Digital Technology's Influence on TUI: A Research Project Analysis

This research project examines the impact of digital technology on the travel and tourism sector, with a specific focus on TUI. The project begins with an introduction outlining the background, rationale, and objectives, which include assessing the factors of digital technology influencing consumer decisions, outlining benefits and implications for the business, identifying challenges, and providing recommendations. The literature review explores the factors of digital technology influencing consumer decisions, the benefits and implications of digital technology for business, and the challenges faced by the tourism sector due to the lack of technology. The methodology section details the research philosophy (interpretivism), approach (inductive), design (qualitative), data collection methods (primary and secondary), data analysis (thematic analysis), sampling (simple random sampling), and ethical considerations. The report further includes a detailed timescale, Gantt chart, and critical path analysis to illustrate the project's timeline. The research utilizes questionnaires, data collection, and analysis to investigate the impact of digital technology on TUI's operations and customer experience. The project concludes with findings, recommendations, and a presentation of the research findings through a poster.

RESEARCH PROJECT
1

Table of Contents
INTRODUCTION...........................................................................................................................3
1.1 Background.......................................................................................................................3
1.2 RATIONALE.............................................................................................................................4
1.3 LITERATURE REVIEW..........................................................................................................4
1.4 RESEARCH METHODOLOGY...............................................................................................6
Research philosophy...............................................................................................................6
Research approach..................................................................................................................6
Research design......................................................................................................................6
Data collection........................................................................................................................6
Data analysis...........................................................................................................................7
Sampling.................................................................................................................................7
Ethical consideration..............................................................................................................7
1.5 TIMESCALE.............................................................................................................................7
LO 2.................................................................................................................................................9
2.1 Matching resources efficiently to the research questions or hypothesis..........................9
2.2 Questionnaire..................................................................................................................11
2.3 Recording and collating relevant data set.......................................................................12
LO3................................................................................................................................................18
3.1 Summative and formative...............................................................................................18
3.2 Interpreting and analysing gathered data set..................................................................19
3.3 Conclusion and recommendations..................................................................................21
LO4................................................................................................................................................22
4.1 Presenting research findings through poster...................................................................22
REFERENCES..............................................................................................................................24
1

INTRODUCTION
Digital technology assist organisation in enhancing their performance and attracting more
customers towards the business. There are various changes which are being taking place in the
travel and tourism sector due top the advent of digital technological tools which assist attracting
more customers towards this industry. This research project is based on TUI which is involved in
travel and tourism sector and provide the customer with various facilities and travel services to
different destination in different countries. In this assignment, It will provide information
regarding the influence of digital technology on Travel and tourism sector. It will include the
research methods in order to carry out this research. Moreover, It will provide understanding of
the impact of digital technology on the basis of literature sources.
1.1 Background
Digital technology ins the growing trend in the travel and tourism sector which has
helped many organisation in enhancing their performance and providing their customers with
different facilities through the help of digital technology. There are various factors of digital
technology which have their impact on the business growth and performance. Technological
advancement is helping the business in reaching their customers and providing them information
regarding the services and packages which are being available with them to enhance the
customers experience. Increasing use of social media website has provided the organisation with
the opportunity to interact with their customers and identify their demand in order to conduct the
operation in that way to enhance their experience with the industry.
Aim :
To identify the impact of digital technology on travel and tourism sector : A study on TUI
Objectives:
 To assess the factors of digital technology that influence consumer decision in tourism
sector
 To outline the benefit to implication of digital technology to business
 To identify the challenges faced by tourism sector due to lack of technology
 To provide recommendation regarding implication of digital technology to business?
Research Questions

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 What are the factors of digital technology that influence consumer decision in tourism
sector?
 What are the benefit to implication of digital technology to business?
 What are the challenges faced by tourism sector due to lack of technology?
 What are the recommendation regarding implication of digital technology to business?
1.2 RATIONALE
The main reason for conducting this research is that there are various problems which
being faced by the organisation involved in travel and tourism sector due to the technological
advancement many customers are shifting towards the more technology advancement
companies. This research will help the companies in understanding the impact of digital
technology which will assist in adopting the various technological advancement which will help
them in increasing their profitability and attracting more customers towards the organisation. In
other words, study pertaining to technological advancement and its influence on travel sector will
provide TUI as well as other related firm with wide framework for decision making. Through
this, firms would become able to assess how technological advancement can be used for
maximizing both productivity and profitability.
The reason for conducting this research is that it will be beneficial for the academic purpose
and will help the other researcher in identifying the information regarding this research topic.
Hence, interest in the field of travel & tourism is also one of the main factors behind such project
selection. Further, with the motive to improve research skills and abilities concerned project is
selected. Through this, knowledge pertaining to research tool & techniques can be improved.
Along with this, this project will also help in conducting further study in an effectual way. As, it
develops understanding about how to perform data analysis using graphs and thematic analysis
technique. Thus, it will assist in conducting further evaluation in the best possible way.
1.3 LITERATURE REVIEW
Theme 1 : Factors of Digital technology that influence consumer decision in tourism sector
According to Kalbaska and et.al. (2017), Digital technology is growing popularity and
have a great impact on the business growth and performance. The consumer decision is affected
due to technological advancement as many customers are attracted towards the technological
advanced companies rather than companies using traditional way to perform its operations. The
travel and tourism sector is gaining popularity due to advance of the technology for performing
3

various operations relating to booking of tickets, providing information through social media
sites to attract more customers towards the travel industry. On the contrary Jorge and et.al.,
(2018) stated that, The factors of the digital technology which have their influence on the
consumer decision consist of high customer service, quick information regarding the flight,
booking through sites etc. The digital technology has resulted into social media sites, artificial
intelligence etc. This factors will have a great influence on the customer decision making.
Theme 2 : The benefit to implication of digital technology to business
In the views of Werthner and et.al. (2015), Digital technology is providing various
benefit to the travel and tourism sector as it will help in increasing the customer base for the
organisation by using the digital technology tool. It will assist in enhancing the performance and
profitability of organisation by using the digital technology tools. By using the digital
technology tool the business will provide better understanding to the customers regarding the
services which are being provided by the firm. On the critical note Alexis, (2017), stated that
there are various negative impact on the business due to the digital transformation which is
highly dependence on the technology will reduce the innovation factor for the business as they
will be highly depend on the internet. Moreover, it increases the maintenance cost of the
organisation. There are many people that does not believe on using the technological site for
various payment mode due to which the customers are attracted towards traditional mode which
will affect the customer decision making.
Theme 3 : The challenges faced by tourism sector due to lack of technology
According to Benckendorff, Xiang and Sheldon, (2019), The Tourism sector faced
various problems due top lack of technology such as reduction in customer base as the firm is not
able to provide information top the customers regarding the various offers available with them.
Travel and tourism industry in order to gain the competitive advantage is required to use the
technology for gaining competitive advantage against the firm which will help in attracting more
customers towards the business. The challenges which are faced by travel and tourism sector due
to lack of technology is that business is not able to get the information regarding the outside
world and the various services which are being provided by their competitors. On the contrary
Robinson et.al.,(2016) stated that, The travel and tourism industry by adopting the technology
advancement is able to interact with customer properly which will assist in making the
communication effective. Moreover, the organisation by using the technology is able to
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understand the market trend on the basis of which the firm is able to change their services to
meet the customer demand.
1.4 RESEARCH METHODOLOGY
Research philosophy
It is a belief about the way in which the data about the phenomenon is gathered, analysed
and evaluated. It consists of Interpretivism and positivism philosophy. Positivism includes the
factual information which is gained through observation (Li, Pearce and Low, 2018).
Interpretivism uses the small samples in order to investigate the information through the help of
qualitative technique. The present research will include Interpretivism philosophy in order to
have in- depth study regarding the research.
Research approach
It is the way through which the research is being carried out. It consists of deductive and
inductive approach. In deductive approach there is development of hypothesis on the basis of the
theory to test the observation whereas in inductive there is not development of hypothesis and
the observation are tested on the basis of theory. This research will include the inductive
approach to conduct this research by analysing the in- depth information.
Research design
There are two different research design which are based on theoretical and practical
aspects which consist of qualitative and quantitative (Fereidouni and Kawa, 2019). The
qualitative research design include the use of views and opinions of the author regarding the
research whereas quantitative design include the use of numerical data regarding the said topic to
identify the information in numerical figures. In this research, Qualitative research design will be
used by researcher.
Data collection
The data collection method consist of primary and secondary through which the
information can be gathered. The primary data collection method involved the use of first hand
information through the help of interviews and questionnaire whereas secondary information
include the published sources which taken from books, journals, internet sources, articles etc. In
this research both primary and secondary data collection methods will be used to gather the
information.
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Data analysis
It includes two ways through which the information collected from different sources is
being analysed in order to identify the useful information(Rami and Kshatriya, 2016). It consists
of thematic analysis and SPSS. In the present research thematic analysis will be used in which
the qualitative analysis will be take place.
Sampling
Sampling is required for gathering the information from the large population. It consists
of probabilistic and non probabilistic sampling. In the present research, simple random sampling
will be done in which the question will be asked to the 20 employees of TUI.
Ethical consideration
It means using the ethical standard while conducting the research (Bu, 2018). The
research will take the informed consent of the respondents in order to disclose the information.
1.5 TIMESCALE
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Activities
1st
wee
k
2nd
week
3rd
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4th
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5th
wee
k
6th
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7th
wee
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8th
wee
k
9th
wee
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10th
week
Selecting topic for
research
Creating aim and
objectives
Defining research
questions
identifying rationale
preparing literature
review
collection of
information
preparing
questionnaires
analysis of data
providing
recommendation
conclusion of report
final submission
Task
Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled
Selecting topic for
research 1 day Wed 24-04-
19
Wed 24-04-
19
Auto
Scheduled
Creating aim and
objectives 2 days Thu 25-04-19 Fri 26-04-19 1
Auto
Scheduled
Defining research
questions 3 days Mon 29-04-
19
Wed 01-05-
19 2
Auto
Scheduled identifying rationale 1 day Mon 29-04-
19
Mon 29-04-
19 1,2
Auto
Scheduled
preparing literature
review 3 days Thu 02-05-19 Mon 06-05-
19 2,3
Auto
Scheduled collection of information 4 days Tue 07-05-19 Fri 10-05-19 2,5
Auto
Scheduled preparing questionnaires 2 days Tue 07-05-19 Wed 08-05-
19 2,4,5
Auto
Scheduled analysis of data 3 days Thu 09-05-19 Mon 13-05-
19 7
Auto
Scheduled
providing
recommendation 2 days Mon 13-05-
19 Tue 14-05-19 6
Auto
Scheduled conclusion of report 1 day Wed 15-05-
19
Wed 15-05-
19 8,9
Auto final submission 1 day Thu 16-05-19 Thu 16-05-19 10
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Scheduled
Gantt chart:
Critical path analysis
On the basis of this it is identified that the research can be completed in short period
by using the critical path which is shown above.
LO 2.
2.1 Matching resources efficiently to the research questions or hypothesis.
There are different types of resources which are required in the travel and tourism
sector. The sector provides different types of services which are responsible of satisfying the
needs and wants of the customers. Nowadays customers are more oriented towards using the
digital technology which helps them in accomplishing their requirements easier and
convenient. For satisfying the requirements of the customers the company needs to optimally
8

use the different resources which lead to efficiently and effective supply of the services to the
customers.
The different resources available in the company are following :
Human resource-
It is the most important and crucial resource of the organisation as these are the one
who manges all other resources of the company effectively. The optimum utilisation of all
other resources is also completely based on the human resource itself. These are the resources
who plan, organise, arrange, implement, control the other resource of the company. Human
resource are the persons which have sills, knowledge, capacity and disposition of all the
persons employed in the organisation. They also responsible for managing cash, physical
inventory etc.
Financial resource
It is the another key resource of the organisation which is the most essential for every
company to manage it effectively and efficiently. As company is completely based on the
financial resources for its future operations. Cash, financial capital in the organisation which
is used to fund the both current and Non current activities so to satisfy the needs and wants of
the customers by providing them the standard quality services which ultimately helps
company in capturing the larger share of the market and it will lead to generation of strong
brand value in the industry. Through financial resources only company is able to arrange the
human resources and vice versa that is it can be said that financial and human resource both
are dependent on each other.
Physical resources-
These are the resources without which company cannot able to run and operate their
functions effectively . The physical resources include Land , building, machinery, plant
etc.through which company can put there raw material as input and through the process of
manufacturing output is being generated so that they can satisfy the customers by providing
them the best and quality products and services.
Hence, these can b summarised as land labour capital and entrepreneur that is human,
physical and financial resources are the most important resources which are required by the
organisation in order to provide quality services and products and achievement of the
organisational goal.
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2.2 Questionnaire
1. From the following, What are the major benefits of implicating the digital technology to the
business.
 Reducing travel costs
 Better and faster communication
 Effectively enhancing customer experiences
 Data protection
2. According to you what are the challenges faced by tourism sector due to lack of technology?
 Less customer attraction
 low brand value
 decreasing profitability
 High competition
3. From the following what are the major factors which influence the consumer behaviour
regarding the digital technology in tourism sector.
 Convenient and ease of reach
 Fast services
 effective means of communication
 effective cost
4. Do you think that digital technology have great impact on profitability of the business
 Agree
 strongly agree
 Disagree
 Strongly disagree
5 Is there is positive impact on organization for promoting their activities though social media
and online sites
 Yes
 No
6. Which among the following helps to improve the relation with public
 Media relations
 Special events
 Newsletters
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 Speaking engagements
7 which promotional techniques is majorly adopted by the organisation
 Personal selling
 social media marketing
 Internet
 Product demonstration
2.3 Recording and collating relevant data set
Sample Size=20
1. From the following, What are the major benefits of implicating the digital technology to the
business.
Reducing travel costs 8
Better and faster communication 6
Effectively enhancing customer experiences 4
Data protection 2
11
Reducing travel costs
Better and faster communication
Effectively enhancing customer experiences
Data protection
0
1
2
3
4
5
6
7
8
9
8
6
4
2
Series1

2. According to you what are the challenges faced by tourism sector due to lack of technology?
Less customer attraction 7
low brand value 5
decreasing profitability 4
High competition 4
3. From the following what are the major factors which influence the consumer behaviour
regarding the digital technology in tourism sector.
effective cost 6
Convenient and ease of reach 7
Fast services 5
effective means of communication 2
12
Less customer attraction
low brand value
decreasing profitability
High competition
0
1
2
3
4
5
6
7
8
7
5
4 4
Series1

4. Do you think that digital technology have great impact on profitability of the business
Agree 12
strongly agree 4
DisagreeQuestionnaire 2
Strongly disagree 2
13
effective cost
Convenient and ease of reach
Fast services
effective means of communication
0
1
2
3
4
5
6
7
8
6
7
5
2
Series1

5 Is there is positive impact on organization for promoting their activities though social media
and online sites
Yes 15
No 5
14
Agree strongly agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
12
4
2 2
Series1
Yes No
0
2
4
6
8
10
12
14
16 15
5
Series1

6. Which among the following helps to improve the relation with public
Media relations 12
Special events 2
Newsletters 3
Speaking engagements 3
7 which promotional techniques is majorly adopted by the organisation
Personal selling 2
social media marketing 8
Internet 7
Product demonstration 2
15
Media relations Special events Newsletters Speaking engagements
0
2
4
6
8
10
12
14
12
2
3 3
Series1

LO3
3.1 Summative and formative
The ways through which the information is being evaluated which consist of
summative and formative.
 Formative evaluation : It is the evaluation based on the student learning which help
in improving the learning process of the student. The test are being prepared on the
limited content area to test the learning of the students on the basis of which the
feedback are provided on the content to modify the methods. With the help of this
method only few skills of the students are being evaluated.
 Summative evaluation : This evaluation is used after completion to assign the
grades. It assists in evaluating the student achievement and for this standardized test
are used. Moreover, the test items are being prepared from the whole content areas. It
helps in testing the large number of skills of the students.
In this research summative evaluation will take place as the evaluation will be based
on the completed project to assign the grades.
The qualitative and quantitative techniques help in evaluation of the data which is
being gathered through the different sources. The qualitative technique involve the use of
views and opinions of the respondents whereas quantitative techniques of evaluation is used
to analyse the data on the basis of the numerical figure. In this research, Qualitative
evaluation will be consider to gather the information based on the views and opinions of the
respondents and will not include the numerical data.
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Personal selling social media marketing Internet Product demonstration
0
1
2
3
4
5
6
7
8
9
2
8
7
2
Series1

3.2 Interpreting and analysing gathered data set
Theme 1: The major benefits of implicating the digital technology to the business
Interpretation : On the basis of the information gathered it can be interpreted from the
table that by implication of digital technology the travel and tourism industry will be able to
get various benefits which consist of reducing travel cost, better and fast communication,
effectively enhancing the customer experience and data protection. On the basis of table it is
identified the main benefit which is provided by digital technology is that it reduces the travel
cost. From the 20 respondents 8 responded that digital technology assist in reducing the travel
cost. However, the lowest responded option is data protection which means digital
technology does not assist in data protection. It is being supported by the literature sources
that digital technology provide various benefit to the firm which help in increasing the
customer experience and retaining the customer for the longer period. Moreover, it is
identified that using digital technology help the firm in gaining competitive advantage against
the competitors and increases the profitability of the firm.
Theme 2. Challenges faced by tourism sector due to lack of technology
Interpretation :From the above table it can be interpreted that There are many
challenges which are faced by the TUI tours and travel company which they need to face as
being in the service sector industry. Organisation are using the digital technologies nowadays
that it get easy for them in almost every activity of the organisation apart from this, there are
some issues and challenges which are need to face by the company as they are unavoidable
and uncertain.
Major proportion of the population of sample size 20 has contributed towards the
issue of decreasing profitability as if the company I not using the new and advanced
technology than it is possible that customers get attracted towards the competitors' product as
they are using the new technology and having greater value to their services and leads to less
attraction to the TUI. This will result in low capture of market and less retention of the
customers which ultimately decrease the sale of the company and deceasing profitability and
this might affect the growth and success of the business in long run. Company needs to us the
new technology so that they can increase their profitability and achieve their goal.
Theme 3 The major factors which influence the consumer behaviour regarding the digital
technology in tourism sector.
Interpretation :From the above table it can be interpreted that that major of the
proportion of the given population of 20 is responded for the fast services factor as it actually
17

helping the customers in long run and in many ways. As using the digital technology people
can afford to search their destination by sitting at their place itself they need not to go to the
office of the company for the details. They can search everything in the sites provided by the
TUI. The destination, package, itinerary, expenses, adventure and everything which is
required by the customer stop know so that they can able to generate the important and useful
information regarding their tours. This is the way of fast communication and helps the
customers in satisfying their queries in seconds.
Digital technology helps the company as through this faster services can be delivered
which results in attraction of many customers contributing towards the growth and success of
the company.
Theme 4 digital technology have great impact on profitability of the business
Larger proportion of the population has agreed in context to the statement that digital
technology have great impact on profitability of the business as by using the digital
technologies they are able to offer variety of services to their customers which will result in
capturing larger share of the market by attracting large number of the customers.
Customer always seeks for better and advance product which have the capability of
fulfilling their needs and wants. Using of digital technologies will open up the path of success
for TUI as using of the technology will help the economy in generating the strong and loyal
brand image. Retention of the customers and attracting new customers through the source of
providing quality services using digital technologies which will ultimately increase the sales
and contributing towards increasing profitability of the business.
Theme 5 impact on organization for promoting their activities though social media and
online sites
From the above data and table it can e interpreted that larger proportion of the sample
size has agreed and responded positively that they agree that there is positive impact on
organisation by promoting their activities through social media an online site. A company
using the digital technology for more of the activities that is introducing the company to
customers, specifying their activities they perform, packages, communication with the
customers, dealign online, promotional activities and large number of activities are performed
by the TUI using digital technology.
Using this technology will lead to increase the company's profitability as people
seeks the new and innovative way of earning the utility from products and services offered by
18

the company which results in attraction of more customers that is mores sales and supply
which ultimately lead to the increasing profitability of the business in long run.
Theme 6 factors which helps to improve the relation with public
There are many factors which can use by the company to improve their relations with
the public in order to seek the attention of the people towards their company. The larger
proportion responds towards the media relation as best factor for improving the relations
between the company ad public. As through social media company is able to generate the
better relationship with the public at large. The company is able to seek the attention of those
people also to whom maintaining the physical that is face to face relation is not possible and
it is considered to be the greatest sources of attracting the customers towards them by
offering the best and suitable standard quality services.
Theme 7 : Promotional techniques is majorly adopted by the organisation
Interpretation : On the basis of the above information it is interpreted that there are
various promotional techniques which are being adopted by the organisation for attracting
customers towards the firm in order to increase the profitability of the organisation. The
different promotional techniques which can be adopted by the firm consist of personal
selling, social media marketing, internet, product demonstration. The high number of
respondents have provided their views than the most effective promotional strategy is social
media marketing which is driving change in the travel and tourism industry. On the basis of
the information it is identified that the low number of people selected product demonstration
as the promotional techie as this is no an effective promotional way.
3.3 Conclusion and recommendations
Conclusion
Hence, company needs to use the advanced technology in order to satisfy the needs and
wants of the customers so that they can attain more and more customers and can increase
their profitability. Digital technology has great impact on increasing the profitability of the
business should focus more on social media marketing as they are adopting now also so that
effective communication with more people to the wide reach can be possible and ultimately
benefiting the company in long run. Online marketing and social media marketing are
basically the source through which company can communicate, and promote their activities,
product and services which they want to offer to the customers. This means of
communication will lead the organisation in optimum utilisation of their resources as
19

promoting and marketing the products and services through digital technology is cost
effective and easy to use and helps in achievement of the organisational goal.
Recommendations
The company TUI being a tours and travel company neds to provide the best and
effective services to their customers so that they can able to seek the attention of the people in
order to attain larger share of the market and retaining the customers for long. TUI must use
the digital technology in order to attain many benefits. As going digitally will help the
Companies in so many ways say it helps in Reducing travel costs, providing better and faster
communication, Effectively enhancing customer experiences, Data protection there are some
other benefits also through which company can get advantage with it.
Using digital technology having many factors which will leads to influence the
consumer behaviour that it is convenient and ease mode of communication encourage the
customers to response more towards the company. There are some challenges also which are
required by the company to eliminate those challenge in order to avoid disruptions in the
growth and success of the company. These challenges are because of the lack of technology
that is avoiding the use of digital technology will lead to dissatisfied customers and
decreasing profitably.
LO4
4.1 Presenting research findings through poster
20

21
Topic: To identify the impact of digital technology on travel and tourism sector: A study on TUI
INTRODUCTION
Digital technology assist organisation in enhancing their performance and
attracting more customers towards the business. There are various changes
which are being taking place in the travel and tourism sector due to the advent
of digital technological tools which assist attracting more customers towards
this industry. This research project is based on TUI which is involved in
travel and tourism sector and provide the customer with various facilities and
travel services to different destination in different countries. In this
assignment. It will provide information regarding the influence of digital
technology on Travel and tourism sector. It will include the research methods
in order to carry out this research.
1.1 Background
Digital technology ins the growing trend in the travel and
tourism sector which has helped many organisation in enhancing their
performance and providing their customers with different facilities
through the help of digital technology. There are various factors of digital
technology which have their impact on the business growth and
performance. Technological advancement is helping the business in
reaching their customers and providing them information regarding the
services and packages which are being available with them to enhance the
customer’s experience.
Aim :
To identify the impact of digital technology on travel and tourism
sector: A study on TUI
Objectives:
To assess the factors of digital technology that influence consumer
decision in tourism sector
To outline the benefit to implication of digital technology to
business
To identify the challenges faced by tourism sector due to lack of
technology
To provide recommendation regarding implication of digital
technology to business.
Research Questions
 What are the factors of digital technology that influence
consumer decision in tourism sector?
 What are the benefit to implication of digital technology to
business?
 What are the challenges faced by tourism sector due to lack
of technology?
 What are the recommendation regarding implication of digital
technology to business?
1.2 RATIONALE
The main reason for conducting this research is that there
are various problems which being faced by the organisation involved
in travel and tourism sector due to the technological advancement
many customers are shifting towards the more technology
advancement companies. This research will help the companies in
understanding the impact of digital technology which will assist in
adopting the various technological advancement which will help
them in increasing their profitability and attracting more customers
towards the organisation.
LITERATURE REVIEW
According to Kalbaska and et.al. (2017), Digital technology
is growing popularity and have a great impact on the
business growth and performance. The consumer decision is
affected due to technological advancement as many
customers are attracted towards the technological advanced
companies rather than companies using traditional way to
perform its operations. . On the contrary Jorge and et.al.,
(2018) stated that, The factors of the digital technology
which have their influence on the consumer decision consist
of high customer service, quick information regarding the
flight, booking through sites etc.
Theme 1: The major benefits of
implicating the digital technology to
the business
Interpretation On the basis of table it is
identified the main benefit which is
provided by digital technology is that
it reduces the travel cost. From the 20
respondents 8 responded that digital
technology assist in reducing the travel
cost.
1.4RESEARCH METHODOLOGY
Research philosophy: . Interpretivism
Research approach. Inductive
Data collection: primary and secondary
Data analysis; thematic analysis
Sampling; simple random sampling 20 sample of
employees of TUI
Ethical consideration; Informed consent
.
Theme 3 The major factors which influence the consumer
behaviour regarding the digital technology in tourism sector.
Interpretation: From the above table it can be interpreted that that
major of the proportion of the given population of 20 is responded
for the fast services factor as it actually helping the customers in
long run and in many ways. As using the digital technology people
can afford to search their destination by sitting at their place itself
they need not to go to the office of the company for the details.
Theme 2. Challenges faced by tourism
sector due to lack of technology
Interpretation: From primary data
assessment it can be interpreted that
There are many challenges which are
faced by the TUI tours and travel
company which they need to face as
being in the service sector industry
Theme 4 digital technology have great impact on
profitability of the business
Agree strongly agree Disagree Strongly disagree
0
2
4
6
8
10
12
14
12
4
2 2
Larger proportion of the population has agreed in
context to the statement that digital technology have
great impact on profitability of the business as by using
the digital technologies they are able to offer variety of
services to their customers which will result in capturing
larger share of the market by attracting large number of
the customers. Using of digital technologies will open
up the path of success for TUI.
Theme 5 impact on organization for
promoting their activities though social
media and online sites
Yes No
0
2
4
6
8
10
12
14
16 15
5
From the above data and table it can e
interpreted that larger proportion of the
sample size has agreed and responded
positively that they agree that there is
positive impact on organisation by promoting
their activities through social media an online
site. Company using the digital technology
for more of the activities that is introducing
the company to customers, specifying their
activities they perform, packages,
communication with the customers, dealing
online, promotional activities and large
number of activities are performed by the
TUI using digital technology.
Theme 6 factors which helps to
improve the relation with public
Media relations
Special events
Newsletters
Speaking engagements
0
2
4
6
8
10
12
14
12
2
3 3
There are many factors which can
use by the company to improve
their relations with the public in
order to seek the attention of the
people towards their company.
The larger proportion responds
towards the media relation as best
factor for improving the relations
between the company ad public.
Theme 7 : Promotional techniques is majorly adopted by the
organisation
Personal selling
social media marketing
Internet
Product demonstration
0
1
2
3
4
5
6
7
8
9
2
8
7
2
Interpretation: On the basis of the above information it is
interpreted that there are various promotional techniques which
are being adopted by the organisation for attracting customers
towards the firm in order to increase the profitability of the
organisation
Recommendation:
The company TUI being a tours and travel company neds to provide the best and effective
services to their customers so that they can able to seek the attention of the people in order to attain
larger share of the market and retaining the customers for long. TUI must use the digital technology in
order to attain many benefits. As going digitally will help the Companies in so many ways say it helps
in Reducing travel costs, providing Better and faster communication, Effectively enhancing customer
experiences, Data protection there are some other benefits also through which company can get
advantage with it. Using digital technology having many factors which will leads to influence the
consumer behaviour that it is convenient and ease mode of communication encourage the customers to
response more towards the company. Hence, company needs to use the advanced technology in order to
satisfy the needs and wants of the customers so that they can attain more and more customers and can
increase their profitability. Digital technology has great impact on increasing the profitability of the
business should focus more on social media marketing as they are adopting now also so that effective
communication with more people to the wide reach can be possible and ultimately benefiting the
company in long run
CONCLUSION
From the above report it has been concluded about
Impact of digital technology on travel and tourism which has
provided information through the primary and secondary sources.
The primary information is gathered through the help of
questionnaire whereas secondary information is gathered through
the books, journal, articles, internet sources etc. Moreover, in this
research it has created the topic on the basis of which the aims
and objectives are being formulated. Furthermore, It has
provided information that there are various benefits of using the
digital technology which consist of reducing travel cost, data
protection, increasing customer experience etc. In this research it
has included research methodology which assist in conducting
the research in effective and efficient manner. It has used the
qualitative research design which is based on the views and
opinions and does not include the numerical figures.
REFERENCES
Books and journals
Kalbaska, N. and et.al., 2017. When
digital government matters for tourism:
a stakeholder analysis. Information
Technology & Tourism. 17(3). pp.315-
333.
Jorge, F. and et.al., 2018, March. A
Conceptual Research Model Proposal of
Digital Marketing Adoption and Impact
on Low Density Tourism Regions.
In World Conference on Information
Systems and Technologies (pp. 528-
537). Springer. Cham.

REFERENCES
Books and journals
Kalbaska, N. and et.al., 2017. When digital government matters for tourism: a stakeholder analysis. Information Technology & Tourism. 17(3).
pp.315-333.
Jorge, F. and et.al., 2018, March. A Conceptual Research Model Proposal of Digital Marketing Adoption and Impact on Low Density Tourism
Regions. In World Conference on Information Systems and Technologies (pp. 528-537). Springer. Cham.
Werthner, H. and et.al., 2015. Future research issues in IT and tourism. Information Technology & Tourism. 15(1). pp.1-15.
Alexis, P., 2017. R-Tourism: Introducing the Potential Impact of Robotics and Service Automation in Tourism. Ovidius University Annals,
Series Economic Sciences. 17(1).
Benckendorff, P. J., Xiang, Z. and Sheldon, P. J., 2019. Tourism information technology. Cabi.
Robinson, P. et.al., 2016. Operations management in the travel industry. Cabi.
Li, J., Pearce, P. L. and Low, D., 2018. Media representation of digital-free tourism: a critical discourse analysis. Tourism Management. 69.
pp.317-329.
Rami, A. and Kshatriya, K., 2016. Government's Role in Development of Rural Tourism of Gujarat. 2. A Study on Relationship between
Financial Literacy and Investment Behaviour of Rural Area People 10-21 Ms. Manisha Surti and Prof.(Dr.) Vinod B. Patel 3. Attitude
towards Mobile Advertising of Rural Youngsters of Anand District: An Empirical Study 22-30. p.57.
Fereidouni, M. A. and Kawa, A., 2019, April. Dark Side of Digital Transformation in Tourism. In Asian Conference on Intelligent Information
and Database Systems (pp. 510-518). Springer, Cham.
Bu, N., 2018. The 22nd Session of the UNWTO General Assembly–Special Session on Smart Tourism: Chengdu, China, 14–15 September
2017. Anatolia. 29(1). pp.143-145.
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