The Impact of Information Communication Technology in Tourism: A Study

This research report investigates the impact of Information Communication Technology (ICT) on customer satisfaction and profitability within the tour and travel industry, using Supreme Travel Company as a case study. The study explores the increasing trends of digital technology, identifies the challenges faced by businesses, and provides recommendations for the further development of advanced technologies. The research employs a qualitative approach, utilizing an inductive research approach and Interpretivism philosophy for data collection and analysis. The methodologies include descriptive research design, probabilistic sampling with questionnaires distributed to tour operators, and data analysis through thematic analysis, charts, graphs, and tables. The report also addresses research limitations like cost and time constraints. The report aims to determine how ICT influences customer satisfaction and profitability, contributing to the understanding of technology's role in the tourism sector. The report emphasizes the importance of ethics and values in conducting the research.

RESEARCH
METHODOLOGIES

TOPIC:
Impact of Information Communication Technology (ICT) in increasing customer
satisfaction and raising profitability in tour and travel industry.
CHAPTER 1: INTRODUCTION
Research Background
Information Technology in tourism is of special significance over last decade.
Information Communication is used for transport sector, attraction sector and accommodation
sector. Information and Communication technology (ICT) relates with technology that is
operated for handling telecommunications, intelligent building management system, broadcast
media, transmission system, audiovisual process, network-based control ad motoring functions
(Berné and et.al., 2015). Information Technology has reduces the cost of operations, raise the
productivity and improve the customers experience and services that ultimately raises the
profitability of the businesses. Through the use of Information Communication technology (ICT)
benefited both customers and tour operations as it improve communication reservations and
guest service systems.
In this study, scholars will identify the influences from ICT in increasing customer
satisfaction and raising profitability in Supreme Travel Company which is operating in travel and
tourism industry. It is one of the biggest transportation and holiday activity provided in Malta.
Purpose of the Research
The purpose of the study is for exploring importance, benefits and the impact of
Information Communication Technology in TTM industries. By conducting this research,
scholars will gain knowledge of using advance technologies within organisation as well as it also
allows developing more-depth knowledge of the ICT in the different organisation functions
(Gavrilović and Maksimović, 2018). Further, researcher will also obtain the knowledge of
research methodologies, literature review and structuring of proposal.
Aim and Objectives
Aim:
To determine the impact of Information Communication Technology (ICT) in increasing
customer satisfaction and raising profitability in travel and tourism. A case study on Supreme
Travel Company.
Objectives:
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 To determine the increasing trends of digital technology in travel and tourism industry.
 To identify the impact of Information Communication Technology (ICT) in increasing
customer satisfaction and increasing profitability in Supreme Travel Company.
 To identify the challenges faced by businesses in tour and travel industry.
 To provide recommendations for further development of using advance technologies in
the operations of Supreme Travel Company.
Research Questions:
1. What are the increasing trends of digital technology in travel and tourism industry?
2. What is the impact of Information Communication Technology (ICT) in increasing
customer satisfaction and increasing profitability in Supreme Travel Company?
3. What are the challenges faced by businesses in tour and travel industry?
4. What are the recommendations for further development of using advance technologies in
the operations of Supreme Travel Company.
Rationale
There have been extensive researches has been done on the topic Information
Communication technology (ICT) due its ever increasing trends in the businesses areas. The
reason for choosing this topic is the personnel interest of researcher is highly interested in
gaining knowledge on the advance technologies (Fuentes-Blasco, Moliner-Velázquez and Gil-
Saura, 2017). Furthermore, Information Communication Technology (ICT) is the current issues
in the business environment as organisations and customers are highly attracting towards
innovative technologies. Moreover, the academic interest of researcher is another reason for
choosing this topic, as researcher will gain the deep understanding of research methodologies
and its suitability according to the research study.
CHAPTER 2: RESEARCH METHODOLOGIES
Introduction
The significant section of the study is research methodologies as without this it is not
possible to collect the data and reach the conclusion of the study. The process that is undertaken
in order to collect information and data for the intention of effective decision making.
Methodologies is assist in conducting the research in the effective and efficient manner.
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Research Methods
The central part of the research are research methods. It is the tools that is used to
conduct the research. Researcher have to first select the research methods for conducting the
entire study. There are mainly two types of research methods which are qualitative and
quantitative. The methods that examines numerical data and often requires the application of
statical tools to analyse the data collected. With the help of this technique it allows measuring the
variable by establishing cause and effect relationship (Lindlof and Taylor, 2017). Wherein,
Quantitative data are those that study and measure the data by taking the views and opinions and
it is non-numerical that emphasise on patterns. Scholar will opt qualitative methods to collect the
data and the entire study is based on non numerical figures. With the application of qualitative
methods, researcher effectively and efficiently determine the impact of Information
Communication Technology (ICT) in increasing customer satisfaction and raising profitability in
travel and tourism.
Research Design
Research design is a logical and systematic technique that is applied by researcher to
conduct the scientific study. It is the gross synchronism of the determined elements as well as
data resulting in a possible outcome. In genera words, it is the plan to answer the research
questions. However, there are mainly two types of research design which are experimental and
descriptive. Descriptive research design involves the observation and description of the
behaviour of the subject without affecting it any manner and it represents the respondents in
exact manners (Meyers, Gamst and Guarino, 2016). Wherein, experimental research design is
which relies on the statistical analysis in order to disprove or prove hypothesis and it also allows
establishing cause and effect relationship. Researcher will opt descriptive research design as it is
suitable for the qualitative research methods and with the application scholar has effectively
identifed the impact of Information Communication Technology (ICT) in increasing customer
satisfaction and raising profitability in travel and tourism.
Research Approach
Research approach is another very important part for conducting the research study. It is
the technique and plan for conducting the research which span the steps from wide assumptions
to detailed methods for collection, analysis and interpretation of data. There are mainly three
types of research approach which are deductive, inductive and abductive research approach. In
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deductive approach is data collected is used to measure prepositions or hypothesis to an existing
theory. Wherein, inductive research approach data which is collected is used to investigate a
phenomenon, determine the themes as well as develop a conceptual framework and it do not
include the formulation of hypothesis (Teherani and et.al., 2015). Abductive approach is used
obtain the testable conclusion as data collection is utilised to diagnose patters and themes and
locate them in conceptual framework. Researcher will opt inductive research approach as it
suitable when the research study is based on the qualitative methods and with the application of
this approach investigator will reach successfully determine the impact of Information
Communication Technology (ICT) in increasing customer satisfaction and raising profitability in
travel and tourism.
Research Philosophy
The type of methodology that deals with the nature, development and source of
knowledge as it is the belief about the way through which data is collected, analysed and
interpreted is called as research philosophy. There are mainly four classification of research
methodologies which are pragmatism, positivism, realism and Interpretivism. The data or
information is collected are mimes or multiples are called as pragmatism. Wherein, when the
data collected is highly structured and based on large sample is known as positivism.
Interpretivism philosophy is one where the data is collected by small sample and in-depth
investigation is done in this method (Saunders and et.al., 2015). Investigator will use
Interpretivism philosophy in this study because scholar will explore the small sample and it is
suitable for qualitative methods. By carrying the research with the application of Interpretivism
philosophy, scholar will effectively determine the impact of Information Communication
Technology (ICT) in increasing customer satisfaction and raising profitability in travel and
tourism.
Sampling
Once the research started, investigator have to select the sample for collecting the
information. For selecting the sample researcher have to select the group of people. Researcher
chooses the sample that are suitable for the particular research like which have interest about the
area of investigation. However, probabilistic and non-probabilistic sampling are two types of
technique used for sampling. Probabilistic sampling are those which in which population in the
sample stands equal chances of being selected in the sample. Wherein, non-probabilistic
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sampling are the technique in which respondents do not stand for being selected in the sample
equally (Schilling and Neubauer, 2017). Enumerator will select the sample from 30 Tour
operators by probabilistic sampling in which random sampling will be used and enumerator will
distribute the questionnaire to them. Tour operators are selected because they are connected with
the study and suitable for answer. They will answer the all the questions and researcher will
successfully determine the impact of Information Communication Technology (ICT) in
increasing customer satisfaction and raising profitability in travel and tourism.
Data Collection
After the selection of sample, scholar start looking for collecting the data for the research.
Data Collection is assist in collection and evaluation of the information in targeted variables in a
designated way. It enables the researcher to evaluate the research outcomes. However, there are
mainly two methods for data collection which are primary and secondary. The information or
data which is collected by the scholar for the first time (Yeakley and Caballero, Hand Held
Products Inc 2016). It is real and fresh information. But it is very time consuming because it
includes survey, questionnaire, schedule, observation etc. which take time. Wherein, the
information or data which is collected by the enumerator from another sources are called as
secondary data. The data are based on past information and are easily and quickly available like
internet articles, books, journals, government publications etc. Researcher will opt both the
methods to collect the data. The literature review section will completely done by using
secondary sources whereas survey will be done by scholar in which information will be gathered
via questionnaire.
Research Limitation
Limitations is shortcomings that are not controllable by the researcher but if directly
affects the outcomes of the research. There are various types of limitations which are arisen
during the study. It is very important for the researcher to control and analyse the limitations.
Here are the following shortcomings which scholar will face conducting the research activities
are written below-
Cost Limitations: Proper allocation of cost is very important to complete the research.
While conducting the research, researcher might face the scarcity of cost or money. Sometime
the cost of some activities rises that leads to affect other activities (Lantz and et.al., 2019). So, it
is important to manage the cost from beginning to end.
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Time Limitations: It is important to allocate time to each and every task or activities in a
designated way. Time limitations are also not able to control by researcher as during the some
task like evaluation of research methods and data collection, the time of researcher might exceed
which affect the outcomes of the study. So, it is important for researcher to manage the time in
proper way.
CHAPTER 3: DATA ANALYSIS
After the collection of data, scholar have to analyse the data in a meaningful information
because the information collected do not make any sense for the study. So, it is mandatory for
scholar to evaluate the data. The techniques to mould, transform, clean and synchronize the data
or information is called as analysis of data in research. Qualitative and Quantitative are two
methods for data analysis. Techniques in which data is analysed by using statistical tools like
Spread sheet, SPPS are called as quantitative analysis (Wickham, 2016). The result are more
accurate and less chances of arising question. Wherein, qualitative analysis is arranging of data
and analyse by considering views and opinions of participants. Researcher will use to collect the
data by using qualitative analysis technique through thematic analysis. Charts, Graph and tables
will be used to present the data.
CHAPTER 5: ETHICS AND VALUE
Ethics assist in performing the research in the effective and efficient manner by following
the standards. Scholar have to consider all the norms during and after the research because these
are the vital part of the study (Barsky, 2019). Here are following norms which scholar will adopt
are as follows-
 Full consent will be taken from all the respondents.
 All the participants are adults.
 The data regarding the study will be collected through relevant sources.
 Sensitive topic will be disregarded by the researcher like caste, race etc.
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REFERENCES
Books and Journals:
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