Analysis of Tourism and Hospitality Industry

This assignment involves analyzing a collection of research papers on tourism and hospitality management. The papers cover various topics, including the impact of information and communication technology (ICT) on tourism development, the influence of user psychological factors on online purchase intentions in rural tourism, and how integrated marketing communications and advanced technology can create customer-based brand equity. Additionally, the papers discuss the role of travel agencies in Croatia, the rise of informal tourism accommodations through Airbnb, and the effects of online reviews on consumer behavior. The assignment is likely to involve identifying key concepts, analyzing data, and drawing conclusions based on the research findings.

Travel and tourism
management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
1.1 Formulate and record possible research project outline specification..................................2
1.2 Factors which mainly contribute the process of research project specification....................3
1.3 Critically assessment all key references................................................................................5
1.4 Research project specifications.............................................................................................8
1.5 Appropriate process and plan for research project specifications.........................................9
TASK 2..........................................................................................................................................10
2.1 Usage of resources to met with hypothesis and research questions....................................10
2.2 Proposed research investigation in accordance with specification and procedure..............11
2.3 Record and collate relevant data which is appropriate........................................................13
TASK 3..........................................................................................................................................16
3.1 Use of suitable research evaluation method for examination.............................................16
3.2 Analysis and interpret results for determining original specifications................................16
3.3 Make recommendation and further area for consideration.................................................24
TASK 4 .........................................................................................................................................25
Covered in PPT.........................................................................................................................25
........................................................................................................................................................25
REFERENCES..............................................................................................................................26

INTRODUCTION
The research is important for every company in order to encourage the business. As the
research is conducted to identify the needs and and desires of the customers to stay in the market
for a long time. TUI is an travel and tourism company which is conducting a research in the
market to expand in the market with the digital technology (Evans, Stonehouse and Campbell,
2012). But before implementing digital technologies it should conduct an appropriate research to
recognize the market ratio on which the further development depends. The research is a essential
because it gives a clear statistical data that supports a firm to identify the opportunities in the
present and future marketplace. In the present time every business is going to achieve the targets
with its digital technologies and TUI is one of the renowned name in travel and tourism industry
and as it is known that this sector is one of the important pillar of any country to generate the
revenue. Along with this digital technology plays a significant role in the travel and tourism
industry and hospitality sector cause it is one of the prominent way to satisfy the customer with
innovative ideas which gives a new direction to the business. That's why the conducting a
research is important cause the entrepreneurship can get the new opportunities with new
concepts and the customer feedback to evolve new things that is the output of research methods
and strategies. There are several methods that uses to investigate the requirements and needs of
the customers to know what they expect from the firm that is because customers satisfaction is
the main source to increase the sales.
The TUI is Anglo – German travel and tourism company and also known as largest
leisure and travel and tourism company in the world. The firm was founded in the almost ninety
five years ago that is in the year 1923 (Fernando and Long, 2012). The headquarter is situated in
Hannover, Germany. The company is known as the largest leisure and travel and tourism
company which owns travel agencies, numerous hotels, airlines, cruise ships and retail stores.
This company is putting the efforts to opt the digital technology and this research is about to
recognizing the impact of digital technology that can increase the merits of technology for the
company. The technologies are evolved for the benefits of both company and customer in
various ways such as improved guest services, easy reservations, communication, etc.
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TASK 1
1.1 Formulate and record possible research project outline specification
It is essential to design as well as document certain specific aims as well as objectives for
every research project in order to start work of investigation in fast & fluent manner. In addition
to this, report specification of formed objectives and aims is quite eminent as it will provide idea
to the investigator and open their mind regarding doing work in correct way. It is to be noted that
current assignment is based on below mentioned topic :
Topic : “To identify the impact of technology in travel and tourism sector and its
effect on developing number of visitors : A case study on TUI”.
This investigation is affiliated to the development or invention of the digital technology
in the area of travel and tourism. The researcher is trying to reveal the influence of changes
which has arose after the enactment of modern techniques in mentioned field. A drastic
revolution has been find out which is impacting companies of this sector in both ways either it is
positive or negative. Thus, overall structure of this current research assignment is consisting of
information related with how updated methods which has come in the industry of tour and travel
is effecting them. Therefore, TUI is attempting to perform smart work and which could be done
by altering the modes of present working style by taking utilisation of digital technology. The
main motive of doing so is to attain the increment in whole number of visitors or building strong
consumer base (Giaoutzi, 2017). This venture is making available their several travelling
services as well as facilities to expected users at affordable and minimum price. This would
definitely help in attracting large number of visitors towards them. Apart from the same, this will
also aid in forming an effective or good relation with their consumers. Hence, it can be said that
investigation is being done via utilising different kinds of technologies and ways. Such modern
technique would assist TUI group in reaching their final destination which is nothing but
enhancing the business by offering cheap and quality based services.
Aims :
The basic motto of researcher is to find out the main aim of overall research so as to
evaluate the whole report. The fundamental aim of present report is : “To identify the impact of
technology in travel and tourism sector and its effect on developing number of visitors : A case
study on TUI”.
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Objectives : There is similar importance of objective in comparison to aim since it aids in
achieving the aim indirectly. Researcher come to know about their next plan by framing definite
objectives. Therefore, some of the main one for this project report are presented as follows :
 To determine the distinct digital technology which is seen in trend in sector of travel and
tourism
 To find out the impact of digital technologies and transformation in the travel and tourism
segments
 To ascertain factors that influence the digital technologies to encourage the tourist or
visitor
 To explore various technologies that can be utilised in TUI for better services and
consumer satisfaction
 To suggest further technologies that can be applied in travel and tourism sector as well as
by TUI
Research Questions : The research team is trying to come through or overcome various
obstacles rising in their way by forming certain questions associated with the theme of project, as
this would force them to think and frame something better. Some of the questions formulated by
the investigator is mentioned as follows :
 What are the distinct technologies that is observed in the travel and tourism ?
 What are the influence of modern which influence the digital transformation and
technologies in the travel and tourism sector ?
 What are the factor that influence digital technologies to encourage the visitor and
tourists ?
 What are the expected technologies which can utilised in TUI for better services and
consumer satisfaction ?
 What are the expected technologies which can be applied further in travel and tourism
sector as well as by TUI ?
1.2 Factors which mainly contribute the process of research project specification
Research process is nothing but a set or collection of operations linked with the research
theme that will assist not only for preparing but also making good business project. Researcher
has used several constituents in this report in order to acquire effectual and fruitful result. This
has been observed that TUI group is an international tour operator which is doing hard effort in
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increasing the level of profit; along with this they are trying to enhance or modify existing
condition of their production. This venture have to concentrate on specific factors which could
included while designing proper business report. It has to noted that few important activities or
procedures are making accurate aims, objectives, framing logical research questions,
highlighting or describing formed objectives with the assistance of literature review section and
so on. The brief discussion of such terminologies is being discussed below :
 Introduction : This is considered as first and foremost step that is taken while creating
any kind of research project. Here in, explanation regrading vital components of
assignment is carried out. For instance, decision or selection of topic or theme, aims,
objectives, etc. is covered. In sort, it can be said as a summary of project whose beauty is
to discover or reveals facts about the research project.
 Literature Review : In next step, an eminent section comes that is titled as LR i.e.
literature review which consist of descriptive information regrading entitled theme of the
assignment. In simple words, it is taken into consideration for highlighting the views or
prospects of other authors, business man, entrepreneurs & many other scholars
(Guttentag, 2015). Research team is obligated for finding out correct as well as
authenticated data from different sources such as primary , secondary and so on. The
motto of researcher is nothing but to collect essential data or figures associated with the
topic of investigation as so to make effective report.
 Accumulation or collection of information : This is nothing but the act of grouping or
accumulating authenticated data in respect to the theme which helps investigator in
reaching to specific decision. Herein, accurate collecting tools are being utilised so as to
gather appropriate info which is being filled by various respondents. This would help in
getting or knowing their reviews in easy format.
 Data evaluation : This is also one of the most important section that offers correct as
well as validate assessment of gathered information. The data which is being evaluated
can be used for the purpose of comparing & distinctions in effective manner.
 Conclusion and recommendation : It is last but not the least step of every kind of
research project. Herein, investigator is used to give final and concise idea about the
whole report so that they can reach at determined result. In other words, this section
could be treated as reflective portion of report since overall judgement of researcher is
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shown by it. On the other hand, recommendation is provided also wherein team of
investigator commonly recommend things regarding the research project. It is to be
noted that in this project recommendation is given for carrying on further modifications.
1.3 Critically assessment all key references
This section include literature review from where all essential references are taken.
Literature Review is nothing but the collection of ideas or opinions of numerous of authors,
scholars and many other important persons. From this, researcher used to observe and collect the
authenticated data from various sources. This aid them in knowing about their conceptions
regrading the same theme or subject of research. Secondary sources such as books, different
websites, journals, magazines, etc. are being utilised by group members of investigators for
accumulating facts and figures associated with the TUI group. Assessment of key references are
described as follows :
Distinct digital technology trending in the travel and tourism sector
According to Elena Mogoş, technology is invented to foster change in travel and tourism
industry it defines a manner in which travel and tourism companies can interact with their
clients. Therefore, the companies can adopt various technologies in order to improve operations
to meet the customer expectations. There are so many technologies which can improve the
customer experience and some of these trending digital technologies are described below-
Augmented and virtual reality - It has been seen from the past few decades that the AR
and VR technologies popularity is increasing specially among the travel and tourism fertility.
These technologies can be used for content marketing and to surge the content customer
experiences. As many airline companies uses the virtual reality to display the flight luxury
ambiance and services to the customers. So TUI can also utilize the virtual reality technology
cause the customer can experience the joy of services and ambience which is providing by this
and this will surely increase the business.
Artificial intelligence – Artificial intelligence is one of the innovative and evolving
technology in travel and tourism sector. It can be divide into three categories such as machine
learning, chatbots or travel bots, and robots. As artificial intelligence is increasing it speed up the
quality and performance of human intervention which was taking lot of time in the past years.
Thus, it saves the time and cost both and with this point of view it would be a great opportunity
for TUI to urge the performance and quality.
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Internet of things – Internet of things has lot of potential to form the future of travel and
tourism industry and that's why the companies are started to utilize the internet. For an instance,
the customer can track their flights and baggage with an app which can be provide by the TUI to
give them an outstanding experience.
Wearable devices - Travel and tourism companies can use the equipped bands to track
and connects the customer while visiting to the sightseeing. These equipments are personalized
to give an extinguish experience to the customers because the company can track the guest's
location and activities and this will reduce the waiting time to explore the experiences.
Impact of digital technologies and transformation in the travel and tourism segments
Law and et. Al, (2015) is stating that the travel and tourism sector is one of the core
industry which gives a rise to the economic growth to the country. Therefore digital technologies
can make a good impact on it cause there there are so many factors which can affected the travel
and tourism companies badly, but now the digital technologies evolving to give a new rise to
these companies. There are some of the crucial impacts that precious for the TUI while adopting
the digital technologies that are given below -
Impact of internet – The advance digital technology deeply affected the travel and
tourism because it works as mediator between the companies and the clients. TUI has websites
that can be access by anyone and anywhere to retrieve the information about the package plan for
the cruises and travel charges for the airline and accommodation in hotels. The services can be
access on the distributed system over the internet and the clients can easily purchase any product
according to their convenience.
Impact of mobile technology – The advent of mobile applications bring a boom in the
travel and tourism sector, cause there possibilities to attract and offer the customer satisfaction is
more easy as compare to last few years. The customers are able to view the various companies
and compare them with other companies while surfing the internet on their smartphones. There
TUI can provide the messaging services for the confirmation of booking and broadcast the new
offers. The clients can experience the services that can make their trip awesome.
The digital technology transforms the travel and tourism sector because it is increasing
the potential to capture the more customers. They are also satisfied with the services before
making reservations cause there are so many ways that can give them a better experience and
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make an impression on them. TUI can adopt digital technology to allure the customer with a
eminent experience and firm can take the advantage of the following -
App development – As app development is one of the prime component of a business,
cause the user can search for information during the trip with the general and special apps. When
a travel and tourism company develops it customized app like TUI can have a app for its hotels
then the customer can easily the check the availability for the rooms and other services.
Factors of digital technologies that can influence to encourage the tourist or visitor
As per the view point of Mauri and Minazzi (2013)here are so many factors that can
influence the tourists through various promotional and skilled activities. As promotion is the
most crucial activity to attract the customers there are different kinds of states such as -
Campaigns – The company can organize a campaign in some malls or a crowded place
and make them participated in the campaign. The campaign can be promote the location as a
lucky draw for the customer. The campaign can be promote the tourist attraction online.
Advertisements – The advertisement is also an opportunity to grab the customers
frequently because presenting an advertisement has the ability to attract the prospect customers.
The advertisement can be show as infographics, virtual reality on the displays on the screens and
many more. As much as a company invests on the advertisements then it surely gives a fruitful
results.
The customers can retrieve the information from home about the place where they
wanted to take a trip. There are many hotels can companies which are providing the basic
information about the accommodation and transpiration facilities as TUI so that they would not
face any problems and stay connected with the firm for a long time. TUI can use all of the above
factors of digital technology that can influence and encourage the visitors.
Various technologies that can be utilised in TUI for better services and consumer satisfaction
According to Lee and Brahmasrene (2013), there are so many techniques that can be used
for the purpose for giving good facilities and services to the people in order to satisfy them at
higher extent. Some of the important one are described as follows :
Internet : TUI group can easily use internet for greeting their users by offering better
services via internet. They could modify the existing system of booking by making their official
websites more affective. This will aid them in seeking attention of large number of customers. At
the same time, they could utilise internet for providing them reservation system, through which
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clients can book their tickets or confirm their tours in very little quantity of time. This would
definitely help them in increasing the overall number of visitors in drastic manner as they get
excited by watching that kind of offer. This will aid in building a strong user base and finally
support them in increasing the level of profitability. Although, there are various benefits of using
internet, but different kinds of issues might be faced by TUI. For example, the risk of leaking
confidential data may enhances as large number of intruders are detected from a survey. In
addition to this, cases of fraud is increasing day by day. Thereby, venture have to be more careful
if they wish to maintain stable position in market.
Social media platform : TUI can also take help of various types of social media sites
like Facebook, Instagram, What's app & so on. These are popular websites as from a survey it
has been identified that approx. all people living in United Kingdom are having accounts on such
kinds of social web links. Thus, referred corporation can post images regarding tour places along
with their costing. This will assist common civilians in attaining idea about the trip and from this
they could easily manage or organise their trips in very few times. In addition to this, customers
can comment on the services which are being offered by them as per their personal experience.
This would help other visitors to acquiring idea about what place they should travel and why
they need to prefer TUI groups for the purpose of attaining travel and tour services. Thus, it can
be said that free advertisement could also be done by doing such type of work. So, it is totally
beneficial for the corporation as it will raise the range of profitability on regular basis. But some
negative impacts are present in this method. People who may get dissatisfied from their services
then, it is obvious that they would post negative comments. This will create bad image of
company and the possibility of decrement in the number customer might occur in future or in
present days.
1.4 Research project specifications
This segment or research project involves specification of assignment that means it is
consisting of different aims & objectives which are listed above in this report. These are found to
be more suitable for this inquiry as they are meeting the criteria of current topic and showing
what needs to be explored more. In addition to this, statements of hypothesis would be framed in
systematic format so as to reach final result. Hence, it could aid in forecasting the context of
execution. This has been found that the scope of presented study is wide in nature. The reason
for this is nothing but the powerfulness or influence of tour & travel industry.
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TUI can develop the idea of doing business by structuring these kind of specialisation in
most effective manner. Hence, it can be treated as fundamental component that will help
researcher in executing the investigation. Additionally, venture get also benefited from same
thing in various other works.
1.5 Appropriate process and plan for research project specifications
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TASK 2
2.1 Usage of resources to met with hypothesis and research questions
This section is considered as most essential part of given research project as researcher has to
collect various types of important information about the selected topic. For doing the same,
investigator have to take correct methodologies regarding research techniques as well as sources
so as to attain the goal of doing good hypothesis. In addition to this, research questions also have
to be explore the formulated questions associated with investigation. Regarding the similar, TOI
should aggregate several kinds of secondary sources like books, articles, reports formed by other
authors or scholars, magazines, journals, internet sites & many more. Apart from this, primary
data as have to be collected by them. It has been seen that around 40 to 45 % of the number of
overall travellers in United Kingdom has enhanced (Mauri and Minazzi, 2013). One of the best
reason of such kind of increment is found because of developed and enhanced digital
technologies in field of travel and tour.
Researcher said that primary resources is quite beneficial and due to this it has been used
by them for designing questionnaire. Apart from same, investigator team had also utilised such
assets in formulating various types of questions. Thus, this could assist in framing attracting
report as well as gaining effectual result at last. Hence, members present in this investigation had
suitably use above discussed methods of aggregating information in effective manner for
reaching their goal.
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2.2 Proposed research investigation in accordance with specification and procedure
This section contains of diverse techniques and methods that help researcher in carrying
on the task of designing report in appropriate way. Research methodology can be defined as the
process of garbing essential infos and data associated with the specific theme. This is involving
various things such as interviews, surveys, publications associated with research & so on. These
all assist in accumulating information in investigation reports. It is to be noted that a specific
procedure is being carried by researcher for doing proper investigation or inquiry. The process or
procedure which had been used in this assignment is highlighted below :
Type of investigation : There are mainly two kinds of investigation that is nothing but
qualitative or quantitative. The first one i.e. qualitative research is considered as principally
exploratory research. It is is chiefly used to understand the feeling, views, opinions, motives,
needs of responders. It also offers assistance to create concepts or hypothesis for prospective
quantitative research (Mihajlovic, 2012). This has been seen investigator commonly used this
method or mode to acquire human perceptions or to realise the nature of existed customers. It is
to note that these type of data collecting tool procedure used to vary or are said to be
unstructured in nature. Some of the regular methods which are being utilised for the purpose of
gaining human - beings perceptions are taking interview, observations or survey, group
discussions, etc. At the same time, sample size is taken small in consideration and responders are
chosen for fulfilling the specific quota.
On the other hand, quantitative research is another method which is utilised for
quantifying the issues via way of developing numerical figures. The data obtained can be
changed into proper format by taking use of statistics, which is nothing but a branch of
mathematics. This methodology is being applied to quantify behaviours, ideas or another
changeable factors but for the large sample size in comparison to qualitative one. As per the
condition of current research scene in project, qualitative research method is found to be more
useful, thus, researcher has used the similar so as to attain appropriate as well as feasible infos.
Research design : This is defined as entire plan of action which is chosen by the
researcher for integrating the assorted elements involving in study. Its beauty is nothing but its
flexibility, logicality, coherency, thus, it can ensure investigator's team that they are addressing
problems of researches in effectual way. The various kinds of research design that are basically
used are named as descriptive, exploratory and experimental design. Exploratory one is known
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for exploring newer concepts and figures that is completely done on the basis of scientific &
mathematical calculation as philosophies or theories needs to be proved. According to the
scenario of this project, descriptive one is applied by group members of research. This type of
design is utilised as it principally concentrate on performing elaborated study regarding
information which is existed already.
Research approach : This is an essential part of research that assisting in carrying out
different activities of an investigation. It is of mainly two types i.e. Deductive and Inductive.
Deductive one is used for the aim of creating a hypotheses which should be based on existent
theory. After that a research scheme is designed for testing that hypothesis. It is found that
deductive approaches are usually associated with quantitative research (Molz, 2012). On the
another side, inductive approach is totally variant from deductive as it begins with the detections
and constructs or theories are being projected towards the ending of the process of investigation.
It is also known as inductive reasoning. In this research assignment, inductive approach is
applied by researcher. The main reason of doing so is that such kind of approaches are linked
with qualitative research.
Research philosophy : It is described as a belief about the trend wherein information is
being accumulated, analysed and put-upon. Therefore, this is used by investigator for judging the
as well as executing the best idea which is proved to be beneficial for the whole research. There
are chiefly two philosophy in the filed of investigation that are interpretivism and positivism.
Positivism could be defined as a philosophical conception which is showing that specific
cognition is supported on phenomena associated with nature, their properties & relations. In the
existing report, researcher has used interpretivism philosophy as it helps in getting effectual,
detailed and appropriate data.
Data collection method : This is referred as action of gathering authenticate info, facts
and figures. The team members who are working under research are taking assistance of various
data collecting sources for this purpose. They are using primary as well as secondary sources.
For accumulating already existing information that are given by scholars or other entrepreneurs,
commodities like books, magazines, journals, different websites & many more are being used in
this research. At the same time, for receiving fresh contents or primary info, investigator are
taking interviews of respondents who belongs to TUI group and who are using services of this
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tour operator corporation. Thereby, it can be said that herein both methods i.e. primary and
secondary sources has been applied for garbing effective and beneficial data.
Sampling method : This process is related to the selection of samples which is nothing
but representing the entire number of population. Researcher is taken into consideration two
methods of sampling titled as probabilistic & non – probabilistic. On the another side, non –
probabilistic one is again divided into convenience and purposive sampling. In this current
project, purposive method is being utilised as it is usually apply for attaining the goal or purpose
of the study related to research. It is to be noted that sample size of 40 respondents has been
selected for doing the work of interview as it will provide correct idea about the mindset of
people who would take participate in that event.
Data analysis : This refers to the analysation and evaluation of information which is
already obtained by completing the chore of discussion with participated candidates or
consumers. Investigator in this project has observed the answers given by customers and are
trying to understand the conceptions of people (Morrison, 2013). This is quite useful as if any
positive feedback will come, then it is taken as compliment for the TUI group and if some
negative comments would added then they ought to alter those services by modifying the same.
This will definitely aid in gaining customer attraction and hence it can be stated that this process
is indirectly beneficial for mentioned venture.
Ethical issues : This is considered as most important section of research as without
ethical consideration, a study is not validate. So, for making authenticate and effective project it
is eminent to draw or form some rules & regulations. Each and every party ought to be present in
the research and should be obligated to their duty. It is vital to maintain norms regarding privacy
as there are high possibility of leaking private data. At the similar time, team of researcher also
need to assure that personalised questions have not to be asked by the responders in order to feel
them comfortable.
2.3 Record and collate relevant data which is appropriate
QUESTIONNAIRE
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Q 1. Is digitalised technologies would impact on the
development of TUI group which is performing in the
sector of travel and tourism ?
Frequency
 Yes 30
 No 10
Q 2. Which division of TUI have to be modernised by
applying digital technology ?
Frequency
 Management & Operation 10
 Human resource department 10
 IT division 20
 Marketing segment 10
Q 3. Which one is most affected technology based region
of tour and travel industry ?
Frequency
 Sales 14
 Promotion 12
 E- marketing 14
 Customer contentment 10
Q 4. What kind of techniques & tools should be used by Frequency
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TUI venture for quenching their consumers and carrying
out business activities in effective manner ?
 Social media platforms 20
 Internet 20
Q 5. Are you satisfied by the newer and modernised
services that is being applied offered by TUI groups ?
Frequency
 Satisfied 30
 Not satisfied 10
Q 6. According to you, what roles are played by updated
applications or techniques in the improvement of TUI
group in area of tour and travel ?
Frequency
 Cloud solutions 10
 Virtual Reality 10
 Tracking, detector or sensor & biometric technique 10
 Connectivity 10
Q 7. For enhancing the level of profit, what type of
digital technique ought to be used by referred
venture i.e. TUI ?
Frequency
 Reservation System 15
15

 Computer System 5
 Mobile Communication 15
 Internet 5
Q 8. How the facilities which is being offered by TUI
group is assisting them in operating their commercial
actions?
Frequency
 Greeting the users 10
 Providing help to visitors 10
 Solving problems of consumer in effectual manner 20
TASK 3
3.1 Use of suitable research evaluation method for examination
There are principally two types of research evaluation methods which are used for the
purpose of scrutiny properly. These are discussed as follows :
Formative assessment : This procedure of examination is used finding appropriate
outcome. The beauty of this assessment is that it is very systematic in nature, so researcher may
not faces any kind of trouble while performing the same work (Sparks, Perkins and Buckley,
2013). This type of assessment is done in detailed format, thereby, clarifying each and every part
of study.
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Summative assessment : It is another form of assessment whose major goal is to
examine diverse instructions presented in the report. The most essential property of this is its
conciseness, thus, investigator can complete work of examination in very less interval of time.
It is to be noted that team of investigation has used formative assessment in order to
attain organised and fruitful outcome. This will take time but give appropriate result at last.
3.2 Analysis and interpret results for determining original specifications
Theme 1: Digitalised technologies would impact on the development of TUI group
Q 1. Is digitalised technologies would impact on the
development of TUI group which is performing in the
sector of travel and tourism ?
Frequency
 Yes 30
 No 10
Interpretation: From the above mentioned table, it can be analysed that digital technology
technology directly impact on developing TUI group that can be performed in travel and tourism
17
30
10
Yes
No

sector. There are around 30 respondents who are agree on this statement and rest of the 10 are
disagree on such consideration.
Theme 2: IT division of TUI have to be modernised by applying digital technology
Q 2. Which division of TUI have to be modernised by
applying digital technology ?
Frequency
 Management & Operation 10
 Human resource department 10
 IT division 20
 Marketing segment 10
Interpretation: It can be stated that mainly IT department of TUI group have to be advanced
and modern by using effective digital technology within an organisation. There are approx. 20
18
Management & Operation
Human resource department
IT division
Marketing segment
0
2
4
6
8
10
12
14
16
18
20
10 10
20
10
Column B

respondents who are agree on this statement, 10 respondent are agree on management &
operation, rest of the 10 are agree on marketing segmentation and other remaining respondent are
agree on HR division.
Theme 3: Sales is most affected technology based region of tour and travel industry
Q 3. Which one is most affected technology based region
of tour and travel industry ?
Frequency
Sales 14
Promotion 12
E- marketing 14
Customer contentment 10
Interpretation: In this, there are around 14 respondents who are said that sales and E-marketing
is one of the most effective technology that are totally based on travel and tourism sector. Second
19
14
12
14
10
Sales
Promotion
E- marketing
Customer contentment

most important technology is promotion which help in attracting customers towards services and
facilities.
Theme 4: Social media platforms and Internet techniques & tools should be used by TUI
venture
Q 4. What kind of techniques & tools should be used by
TUI venture for quenching their consumers and carrying
out business activities in effective manner ?
Frequency
Social media platforms 20
Internet 20
Interpretation: As per the above mentioned report, it can be concluded that social media and
internet is the best method for TUI group for quenching their customers and carry out business
activities and functions in better manner.
Theme 5: Customers are satisfied by the newer and modernised services that applied by
TUI
20
Social media platforms Internet
0
2
4
6
8
10
12
14
16
18
20
20 20
Column B

Q 5. Are you satisfied by the newer and modernised
services that is being applied offered by TUI groups ?
Frequency
 Satisfied 30
 Not satisfied 10
Interpretation: It can be stated that it can be analysed that customers are more satisfied with
their services or facilities in better manner.
Theme 6: Roles are played by updated applications or techniques in the improvement of
TUI
Q 6. According to you, what roles are played by updated
applications or techniques in the improvement of TUI
group in area of tour and travel ?
Frequency
 Cloud solutions 10
 Virtual Reality 10
21
30
10
Satisfied
Not satisfied

 Tracking, detector or sensor & biometric
technique
10
 Connectivity 10
Interpretation: There are various roles which can be played by updated and upgrade application
and technology in such areas of tor and travel sector. There are around 10 respondent who are
agree on cloud solution, virtual reality, connectivity and tracking, detecting and biometric
techniques.
Theme 7: Reservation System of digital technique ought to be used by referred venture
TUI
Q 7. For enhancing the level of profit, what type of
digital technique ought to be used by referred
venture i.e. TUI ?
Frequency
 Reservation System 15
22
10
10 10
10
Cloud solutions
Virtual Reality
Tracking, detector or sensor &
biometric technique
Connectivity

 Computer System 5
 Mobile Communication 15
 Internet 5
Interpretation: Mainly company used mobile communication and reservation system which
help TUI group for maintaining digital technology among customers. There are around 15
respondents who are agree on computer communication and reservation system.
Theme 8: Solving problems of consumer in effectual manner offered by TUI group
Q 8. How the facilities which is being offered by TUI
group is assisting them in operating their commercial
actions?
Frequency
 Greeting the users 10
23
Reservation System
Computer System
Mobile Communication
Internet
0
2
4
6
8
10
12
14
16 15
5
15
5
Column B

 Providing help to visitors 10
 Solving problems of consumer in effectual manner 20
Interpretation: There are around 20 respondents who are agree on solving issues and problems
of customers in effective way which can help in offering TUI group with them in regulating or
operating their commercial activities.
3.3 Make recommendation and further area for consideration
Conclusion : By going through above based report, it can be summarized that travel and
tourism is one of the most significant sector which can be developed more by applying digital
tools and technologies. TUI should apply various types of modern tools in order to increase the
number of visitors. They should use Augmented and virtual reality, Artificial intelligence,
Internet of Things, etc. in their business field and could easily meet the current demand of
civilians. This will assist in attracting large number of travellers and hence making strong
24
10
10
20 Greeting the users
Providing help to visitors
Solving problems of consumer
in effectual manner

customer base. At the same time, they could use social media platforms for the intention of
advertisement as it is very cheap and less time consuming.
Recommendation: The advents in the digital technology is nourishing and fostering
change in the industry of travel and tourism relating to the communication with consumer and
providing more convenience to them. There are numerous technologies which can be adopted to
modify efficiencies of operations and achieve their consumer expectation as per the analyzing
and leading data. There are various expected outcome such as augmented and Virtual reality,
artificial intelligence, Voice technologies, Wi-Fi Technologies and wearable devices which can
be managed and customized in regard of achieving business objectives. TUI can attain their
business objectives and manage their growth in comparison to their competitor companies
through adopting and executing these practices in more significant manner.
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TASK 4
Covered in PPT
26

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