This research project investigates the influence of technology on the travel and tourism sector. It explores the adoption of technology by travel and tourism organizations, the impact of technology on customer behavior, and the challenges and opportunities associated with technological advancements in the industry. The study utilizes a mixed-methods approach, combining quantitative data from a survey of tourists in London with qualitative data from interviews with travel and tourism managers. The findings highlight the importance of technology in enhancing customer experience, improving operational efficiency, and gaining a competitive advantage in the travel and tourism market. The research concludes with recommendations for travel and tourism organizations to effectively leverage technology to meet the evolving needs of customers and thrive in the digital age.
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