Data Analysis and Research Methods in Tourism

The assignment discusses the role of data analysis in the tourism industry, highlighting its significance in decision-making and customer experience improvement. It delves into data collection processes, including sampling and questionnaire approaches. The document also touches on research methodologies, such as qualitative inquiry and quantitative approaches. Overall, it provides a comprehensive overview of data analysis techniques used in the tourism sector.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................4
ACTIVITIES AND TIMELINE......................................................................................................6
REFERENCES................................................................................................................................8

TITLE: The impact of digital technology on travel agencies - A study of Brightsun travel
agency
INTRODUCTION
In today's world, digital technology has made a great impact upon each business
functionalities. Technology plays a vital part for the travelling sector of UK to implement
necessary changes in organisational structure of industry. Digital technology may implement by
its professionals upon its variety of business functionalities in respect to making easier day to
day practices of business (Barrett and et.al., 2015). The present research will concentrate on core
business process of Brightsun such as marketing, human resource, supply chain and order taking
process, etc. Apart from that, the researcher will concentrate on analysing the researcher
questions or aim and objectives of the study to knowing about influences of digital technology
upon execution of various operational practices of Brightsun travel agency in industry.
BACKGROUND OF STUDY
The major focus of the investigation upon knowing main influences of digital technology
upon various operational practices of Brightsun travel agency in UK. The research has conducted
on Brightsun organisation which is UK based small travelling agency. In addition, from SMEs to
large scale travelling organisations are implementing digital technological applications in terms
of enhancing their business productivity and profitability in industry. It has examined that,
travelling sector one of the emerging sector in UK which is adopting variety of advanced digital
technologies in terms of gaining sufficient amount of success (Benckendorff, Sheldon and
Fesenmaier, 2014). The research will focus on the selection of digital technology to improve the
performance of the business in industry. Apart from that, the study will be focused on literature
review upon major objectives of the research project in order to examining the importance of
digital technology and hallenges facing by Brightsun organisation to applying digital technology.
Moreover, the research will be discussed to enrich the topic. Investigator will examine applicable
articles in context to make research more robust and effective.
Aims and objectives of study
Aim of the research project is “ Tio analysing the influences of digital technology
applications upon daily business operational activities of Brightsun, UK”.
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Research Objectives:
 To recognising the importance of digital technology and its applications
 To examining the impact of digital technology on daily business operations of Brightsun To analyse the challenges facing by Brightsun organisation to applying digital technology
Research questions:
 What is the importance of digital technology and its applications?
 What are the impacts of digital technology on daily business operations of Brightsun? What are the challenges facing by Brightsun organisation to applying digital technology?
Rationale of research:
Organisation has taken underestimation of influences of digital technology upon various
business functionalities in order to make easy to completion of each business tasks. With the help
of digital technology, company will be able to attain their desired goals and objectives in
industry in respective form. It assists them to make betterment within existing business
performance in industry to better engage with each employee or its existing customer at online
marketplace efficiently. In addition, the study will arise effective opportunity to gaining
appropriate knowledge about effectiveness of digital technology upon business practices and
how it makes the way easier for business to maintain services and tasks of firm. Moreover, the
report also furnish impressive opportunity to research to gaining detailed knowledge about
Brightsun organisation and its variety of business practices towards provision of tour facilities.
Significance of research:
The researcher will assist the academician and future investigator for enhancement of
their experience level in this participate subject concern. The research has examined that digital
technology is one of the emerging sectors in the UK which is affecting its performance level of
travel business and company currently using digital technology.
LITERATURE REVIEW
In the literature review, the researcher has aims to compare and contrast on the review of
senor authors and researcher. The major motive of literature review is to establishment of
theoretical framework in the investigation.
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Meaning and importance of digital technology:
According to Brynjolfsson and McAfee, (2012) it has stated that, digital technology refer
to using of advanced mobile and computerise software and tools to helping business practices to
execution of its day to day activities in smooth ways. It has changed the ways of doing business
in industry to attaining customer base in industry in effective manner. The author also has stated
that, variety of digital technological instrument can be utilised by its professionals in case of
performing way and clearing the way of doing business. However, it is very important thing for
each travel agency to utilise digital technology at workplace to making the way easier to taking
order to smoothly execution of day to day business practices in easier form.
In this context, researcher has stated that, the business is using advanced mobile and
computer digital technological applications in order to making the way clear to generating high
amount of profitability within it. Apart from that, Cooper, (2012) argued that digital technology
indeed to outshine the traditional ways of working of travelling agencies in industry. Numbers of
technological instruments assisting its professionals to enhance the capability of the business to
generating revenue from the marketplace by deliver quality of tour facilities of their agents.
Thus, digital technology play vital role in terms of increment in productivity and profitability
volume of company or also gaining desired goals and growth in current marketplace.
Impact of digital technology on organisation:
According to Egger, (2013) digital technological instruments and applications help the
travelling sector of the nation to enhancing the overall quality of business practices. In order to
making communication among several functionalities of the business, organisational
professionals require using of mobile technology to getting engaged with each other at
workplace to execution of business practices in respective manner. With the help of digital
technological instrument, its professionals will be able to promulgate the profitability and
productivity of business within travelling industry. Management of organisation can easily
connect with their client and also make them realise about current trending offers provided by
the company towards its existing or loyal customer in industry.
In addition, Gelenbe and Caseau, 2015 elaborated that, travelling sector of UK is utilising
dynamic packages of digital instrument in context of taking ordering from its customer at online
platform and making payment system of its facilities from users from online payments services
which is effective tools to getting payment. Howsoever, in today's world internet services are
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being utilised by travelling sector in order to making digital technology easier for users. Digital
technology is one of the most appropriate tool for travelling company to making effective
communication within its existing process of company to completion of each tasks. The industry
is currently is using several types of information technology and digital technological application
to make the way cleat to functioning of each business tasks within effective form. Research has
observed that, digital technology also improve the inter-office communication channel to interact
with each other efficiently. Mobile software and cloud computing is one of the best digital
technological tools which may be adopted by them to gaining better customer conveniences. So
technology has improved the way of doing business of travelling sector in UK effectively.
Challenging of digital technology to business organisation:
As per Gelenbe and Caseau, (2015) it has been stated that several types of digital
instrument is are being utilised by travelling organisation in industry to betterment tour facilities
of the business practices in possible manner. Numbers of challenges has been facing several
types of issues and barriers to execution of business exercises. Howsoever, often times, it has
been observed that older employees were not about to keep up with the latest digital technology
of the travelling sector in industry. So it is necessary to given proper training and development
program to their older employees to encourage them to comply with the advanced digital
technology at workplace to completion of each business tasks in easy form.
In addition, Hudson and Thal, (2013) it has examined that, technological errors can be
incurred in the business while performing business activities upon its digital applications.
However, many times, organisation require frequenting update their digital instruments with
innovation to smoothly running of business activities in respective form. Numbers of
cybercrimes has been filing in United Kingdom. So it is important for business to using of
internet protection application to reducing the chances to licking access of important data of
company which can be tracked by their persons. Thus, these are few challenges identified
through reviewing of literature.
RESEARCH METHODOLOGY
Research methodology is a process when it can be identifying the objective of project and
it analysis the whole case study, it is a step by step process to design a methodology used for the
researcher. There are some methodologies described as given below:
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Research Philosophy- The research philosophy is the process to collect the information
regarding the research areas (Taylor, Bogdan and DeVault, 2015). They are analysing the present
research project and determine the actual project information. The objective of this philosophy to
finding the actual requirement in research. In currently, the research are used positivism research
that are help to analysing the whole project and case study.
Research Approach- The research approach is very important because they are
describing the whole process. It can be analysis all type of assumption are used in the project
scenario. Inductive research approaches are used because they are managed the whole goals and
aim of project (Mackey and Gass, 2015). It can be follow step by step process and then
identifying some questions like- what data are important for the research and what are the
platform are useful for the research areas.
Research Design- The design is the important for the research areas because they are
planning for the design. They are followed some formulation strategies for the design purpose.
They are using a descriptive approach to create an effective type of design. It describes the whole
structure of project. It is very important part of research methodology. This technology are used
for the Brightsun Travel agency. These travel agency are designing their business process
according to the customer requirement.
Research Strategy- Research strategy is very important for the researcher because the
project coordinator maintain the planning to achieve their goals. They are making a new strategy
for the development of Brightsun Agency organization. They are always used new approaches to
solve the problem regarding the case study in research. It can be use quantitative approach to
analysis the whole data in the research areas.
Data collection- The data collection is a process to store a large amount of information in
the Bright-sun Agency portal. It is very essential part of the organization to maintain the
information (Lewis, 2015). The collection of information is maintained by the manager of
Brightsun Travel Agency. They are using a questionnaire approaches in the research area.
Sampling- It is a process to maintain the small data are taking form the large amount of
data. They are stored a data through the survey and identifying the actual order of data in the
research field. In Brightsun Travel Agency, they are taking 10 managers are collected the data
Data Analysis- Data analysis is a process when it analysing the whole research area in a
proper manner. It can be stored the data and identifying the correct order. It is a systematic
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process to increase the level of project (Flick, 2015). Data analysis is the best approach to
determine the actual values of the organization. The manager of Brightsun collected information.
They are maintained in the form of database.
ACTIVITIES AND TIMELINE
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REFERENCES
Books and Journals
Barrett, M. and et.al., 2015. Service innovation in the digital age: key contributions and future
directions. MIS quarterly, 39(1), pp.135-154.
Benckendorff, P. J., Sheldon, P. J. and Fesenmaier, D. R., 2014. Tourism information
technology. Cabi.
Brynjolfsson, E. and McAfee, A., 2012. Race against the machine: How the digital revolution is
accelerating innovation, driving productivity, and irreversibly transforming employment
and the economy. Brynjolfsson and McAfee.
Cooper, C., 2012. Essentials of tourism. Pearson Financial Times/Prentice Hall.
Egger, R., 2013. The impact of near field communication on tourism. Journal of Hospitality and
Tourism Technology, 4(2), pp.119-133.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gelenbe, E. and Caseau, Y., 2015. The impact of information technology on energy consumption
and carbon emissions. Ubiquity, 2015(June), p.1.
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.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
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