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
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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
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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
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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
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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
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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
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