The impact of digital technology on travel and tourism sector

Research Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Research project for outline specification.............................................................................1
1.2 Factors that contribute in selection of research project.........................................................2
1.3 Critical review.......................................................................................................................2
The impact of digital technology on travel and tourism sector...................................................2
The main contribution of technologies to attain customers satisfaction in travel sector............3
Relationship between satisfaction of customers and digital technologies..................................4
Ways which used by company to attaining competitive advantage in market............................4
1.4 Research project specification...............................................................................................5
1.5 Appropriate plan and procedures for agreed research specification.....................................5
TASK 2............................................................................................................................................6
2.1 Resources to match hypothesis and research question..........................................................6
2.2 Research investigation as per agreed procedures and specification.....................................6
2.3 Collect and record relevant information...............................................................................7
TASK 3............................................................................................................................................9
3.1 Techniques of research evaluation........................................................................................9
3.2 Evaluate the results in terms to the original research specification....................................10
3.3 Recommendations to research to link it with research findings.........................................23
TASK 4..........................................................................................................................................24
Covered in Poster......................................................................................................................24
REFERENCES..............................................................................................................................25

INTRODUCTION
In today's time, technology is one of the important factor that rapidly take place in
business. Along with this, any kind of changes are occur then it impact on commercial activities
of company. Mainly, technologies are play vital role in operating business activities in effective
manner. Travel and tourism industry is develop as fastest speed in which technologies are also
develop and provide various opportunities in which company easily enhance their performance
level. It also changed the way of travel in global level (Aubert, Schroeder and Grimaudo, 2012).
Along with this, in 18th century, people of high income level travel to visit spas as major
attraction which provides games, gambling and many more activities. In 1830's railway also take
place in travel industry in which people visit various places. As Thomas Cook published
advertised firstly. This company is one of the famous travel company in tourism sectors.
TASK 1
1.1 Research project for outline specification
TITLE: To determine the significance of digital technologies in travel sector. A case study on
Thomas Cook.”
It is very important for researcher to formulate aims and objectives of the investigation
before undertaking an research. In this the main aim and objectives of research are as follows:
Aim: To evaluate the technology influence in travel and tourism sector. A case study on Thomas
Cook.”
Objectives: It is relate with the research aim this will helps in executing research activities in
systematic way.
 To examine the impact of digital technology on travel and tourism sector.
 To evaluate the main contribution of technologies to attain customers satisfaction in
travel sector.
 To examine the relationship between satisfaction of customers and digital technologies. To recommend ways which used by company to attaining competitive advantage in
market.
Research questions:
 How to examine the impact of digital technology on travel and tourism sector?
1

 How to evaluate the main contribution of technologies to attain customers satisfaction in
travel sector
 How to examine the relationship between satisfaction of customers and digital
technologies?
 What are the ways which used by company to attaining competitive advantage in market?
1.2 Factors that contribute in selection of research project
Number of elements are there which directly affect the research process which helps in
attaining positive outcomes. Therefore it is very essential for a researcher to consider certain
factors before selecting a topic for research. These factors are goals, statical significance, sample
size, qualitative verses quantitative data, availability of time and existing information. Among all
these the factor chosen under this report are existing information and qualitative verses
quantitative data. In addition of this, the main aim of current report is to determine the impact
and influence of technologies on travel and tourism industry (Bharadwaj and et. al., 2013). In
this context, Thomas Cook is famous and biggest company in travel sectors as they effectively
serve their quality services to large number of visitors at the time of visiting places. For this,
companies needs to consider technologies for effectively implement the business activities in
appropriate manner. Along with this, researcher also formulate research questions to determine
the impact of technology on travel sector. Furthermore, various methods of data collection and
tools are also used by the researcher to gather relevant data in appropriate way.
1.3 Critical review
This is important part of entire research as investigator collect relevant information
towards the research topic through various researcher. This type of data is called as secondary
information. With the help of this investigator easily take decision and improve the chances of
attaining desirable end results.
The impact of digital technology on travel and tourism sector
As per modern era, technologies are play vital role in developing the overall performance
of the company at market place. As it also helps in determining various opportunities in which
firm make as well as produce quality products and services to its customers for attaining better
satisfaction. As travel and tourism sector is required to make use information and transactions at
all level of value chain. Consumer serach for information before deciding to visit any location or
2

reserving a ticket, hotel or any resort. At this stage digital technology help tourism companies to
provide its customer better services by keeping the information available to them over internet.
By visiting online websites of company customers get the information they required regarding
the time, price and services they offer as well as also get a chance to book their service online
before visiting it physically. Therefore, digital technology plays a major role in growth of travel
& tourism sector by proving them an opportunity to approach and influence customers much
effectively. In this, Thomas Cook is known by its famous and positive image as they
transformation of business activities by using advanced technologies. This will helps in
improving their performance level at market place. According to Chang (2011), companies who
use their websites and digital technologies within their process then they easily capture strong
place in market and also attain competitive advantage from its rivals. As the travelling of young
people in highly increased in today's time along with they also use digital technologies at the
time of visiting various places. By using this, they easily book tickets and rooms through mobile
application. As Thomas Cook also develop their operational activities accordingly which may
leads in improving their performance level. In addition of this, digital technologies are more
beneficial for company as it reduce the cost and differences between users and provider as well.
It also increase profitability level of the company at market place as per this travel and tourism
easily grab customers attention towards the services.
As per the point of view Charles Jr, Schmidheiny and Watts, (2017) travel and tourism
sector also use digital technologies to attain number of benefits in effective manner. In this
Thomas Cook also generate larger profitability by using digitalisation within their business
organization. In case if does not having proper fund then they face various issues at the tome of
adopting changes. Along with this, cost of the travelling is getting high as compare to last years
because international companies are charge additional cost and use digital technologies for
delivering quality services to its customers as per their requirements. Mainly digital technologies
are improve overall performance level of the companies who operate their business in travel
sector.
In recent time number of people are make their career in travelling sector as it is rapidly
develop their growth level. As they travelling for various purpose such as business, photography
and many more. In addition of this, digital technologies are boom for travel companies as various
people use it and fun in various countries to travel in various destination. As it can be said that
3

without digital technologies are positively impact on travel companies to enhance their
performance level at market place.
The main contribution of technologies to attain customers satisfaction in travel sector
Customers satisfaction is one of the important aspect for travel and tourism sector but on
the other side it can be issues for them because travel industry not sale any kind of products its
all about serving better services by understanding their needs. In addition of this, without using
digital technologies company fails in providing best services at affordable cost. In this context
the popular innovation is referrals by which company provide discount to customers for attaining
their satisfaction level. Along with this company also use promotional tool which is used by
customers when they use mobile application. With the help of this promotion company easily
increase their profitability level at market place.
According to Chen and et. al., (2014) it is important for company to collect as well as
analyse the customers data to increase the chances of providing them better satisfaction level as
they easily retain their loyalty customers for longer period of time. As company use various
innovative technologies to communicate with heir customers in order to take feedback and
opinion for improving their performance level. With the help of this they easily understand their
requirements towards company services. Along with this, data mining, analysing personal and
make effective plan to satisfy customers needs and wants in most effective manner.
Contribution of technologies in serving customer is vital as it support in providing better
services to customer that can satisfy the need of users. Inception of digital technology has
transform the way in which travel and tourism industry operates their business. As make it easier
to access or avail services much effectively by minimizing the manual process that are more time
consuming. As by assessing official website of hotels and transport companies a consumer can
get all the information which they require before travelling to a particular place. Apart from this
they are able to get online check-in or check-out without moving physically over that place.
Relationship between satisfaction of customers and digital technologies
Under travel and tourism sector, customers are decide that company attain goals and
objectives or not. In context of Thomas Cook, as this is biggest company and also use digital
technologies to make their services with high quality. With the help of this they easily invite
larger customers and provide them better services. Along with this, company also make new
plans in which they take customers views to improve their performance level by modifying
4

necessary changes. Hence, digital technology shares a strong relation with customer satisfaction
as it help company to approach large number of customers to promote their services. As by using
internet platform company can take feedback from their customers for predicting their
expectations. This help them in aligning services as per their requirement which support in
providing better services.
According to Chong, (2014), For attaining higher success in market, it is important for
Thomas Cook to resolve all the issues of customers by communicating with them. With the help
of this company easily retain customers for longer period of time. In addition of this, every
customers wants to gets special treatment as company use digital technologies to satisfy their
needs and demand in appropriate manner. This will directly contribute in reducing the chances of
switching customers to another company. Along with this, company also find new location for
travel purpose in which they make plans to manage all the activities at the time of providing best
services to its customers. With the help of this company easily attain higher success at market
place and also capture customers attention towards the company services. For attaining better
success at market place company build strong relationship with their customers by understanding
their needs and wants which may helps in generating more profits in appropriate manner. With
the help of this company easily set their brand image at market place.
Ways which used by company to attaining competitive advantage in market
According to Drnevich and Croson (2013), digital technologies are positively impact on
travel and tourism sectors as number of visitors are easily attracted towards company services.
Along with this, approx 80% travellers are conduct a research for implementing digital
technologies within their business activities. As companies easily improve the chances of
attaining better success at market place. In this context, technology are play important role in
transforming travel companies activities. As it also required appropriate investment to enhance
the chances of improving quality services to customers which may leads in inviting and
attractive larger number of visitors towards the destinations. This will helps in generating more
profits in appropriate manner. Along with this, company should make their process more
effective as they easily retain customers for longer period of time. This will aid in attaining
competitive advantage in market place from its rivals. By using digital technology for serving
customer, company collect the review of customer as well as their requirement related to the
travelling need. Apart from this company can also collect information related the strategies used
5

by its competitors so that they can formulate action plans by identifying the areas that require
improvement. This help them in achieving competitive advantage within market place.
1.4 Research project specification
Digitalisation is very essential for Thomas Cook as it help in simplifying the
organisational process that support in accomplishing each activity effectively and on time. Apart
from this it also assists company in approaching large number of customers that can be further
used to assess the expectation of customers and methods to satisfy them. In addition to this it also
help company in achieving the competitive advantage at market place. As it help them in keep
their information update regarding the actions taken by competitors, new methods that can be
adopted to satisfy customers.
It is important part of overall research as all the information are collected as per
interpretation. In this there are two type of sources of gathering information such as primary and
secondary data. With the help of these methods researcher easily gather relevant information in
appropriate manner and also make an effective manner. In this primary method is more
appropriate as researcher gather authentic information, this process is costly and lengthy as well.
On the other side, secondary method is also effective in which investigator use books, journals,
magazine, internet and many more (Dunning, 2013). Mainly, researcher use both methods to
carry out the research which may leads in providing reliable and authentic results. In this
researcher set 10 questions are formulated which are based on the research topic in order to
gather information effectively. In addition of this, there are another two methods which used by
researcher at the time of conducting research which are qualitative and quantitative methods.
Both are appropriate for completing the research in systematic way. Qualitative method includes
views, opinion and so on for reducing the issues and problems. It also consider unstructured or
semi structured techniques which consider person interview, observation for collecting
information to carry out the research. On the other side, quantitative method is refer to the
statistical, mathematical, numerical form to collect information. For this questionnaire and
survey can be done to gather information. In this research both methods are used by researcher
with the purpose of carry out the research in most effective manner. Topic of research is “to
determine the significance of digital technologies in travel sector” which is very complex. So in
order to achieve required aim of research, in depth collection of information is very essential to
reflect accurate findings for related problem. Hence under this report primary data collection
6

method is used as it help in gathering the fresh and relevant data. Under this method
questionnaire approach is used that help in collecting the views that population have about the
importance of digital technology.
1.5 Appropriate plan and procedures for agreed research specification
For attaining set goals and objectives, it is important for researcher to use effective tools
and techniques which may helps in saving cost and time also. Thus, it is necessary for
investigator to develop effective plan and strategies which helps in completing the entire
research. In this context, there are some effective steps which may helps in attaining positive
outcomes: Formulate aim and objectives: It is one of the important step of whole research by which
researcher can be start a research. Along with this, investigator tries to develop as well as
prepare aims and objectives which take 2 days for developing the main topic. Before
conducting a research it is very essential for a researcher that they must decide aim that
are required to be achieve throughout research. Research methodology: In this researcher determining the methods by which they easily
analysed as well as examine positive results. Along with this they use various methods to
carry out the research which take approx days to complete the research (Gunasekaran
and Ngai, 2012). Literature review: This section is one of the important part of research as it help
researcher to gather information from various authors to carry out appropriate research.
Under this authors point of views are present and critically evaluated in order to extract
the conclusion out of their study. Data collection: Under this, researcher collect data and information by preparing
questionnaire. In this investigator take views and opinion of respondents to achieving
desirable results. Data collection include two type of methods that are use to gather
information i.e. primary or secondary. Here primary data is collected through
questionnaire and secondary data is collected as well as present over literature review. Data analysis: This step comes after gathering data which may helps in determining the
data in systematic manner which may contribute in attaining positive outcomes. This can
be done through interpreting the data collected using questionnaire. Along with the
7

thematic approach has been used to analyses the information to reach over a particular
conclusion.
 Conclusion and recommendation: It is refer to last step in which all the data are
analysed as well as valued which helps in drawing valid conclusion in most effective
manner (Kale, 2014). The collected data is analysed and then from its finding the
research is concluded for identifying the result of information that further help in drawing
the recommendations.
TASK 2
2.1 Resources to match hypothesis and research question
This is considered as one of the most important part of research process and therefore the
researcher s required to defined an exact list of research questions through which they will try to
provide guidance to the staff members so that the research activities ca be conducted in an
effective manner. In the recent project, the researcher is trying to provide solutions to the
questions listed below:
 What are the impact of digital technology in travel and tourism sector ?
 What are the ways through which technologies contribute in attaining the customer
satisfaction in travel and tourism sector ?
 What is the relationship between satisfaction of customers and digital technologies ?
 Provide recommendations about the ways which are used by company to attaining
competitive advantage in market.
2.2 Research investigation as per agreed procedures and specification
Whenever a research is being carried out in the company then the investigator is having
the main responsibility to make sure that all the activities are being carried out in an effective
manner and proper data is being collected or not. They are required to choose best methodologies
for carrying out the complete research process (Marston and et. al., 2011). There are different
types of research methodologies which can be used by research investigator in this process. The
two main methods which are used in the research process are qualitative and quantitative
research. Both the methods are very effective but only one can be implemented in a project. In
the qualitative research method, research is carried out to analyse the factors which are having
connection with the behaviour and attitude of a person but there is no connection with the
8

numerical data here. These kind of data is also collected in a proper manner and then it is
interpreted so as to get the final result.
In case of Quantitative research, the information is being collected in numerical manner
and various kinds of graphs and charts are also required to be used here. It is considered as more
beneficial because the data which is collected here is more appropriate and can be relied upon
easily (Mention, 2011). Here, several kinds of experimental techniques and statistical tools are
also being applied by the researcher. The method which will be used in this research process is
Qualitative research since in this research report, the influence of technologies in travel and
tourism is required to be analysed. A questionnaire will also be prepared so as to collect and
analyse the appropriate data.
2.3 Collect and record relevant information
Questionnaire
Name:
Age:
Gender:
Occupation:
Contact no.:
Email id:
Q1) Does digital technologies have any impact on the activities and functions conducted by
companies which are operating in travel and tourism sector?
 Yes
 No
Q2) What are the various kinds of benefits which are availed by companies who are making use
of digital technologies in travel and tourism sector?
 Development in profitability
 Helpful in satisfying the demands of the customers
 Increase in efficiency of employees in performing business activities.
 Increasing in productivity of staff members
Q3) What are the resources that required by Thomas Cook for effective implementation of
9

digital technology?
 Fund
 Expertise knowledge
 Technical resources
Q4) Has implementation of technologies have helped in improving the performance of
employees working in travel and tourism sector
 Yes
 No
Q5) Does application of technologies are having any connection with the satisfaction level of
the customers?
 Yes
 No
Q6) Is technologies helping Thomas Cook in making good relation with their customers?
 Yes
 No
Q7) In what ways does technologies impact inside travel and Tourism sector?
 Positive impact
 Negative impact
Q8) What are the major issues that may be faced by Thomas Cook while effectively applying
digital technology?
 Lack of expertise
 Limited budget
 Organisational structure
 Ineffective strategy for digitalisation
Q9) What are the various kinds of technologies that are being used by travel and tourism
companies to perform their activities effectively?
 Cloud Technologies
 Bio Metrics
 Smartphones
 All of the above
Q10) Was it challenging for Thomas Cook to apply these kinds of technologies inside their
10

company?
 Yes
 No
Q11) What are the various kinds of challenges that are faced by company while applying digital
technologies in travel and tourism sector?
 Unskilled employees
 Technical errors
 Costly technologies
 All of the above
Q12) Any recommendation for Thomas cook in relation with with implementation of
technology.
TASK 3
3.1 Techniques of research evaluation
The various kinds of techniques that can be implemented while conducting the research
process are as follows:-
Research design: In context with the research process, this is a very effective process
which is required to be implemented by every investigator in their research process. In this, the
main task is to determine all the necessary methods and policies which are required to be
implemented while conducting the research project. Through this, they will be able to collect all
the necessary information in an effective manner (Nicholas and Steyn, 2017). The various kinds
of research designs that can be implemented are Descriptive, exploratory and experimental
research. All these three research designs are best in their own way but all cannot be applied so
only one is chosen by the researcher. In this kind of research, descriptive research design is being
implemented by the investigator because through this, the researcher will be able to collect the
data in detailed and effective manner making use of graphs and charts.
Research approaches: This is considered as the main step while conducting the research
process. In this basically, all the steps are being included through which the research will be
conducted in an effective manner (Tanriverdi and Uysal, 2011). Here, various kinds of tools and
technologies are being implemented so as to perform all the activities in an effective manner and
11

the activities are like data collection, interpretation and analysing the data. Basically, there are
two kinds of research approaches namely; Inductive and deductive research approach. It is said
that in deductive approach, new theory is being implemented and in case of inductive approach,
the existing facts and figures are being focussed upon. Since this study is being considered as
qualitative in nature so the approach which can be proven effective here is inductive approach.
Through this, the investigator will be able to analyse the influence of digital technology in travel
and tourism sector (Venkatesh, Thong and Xu, 2012).
Data sampling: It can be defined as a method through which data can be data can be
collected in an effective manner from a subset of whole population. These subset is also called as
samples which are selected from the whole bunch of people by making use of random sampling
method. The various methods through which data can be used can be collected are probabilistic
and non-probabilistic. In the current research project, the researcher has implemented probabilist
sampling method. The sample size selected for this research is 30.
Ethical consideration: It is also considered as one of the important element of the
research process because it is very helpful for the researcher in carrying out the research in an
effective manner. Here, it is required to make sure that all the research activities are being carried
out in an ethical manner so that no issues are being arise in the company in future. Therefore,
various kinds of rules and regulations are being followed while going through the entire process
of research project.
Limitations: This is the factor which is required to be implemented under every research
process because if these will not be followed then the whole research process will not be
implemented in a effective manner. Here, it is noticed that the investigator must make sure that
they are not wasting any kind of resources and making full use of it in an effective manner. This
will help them in bringing out best conclusions from the research (Wagner, Beimborn and
Weitzel, 2014).
3.2 Evaluate the results in terms to the original research specification
Findings
Q1) Does digital technologies have any
impact on the activities and functions
conducted by companies which are
operating in travel and tourism sector?
FREQUENCY
12

 Yes 20
 No 10
Q2) What are the various kinds of benefits
which are availed by companies who are
making use of digital technologies in travel
and tourism sector?
FREQUENCY
 Development in profitability 10
 Helpful in satisfying the demands of
the customers
10
 Increase in efficiency of employees in
performing business activities.
5
 Increasing in productivity of staff
members
5
Q3) What are the resources that required
by Thomas Cook for effective
implementation of digital technology?
FREQUENCY
 Fund 15
 Expertise knowledge 5
 Technical resources 10
Q4) Has implementation of technologies
have helped in improving the performance
of employees working in travel and
tourism sector ?
FREQUENCY
 Yes 25
 No 5
13

Q5) Does application of technologies are
having any connection with the satisfaction
level of the customers?
FREQUENCY
 Yes 15
 No 15
Q6) Is technologies helping Thomas Cook
in making good relation with their
customers?
FREQUENCY
 Yes 16
 No 14
Q7)In what ways does technologies impact
inside travel and Tourism sector?
FREQUENCY
 Positive impact 20
 Negative impact 10
Q8) What are the major issues that may be
faced by Thomas Cook while effectively
applying digital technology?
FREQUENCY
 Lack of expertise 10
 Limited budget 6
 Organisational structure 6
 Ineffective strategy for digitalisation 8
Q9) What are the various kinds of
technologies that are being used by travel
and tourism companies to perform their
activities effectively?
FREQUENCY
 Cloud Technologies 10
14

 Bio Metrics 8
 Smartphones 6
 All of the above 6
Q10) Was it challenging for Thomas Cook
to apply these kinds of technologies inside
their company?
FREQUENCY
 Yes 20
 No 10
Q11) What are the various kinds of
challenges that are faced by company while
applying digital technologies in travel and
tourism sector?
FREQUENCY
 Unskilled employees 8
 Technical errors 7
 Costly technologies 8
 All of the above 7
Data analysis and interpretation
Theme 1: Impact of Digital technologies on activities and operations of the organisation
Q1) Does digital technologies have any
impact on the activities and functions
conducted by companies which are
operating in travel and tourism sector?
FREQUENCY
 Yes 20
 No 10
15

Interpretation: From the above graph, it can be depicted that out of 30 respondents, 20
respondents says that technology is having impact on activities and functions and 10 says that it
is not having any impact on the activities.
Theme 2: Various benefits which are availed after implementation of digital technologies
Q2) What are the various kinds of benefits
which are availed by companies who are
making use of digital technologies in travel
and tourism sector?
FREQUENCY
 Development in profitability 10
 Helpful in satisfying the demands of
the customers
10
 Increase in efficiency of employees in
performing business activities.
5
 Increasing in productivity of staff 5
16
Yes No
0
2
4
6
8
10
12
14
16
18
20
FREQUENCY

members
Interpretation: From the above graph, it can be depicted that there are various kinds of benefits
which are availed by companies by implementing technologies. Out of 30 respondents, 10 says
that it is developing profitability, 10 says that it is helping in satisfying the needs of the
customers, 5 says that efficiency is increased and rest 5 says that productivity is increased.
Theme 3: Resources required to implement digital technology within orgnaisation
Q3) What are the resources that required
by Thomas Cook for effective
implementation of digital technology?
FREQUENCY
 Fund 15
 Expertise knowledge 5
 Technical resources 10
17
0
2
4
6
8
10
FREQUENCY

Fund
Expertise knowledge
Technical resources
0
2
4
6
8
10
12
14
16 15
5
10
FREQUENCY
Interpretation: From the above graph, it can be estimated that majority of respondents are in
favour of fund for effective implementation of digital technology. As out of 30 respondents, 15
people are in favour of fund, 10 think technological resources and 5 are in favour of expertise
knowledge. Hence it can be interpret that Thomas Cook require more fund to effectively
implement digital technology.
Theme 4: Implementation of technologies is effective in improving the performance ofd
employees
Q4) Has implementation of technologies
have helped in improving the performance
of employees working in travel and
tourism sector ?
FREQUENCY
 Yes 25
 No 5
18

Interpretation: From the above graph, it can be depicted that by implementation of effective
technologies , the performance of employees have improved . Out of 30 respondents, 25 agrees
with this statement but the rest 5 doesn't agree with this.
Theme 5: Connection between applying technologies and providing satisfaction of customers
Q5) Does application of technologies are
having any connection with the satisfaction
level of the customers?
FREQUENCY
 Yes 15
 No 15
19
Yes No
0
5
10
15
20
25
FREQUENCY

Interpretation: From the above graph, it can be depicted that technologies are helping in
providing satisfaction to the customers as the services are being provided to them in a proper
manner. Out of 30 respondents, 15 agree with this statement but other 15 are not.
Theme 6: Effectiveness of technology in making relationship with customers
Q6) Is technologies helping Thomas Cook
in making good relation with their
customers?
FREQUENCY
 Yes 16
 No 14
20
Yes No
0
2
4
6
8
10
12
14
16
FREQUENCY

Interpretation: From the above graph, it can be depicted that by applying technologies, a good
relation can be developed between the company and the customers. Out of 30 respondents, 16
says that it is helping and 14 says that it is not helping.
Theme 7: Kind of impact inside travel and Tourism sector
Q7) In what ways does technologies impact
inside travel and Tourism sector?
FREQUENCY
 Positive impact 20
 Negative impact 10
21
Yes No
13
13.5
14
14.5
15
15.5
16
FREQUENCY

Interpretation: From the above graph, it can be depicted that impact of technology in an
organisation is always positive since it provides various kinds of benefits in an organisation. Out
of 30 respondents, 20 says that it is having a positive impact and 10 says that it is having
negative impact.
Theme 8: Issues faced during implementation of digital technology
Q8) What are the major issues that may be
faced by Thomas Cook while effectively
applying digital technology?
FREQUENCY
 Lack of expertise knowledge 10
 Limited budget 6
 Organisational structure 6
 Ineffective strategy for digitalisation 8
22
Positive impact Negative impact
0
2
4
6
8
10
12
14
16
18
20
FREQUENCY

Lack of expertise knowledge
Organisational structure
0
1
2
3
4
5
6
7
8
9
10
10
6 6
8
FREQUENCY
Interpretation: From the above graph, it can be depicted that major issue faced by Thomas
Cook while implementation of digital technologies is Lack of expertise. As out of 30 respondents
10 people state that major issue faced by company is lack of expertise knowledge, 6 says that
budget is limited, 6 tell that organisational structure is not good and 8 state that strategies
formulate by company is ineffective.
Theme 9: Kinds of technologies that are being used by travel and tourism companies
Q9) What are the various kinds of
technologies that are being used by travel
and tourism companies to perform their
activities effectively?
FREQUENCY
 Cloud Technologies 10
 Bio Metrics 8
 Smartphones 6
 All of the above 6
23

Interpretation: From the above graph, it can be depicted that there are various kinds of
technologies that can be implemented in the travel and tourism sector. Out of 30 respondents, 10
says that cloud technologies are used more, 8 says that bio metrics are used, 6 says that
smartphones are more helpful and the rest 6 says that all the above technologies are being
implemented.
Theme 10:Challenging situation while applying the technology or not
Q10) Was it challenging for Thomas Cook
to apply these kinds of technologies inside
their company?
FREQUENCY
 Yes 20
 No 10
24
Cloud Technologies Bio Metrics Smartphones All of the above
0
1
2
3
4
5
6
7
8
9
10
FREQUENCY

Interpretation: From the above graph, it can be depicted that there are various kinds of
challenges which a company is facing while applying technology in the company. Out of 30
respondents, 20 is agreed with the statement but the rest 10 think that there are no issues in the
company.
Theme 11: Various kinds of challenges that are faced by company
Q11) What are the various kinds of
challenges that are faced by company while
applying digital technologies in travel and
tourism sector?
FREQUENCY
 Unskilled employees 8
 Technical errors 7
 Costly technologies 8
 All of the above 7
25
Yes No
0
2
4
6
8
10
12
14
16
18
20
FREQUENCY

Interpretation: From the above diagram, it can be specified that while making use of digital
technologies there are various kinds of challenges that are faced by the management. Out of 30
respondents, 8 says that the problems arise because of unskilled employees, 7 says that it is
because of technical errors, 8 says that it is because of costly technologies and the rest 7 says that
all these reasons are valid.
3.3 Recommendations to research to link it with research findings
CONCLUSION
As per the research conducted above, it can be depicted that digital technology is one of
the most important element which can be utilised in every organisation so as to improve its
productivity as well as profits in the business environment. Through applying this, companies are
trying to increase their revenue or income within a short duration of time. It is also very effective
in developing the business at a very high level and attracts large no. of customers towards the
goods and services they are supplying in the market. These kinds of technology is also helpful in
conducting the whole research process and while identifying the needs and wants of the
customers towards the innovation done by the company in the market. Once the company get to
26
Unskilled employees
Technical errors
Costly technologies
All of the above
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
FREQUENCY

know about the needs and demands if the customers then they can easily satisfy their clients and
increase the profitability and productivity of the company as well. It is also been said that if the
technology will be implemented in a proper manner the it will help them in reducing their cost
price and achieving the competitive advantage in the company as well. Therefore, proper
planning is required to be done so that corrective and accurate information is being selected.
RECOMMENDATION
From the above mentioned research project, it can be concluded that implementing digital
technology is one of the main task for every organisation because then only they will be able to
perform their business activities in proper manner. Thomas Cook, it is a travel and tourism
industry which provides different kind of packages to the family and business purpose. The
recommendation which are given here are as follows:
 Thomas Cook is making use of various kinds of tools and technologies so as to conduct
their research activities in an effective manner and the tools are like social media,
Facebook and many other. Through this, the functions can be promoted in a very
effective manner.
 The travel and tourism sector companies should try to make a strong and long lasting
relationship with their clients and customers so that the clients get connected to them for
a long period of time.
 The hospitality industry is performing their activities for the welfare of people so they
should make sure that they understand the needs and wants of the customers in a proper
manner so that services can be presented to them accordingly.
 Thomas Cook must assess fund that is required to arrange in order to effectively
implement digital technology in their operations. So that appropriate fund can be
generated for fulfilling the financial need of company.
 Company is required to recruit persons that are expertise in technical field so that digital
technologies can be effectively implement and management within organisation that
leads to greater success.
TASK 4
Covered in Poster
27

28