The Role of Digital Technology in Tourism: A Research Project on TUI

This research project investigates the role of digital technology in improving the performance of the travel and tourism industry, focusing on a case study of TUI. The study aims to understand the conceptual framework of digital technologies, determine their role in enhancing TUI's performance, identify challenges associated with their implementation, and explore effective mitigation strategies. Employing a deductive research approach and a survey research strategy, the research utilizes both primary data from structured questionnaires and secondary data from books, journals, and articles. The findings highlight customer satisfaction as a key benefit of digital technology implementation, along with factors such as reaching new customers irrespective of geographical location. The research concludes that digitalization is significantly transforming the socioeconomic culture of the travel and tourism sector, contributing to improved company performance.

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Research title
Role of digital technology in improvising the performance of travel
and tourism industry.
Research aim:
“To investigate the role of digital technology in improvising the
performance of travel and tourism industry”. A study on TUI.
Research objectives:
• To understand the conceptual framework of digital
technologies in context to travel and tourism business.
• To determine the role of digital technologies in
improvising the performance of TUI.
• To identify the challenges associated with the
implementation of digital technologies within TUI.
• To explore the ways that are effective for TUI to
mitigating the challenges of digital technologies.ation.
Research questions:
• What is the conceptual framework of digital technologies
in context to travel and tourism business?
• What is the role of digital technologies in improvising the
performance of TUI?
• What are the challenges associated with the
implementation of digital technologies within TUI?
• What are the ways that are effective for TUI to mitigating
the challenges of digital technologies?
Research methodology mainly defined as the effective plan and procedure which
is implemented to identify, choose, process and evaluating the information in
relation to a specified subject.
 Research approach – Deductive research approach is considered in
the report as it will help in providing correct information by analysing numerical
as well as factual information.Veracity: This Big Data element is related to the
past one. It indicates the level of trust of information. Since most of the
information you receive is unstructured, navigate through the unnecessary data
and use the rest for management.
 Research strategy – In this research, survey research strategy is
considered as it assist in gaining appropriate and accurate information about the
investigation topic by analysing the responses of the survey data.
 Research tools – In this research, investigator is considering both
primary and secondary method. By using primary method, structured
questionnaire will prepare along with close-ended questions that asked from
selected participants. . On the other side, secondary method includes various
sources like books, journals, articles, newspaper and many more. All these are
assist researcher in taking valid and reliable decision that make overall study
more authentic in nature.
 Sampling – Sampling is significant way of representing data for the
whole population. Simple random sampling is used in this research.
Research Project
INTRODUCTION Methodology Data interpretation
Theme 1: Importance of digital technology in an
organisation
Q1) What is the importance of digital technology in an
organisation? Frequency
a) Consumer satisfaction 12
b) Business survival and growth 6
c) Stronger consumer loyalty 2
Discussion of results/outcomes
•Through this it has been determine that customer
satisfaction is consider to be the importance of digital
technology with in organisation.
•The main factors and reasons that had made implication
of digital technology so important for TUI is new
customers irrespective of geographical location
Conclusion
From this poster it has been concluded that in a
digitalised world, use of digital technologies is increased
day by day in daily routine activities as it also affects
business world as well. In context of travel and tourism
sector, digitalisation is massively changing the socio-
economic culture that provide assistances in improving
the performance of company as well.
References
Jun, W. and et.al., 2021. Innovation performance in
digital economy: does digital platform capability,
improvisation capability and organizational readiness
really matter?. European Journal of Innovation
Management.