A Study on Technology's Impact on Customer Decision Making in Tourism

This research project investigates the impact of digital technology on customer decision-making in the travel and tourism sector. The study includes an introduction outlining the importance of customer satisfaction and the role of technology in understanding customer needs. Task 1 defines the research project's scope, objectives, and questions, exploring factors influencing research selection. Task 2 focuses on resource matching and research investigation, data collection, and recording. Task 3 covers research evaluation techniques, analysis, interpretation of findings, and recommendations for further study. Finally, Task 4 presents the research outcomes, referencing key literature on technology's influence on customer behavior, digital platforms, and the travel industry. The research employs a positivism philosophy and a deductive approach to analyze the impact of technology on customer decisions, aiming to provide strategies for positively influencing these decisions through digital technology.

RESEARCH
PROJECT
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Research project outline specification..............................................................................3
1.2 Factors that affect process of research project selection..................................................4
1.3 Critical review..................................................................................................................5
1.4 Research project specification..........................................................................................7
1.5 Appropriate plan and procedure.......................................................................................9
TASK 2..........................................................................................................................................10
2.1 Match resources..............................................................................................................10
2.2 Undertake the proposed research investigation..............................................................10
2.3 Record and collect information about the subject..........................................................12
TASK 3..........................................................................................................................................15
3.1 Research evaluation techniques......................................................................................15
3.2 Analysis and interpretation of outcomes........................................................................16
3.3 Recommendation and justify area for further consideration..........................................27
TASK 4..........................................................................................................................................28
4.1 Presentation of outcome.................................................................................................28
REFERENCES..............................................................................................................................30
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INTRODUCTION
In the travel and tourism sector, customer plays very crucial role for increasing
profitability and revenue. For maximise business growth and progress it is very important to
satisfy customer and fulfil their requirement regarding travel and tourism services. For make
customer satisfy, organisation should identify actual demand and requirement of customer
regarding product and services (Beard, 2014). Corporation should communicate with customer
and regular get touch with them so as it can effectively understand their requirement and their
decision making habits. In the travel and tourism sector, with help of digital technology, business
entity can easily understand decision making habit and requirement of customers regarding
product and services. There are several sources and platforms that helps to travel and tourism
organisation in identify the demand of customer and understand their decision making habits.
Computer, Laptop, customer relationship management software, application, internet, social
media are several platforms and sources of digital technology that aid to organisation in
developing effective customer relation and conduct communication with them. In the present
research study, investigator have main purpose is to analyse the impact of technology on client
decision making in travel and tourism sector. In order to address this objective, scholar have
conducted survey from respondents and collected information about the impact of technology on
customer decision making.
TASK 1
1.1 Research project outline specification
Background of the study
The present research is based on the consequence of digital technology and its effect on
the client decision making in the travel and tourism sector. With help of current investigation,
researcher collect detail knowledge about significance of digital technology and its impact on the
client judgement in the travelling sector.
Research Aim
To assess and analyse the influence of technology on customer decision making in travel and
tourism sector: TUI group
Research Objective
 To acknowledge the concept of digital technology?
 To determine sources and platforms of digital technology?
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 To analyse the significance of digital technology in the travel and tourisms sector
 To assess the influence of digital technology on the customer decision making in the
travel and tourism sector To recommend strategies to influence customer decision positively by use of digital
technology in the travel and tourism sector.
Research questions
 What is the significant of digital technology?
 What are assorted sources and platforms of digital technology?
 What is importance of digital technology in the travel and tourism sector?
 How digital technology influence customer decision making in travel and tourism sector?
 What are several strategies to influence customer decision positively by use of digital
technology in travel and tourism sector?
1.2 Factors that affect process of research project selection
The current investigation is based on the technology and its significance in the customer
decision making. Researcher have selected this research subject because digital technology is
very important aspect in the travel and tourism sector and it has huge importance in the customer
satisfaction and decision making power. The major reason for selecting this research subject is
that scholar have huge interest in the digital technology and its significance in decision making
of customers in the travel and tourism sector. For identify the strategies to improve customer
satisfaction within the travel and tourism sector, researcher have selected this research subject.
The selected research topic is structured topic that is why scholar have selected this research
subject. Another major reason for selection of this research subject is that scholar have sufficient
primary information about subject. Researcher has effective access of primary information
regarding digital technology and its impact in travel and tourism sector that is why this topic has
been selected as research subject. Another major reason for selection of this topic for proposed
investigation is that digital technology have huge scope and importance in the travel and tourism
sector. With help of this investigation, researcher can easily identify criteria and strategies to
influence customers positively in the travel and tourism sector.
1.3 Critical review
Terminology of digital technology
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According to the view of Yuksel, Yuksel and Bilim, (2010) technology have crucial
significance within travel and tourism sector by which several various activities and functions
conducts in fastest and effective manner. Various kinds of electronic equipment’s and sources
such as computer, laptop, mobile phones, Wi-Fi etc., included in the digital technology These
sources mostly used on the travel and tourism and improve communication and connectivity
between organisation and customers. In the opinion of Yoshida and James, (2010) web methods
for interfacing a PC to some other PC anyplace on the planet through committed switches and
servers. While two PCs are associated over the web then they can send and get a wide range of
data, for example, Texts, designs, voice, video, PC programs and so on. In the travel and tourism
sector internet helps to organisation in developing own business profile on the internet through
which customers can design their own page of business on this platform. This internet profile
helps to company in provide information about product and services to customer and increase
communication with customers. With help of Ryu, Lee and Gon Kim, (2012) internet, promotion
and advertisement activities can also easily perform by organisation in effective and efficient
manner. According to the view of Silverman, (2016) in the context of digital technology, social
media is one of the platform that is mostly utilised within the travel and tourism sector. Social
media is large platform that helps to organisation in promotion and advertisement activities.
There are a few stages incorporated into the web based life, for example, Facebook, Twitter,
Instagram, YouTube and so on.
through which organisation transfer their information regarding product and services to
customers and inform them about product and services.
Applications and methods of technology in travel and tourism sector
Smith (2015) stated that in the social media technique, Facebook is one of the essential
platform which is mostly using in the travel and tourism sector. It is a social networking site
which helps to connect large numbers of people at single time. It is the most popular technique
through which business entity can identify customer requirement and perception regarding
product and services. On the Facebook channel, organisation post their attractive pictures,
images, video, links regarding product and services and inform customer regarding product
prices, features, characteristics etc. Facebook also helps to organisation in identify customer
feedback, reviews, opinion and perception regarding existing products and services. Thus, it can
be said that Facebook aids to organisation in identify actual requirement of customers. In the
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contradicting view Ryu, Lee and Gon Kim, (2012) stated that Twitter is a free long range
informal communication small scale blogging administration that enables enlisted individuals to
communicate short posts that is called tweets. This technique of social media also helps to
organisation in increase promotion and advertisement activities by which company can identify
actual demand of customer regarding product and services.
Significance of digital technology in travel and tourism sector
In the opinion of Panneerselvam, (2014) in the travel and tourism sector, with help of
several technologies such as computer, laptop, internet, social media, customer relationship
management software, applications etc., organisation can improve the speed of business
transaction and procedure. These all sources and techniques helps to travel and tourism
organisation in several activities like advertisement, promotion, business operation, activities,
communication, administration etc. With help of digital technology and its various equipments,
organisation can easily increase speed of business transaction.
Impact of digital technology in customer decision making in travel and tourism sector
Beaudry and Pinsonneault, (2010) stated that customers assume an extremely pivotal part
in the movement and tourisms segment as all productivity and achievement is to a great extent
relies on consumer loyalty. In this way, it is essential for association to recognize real request of
client with respect to administrations and conveys offices and things as needs to be. In the
opinion of Bates and Bitton, (2010) while organisation in travel and tourism sector design its
own profile on the internet and social media then it influences customer decision making
regarding product and services. With help of internet profile and social media, organisation can
post their information regarding product and services like prices, features, characteristics etc.
Business entity can post attractive images, pictures, video, links etc related to product and
services that helps to organisation in attract large numbers of customers. By attractive images,
pictures, video of services and items, customer can attract toward the organisation. In addition to
this, on the internet and social media platform, customer can post their feedback and reviews
regarding the product and services so it helps to other customers at the time of purchasing
product and services. Flick (2011) stated that on the social media and other internet platform,
both positive and negative influence on the decision making of customer regarding product and
services. Positive comments and reviews of customer regarding service helps to other buyers in
taking fast decision of purchasing. On the other hand, due to negative comments and feedbacks,
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sometime customers get confused to purchase commodity. Thus, it can be said that social media
have both positive and negative influence on customer decision making. On the social media,
organisation can create attractive profile of business through which customer decision regarding
purchasing can positively influence.
1.4 Research project specification
In the investigation, research methodology is another one of significant part that helps to
scholar in addressing actual issue of research. There are a few sorts of research strategies and
techniques, for example, examine methods of insight, investigate approach, inquire about
procedure, explore plan, information accumulation, information examination, inspecting and so
on (Flick, 2011). By execute a few strategies and techniques in the examination, researcher can
without much of a stretch direct investigation and discover fitting arrangement of research issue.
In a basic word one might say that exploration technique is an efficient strategy that comprises
with hypothetical investigation of the assortment of strategies and standards related with a
branch of information. In the present investigation, researcher have primary point is to break
down the impact of computerized innovation on the client basic leadership in the movement and
tourism segment. Therefore, for address this goal, researcher have connected a few strategies and
strategy which are talked about underneath Research philosophies- Research Philosophy assists to scholar in understand the actual
objective of research investigation. By help of research philosophy, researcher can easily
analyse and assess the information in the investigation so as appropriate solution can
obtain (Fiegen, 2010). Positivism and interpritisvim are major two kinds of research
philosophy that helps to scholar in conducting investigation. At the tie of selection of
research method, it is very important to select one appropriate technique so as appropriate
outcome can obtain. In the present thesis, scholar have selected positivism research
philosophy that helps to scholar in analyse the impact of digital technology on the
customer decision making in travel and tourism sector. Research approach- Research approach allows to scholar in apply several theories and
models in investigation so as effective solution can obtain. Inductive and deductive are
major two kinds of research approach and it is very important to select one appropriate
approach for conduct investigation in effective and efficient manner. For analyse
influence of technology on the customer decision making, scholar have applied deductive
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approach of research by which entire study can conduct appropriate and effective
manner. Research technique- Research system is a standout amongst the most noteworthy angle
in inquire about strategy that serves to researcher in social affair, examining and
evaluating data in successful way. With help of research procedure, researcher can
accumulate, dissect and survey data and discover arrangement (Flick, 2015). Subjective
and quantitative are significant two sorts of research procedures in the examination
strategy. For assess the impact of innovation on client basic leadership in movement and
tourism, researcher have chosen subjective research technique. Data collection- For address the accurate outcome and objective; researcher have to
focus on data collection method by which information can gather about subject. By help
of primary and secondary data collection method, scholar can gather information and find
out appropriate solution of research study. In the essential information accumulation,
examination can assemble data from essential sources, for example, study, talk with, poll,
gather exchange, contextual analysis, perception and so forth. This method serves to
researcher in social affair new data about subject (Gast and Ledford, 2014). Then again in
the optional information accumulation, researcher can assemble data from auxiliary
sources, for example, books, diary, online websites, internet websites, authors articles etc.
These secondary sources are published sources that provides secondary information about
the subject. In the present investigation, impact of digital technology on customer
decision making can assess with help of primary data collection. In this primary data
collection, scholar have organised survey from 25 customers of TUI group. Sampling- In the research methodology, sampling is very important technique by which
some group of people select for investigation. Scholar selects some group of people and
collect responds from them. In the current study, scholar have selected random sampling
method under which 25 regular customers of TUI group has been selected. On the basis
of their reviews and feedback, final solution of investigation can obtain.
 Ethical consideration- One of the major ethic is regarding relevant information about
subject (Gay, Mills and Airasian, 2011). Scholar should use relevant information about
the subject either it is primary information or secondary information. Another major ethic
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is related to plagiarism as all information in the investigation should not copy and paste
from any material.
1.5 Appropriate plan and procedure
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Design the research proposal
Construct research Aim and
Objective
Focus on rationale of study
Significance and scope of study
Critical review
Research methodology
Primary data collection
Interpretation and analysis of
information
Conclusion and recommendations
Draft submission
Modification
TASK 2
2.1 Match resources
For initiate the investigation, there are several resources that required by researcher. Time
is one of the major source through which various activities can accomplish in effective manner.
If scholar have lack of time, then it affects investigation in negative manner. In this method,
entire time can divide into smaller parts. This helps to researcher in conducting investigation in
systematic manner. Fund is another significant source that required by scholar in the
investigation for initiate study. There are various activities such as transportation, printing and
stationary, internet cost etc. For initiate all these activities, scholar required sufficient fund. Due
to lack of finance, it may create issues for initiate these activities.
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2.2 Undertake the proposed research investigation
For address this objective, researcher have selected 25 regular customers of TUI group
and take their personal email address. With help of personal email address, researcher can
maintain biasness in survey. Scholar have designed questionnaire for collect primary information
in survey. In addition to this, scholar have sent questionnaire to personal email address of 25
regular customers. This is very effective criteria to collect primary information and conduct
investigation. Following are systematic questionnaire-
1 How frequently you are purchasing services from TUI group?
 Within 6 months
 One to two year
 two to five year
 Five year above
2 Which factor mostly affect your purchasing decision in the TUI group?
 Price
 Criteria of promotion and advertisement
 Technology
 Behaviour of representatives
 Other
3 Do you consider the reviews and feedbacks of other customers on social media at the time of
purchasing product and services?
 Yes
 Can't say
 No
4 Do you use the internet and social media at the time of purchase product and services in TUI
group?
 Yes
 No
5 Does TUI have its own company profile on the internet?
 Strongly agree
 Agree
 Disagree
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 Strongly disagree
6 Does social media help you to provide accurate information about product and services?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
7 Do you agree that technological platforms aid you in selecting most appropriate item and
services in the TUI group?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
8 Why do you use social media and internet at the time of purchasing product and services?
 For identify the best product and services
 For assess relevant information about product and services
 For collect reviews and feedback of other customers
 Other
9 Do you agree that social media and other technology influence you decision of purchasing in
the TUI group?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
2.3 Record and collect information about the subject
Theme 1: Customers are purchasing services from TUI group
How frequently you are purchasing services from TUI group ? Frequency
Within 6 months 12
One to two year 8
two to five year 3
Five year above 2
Theme 2: Factor mostly affects customers purchasing decision in the TUI group
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Which factor mostly affect your purchasing decision in the TUI group ? Frequency
Price 2
Criteria of promotion and advertisement 10
Technology 9
Behavior of representatives 2
Other 1
Theme 3: Customers consider the reviews and feedbacks of other customers on social media at
the time of purchasing product and services
Do you consider the reviews and feedbacks of other customers on social
media at the time of purchasing product and services? Frequency
Yes 21
Can't say 2
No 2
Theme 4: Customers use the internet and social media at the time of purchase product and
services in TUI group
Do you use the internet and social media at the time of purchase product and
services in TUI group ? Frequency
Yes 23
No 2
Theme 5: TUI have its own company profile on the internet
Does TUI have its own company profile on the internet ? Frequency
Strongly agree 16
Agree 6
Disagree 2
Strongly disagree 1
Theme 6: Social media help customers to provide accurate information about product and
services
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