Impact of Digital Technology on Business Activity: Thomas Cook Plc

This research report investigates the influence of cloud computing on the business activities of Thomas Cook Plc, a UK-based international travel and tourism company. The study explores the use of cloud computing for data storage, customer relationship management, and overall business operations. The research employs both primary and secondary research methods, including literature reviews and surveys, to analyze the impact of digital technology on the company's performance. The findings indicate that cloud computing has improved data storage capabilities, enhanced customer relationship management, and potentially reduced operating costs, while also highlighting challenges such as the need for employee training. The report concludes with reflections on the effectiveness of the research methods and suggestions for future research methodologies within the hospitality sector.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research Proposal that clearly defining questions and supported by Literature review...1
P2 Suitable appropriate research methods and conducting primary and secondary methods 5
TASK 2............................................................................................................................................5
P3 Conducting primary and secondary research through appropriate research methods.......5
P4 Using analytical tools and analysis for data analysis........................................................6
TASK 3............................................................................................................................................8
P5 Communicating research outcomes..................................................................................8
TASK 4..........................................................................................................................................15
P6 Reflection of effectiveness of research methods implemented to meet objectives.........15
P7 Consideration of alternative research methodologies.....................................................15
REFERENCES..............................................................................................................................17
Appendix........................................................................................................................................19
Proposal form.......................................................................................................................21
Research E thics Approval Form.......................................................................................24

INTRODUCTION
TOPIC: IMPACT OF DIGITAL TECHNOLOGY ON BUSINESS ACTIVITY
TASK 1
P1 Research Proposal that clearly defining questions and supported by Literature review
Digital workplace is presently driving a wide range of projects across various industries. Digitalization of business and its
activities is also increasing continuously in various industries or business enterprises. Main objective of organization is maximized
amount of revenue in order to initiate growth and development effectively (Westerman, Bonnet and McAfee, 2014). Rapid
implementation of new and updated digital technologies have revolutionised the processes of hospitality sector organisations to
regulate business operations. In past several years, Hospitality organisation was facing challenges in storing their client data and
important business information.
Cloud computing is considered as digital technology paradigm that enables present assess to shared pools of configurable
systems and resources.
Higher-level services can be rapidly provisioned with less management efforts often over the internet. It is the most important tool
which is used by hospitality firms to store their client’s data and important information related to business (Berman, 2012). It is used
to provide direct access to customers about their information and travel bookings by hospitality sector organisations.
Implementation of cloud computing has also enabled business enterprise to secure their data systems and software. In this
context, proposal aims to explore influence of cloud computing technology on business activities of Thomas Cook Plc , UK. It is an
international travel and tourism business enterprise which provides its services to various national and international clients (Bharadwaj
and et.al. 2013). Further, company has its interrelationship with large number of population in overseas nations and large number of
employees working in different business units. In order to make research more reliable, important aim and objectives have been
developed which provide clear direction for completion of research effectively.
Research Aim: “To explore the influence of cloud computing on business activities”- A study on Thomas Cook Plc, UK
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Research Objectives:
 To understand the concept of cloud computing technology
 To analyse relationship of cloud computing and business activities at Thomas Cook Plc , UK
 To ascertain the impact of cloud computing technology on business activities at Thomas Cook Plc, UK
 To recommend and suggest strategies for effective implementation of cloud computing technology at Thomas Cook Plc ”
Research Rationale:
For carrying out research, I have initiated own interest within hospitality industry. In this, I have implemented multiple
strategies which help in the improvement of my performance level in an appropriate manner. I have selected this topic after effective
research and identified that I contain wide scope of study. Further, this research project will provide support in creating my
comprehending, technical, reasoning and understanding skills (Onetti and et.al. 2012). I will also get support in continuous growth
and development of my career in travel and tourism sector organisation.
Literature Review
According to Carlin and Curran, (2012), cloud computing is a part of digital and information technology framework that
enables companies to consume computing resource such as Virtual machine, storage or application, as utility rather than having to
develop and maintain computing infrastructure in house. Further, also considered as method for delivering the information technology
services in which the resources retrieved from the internet through tools based on web based tools and application as opposed to direct
connection to the server. As per view of Xu, (2012), Cloud computing technology has removed obstacles from business operations
for hospitality sector organisation and provided them competencies to manage database of large number of client population.
Law and et.al. (2013) stated that business activities and cloud computing technology has a direct relationship because it is
used for providing support to management and employees for completion of business activities easily and appropriate. Various
important activities have been performed by employees in organisation such as marketing, production, sales, operations and human
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resource management (Carcary, Doherty and Conway, 2013). This technology has been used in all departments of organisation to
store and secure database of clients, employees and organisation. It usually covers wide range of options now, from the simple
storage, networking and processing the power through the processing of natural language and artificial intelligence as well as standard
office applications.In Thomas Cook Plc, management can also use this technology to store to their customers data, booking
information and timescale to provide access to clients and employees (DaSilva and et.al, 2013). Company has large number of
business units in different countries therefore it requires a strong network to communicate and storage of data. Thomas Cook Plc could
use this technology for management of relationship with previous customers and identification of new customers.
According to Nieves and Segarra-Ciprés, (2015), Cloud computing technologies have reduced requirement of company to
develop own computing infrastructure for business which has resulted in reduction in of operating cost. This technology has offered
affordable and enhance business communication which may could previously been out of reach for hospitality business enterprise.
Faster communication with more option will assist to move in decentralised model. As per view of Benckendorff, Sheldon and
Fesenmaier, (2014), technology has also process easy access data and vital business software from various locations within country
which provides proper internet connection. Through effective communication and storage of data, Thomas Cook Plc will be able to
maintain effective relationship with their customers. It will tend also increase sale and profitability of Thomas Cook Plc by increasing
its consumer’s base and reduction of operating cost. In contrast to this, () stated that cloud computing technology has also created
challenges for company to provide knowledge their employees. Further, technical problems have also created some issues for Thomas
Cook Plc Plc and emerged high maintenance cost. They also required trained employees who are able to use this technology and need
to pay high salaries which influence on its labour cost.
Timescale
Activities 1St
week
2nd
week
3rd
week
4th 5th
week
6th
week
7th week 8th
week
Selection of
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research
topic
Development
of aims and
objectives
Literature
review
Analysis of
various
literatures
Selection of
research
methodology
Using
appropriate
research
methodology
Data analysis
Communicate
of research
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outcomes
P2 Suitable appropriate research methods and conducting primary and secondary methods
For completion of research proposal, it is important for scholar to use effective techniques, methods and approaches to get
relevant data. It can be used so that research can be conducted effectively and readers will appraise the outcomes.
Primary research
Digital technologies play significant role in the organisation, it helps firm in making effective communication with consumers
and offering them high quality services. In order to conduct primary research scholar has to gather data by own. For that individual
takes support of questionnaire, survey, interview techniques that assist in gathering first hand information about the topic. In the
present study on impact on cloud computing on business researcher has applied questionnaire technique. This is most suitable method
and supported in finding actual information about topic.
Secondary research
It is another most essential research method that aids in gathering in-depth detail about topic. In this, scholar uses already
available literature, books, and journals in order to raise their understanding about subject matter. Scholar has also used secondary data
for evaluating the impact on cloud computing on business unit.
TASK 2
P3 Conducting primary and secondary research through appropriate research methods.
Following are the important methodologies which are used by scholar to complete research on analysis of impact of cloud
computing technologies on business activities of Thomas Cook Plc.
Cost: It is most essential factor in the research project; scholar has to emphasis on allocation of resources in efficient manner. If
research does not concentrate on cost then individual will get fail to complete the project within specified budget. In the present study
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on impact on cloud computing on business entity, scholar has used primary research methods and has monitored all tasks properly so
that unnecessary cost can be minimised.
Access: Individual has accessed all authoritised link and have not used any link which was not permitted.
Ethical issues: It is very important to maintain ethical aspect and follow all ethical requirements. It was difficult to take permission
from respondents but individual has convinced them and have made them understand with the importance of this research.
Furthermore, individual has not forced any individual to share their views. All people were having rights to skip any question if they
do not want to answer it.
P4 Using analytical tools and analysis for data analysis.
Research methods
Research Philosophy
It usually deals with nature, sources and development of effective knowledge. It is the belief of researcher about methods and
ways through which data can be collected, analysed and used. Basically there are two types of research philosophies which are
commonly used by various researchers such as interpretvitism and positivism (Terrell, 2012). Interpretive philosophy includes scholar
to interpret element of study because it integrates human interest in to a study. Positivism involves collection of information through
observation and measurement to interpret data effectively. In this research, scholar will use interpretvitism philosophy with an aim to
explore impact of cloud computing technology on business activities of Thomas Cook Plc.
Research design
It is an important methodology of research that involves research strategies related to data collection and analysis. It is the blue print
of research procedure that needs to be followed by scholar completion of research effectively (Methodology Humphries, 2017).
Research philosophy has been classified such as exploratory, explanatory, descriptive and case study. In this context, a scholar
will make use of descriptive research design which assists in determining important theories which are related to the topic.
Research Approach
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It clearly implies to method used for carrying out research effective through use of various tools and techniques. In this, there
are two important research approaches such as qualitative and quantitative approach (Neuman, 2013). In this project, qualitative
research approach has been used by scholar for calculation as well as interpretation of data that will be collected from employees of
Thomas Cook Plc on impact of cloud computing technology on business.
Data collection:
It is also analysed as important method which is used for collection of data and information which is highly recommended by others to
demonstrate information effectively (Taylor, Bogdan and DeVault, 2015). There are mainly two important methods of data collection
such as primary and secondary. In this research, scholar will use both primary and secondary method for data collection.
Sampling:
Basic principle used for selecting members of population which is included by scholar in study. It is also considered as
framework used for selection sample size from large population. Basically there are two sampling techniques such as probabilistic and
non probabilistic. In this context, probabilistic sampling is used by scholar that involves methods such as simple random, cluster,
stratified and systematic sampling (Flick, 2015). In this context, simple random sampling method is used by scholar who provides
equal chance to every respondent to participate in research.
Data analysis:
It is analysed as important process that involves transformational of data collected from respondent in to information. There
are basically two methods of data analysis such as quantitative and qualitative analysis. In this, investigator will make use of
quantitative method data for analysis of data from questionnaires. Thematic analysis method will be used by scholar to interpret data
by using charts and graphs which make research more reliable.
Ethical consideration
It is an important part of research methodology which involves ethical principles that needs to be followed by scholar while
carrying out research. It involves two different aspects which are mentioned above:
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Informed consent: data collected by scholar from 20 respondents from Thomas Cook Plc Plc after taking consent of their supervisors
and respondents. No unethical techniques and methods have been applied for completion of project (Bauer, 2014).
Confidentiality: Data security systems have been installed to protect data collected from respondents. Information related to
organization is not provided to competitors in market.
TASK 3
P5 Communicating research outcomes
Theme 1: Organization is using computing technology in business operations
Is your organization is using computing technology in business operations? Respondents
(a) Yes 10
(b) No 6
(c) Not sure 4
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Interpretation: From this chart, it is identified that 10 respondents have stated that organization is using cloud computing technology
at workplace. 6 respondents denied this because they do not consider that cloud computing technology at workplace. 4 respondents
were not sure about the statement. However, it can be stated digital technology is used by Thomas Cook Plc is their business
operations.
Theme 2: Employees are satisfied with implementation of cloud computing technology at workplace
Are you satisfied with implementation of cloud computing technology at
workplace? Respondents
(a) Yes 12
(b) No 6
(c) Not sure 2
Interpretation: There are 12 respondents who have stated” Yes” because they are satisfied with implementation of cloud computing
technology at workplace. 6 respondents have stated “No” because they are satisfied with its implementation whereas 2 people was not
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sure about its implementation. Thus, it is clear that employees of Thomas Cook Plc are satisfied with implementation of cloud
computing technology in business activities.
Theme 3: Employees are strongly agree that digital technology has provided support in customer relationship management
How much you are agreed that digital technology has provided support in
customer relationship management? Respondents
(a) Strongly agree 14
(b) Agree 4
(c) Disagree 1
(d) Highly disagree 1
Interpretation: 14 Respondents are those who are strongly agree with statement that digital technology has provided support in
managing relationship with customers. 4 respondents were agreeing with this. Further, 1 respondents have disagreed this statement
whereas 1 was highly disagree with this statement. However, it can be stated that digital technology has provided support in customer
relationship management to Thomas Cook Plc.
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