UK College Tourism Research: Digital Technology and Virgin Holidays

This research project, conducted for a BTEC HND Tourism Management module, investigates the impact of digital technology on customer satisfaction in the travel and tourism sector, specifically focusing on Virgin Holidays. The study aims to determine how digital tools influence customer experiences and satisfaction levels. The methodology involves a case study approach, incorporating primary data collection through questionnaires administered to Virgin Holidays customers. The research analyzes the helpfulness of digital technology in improving customer satisfaction, identifies the most impressed technology-based areas, and evaluates the benefits of digital technology in enhancing customer bases. The findings highlight the positive effects of digital technologies on sales, promotion, and customer contentment, with recommendations provided to improve customer satisfaction. The report includes data analysis, interpretation, and conclusions, offering insights into the role of technology in the tourism industry.

RESEARCH PROJECT
“To determine the impact of digital technology in obtaining customer satisfaction in travel and tourism sector.” A case study on Virgin Holidays.
Theme 2: Most impressed technology based area under tourism
section
Q 2. Which can be considered as one of the most
impressed technology based area under tourism
section?
Frequency
Sales 9
Promotion 4
E- marketing 3
Customer contentment 4
TOTAL 20
Sales Promotion E- marketing Customer
contentment
0
1
2
3
4
5
6
7
8
9
10 9
4
3
4
Chart Title
Interpretation: From the above graph it has been concluded that sales
is the most impressed technology as 9 out of 20 respondents were in
favour of this 4 respondents were in favour of customer contentment
and promotion techniques and 3 respondents were in favour of E
marketing
Introduction
In United Kingdom's market, it can be said that Travel and Tourism
section is increasing more effectively than any other sector. This
subdivision has impacted positively on economic conditions of UK.
On the other hand, every single business firm aims to provide
satisfactory services to their customers. Digital technology and its
tools can help business organisations to improve experiences of
customers.
Research Aim:
An investigation cannot get started without an aim and it is much
required for a researcher to develop proper aim right on time so that
research can get started
“To determine the impact of digital technology in obtaining
customer satisfaction in travel and tourism sector.” A case study
on Virgin Holidays.Research Objectives
This section majorly stays related to set aim or based on the purpose
of conducting the research. Whole investigation and its conduction
rely on set objectives which helps researcher in reaching to specific
targets. In this context, some of objectives accompanying the
purpose of this investigation are given below:
 To identify the impact of digital technology in uplifting the
customer's satisfaction in Virgin Holidays
 To determine the role of digital technology in improving
performance of Virgin Holidays.
 To evaluate benefits of digital technology in enhancing
customer base and their satisfaction.
Data Collection: The data was collected with the help of primary
method in which questionnaire was formulated in order to know
the views of customers according to which modifications can be
made in products for enhancing their Sales and profitability
index. Data has been collected with the help of questionnaire which
is a method of primary research approach. Here, respondents will be
consumers of Virgin holidays and sample size which was selected
was 20
Interpretation
Data analysis: Another main factor which helps in analysing the collected data through
which many benefits can easily be gained by researcher right on time. The information
which is being collected in this helps in special purposes which has been carried by
investigator. In present investigation, researcher have chosen thematic analysis in order to
measure the collected data which was done with the help of questionnaire.
Theme 1: Helpfulness of digital technology in improving customer satisfaction
Q 1. Is digital technology can be helpful for Virgin Holidays
in improving customer satisfaction?
Frequency
Yes 14
No 6
TOTAL 20
Yes No
0
2
4
6
8
10
12
14
16
14
6
Chart Title
Interpretation: From the above graph it has been concluded that digital technologies
are beneficial in order to improve customer satisfaction as 14 respondents are in favor of
this aspect because digital technologies help them in getting positive about the products
purchased while on the other side 6 respondents were not in favor of this as they were not
benefited with digital technologies.
Aims and Objectives
Conclusion and Recommendation
This is the last factor where researcher put in all the information
related to outcomes that has been carried by him/her. This section
can only be done in a proper way if investigator conduct the research
in a befitting manner. After that, recommendations takes place. It is
responsibility of investigator to make recommendations through
which company can improve.