to
develop appropriate aims as well as objectives which provide guidelines with respect to what has
to be carried out (Terzi, 2011). It reflects the key points which have to be acknowledged for
considering a concept and formulating conclusion consequently. Therefore, this section is
important to address the issues in an appropriate manner. With respect to present research, the
aim is “To determine the influence of digital marketing on tourism industry”.
This study is based on Trailfinders Limited that is rendering their services in around 31
travel centres across United Kingdom and three in Ireland. It was founded in Mike Gooley in
1970. Due to enhanced competition within the market, they are going to use the concept of
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digital marketing so that they can have competitive edge over their rivalries. This technology
will aid them to attract more number of tourists’ for services rendered by them (Stiakakis and
Georgiadis, 2011). It will also allow travellers to have information associated with different
holiday packages which are given by this organisation according to budget of travellers. For
analysing overall advantages of digital technology, the following aims and objectives have been
formulated:
Research Aim:
“To determine the influence of digital marketing on tourism industry”. A study on
Trailfinders Limited.
Research Objectives:
 To evaluate the role of digital marketing in tourism sector.
 To identify how digital marketing helps in enhancing tourism.
 To examine the challenges faced by Trailfinders in implementing internet marketing in
business.
 To determine the benefits that Trailfinders gain by internet marketing at global level.
1.2 The factors that contribute to the process of research project selection
In order to carry out the research investigation, researchers have made following criteria that
describes entire techniques to address above mention objectives :-
 Introduction: This part introduces the purpose behind making research and process by
which it will carry over by researcher. It also defines the concept of project with specific
aims and objectives that are needed to be addressed (Standing, Tang-Taye and Boyer,
2014). It would help in analyzing what researchers are going to evaluate and which
company they have chosen for the same. To analyse the influence of digital marketing on
their operations the aims and objectives have been framed. This will furnish guidelines to
researchers like what they have to do and how it can be attained.
 Literature Review: It concerns on extracting secondary information by reviewing
various articles and journals, to address the research problems (Lo and et. al., 2011)
(Zhou, 2013). Hereby, researchers analyze view point of other authors also and gather
information to make own project successfully.
 Research Methodology: Here, different methodologies that are used for collecting
information, arranging and interpreting the same are described.
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 Data analysis: In this part, data which is gathered through a number of research
methodologies are analyzed through researcher’s point of view, by arranging in graphical
representation.
 Conclusion and recommendation: It refers to last part of research, where overall
investigated information is summarised and concluded to make recommendation for
chosen company, in resolving its issues.
1.3 Undertake a critical review of key references
The role of digital marketing in tourism sector
As per opinion of Laudon and Laudon (2015), digital marketing is considered as
elementary aspect which plays vital role within development of operations of travel and tourism
industry in an effectual manner through enhancement of operations of organisation at global
level. Tourism is referred to an activity which is of great value to economy and for the pleasure
of individuals. People opt for some time away from home, although the number of days varies
along with countries of (Jaeger, 2012). At present scenario, people are continuously making use
of digital technology specially their smart phones and social media. Therefore, organisations
associated with travel and tourism can opt for digital marketing by which they can make people
aware about services which are being offered by them to people at global market (Hudson and
Thal, 2013). Suppose Trailfinders can make use of social media platforms for improvising their
number of customers. It will provide an organisation with easy as well as reliable source of
communication through which they can interact with their customers.
Ways in which digital marketing helps in enhancing tourism
According to (Hojeghan and Esfangareh, 2011) digital marketing will assist Trailfinders
to place their orgaanisation at the top of search engine results. Travellers or individuals are more
inclined towards websites which appear on the top, for this Trailfinders can make use of tools
such as search engine optimisation by which ranking of their website can be improvised (Egger,
2013). They need to make use of all the aspects of social media like Instagram, Pinterest and
Facebook which will provide travellers to identify encouragement for their holiday destinations.
By posting the videos on social media pages in different places will lead to attract more people
as they can have the real experience of other people (Dickinson and et. al., 2014). It will aid them
to have brand awareness by having strong presence in the social media.
Challenges faced by Trailfinders in implementing internet marketing in business
3

According to Di Pietro, Di Virgilio and Pantano (2012), the biggest challenge that is
faced by travel and tourist industry i to find out what contents should be posted on social media
profiles by which parents do not get offended and essential content is also posted. For this, it is
crucial to identify target audiences. Other challenge which is faced by Trailfinders is to have an
effective time so that queries raised by individuals can be answered in appropriate time frame.
Make use of paid advertisements on social media as it will aid organisation to engage their
audiences as well as formulate a strong presence (Del Chiappa and Baggio, 2015). Reviews of
the people can be negative which might lead to decline in services which are being offered by
Trailfinders.
Benefits that Trailfinders gain by internet marketing at global level.
According to Cohen and et. al. (2014), digital marketing is primary driver of travel and
tourism at present scenario, like at resent scenario people are making use of internet to carry out
research on which place they have to visit. Around 95% of people go through the comments
which have been posted by others before they go on to carry out booking and schedule their plan
accordingly (Buhalis and Foerste, 2015). There are wide range o benefits which are provided to
an Trailfinders by the usage of digital marketing. It gives an opportunity for individuals to raise
the queries or questions directly by providing their customers with a platform for user
interactions as well as feedbacks (Brynjolfsson and McAfee, 2014). This will enable them to
share their positive and negative experience. Therefore, digital marketing depends on
relationship rather than just on transactions. Through this customers can be kept engaged in
social media. Furthermore, strategies like interesting informational posts, sharing of images,
influencer reviews etc, increases the number of visits to the page. Thereby, there is a significant
impact on performance of Trailfinders.
1.4 Produce a research project specification
Research Questions:
 What is the role of digital marketing in tourism sector?
 How digital marketing helps in enhancing tourism?
 What are the challenges faced by Trailfinders in implementing internet marketing in
business?
 Determine the benefits that Trailfinders gain by internet marketing at global level?
4

1.5 Appropriate plan and procedures for the agreed research specification.
Research Plan
Activities Wee
k 1
Week
2
Week
3
Wee
k 4
Week
5
Wee
k 6
Week
7
Week
8
Topic selection
Framing aim and
objective
Literature review
Selection of
research methods
Analyses of data
Discussion
Conclusion and
recommendation
Edition as per
feedback
Final submission
TASK 2
2.1 Match resources efficiently to research question or hypothesis
Research methodology is referred to process of collecting data for carrying out research
and make out effectual decision (Brynjolfsson and McAfee, 2012). The research can be attained
with the assistance of surveys, interviews and other research techniques which are based on both
historical as well as present information.
Research philosophy-
Research philosophy assists in acknowledging the ways through which data is gathered,
analysed and utilized for investigation purpose. This technique is utilised for interpreting the data
through which effectual outcomes can be attained from research. Generally, research philosophy
is of two types, positivism and interpretivism Bizirgianni and Dionysopoulou, 2013). This
research is carried on the basis of interpretivism philosophy that will be used for collection of
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data related with research topic by which clear interpretation can be drawn. Thereby, this tool is
effective as it renders precise information by analysing perception of writers as well as authors.
Research design-
Research design refers to framework of diverse techniques or methods that are being used
by researcher or investigator for combining various aspects of research in systematic as well as
logical manner by which research problem can be solved in an efficient manner. It generally acts
as a blue print of the measurement used by investigators for reaching out at reliable, accurate and
valid output in an appropriate manner (Benckendorff, Sheldon and Fesenmaier, 2014). Research
design mainly focuses on three types; they are descriptive, exploratory and experimental. This
research is based on descriptive research design will be used and considerably used by
investigator as it will furnish described information with respect to selected area of study as well
as research problem in a systematic and elaborated way
Ethical consideration
It is one of the most crucial factors of research that is apprehensive with rules as well as
regulations according to the activities which are involved in research activities that have to be
conducted. The researcher executes various rules for identification in between of ethical as well
as unethical behaviour of individuals (Beetham and Sharpe, 2013). This will assist them to
present the data in most significant manner for attaining goals as well as objectives of a research.
For carrying out research, researcher can make use of wide range of resources like cost, time
as well as communication. They are presented below:
Cost: It is one of the major sources for carrying out a project as without this research cannot
be carried out. There is a need of capital to conduct research in an appropriate manner.
Time: It is essential aspect that involves duration needed for investigation of report.
Therefore, for meeting the research criteria as well as hypothesis, researcher needs to have
effectual time by which they can carry out entire activities.
Communication: It is necessary requirement as by this researcher can associate or connect
with others as well as provide updates with respect to the research which is being carried out.
2.2 Commence the proposed research investigation in accord with the agreed specification as
well as procedures
Data collection-
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Information gathering refers to a technique which is used by the researcher to accumulate
information from different sources to know suitable result by examination of work, assess
theories as well as outcome. Objective of information gathering is to accumulate quality
information through which précised as well as proper results can be drawn in an effectual
manner. Actual and significant collection of data is crucial as it ascertain that potential outcome
can be reached out. This investigation is dependent on two types; they are within an investigation
work data is accumulated by primary as well as secondary sources. In this investigation both
primary and secondary tools can be utilised for collection of information. Thereby, primary
sources are effectual and will lead to carry out survey with the assistance of development of
questionnaire and secondary sources is effectual for carrying out literature review by gathering
data from, journals, published articles, books, etc.
Data sampling
It is a quantifiable examination strategy which is used for selecting, handling and analysing
information with respect to attaining the specific results. It assists the investigator about
information that has to be collected as well as evaluated. This component of sources is referred
to sample point. There exist two techniques for testing information; they are probabilistic and
non-probabilistic data sampling tools. Within this present research, data has been collected by
usage of random sampling tool and will assist to choose the respondents from entire population.
For conducting this research sample size of 20 respondents is taken into consideration for
gathering consistent information.
2.3. Record and collate relevant data
Questionnaire
Q1) Are you aware about the concept of digital marketing? Frequency
Yes 17
No 3
Q2) Do you think that digital marketing helps organisations in increasing
tourism?
Frequency
Agree 16
Disagree 4
7

Q3) How internet marketing has transformed the business activities of
Trailfinders?
Frequency
Low cost marketing strategies 5
Rise in social sharing 3
Enhancing customer base 7
Increase on-board customer experience 5
Q4) On which factor Trailfinders need to concern while introducing internet
marketing in business?
Frequency
Identify the targeted customer 7
Utilise all aspects of social media 3
Leverage visual media 6
Be specific and emphasize the target persona 4
Q5) What is the impact of internet marketing on key operations of Trailfinders
Limited?
Frequency
Reach targeted customers 6
Promotes the destination 8
Generates ratings and reviews 6
Q6) What are the key challenges of digital marketing for Trailfinders? Frequency
Manage online reputation 8
Diversification of business 7
Managing confidentiality of business 7
Q7) What are the strategies that Trailfinders need to develop to overcome from
key challenges of digital marketing?
Frequency
Investment in content marketing 7
Engage audience with business 8
Rebranding the business 7
Q8) According to you the implementation of digital marketing will prove
beneficial for Trailfinders in enhancing its customer base?
Frequency
Yes 17
No 3
8

Q9) Give some suggestions to Trailfinders in framing effective strategies to bring
digital marketing in business efficiently…
9

TASK 3
3.1. Use appropriate ‘research evaluation techniques’.
There are different research evaluation techniques which are not interpret and enable in
analysing the proper information for better understanding of project in an effective manner. It is
necessary to interpret the main as well as beneficial technique. There are different research
evaluation techniques mention below:
Formative Assessment: It assess things precisely as well as formally in coming
circumstanced for the purpose of moulding future result. It can be done through developing a
questionnaire that need to be organised in formal way. It helps in gaining the effective or
positive outcomes of research project.
Summative Assessment: It is one of the significant point that emerge after direction on
the basis of nature. It is a kind of blue print for study to identify aspects which will get examined
in proper manner. This kind of evaluation technique consists critical path system and Gantt chart
for doing methodology for project.
3.2. Interpret and analyse the results in terms of the original research specification
For interpreting the data which is gathered through primary research techniques, thematic
analysis have been chosen in following way -
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Theme 1)
Q1) Are you aware about the concept of digital marketing? Frequency
Yes 17
No 3
Interpretation: Today, digital marketing has considered as one of the important concept, that
has really transformed the way of promoting business and influence customers towards products
and services. As per the above feedback, it has been analyzed that out of 20 respondents, 17 are
familiar with concept of internet marketing and its importance in organization. While, remaining
3 are not familiar with same.
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Theme 2)
Q2) Do you think that digital marketing helps organisations in increasing
tourism?
Frequency
Agree 16
Disagree 4
Interpretation: As per above feedback of respondents that are 16 from 20, it has been
interpreted that they also agreed on concept of digital marketing play important role in enhancing
tourism. While remaining ones are not agreed with same, they have different thought that state
that digital marketing may bring more challenges of Trailfinders in running business successfully
at online level.
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Theme 3)
Q3) How internet marketing has transformed the business activities of
Trailfinders?
Frequency
Low cost marketing strategies 5
Rise in social sharing 3
Enhancing customer base 7
Increase on-board customer experience 5
Interpretation: It has been interpreted from above feedback of 5 respondents out of 20 that low
cost marketing strategies, help in transforming the business activities digitally. While 3
respondents believe that rise in social sharing give more opportunity to respective agency in
reaching towards targeted audience. Other than this, 7 are in favor with enhancement of customer
experience and rest 5 towards increase on-board customer experience.
13

Theme 4)
Q4) On which factor Trailfinders need to concern while introducing internet
marketing in business?
Frequency
Identify the targeted customer 7
Utilise all aspects of social media 3
Leverage visual media 6
Be specific and emphasize the target persona 4
Interpretation: From this mention graph, it has been interpreted that 7 out of 20 respondents,
state to identify the targeted audience is considered as main concerning factor for Trailfinders.
While 3 are forced to utilize all aspects of social media and other 6 towards leverage of visual
media. Other than this, remaining 4 are suggested to respective travel agency to be specific for
emphasizing the target persona.
.
14

Theme 5)
Q5) What is the impact of internet marketing on key operations of Trailfinders
Limited?
Frequency
Reach targeted customers 6
Promotes the destination 8
Generates ratings and reviews 6
Interpretation: From above graph, it has interpreted from feedback of 6 respondents out of 20
that reaching targeted audience is the main impact of internet marketing. While other 8 are
forced to promote destinations and remaining 6 for generating ratings and reviews.
15

Theme 6)
Q6) What are the key challenges of digital marketing for Trailfinders? Frequency
Manage online reputation 8
Diversification of business 7
Managing confidentiality of business 7
Interpretation: It has been analyzed from above graph that 8 out of 20 respondents believe that
managing online reputation of business in main key challenge of digital marketing for
Trailfinders. While managing diversification of business through online marketing is the main
key challenge for respective trail agency as per feedback of 7 out of 20 participants. Other than
this, 7 rest of them state that managing confidentiality of business is the main concerning factor
that arise challenge for Trailfinders.
16

Theme 7)
Q7) What are the strategies that Trailfinders need to develop to overcome from
key challenges of digital marketing?
Frequency
Investment in content marketing 7
Engage audience with business 8
Rebranding the business 7
Interpretation: It has been interpreted from perception pf 7 respondents out of 20 that making
investment in content marketing helps Trailfinders in overcoming from digital marketing
challenges. While 8 respondents are stated to make engagement of audience with business and
other 7 towards rebranding the business for mention company.
17

Theme 8)
Q8) According to you the implementation of digital marketing will prove
beneficial for Trailfinders in enhancing its customer base?
Frequency
Yes 17
No 3
Interpretation: It has analyzed from this graph that 17 out of 20 respondents are believed that
digital or internet marketing will help Trailfinders in increasing its online presence on online
channels. While remaining 3 are stated to develop challenges first, for improving in marketing
procedures.
3.3 Make recommendations and justify areas for further consideration
This present research is based on The influence of digital technology in the travel and
tourism sector. It is broad area of investigation that is better for an investigator to increase
knowledge and idea based related to particular area. It aids a person in increasing data collection
ability that helps an investigator in conducting an investigation significantly. There has been
various issues faced through an investigator in conducting research. It has been suggested to a
researcher that same things is being implemented in future because it will help in segregating the
activities in proper time period. It will help in perform the research activities in significant
manner and get positive outcomes.
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TASK 4
4.1 Covered in poster
CONCLUSION
It has been concluded from this research that digital technologies are referred to major
factors which have entirely altered the way in which business carry out their operations at
modern world. Through evolvement of tourist industry, digital technology has altered the way
through which travel sector operated their activities. Organisations that are dealing within this
sector will furnish quick access to tourist through which they can identify new destination for
travelling and also the suitable method to reach there. With respect to this, mobile technology as
well as digital marketing is considered as effectual way by which they can establish contact with
tourists as well as create influence on them for visiting a place. This will lead to enhancement in
tourism within country which will also create a significant impact on their economic
development.
19

REFERENCES
Books and Journals
Beetham, H. and Sharpe, R. eds., 2013. Rethinking pedagogy for a digital age: Designing for
21st century learning. Routledge.
Benckendorff, P. J., Sheldon, P. J. and Fesenmaier, D. R., 2014.Tourism information technology.
Cabi.
Bizirgianni, I. and Dionysopoulou, P., 2013. The influence of tourist trends of youth tourism
through social media (SM) & information and communication technologies (ICTs).
Procedia-Social and Behavioral Sciences. 73. pp.652-660.
Brynjolfsson, E. and McAfee, A., 2012. Race against the machine: How the digital revolution is
accelerating innovation, driving productivity, and irreversibly transforming
employment and the economy. Brynjolfsson and McAfee.
Brynjolfsson, E. and McAfee, A., 2014. The second machine age: Work, progress, and
prosperity in a time of brilliant technologies. WW Norton & Company.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of Destination Marketing & Management. 4(3). pp.151-161.
Cohen, S. A. and et. al., 2014. Understanding and governing sustainable tourism mobility:
Psychological and behavioural approaches (Vol. 43). Routledge.
Del Chiappa, G. and Baggio, R., 2015. Knowledge transfer in smart tourism destinations:
Analyzing the effects of a network structure. Journal of Destination Marketing &
Management. 4(3). pp.145-150.
Di Pietro, L., Di Virgilio, F. and Pantano, E., 2012. Social network for the choice of tourist
destination: Attitude and behavioural intention. Journal of Hospitality and Tourism
Technology. 3(1). pp.60-76.
Dickinson, J. E. and et. al., 2014. Tourism and the smartphone app: Capabilities, emerging
practice and scope in the travel domain. Current Issues in Tourism. 17(1). pp.84-101.
Egger, R., 2013. The impact of near field communication on tourism. Journal of Hospitality and
Tourism Technology. 4(2). pp.119-133.
Hojeghan, S. B. and Esfangareh, A. N., 2011. Digital economy and tourism impacts, influences
and challenges. Procedia-Social and Behavioral Sciences. 19. pp.308-316.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Jaeger, P. T., 2012. Disability and the Internet: Confronting a digital divide. Boulder and
London: Lynne Rienner Publishers.
Laudon, K. C. and Laudon, J. P., 2015. Man gement Information Systems: Managing the Digital
Firm Plus MyMISLab with Pearson eText--Access Card Package. Prentice Hall Press.
Lo, I. S. and et. al., 2011. Tourism and online photography. Tourism management. 32(4).
pp.725-731.Weller, M., 2011. The digital scholar: How technology is transforming
scholarly practice. A&C Black.
Zhou, Z., 2013. Broadband optical wireless communications. The Pennsylvania State University.
Standing, C., Tang-Taye, J. P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing. 31(1).
pp.82-113.
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Stiakakis, E. and Georgiadis, C. K., 2011. Drivers of a tourism e-business strategy: the impact of
information and communication technologies. Operational Research. 11(2). pp.149-
169.
Terzi, N., 2011. The impact of e-commerce on international trade and employment. Procedia-
Social and Behavioral Sciences. 24. pp.745-753.
Werthner, H. and et. al., 2015. Future research issues in IT and tourism. Information Technology
& Tourism. 15(1). pp.1-15.
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Appendix
Questionnaire
Q1) Are you aware about the concept of digital marketing? Frequency
Yes 17
No 3
Q2) Do you think that digital marketing helps organisations in increasing
tourism?
Frequency
Agree 16
Disagree 4
Q3) How internet marketing has transformed the business activities of
Trailfinders?
Frequency
Low cost marketing strategies 5
Rise in social sharing 3
Enhancing customer base 7
Increase on-board customer experience 5
Q4) On which factor Trailfinders need to concern while introducing internet
marketing in business?
Frequency
Identify the targeted customer 7
Utilise all aspects of social media 3
Leverage visual media 6
Be specific and emphasize the target persona 4
Q5) What is the impact of internet marketing on key operations of Trailfinders
Limited?
Frequency
Reach targeted customers 6
Promotes the destination 8
Generates ratings and reviews 6
Q6) What are the key challenges of digital marketing for Trailfinders? Frequency
Manage online reputation 8
Diversification of business 7
Managing confidentiality of business 7
22

Q7) What are the strategies that Trailfinders need to develop to overcome from
key challenges of digital marketing?
Frequency
Investment in content marketing 7
Engage audience with business 8
Rebranding the business 7
Q8) According to you the implementation of digital marketing will prove
beneficial for Trailfinders in enhancing its customer base?
Frequency
Yes 17
No 3
Q9) Give some suggestions to Trailfinders in framing effective strategies to bring
digital marketing in business efficiently…
23