Digital Aviation: Staycations and Virtual Travel in UK & China

This report examines the role of digital aviation in the increased demand for staycations and virtual travel in the UK and China. It begins by defining digital aviation and its impact on the aviation sector, including the digital consumer culture and the roles of various digital tools. The report then delves into the concepts of staycations and virtual travel, analyzing the market situations in the UK and China, highlighting fluctuations in demand and supply, and assessing the overall impact. The research methodology is outlined, including the research philosophy, approach, strategy, choice, time horizon, and techniques used. The report concludes by summarizing the key findings and implications for the aviation industry, particularly in adapting to changing consumer preferences and leveraging digital technologies for growth and development.

Digital Aviation

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview................................................................................................................................1
Digital consumer culture in the aviation sector......................................................................1
Roles of digital tools play in the aviation sector....................................................................1
Digital Output / Digital News Report..............................................................................................2
Increased demand for staycations and virtual travel in the UK and China............................2
Concept of staycations and virtual travel......................................................................2
Market situation in the UK and China in terms of staycations and virtual travel.........3
Fluctuations in demand and supply for staycations and virtual travel in the UK and China
.......................................................................................................................................4
Impact of increased demand for staycations and virtual travel in the UK and China...5
Research undertaken........................................................................................................................6
Research philosophy...............................................................................................................6
Research approach..................................................................................................................6
Research strategy....................................................................................................................6
Research choice......................................................................................................................7
Research time horizon............................................................................................................7
Research techniques and procedures......................................................................................7
Useful sources with justification......................................................................................................7
CONCLUSION................................................................................................................................8
References........................................................................................................................................9

INTRODUCTION
Overview
Digital aviation is referred to the solutions and the use of the digital tools which is used in
the aviation industry. Aviation industry is the airline industry consist of aircraft, airspace, airport
and many more. They provides the support to increase the efficiency of airports with the help of
technological advances and digital transformation. It contains the activities like creating the safe
and secure shared airspace with the help of protected communication of data or information
frameworks with the increase of reliability and availability of aircraft via self sensing and self
aware technologies. There are three main pillars of aviation industry where digital aviation is
used such as commercial purposes and general purposes along with the military aviation
(Abeyratne, 2020).
Digital consumer culture in the aviation sector
It has been researched that the people with diversified backgrounds are more innovative
and creative in higher earning potential. These are the people who operates in the collaborative
manner with strategic decision making. In aviation industry, better decision results in the
increased safety for customers. There are different ranges of customers who uses the services of
aviation industry are such that old travellers who are aged and wants to travel on holidays on a
frequent basis. Business travellers customers are the frequent flyers who forms the big segment.
Budget conscious customers looks for the airlines which are inexpensive in nature and have the
low knowledge about the several services of the airline. Moreover, other form of travellers are
such that the urgent travellers and loyal travellers. Digital consumer culture in the aviation sector
wants that the management of aviation sector must be committed to the servicing of the
customers and provide the satisfaction in the entire journey experience as a whole. It includes the
convenient check ins and departure along with the arrival times and ticket reservations. The most
important is the avoiding delays because delays creates the negative impact on the customers
(Karaağaoğlu and Çiçek, 2019).
Roles of digital tools play in the aviation sector
The aviation sector has various digital technologies which are used and they have the
major roles to play in the particular sector. This sector uses the digital technology in order to
accomplish the efficiency and other cost savings in operations. Such tools are the augmented
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reality and robotics which are vastly used in the aircraft manufacturing in its process and also
used in the services of streamlined ground provisions. These are the digital technologies which
supports in optimizing the effectiveness and lower cost of operations along with the enhancing
the experience of the passenger. It has also improved the security and safety systems which has
lowered the load of the work on the flight crews. As per the investigation, newest digital trends
has emerged in developing the airline travel across the world. Some of the tools used are the
drones used in the airport and airlines, block chain technology, artificial intelligence, beacons
technology and biometrics (Qi, Tao, Hu and Nee, 2021).
Digital Output / Digital News Report
Increased demand for staycations and virtual travel in the UK and China
Concept of staycations and virtual travel
Staycations is the term which is used to define the vacation which is spent at home or
some where nearby. It is also known as the holistay and it is considered as the period in which
the family or an individual chooses to stay at home who also engages in the leisure activities
during the day trip which means the nearby distance from home and it does not require any
overnight stay at some other places. Therefore, the customers who chooses to vacate at home
instead of outside are basically the customers who are on the staycations. In context of the
aviation industry, staycation has a good image because there are flights which are which flies for
one day and two way routes. These are specially for the staycations where people wants to come
back on the same day after roaming without any overnight accommodations. It is highly
important for the aviation industry to look upon such innovations and creative fulfilment of
demands for the customers who prefer staycations rather than a long trip for short nap type
relaxations. Hence, this is a concept of staycation in the digital aviation industry where
customers who are technology freak desires the advanced services for their one day trip (Lehto,
Chen and Le, 2020).
Virtual travel is the term which is used for the virtual travels tours which sounds very
futuristic. It basically offers the framework of the existing locations with the help of proper
sequence of videos and photos aligned in front of the customers. In most of the cases, customers
have the flexibility to navigate themselves form one place to another as per their desires, needs
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and requirements. It has several examples such as one can rise free at Disney world and also can
take the virtual tour of museum and gallery. In context of the aviation sector, there are
technologies which can be used for the virtual tour such as perusing the aircraft on an air plane
tour. This is because due to the covid 19 pandemic people are reluctant to travel anywhere with
the fear of disease. Here is the opportunity to take in order to innovate the virtual travelling
tourism in the aviation sector for better growth and development all over the world. There are
various technologies which can get involved in order to provide the services of virtual travel,
digital aviation has a great role which includes the augmented reality and virtual reality along
with the artificial intelligence and many more as per the desires and demands of the customers.
Hence, this is the concept of virtual travel in aviation industry due to the pandemic all over the
world (Awan, Shamim and Ahn, 2020).
Market situation in the UK and China in terms of staycations and
virtual travel
Market situation of staycation in UK is researched and as per the recent study, it has been
investigated that 83% of travellers who are British generally prefers the staycation location as
UK rather than travelling abroad in the recent years. This is the latest trend, now a days UK is
facing and if it is et to continue with next years also then it can bring boost to the hospitality
sector as well as the aviation sector also. Digital aviation has a role in providing the best services
to the customers who are on the one day trip to UK for better experience of journey as a whole
(Lin, Peng, Wang and Feng, 2021).
Market situation of staycation in China is researched and as per the recent study, it has
been investigated that hospitality market of china has raised due to the improvement in the
market situation of china in terms of staycation. It is researched that market of china is expected
to reach at $131.15 Billion from 2021 to 2027 from $57.62 Billion in 2020. Aviation industry
has a great role in this achievement of china because the sector has renders the advanced services
to the passengers which they found comfortable and easy going procedure as a whole. Therefore
the entire journey becomes a good and positive experience for the customers during their
staycation.
Market situation of virtual travel in UK is researched and as per the recent study, it has
been investigated that at the time of severe pandemic, UK was also largely affected and has
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resulted in the lots of deaths as well. So this imposed the strict lock down. In this phase people
were sitting at home and doing nothing. So the idea came of virtual travel which is provided by
the aviation industry with good services. Current market situation is now a days if there is no
lock down, then too people are interested in virtual travel as it was giving the real time
experience to the customers. UK's aviation industry has used the technology of virtual reality as
its digital aviation so that people can enjoy at home enjoying virtual travel.
Market situation of virtual travel in China is researched and as per the recent study, it has
been investigated that China uses various tools to provide the virtual travel experience to the
customers such as by discovering the different travel trends like remote destinations and self
driving along with the young travellers and shorter booking window. Digital trends included are
live streaming and WeChat channels and other digital tools for tourism management in terms of
the aviation industry. Customer are intrrested in all such tools and is slowly growing and will be
active good by 2027.
Fluctuations in demand and supply for staycations and virtual travel
in the UK and China
There is a great fluctuation in the demand and supply of staycation in the United
Kingdom. This is because the period before the covid-19 pandemic was a period where the
people used to travel around the world and the aviation industry helps them in providing the
services to travel with a good experience and comfort. But after the covid-19 pandemic there is a
great fluctuation because most of the people avoid traveling and want to stay at home during
their vacation and therefore this has fluctuated the demand of the staycation in United kingdom.
This has also affected the supply of the services of staycation because of the increase in demand
of staycation during the pandemic period so therefore every action industry has provided the
good services during the pandemic period (Holloway and Humphreys, 2019).
Fluctuations in demand and supply for staycations in China have also affected the
country in several ways. This is because covid-19 has impacted the nation in a very positive
manner in terms of staycation. Demand has increased in the staycation because people used to
stay at home and want a one day trip out for this relaxation and chilling and therefore China has
increased the services for digital aviation in order to support the people with their staycation.
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Fluctuations in demand and supply for virtual travel in the United Kingdom have also had
a positive impact on the nation. The reason being is that people used to travel virtually with the
help of the Internet and other digital aviation tools so that physically they do not want to go to
Rome because of the covid-19 disease outbreak. But there is still a fluctuation because supply
was less and demand has increased in a faster way. Therefore production of the services had
slowed down and prices increased use of virtual traveling therefore demands also decreased at
some point of the time. Hence this fluctuation has impacted the pricing and supply of the virtual
traveling services by the aviation industry.
Fluctuations in demand and supply for virtual travel in China have also had a good
impact on the nation. The reason being is that demand had suddenly increased for virtual
traveling and China was unable to supply enough virtual traveling services to the customers.
Therefore they have increased the price of the services and then demand was not lowered.
Demand has continuously increased in China irrespective of the supply and pricing strategies
formulated by the nation. This fluctuation has benefited China in earning more and more with the
gross domestic product and the national income and in improving the economy of the nation
(Tribe, 2020).
Impact of increased demand for staycations and virtual travel in the
UK and China
Impact of increased demand for staycation in the United Kingdom has benefited the
nation with the increase in supply and earnings as well. This has positively impacted the private
as well as the public sectors in the aviation industry because they all started providing the
staycation services to the consumers for better experience and journey for a one day trip in a
secure and safe manner at the time of covid-19 outbreak.
Impact of increased demand for staycation in China has also benefited the country
because it has increased the gross domestic product of the economy and improvement in the
economics of scale as well. There is a positive impact on China because not only it has benefited
the individual organizations but the economy as a whole. Covid-19 outbreak has negatively
impacted the nation with several debts and low income and employment as well. but demand for
staycation has increased the employment as well as the earnings also which has positively
impacted China.
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Impact of increased demand for virtual traveling in the United Kingdom has benefited the
nation. This is because there are various digital tools which are used to provide the experience of
virtual traveling to the customer's. These tools are expensive in nature and therefore prices are
high for the virtual traveling services for the customers. Therefore, an increase in demand has
resulted in a good income level for the aviation industry in the United Kingdom which has a
positive impact on the nation.
The impact of increased demand for virtual traveling in China has also benefited the
country. The reason being is that there are differences in advanced technologies which are used
to produce the virtual traveling services in order to render services to the customers. These are
the technologies which are used in digital aviation in China and therefore increased demand has
helped the nation in getting a good income level in the economy for better circular flow of
income with updated Technology and safety and security systems implementation with it
(Choirisa and Rizkalla, 2021).
Research undertaken
Research philosophy
There are four types of research philosophies. Such as positivism and realism along with
the interpretivism and pragmatism. The current research undertaken on increased demand for
staycations and virtual travel in the UK and China considering the research philosophy of
positivism because it is the philosophy which is scientifically verified which means it has some
logics in it with proper justification (Snyder, 2019).
Research approach
There are two types of research approaches. Such as inductive and deductive. The current
research undertaken on increased demand for staycations and virtual travel in the UK and China
considering the research approach of deductive. This is because it states the scientific
investigation with full proof study about the topic and then delivering it to the audience but not
on the hypothetical basis or some observations (Pandey and Pandey, 2021).
Research strategy
There are seven types of research strategies. Such as experiment and survey along with
the case study and action research along with the grounded theory and ethnography or archival
research. The current research undertaken on increased demand for staycations and virtual travel
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in the UK and China considering the research strategy of case study. The reason being is UK and
China has some real time situations, facts and figures about the demands and that is why case
study is chosen for the same (Babii, 2020).
Research choice
There are three types of research choice. Such as mono method and mix method along
with the multi method. The current research undertaken on increased demand for staycations and
virtual travel in the UK and China considering the research choice of mono method in which one
type is used between the qualitative and quantitative methods. So qualitative method is used in
the form of report (Novikov and Novikov, 2019).
Research time horizon
There are two types of research time horizon. Such as cross sectional and longitudinal.
The current research undertaken on increased demand for staycations and virtual travel in the UK
and China considering the research time horizon of cross sectional. This is because it is the short
term investigation methodology which is completed within one week only (Bairagi and Munot,
2019).
Research techniques and procedures
It includes the data collection and data analysis research techniques and procedures. The
current research undertaken on increased demand for staycations and virtual travel in the UK and
China considering the research techniques and procedures of secondary type of data collection
rather than the primary type. The reason being is secondary is much easier to follow when there
is less time for investigation. So therefore, different books, journals, articles, internet and many
more sources are used for the data collection and analysis (Hoon and Singh, 2019).
Useful sources with justification
There are various useful sources which are used while investigating on the research topic.
Such as various relevant books are referred which is written by the well known authors in the
domain of aviation sector so that the content delivered must be reliable for the reader. Moreover,
other news articles an journals are also referred along with the websites with recent years. So
therefore, it is justified that the sources with facts and figures used are correct to best of my
knowledge and the data materials referred for the same.
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CONCLUSION
It is concluded that digital aviation is an important concept to learn and study so that its
applications can be applied in the real world aviation sector or organizations. This is because
now a days it is impossible for the aviation sector to survive without the adoption of the
advanced technologies and new trend of digital tools. The reason being is that if the
organizations wants to make brand image and fight the tough competition in the market place,
then technology is the only option to implement for speedy and efficient working within the
firms. Therefore, it is important to analyse the concept of digital aviation. It is essential to
examine the digital consumer culture in the aviation sector. It is necessary to determine the roles
of digital tools play in the aviation sector. It is significant to gain the knowledge about the
increased demand for staycations and virtual travel in the UK and China. It includes the concept
of staycations and virtual travel, market situation in the UK and China in terms of staycations
and virtual travel, fluctuations in demand and supply and impact of increased demand for
staycations and virtual travel in the UK and China. The above information also views the
research methodology and the sources used with justifications for better evaluating the entire
investigation in a systematic manner. Hence, this report covers all such areas in order to better
understand the conception of digital aviation.
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References
Books and Journals
Abeyratne, R., 2020. Aviation in the Digital Age. Springer International Publishing.
Awan, M.I., Shamim, A. and Ahn, J., 2020. Implementing ‘cleanliness is half of faith’in re-
designing tourists, experiences and salvaging the hotel industry in Malaysia during
COVID-19 pandemic. Journal of Islamic Marketing.
Babii, A., 2020. Important aspects of the experimental research methodology. Вісник
Тернопільського національного технічного університету, 97(1), pp.77-87.
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Choirisa, S.F. and Rizkalla, N., 2021. Understanding the Multiple Factor Determining of Z
Generation to Hotel Staycation During Covid-19 Pandemic. Jurnal Pariwisata
Terapan, 5(2), pp.145-159.
Holloway, J.C. and Humphreys, C., 2019. The business of tourism. Sage.
Hoon, T.S. and Singh, P., 2019. A Practice in a Research Methodology Class. Asian Journal of
University Education, 15(3), pp.45-53.
Karaağaoğlu, N. and Çiçek, M., 2019. An evaluation of digital marketing applications in airline
sector. Journal of Human Sciences, 16(2), pp.606-619.
Lehto, X.Y., Chen, J. and Le, U., 2020. Family tourism: Past, present and opportunities.
In Routledge Handbook of tourism Cities (pp. 207-227). Routledge.
Lin, P.M., Peng, K.L., Wang, S. and Feng, S., 2021. Impact of online food delivery services on
China’s hotel catering businesses. Journal of China Tourism Research, pp.1-21.
Novikov, A.M. and Novikov, D.A., 2019. Research methodology: From philosophy of science to
research design. CRC Press.
Pandey, P. and Pandey, M.M., 2021. Research Methodology Tools and Techniques.
Qi, Q., Tao, F., Hu, T. and Nee, A.Y.C., 2021. Enabling technologies and tools for digital
twin. Journal of Manufacturing Systems, 58, pp.3-21.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research, 104, pp.333-339.
Tribe, J., 2020. The economics of recreation, leisure and tourism. Routledge.
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