Research Report: Communication Technology's Influence on TUI

This research project examines the influence of communication technology on travel companies, using TUI as a case study. The report begins with an introduction highlighting the rapid technological advancements and their impact on the tourism sector, particularly in marketing strategies and customer engagement. Task 1 outlines the project specifications, including the research aim, objectives, and questions, along with an identification of factors contributing to research project selection. The literature review synthesizes existing research on the effects of social media, online advertising, and ICT on sales, customer feedback, and overall tourism development. Task 2 focuses on efficiently matching resources to research questions and undertaking the proposed research investigation, including data recording. Task 3 discusses research techniques, interpretation of findings, and recommendations for TUI. The research employs both qualitative and quantitative methods, including questionnaires and interviews, to analyze the impact of ICT on TUI's marketing activities and customer interaction. The findings are expected to provide insights into how TUI can leverage technology to enhance its marketing strategies, improve customer engagement, and gain a competitive advantage in the evolving travel industry. The research utilizes a deductive research approach, exploratory research design, and interpretivism research philosophy. Both primary and secondary data sources are used, with data collection through questionnaires and interviews. The sampling technique involves selecting participants from a wider population. The report concludes by providing recommendations for how TUI can adopt strategies to maximize benefits from information communication technology.

Research Project
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
1.1Project outline specifications.............................................................................................3
1.2 Identifying the factors which contributes to procedure of research project selection......4
1.3 LITERATURE REVIEW.................................................................................................5
1.4 Research project specifications........................................................................................7
1.5 Appropriate plan as well as procedures for agreed research specification.......................8
TASK 2..........................................................................................................................................12
2.1 Match resources efficiently to research questions..........................................................12
2.2 Undertaking proposed research investigation on accordance with agreed procedure and
specifications........................................................................................................................13
2.3 Recording relevant data where appropriate....................................................................14
Task 3.............................................................................................................................................17
3.1 Research Techniques .....................................................................................................17
3.2 Interpretation..................................................................................................................20
3.3 Recommendation............................................................................................................21
REFERENCES..............................................................................................................................23
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INTRODUCTION
During last few years, there has been rapid development in technology. Technological
advancement has provided various benefits to companies operating in different sector. At the
same time, growth in technology has given rise to stiff competition in industries especially in
tourism sector. The technological advancement has assisted tourism companies in bringing
improvement in marketing strategies. Modern technology has supported tourism companies in
promoting products or services at large scale. Technological advancement has direct as well as
significant effect on business operation of business entities operating in travel and tourism sector.
Growth in social media sites has enabled organization to facilitate two way communications and
provide firm an ease to obtain feedback directly from customers. Internet and various software’s
and websites have enabled enterprises in tourism sector to provide various services such as
online booking to customers. Now a days, travel companies or tour operators can remain in touch
with their clients by using mobile device or social media. In context of travel industry,
information technology is providing the data to tour operator which is required for assisting tour
operator in streamlining the business operations. Technological advancement has helped travel
companies in reducing the marketing cost and has assisted in increasing revenue.
The present report has focus on analyzing the influence of technology on travel
companies such as TUI.
Task 1
1.1Project outline specifications
Background of the topic :
Earlier, marketing campaign was conducted by travel companies such as TUI for promoting the
products and services. In addition to this, TUI also used to adopt the traditional promotional
techniques such as door to door, TV advertisement for generating the brand awareness. Due to
traditional technology, it was not possible for firm to reach wide number of customers.
Only one way communication can be facilitates with the help of traditional technology which
was not enough in context of accomplishment of desired marketing objectives. Use of traditional
technique of promoting products was very much time as well as cost consuming. Advancement
in communication technology has helped travel companies in facilitating two way
communications and has provided travel companies ease in reaching to the target customers. It
has enabled business entity to promote their products or services at large scale. In present
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scenario, many travel enterprises such as TUI is adopting the digital marketing strategies for
generating brand awareness. Use of communication technology has assisted TUI in analyzing the
needs and demands of customers. It has enabled business entity to gain competitive advantage in
the market. Technological advancement has bought big transformation in booking patterns. It has
really widened the ways through which travel enterprise can communicate with customers. By
utilizing the communication technology such as social media sites travel companies such as TUI
can promote products or services at both domestic as well as international level. Communication
technology can be used by TUI for communicated with various industry which whom business
entity is working.
Research aim: To analyze the influence of communication technology on travel companies- A
case study on TUI.
Research objective:
 To develop the understanding about communication technology.
 To gain knowledge about influence of communication technology on marketing activities
of TUI.
 To identify the interrelationship between
Information communication technology and tourism.
 To suggest the strategies this can be adopted by TUI Company for yielding maximum
benefits by implementing information communication technology.
 To recommend the tactics through which interaction between travel agency and
customers can take place.
Research Question
 What strategy can be utilized by TUI for promoting brand?
 How to establish interaction between company and its customers?
 Why social media is considered to be effective for promoting goods or services?
1.2 Identifying the factors which contributes to procedure of research project selection
Information communication technology has created the competitive pressure on travel
companies. Many travel companies such as TUI is using the communication technology for
promoting the products or services both at domestic and international level. There are various
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factors which contributes to research project selection are personal factors. Reason for selecting
the specific research topic is that scholar have interest in marketing and researcher wants to gain
detailed knowledge about communication technology as well as its influence on travel
companies. Other rationale for selecting this topic is that many increase in use of information
communication technology by travel companies has created curiosity in mind of researcher.
Access to primary data : The primary data has been collected using the questionnaire method.
The questionnaire form consists of open ended questions, this is the techniques used as
researcher perceives that it will assist them in getting the relevant answers to questions.
Scope and importance of topic : present research has limited scope. The investigation will be
executed for TUI organisation. The study has great importance as It will assist scholar in
developing the understanding about the Information and communication technology. It also
supports company in analysing the way digital technology influences marketing activity. The
investigation on specific topic will assist management in identifying the tactics which can be
used by organisation for interacting with customers.
1.3 LITERATURE REVIEW
As per the view of Goeldner & Ritchie,(2012) use of social media or communication
technology helps firm in increasing sales and revenue. According to the opinion of Dan ,
(2011), it is very much important for travel companies to provide quick responses to changes in
various factors in business environment in order to sustain in the market. The author Khalilov D.
(2016) has stated that by using the communication technology or social media travel companies
can receive feedback from customers. As per the perception of (),Social media possess a whole
variety of advantages if compared to the other marketing strategies, including both online as well
as offline. According to the opinion of (),, online advertising is used to increase brand awareness
and to attract the attention of consumers towards products or services. The author Gratzer
(2004) states that companies operating in tourism sector can gain various benefits as well as
opportunities by implementing communication technology at workplace. According to the view
of Buhalis (2010) information and communication technology has direct as well as significant
effect on tourism development. The author Gruescu (2003) states that Information and
communication technology offers opportunities to travel companies in various aspects, it helps
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firm in gaining competitive advantage.
It also helps business entity in improving productivity as well as support organization in
facilitating new ways of managing business operations. According to the view of Kribel (2004)
Information and communication technology has direct as well as significant influence on
competiveness of companies operating business in tourism sector. Other author Blake (2006)
argues that only innovation strategy with the use of digital technology will help business entities
in increasing competitiveness. According to the opinion of Marshall (2016), there is no apparent
relationship between ICT and productivity in hospitality in hospitality sector. The author
Jacob, (2003) states that many travel companies uses information and communication technology
for maintaining their market share as well as position in an industry.
According to the opinion of Vilaseca et al., (2006) information and communication
technology has helped business entities in fulfilling the needs and demands of customers in the
market. As per the view of martin (2004) who thinks that E-innovation taken as part of an
innovative strategy has the potential to change the various procedures especially marketing in
travel industry.
According to the view of Law and et.al (2009), has stated that information and
communication technology has bought big transformation in tourism sector. As per the opinion
of Optara and Onyije (2013) who perceives that advance technology has brought big as well as
positive change in the complete procedure of tourism service development, marketing and
management. The author Stiakakis & Georgiadis, (2011), has stated that advance technology
such as information communication technology has significant effect on effectiveness as well as
efficiency of travel companies. As per the view of Opara, J.A. & Onyije, E. (2013). who believes
that Information and communication technology has bought big improvement in business
structure of travel enterprises. Advancement in technology has created both opportunities as well
as threats for companies operating business in tourism sector. As per the view of Parsons, J.J. &
Oja, D. (2013). who stated that Technology provide travel companies a chance to offer wider
and customized services to wide number of customers. According to the opinion of Alam (2009),
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who perceives that Information and communication technology has made travel companies such
as TUI more information-rich and intensively structured. The author Xiang states that
Information and communication technology has great influence on the way travel companies
interact with their clients, stakeholders. According to the view of Munar (2012) who perceives
that Information and communication technology has given business entities new ways of
managing as well as retrieving information related to customers. Information and communication
has become invaluable business tool which is used by firm for interacting with stakeholders in an
effective manner.
1.4 Research project specifications
There are various methodologies will be used by the scholar for executing the different
activities during the investigation procedure, these are:
Research approach: The research approach is utilized for testing the validity in that manner by
which researcher can attain project as per the purpose with ease. There are basically two type of
approaches these are inductive and deductive. In present investigation, researcher will use
deductive research approach (Lancaster, 2017).
Research type: Selection of the type of research is completely based on the problem identified
during the investigation procedure. There are three types of research these are qualitative,
quantitative and mixed. Considering the scope of study, scholar will utilise both quantitative and
qualitative research technique. By deploying mix research type, scholar will easily able to reach
conclusion.
Research design: It involves making arrangement for facilitating the different research activities
such as collection, analysis and interpretation of data. Research design can be defined as the
strategy which can be utilised by investigator for integrating the different components of the
study in logical manner. Research design assist researcher in addressing the problem. There are
several types of research designs these are experimental, exploratory, explanatory and descriptive
research design. In present investigation on topic analysing the influence of ICT on tourism
scholar will use exploratory research design. This specific research design has been selected as it
will assist researcher in analysing the influence of ICT on hospitality sector.
Research philosophies: It can be defined as set of assumptions or beliefs which is directly
related to the technique used for accumulating, analysing and interpretations information.
Research philosophies also involves assumptions made by scholar while executing different
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activities during investigation procedure (Dang and Pheng, 2015). It can be divided into two
categories these are interpretivism and positivism. In present research, scholar will use
interpretivism research philosophy for analysing the influence of Information and
communication technology on tourism sector.
Data collection: It is considered to be as most crucial activity, as without completion of this task
research cannot be proceed further. Decision of researcher is completely based on the
information collected using different sources. There are mainly two sources from where
information related to the research topic can be gathered these are primary and secondary. In
present investigation, scholar will use both the sources (Choy, 2014). Investigator will use
personal interview and questionnaire technique for gathering of information. Questionnaire form
will consist of close ended questions related to the research topic.
Sampling: It includes selection of selection of few participants from wide population. There are
several techniques of sampling these are probability and non-probability. In present
investigation, investigator will use probability sampling technique. Reason for selecting the
probability sampling technique is that each and every individual get equal chance of getting
selected in research process. In present study 20 employees working in TUI has been selected
using probability sampling technique.
Data analysis: It is very essential part of investigation. Data analysis involves refining of
information gathered from both primary and secondary sources. Refining of data is important in
order to make information relevant and useful as well as untestable to user. In present study,
scholar will use both qualitative and qualitative technique for refining of data. In addition to this
graph, diagram, and tables will be used by researcher for making data presentable. Scholar will
prepare different themes based on questions and answer provided by participants. Various
software’s such as SPSS will be used by investigator for determining the reliability and validity
of information gathered from different sources (Alvesson and Sköldberg, 2017). Questionnaire
will be reviewed by researcher in order to ensure completeness as well as relevancy of questions.
1.5 Appropriate plan as well as procedures for agreed research specification
In present investigation, scholar will use Gantt chart and work breakdown structure.
Gantt chart consists of detail schedule according to which different activities will be executed
during research. Preparation of Gantt chart is important as in investigation process all the
activities are interrelated and delay in activity can lead to adjournment of completion of whole
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research project. Gantt charts represents the start and finish date of several activities which are
to be conducted during investigation.
Tas Duratio
n
Star
t
Finis
h
Predecesso
rs
Resource
Names WBS Risk
Selection of topic 2 days Low
Preparing problem
statement 6 days 1 2 Moderate
Writing Literature
Review 4 days 2,1 literature 3 High
Preparing schedules 5 days 3 4 Moderate
selection of research
methodology 7 days 4
Journals
and
internet
articles
5 Moderate
Data analysis 6 days 5 6 Low
Presentation and
interpretation of data 4 days 6
Project
manageme
nt
7 Low
Assessing findings of
research 5 days 6,7 8 Moderate
conclusion and
recommendations 2 days 7 9 Low
Reflection on methods
used in investigation 3 days 9,8 10 Low
preparing documentation
of accomplished
outcomes
2 days 10
Technical
and human
resources
11 Low
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Closing project 2 days 11 12 Moderate
Submission of the final
report 1 day 11,12 13 Low
In present study, work breakdown structure will be prepared by scholar in order to make
task easier for workers. Work breakdown structure can be defined as key project deliverable that
organizes the team's work into manageable sections.
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TASK 2
2.1 Match resources efficiently to research questions
Cost: It involves both fixed and variable cost. Cost is involved in facilitating the research
activity. It is also required to be incurred in employing information and communication
technology at workplace. Determining the cost while making the plan is important, as it assist in
eliminating the barriers which might occur in execution of plan or research. Preparing budget is
crucial, as it helps scholar in comparing the actual cost with standard costs. In context of the
research objective, installation of the communication technology at workplace require huge
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capital investment. The expenses which are associated with implementation of the ICT includes
installation charges, installation of communication devices etc.
Scope: The present research has limited scope as scholar will execute only few activities these
are data collection, analysis and interpretation of information. Digital technology is a wide
concept which provides various benefits as well as opportunities to business entities when it is
deployed in normal operations. The ICT has great scope, it will assist an organisation in gaining
the various benefits. It will also assist an enterprise in improving the internal communication.
Quality: It is considered to be as an important element in project management plan, as
reliability of information is completed based on this factor. Effectiveness of investigation is
measured in terms of results produced and quality of work. In addition to this, poor quality of
task can have negative effect on outcome (Taylor, Bogdan and DeVault, 2015). Due to poor
quality of work firm or researcher will not be able to provide satisfaction to their customers.
Before implementing the software quality check will be done in order to ensure that the ICT
implemented at workplace will help in generating positive results. In context of research, the
researcher will make sure that all the data gathered is relevant to the topic that is effect of ICT
on travel companies.
Communication: It is very much essential element in context of completion of task in an
effective as well as efficient manner. Effective communication and coordination is very much
necessary for preventing overlapping of activities and ensuring an effective utilisation of
resources. In present investigation regular meeting will be conducted and problem will be
discussed. Advance technology such as mobile and other communication devices will be used by
stakeholders for interacting with each other during the investigation procedure. In context of
communication, ICT will support an organisation in improving the communication
procedure.
Risk: There are various types of risk associated with the implementation of information and
communication technology these are risk of increase in cost, technology failure, misuse of
information etc. In context of implementation of ICT, the major is increase in communication
costs.
Resources: There are various types of resources are required for facilitating research and
implementing ICT these are finance, human, printer, technology etc. Lack of resources can create
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