Research Project

Research Project

THEME
The impact of technologies on the travel and tourism sector; A study on Thomas Cook.
TASK 1
1.1 Formulating and recording possible research project outline specification
Technological growth and development changes the way the living of individuals and
working of organisation drastically. Technologies not only aid in reducing time and efforts of
organisation but it also enhances the quality of products and services delivered to the customers
(Confos and Davis, 2016). In present era to become market leader in any sector, management
must comprehend the latest technologies and utilise it appropriately. Travel and tourism sector
greatly benefited with the enhancement in technologies. With the increase in internet, customers
can view tourist destination and can make travel decision appropriately. Many travel and tourism
organisations like Thomas Cook have developed their own website which provide sufficient
information and also gives customers an option to book their desired tour package online
instantly (Abela, 2016). This means that customers now don't have to communicate with travel
agent or middleman. This autonomy leads to the enhancement tours and travel organisation.
Despite of having immense advantages, technologies also have some drawbacks such as it
increases competition in the market sector, high level of training required for employees, etc. In
this context, the following research study will focus on analysing the influence of technologies
on the business operations of Thomas Cook. In depth analysis in form of literature review will be
established in the research study. In order to accomplish the aim and objectives of the study,
precise selection of research tools and methodology will be made and for survey purpose,
questionnaire will be used. It will be provided to students of UKCBC in order to gather their
review about impact of technology on their perception.
Research Aim
The aim of present research is “To analyse the impact of technology on the business operations
of Thomas Cook.”
Research Objectives
The underpinning objectives is summarised below:
 To understand the technologies implemented in Thomas Cook.
 To identify the impact of the implemented technologies on the productivity and
profitability of Thomas Cook.
1

 To provide recommendations for improvements that will helps the management of
Thomas Cook to enhance their business operations.
Research Question
 What are the types of technologies used at Thomas Cook?
 What are the impact of the implemented technologies on the productivity and profitability
of Thomas Cook?
 What are the ways that can help the management of Thomas Cook to enhance their
business operations?
1.2. Identify the factors that contribute to the process of research project selection
The factors that contributes to the process of research selection are explained the below- Availability of data- Availability of data is most important factor to encourage researcher
to select a specific topic to understand the impact of technologies on travel and tourism
sectors. In the selected subject, data was easily available and with the help of researcher
quality of data has been extracted. Selected subject topic is interesting and easy to collect
data. Researcher will collect all available data to prepare more effective and informative
project research. Specific Area of Interest- In selected subject researcher has specific interested area for
research. It is very essential for the researcher to research in those areas which is more
known for him or her. As the researcher has interested area of selected topic, factors of
specific subject more contributed in the project subject. Feasible subjects matter- This feasible subject matter another contributed factor to the
process of research selection. Selected subject area is feasible and on this subject
researcher can make research project. Researcher will do his or her project with more
attention on impacts of technologies in travel and tourism sectors. Researcher try to do
research more efficiently.
 Enhancing Knowledge- The selected research project on impact of technologies in travel
and tourism sectors will help to researcher to enhancing the knowledge. It will help the
researcher to collect more knowledge on the subject matter and researcher will increase
his or her knowledge in the specific selected subject field with the help of collected
information.
2

1.3. Undertake a critical review of key references
Technology is playing an important role in accomplishing the economic growth of any
country by consumers travel. The contribution of air travel means of transporting tourists to one
destination place to another destination is a most important contribution of technology in the
travel and tourism industry (Xiang, Magnini and Fesenmaier, 2015). The most development of
low cost carrier is another way of successful use of technological applications in travel and
tourism. According to Iyer, Dey and Chakraborty, (2015) new technology has changed the
tourism way. The travel and tourism sectors are always defined as a innovation and production
sector. Travel and tourism industry sectored system generally change due to changes in the
external environment. After some unexpected terrorist attacks, most of the airlines changed their
marketing plans. Some airlines started special applications like business intelligence
paraphernalia and some software. To work safely and effectively, internet technology is more
important. Internet helped airlines to reduce their cost and build a strong relation with
consumers.
Travel and tourism intermediaries do their job more effectively with the help of internet
technology. Travel suppliers have started e-tickets applications thereby allowing customers to
book their flight in advance. A consumer can search a flight and select the best option among
various and finally purchase flight tickets. Medlik, (2016) said that customers know more about
travel and tourism industry can't make money because of information gap. Long and Shi, (2017)
said that technology advancement explosion in late 20th century, customers search increasing
access a growing arrange of destination place. Promoting destination places and to attract the
tourist attention, instant reservations and collection of payments, communication technology
impact on travel and tourism industry. Via communication technology, tourism can find out
tourist destinations to convey benefits to visitors and their interest to reach at a particular
destination.
Mobile technology also influences travel and tourism sector and this is possible just
because of the e-commerce innovation. According to Kazeminia, Del Chiappa and Jafari, (2015)
customers have options view and choose various travel and tourism ads by internet surfing
through mobile phones. SMS also provide information as the booking confirmation message of
the airlines and hotel. High technological smart phones a revolution in phones industry, with the
help of these phones users can access internet service and book their flight and hotel rooms
3

online. Let's take an example: make my trip gives many online tour package options to
customers. They go on make my trip online application through their phones, view all options
and choose the best option for them. All these processes take minimum time and customers can
pay online. These smart phones are helpful for customers to use internet services and book their
package online. Through mobile technology, one can book package and other can travel services.
Kim and Kim, (2017) said that through the innovative information technologies travel
and tourism focused on customers travel purpose and provide a one best option for all travel
related services. Tourism industry must work with developed and effective information to run
their business smoothly. Trivago is the best online room booking service app. this application
gives many options on one page to compare hotels and their prices as well as select the best
service. According to da Silva, Costa and Moreira, (2018) many options on a single page is the
result of information technology innovation. This way not only save searcher time but also
money too. This kind of online booking service provide a smart customer discount. Advance
booking before 2-3 months ago of journey day give a heavy discount on airlines tickets.
Sometimes, airlines and hotels work as a partner, that's mean online flight booking and
collaborate hotel room booking with airline give discount to customers.
According to Robinson and et.al., (2016) 80% of tourists do research on Google and 52% of
travellers do online research before booking their flight and rooms. World imagination without
technology such as internet, computer and smart phones is not possible. In the past years, people
have to wait in a long queue and it can't say that they will get their tickets for the same travelling
date. But now we living in a technological world where we book our travelling tickets and hotels
rooms in advance with the help of internet and smart phones applications. Here we do not need
to stand in a long waiters line and wait for our turn. The information technology importance in
the travel and tourism sector is to received information through search, helpful to increase
company revenue, get information across to customers, delivers speed etc. Mobile phones
application provide a facility that customers can see departure time status of their flights. Room
booking in advance via different application like Make my trip, Trivago allows customers to see
current room status and what is the price of same room on other booking site. Pazini, Braga and
Gândara, (2017) said, Information technology is become part of our daily life and we take its
help in every work. Through the information technology person can search their best option with
the help of Google in a strange city.
4

Deng and et.al., (2014) said that information technology makes living stander easy and more
comfortable. People use technology for their trip planning which makes it more comfortable.
Research for tourist place, the best hotels deals, reservations from mobile and computers. Search
for best and less expensive trip easy through the tour applications like make my trip etc. Because
of the technology people do not need to do hard labour to get tickets and hotels room on time.
But Xiang, Magnini and Fesenmaier, (2015) argued that technology also harmful for society.
Most of the technologies is expensive like smart phone with good features. Every one cannot buy
these kinds of expensive technology easily. Technology can arise stress, conflicts, lack privacy
and main negative side is increase unemployment. Sometimes, bad weather can disturbed the
travel sector due to weak internet network services, customers can't get right information about
their flights and room status. Travel and tourism industry influenced by information technology
to get more business productivity in minimum time and reach the maximum customers.
1.4. Produce a research project specification
In order to prepare the research project in more efficient way, the researcher will take the help of
research methodology. Research methodology is the research framework on which researcher
done the research project more efficiently. To achieve the motive and objectives of the project
research it is difficult for researcher to selection of research methodology. With the use of
precise research methodology easy to understand the impact of technology on Thomas Cook is
described below- Research Philosophy- Research philosophy is the way in which data has been collected,
analyse and interprets. Research philosophy are four types. In present study, researcher
will use interpretive research philosophy and this research will include the factors of the
study by social status like languages, instruments etc. This philosophy will helpful to
achieve the motive and objectives of project research. Research Design- Research design is the plan through researcher will answer the all
research questions. In the present study, researcher will use descriptive research design.
This design will allow the researcher to complied the research matter, researcher will able
to answer the research questions. Research Strategy- With the use of research strategy researcher will work on the whole
research project and analysis the collected data. There are two types of research strategy
5

one is qualitative and second is quantitative. In the present study researcher will use both
strategy. Research Approach- Research approach is useful in test of assumption and relevant
hypothesis of the project research. In the present study, researcher will use deductive
research approach to test the validity of assumptions. Data Collection: In order to attain the aim and objective, researcher will use
questionnaire method and it will be provided to students of UKCBC. Close ended
questionnaire will be asked from the students regarding their view on technological
influence on travel and tourism sector. Sampling: By using simple random sampling method, researcher will take sample of 50
students and provide them questionnaire by hand. It will be collected by researcher only
and students have to fill it completely.
 Data Analysis: Researcher will use thematic analysis for analysis purpose. Different
themes will be produce that will help in understanding about the collected data
effectively.
1.5 Plan and procedure
TASK/
Weeks
(November
to February)
We
ek 1
We
ek 2
Wee
k 3
We
ek 4
We
ek 5
We
ek 6
Wee
k 7
Wee
k 8
We
ek 9
We
ek
10
We
ek
11
We
ek
12
We
ek
13
Wee
k 14
We
ek
15
We
ek
16
Selecting of
topic
Carrying out
literature
review
Developing
researcher
methodology
6

Conducting
primary
researcher
Analysis of
data
Evaluation
of data
Conclusion
and
recommenda
tion
Draft
Submission
Final
Submission
to tutor
Time scale description
The project will continue for 4 months that is 16 weeks from November to February. Every
activity will be proceeded after collecting relevant information on every segment of project. The
sequence of activity will help in making process smooth and will reduce the chance of
negligence and errors.
TASK 2
2.1 Matching resources efficiency
In conducting the research, researcher needs various resources to meet the requirements
of research successfully. In order to collect the data, researcher has to staff, internet, time, pen,
pencil, books and journal. Researcher need vehicle to move form one to place to another. From
all these resources, the most important resource is requirements of fund in completing the entire
research.
7

2.2 Undertaking research investigation with agreed specification (500)
In this, the researcher will explain the methodology which he or she selects in the research
prospective. The research methodology are below- Research Philosophy- The first and main area in Saunders Research Onion is research
philosophy. The way through which the data will be collected and analysed is the
research philosophy. Data collection should be effective and qualitative for the research
project. A research philosophy is the way in which data about the research should be
collected, analysed and used (Flick, 2015). It is the important part of research. Research
philosophy is classified as ontology, epistemology and axiology. Philosophy decide the
which research approach should be good for research. For the current research project,
researcher used interpretive research philosophy. Interpretive research philosophy is
important to accomplish aim and objectives of the research project. Researcher will make
his or her research more impactive with the use of interpretive research philosophy. Research Design- Research design are those plans, which are the useable for the
answering the research questions. Research design is a systematic approach that
researcher used to make a specific study. Research design should follow strategic
methodology, in the selected subject area. In the present study, the researcher has used
descriptive research design and researcher answer the questions with the help of
descriptive research design. This design will allow the researcher to complied the matter
and eventually, researcher has been ready to answer the research project questions. Research Strategy- Research strategy is the plan through which investigator will work on
the research project and analysis the data collection efficiently. Research strategy provide
base of knowledge necessary to solve the research problems. There are two types of
research strategy one is qualitative and second is the quantitative research study
(Silverman, 2016). In the present study research, researcher used both strategies
qualitative and quantitative research study to analyse primary and secondary data
collection. This research strategy is more useful to collect effective data and make an
effective research study. Research Approach- Research approaches is useful to test the assumption and relevance
of hypothesis of the present study. Research strategy is a plan of action which give
instruction to researcher thoughts and efforts. Researcher will conduct research
8

systematically and on time to produce quality results and reports details. The research
approach based on inductive approach. In the present study, researcher has used
deductive research approach to test the assumptions' validity (Ledford and Gast, 2018).
Research approach adopted by qualitative researchers to develop a theory for research on
the basis of the collection of data. Approaches to collection of data and analysis is
methodical and flexible than quantitative. Data Collection: Data collection is the process of gathering relevant research data and
information (Taylor, Bogdan and DeVault, 2015). In the present research study, for
primary data collection researcher has used questionnaire method and it has been
provided to the students of UKCBC. Close ended questionnaire has been asked from the
students regarding their view on technological influence on travel and tourism sector. Sampling: Sampling is the process through which researcher lowers the population size
for survey purpose (Mackey and Gass, 2015). It is done as collecting data from large
population is not feasible for the researcher. In the present study, researcher has used
simple random sampling method and took sample of 50 students whom he provided the
questionnaire.
 Data Analysis: Data analysis is systematic process of analysing and interpreting collected
data. In the present study, thematic analysis has been used so that goals and objectives of
research can be accomplished. It is easy to use and comprehensible by the readers.
QUESTIONNAIRE
Name:-
Age:-
Gender:-
Q1. To what extent do you agree that technologies are now significant part of our life?
 Strongly Agree
 Agree
 Disagree
9

 Strongly Disagree
Q2. Do you use digital technologies to surf various tour packages provided by Thomas Cook?
 Yes
 No
Q3. Which type of technology you use for surveying tour packages provided by Thomas Cook?
 Mobile Technology
 Personal Computer
 Laptops
 Tablets
Q4. Which type of digital marketing method used by Thomas Cook influenced you more?
 Social media marketing
 Search engine optimisation
 E-mail Marketing
 Mobile Marketing
Q5. How likely you use technology for surveying for tour packages provided by Thomas Cook?
 Very Likely
 Likely
 Less Likely
 Never
Q6. Do you face any challenges while booking tour packages online on website of Thomas
Cook?
 Yes
 No
Q7. What challenges you usually faced while booking online tour and travel packages?
 Digital Payment Failure
 Lack of Security
 Hidden Costs
 Ambiguous website policies
Q8. What are the recommendations you want to give to the management of Thomas Cook so
that they can make necessary improvements?
 More user friendly website
10

 Quality content in digital marketing
 Improve customer services
 No recommendations
Q9.Do you think digital technology increases the profitability and productivity of company?
 Yes
 No
 Not Sure
Q10. Do you think customers are satisfied with the use of digital technology?
 Yes
 No
 Not Sure
2.3 Recording and collating relevant data
In this section, the collected data will be sorted under different themes and will be demonstrated
with the help of tables and charts. The collated data is provided below:
Theme 1: Students strongly agreed that technologies are now significant part of our life.
Q1. To what extent do you agree that technologies are now
significant part of our life?
Frequency %
Strongly Agree 24 48
Agree 13 26
Disagree 9 18
Strongly Disagree 4 8
Total 50 100
11

Theme 2: Students use digital technologies to surf various tour packages provided by Thomas
Cook.
Q2. Do you use digital technologies to surf various tour packages
provided by Thomas Cook?
Frequency %
Yes 37 74
No 13 26
Total 50 100
12
Strongly Agree Agree Disagree Strongly Disagree
0
5
10
15
20
25
30
24
13
9
4
Frequency

Theme 3: Mobile/Smartphone Technology used widely by students for surveying tour
packages provided by Thomas Cook.
Which type of technology you use for surveying tour packages
provided by Thomas Cook?
Frequency %
Mobile/Smartphone Technology 23 46
Personal Computer 15 30
Laptops 7 14
Tablets 5 10
Total 50 100
13
37
13
Yes
No

Theme 4: Social media marketing type of digital marketing method used by Thomas Cook
influenced students more.
Q4. Which type of digital marketing method used by Thomas
Cook influenced you more?
Frequency %
Social media marketing 34 68
Search engine optimisation 6 12
E-mail Marketing 7 14
Mobile Marketing 3 6
Total 50 100
14
23
15
7
5
Mobile/Smartphone
Technology
Personal Computer
Laptops
Tablets

Theme 5: Students likely use technology for surveying for tour packages provided by Thomas
Cook.
Q5. How likely you use technology for surveying for tour
packages provided by Thomas Cook?
Frequency %
Very Likely 20 68
Likely 22 12
Less Likely 4 14
Never 4 6
Total 50 100
15
34
6
7
3
Social media marketing
Search engine optimisation
E-mail Marketing
Mobile Marketing

Theme 6: Challenges faced by students while booking tour packages online on website of
Thomas Cook?
Q6. Do you face any challenges while booking tour packages
online on website of Thomas Cook?
Frequency %
Yes 42 84
No 8 16
Total 50 100
16
Very Likely Likely Less Likely Never
0
5
10
15
20
25
20
22
4 4
Frequency

Theme 7: Digital Payment Failure challenges students usually faced while booking online
tour and travel packages.
Q7. What challenges you usually faced while booking online tour
and travel packages?
Frequency %
Digital Payment Failure 26 50
Lack of Security 3 6
Hidden Costs 14 28
Ambiguous website policies 7 14
Total 50 100
17
42
8
Yes
No

Theme 8: More advance security and safe transaction feature is recommended by the students
to the management of Thomas Cook so that they can make necessary improvements.
Q8. What are the recommendations you want to give to the
management of Thomas Cook so that they can make necessary
improvements?
Frequency %
More user friendly website 7 14
Quality content in digital marketing 10 20
Improve customer services 14 28
More advance security and safe transaction feature 19 38
Total 50 100
18
Digital Payment Failure
Lack of Security
Hidden Costs
Ambiguous website policies
0 5 10 15 20 25 30
26
3
14
7
Frequency

Theme 9: Digital technology increases the profitability and productivity of company.
Q9.Do you think digital technology increases the profitability and
productivity of company?
Frequency %
Yes 25 50
No 20 40
Not Sure 5 10
Total 50 100
19
7
10
14
19
More user friendly website
Quality content in digital
marketing
Improve customer services
More advance security and
safe transaction feature

Theme 10: Customers are satisfied with the use of digital technology.
Q10. Do you think customers are satisfied with the use of digital
technology?
Frequency %
Yes 32 64
No 10 20
Not Sure 8 16
Total 50 100
20
Yes No Not Sure
0
5
10
15
20
25
30
Frequency

TASK 3
3.1 Appropriate research evaluation techniques
Evaluating research is vitally important as it enhances the level of knowledge and way of
doing research studies (Lewis, 2015). In present research summative approach has been used in
order to evaluate the research study. Summative research or conclusion research is done at the
end of a project and is used to determine the success of research. The aim of research is to
analyse the impact of technology on Thomas Cook, researcher will summarise the implications
in the end so that greater understanding about the topic can be establish. Evaluation of research is
considered to be crucial aspect of research study. It tells researcher about the flaws and strong
points about the study (Flick, 2015). Summative approach of research is considered to be
optimum approach for evaluating research as summarising the whole research in the end will
helps in providing comprehensive understanding about the research study to the end users. It also
allows the researcher to identify the strengths and weakness of the study. Thus, in this manner,
researcher will be easily able to evaluate the research study.
In this preset research, researcher has used interpretative philosophy which help to the
research as it interpret all the elements of the study. Researcher able to identify the result with
21
Yes
No
Not Sure

the help of interpretative philosophy. Addition to this, researcher also used descriptive research
design as it helps to depict the participants in an accurate way. Fuhrer, more scholar has also
used inductive research approach that help researcher to interpret the research questions t narrow
scope of study. On the other hand, researcher has also used both primary and secondary method
for collecting information or data and with the help of both the method's researcher has collected
accurate and reliable information.
3.2 Interpreting and analysing the results
To interpret the collated data, thematic analysis will be use. Different themes will be formulated
which helps in providing interpretation of data effectively and efficiently.
Theme 1: Students strongly agreed that technologies are now significant part of their life.
Interpretation: To attain the aim and objectives of research, researcher surveyed the students
studying in UKCBC in order to gather their views about significance of technology. From
analysing the sample of 50 participants, it was identified that 24 participants strongly agreed that
technologies are very significant part of life. 13 participants agreed that technologies are
significant part of life, 9 participants disagreed with the statement and 4 participants strongly
disagreed with the statement. Technologies become essential part of individual life. Everyone
who have access to technologies used it many a time in a day. It helps them in interacting with
each other, they can acquire knowledge and can share anything they like using digital
technologies. Thus, from the analysis it can be understood that technologies are very significant
part of students life. They can share communicate and interact with each other using digital
technologies.
Theme 2: Students use digital technologies to surf various tour packages provided by Thomas
Cook.
Interpretation: Researcher carried out survey at UKCBC, where the participants were the
students studying in the college. In the questionnaire survey, it was asked to the students whether
they use digital technologies to surf for various tour packages provided by the management of
Thomas Cook or not. In the analysis it was identified that 37 students agreed with the statement
whereas 13 students denied that they use digital technologies for surfing for tour packages.
Internet revolutionised today's generation habits. With the help of internet and compatible
technologies, students can access to wide range of information, they can do online shopping and
can purchase various services online. This reduces the efforts of consumers as well as
22

organisation. With easy availability of internet, customers can compare and evaluate the prodcuts
and services and finally can make purchase decision. Thus, from the analysis it can be
understood that students use digital technologies to surf various tour packages provided by
Thomas Cook.
Theme 3: Mobile/Smartphone Technology used widely by students for surveying tour
packages provided by Thomas Cook.
Interpretation: Researcher carried out questionnaire analysis at the UKCBC where participants
were the students studying in the university. In the questionnaire survey researcher asked the
students regarding the type of technology they use for surveying tour packages provided by
Thomas Cook. From the analysis of sample of 50 students response, it was identified that 23
students agreed that they use mobile/smartphone technology for surfing for tour packages on the
official website of Thomas Cook. 15 students agreed that they use personal computers to surf for
tour packages provided by Thomas Cook. 7 participants agreed that they use laptops for surfing
tour packages and 5 prefers to use tablets devices to survey tour packages. There are variety of
technologies available for the students which helps them in surfing the tour packages. From the
analysis it can be understood that mobile/smartphone technology used widely by students for
surveying tour packages provided by Thomas Cook.
Theme 4: Social media marketing type of digital marketing method used by Thomas Cook
influenced students more.
Interpretation: In the questionnaire survey, researcher asked the participants about the type of
digital marketing method used by Thomas Cook which influenced their purchase decision.
Digital marketing revolutionised the marketing methodology greatly. Tour and travel
organisations like Thomas Cook greatly benefited by digital technologies. From analysis
responses of 50 respondents it was identified that 34 students agreed that social media marketing
done by the management of Thomas Cook. 6 agreed on search engine optimisation, 7 agreed
with email marketing and 3 agreed with mobile marketing done by the organisation influenced
their purchase decision. Marketing play key role in enhancing customer base and revenue. With
new and evolved methods, marketers can promote and advertise about products and services to
their target markets effectively and efficiently. Thus, from the analysis it can be concluded that
social media marketing type of digital marketing method used by Thomas Cook influenced
students more.
23

Theme 5: Students likely use technology for surveying for tour packages provided by Thomas
Cook.
Interpretation: In the questionnaire survey conducted at UKCBC, students were asked about
how likely they use technology for surveying for tour packages provided by Thomas Cook. The
motive of asking this question was to know about how much students are attached with the
technology they used to surf for tour packages provided by Thomas Cook. From the analysis of
50 respondents it was identified that 20 students states that they use technology very likely for
survey. 22 students likely use technology for survey, 4 students states that they use technology
less likely and 4 students convey that they does not use technology for survey for different tour
packages. Through technology, students can assess the information regarding travel plans,
budget, time and duration effectively and efficiently. Thus, from the analysis it is concluded that
students likely used technology for surveying for tour packages provided by Thomas Cook.
Theme 6: Challenges faced by students while booking tour packages online on website of
Thomas Cook?
Interpretation: In order to attain the aim and objectives of the study, researcher conducted
questionnaire survey at UKCBC and participants were the students of UKCBC. The motive of
asking this question was to know whether students faced any challenges or issues while booking
tour packages online on website of Thomas Cook. From the analysis of questionnaire sample of
50 students it was identified that 42 students faced challenges while while booking tour packages
online on website of Thomas Cook. 8 students denied that they didn't faced any challenges and
issues while booking tour packages online on website of Thomas Cook. Thus, from the analysis
it can be understood that Challenges faced by students while booking tour packages online on
website of Thomas Cook.
Theme 7: Digital Payment Failure challenges students usually faced while booking online
tour and travel packages.
Interpretation: Researcher carried out questionnaire analysis at the UKCBC where participants
were the students studying in the university. In the questionnaire survey researcher asked the
students regarding the challenges students faced while booking online tour and travel packages.
From the analysis of sample of 50 respondents, it was identified that 26 students faced issues
with digital payment failure, 3 students faced issues with lack of security provided by the
website, 14 students faced issue with hidden costs associated with the packages and 7 students
24

states that Thomas Cook website has ambiguous policies. From the analysis it can be understood
that digital payment failure challenges students usually faced while booking online tour and
travel packages.
Theme 8: More advance security and safe transaction feature is recommended by the students
to the management of Thomas Cook so that they can make necessary improvements.
Interpretation: In order to attain the aim and objectives of the study, researcher conducted
questionnaire survey at UKCBC and participants were the students of UKCBC. Research asked
the participants about the recommendation they would like to give to the management so that
they can improve their facilities efficiently. In this context, 7 students recommend the
management to develop their website more user friendly, 10 students recommend to use quality
content in digital marketing, 14 students recommends the management to improve customer
services and 19 students recommend for more advance security and safe transaction feature.
Thus, from the analysis it can be understood that more advance security and safe transaction
feature is recommended by the students to the management of Thomas Cook so that they can
make necessary improvements.
Theme 9: Digital technology increases the profitability and productivity of company.
Interpretation: In order to attain the aims and objectives of the study, researcher
conducted questionnaire survey at UKCBC and participants where the students of UKCBC.
Among the 50 respondents, 25 said that digital technology increases the profitability and
productivity of company. 20 participants are disagreed as they said that digital technology does
not increase the profit and productivity of company. On the other hand, rest of 5 are not sure
about there answer as they are confused.
Theme 10: Customers are satisfied with the use of digital technology.
Interpretation: In order to attain the aims and objectives of the study, researcher
conducted questionnaire survey at UKCBC and participants where the students of UKCBC.
Among 50 participants, 32 are agreed that there customers are satisfied with the use of digital
technology. 10 are disagreed as they said that customers are not happy and satisfied with the use
of digital technology. On the other hand, rest of 8 are not sure about there answer.
3.3 Recommendations and area for further considerations
Technologies changes the perception of business organisations as it reduces the time, efforts and
cost of the companies. Below are some recommendations which can be incorporated by the
25

management of Thomas Cook so that they can enhance the use of technologies effectively and
efficiently. Providing training to employees: From the above analysis conducted, researcher has
identified that company should provide training as Training helps in raising the skills of
employees. With advancement in technologies, it is essential for the management to
identify the training needs and fill the gap between existing and desire performance so the
efficacy in the performance of employees can be raised. Thus, it is recommended to the
management to provide extensive training to employees. Improving website features: : From the above analysis conducted, researcher has
identified that company should focus on there website and make it updated. Management
of Thomas Cook could improve the features of website and install applications like one
click payment, one click booking, etc. which enables users to make purchase effectively
and efficiently. Improving security features: : From the above analysis conducted, researcher has
identified that company should improve there security feature with the use of digital
technology. The online website of Thomas Cook can be improved if management install
robust security and encryption system so that users can be make transactions efficiently.
 Improving digital marketing: : From the above analysis conducted, researcher has
identified that company should improve there digital marketing. Management can
enhance their customer base by improving their digital marketing techniques. In order to
accomplish desired goals and objectives, the management could improve the digital
marketing methods by improving the quality of content.
 Employees of organisation should use mobile technologies as this is best technology for
communication. Mobile technology is the easiest and most common technology that can
be used for business operations.
Further Consideration
The present research focus on analysing the influence of technology on tourism and travel
industry by referring to Thomas Cook. The participants were students of UKCBC and
questionnaire method has been used for survey. For further research, in order to enhance the
effectiveness of the research study, researcher could expand the range of organisation so that
more detail information regarding the influence of technologies on travel and tourism sector.
26

Research methodologies can be changed to different methods which suits the theme of research.
For data collection process, interview or focus group can be considering. More deep research can
be conducted by reviewing literature. In this way, the efficacy in the research can be enhanced
effectively and efficiently.
TASK 4
COVERED IN POSTER
CONCLUSION
In conclusion it can be summarised that travel and tourism sector greatly benefited with
the enhancement in technologies. With the increase in internet, customers can view tourist
destination and can make travel decision appropriately. The objective of research was to
understand and identify the influence of technologies on the growth and development of travel
and tourism sector. In this context, researcher selected Thomas Cook which is one of the leading
organisation in United Kingdom under hospitality industry. For research, questionnaire method
has been used and participants were students of UKCBC. They were asked about the use of
technology and its influence on their purchase behaviour. From the analysis, it was identified that
students prefer to use technology to surf for tour packages provided by Thomas Cook which
greatly influence their purchase behaviour.
27

REFERENCES
Books and Journals
Abela, J., 2016. A digital triumph political marketing and the use of social media in the Maltese
political scenario(Bachelor's thesis, University of Malta).
Confos, N. and Davis, T., 2016. Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing, 50(11), pp.1993-2017.
da Silva, M.A., Costa, R.A. and Moreira, A.C., 2018. The influence of travel agents and tour
operators' perspectives on a tourism destination. The case of Portuguese intermediaries on
Brazil's image. Journal of Hospitality and Tourism Management, 34, pp.93-104.
Deng, J. and et.al., 2014. Business Process and Logical Model to Support a Tour-Based Travel
Demand (No. FHWA/TX-14/0-6759-1).
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Iyer, V.R., Dey, N. and Chakraborty, S., 2015. Advent of information technology in the world of
tourism. In Emerging innovative marketing strategies in the tourism industry (pp. 44-53).
IGI Global.
Kazeminia, A., Del Chiappa, G. and Jafari, J., 2015. Seniors’ travel constraints and their coping
strategies. Journal of Travel Research, 54(1), pp.80-93.
Kim, D. and Kim, S., 2017. The role of mobile technology in tourism: patents, articles, news,
and mobile tour app reviews. Sustainability, 9(11), p.2082.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Long, Y. and Shi, P., 2017. Pricing strategies of tour operator and online travel agency based on
cooperation to achieve O2O model. Tourism Management, 62, pp.302-311.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Medlik, S. ed., 2016. Managing tourism. Elsevier.
28

Pazini, R., Braga, D.C. and Gândara, J.M.G., 2017. The importance of tour guide in the tourist
experience: from theory to practice of incoming travel agencies from Curitiba-
PR. Caderno Virtual de Turismo, 17(2), pp.162-182.
Robinson, P. and et.al., 2016. Operations management in the travel industry. CABI.
Silverman, D. ed., 2016. Qualitative research. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services, 22, pp.244-249.
29

APPENDIX
QUESTIONNAIRE
Name:-
Age:-
Gender:-
Q1. To what extent do you agree that technologies are now significant part of our life?
 Strongly Agree
 Agree
 Disagree
 Strongly Disagree
Q2. Do you use digital technologies to surf various tour packages provided by Thomas Cook?
 Yes
 No
Q3. Which type of technology you use for surveying tour packages provided by Thomas Cook?
 Mobile Technology
 Personal Computer
 Laptops
 Tablets
Q4. Which type of digital marketing method used by Thomas Cook influenced you more?
 Social media marketing
 Search engine optimisation
 E-mail Marketing
 Mobile Marketing
Q5. How likely you use technology for surveying for tour packages provided by Thomas Cook?
 Very Likely
 Likely
 Less Likely
 Never
Q6. Do you face any challenges while booking tour packages online on website of Thomas
30

Cook?
 Yes
 No
Q7. What challenges you usually faced while booking online tour and travel packages?
 Digital Payment Failure
 Lack of Security
 Hidden Costs
 Ambiguous website policies
Q8. What are the recommendations you want to give to the management of Thomas Cook so
that they can make necessary improvements?
 More user friendly website
 Quality content in digital marketing
 Improve customer services
 No recommendations
Q9. Do you think digital technology increases the profitability and productivity of company?
 Yes
 No
 Not Sure
Q10. Do you think customers are satisfied with the use of digital technology?
 Yes
 No
 Not Sure
31