Influence of Digital Technology in Travel and Tourism Sector

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
1

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
2

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
3

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
4