The impact of digital technology in travel and tourism sector: Case Study

RESEARCH
PROJECT

Table of Contents
TITLE: ............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Research project outline specifications............................................................................1
1.2 Factors that contribute to the process of project selection...............................................2
1.3 A critical review of key references...................................................................................3
1.4 A research project specification.......................................................................................6
1.5 An appropriate plan and procedures for the agreed research specification......................6
TASK 2............................................................................................................................................8
2.1 Match resources efficiently to the research question or hypothesis.................................8
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures........................................................................................................................8
2.3 Record and collate relevant data where appropriate.........................................................9
TASK 3 .........................................................................................................................................10
3.1 Use of appropriate research evaluation technique for study..........................................10
3.2 Analysis and interpret results for determining original specifications. .........................11
Theme 1: People are aware with the concept of technologies in travel sector.....................11
TAKS 4 (Covered in poster)..........................................................................................................22
Conclusion ....................................................................................................................................22
Recommendation...........................................................................................................................22

REFERENCES..............................................................................................................................23

TITLE:
"The impact of digital technology in travel and tourism sector". A case
study on Trailfinders.
INTRODUCTION
Today technology has developed so far, it changes life in every field. It includes
transportations where aeroplane help people in reaching the places in short period of interval.
Similarly, growth of mobile technology in tourism sector give various advantage to people to
travel in whole world (Adekola and Sergi, 2016). With this assistance, they can access internet,
book online services, make easy payment through e-wallets etc. The present research is going to
make an investigation on impact of technology on travel and tourism sector. For this purpose,
Trailfinders has been taken, which deals in travel sector of UK. It has specialised in tailormade
travel and near about 34 travel centres in all over the world. This assignment is majorly focuses
on implementation of mobile application in business. With this assistance, different types of
research methodologies are used to analyse its impact on business profitability.
TASK 1
1.1 Research project outline specifications
Technology has played an important role in travel and tourism sector, over the last
decade. It has made easy to promote business, reach potential customers, enhance operational
efficiencies and more. In this regard, both people and organisations can get benefits from
developed technologies, improved communication and reservations through online techniques.
This research work is based on a specific research aim, where questions are addressed by
carrying out a detailed investigation (Al-Mubaraki and Busler, 2013). In this regard, entire
activities of research are performed on basis of aims and objectives, which are designed in
beginning. This would aid researchers in carrying out investigation in appropriate and right
direction.
The essential topic of present research is: "The impact of technology in travel and
tourism sector". A case study on Trailfinders.
The project is based on the role of technology in travel and tourism sector in enhancing
growth and business success. Trailfinders is considered as a large company that deals in the
1

sector of travel and tourism and since then they are providing effective services and facilities to
its customers. Therefore, latest technologies aid this company in enhancing its business
operations and providing effective services to customers. In this regard, the main aim and
objectives of this research are given as below:-
Research Aim
To analyse the impact of digital technology on travel and tourism industries. A case study
on Trailfinders Limited.
Research Objectives
 To identify the concept of emerging digital technology in the sector of travel industries.
 To examine the impact of digital technology within the business of Trailfinders Ltd.
 To determine the benefits of digital technology for Trailfinders Ltd.
 To ascertain the barriers which may arise while implementation digital technologies
within business of Trailfinders.
Research Question
 What is the concept of emerging digital technology in the sector of travel industries.
 What is the impact of digital technology within the business of Trailfinders Ltd?
 What are the main benefits of digital technology for Trailfinders Ltd.?
 Which are the barriers that can arise while implementing digital technologies within
business of Trailfinders?
1.2 Factors that contribute to the process of project selection
It is considered as the most essential part of a research part which represents the way by
which entire activities will implement in desired manner. Some factors that contributes to the
process of project are evaluated as beneath:
Introduction: It is an initial phase of research which describes the main purpose behind
investigation. It describes the main aims and objectives which are to be achieved by conduct
various activities specifically (Birley and Moreland, 2014). This fundamental part also aid
researchers to determine the issues they have to be addressed for achievement.
Literature Review: It is the second important part of research where research questions
are addressed. For this purpose, project-makers carry out in-depth analysis by evaluating the
perception of various authors and professionals. In this regard, data is collected by using various
2

methods of secondary research. It includes books and journals, websites, newspapers and more,
where both published and unpublished data can be found.
Research Methodology: It encompasses with various tools and techniques that aid
researchers to collect, organise and analyse the data in appropriate manner. This would aid
project makers to carry out deep investigation and valid outcomes as well.
Data Analysis: It is further part of research where data is gathered either in the form of
primary or secondary data analysis. In this regard, through questionnaire and interview methods,
researchers collect accurate and reliable information (Edgell Sr, 2016). While secondary research
helps in getting detailed information from the point of views of authors and other experts on
particular topic.
Recommendation: Under this part of project, some recommendation has provided to
company by which it can make modification in business appropriately.
Conclusion: It is the last and main part of research which entails the outcomes as well as
summarised entire report. It describes what has concluded by carrying out entire activities of
research. recommendations are also provided as to make appropriate changes to addressing the
issue of the research in appropriate manner.
1.3 A critical review of key references
It is considered as the most essential part of a investigation report, which covers a
theoretical evaluation of research questions (Williams, 2014). For this purpose, view point of
professionals who have made research on same topic has been analysed. In context with present
research which is based on analysing the impact of technology on travel and tourism sector,
literature review has conducted in following manner:-
Concept of emerging digital technology in the sector of travel industries:
According to perceptions of Kounavis, Kasimati and Zamani (2012), it has evaluated that
advancement in technologies and proliferation of digital technology, have made the business of
travel industries more dynamic. People can get even more choices related to travel facilities,
personalised services as well as inspirational brands for meeting travel expectations. In this
regard, digital technology in the sector of travel industries has changed the way of searching and
booking services for people. They can book their aeroplane tickets, booking in hotels and other
travel services more easily with the help on digital technologies. Similarly, digital media like
chatbots have made an advanced dimension for taking travellers experience to next level. It helps
3

airlines and travel companies like Trailfinders to handle travellers transactions booking, boarding
passes and more easily. It includes facilitating searching and booking, enhancing tourists
experience during travel and lastly taking feedback from them as well.
Impact of digital technology within the business of Trailfinders Ltd:
As per view points of Law et. al. (2015), it has ascertained that digital technology in
travel industries explore out in three main themes- automation, authenticity and blockchain. It
aids Trailfinders in making more effective strategic changes. Here, automation focuses more on
physical tasks, where new technologies have emerged by innovations in artificial intelligence. It
has expanded automation which modifies the landscape of employment, future of work in
dynamic ways. In this regard, inter-connection of potential customers with businesses is also
essential for enhancing travel experience. Therefore, using platform of digital technology,
Trailfinders can make interaction with tourists and determine their preferences related to travel
appropriately. This would create exciting opportunities for travelling agencies, hotels and
agencies in enhancing their business (Xiang and et. al., 2015). Similarly, authenticity has also
emerged as a buzzword in travel, it helps in translating a personal connection with travellers and
places. While block-chain technology is changing the way of travel industries and how they
interact with potential customers. It provides securities related to online payments, decreases
scams and fraudulent transactions, etc. Therefore, it can be said that digital technology has
helped travel industry in providing better customer experience by knowing the needs and
requirements and providing services and facilities accordingly.
Benefits of digital technology for Trailfinders Ltd:
As per opinion and thoughts of Page (2014), it has evaluated that digital technology has
played an important role in tourism industries, in improving its services and customer
experience. It has replaced manpower with technological labour which reduces labour costs as
well as avoid customer related issues also. In the field of marketing, internet has provided
various advantages for online advertising. It includes social media, blogs and online purchasing
which give customers to avail services of travel companies more easily. Similarly, through
communication system, managers of Trailfinders can connect with multiple locations easily. By
accessing information within a short period of interval, helps in enhancing guests experience.
Here, customer's request, reservations, housekeeping information and more, can be found in
single system.
4

Similarly, mobile devices and smartphone applications part of digital technology helped
Trailfinders in providing updated information to customers. As today, 85% users use
smartphones for planning their tours and amongst them 30% use mobile apps to find best deals
(Why mobile app is important for travel industries, 2018). Therefore, by launching mobile
applications, this company can aware customers about its offers, discounts, holiday packages etc.
This will leads to enhance sales performance and profitability of business more easily. In this
regard, Trailfinders have also adopted iMOBDEV Technologies which helps developing travel
and tourism applications for substantial customer experience. Some other benefits gained by
travel companies by technology development are- Security, Relevance, Sustainability, Scalability
and Efficiency. As people trust travel operators related to protect their personal information like
credit card, contact numbers, billing address etc. Furthermore, CRM programs consolidate
customer's data, automate payments, account management and more. It leads to enhance
practices which produces highest ratings and revenue.
Barriers which may arise while implementation digital technologies
According to view points of Soteriades (2012), it has ascertained that there are different
barriers occurs when a company implement digital technologies. It includes integration issues,
budget allocation, validation of investment, disruption, training requirement, limited resources
etc. Bringing new technology within business affects other systems also. For example- To
introduce cloud technology, Trailfinders has to replace its existing infrastructure which
consumes much time and money. Similarly, budget allocation refers to another biggest challenge
in front of IT leaders of Trailfinders (8 Business technology barriers and how to overcome from
them, 2018). As implementing digital technology may required different kinds of user interface
so that connection can be done effectively. So, companies who are dealing in the sector of travel
and tourism have to make decisions related to allocation of cost at given time. It also includes
evaluating which investment in technology will give best return also. Furthermore, another major
issue that can be faced by Trailfinders is to convince investors and owners to replace existing
technologies. Here, planning and scheduling for introducing technologies consider as a challenge
if investors agreed to replace the existing techniques with new one. Along with this, managers of
Trailfinders also need to provide training to existing employees after introducing digital
technologies (Van der Wagen and White, 2018). This require much time and money for
developing required skills of workers. The present travel company also needs to arrange
5

adequate amount of resources for implementing new technologies and resolve above mentioned
barriers, in right manner.
1.4 A research project specification
Understanding the concept of technologies and its impact on business, aid researchers of
Trailfinders in enhancing its sales performance and improving efficiencies of business as well. A
research project specification plays a crucial role in managing entire activities and its result in
systematic manner. A proper outline specification helps in providing a right direction to project
makers for addressing research questions appropriately (Van Manen, 2016). For this purpose,
qualitative research technique has been used to gather relevant data. This would aid to make
research design in descriptive manner. Furthermore, for data analysis, both primary and
secondary sources are used to collect relevant and detailed information. It helps in obtaining the
views and opinion of both experts and respondents through which valid conclusion can be
drawn. Here, primary source provide methods like online and offline survey, questionnaire etc.
to collect original data. While, literature review is conducted by using methods of secondary
source such as books, journals, internet sources and so on.
1.5 An appropriate plan and procedures for the agreed research specification.
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7

TASK 2
2.1 Match resources efficiently to the research question or hypothesis.
In order to carry out an investigation, project makers use the concept of research design.
It is generally act as a framework or blueprint used to conduct specific research work. It also
describes the entire details of procedures which is necessary to obtaining desired information.
This data is mainly required to address research questions by analysing perceptions of different
respondents. Research design is also defined as set of methods for collecting and interpreting
measures of variables. In this regard, design of research explore type of study as descriptive,
experimental, exploratory, meta-analytic, correlation and more (Sharpley and Telfer, 2015).
Confirmatory research is used to tests a priori hypothesis i.e. prediction of outcomes which is
made before beginning of measurement phase. While exploratory research seeks to generate
hypothesis (posteriori) through examining a data-set. Similarly, Descriptive research helps in
obtaining research by conducting questionnaire, personal interviews and taking observations.
Furthermore, research approach is another part of project that defines as a plan or
procedure. It consists a detailed method of data collection, interpretation and analysis through
which nature of research problems can be addressed. For this process, researchers can use any
approach among two types of it, that are- Inductive and Deductive. Here, qualitative data
includes inductive approach to carry out investigation. While deductive approach is used in
quantitative data.
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures.
Quantitative research is generally uses to translate data into numerical manner, for
statistically analysing the connection between what is known and what have to be learned. It
allows researchers to generalise the result by measuring views and responses of sample
population (Tukker and Tischner, 2017). Apart from this, quantitative research is used to conduct
in-depth analysis of underlying reasons of a project. It uses secondary data to derive concepts,
models and themes. Therefore, in order to get feedback of respondents and analyse perception of
different professionals, project-makers used both qualitative and quantitative methods. In this
regard, for gathering data, primary and secondary data methods are used. In primary research is
used to collect original and reliable data. Under this process, questionnaire, online and offline
8

survey, interviews and more, methods are used to gather data. While in secondary research, data
is collected by analysing view points of different authors, who have already made investigation
on same topic. These kind of published data can be found on different websites, books and
journals, newspapers and so on.
2.3 Record and collate relevant data where appropriate.
This part of research comprises as a powerful section which gives a significant and right
direction to project-makers, for gathering reliable and accurate information. This data will help
in analysing the perception and opinion of respondents who have participated in primary
investigation. In general, this type of research is carried out by taking questionnaire method to
get feedback of participants. In context with present research, 30 respondents are taken by
project-team of Trailfinders to achieve its aims and objectives.
Questioners
Q1) Are you aware about the concept of emerging technologies in travel and
tourism?
Frequency
 Yes 28
 No 2
Q2) Do you think technology has provided benefits to travel companies in
enhancing tourism?
Frequency
 Yes 25
 No 5
Q3) Does Trailfinders need to implement digital technologies within business? Frequency
 Yes 23
 No 7
Q4) Which technology is best for Trailfinders in improving its customer
experience?
Frequency
 Chatbots 10
 Artificial Intelligence 10
9

 Cloud technology 10
Q5) What are the major barriers arise in implementing digital technology
within Trailfinders?
Frequency
 Limited Resources 12
 Budget Allocation 8
 Validation of investment 10
Q6) Does communication technology help Trailfinders in reaching its targeted
customers?
Frequency
 Yes 26
 No 4
Q7) What are the main benefits Trailfinders can gain by use of advanced
technologies in business processes?
Frequency
 Improve securities 12
 Development in Tourism 11
 Enhance sustainability of business 7
Q8) Do you think launching mobile applications aid Trailfinders in enhancing
its sales performance?
Frequency
 Yes 22
 No 8
Q9) Are you satisfied with services offered by Trailfinders? Frequency
 Yes 18
 No 12
Q10) Provide recommendation to Trailfinders for reducing the barrier which
may arise during implementation of new technologies.
10

TASK 3
3.1 Use of appropriate research evaluation technique for study.
For evaluating the desired outcomes of a research, project makers of Trailfinders have
used both formative and summative assessment methods (Kasimati and Zamani, 2012). In this
regard, concept of these methods can be evaluated as beneath:
Formative Assessment: This part of research includes methods like identification of data,
where researchers evaluate a method for making improvement. It helps in understanding how
well activities of research are being delivered.
Summative Assessment: This part states information related to effectiveness of activity.
Therefore, it is conducted after completion of research which help in determining whether such
activities are needed to be continue or should end.
In this regard, present researchers use both formative and summative assessment
technique to monitor the entire activities of research. In this regard, formative assessment is
mandatory when investigators face unexpected outcomes as well as respond to some emergent
properties. It enhances the implementation of certain project in desired manner and increase the
chance of getting better achievements. The main intention of using formative assessment it to
develop skills and knowledge of team-members. It is beneficial for developing plans for future,
continuous improvement, provide quick feedback and more. While, summative assessment
provides a guidance to complete each activity of research in desired manner.
3.2 Analysis and interpret results for determining original specifications.
Theme 1: People are aware with the concept of technologies in travel sector
Q1) Are you aware about the concept of emerging technologies in travel and
tourism?
Frequency
 Yes 28
 No 2
11

Interpretation: Today, it becomes essential for all companies dealing in travel and
tourism industry, to adopt latest technologies. It includes cloud computing, artificial intelligence,
communication system etc. With the help of these technologies, travel companies like
Trailfinders can enhance its business market more quickly. According to survey on 30
respondents, it has interpreted that major people i.e. 28 are familiar with concept of emerging
technologies. While remaining 2 users are not much aware from the same.
Theme 2: Technology helps travel companies in enhancing tourism
Q2) Do you think technology has provided benefits to travel companies in
enhancing tourism?
Frequency
 Yes 25
 No 5
12
Yes No
0
5
10
15
20
25
30
Column M

Interpretation: With development of technologies, travel companies gain various
opportunities in improving its services. They can easily make interaction with targeted
customers, analyse their demand, preference, purchasing power etc. This would help in offering
effective services to customers through which higher retention of them can be gained. It also give
benefit to organisations in enhancing tourism, through which major profitability can be earned.
In context with Trailfinders, it has interpreted from above mentioned graph that among 30
respondents, 25 are in favour with this statement. While, rest of respondents didn't support the
same in terms of tourism development.
13
Yes No
0
5
10
15
20
25
Column J

Theme 3: Trailfinders is required to adopt advanced technologies.
Q3) Does Trailfinders need to implement digital technologies within business? Frequency
 Yes 23
 No 7
Interpretation: Since competition in travel industries is rising rapidly with the changes
in business environment. Therefore, it becomes compulsory for each organisation including
Trailfinders to introduce latest technologies within business. This would lead to improve
operational activities, enhance customer experience, improve communication system and more.
According to this mention graph, it has analysed that 23 respondents out of 30 are recommended
to Trailfinders to adopt latest technologies. It will help in improving its operational activities and
enhancing sales services. Other than this, 7 users are stated that for enhancing customer services,
Trailfinders need to adopt effective strategies rather than to replace existing technologies. It
includes hiring eligible workers, make changes in organisational system and more. This would
lead to enhance productivity of workers and gain high satisfaction of tourists as well, by
providing effective services to them.
14
Yes No
0
5
10
15
20
25
Column E

Theme 4: Technologies aid Trailfinders in enhancing its customer experience
Q4) Which technology is best for Trailfinders in improving its customer
experience?
Frequency
 Chatbots 10
 Artificial Intelligence 10
 Cloud technology 10
Interpretation: Today technology has developed so far that gives advantage to
organisations in running business more appropriately. In context with travel industries, there are
various technologies available which help in improving operational efficiencies, customer
experience and more. It includes chatbots, artificial intelligence, virtual reality, internet of things
etc. By leveraging these advancement of technologies, Trailfinders can easily satisfy as well as
retain its customer base. This will aid to improve efficiencies of business and enhance
profitability as well. As per this given graph, it has evaluated that among 30 respondents, 10 are
believed that Chatbots is the best technology for Trailfinders. This provides instant support by
15
Chatbots Artificial Intelligence Cloud technology
0
1
2
3
4
5
6
7
8
9
10
Column J

mobile app, website, instant messaging and more, for responding towards customer's queries in
quick manner.
While, other 10 users are in favour with Artificial Intelligence. It will take landscape of
business by storm and owing to enormous benefits for business growth. With this assistance,
Trailfinders can pump up its business process automation. It can also strike up interaction which
are relevant to customers on individual basis. Other than this, remaining 10 respondents give
support to Cloud Technology which will help in secure personal information of customers in
confidential manner.
Theme 5: Different problems are faced by Trailfinders during implementation of
technologies
Q5) What are the major barriers arise in implementing digital technology
within Trailfinders?
Frequency
 Limited Resources 12
 Budget Allocation 8
 Validation of investment 10
16
Limited Resources Budget Allocation Validation of investment
0
2
4
6
8
10
12
Column G

Interpretation: In order to gain sustainability and thrive in a competitive marketplace, it is
crucial for Trailfinders to constantly innovate its services. For this purpose, it has to make
investment in technology on regular manner. This will lead to underpin both performance and
progress of business for winning competitive advancement. But bringing new technologies is
considered as a biggest challenges for organisations deal in travel sector. In this regard, for
identifying the best technology, managers of Trailfinders has encountered with several barriers.
It includes shortage of resources, allocation of budget and validation of investment. According to
survey on 30 respondents, 12 are believed that limited resources is the main barrier for
Trailfinders. While 8 have stated that budget allocation is the biggest issue while other 10 are in
support with validation of investment.
Theme 6: Communication technology aid Trailfinders in enhancing its customer base
Q6) Does communication technology help Trailfinders in reaching its targeted
customers?
Frequency
 Yes 26
 No 4
17
Yes No
0
5
10
15
20
25
30
Column E

Interpretation: Industries within travel sector are needed to embrace latest technologies.
As it helps in designing holiday packages more amazingly. With the help of social media and
mobile techniques, travel companies like Trailfinders can reach potential customers. Along with
this, information and communication system aid this company in making communication with
tourists. It can analyse demand, preference, purchasing power and more of customers to give
them best services. Similarly, latest technologies like chatbots and messenger app which have
already taken off at a rapid rate, aid Trailfinders in developing long relationship with travellers.
Thus, it can said that communication technology help travel agencies in improving their
operational functions and enhancing customer base as well. According to survey as shown in
above graph, among 30 respondents, 26 are in favour with the statement While remaining 4 users
didn't give same perceptions for given statement.
Theme 7: Various benefits are gained by Trailfinders after implementation of emerging
technologies
Q7) What are the main benefits Trailfinders can gain by advanced
technologies?
Frequency
 Improve securities 12
 Development in Tourism 11
 Enhance sustainability of business 7
18

Interpretation: Today marketplace has set for emerging technologies like Google
Assistant, streaming video, voice search through Siri, intelligent chatbots and more. These
advancement of technologies has vastly enriched all stages of tourists' journey. Thus, it gives
various advantages to not only travel agencies but also a country also. By giving best facilities to
tourists aid Trailfinders in developing tourism. This will aid nations to improve and increase
economy as well. Similarly, travel agencies also gain advantage to exceed customer satisfaction
and gain their retention for longer period. As per given graph, among 30 respondents 12 are
stated that improving security within business is considered as main benefits for Trailfinders.
This would can be possible by cloud storage where personal information about customers' credit
card, billing address and more, can be stored securely. While, 11 respondents have stated that
using latest technologies within travel sector help in enhancing tourism. As it will help in
providing best services to tourists and meet their requirement as well. Therefore, this will prove
beneficial for both Trailfinders and UK in developing tourism within nation. Other than this,
remaining 7 participants state that enhancing sustainability of business is the best beneficial part
of bringing technologies.
19
Improve securities
Development in Tourism
Enhance sustainability of business
0
2
4
6
8
10
12
Column C

Theme 8: Mobile applications help Trailfinders in increasing its sales
Q8) Do you think launching mobile applications aid Trailfinders in enhancing
its sales performance?
Frequency
 Yes 22
 No 8
Interpretation: In order to promote business and create awareness among customers
about services, it is beneficial for Trailfinders to develop mobile applications. By launching
mobile apps, this company can provide information to travellers about holiday packages, pricing
strategies, discounts and offers etc. This would aid in enhancing sales performance and gain high
competitive advancement as well. According to view points of 22 participants as shown in given
graph, it has interpreted that launching mobile applications help Trailfinders in enhancing its
sales performance. While remaining 8 users are in favour with same statement. They have
suggested to adopt other technologies like chatbots and messengers to develop interaction with
targeted audience and provide information about products or services. This will lead to gain high
benefits for travel agencies in enhancing their customer base.
20
Yes No
0
5
10
15
20
25
Column B

Theme 9: People are not satisfied with services offered by Trailfinders
Q9) Are you satisfied with services offered by Trailfinders? Frequency
 Yes 20
 No 10
Interpretation: In order to know about position of business or measure brand
effectiveness, Trailfinders has made a survey on 30 respondents. It has interpreted from this
survey which is shown in above graph that 20 participants are satisfied with services of
Trailfinders. While, other 20 users have demanded to create some changes in operational
services to bring efficiencies in business. By introducing technologies like mobile applications,
this agency can develop proper communication with tourists. This will aid to offer holiday
packages as per demand of targeted audience.
21
Yes No
0
2
4
6
8
10
12
14
16
18
20
Column B

TAKS 4 (Covered in poster)
Conclusion
It has concluded from this report that with development of technology, travel agency has
gained various advantage in getting satisfied customers. By using advanced technologies like AI,
Social Media, Cloud Computing and more, travel industries can bring efficiencies in their
business. This will help in enhancing tourism as well as getting satisfaction of customers. It bring
efficiencies in entire activities of business like marketing, promoting and developing connection
with potential customers. Through proper usage of technologies like chatbots and social media,
travel agencies can determine demand of tourists in appropriate manner. This would aid in
offering amazing holiday packages and providing best deals to customers. Along with this,
among all incredible technologies, Artificial Intelligence can provide better services to
customers. It includes services related to hotel bookings on given time and date, airline tickets,
transportation and more, can be analysed more better by artificial intelligence programs. Through
this assignment, it has concluded that for obtaining higher outcomes and reducing the chance of
error and risk minimisation, researchers use various evaluation techniques. It includes formative
and summative assessment methods. These techniques help in reducing errors while completing
activities and monitor each process for improving effectiveness of a project.
Recommendation
Through this research, it has been analysed that for every organization, it is essential to
implement digital technology within business. This would help in developing connection with
respective customers, promoting brand and running business smoothly. Therefore, It is
recommended to Trailfinders to launch mobile application in Asian, European and Australian
marketplace. Since in UK and other countries, there is an intense competition in travel and
tourism sector. So, by implementing digital technologies and launching mobile application,
managers of respective company can provide information about various holiday packages,
discounts and offers to targeted customers. This would help in enhancing its sales performance
and getting retention of loyal customers for longer period. In addition to this, technologies like
chatbots and different platforms of social media, its managers can develop better communication
with targeted audience. It will give opportunities to better understanding the customers related to
their preference, demands and needs for travelling a place. The main purpose behind
22

recommending digital technology to respective company is that it makes able to Trailfinders to
reach its customers. By following above mentioned recommendation, this company can get
opportunities to gain sustainability in business and gain high competitive advantage as well.
23

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