Impact of Digital Technology on Thomas Cook: A Case Study

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RESEARCH PAPER
Table of Contents
1.1 PROJECT AIMS AND OBJECTIVES..............................................................................................2
PROJECT BACKGROUND.............................................................................................................2
PROJECT TOPIC.......................................................................................................................... 2
PROJECT AIM............................................................................................................................. 3
PROJECT OBJECTIVES................................................................................................................. 3
RESEARCH QUESTIONS.............................................................................................................. 3
REFERENCES...................................................................................................................................4

1.1 PROJECT AIMS AND OBJECTIVES
PROJECT BACKGROUND
In the previous time, the booking of tickets for travelling had been a hectic task which would
result in travellers unable to enjoy their vacation appropriately. But thanks to digital
technology, it has become easy for the people to get an enquiry about the travel packages and
book the tickets online without any issues. With the arrival of digital technology, people are
getting it easier to get information about travelling and thus are persuaded to travel to more
vacations in a given year (Bearne, 2016).
In the words of the management of Thomas Cook, digital technology has allowed it to serve its
customers in an effective and appropriate manner and thus have a positive impact on its
operations. They have revealed that with the availability of official website with online booking
facilities, there has been an increase in conversion rate of actual tourists who would like to
travel and thus resulted in an increase in revenue for the company. Furthermore, digital
technology has also helped the organization to bring significant improvement in its working
methods. With the help of this technology, the company has been able to upload its
promotional materials in a single digital content which could be used in both online as well as
offline publications (Rigby, 2015).
On the flip side, the role of the travel agent has significantly reduced due to the easy availability
of online booking which has resulted in the given organization to reduce its workforce.
Furthermore, the company has been compelled to publish full and detailed information about
its travel destinations on its brochure. Still, the company has been gripped with fear because
the users have become smart enough and could use the digital technology to have comparison
about price and facilities about travel brochures with their competitors and thus switch over to
other agency which has been offering good facilities at affordable prices (Bronner and De Hoog,
2016).
PROJECT TOPIC
“Impact of Digital Technology: Case Study of Thomas Cook with Advantages and Disadvantages”
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PROJECT AIM
To evaluate the significant impact of digital technology on the working of Thomas Cook
PROJECT OBJECTIVES
 To assess the working of the operations of Thomas Cook
 To analyse the application of digital technology by the management of Thomas Cook
 To identify the positive impact of digital technology on the operation of the given travel
company
 To identify the negative impact of digital technology on the operation of the given travel
company
 To evaluate the future of digital technology within the given organization
RESEARCH QUESTIONS
 Why digital technology has gained prominence in the travel business recently?
 What has been its impact on the travel organization such as Thomas Cook?
 Does the given technology have a positive or negative impact on Thomas Cook?
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REFERENCES
Bearne, S., 2016. How technology has transformed the travel industry. (Available Through:
https://www.theguardian.com/media-network/2016/feb/29/technology-internet-transformed-
travel-industry-airbnb. Accessed on 27th March, 2019)
Bronner, F. and de Hoog, R., 2016. Travel websites: Changing visits, evaluations and posts.
Annals of tourism research, 57, pp.94-112.
Rigby, C., 2015. Thomas Cook says digital technology helped it serve customers better in the
first half of its financial year. (Available Through:
https://internetretailing.net/themes/themes/thomas-cook-says-digital-technology-helped-it-
serve-customers-better-in-the-first-half-of-its-financial-year-13054. Accessed on 27th March,
2019)
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