Digital Transformation in Travel and Tourism: A Research Proposal

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TRAVEL AND TOURISM MANAGEMENT
(A RESEARCH PROPOSAL ON IMPACT OF DIGITAL
TECHNOLOGY ON TRAVEL AND TOURISM)
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IMPACT OF DIGITAL TECHNOLOGY ON TRAVEL AND TOURISM
Table of Contents
Chapter 1: Introduction....................................................................................................................2
1.1 Research background.............................................................................................................2
1.2 Research aim..........................................................................................................................2
1.3 Research objectives...............................................................................................................2
1.4 Scope of the research.............................................................................................................2
Chapter 2: Literature Review...........................................................................................................3
2.1 Impact of technology on travel and tourism industry............................................................3
2.2 Digital technologies that influence tourist experience...........................................................3
Chapter 3: Research Methodology..................................................................................................4
3.1 Research philosophy..............................................................................................................4
3.2 Research approach.................................................................................................................4
3.3 Research design.....................................................................................................................4
3.4 Data collection method..........................................................................................................4
3.5 Data collection tool................................................................................................................4
3.6 Method of sampling...............................................................................................................4
3.7 Sample size............................................................................................................................5
3.8 Ethical consideration.............................................................................................................5
References........................................................................................................................................6
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IMPACT OF DIGITAL TECHNOLOGY ON TRAVEL AND TOURISM
Chapter 1: Introduction
1.1 Research background
Digital technology is wielding enormous influence on the tourism industry, and the same is
particularly instrumental in shaping tourist experience. The digital technology utilized in the
sector primary includes the emergence and application of mobile technology, Internet of Things,
augmented reality and virtual assistants, big data and, among others. Technology influences the
tourism industry in terms of reduction of operational costs, enhancement of operational
efficiency, improvement in the services provided and customer experience. The research study
seeks to understand how customer experience is shaped with the advent of digital technology.
1.2 Research aim
The research aim is to assess the manner in which customer experience is shaped by digital
technology in the tourism and travel industry.
1.3 Research objectives
 To identify areas of customer experience which is influenced by digital technology in the
tourism and travel industry;
 To analyse how customer experience is influenced by digital technology;
 To determine the relevant technologies which are influencing the customer experience in
the tourism and travel industry;
 To provide further recommendations for the enhancement of customer experience in
tourism and travel industry
1.4 Scope of the research
The research study seeks to mainly focus on the customer experience being shaped by the
adoption of digital technology, in its limited scope.
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IMPACT OF DIGITAL TECHNOLOGY ON TRAVEL AND TOURISM
Chapter 2: Literature Review
2.1 Impact of technology on travel and tourism industry
As stated by Benckendorff et al. (2019), digital technology has been instrumental in shaping the
travel and tourism industry in the present decade. It has primarily impacted adjustments in costs,
increase in efficiency, improvement in customer experiences and services. The travel businesses,
as well as the customers, are benefiting from the improvement in communication, services
delivery top guests, and reservations, among others. As mentioned by Moutinho and Vargas-
Sanchez (2018), marketing has been largely influenced with digital technology as the businesses
have been able to leverage social media, blogs and online purchasing for ensuring the
convenience of the customers. There has been greater collaboration among multiple entities in
the market and accessing information has become much easier.
2.2 Digital technologies that influence tourist experience
As indicated by Ukpabi and Karjaluoto (2017), customers are experiencing enormous influence
with a host of digital technology that includes mobile technology, augmented reality, IoT, virtual
assistants, big data and blockchain among others. Mobile technology has facilitated efficiency in
communication, which occupies greater significance during travelling. As discussed by Li et al.
(2017), travel companies have harnessed the technology to their benefit. For instance, when a
customer makes a reservation, the detailed information along with tickets may be sent through
facebook messenger. Augmented reality is adopted by the businesses for providing a heightened
experience to their customers, for example, in cruise ships.
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IMPACT OF DIGITAL TECHNOLOGY ON TRAVEL AND TOURISM
Chapter 3: Research Methodology
3.1 Research philosophy
Pragmatism research philosophy will be used in the study. It would help in the inclusion of both
quantitative and qualitative research methods. The adoption of pragmatism research philosophy
is justified as it will allow the study to engage in multiple research methods (Hughes and
Sharrock 2016).
3.2 Research approach
The deductive research approach will be taken for conducting the study. The research approach
put greater emphasis on the research questions and the assumptions or premises that have been
relied on in the initiation of the research study (Quinlan et al. 2019).
3.3 Research design
The exploratory research design will be used, which will help in the exploration of the research
objectives without arriving at conclusive findings. In this research design, the researcher will be
at liberty to change the course of direction on having new data or insights at disposal (Lewis
2015).
3.4 Data collection method
The study will use both primary and secondary data collection method. The primary data
collection method will focus on the generation of primary data, and the secondary method will
utilize the data found in the published research of journals.
3.5 Data collection tool
For the purpose of primary data collection, the survey will be conducted through email on the
customers of travel and tourism companies. Interview will also be conducted on senior
executives to travel companies.
3.6 Method of sampling
Random sampling method will be adopted for the purpose of conducting the research study.
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IMPACT OF DIGITAL TECHNOLOGY ON TRAVEL AND TOURISM
3.7 Sample size
Total sample size will be 103. There will be 100 respondents in the survey, and 3 managers will
be interviewed.
3.8 Ethical consideration
The confidentiality of data will be maintained. Respondents' informed consent will be obtained,
and their privacy will be ensured.
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IMPACT OF DIGITAL TECHNOLOGY ON TRAVEL AND TOURISM
References
Benckendorff, P.J., Xiang, Z. and Sheldon, P.J., 2019. Tourism information technology. Cabi.
Hughes, J.A. and Sharrock, W.W., 2016. The philosophy of social research. Routledge.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.
Li, Y., Hu, C., Huang, C. and Duan, L., 2017. The concept of smart tourism in the context of
tourism information services. Tourism Management, 58, pp.293-300.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South Western
Cengage.
Ukpabi, D.C. and Karjaluoto, H., 2017. Consumers’ acceptance of information and
communications technology in tourism: A review. Telematics and Informatics, 34(5), pp.618-
644.
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