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
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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?
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