Influences of Technology on Consumer Decision Making in Travel and Tourism Sector

Analysis of the influences of technology
on consumer decision making In
Travel and Tourism Sector

Table of Contents
Title: To analysis the influence of technology on consumer decision making in Travel and
Tourism Sector – A Case Study on TUI group...............................................................................1
TASK 1............................................................................................................................................1
P1.1 Aims and objectives.......................................................................................................1
P1.2 Factors that contribute to the process of research project .............................................2
P1.3 Literature review of key references................................................................................3
P1.4 Research methodology ..................................................................................................5
P1.5 Appropriate plan for research project ............................................................................6
TASK 2............................................................................................................................................8
2.1 Match resources efficiently to the research question.......................................................8
2.2 Research investigation in accordance with the agreed.....................................................8
specification and procedures.................................................................................................8
2.3 Record and collate relevant data.....................................................................................10
TASK 3..........................................................................................................................................13
3.1 Research evaluation techniques......................................................................................13
3.2 Interpret and analyse the results....................................................................................14
3.3 Recommendations for further consideration..................................................................16
TASK 4..........................................................................................................................................18
4.1 outcomes of the research to an audience........................................................................18
REFERENCES .............................................................................................................................19

Illustration Index
Illustration 1: Consumer behaviour model......................................................................................4

Title: To analysis the influence of technology on consumer decision making in
Travel and Tourism Sector – A Case Study on TUI group
TASK 1
P1.1 Aims and objectives
Background of the study
The influence of digital technology on consumer decision making in travel and tourism
sector is important and essential factor to be considered. There are different factors which
influence the decision making process as well. Consumers are the core factor in every
organisation. In today's world, companies are advertising their products and service online to
attract more customers. Customers can compare the products of tourism sector online and then
can choose the product which is suitable according to his budget or requirement. Digitization
alters the behaviour of customers as well. Industries can promote the products during the travel
through different attractive methods and can change the decision of the customers.
Rationale of the study
It is essential for the travel and tourism industry to analyse the impacts of digital
technology on the business and influence of technology on consumer decision making in Travel
and Tourism Sector(Tsao and et.al., 2015). Social media has essentially changed the decision
process of consumers. Customers can compare the products offered by industries and can choose
the best one from the different products. Consumer behaviour is the ongoing process which is
connected to the technological advancement. Digitization is the strong factor which can directly
influence the customers. Company can use different technological resources to grab the attention
of customers and attract them towards its organisation(Cohen, Prayag and Moital, 2014).
Aims and Objectives
Aim: “To analysis the influence of technology on consumer decision making in Travel and
Tourism Sector – A Case Study on TUI group”
Objectives:
 To find out the main factors which influence the decision making process of consumer.
 Understanding the Technology And Its Impact On Consumer Behaviour To analyse the different consumer behaviour model which are connected to the
technological advancement.
1

Research questions :
 What do you understand by the concept of influences of digitization on the consumer
behaviours ?
 What are the main factors which influence the decision making process of consumer ?
 What are the different models of consumer behaviour ?
P1.2 Factors that contribute to the process of research project
There are various factors which contributes to the process of research project. These
factors are required to conduct any research. As per the current scenario, factors that contributes
to the research on the influences of digital technology on the decision making process of
consumer are essential to be considered. Scope, purpose, interest are the primary factors in the
research project. Explanation of these factors are as follows :
Purpose : It is the main factor of research project. If purpose is not cleared and not well defined
than a researcher can not conduct any research to gather information and data. It is the primary
concern in any investigation. It is concerning factor to examine the effectiveness of research and
describing the way by which goal can be met. To be effective and efficient, purpose should
consider following aspects such as specific, concise, clear and goal oriented. If the purpose of the
project have all these prospectuses that definitely a researcher will succeed. Purpose should be
clear, well discussed, specific and easy to understand(Klingler, 2017).
Scope : The scope of this conducting research is very broad and wide. Researcher can get many
other additional information of the impacts of the digitization through this research. Business can
get information regarding to the impacts influences either negative or positive by which
company can increase the level of performance and overcome the negative impacts. With the
analysis of influence on the decision making process company can also get the behavioural
aspects of consumer which is the core factor for organisation. Consumer is the factor upon which
company makes and develop strategies regarding to the products and services(Baptista, and
Oliveira, 2015).
Interest : Interest level of researcher is also considered in the essential factor of research. It is
required that researcher should be interested to conduct the primary or secondary research.
Conducting the research is also depends on the interest level of researcher as such primary
research takes long time and expensive as well so may be researcher will not be interested to
conduct these types of research(Siguencia, Marzano and Herman, 2018).
2

Apart from these factors, there are several other factors which contribute to the process of
research project. Research project is depends on the cost, scope, risk, time, access, quality and
resources. These all factors are necessary to be considered while making proper strategy of
research.
P1.3 Literature review of key references
Theme 1 The main factors which influence the decision making process of consumer :
There are mainly five factors which influence the decision making process such as
market campaigns, economic conditions, personal preferences, group influences and purchasing
power of the consumer. Promotion plays an important role in determinant the purchasing
conclusion made by consumers. They are even famous to carry about a large alteration in market
shares of agonistic industries by determinant the buying judgement of consumers. The Marketing
campaigns accomplished on regular base can determinant the consumer purchasing decision to
such a magnitude that they may prefer for one brand over another or cater in decadent or giddy
buying. Consumers are affected by different cultural changes such as like, dislike, preferences,
beliefs, values, tastes and fashions(Foxall, 2014). These factors mainly affect the decision
process of buying any product. Generally customers desired to buy those products and brands
which are well known and in fashion trend. There are two types of group influences which affect
the decisions made by customers. First influencing group consist family members, relatives and
friends while secondary group consist neighbours and society groups. The main and important
factor which affect the decision making process of consumer is purchasing power which is
mainly affected through digitization.
Theme 2 Technology And Its Impact On Consumer Behaviour :
In the today's competitive market, technological advancement huge change the marketing
activities and consumer behaviours. Expectations level of the customers have changed and new
communication channels are implemented by which it directly effects the activities and operation
of the business. Technology has totally modified the business environment, customers can access
the goods and services at anytime through the mobile. TUI group have to keep up with the
changes in customer's behaviour and decision making process. They have increased their
expectation level and understand the authority, rights and power they have. They know that what
can they do if they not satisfied with the service of the company. In the past, company was
providing the product and services through E-mail. By which company can not get the
3