UKCBC HND Tourism: Digital Technology and Consumer Decision Making

This research project investigates the impact of digital technology on consumer decision-making within the travel and tourism industry, focusing on the context of TUI. The study begins with an introduction outlining the growth of the tourism sector and the increasing influence of digital technology, particularly social media, on consumer choices. Task 1 defines the project's background, aims, and objectives, including the identification of factors influencing research project selection and a review of relevant literature. The literature review explores the views of various scholars on the effects of digital technology on business, the role of social media, and the changing patterns of consumer behavior. Task 2 outlines the methodology, including the efficient matching of resources to research questions, the research investigation, and the recording of data. Task 3 covers research evaluation techniques, data interpretation, and recommendations for TUI. Task 4 presents the media presentation of the research findings. The project utilizes interpretivism and primary data collection to gather real-world insights, aiming to provide a comprehensive analysis of how digital technology shapes consumer decisions in the tourism sector.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Project specification ..............................................................................................................1
1.2 identifying the factors which contributes to the procedure of research project selection......2
1.3 Literature review....................................................................................................................3
1.4 Research project specification ..............................................................................................5
1.5 Project plan ...........................................................................................................................5
TASK 2............................................................................................................................................6
2.1 Matching resources efficiently to research questions or hypothesis......................................6
2.2 Undertaking proposed research investigation........................................................................7
2.3 Recording of data ..................................................................................................................9
TASK 3..........................................................................................................................................10
3.1 Research Evaluation techniques..........................................................................................10
3.2 Interpretation........................................................................................................................13
3.3 Recommendations................................................................................................................19
TASK 4..........................................................................................................................................19
4.1 Media presentation...............................................................................................................19
REFERENCS.................................................................................................................................20

INTRODUCTION
Tourism is recognised as the fastest growing industry in the world. There has been
tremendous growth in a sector in last few years. Travelling is considered to be as main factor in
the procedure of tourism. In tourism sectors tourists or visitors are important stakeholders those
who buy goods or services offered by an organisation. Decision making procedures by tourist
related to travelling as well as selecting the place to visit is considered to be as very complex
procedure. There are many constituents such as personal factors, attractiveness of destination,
previous experience of visitors at particular place etc. Emergence of digital technology has
bought great development or advancement in communication as well as information technologies
which has greatly effected the decision making procedure by visitors. The positive change in an
industry has been possible with the use of advance technology. Emergence of social media
platform or digital technology has provided customer an ease in getting access to information
provided by tour and travel companies. With the emergence of digital technology, it has been
possible for customers to book online tickets and make payment for services avail by them.
Facilities as well as other additional services provided by tour and travel companies have direct
as well as significant influence on decision making procedure by tourist or visitors.
The present report has focus on analysing the influence of digital technology on
consumer decision making in travel; and tourism sector.
TASK 1
1.1 Project specification
Background of the study
Earlier, tourism was confined to travelling for the religious or business purpose. But with
the development in technology has enabled tour and travel organisation to provide additional
facilities as well as suitable services to customers. Emergence of social media sites has provided
firm an opportunity to communicate directly with people and allows business entity to influence
people to travel at particular destination. Growth in technology has provided travel and tourism
company a chance to improve customer service and provide good experience to tourists. As
experience gained by an individual at specific tourist place has major influence on person
behaviour and influence on decision to visit particular destination. With the advancement in
digital technology, there has been change in decision making pattern by customers in hospitality
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sector. Earlier people used to visit travel company office for collecting information about
packages as well booking tickets. It was quite time as well as cost consuming procedure.
Morden Decision making procedure by customer in hospitality sector includes various phases .
At the initial Stage , an individual uses social media or travel company websites for accessing
to the information about the packages offered by an organisation. Emergence of internet as well
as growth in online tourism business has provides customers an ease in comparing the price at
which same tour packages has been offered by two different travel enterprise. Emergence of
internet as well as advancement in technology has provided tourist or customer an ease in
viewing as well as selecting different travelling option. In addition to this Short messaging
services provide a lot of information including booking confirmation.
Aims and objective of research
Aim of the investigation – To analyse the influence of digital technology by customers in travel
and tourism industry in context of TUI company.
Objectives of research -
 To develop the understanding about effect of digital technology on consumer decision
making procedure in travel and tourism sector.
 To analyse the way digital technology or social media influence tourist.
 To identify the decision making process by people in travel and tourism industry.
 To determine the influence of digital services provided by travel company on customers.
 To develop the understanding about what factors influence the choice of tourist or
customer in travel and tourism industry.
 To analyse the way advancement in technology has changes the pattern of decision
making process by client in hospitality sector.
 To develop the understanding about the importance of technology in travel and tourism
sector.
 To suggest marketing strategies which can be utilised by TUI company for influencing
the choice of customers.
1.2 identifying the factors which contributes to the procedure of research project selection
There are many factors has encouraged scholar to conduct study on topic analysing the
influence of digital technology on customer decision making procedure in travel and tourism
sector. One of the important reason is researcher wants to develop the understanding about the
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extend up to which social media sites are utilised by customer during travelling planning
procedure. Another rationale of selecting the specific topic for investigation is increase in the
perceived level of influence of social media in tourist choice related to specific destination.
1.3 Literature review
According to the view of Dalsgaard and Gad, (2017) who has stated that emergence of
digital technology has bought the tremendous change in way of doing business. As per the
opinion of Al Habsi and Rameshkumar, (2016) emergence or development of interactive sites
has made people social creature. He has also stated that people or customer utilise internet in
order to express themselves by communicating directly with an organisation. According to the
perception of SZIVA and et.al, (2017) who has stated that digital media or other advance
technology has gained popularity due interactive feature provided by it. As per the view of
Mangematin, Sapsed and Schüßler, (2014) who has said that sharing experience activity from
one person to another become one of the main influential factor in the decision making
procedure especially in travel and tourism industry. According to the thinking of Coupey, (2016)
The more interactive social media platform or websites allow customer to communicate directly
with travel company and become a part of online community.
As per the opinion of Garcia-Morales and et.al, (2018), advancement in technology in
travel and tourism sector has helped business entities in developing travelling concept and
influencing people to travel. According to the perception of El Azhari and Bennett, (2015) who
stated that the issues faced by travel and tourism organisation presently is new customers those
who are more information oriented. On the other hand Ratten, (2017) has argued that travel
enterprises are facing the issues related to providing the real experience to tourist.
According to the view of Lee and Kim, (2016) who stated that introduction of traveller
community and increasing in travelling activities by people are the important evidence which
shows the positive influence of growth in technology on customers decision making procedure.
As per the view of Gunasekaran, Subramanian and Papadopoulos, (2017) Social medium
platform is a place where people can share their views, experience related to specific tourist
place or travelling. According to the perception of Dalsgaard and Gad, (2017) communities are
created by consumer sharing same interest .
As per the thought of SZIVA and et.al, (2017) who believes that Inbuilt characteristics of
the traveller community is very close to the characteristics possessed by the new travellers,
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which became increasingly have control as well has become an important player in the
procedure of creating and shaping the brand experience. According to the view of Coupey,
(2016) who stated that determination made related to tourism activities is an individual decision,
not the judgement of the group.
As per the thought of El Azhari and Bennett, (2015) who stated that people in society is
living the second phase of internet development. According to the view of Lee and Kim, (2016)
who said that Web suitable online platform when customer in travel as well as tourism can avail
variety of services. As per the thinking of Ratten, (2017) buy using the social media platform ,
customer can provide feedback, suggestions related to the services as well as facilities provided
by travel and tourism organisation.
According to the view of Lee and Kim, (2016) social media platform can be considered
to be as an application with the web base provide interactive facility to customer. He also stated
that by utilising the social media sites users or people can share their experiences or information.
As per the thinking of Windham and Coupey, (2016) who believes that tourists get
empowerment from internet. He also said that by utilising the social media platform, customer
get easily get access to variety of information sources which will further assist them in making
suitable decision related to travelling.
According to the view of El Azhari and Bennett, (2015) who have stated that internet
provides personalization features to people and customer have expectation that marketer or
company will able to fulfil their demand. As per the perception of McCabe,(2009) in travel and
tourism industry customers are the stakeholders those who decide recreational activity which
are to be conducted by travel company at specific destination.
According to the thought of Al Habsi and Rameshkumar, (2016)he fields of customer
behaviour is the study of procedure adopted by an individual, groups in order to select, decide,
use as well as related to purchase of a product, service, experience as well as idea to meet the
demand and impact of the procedure to customers.
As per the perception of Gunasekaran, Subramanian and Papadopoulos, (2017) who have
stated that there are the different series of steps are conducted by customer in travel and tourism
industry in order to purchase goods or services. The decision making procedure involve
identification of problem, searching, alternative evaluation and selection. According to the view
of Garcia-Morales and et.al, (2018), who stated that perception of an individual as well as
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decision is highly influenced by psychological as well as cognitive experience by tourist at
specific destination. As per the view of Lee and Kim, (2016) the emergence of technology has
created a new type of customer behaviour in context of travel and tourism sector. According to
the thought of Ratten, (2017), growth in technology has brought tremendous change in the way
or techniques used by tourist or people for searching information about destination they want to
travel.
1.4 Research project specification
Present study will take support of interpretivism philosophy it will help in involving
theories related to impact of digital technologies. Furthermore, it will apply primary data
collection sources. This would be helpful in gathering real facts related to subject matter.
1.5 Projercty plan
TASKS 1st
Week
2nd
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k
3rd
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k
4th
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k
5th
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6th
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7th
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8th
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9th
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10th
Week
Aim and
objectives of
research
Writing
literature
review
Selection of
research
method
Draft of
Research
proposal
Preparing
questionnaire
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for gathering
of
information
relevant to
topic
Interpreting
the recorded
data
Analysis of
outcomes
Recommendat
ions on the
basis of
analysis
Amendments
and final
submission of
report
TASK 2
2.1 Matching resources efficiently to research questions or hypothesis
There are various important resources have been utilised by scholar completion of
research project on analysis of impact of digital technologies on customers of TUI group in
travel and tourism sector. Some key resource are mentioned above:
Technical resources: Various technical resources have been used by scholar to carry out
researcher and collection of data in order to make research more reliable and appropriate in
collection of information (Panneerselvam, 2014). Social media application, online websites and
government website are also considered as to get current and relevant information related to
improvement of service after implementation of digital technologies by hospitality industry
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organisation. It is identified that travel and tourism sector enterprise have achieved major
growth by providing satisfaction to customers by providing online facilities and services.
Secondary resources: These are analysed as sources provided data which is already published
in the different articles, journals, books and specific and companies. This method of data
collection has provided supports in framing research questions and also provided support in
carrying out research in appropriate manner. Also there are various important method, which are
useful completion of research in appropriate manner.
Primary resources: Questionnaire has been prepared by scholar to asked questions from 20
respondents related to impact of digital technology on business operations. Various important
articles related to the topic have been analysed by scholar to conduct and achievement of valid
outcomes. Appropriate information related to different types of digital technologies used by
customers and facilities provided by organisation to raise the number of customer in appropriate
manner.
2.2 Undertaking proposed research investigation
Name
Age
Gender
Do you think that digital technologies influence overall operations of TUI?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
How e-commerce impact on travel industry?
 Increase business revenues
 Reduce transaction time
 Direct coordination with tourists
 Global level expansion
Does implementation of digital technologies is beneficial in order to raise profit of company?
 Yes
 No
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What is the major technology that needs to be implementing by TUI for gaining competitive
advantage?
 Mobile technology
 Internet
 Social networking sites
 Others
Do you think that now travellers book their tickets online and gather all detail by using
technologies?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you think that TUI is required to make changes in its practices and have to implement digital
technologies?
 Yes
 No
 Not sure
What are the barriers of implementing digital technologies?
 Increase operational cost
 Poor skills of employees
 No barrier
To what extent advance technologies influence consumer’s decision making process?
 To great extent
 To some extent
 No influence
What is the best strategy to encourage people to buy services of TUI?
 Increase security and safety
 Promotions on social networking sites
 Use of mobile applications
2.3 Recording of data
Theme 1: digital technologies influence overall operations of TUI
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Strongly agree 5
Agree 12
Disagree 2
Strongly disagree 1
Theme 2: E-commerce positively impact on travel industry
Increase business revenues 8
Reduce transaction time 5
Direct coordination with tourists 3
Global level expansion 4
Theme 3: Implementation of digital technologies is beneficial in order to raise profit of
company
Yes 15
No 5
Theme 4: major technology that needs to be implementing by TUI for gaining competitive
advantage
Mobile technology 10
Internet 4
Social networking sites 6
Theme 5: travellers book their tickets online and gather all detail by using technologies
Strongly agree 7
Agree 8
Disagree 3
Strongly disagree 2
Theme 6: TUI is required to make changes in its practices and have to implement digital
technologies
Yes 17
No 3
Theme7: barriers of implementing digital technologies
Increase operational cost 8
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Poor skills of employees 10
No barrier 2
Theme 8: To what extent advance technologies influence consumer’s decision making process
To great extent 12
To some extent 6
No influence 2
Theme 9: best strategy to encourage people to buy services of TUI
Increase security and safety 9
Promotions on social networking sites 6
Use of mobile applications 5
TASK 3
3.1 Research Evaluation techniques
Research Methodology
Research methodologies is mainly analysed as specific procedures or techniques which
are utilized by scholar for identification, selection, process and analysis of information related to
analysis of influence of digital technology by customers in travel and tourism industry in the
context of TUI company. These techniques of research evaluations has its major importance as it
helps in analysis of various techniques that is used for collection of data and information related
to information. Also, there are various important techniques used by scholar for completion of
this research such as:
Research Philosophy
It is analysed as belief of scholar related to the ways through which the data related to
the phenomenon has been collected, analysed and utilized in order to accomplish research on
analysis of various digital technologies that are used by customers in travel and tourism sector.
Research philosophy has been classified in to three types such as positivism, realism,
pragmatism and interpretivism etc (Neuman, 2013). In this context, scholar has to aims to
analyse different kinds of digital technology used in organisation and their impact on consumers.
Interpretivism philosophy is used by scholar for interpretation of elements of the research, thus
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