Influence of Digital Technology in Travel and Tourism Sector

This research project focuses on the influence of digital technology, particularly social media, in the travel and tourism sector. It explores the importance of social media in organizations, ways to implement social networking practices in Thomas Cook, and the impact of social media on customer decision making. The research aims to analyze the role of digital technology in enhancing business strategies and improving customer engagement in the travel and tourism industry.

Research Project

Table of Contents
TITLE..............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
1.1 Formulate and record possible research project outline specifications............................1
1.2 The potential factors that contribute to the process of research project selection............2
1.3 A critical review of key references...................................................................................3
1.4 A research project specification.......................................................................................5
TASK 2............................................................................................................................................6
2.1 Match resources efficiently to the research question or hypothesis.................................6
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures........................................................................................................................6
2.3 Record and collate relevant data where appropriate.........................................................7
TASK 3............................................................................................................................................9
3.1 Use of appropriate research evaluation technique for study............................................9
3.2 Analysis and interpret results for determining original specifications.............................9
3.3 Make recommendation and further area for consideration.............................................17
TAKS 4..........................................................................................................................................17
REFERENCES..............................................................................................................................18

TITLE
The influence of digital technology in the travel and tourism sector.
INTRODUCTION
Digital technology is a can be refers as an umbrella term which is used for computer
based products and solution (Morrison, 2013). It is technology which can be used in computer or
any other electronic media. Technology help in reducing cost of company and well as effective
technology helps in enhancing performance of organization. Digital technology is very important
factor in organization as it help in developing effective and efficient strategies for business. For
this report chosen company is Thomas cook. This company is dealing in travel and tourism
sector and digital technology have huge impact on this sector. Digital technology includes
internet, computer system, mobile communication. All these factor play a crucial role in
influencing customers as well as improving in services offered by this sectors. Social media is
very trading and it can help company in influencing customers as well as communicating them
about services which is provided by company. Social media provide a platform to companies in
this sector which can help in effective marketing of company. This can be beneficial not only for
company but also of whole sector. Company can creative promote its products and services on
various social media to influence customers.
1.1 Formulate and record possible research project outline specifications.
A research is based on specific outline which help in determining he motive of research.
To conduct an effective research it is very important to analyses and investigate each and every
detail or issues which needs to be addressed (McCabe, 2014). In research aims and objective are
very important as it will help researcher in assisting overall activities in right direction to achieve
objective of research. In this research is based on the influence of digital technology in the travel
and tourism sector. Digital and social media can help company in effective and efficient working
of organization as well as marketing on business features and services in a creative or innovative
way.
The essential topic of the specific research is: The influence of digital technology in the travel
and tourism sector.
This research report is based on Thomas cook which is a British global travel company.
This organization was founded in 1841 by Thomas Cook and son. This company is providing its
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services all around the world and its headquarter is located in London, united Kingdom. This
report is based on some specific aims and objective which help in identifying influxes of digital
media on travel and tourism sector. Determined potential aims and objective for exploration of
this research is mention below:
Research aim:
“To analyse the influence of social media on consumer decision making”. A study on
Thomas cook.
Research objectives:
 To analyse the importance of social media in an organisation.
 To determine various ways through which Thomas Cook can implement social
networking practices in their business.
 To identify the impact of social media practices on customer decision making.
Research question:
 What is the importance of social media in an organisation?
 What are the different ways through which Thomas Cook can implement social
networking practices in their business?
 How social media practices impacts on customer decision making?
1.2 The potential factors that contribute to the process of research project selection.
Research can be refers a systematic investigation or study of various sources as well as
materials which help in determining and establishing conclusion. It is an approach which help in
researcher to determining facts to support recommendation and conclusion. In more simple
words, research can be define a process to understanding topic with use of various research
methods and analyzing data into useful information to conclude its impact or solution to
problem. Effective research can be classified in to some parts or area and these area area mention
below: Introduction: This part contains overall information about the topic in more summarized
form. Introduction part determines the purpose of research and portrays aims or objective
for conducting research. This area help in underlying major factors that needs to be
implemented while exploration of the topic. Literature Review: This is the second part of research where various secondary sources
are analyses about the topic. Research will provide their view point on the topic of
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research by collected data from various secondary data. Data or information gathered are
from various sources such as articles, books, documents etc. Research Methodology: This is refers as a systematic plan for conducting research. In
this part includes various tools or techniques which help researcher in determining
research design. In this part various methods of research is analyses which help in
gathering information in research. Data Analysis: Data analyses includes various methods for analyzing data in order to
determine useful information for data which is collected. In this part researcher needs to
identify different methods and select best methods which will help in exploring and
analyzing data which is collected.
 Conclusion and Recommendation: This is the last part of the research where researcher
will provide accurate conclusion and recommendation based on the research. Conclusion
can be refers as a final judgments or interpretation of researcher after analyzing complete
research. Researcher will also provide recommendation based on information or data
analyzed in on bases of research.
1.3 A critical review of key references.
In this part of a research, theoretical evaluation is conducted. This is one of the most
important part of where important concepts are analyses and evaluated with the help of various
secondary data.
What is the importance of social media in an organisation?
According to Sharron Nelson, 2018, there are several importance of social media in an
organisation such as strategy for implementing social media apps such as Facebook, Twitter,
Instagram helps in increasing brand awareness which directly benefit the business operations and
fucntions. In addition to this, promoting products through social media is cost effective rather
than advertising in newspaper, magazines and many more because it not only incur high cost but
also it is not able to reach wide reach of consumers. Along with this, it helps business to get
engage with their customers to have communication with them that will assist them to know their
needs and demands and what new feature they want in new product. This information aid in
production of goods and services. Another importance of social media is is that it improves brand
loyalty. It is because having company's presence on social media, it becomes easy for customers
to get connected with them. Thus it helps in increasing brand loyalty as well as build strong
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customer base. In addition to this, expanding business through social media gives tough
competition to competitors and increases position of company's at market place. Along with this,
business must take use of digital marketing which will help business sites to be top ranker on
search sites that will attract customers to visit respective company's website. Therefore, social
media is the only source which can lead business to increase their sales and earn high profits as
well as build strong customer base.
What are the different ways through which Thomas Cook can implement social
networking practices in their business?
As per Jeff Bullas, there are different ways that Thomas Cook can implement through
social networking practices in their business such as with the help of Facebook the company can
offer packages to their customers with special discounts as well as services. This will lead them
to build strong relation with them. In addition to this these can also create their website or blog
where the respective company can upload their upcoming events, offers, and many more. The
respective company can prepare their brochure and upload it on social sites. So that if any
customer visit their sites can download it and get all details regarding their products and services.
In addition to this, firm can send emails to their potential or loyal customers about their
upcoming schemes which will help them to maintain their relation. Another ways to implement
social networking practices is by advertising ads on various social media apps such as YouTube,
Instagram an many more through which it can reach huge numbers of customers. Along with
this, respective company can also organise various contest for customers so that they can take
participate and know about the organisation. Therefore, it can be said that there are various ways
to implement social media sites for business but it depends on the respective company how they
implement it. Respective company must make the effective use of social media sites for
expansion, growth, build customer base as well as it will result in increased sales and higher
profits.
How social media practices impacts on customer decision making?
According to Angela Hausman, 2014, states the impact of social media on customer
decision making. The first impact is that respective company must recognise the needs of
customers and produce goods accordingly. If organisation does not produce products as per
consumers demands there becomes less chances for their purchase. In addition to this, before
buying any product, customer go through the details and even ask their colleagues or relatives
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about the product and its quality as well as company from where they want to buy it. After
gathering all information they make their purchasing decision. Along with this, customers mostly
buy product from those company who has brand loyalty and also provide products at affordable
price. So, to attract customers, respective company must have strong brand image and should
provide quality services to their customers at reasonable cost. With the help of social media
company can also upload their existing customers feedback through which it will be easy to
influence customers and make their believe about company's products and services. Therefore, it
can be concluded that if respective company have performed social media functions properly.
Along with this, they also maintain their brand image then it will be easy for customers to trust a
firm and their products and services.
1.4 A research project specification
The following research is based upon influence of digital technology, especially, the social
media upon the tourism industry. Social media can assist the respective sector to advertise its
activities and thereby gain the attention of large number of tourists towards the entity. Research
project specification has an imperative role to play within the systematic management of course
of activities associated with exploration of work relevantly. An adequately and relevantly
outlined specification provides a direction so that investigator can easily execute all kinds of
activities associated with research in an effective manner. This helps in gaining the desirable
outcomes from the study. Present research makes use of qualitative method as here the views and
opinions of various persons are considered. Further, descriptive design will be applied as this
provides detailed study on qualitative investigation. Besides this, interpritivism philosophy is
taken into use as this is more effective in relation to the devised aim. Primary as well as
secondary data sources are used to procure valid and reliable data. Hereby, primary sources
provide assistance to researcher in directly gathering important and relevant information in a
timely manner while secondary sources are suitable for carrying out the literature review in an
effective way by making use of data gathered from journals, books, governmental surveys and
public websites.
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TASK 2
2.1 Match resources efficiently to the research question or hypothesis.
Research Design is mainly termed as a blueprint and a Framework in order to conduct any
research. It mainly includes important detail of the overall procedure which is important to gain
information which is required by research structure in order to solve research issues and
problem. Research Design is termed as an arrangement in order to collect data and analyse them
in such a way to accomplish research objectives. Research Design is concept systematic strategy
with the help of which researcher can effectively able to interrogate different types of elements
with and Research issue.
Descriptive research is mainly considered in Research Design with the help of which
information’s are obtained with use of personal interviews questionnaires and observations. In
addition with their descriptive research is termed as in-depth investigations of respondents views.
In exploratory research researcher mainly gather hypothesis with the proper examinations of data
in addition with other variables. In this present research of influence of social media on
consumer decision making researcher take advantage of descriptive Research Design with the
help of this data and information’s are gather in detail form.
2.2 undertake the proposed research investigation in accordance with the agreed specification
and procedures.
In this research systematic procedure in order to collect data and information’s are used
with the help of which measurements of variables are collected. In present research study
researcher take advantage of different types of Data Collection method that provide accurate as
well as effective information’s in other to further conduct the research in a well effective way.
There are mainly two forms of Data Collection methods that can be undertaken by researcher as
to facilitate their research in best effective manner. Primary and secondary sources are
considered in this in addition with this research take advantage of quantitative data in order to
gain individual opinions. In this method of Data Collection, data is mainly measured in the form
of numeric and qualitative terms. Along with this in order to effectively conduct the whole
research investigator take advantage of qualitative method in order to collect data and
information that help them to form questionnaire. Mainly in the method of primary data
collection information and data are gathered with the help of different types of methods such as
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interview, questionnaire and direct observation. In addition with this other form of Data
Collection which is secondary data include information’s that are gathered from newspapers,
journals, magazines and books. In the present research, researcher take advantage of both the
methods of data collection, as in primary method of Data Collection researcher take view point
of 30 respondents. While in terms of secondary research data that has been gathering by
researchers are from journals and newspaper. Along with this sampling method is been also
considered by researcher, in this selection of a sample are allowed to individuals that helps
researcher to father conduct a research in best effective manner.
2.3 Record and collate relevant data where appropriate.
Data collection practices are the most important concept that assist in determining view
and opinions of different participants. On the basis of these kind of practices investigator can
easily analyse market requirement and need for specific term.
QUESTIONNAIRES
Name:
Age:
Contact details:
Q1. Do you have any knowledge about social networking sites?
 Yes
 No
Q2. How does social media benefits business organisation?
 Good foe attracting new customers
 Helps in influencing customers decision making
 Cost and time effective promotional strategy
Q3. Does social media has any negative impact upon overall business growth?
 Yes
 No
Q4. What can be the most effective strategy of marketing through social media?
 Direct advertisement
 Networking events
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 Both of them
Q5. How an organisation can capture eyes of their potential customers through social media
sites.
 By creating creative content
 By updating new offers and discount
 By providing significance information as per their interest
Q6. Does social media practices has any influence of consumer decision making?
 Yes
 No
Q7. Which social media platform is most popular now a days for a business purpose?
 Facebook
 Instagram
 Twitter
 All of the above
Q8. Do you think social media practices can help an organisation to get desired growth?
 Yes
 No
Q9. What type of content customers usually prefer to see in respect of business marketing?
 Videos
 Articles
 Blogs
 Pictures
Q10. Any recommendation for implementing new ideas in business practices for further
improvements..................................................................................................................................
TASK 3
3.1 Use of appropriate research evaluation technique for study.
For a research, investigator can implement different evaluation techniques that can be;
Formative assessment: It is define as one of the most essential portion of research that
involve various functions like finding of information and data. Along with this, it also include
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assessment process based on formal and informal manner which is conducted by researcher. This
is also beneficial for creating effective understanding of topic and other information which are
related to research outcome.
Summative assessment: This assessment method which is used by investigator in order
to examine and determine learning of students. It will be done at the end of educational activity
or unit. Along with this, it is conducted by comparing students current performance to specific
standard which is developed by investigator.
3.2 Analysis and interpret results for determining original specifications.
Theme 1: Knowledge about Social Media
Q1. Do you have any knowledge about social
networking sites?
Frequency
 Yes 25
 No 5
Interpretation: From the above pie it can be interpreted social media awareness is very
essential in today's fast moving scenario. Out 30 respondents 25 of them have knowledgable
regarding social networking sites and the remaining 5 of them do not have knowledge regarding
the same. Therefore, Thomas Cook should take steps to make customers aware about social
networking sites.
9
25
5
Yes
No

Theme 2: Benefits to business
Q2. How does social media benefits business
organisation?
Frequency
 Good for attracting new customers 10
 Helps in influencing customers
decision making
12
 Cost and time effective promotional
strategy
8
Interpretation: From the above chart it can be analysed that there are several benefits of
social networking practices. As out of 30 respondents, 12 of them stated that social networking is
benefited through cost and time effective promotional strategy, 10 of them states it helps in
influencing customer decision making and remaining of 8 are in favour the it usually enhances to
attracting new customers. Therefore, to be effective in market a Thomas Cook should aim the
benefiting.
Theme 3: Negative Impact of Social Media
10
10
12
8 Good for attracting
new customers
Helps in
influencing
customers
decision making
Cost and time
effective
promotional
strategy

Q3. Does social media has any negative
impact upon overall business growth?
Frequency
 Yes 21
 No 9
Interpretation: The above graph represents the negative impact of social media on
businesses. From out of 30 respondents 21 are of opinion that social media negatively impact the
overall business performance and the remaining 9 of them states that social media do not have
any negative impact on business. Thus, Thomas Cook should control the negative impact of
social networking.
Theme 4: Effective Marketing Strategy
Q4. What can be the most effective strategy
of marketing through social media?
Frequency
 Direct advertisement 12
11
21
9
Yes
No

 Networking events 8
 Both of them 10
Interpretation: The above mention graph interprets that there are several marketing
strategy through which businesses can be promoted. Out of total 30 respondents 12 states that
direct advertisement is effective marketing strategy, whereas 8 of them are in favour of
networking sites and remaining 8 in favour of both. Therefore, Thomas Cook should analyse
effective marketing strategy.
Theme 5: Capturing potential customers
Q5. How an organisation can capture eyes
of their potential customers through social
media sites.
Frequency
 By creating creative content 15
 By updating new offers and discount 10
12
Direct advertisement Networking events Both of them
0
2
4
6
8
10
12
14
12
8
10
Column C

 By providing significance information
as per their interest
5
Interpretation: From the above pie chart it can be concluded that there are various
methods through which potential consumers should be captured. As per this out of 30
respondents 15 thinks that creating creative content will help in capturing potential customers,
moreover 10 of them states that providing new offers and discounts will help and the remaining
5 are in favour of providing information as per consumers requirements. Thomas Cook should
implement various strategies to capture potential customers through social media.
Theme 6: Influence of social media
Q6. Does social media practices has any
influence of consumer decision making?
Frequency
 Yes 25
 No 5
13
15
10
5 By creating creative
content
By updating new offers
and discount
By providing
significance information
as per their interest

Interpretation: Above graph interprets the level of influencing on consumer decision
making through social media. Out the 30 respondents 25 of in favour that social media practices
influences consumer decision making and the remaining 5 are against this. Hence Thomas Cook
should adopt various social media strategy because this will help in increasing profitability for
respective company.
Theme 7: Most common social media platform
Q7. Which social media platform is most
popular now a days for a business purpose?
Frequency
 Facebook 5
 Instagram 5
 Twitter 2
 All of the above 18
14
Yes No
0
5
10
15
20
25
25
5
Column C

Interpretation: From the above mentioned pie chart it has been identified that there are
various platform that helps business to expand its operations. Out of 30 respondents maximum
18 think that Facebook, Instagram and twitter are the most popular social networking sites that
assist a business to conduct there promotional activities easily.
Theme 8: Desired growth
Q8. Do you think social media practices can
help an organisation to get desired growth?
Frequency
 Yes 26
 No 4
15
5
5
2
18
Facebook
Instagram
Twitter
All of the above

Interpretation: The above graphs interprets the social media helps in enhancing the
desired growth of an organisation. Therefore, out of 30 respondents 26 are in favour that this and
the remaining 4 are against this. Therefore, Thomas Cook can implement effective social media
strategy to enhance their overall growth.
Theme 9: Content Preferable by customers
Q9. What type of content customers usually
prefer to see in respect of business
marketing?
Frequency
 Videos 9
 Articles 6
 Blogs 7
 Pictures 8
16
Yes No
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
26 4 Column C

Interpretation: As per the chart it can be identified that there are various ways to that
attracts customers to business. From out of 30 respondents 9 of them prefer content through
videos, 8 of them prefer to see pictures, 7 of them prefer reading blogs and the remaining 6
prefer articles. Therefore, evaluation by businesses should be to analyse the most preferable
content by consumers.
3.3 Make recommendation and further area for consideration
Conclusion
From the above report it can be concluded that digital media play a significant role in
business and its activities. Digital media provide a wider scope to business and provide many
opportunities to company. Social media as well as digital media help in communicating or
informing customers in more creative way. This is easy to connect with large number of
customers at same time. This research report implies that social media have huge impact on
customers and it is very helpful in influencing customers towards company.
Recommendation
For the above research it has been recommended that it is required for an organization to
implement digital technique in order to enhance their business performance easily. On the basis
of thee kind of approaches, they can easily implement new strategies in their business practice.
While conducting a research on such topic, it is required to for investigator to get proper
17
9
6 7
8
Videos
Articles
Blogs
Pictures

knowledge of digital marketing techniques so that they can analyze customer’s requirement and
need effectively. In respect of Thomas Cook, it can be recommended that they need to
implement different social media techniques in their business practices that has a major influence
on consumer buying behavior. On the basis of this, they can easily grab opportunity to retain in
the market for a long term duration easily.
TAKS 4
Covered in poster
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REFERENCES
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McCabe, S. ed., 2014. The Routledge handbook of tourism marketing. Routledge.
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Kim, Y., Wang, Y. and Oh, J., 2016. Digital media use and social engagement: How social
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Vaterlaus, J.M. and et.al., 2015. # Gettinghealthy: The perceived influence of social media on
young adult health behaviors. Computers in Human Behavior. 45, pp.151-157.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
Narangajavana, Y. and et.al., 2017. The influence of social media in creating expectations. An
empirical study for a tourist destination. Annals of Tourism Research. 6., pp.60-70.
Tham, A., Croy, G. and Mair, J., 2013. Social media in destination choice: Distinctive electronic
word-of-mouth dimensions. Journal of Travel & Tourism Marketing. 30(1-2). pp.144-
155.
Online
7 reasons why social media marketing is important for your business. 2019. [Online]. Available
through:<https://www.digitaldoughnut.com/articles/2018/february/7-reasons-why-
social-media-marketing-is-important>.
10 Ways To Launch and Promote A Product Using Social Media. 2019. [Online]. Available
through:<https://www.jeffbullas.com/10-ways-to-launch-and-promote-a-product-using-
social-media/>.
Consumer Decision Making Process and Social Media. 2019. [Online]. Available
through:<https://www.hausmanmarketingletter.com/social-media-drives-consumer-
decision-making-process/>.
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