Digital Technology's Influence on Travel and Tourism: TUI Analysis

This research project investigates the impact of digital technology on the travel and tourism industry, using TUI as a case study. The project explores various aspects, including the background of the study, aims and objectives, factors contributing to research selection, a comprehensive literature review, and the research methodology employed. The methodology includes qualitative data analysis, interpretivist and positivism approaches, a deductive research approach, and cross-sectional data collection. The study examines the influence of digital technology on consumer behavior, marketing strategies, and the overall operations of TUI. It highlights the importance of digital technology in the sector, analyzes the changing purchasing patterns of consumers, and identifies the benefits of digital technology for both customers and organizations. The project also incorporates research evaluation techniques, data analysis, and recommendations for further consideration, ultimately providing insights into the digital transformation of the travel and tourism industry and its implications for TUI.

Research Project

Table of Contents
TASK 1 .......................................................................................................................................................................................................4
INTRODUCTION.......................................................................................................................................................................................4
1.1 Aims and objectives..........................................................................................................................................................................5
1.2 Factors which contribute to the process of research project selection..............................................................................................5
1.3 Literature review ..............................................................................................................................................................................6
1.4 Research methodology......................................................................................................................................................................8
Data analysis methods: The data analysis method which will be used is qualitative data has been used. ............................................9
1.5 Plan and procedure .........................................................................................................................................................................10
TASK 2 .....................................................................................................................................................................................................12
2.1 Resources required to carry research..............................................................................................................................................12
2.2 Questionnaire.................................................................................................................................................................................13
2.3 Statistics .........................................................................................................................................................................................15
Theme 1 ....................................................................................................................................................................................................15
TASK 3......................................................................................................................................................................................................20
3.1 Research evaluation techniques......................................................................................................................................................20
3.1 Research evaluation techniques......................................................................................................................................................20
3.2 Data analysis ..................................................................................................................................................................................20
3.3 Recommendation for further consideration....................................................................................................................................28
Conclusion.................................................................................................................................................................................................30
REFERENCES..........................................................................................................................................................................................31

TASK 1
INTRODUCTION
Background of study : Digital technology has now been used in almost all types of industry whether it is banking industry, travel and
tourism industry, telecommunication industry or any other industry. Technology has however created both positive and negative
impact on various sectors. The use of technology has helped the business with reduction of cost, to enhance operational efficiency and
to provide fast and better quality service to customers. The research has been done in order to find out the impact of digital technology
in travel and tourism sector.
In order to conduct the research in detail managers of TUI were asked to present their views on technology and its impact on
travel and tourism sector. The managers were asked to present their views on the role of technology in improving profit margin of
company, what marketing technology should be used in order to advertise services etc. with the help of conducting this research an
attempt was made to find the view and perception of managers on relation between technology and travel and tourism business.
Taking the advice of managers is one of the best way the reason behind this is that managers as operating the whole business. They
know the positive as well as negative impact of every factors which came in contact with business. Therefore taking the view of
managers will help in finding out the actual advantages and disadvantages of technology on business in this sector.
Nature of problem : Digital technology is creating a huge impact on travel and tourism sector therefore in order to find the influence
of technology on travel and tourism sectors the research will perform the qualitative investigation. As this provides consumers the ease
of finding the data . And analysing and interpreting it.
Importance of the investigation : The study is of great importance as it will help the management of TUI to find what consumer
thinks about technology and its impact on travel and tourism business. It will also help the organisation to find out marketing tools

which should be used by company. It will also help researcher to have an understanding of different factors which affect the travel and
tourism industry due to rapid use of digital technology.
1.1 Aims and objectives
Theme- The influence of digital technology in travel and tourism sector: A case study is based on TUI.
Aim:
To identify the influence of digital technology in travel and tourism sector.
Objectives:
 To determine the concept of digital technology in travel and tourism industry.
 To evaluate the significant of digital technology in travel and tourism sector.
 To suggest ways of digital technology used by TUI.
1.2 Factors which contribute to the process of research project selection
The one of the main reason behind selecting this problem is that to know that how technology creates an impact on travel and
tourism by consumer view point. As consumer are the one who helps the business to run. Changing behaviour of consumer can create
positive as well a negative impact on business. As Travel and tourism industry has been experiencing a great change due to rapid
change in technology. The costumers now prefer booking tickets by online mode rather than offline. The purchasing behaviour of
consumers is changing day by day. The way in which operation of such business is performed earlier is also changing. Theretofore in
order to find that what impact is technology is creating on travel and tourism industry this topic has been chosen.
The other reason behind choosing this topic is to find the importance of technology in travel and tourism industry. And to find
that does the use of technology by companies in this sector is beneficial to customers or not.

The questionnaire which will be used in order to find the influence of digital technology on travel and tourism industry will be
structured questionnaire which will fully focused on the digital technology and travel and tourism industry. In order to conduct study
successfully some resources will also be required such as time and money.
Scope and importance of study: the study will be helpful in understanding the influence of digital technology on TUI. It will also focus
on the importance of digital technology and role in TUI.
1.3 Literature review
According to Adina Popescu, Dan Popescu, Cristina State. (2016), Internet is changing the way in which humans
communicate. Due to evolution of internet travel and tourism industry if changing rapidly. The study has been conducted in order to
find the online presence of top tourism organisation in Romania's online market. The study will also help in finding the customer
views on elements which affect the purchasing behaviour to tourism services. As a result of this study it was found that due to lack of
online services or presence the company suffers from lack of tourist trust. The study also shows the importance of social inputs in
purchase decision. It also highlight that the online activity of organisation usually reflects their offline purchase.
As per the views of Filipa Jorge and et.al., (2018), tourism industry is facing a huge challenge due to progress in technology.
Now a days tourist are using the different methods in order to search for information and there way of buying tourism product and
services has also been changed. Therefore the authors find it essential to find the relevance of success of digital marketing tools in low
density tourism region. The study also help in analysing the improvement of knowledge in digital marketing tools which is applied in
travel and tourism industry.
Liisa Ilomaki and et.al., (2014), conducted a study on topic digital competence. Digital competence is evolving concept which
is related to development of digital technology, political aims and expectation of citizenship. In order to conduct the study the authors
has investigated about the 76 educational research articles. The main idea behind investigating the different article is to find the views
of different authors on digital competences. While study the authors has found about 34 terms which has been used in order to
describe skills and competences related to digital technology. According to authors digital competencies can be defined as to use

digital technology in a meaningful way, to evaluate digital technology critically and to motivate employees in order to participate in
digital culture.
Watkins and et.al., (2018). conducted the study in order to examine the impact of digital development on tourism industry. The
study also aims at finding advantages of information technology in promotion of e tourism. Without the portable technical means the
world community cannot be imagined. The reason behind attractiveness of internet to tourist is that they can search the places which
they want to visit, learn amount the hotels and sights and to have an view of local living condition of that particular place. It was also
found that the traveller interest have been shifting to innovations such as electronic visa and e - tickets. The tourist find it better to use
them.
According to Kinda Chebib, (2014). digital savvy and young population helps travel and tourism industry with the online
services. In order to remain competitive in market the various companies in this sector are adapting marketing strategies. The booking
pattern has also been changed now the tourists are shifting their purchasing behaviour towards mobile and tablet devices in order to
buy tickets and other products of tourism industry.
The Hanna lee and et.al., (2018). conducted a study, main idea behind the study is to develop a research model which helps to
present a tourist value seeking process with the tourism service and travel experience. The two motivational values that is smart
tourism technology and destination values are the two factors which helps in assessing the tourist happiness.
Suzanne Bearne, (2016). holds the view that now a days ticket booking has become easier . The reason behind this is
technology and high speed internet, travellers does not have to go to travel agents in order to book their tickets. They can book their
own tickets and can make their own decision regarding visiting the place of their choice by proper analysis.
Conclusion: However it can be analysed from reviewing the above literature that digital technology creates a huge impact on travel
and tourism industry. Due to rapidly changing technology the consumer purchasing behaviour of tourism product and services is also
changing day by day.

Digital technology does not only helps customers or tourist it also help organisation running or operating in this industry.
Automation and cognitive technologies helps company to increase profit margin. By adopting the advance technology company can
improve the efficiency of business.
1.4 Research methodology
Research Type: Research type are basically of two types i.e., quantitative and qualitative research. Quantitative research is a type of
research in which numbers are used in order to solve the problems. The emphasis is laid on using numerical data and drawing
inferences out of it while qualitative research is a type of research in which words, feelings, sounds, emotions and other non-numerical
data is used.
In this research qualitative data will be used in order to analyse impact of digital technology of travel and tourism.
Research philosophy : Research philosophy includes the process or way which has been used in order collect, inferred and utilize set
of data. The commonly used philosophies are positivism, interpretivism and realism. Here interpretivist approach refer to collection of
data by conducting interviews and observations. While positivism approach refers to study of society which is based on some
scientific evidence such as experiments and statistics. Realism approach can be defined as the philosophy which is totally based on
assumptions of scientific approach. In order to find the influence of technology on travel and tourism sector the study has been made
on positivism approach.
Research approach : Logical reasoning which has been choosen by researcher in order to conduct research is known as research
approach. There are two type of approaches which has been used by researcher are inductive and deductive. Inductive approach helps
researchers to create new theory based on the gathered data while deductive approach help researcher to make sure that the data which
has been collected should match with the existing theories. The research has used the deductive approach. The data has been gathered
by conducting a survey and theory has been made with align of existing theories(Nambisan, S., 2017.)
Research strategies : Nature and source which has been used in order to meet the objectives of study is known as research strategies.
On the basis of nature of study data can be qualitative as well as quantitative. And on the basis of data it can be primary or secondary.

In order to conduct the research secondary research has been used. The various literature review, books and journals have been
studied. While on the basis of nature quantitative method has been used
Time horizon : The time horizon in which research has been conducted is know as time horizon.
There are two types of time horizon one is cross sectional and other one is longitudinal. Here cross sectional refers to collection of
data from people who are similar in other characteristics but are different in terms of income levels, geographic location and age.
While longitudinal refers to collection of data from repeated observations. In this research cross sectional data has been used.
Sampling: In order to conduct the research a sample size 30 managers will be taken.
Data collection methods and instruments : Data collection includes the process which has been selected in order to gather data for
conducting the research. The tool which has been used in the study is questionnaire. With the help of questionnaire an attempt is made
to find out the influence of digital technology on travel and tourism sector.
Data analysis methods: The data analysis method which will be used is qualitative data has been used.
Diagram of research process:

1.5 Plan and procedure
ask Name Duration Start Finish
Research proposal 20 days Mon 3/25/19 Fri 4/19/19
Aim and Objectives 4 days Mon 4/22/19 Thu 4/25/19
Research methodologies 10 days Fri 4/26/19 Thu 5/9/19

Data collection 20 days Fri 5/10/19 Thu 6/6/19
Data analysis 15 days Fri 6/7/19 Thu 6/27/19
Data interpretation 10 days Fri 6/28/19 Thu 7/11/19
Results and Findings 5 days Fri 7/12/19 Thu 7/18/19
Recommendations 3 days Fri 7/19/19 Tue 7/23/19
Conclusion 1 day? Wed 7/24/19 Wed 7/24/19
Submission 1 day? Thu 7/25/19 Thu 7/25/19

TASK 2
2.1 Resources required to carry research
Research resources can be of two types primary sources as well as secondary sources. Primary sources are the first-hand
accounts which is usually collected from the actual events such as eyewitness or original literacy works. The primary resources can be
official records, letters, survey results, interviews or unanalysed statistical data. It consist of raw data or information. Whereas
secondary sources can be defined as research which is done by discussions, synthesis, evaluations.
Research resources may also include books, brouchers, magazines, newspapers, journals and electronic sources such as
internet and world wide web.
Resources required in order to collect data regarding analysing the influence of technology on travel and tourism industry are
books, journals, magazines. As well as questionnaire has also been prepared and a survey was conducted of 20 managers of same
field.
In order to have the detailed understanding of the topic a various literature reviews has been studied(Huang and et.al., 2016).
Relationship between research resources and research questions
Research resources : Research resources are primary resources as well as secondary resources.
Research questions : Research questions can be defined as answerable inquiry for a particular issue or concern. It is the first step in
the research project. Once the idea or topic has been selected regarding for research than formulation of research questions is the next
step which has to be taken.
In order to have a better understanding of topic which has been taken for conducting the research it is necessary that the
resources which has been collected in order to complete the study as well as research question which has been made should match
each other. The main idea behind this is that if both research resources and research questions are linked than it will help in successful
completion of objectives of research.