The Influence of Technology on the Travel and Tourism Sector: A Research Project

This research project investigates the impact of technology on the travel and tourism sector, focusing on the TUI organization. It explores how technology influences customer decision-making processes, enhances service standards, and presents both opportunities and challenges for the industry. The research utilizes a mixed-methods approach, combining quantitative and qualitative data collection techniques, including questionnaires and surveys, to analyze the impact of technology on customer behavior and satisfaction. The findings highlight the significant role of technology in shaping the travel and tourism landscape, emphasizing the need for organizations like TUI to adapt and leverage technological advancements to remain competitive and meet evolving customer expectations.

RESEARCH PROJECT:
The influence of technology in the travel
and tourism sector

TABLE OF CONTENTS
Task 1...............................................................................................................................................1
1.1 Formulate and record possible research project outline specifications.................................1
1.2 Identify the factors that contribute to the process of research project selection....................3
1.3Undertake a critical review of key references........................................................................3
1.4Produce a research project specification.................................................................................3
1.5 Provide an appropriate plan and procedures for the agreed research specification...............4
Task 2...............................................................................................................................................5
2.1. Match resources efficiently to the research question or hypothesis.....................................5
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 appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why?..........................................................9
3.2. Interpret and analyze the results in terms of the original research specification................10
3.3. Make recommendations and justify areas for further consideration..................................20
Task 4.............................................................................................................................................21
4.1. Use an agreed format and appropriate media to present the outcomes of the research......21
References......................................................................................................................................22

LIST OF TABLES
Table 1: Timescale for the research plan.........................................................................................4

Task 1
1.1 Formulate and record possible research project outline specifications
Topic
In the current time travel and tourism is the most important and famous sector which contribute a
lot in the country economy and through which needs and requirements of the entire world is
considered. In the same condition technology play major role to enhance the performance and
quality of the travelling services in the market which will increase the economic rate. This
research is related to the impact of technology or media on the TUI organization which is dealing
in the tour operations services and how this will enhance TUI service standard in the market. The
research will define the background, aims and objectives which are related to the topic (Xiang et
al, 2015).
Background of the research
With the help of technology implementation the industries dealing in travel and tourism such as
TUI as tour operator will achieve various types of benefits by using internet, social media or
other digital technology. Technology will help the organization to communicate with their
employees and customers in more flexible way. This will also expand the business at large scale
and enhance the economic condition of the country (Moutinho and Vargas-Sanchez, 2018).
Research aims and objectives
The aim of the research is to identify the impact and influencing power of technology or internet
or media on the services of TUI in the market.
Objectives are as follows:
 To assess the decision making process of the customers with the help of technology in the
TUI tour operator organization.
 Objective is related to research on the importance of technology in the tourism sector
industries.
 Risk and challenges are also identified in the research when organization tries to
implement technology.
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Questions related to research
 Define the technology in respect of TUI tour operating organization and its impact on the
customer while making travelling decisions.
 Give some views of the travellers regarding digital technology and how this will help
them during their travelling (Neuhofer et al, 2014).
 What are the major role and characteristics of the technology like internet or media in the
same sector and how this will enhance the business?
Research rationale
Rationale of the research is related to justify the topic selected by the researcher with the
understanding of the applications of the research in the future. In the research it is also discuss
that travel and tourism is the major sector which influences the customers to send their vacations.
There are many factors which attract the customers towards the TT sector but digital technology
is the major point which makes the entire process of booking, payment and cancellation easy.
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1.2 Identify the factors that contribute to the process of research project selection
There are different types of factors which help or contribute in the research process and that help
the researcher to generate the best and accurate analysis. Factors in the research process
contribution will include library, experimental research and descriptive. This will not only cover
the literature review but also include the research methodology under which research is
conducted. The research will also focus on the rationale, aims and objectives of the research. The
research will also use some of the major factors to analyze the various approaches in respect of
the customer services which create long term relationship with the organization dealing in the
travel and tourism such as TUI dealing as the tour operators (Wang et al, 2016).
It is important for the organization to hire the employees who are well skilled and trained and
provide quality of services to the tourist people. They need to follow a set process and procedure
to identify the customer buying decision making process. The major factor which help the
researcher or influence the researcher for selecting this topic is that this is the most famous and
connectivity topic for identifying the customer needs and expectations and also enhance the use
of technology in this sector.
1.3 Undertake a critical review of key references
Role of technology in travel and tourism
In the advent of travel and tourism industry the role of advancing technology is very significant.
Various changes in the communication procedures and guest and service improvements can be
observed. The unbreakable communication process of the organization is appreciated by the
guests in the enhancement of their experience of the qualities. The websites and blogs of the
industry help the consumers in understanding the procedures and functioning of the industry of
that particular country. This can provide easy access in terms of the bookings and transport
facilities which help the professionals in a reduction of their workload on their travel.
The invention of computer systems is one of the most important ones for the tourism industry as
the industry is spread across the globe and it becomes easier to connect to the customers and
interact with them. This is also one of the factors to enhance the profitability of the firm as the
consumers are looking for better facilities here and are ready to pay premium prices in order to
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get the comfort facilities. The changes in the bookings and timings from both the ends can be
communicated with the use of various tracking devices, GPS services and emails.
Impact of travel technology in travel and tourism industry
The economic and social growth of the organization also depends on the smooth functioning of
the firm which can be achieved through the effective processes of communication in the firm. The
transport facilities provided through air travel has gone up to be dependent on the technological
contributions on a very large scale as they provide low cost tracking systems as well as enhance
the experience of the travel for the tourists.
The tourism system of any economy is also known as the most innovative and technologically
advanced industry of any nation. Various external forces also determine and drive the forces of
the sector which is influenced and various changes are implemented keeping the advancements of
information technology and introduction of various products and services based on the
technological changes.
Various examples for the setbacks suffered by the travel and tourism industry because of the
economic and physical crises of the country can be the global financial crises of 2008 as well as
the 9/11 attack by the terrorist organizations. Various airlines had to reconsider and make
necessary changes in the policies for marketing in the economy. Because of such uncertainties of
the environment and terrorist attacks on the economy, the firms of aviation industry had to
implement various strategies in order to manage the content, personalize the content of the firm
and develop the intelligence paraphernalia. The safety was of utmost importance during such time
which was achieved by various technological advancements.
“Various advancements of technology and changes made by it in our day to day life are
enhancing the lives of all the individuals in every aspect. The ease of use of technology is seen
because of the devices like computers, mobiles etc. and available of internet facilities on these
devices. Technological advances and internet facilities have proved to be a boon in all sectors
and resulted in tremendous growth.”
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Also, the advent of internet facilities on the mobile devices and development of services through
the ecommerce portal
The consumers are able to develop and access the booking and various other facilities online
itself which enhances the experience of the services as well.”
“Another important step in travelling was made by the Global Distribution System – one of the
most enhanced technologies and a single contact for enhancing the consumer experience by
making the airline, car rentals and hotel room bookings easier for the consumers. Earlier these
services were used by the OTA travel agents and the large business entities only but are now
available to every individual.”
Impact of Internet in the travel and tourism industry
Along with the development of the technological devices like mobile phones and computers the
advent of internet facilities has also impacted the industry deeply with the establishment of
various portals for redefining the experience altogether. These formations of portals have helped
the organizations for effective distribution of the resources and their allocation. The airlines like
Lufthansa and British airways have implemented various structural changes all together and have
started giving these online services as a part of their business policies. This has enabled the
organizations to provide a better customer support as they can be available to all the different time
zones of the country 24 hours/ 365 days. The customers have also started expecting such service
from all the providers.
Mobile technology and the tourism and travel industry
The travel industry is also impacted by the advent of mobile services by developing their presence
on various ecommerce portals and availing their customers to surf through various destinations,
hotel bookings and attractions of the destinations on their mobile phones itself. The conversations
have also been automated as the problems and queries of the consumers are solved by the
organizations online itself. Various bookings for flights and hotel rooms is now available online
and tour packages can be guided by the websites itself as per the needs.
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1.4 Produce a research project specification
In the given research study main goal is to understand the level of satisfaction of the consumers
after the implementation of various technological changes in the functioning of the organization.
The research methodology of our research is based on the personal interviews as well as the
surveys considered for the study. Customers are the primary focus of any organization and we
have tried to understand the satisfaction of customers.
Research Type
The research type of the any of the studies can be divided into two main types which are the
qualitative and qualitative research type. The study of the data collected by the organization and
its analysis can be termed as the quantitative analysis whereas the analysis of the quality and
maintenance of the standards of the organizational products can be considered to be qualitative
analysis. The study of the current report is based on the collection of data by the group on the
basis of interviews, studies, discussions and surveys which is the qualitative analysis.
Sample size
While conducting a research study it is not possible for the organization or the research group to
consider the whole population under study because of various constraints like time, energy,
money, manpower, etc. because of this a sample is selected in order to understand the
population. The sample should be selected in such a way that it consists of all the traits of the
population however it should not be that big which will be tedious for the research group or the
organization to analyse at all. The ideal sample should be a perfect representation of the
population which depicts the traits of the population and the outliers should not have a major
impact on the coverings of the sample and its analysis.
Data collection approach
The accuracy of the results of the analysed data is determined only if the methodology selected
for the analysis is accurate. In order to establish the strategies and analysing the data, two main
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types of data sets are available which are primary is and secondary which can be understood as
follows:
Primary Data: The data that is collected primarily by the researcher by following various
procedures of surveys and questionnaires and personal interviews and discussions can be termed
as the primary data. The authenticity of the primary data and its relevance to the study is always
the highest as it is collected by the researcher himself in order to comply with the decided
objectives and hypotheses.
Secondary Data: the data collected from the already available sources can be termed as the
secondary data. For example, the government reports and surveys or research done by any
authentic organization. The reliability of the secondary data might be questioned.
Data analysis methods
The analysis of the primary or secondary data in accordance with the aims and hypotheses of the
research can be defined as the data analysis of the firm. The collected data can be further for the
sake of simplicity be categorised as qualitative and quantitative data of which the quality of the
data is determined by the interviews and surveys conducted whereas the quantity is determined
by the data collected.
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1.5 Provide an appropriate plan and procedures for the agreed research specification
Table 1: Timescale for the research plan
Activities/ Schedule 1st Week 2nd Week 3rd Week 4th Week 5th Week 6th Week 7th Week
Research project
development
Research introduction
LR (Literature Review)
RM (Research
methodology)
Research interpretation
of the data analysis
Some recommendations
and final conclusion
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Task 2
2.1. Match resources efficiently to the research question or hypothesis
Designing of the research
As per the researcher in this research the mixed study of quantitative and qualitative research
method is used. This is the most effective way to collect the accurate and reliable data collection
sources. This research is related to analyze the influence of technology or its impact on the travel
and tourism sector and also to identify the tourist or traveller decision making process. So
questionnaire will be prepared to take the customers feedback with the help of primary method
and also take the past survey in the secondary method (Xiang et al, 2015).
Hypotheses of the research
For conducting the quantitative data it is essential to meet the research hypothesis under which
answers of the research questions are included which frame the research proposal. This will
include the research questions evaluation through hypothesis testing. In this research the
researcher require getting the data in the numerical format and that are based on the assumptions
for population parameter.
Methods of data collection
In this research primary research method is used under which questionnaire is prepared for the
travellers in which the questions are related to the impact of influence in their decision making
process and how this will help them during their travelling planning (Wildemuth, 2016).
Researcher will also use secondary data method in which old records and past surveys are also
considered for research.
Resources required
For conducting this research the researcher is required to manage the well planned time schedule
in which actions and their time limitations can be mentioned. This will also include the use of
research in descriptive type that is based on the critical hypothesis and research questions. Apart
from this the researcher also need to use financial resources to carry out this research by taking
view of 40 respondents which is selected as the sample size.
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2.2. Undertake the proposed research investigation in accordance with the agreed specification
and procedures
Validity and reliability
The conducted research is valid and reliable as the data is collected by the researcher by using
different types of sources which are authenticated and that are manipulated by the access of ease.
Apart from this, for maintaining the factor of validity the techniques of research include the
privacy techniques that will sure the data.
Data analysis
In this research project the data analysis is conducted in the graph and charts format which help
to understand the analysis in effective manner and that is done in the next section of the
quantitative research (Bryman and Bell, 2015). The responses of the data collection are presented
in the table format and that will include the qualitative data analysis. Questionnaire is created to
get the suggestion and feedback of the customers regarding the selected topic.
Techniques of sampling
Sampling but in the random style is more effective because this will help the researcher for
taking the right and quick decisions in respect of the population sample size. With the help of
research techniques the solutions are also provided for solving the problems and issues while
conducting this research project on impact of technology (Smith, 2015).
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2.3. Record and collate relevant data where appropriate
Under this section following questionnaire is prepared for collecting the data from the customers
and further presented in the tables and charts format. For recording and collating of the relevant
data the data is collected and that can use this in the statistical format such as- charts, tables and
interpretation. To get the proper outcomes the collected data will be compared with the actual
findings and then assumption is made regarding the final result.
Name:
Course:
Date:
1. Select your gender
o Male
o Female
2. Select your age group
o Under 25
o 25 to 30
o Above 30
3. Select your occupation
o Businessman
o Student
o Unemployed
o Government employee
o Private employee
4. Do you love travelling and how regularly you travel?
o Within 2 to 3 months
o Once in a 6 moths
o In a year
o Do not like travelling
5. Do you use technology while planning for travelling
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o No
o Yes
o Prefer only for online booking
6. Do you think technology or internet attracts the customers towards travel and
tourism and make the entire booking process easy?
o Agree
o Disagree
o Neutral
7. What are the major features of technology on the internet attract you the most to
take the travelling decision?
o Blogs
o Websites stories
o Online advertisements
o Displayed images
8. What are the sites where you get the details and information about places and
packages offered by TUI organization?
o Social networking sites
o E-mails
o Blogs
o Official websites
9. The information provided in the internet about the travelling will match your
expectations in reality or not?
o Yes
o No
10. Will you suggest your friends and relatives to consider internet technology while
getting information about travel and tourism?
o Yes
o No
o Sometimes
12

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Task 3
3.1. Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why?
In this research there are different types of techniques used that are based on the research
evaluation which include the summative and formative. In this research, formative evaluation
method is used as this will help to provide the proper worth to the research. Summative research
in this will include the respondent assessment which is ready to take part in this research. This
will also focus on the results or final outcomes that are related to the research project (Taylor et
al, 2015). The respondents are selected to give the answers of the asked questions which are
related to the impact of technology in the sector or industry of travel and tourism. As per the
requirement of this research technique of summative evaluation is selected which is based on the
respondents views and provide present analysis and findings.
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3.2. Interpret and analyze the results in terms of the original research specification
1. Select your gender
o Male
o Female
Female 10
Male 30
Total 40
Male
90%
Female
10%
Gender selection
With the help of above graph it is analyzed that there are 90% are make and 10% are female as
the respondents. It is essential to select the sample size equally among the gender and ask them
questions to get their suggestions in this research project.
2. Select your age group
o Under 25
o 25 to 30
o Above 30
Under 25 10
15

25-30 20
Above 30 10
Total 40
Below 25
64%
25-30
25%
Above 30
11%
Age group selection
According to the above analysis it is identified that there are 64%% of the people are below 25
age and less than 25% are between 23-3 age and remaining 11% are from above 30 age.
3. Select your occupation
o Businessman
o Student
o Unemployed
o Government employee
o Private employee
Businessman 5
Student 7
Unemployed 8
Government employee 9
Private employee 11
16

Total 40
Businessman
13%
Student
18%
Unemployed
20%
Government
employee
23%
Private
employee
28%
Select occupation
To analyze the views of the customers regarding their occupation it is essential to identify the
majority of the people in the different sectors. It is identified that private sector employees are
more than the other employees. Some of the respondent are belongs to government employees,
some are students, some are unemployed and some are businessman. This will help to identify
the analysis the income level of the people.
4. Do you love travelling and how regularly you travel?
o Within 2 to 3 months
o Once in a 6 moths
o In a year
o Do not like travelling
Within 2 to 3 months 5
Once in a 6 months 15
In a year 10
Do not like travelling 10
Total 40
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Within 2 to 3 months
13%
Once in a 6
months
38%
In a year
25%
Do not like
travelling
25%
How regularly you travel
The above graph helps to identify the travelling habits of the customers and helps to identify how
frequently people will travel. It is analyzed that most of the people are travel once in a 6 months
and 25% to 25% are travelling once in a year or do not travel. As per the percentage it become
positive sign for the travelling industry that people love to travel twice in a year.
5. Do you use technology while planning for travelling
o No
o Yes
o Prefer only for online booking
Yes 28
No 5
Prefer only online booking 7
Total 40
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Yes
70%
No
13%
Only online
booking
18%
Do you use technpology for travel planning
The above analysis is related to identify the importance of technology for the customers when
they conduct planning for travelling. It is analyzed that most of the people use technology like
internet, websites, blogs or other media channels to select the destination and to get other
information. Around 18% of the people use technology only for online booking and 12% do not
use technology.
6. Do you think technology or internet attracts the customers towards travel and
tourism and make the entire booking process easy?
o Agree
o Disagree
o Neutral
Agree 25
Disagree 10
Neutral 5
Total 40
19

Yes
63%
No
25%
Neutral
13%
Do you think technology attract tourist
With the help of above graph it is identified that most of the customers which is around 62%
people are getting attracted towards the technology in the travelling sector which help them to
get the information and make their travelling experience easy.
7. What are the major features of technology on the internet attract you the most to
take the travelling decision?
o Blogs
o Websites stories
o Online advertisements
o Displayed images
Blogs 10
Websites stories 13
Online advertisement 17
Displayed images 10
Total 40
20

Blogs
25%
Websites stories
20%Online
advertisement
30%
Displayed
images
25%
What feature of technology attarct you to get
informationn
This analysis is conducted to identify the most attracting feature of the internet which attracts
them to collect the travelling information from internet. Through this it is identified that around
30% of the people get information through online advertisement, 25% from blogs, 25% from
images and remaining 20% from websites.
8. What are the sites where you get the details and information about places and
packages?
o Social networking sites
o E-mails
o Blogs
o Official websites
Social networking sites 15
E-mails 10
Blogs 5
Official websites 10
Total 40
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Social networking
sites
38%
E-mails
25%
Blogs
13%
Official websites
25%
Sites for getting information
The above is related to identify the sites from where most of the people get information about
travel and tourism sector. It is analyzed that 37% which is highest percentage told that they get
information through social networking sites and other will get from the official websites, blogs
and e-mails. So organizations can use social networking sites for promoting their offers.
9. The information provided in the internet about the travelling will match your
expectations in reality or not?
o Yes
o No
Yes 25
No 15
Total 40
22

Yes
63%
no
38%
Information from internet will meet your
expectation
This graph is related to the expectations of customers and services by internet or technology for
meeting their needs. Most of the people are satisfied with the services of internet or technology
from the travel and tourism. Customers use technology and get satisfied with the services and
that is evaluated with the above graph.
10. Will you suggest your friends and relatives to consider internet technology while
getting information about travel and tourism?
o Yes
o No
o Sometimes
Yes 20
No 15
Sometimes 5
Total 40
23

Yes
50%
No
38%
Sometimes
13%
Will you suggest your friends for using
technology
The above graph is related to identify the thoughts of the people regarding whether they suggest
technology or internet importance to their friends and relatives or not. It is identified that 50% of
the people ask yes they suggest the use of technology to their friends and relatives but 37% of the
say they do not suggest and 13% people are neutral towards this question.
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3.3. Make recommendations and justify areas for further consideration
On the basis of above analysis and attached graphs and tables some of the interpretations are
given. It is identified that technology, internet and media out major impact on the travel and
tourism sector and influence the customers to get the information from internet and make their
decision according to this only. Apart from this, it is also recommended that the changes in the
customer behaviour and their taste will also put negative impact on the development and growth
of the business. It is also required that the TUI organizations of travelling sector need to identify
the current trend in the market and according to this they can make their promotional strategies
with the help of internet and media (Xiang et al, 2015). With the help of technology like internet
customers can easily identify the places and their packages for their trip and complete their
booking and payment online.
With the help of following current market industries of travel and tourism can enhance the TUI
tour operator business and goodwill in the market and get effective information to their
customers and influence them to get connected with them. Various types of decision making
process is also conducted with the help of different process through by their customers but on the
other side new side of internet is trying to more focus on the searching and gain lots of
information. So growth in the technology will help TUI organization along with the customers to
take their travelling decisions and attract the customers towards their offers and deals (Wang et
al, 2015).
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Task 4
4.1. Use an agreed format and appropriate media to present the outcomes of the research
26
Impact of technology in the travel decision making
The whole research depends on the analysis
of the technology on the customers travelling
decision making. These can also analysis that
the internet also influences the consumers to
take the help of internet during travelling
planning. It is based on the travelling
industries such as TUI for making right
decisions in respect of attracting the
customers towards social media. Customers
are also attracted with the features of the
internet. This will enhance the revenue and
income of the TUI as well as country.
Growth in media with years
90%
10%
Cyber tools use in
travel and tourism
Agree Disagree
All the graphs also helped for analysing the respondent’s
views which includes the customers thought in respect of the
using technology. In the whole analysis, the customers get
attracted from the various cyber tools like stories, social
media, sites, web pages, blogs, etc. This will also includes the
customer’s attractions towards the internet and media for
taking the extensive decisions in travel.

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