TUI: A Study on the Impact of Digital Technology in Tourism Sector

This report investigates the impact of digital technology on the travel and tourism sector, using TUI as a case study. It explores the benefits of digital technology, such as reduced travel costs, improved communication, and enhanced customer experiences. The research methodology includes a literature review, primary data collection via questionnaires, and thematic analysis. The report identifies challenges faced by the tourism sector due to a lack of technology and analyzes factors influencing consumer behavior in the digital age. Recommendations are provided for TUI to leverage digital technology for increased profitability, including a focus on social media marketing and data protection. The conclusion summarizes the findings, emphasizing the importance of digital adoption for success in the modern tourism landscape.

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.
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
customers 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 philosoph: . 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
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 companyHence, 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.