Research Project: Digital Technology Impact on Brightsun Travel Agency

This research project investigates the impact of digital technology on Brightsun Travel Agency, a UK-based travel company. The report explores how digital tools and techniques influence various business functions, including marketing, human resources, and supply chain management. It analyzes the application of digital technology in Brightsun's operations, aiming to identify the ways digital technologies are used, their significance, and the challenges faced. The research employs a positivism research philosophy and an inductive research approach, utilizing an exploratory research design. The literature review examines the meaning and importance of digital technology in the travel sector, its impact on organizations, and the associated challenges. The research methodology outlines the research philosophy, approach, and design employed in the study. The report concludes by summarizing the findings, highlighting the importance of digital technology for travel agencies and the challenges they face.

RESEARCH PROJECT
(PART 1&2)

EXECUTIVE SUMMARY
In the report, impact of digital technology has been implemented on travel agency. It
assists to develop more significant results. With using advance tools and techniques, it can be
interpreted that social media tools consist important role in enterprise to make desired work
performances. As per innovative and creative consideration, it can be stated that digital
technology impact positive on Brightsun Travel Agency.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
LO 1.................................................................................................................................................4
P1 Research proposal..................................................................................................................4
LO 2...............................................................................................................................................11
P2 Appropriate research methods and conduct primary and secondary research.....................11
P3 Primary and secondary research..........................................................................................12
P4 Analytical tools to assess research findings and data..........................................................17
LO 3...............................................................................................................................................27
P5 Communicate research outcomes in appropriate manner....................................................27
LO 4...............................................................................................................................................28
P6 Reflection.............................................................................................................................28
P7 Alternative research methodologies.....................................................................................29
REFERENCES..............................................................................................................................30
APPENDIX....................................................................................................................................32

TITLE: The impact of digital technology on travel agencies - A study of Brightsun travel
agency
LO 1
P1 Research proposal
INTRODUCTION
In today's world, digital technology has made a great impact upon each business
functionalities. Technology plays a vital part for the travelling sector of UK to implement
necessary changes in organisational structure of industry. Digital technology may implement by
its professionals upon its variety of business functionalities in respect to making easier day to
day practices of business (Barrett and et.al., 2015). The present research will concentrate on core
business process of Brightsun such as marketing, human resource, supply chain and order taking
process, etc. Apart from that, the researcher will concentrate on analysing the researcher
questions or aim and objectives of the study to knowing about influences of digital technology
upon execution of various operational practices of Brightsun travel agency in industry.
BACKGROUND OF STUDY
The major focus of the investigation upon knowing main influences of digital technology
upon various operational practices of Brightsun travel agency in UK. The research has conducted
on Brightsun organisation which is UK based small travelling agency. In addition, from SMEs to
large scale travelling organisations are implementing digital technological applications in terms
of enhancing their business productivity and profitability in industry. It has examined that,
travelling sector one of the emerging sectors in UK which is adopting variety of advanced digital
technologies in terms of gaining sufficient amount of success (Benckendorff, Sheldon and
Fesenmaier, 2014). The research will focus on the selection of digital technology to improve the
performance of the business in industry. Apart from that, the study will be focused on literature
review upon major objectives of the research project in order to examining the importance of
digital technology and hallenges facing by Brightsun organisation to applying digital technology.
Moreover, the research will be discussed to enrich the topic. Investigator will examine applicable
articles in context to make research more robust and effective.
Aims and objectives of study
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Aim of the research project is “Tio analysing the influences of digital technology
applications upon daily business operational activities of Brightsun, UK”.
Research Objectives:
 To identify the ways digital technologies used by Brightsun, United Kingdom.
 To determine the significance of digital technologies used by Brightsun, United
Kingdom. To analyse the challenges faced by the Brightsun while using digital technologies.
Research questions:
 What are the ways digital technologies used by Brightsun, United Kingdom?
 What is the significance of digital technologies used by Brightsun, United Kingdom? What are the challenges faced by the Brightsun while using digital technologies?
Rationale of research:
Organisation has taken underestimation of influences of digital technology upon various
business functionalities in order to make easy to completion of each business tasks. With the help
of digital technology, company will be able to attain their desired goals and objectives in
industry in respective form. It assists them to make betterment within existing business
performance in industry to better engage with each employee or its existing customer at online
marketplace efficiently. In addition, the study will arise effective opportunity to gaining
appropriate knowledge about effectiveness of digital technology upon business practices and
how it makes the way easier for business to maintain services and tasks of firm. Moreover, the
report also furnishes impressive opportunity to research to gaining detailed knowledge about
Brightsun organisation and its variety of business practices towards provision of tour facilities.
Significance of research:
The researcher will assist the academician and future investigator for enhancement of
their experience level in this participate subject concern. The research has examined that digital
technology is one of the emerging sectors in the UK which is affecting its performance level of
travel business and company currently using digital technology.
LITERATURE REVIEW
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In the literature review, the researcher has aims to compare and contrast on the review of
senor authors and researcher. The major motive of literature review is to establishment of
theoretical framework in the investigation.
Meaning and importance of digital technology:
According to Brynjolfsson and McAfee, (2012) it has stated that, digital technology
refers to using of advanced mobile and computerise software and tools to helping business
practices to execution of its day to day activities in smooth ways. It has changed the ways of
doing business in industry to attaining customer base in industry in effective manner. The author
also has stated that, variety of digital technological instrument can be utilised by its professionals
in case of performing way and clearing the way of doing business. However, it is very important
thing for each travel agency to utilise digital technology at workplace to making the way easier
to taking order to smoothly execution of day to day business practices in easier form.
In this context, researcher has stated that, the business is using advanced mobile and
computer digital technological applications in order to making the way clear to generating high
amount of profitability within it. Apart from that, Cooper, (2012) argued that digital technology
indeed to outshine the traditional ways of working of travelling agencies in industry. Numbers of
technological instruments assisting its professionals to enhance the capability of the business to
generating revenue from the marketplace by deliver quality of tour facilities of their agents.
Thus, digital technology plays vital role in terms of increment in productivity and profitability
volume of company or also gaining desired goals and growth in current marketplace.
Impact of digital technology on organisation:
According to Egger, (2013) digital technological instruments and applications help the
travelling sector of the nation to enhancing the overall quality of business practices. In order to
making communication among several functionalities of the business, organisational
professionals require using of mobile technology to getting engaged with each other at
workplace to execution of business practices in respective manner. With the help of digital
technological instrument, its professionals will be able to promulgate the profitability and
productivity of business within travelling industry. Management of organisation can easily
connect with their client and also make them realise about current trending offers provided by
the company towards its existing or loyal customer in industry.
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In addition, Gelenbe and Caseau, 2015 elaborated that, travelling sector of UK is utilising
dynamic packages of digital instrument in context of taking ordering from its customer at online
platform and making payment system of its facilities from users from online payments services
which is effective tools to getting payment. Howsoever, in today's world internet services are
being utilised by travelling sector in order to making digital technology easier for users. Digital
technology is one of the most appropriate tools for travelling company to making effective
communication within its existing process of company to completion of each tasks. The industry
is currently is using several types of information technology and digital technological application
to make the way cleat to functioning of each business tasks within effective form. Research has
observed that, digital technology also improves the inter-office communication channel to
interact with each other efficiently. Mobile software and cloud computing are one of the best
digital technological tools which may be adopted by them to gaining better customer
conveniences. So technology has improved the way of doing business of travelling sector in UK
effectively.
Challenging of digital technology to business organisation:
As per Gelenbe and Caseau, (2015) it has been stated that several types of digital
instrument is are being utilised by travelling organisation in industry to betterment tour facilities
of the business practices in possible manner. Numbers of challenges has been facing several
types of issues and barriers to execution of business exercises. Howsoever, often times, it has
been observed that older employees were not about to keep up with the latest digital technology
of the travelling sector in industry. So, it is necessary to given proper training and development
program to their older employees to encourage them to comply with the advanced digital
technology at workplace to completion of each business tasks in easy form.
In addition, Hudson and Thal, (2013) it has examined that, technological errors can be
incurred in the business while performing business activities upon its digital applications.
However, many times, organisation require frequenting update their digital instruments with
innovation to smoothly running of business activities in respective form. Numbers of
cybercrimes has been filing in United Kingdom. So, it is important for business to using of
internet protection application to reducing the chances to licking access of important data of
company which can be tracked by their persons. Thus, these are few challenges identified
through reviewing of literature.
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Conclusion
From the above review of literature, it can be understood that digital technology is
significant for the organisation. There are different ways and challenges faced by the
organisation while using digital technology. Authors have expressed their views succinctly
which has been studied in the above literature review. The gaps have been identified in literature
review where researchers and authors have focused their study to the different types of digital
technologies used by the organisation. In the present research, researcher will narrow down the
study by analysing the impact of digital technology with reference to Brightsun.
RESEARCH METHODOLOGY
Research methodology is a process when it can be identifying the objective of project and
it analysis the whole case study, it is a step by step process to design a methodology used for the
researcher. There are some methodologies described as given below:
Research Philosophy- The research philosophy is the process to collect the information
regarding the research areas (Taylor, Bogdan and DeVault, 2015). They are analysing the present
research project and determine the actual project information. The objective of this philosophy to
finding the actual requirement in research. In currently, the research are used positivism research
that are help to analysing the whole project and case study. As by being positivists, researcher
will be able to obtain data from facts and through observations. This helps in reducing the efforts
of researcher and he or she can effectively collect the relevant data and information.
Research Approach- The research approach is very important because they are
describing the whole process. It can be analysis all type of assumption is used in the project
scenario. Inductive research approaches are used because they are managed the whole goals and
aim of project (Mackey and Gass, 2015). It can be followed step by step process and then
identifying some questions like- what data are important for the research and what are the
platform are useful for the research areas. In the present study, researcher will use inductive
research approach. It helps in attaining the research question and researcher will be able to
accomplish the aim and objectives of the study.
Research Design- The design is the important for the research areas because they are
planning for the design. They are followed some formulation strategies for the design purpose.
They are using a descriptive approach to create an effective type of design. It describes the whole
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structure of project. It is very important part of research methodology. This technology is used
for the Brightsun Travel agency. These travel agencies are designing their business process
according to the customer requirement. In the present study, researcher will use exploratory
research design. Researcher will be able to explore deeper aspects of the study and will able to
answer the research questions more effectively and efficiently.
Research Strategy- Research strategy is very important for the researcher because the
project coordinator maintain the planning to achieve their goals. They are making a new strategy
for the development of Brightsun Agency organization. They are always used new approaches to
solve the problem regarding the case study in research. It can be use quantitative approach to
analysis the whole data in the research areas. The present research will be based on quantitative
analysis which supports the research process and structure of study adequately. As numerical
data will be associated with the research, thus quantitative research method will be more suitable
for the study.
Data collection- Data collection is essential part of the research study. There are two
sources from where data will be accumulated from the study which are primary and secondary. It
is very essential part of the organization to maintain the information (Lewis, 2015). From
primary source researcher will use questionnaire research instrument. It will be provided to
managers working at Brightsun. Close ended questions will be asked from them in order to save
their time and researchers efforts. In order to collect data from secondary source, researcher will
analyse relevant books, journals, Brightsun websites and articles associated with it.
Sampling- It is a process to maintain the small data are taking form the large amount of
data. They are stored a data through the survey and identifying the actual order of data in the
research field. In Brightsun Travel Agency, they are taking 10 managers are collected the data by
using simple random sampling method. This method is effective and consumes less time of
researcher.
Data Analysis- Data analysis is a process when it analysing the whole research area in a
proper manner. It can be stored the data and identifying the correct order. It is a systematic
process to increase the level of project (Flick, 2015). Data analysis is the best approach to
determine the actual values of the organization. The manager of Brightsun collected information.
They are maintained in the form of database. In order to analyse the collected data, researcher
use thematic analysis. Different themes will be formulated on the basis of questions which will
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be asked from the participants. It is effective and easy method for analysing data and readers of
research will be able to comprehend the meaning of data efficiently.
ACTIVITIES AND TIMELINE
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LO 2
P2 Appropriate research methods and conduct primary and secondary research
INTRODUCTION
In travel and tourism industry, digital technology creates positive impact to perform
several functions and operations. For customer attraction, it develops vital part to make
important changes. As per different functions, digital technology makes work easier in day-to-
day activities (Naslund, Aschbrenner and Bartels, 2017). In this consideration, present study
focuses on Brightsun Travel Agency of UK. In travelling agencies, it develops aims and
objectives to work in significant manner. Operational work also impacted by using digital
technology in chosen business environment.
METHODOLOGY
Research methodology consists of crucial role in entire program. In this consideration, as
per aims and objectives cerrtain steps has been taken to focus on relevant work performances.
Following tools implemented in research methodology that helps to take creative work:
 Research philosophy: Research philosophy is the first and most important element of
entire research. It helps to analyse project information to gather more relevant
information (Standing, Tang-Taye and Boyer, 2014). Main objective is to find the impact
of digital technology, which could be ascertained from two methods such as
interpretvitism and positivism. In the present study, positivism research philosophy has
been used that based on whole theories and case study.
 Research approach: Research approach is also an important consideration, which
determines several assumptions of project. There are two types of approaches such as
inductive and deductive. In the present research, inductive approach will be used that
assists to manage all goals and objectives (Chung and Koo, 2015). Step by step process
also helps to focus on useful research areas. It also develops platform that consists of
relevant information.
 Research design: Research design consider important role in implementation of digital
technology. With the help of certain strategies, design purpose has been completed. There
are different kinds of design such as descriptive, exploratory, experimental, etc. From
this, researcher uses descriptive design that assists to develop effective results at
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