The Impact of Digital Technology on Business Activity: A Case Study of TUI Group

The impact of digital technology on business activity
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Table of Contents
Chapter 1: Introduction....................................................................................................................5
1.0 Introduction............................................................................................................................5
1.1 Background of the research...................................................................................................5
1.2 Research Aim.........................................................................................................................5
1.3 Research Objectives...............................................................................................................5
1.4 Research Questions................................................................................................................6
1.5 Rationale of the Research......................................................................................................6
1.6 Terms and Limits of the research..........................................................................................6
1.7 Structure of the Research.......................................................................................................7
1.8 Summary................................................................................................................................7
Chapter 2: Literature Review...........................................................................................................8
2.0 Introduction............................................................................................................................8
2.1 Conceptual framework...........................................................................................................8
2.2 Latest digital technologies trends in the travel and tourism industry....................................9
2.3 Impact of digital technologies in the business operations of tour operators........................10
2.4 Digital implementation and business decision-making.......................................................11
2.5 Digital implementation and customer engagement.............................................................11
2.7 Conclusion...........................................................................................................................12
Chapter 3: Methodology................................................................................................................13
3.1 Research Philosophy............................................................................................................13
3.2 Research Approach..............................................................................................................13
3.5 Data Analysis.......................................................................................................................14
3.6 Sampling Techniques...........................................................................................................14
3.7 Ethical Considerations.........................................................................................................14
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3.8 Research Limitations...........................................................................................................14
3.9 Timescale.............................................................................................................................15
3.10 Gantt chart.........................................................................................................................15
3.11 Summary............................................................................................................................17
Chapter 4: Results/Findings...........................................................................................................18
4.1 Quantitative Analysis...........................................................................................................18
4.2 Qualitative Analysis.............................................................................................................25
Chapter 5: Discussion....................................................................................................................27
Chapter 6: Conclusion and Recommendations..............................................................................28
Conclusion.................................................................................................................................28
Recommendations......................................................................................................................28
References......................................................................................................................................29
Appendix........................................................................................................................................31
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Abstract
The research paper focused on the impact of digital technologies on the business activities of an
organization. This research paper clearly defines the aims, objectives, and questions of the
research. Further, the research paper also depicted the significance of the study concerning the
issues of digital technologies. The research was conducted using Positivism Philosophy,
Deductive Approach, Primary and Secondary Data collection, and Random Sampling
Techniques and non-probability sampling technique. Further, the findings were presented in the
form of tables and graphs. The researcher conducted quantitative and qualitative data analysis.
At last, the findings concerned with the impact of digital technologies on business activities and
future recommendations were provided for the betterment of future research works.
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Chapter 1: Introduction
1.0 Introduction
In the present scenario, digital technologies have been growing at an exponential rate. This rapid
growth of digital technologies has forced majority of the organizations to opt for these
technologies as it helps in increasing the efficiency of the business operations and gain
competitive advantage in the market. The evolving digital technologies have created an immense
impact on the travel and tourism industry all across the world. In this research study, the chosen
organization is “TUI Group” and the impact of digital technologies on the business activities of
the organization will be evaluated critically.
1.1 Background of the research
In the year 1997, TUI Group commenced business in the travel and tourism industry (TUI
Group, 2018). The company used to use outdated technologies within the company and due to
this, the company faced several issues and challenges such as slow growth of the business,
decline in the effectiveness level, and so on. Thus, this made it tough for the company to operate
effectively in the tourism market, they were not able to reach clients, and the profit margins were
declining significantly. Thus, due to these inefficacies the company decided to integrate
technologies within the organization to improve their efficiency in business operations. Hence,
the purpose of the study was to gather relevant information to identify the impact looming on the
business activities of the company. As the company, invests in the technologies, the researcher
has identified the effectiveness of investing.
1.2 Research Aim
The aim of the study was to evaluate the impact of digital technologies on the business processes
of TUI Group to understand the effectiveness. Upon identification of the positive and negative
points, the study will critically justify the impact of digital technology.
1.3 Research Objectives
The objective of the study is as follows:
 To identify the positive and negative impact of digital technology
 To identify the influence of digital technology on purchasing behaviour of consumers
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 To identify the affect of digitalization over the economic condition of business
organizations
 To identify the impact of digitalization on managing cost for the travel and tourism
companies
1.4 Research Questions
The research questions of the study are as follows:
 What is the positive and negative impact of digital technologies?
 How does digitalization of technology influence the purchasing behaviour of customer in
tourism sector?
 How the digitalization on technology does affect the economic growth of business
organizations?
 How digitalization of technology helped managing cost for the travel and tourism
companies?
1.5 Rationale of the Research
In the modern era, evolution of digital technologies has been the major catch of the organizations
operating in tourism industry. Most of the companies operating in tour and travel sector are
focused on using technological advancement in order to acquire maximum share in the market
and increase their profit margins. In the present scenario, gaining the competitive edge has been
the major priority for the travel companies. It has become vital for the organizations to opt for
digital technologies to sustain in the competitive market (Ijircce, 2018). In addition, another
major concern is that since every organization is integrating digital technologies the tour and
travel market is being saturated as well as the competition is growing even further. This is
affecting the market share of the tourism organizations. This research study has shed light on the
advantages and disadvantages of digital technologies on TUI Group.
1.6 Terms and Limits of the research
The terms of the research are “digital technologies”, “tour and travel industry”, “business
activities” and “TUI Group”.
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The research is limited geographically since the research is conducted based on TUI Group that
is one of the tourism companies in Germany.
1.7 Structure of the Research
Figure 1: Structure of the Research
(Source: Created by learner)
1.8 Summary
In this chapter, a brief introduction about the digital technologies and its impact on the business
organizations had been presented. Further, research aim, objectives, and questions have been
provided based on which the research will be conducted. This chapter also discusses the rationale
of the research study that shows the issues of digital technologies.
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IntroductionDiscussion

Chapter 2: Literature Review
2.0 Introduction
In the literature review, impacts of digital technologies on the tour businesses of UK are
discussed by looking at the findings of other researchers. This literature will enable the
researcher in understanding the perception of other researchers on the implementations of digital
technologies in the business. In this literature review, the manner in which the digital technology
are influencing the businesses and its activities, which will create the vision of the positive and
the negative impacts of digitalization on the business.
The literature review would help the researcher in gaining knowledge regarding the use of
technologies in the business activities of the organizations. Moreover, it would highlight the
positive and negative impacts being created with the increased dependency on technology.
2.1 Conceptual framework
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