Researching the Influence of Technology in Travel and Tourism

This research report investigates the influence of technology on the travel and tourism sector, focusing on how technological advancements impact business operations and customer behavior. It examines the shift from traditional business approaches to digital strategies, the role of stakeholders in utilizing technology, and the importance of digital technology for customers. The study uses research questions to understand industry requirements and the contribution of technology to enhance customer control and profitability. It reviews the literature on customer decision-making, media influence, and the use of social media in the travel sector, highlighting the importance of online presence and digital marketing. The report also covers data collection techniques, research methodologies, and evaluation techniques to assess the effectiveness of technology in meeting business scalability and quality goals, ultimately aiming to identify new opportunities for competitive advantage and customer market control. The research concludes with recommendations and areas for further consideration, emphasizing the critical role of technology in shaping the future of the travel and tourism industry.

Research Project- The Influence of
Technology in the Travel and Tourism
Sector

TABLE OF CONTENTS
Task 1...........................................................................................................................................................1
1.1 Formulate and record possible research project outline specifications.............................................1
1.2 Identify the factors that contribute to the process of research project selection................................3
1.3 Undertake a critical review of key references...................................................................................4
1.4 Produce a research project specification............................................................................................6
1.5 Provide an appropriate plan and procedures for the agreed research specification...........................8
Task 2.........................................................................................................................................................10
2.1 Match resources efficiently to the research question or hypothesis................................................10
2.2 Undertake the proposed research investigation in accordance with the agreed specification and
procedures..............................................................................................................................................10
2.3 Record and collate relevant data where appropriate........................................................................11
Task 3.........................................................................................................................................................14
3.1 Use appropriate ‘research evaluation techniques’. Which types of evaluation (formative or
summative) is more appropriate for your research? Why?....................................................................14
3.2 Interpret and analyze the results in terms of the original research specification.............................15
3.3. Make recommendations and justify areas for further consideration..............................................27
Task 4.........................................................................................................................................................28
4.1 Use an agreed format and appropriate media to present the outcome of the research....................28
References..................................................................................................................................................29

LIST OF TABLES
Table 1: Gantt chart.....................................................................................................................................8
Table 2: Questionnaire form......................................................................................................................11

Task 1
1.1 Formulate and record possible research project outline specifications
Introduction
Travel industry is the most growing sector that contributes effectively national economy. However, the
increasing competition and customer demands have introduced new trends and approaches to rule the
market. The organizations have to move from the traditional approaches of the business to attain more
competitive benefits and sustainability. The technological advancements have impacted the ways
customers purchase the products and the organizations achieve the maximum profitability (Xiang et.al.
2015). Technological changes also impact travel and tourism sector to reach the customers and to
monitor the market for the profit directions. The current study will majorly focus on the technological
advancements and influences on travel industry. This section will include research background together
with the objectives and purposes set to meet the standards of travel industry. According to the latest
trend, the use of internet has the important main role in development and growth of TT sector.
Research background
The backbone of the travel industry is optimization of the cost and time to meet the customer orders and
deliver more quality in the services to engage them in business. For effective communication and
management of the organization, digital technology is very supportive. Travel and tourism sector is
making use of technology to engage the customers and employees in business for more effective
decision making and operations. Internet technology has enabled to make the order process and
payments simple and secure. Also, sensors are being used to track the location and monitor the security
of the people during the travel in effective manner. But new technology implementations also involve
risks that lead to uncertainties, system failure and enhanced expenditure etc (Chung and Koo, 2015).
Thus it is crucial for the industry to first have a look on challenges and difficulties and then implement
the same to meet the higher advancements. Further, communication and management also helps in
storing and collection of data in easier manner.
1

Aims and objectives
Aim
The report has aim to assess the influence of technology in travel and tourism sector so that customers
can be engaged and managed with the business whereas quality and performance of the internal
operations can be boosted.
Objectives
 To determine the technological factors those can drive the positively to achieve the growth and
scalability.
 To determine the influence of the technological advancements on the business operations and the
customer purchase behaviour.
 To identify the ways in which traditional approaches of business are diverted with new digital
strategies (Robinson et.al. 2016)
 To understand the stakeholders those can utilize the technology and support the business.
Research question and hypothesis
It is essential to formulate the research through the questions as it can help to understand the industry
requirements and the contribution of the technology to achieve effective control on the customers to
increase profitability. The below are the questions that are dependent on the research objective:
 Discuss the importance of digital technology for the customers during the travel to desired
location?
 What are traveller’s opinions in concern with digital technology and how it influences to select
the specific tour package?
 How internet technology has enabled the business operations aligned to customer demands and
market trends?
 How the organizations can grow with technology to improve quality of the services?
Research rationale
The organizations in the travel and tourism sector has achieved effective growth due to the use of the
technology as it has helped to bridge the gap between the organization and the customers to design the
2

desired packages. Customers are more close to the organization to meet their goals and objectives
regarding travelling whereas the organizations are also capable to analyze the market trends in effective
time. In the last few years, high growth in the TT sector has been seen that is greatly beneficial to
countries economic situations. Tourists are the major assets that escalate the TT sector growth (Baum
et.al. 2016). Due to this it is important to assess the influence of technology adoption for making the
decisions in both negative and positive way. Communication and media technology is crucial to
influence the business operations. The research has primary focus on the influence of the technology in
the decision making of the customers during purchase and service utilization in travel and tourism
sector. The research can help to determine the potentials of technology to meet business scalability and
quality goals and determine new scope to achieve competitive benefits and control on customer market.
1.2 Identify the factors that contribute to the process of research project selection
Data collection techniques are the main contribution to the research selection project. The experimental
and descriptive approaches of the research are few of the factors that take part in the research project in
conducting the suitable research. The review of literature is highly focused on the study topic and will
review the advantages and limitations of the technology in TT sector (Sekaran and Bougie, 2016).
Together with the literature review, research methodologies are discussed in detail along with the aims
and objectives; research rationale has also been included to get the good overview of the research topic.
Furthermore, various techniques and approaches along with the research project selection supports in
analyzing and identifying the customer level of satisfaction so that useful relationship can be developed
with the customers for the growth of future as well. The most crucial is to follow the business activities
according to the procedures but it also increases the customer services that will greatly support the
retaining of new and current customers. The useful customer services are very much important to meet
the tourist attention and it is important as well to increase the development and growth of the tourists.
Consumer decision making in TT sector is majorly defined with respect to buying power of customers.
Product and service selection must be done according to the quality, price and other factors that impact
the external and internal elements along with serving services and products (O'Leary, 2017). However,
product and service intangibility is to be concern in the process of research. Together with the main
influences of products, the climatic and seasonal fluctuations impact the decision making of the
customers for buying the tour package.
3

1.3 Undertake a critical review of key references
Customer decision making in travelling
According to Hernández-Méndez et.al (2015), the travel sector is the most growing sector in the world
as it involves the complex structure that directly influences the economy and GDP of the country.
According to the statistical data, 9% contribution in the GDP is shown and it also offers approx 200
million employment growth opportunities to the individuals. Increase in number of overseas tourists is
also been observed across the globe which has majorly achieved the milestone for the travel sector.
Tourist plays the crucial role in the growth development of the sector and they also need to fulfill the
demand with respect to tangible and intangible products. The author also identified that the technology
is now a day integral part of the business to meet the competitive benefits. According to author, online
booking, vehicle monitoring and payment system has simplified the business operations and involving
the customers with business in more effective manner.
Media importance to meet the satisfaction of stakeholders
From the research, it is determined that travelers relied on the various digital sources to investigate for
most suitable destination. For example: Through the current survey, it is determined that around 80% of
the public uses the laptops and computers and mobile devices to see the destinations and feedbacks of
the past experience of the consumers who has visited the destination prior.
Dedeoğlu et.al (2015) has determined that the computers use and laptops is reduced in comparison to
smart phones as it is easy to access anywhere and can be carried everywhere. Smart phones and tablets
are used for the reservations and bookings along with that it allow the prospective traveler to search for
the destination which is unknown to them. Thus to give the facilities to the customers it is crucial for the
travel sector to adopt the technology advancement for their long terms sustainability. Further, they must
also focus on the website improvement along with offering the compatibility related to smart phones so
as to easily access the information related to various services and products that are being offered.
From the few surveys it is been identified that 4 out of 1 traveler uses the mobile devices for planning
the holidays and the booking the same. The reason for this is that it has high influence of videos that are
shown on YouTube for the destinations as around 51% of the prospective buyer make decisions based
on YouTube videos. The businesses of the travel industry are also raised from 65% to 69% in the 2012.
The videos of travelling also support the travelers to assess the destination beauty together with the
4

attractive places and the activities that are performed their as fares etc. Thus, it can be said that attractive
videos and images are highly recommended to the tour operators to show on their websites to attract the
customers.
Zeng and Gerritsen, (2014) stated, for having suitable understanding in traveler’s behavior and gestures
investigation was carried out by the famous research firm by Google. Research shows that around 6500
participants only 150 were the prospective travelers which hold the income of more than 250K in dollars
and 1500 business travelers and rest travel for leisure purposes. The research was dependent on the
demographic profiles of 20 minutes survey which shows that respondents were from the age group 20 to
50 years. The research basic requirement is that individual shall have travel at least one time for the
leisure activities and three times for the business and should have citizenship of US.
Latest media technology in TT sector has assured better communication for sharing the information
related to new services and products. Media technology communication with the support of latest digital
technology and has made stronger customer relations. Social media is the popular medium that enabled
internet platforms to collect the customer information before purchasing (Suhartanto and Triyuni, 2016).
The social media platform such as Twitter, Facebook, Instagram and Google etc gives the information in
the efficient way to have consistent expansion. Thus, it is highly suggested to the TT industry to use the
media marketing for effective growth of the industry. But with that social media also includes cyber
terrorism for which latest steps must be carried out to assure the system in the security.
However, several steps includes making of decisions and estimations in relation with motivation,
determination and other substitutes that are importantly assessed for consumption and selection purposes
to value the buying behavior of customers in TT industry.
Impact of media on decision making of tourists
According to Jones et.al (2016), web based plays the crucial role for making the decisions by the
tourists. It is important as 60% of the tourist basically relied on the advertisement in several platforms of
internet. In the era of technology, customers have to move smartly and can have the access on the deals
related to the holiday packages on the several websites to use the benefits at the most affordable prices
without any compromises in features and quality. The existing research shows that the consumers are
well aware with all the offered options in context with travel sector by using the data on the sources of
internet. The extent of travellers from the research has been determined that more concentration is on
5

holiday planning that will also include transportation, accommodation, food and other services. Further,
around 70% travellers can navigate prior to final their bookings to assure about all the needed benefits at
reasonable prices.
1.4 Produce a research project specification
The present report will concern about the service quality and business environment to retain the
customers in the business and attract new customers through the proper utilization and integration of the
technology. The main purpose of the research is to identify the customer purchase behaviour with
business in association with technological advancement. Positive etiquettes and working patterns of the
employees can impact the quality of service in the positive way.
Objectives
The research project has objectives to identify the influence of the technology on the customer
purchasing behaviour in travel and tourism sector and how the organizations can make the sustainable
changes in traditional business approaches to meet competitive benefits.
Background
The research in based on the concept that technological advancement has influenced the business to
meet their goals and reshaped the business approaches. The research is being carried out to understand
the business practices, customer purchase behaviour and organizational management and how all these
functions are aligned to technological integration. The research has goal to identify the ways in which
technology has influences the strategic decision making process.
Scope
Description: The research project will use the historical data on the travel and tourism and emergence
of the technology in business to understand the relationship and influences. It will use published data as
well as experiences to determine the influences on the business practices.
Coverage: The project will cover several questions are structured to determine the answer of the
questions those can be further analyzed to meet the business goals and objectives with the use of
technology. It covers the factors and subjects related to the technological implementation for effective
growth and scalability. The research project will answer following questions:
6

 How travel and tourism sector reshaped or influenced with the internet services and online web
portals for booking, payment and awareness of the tour packages and destinations?
 How customers are using the technology to identify the most suitable and effective product or
service?
 What are factors influencing the organization in decision making for strategic growth?
 What are major financial factors on the business with adoption of the technology?
 How the practices and cost can be utilized to reshape the business according to market trends?
It will also include the considerations of:
 Methods to accomplish the research
 Data samples that can be used to analyze the customer opinions
 Factors of technological implementations influencing business practices, outcomes or quality.
Method
Investigation is generally connected with the logical and theoretical researches that encompass both
quantitative and qualitative research. The research is dependent on assessment of numerical information
which is gathered through the quantitative research type (Brace, 2018). On the other side, data collected
from books and journals are called as qualitative research type. Both the type gathers structured semi-
structured and unstructured information which is sequentially studied in order to have the effective
conclusions.
Sampling techniques
A sample can be referred as choosing the random units from the entire universe to have analyzed on the
views and opinions. The size of the sample shall be chosen in such way that when the information is
gathered reliable results can be drawn. However it shall not be too big that data filtration become hectic
and it shall not also be too small that even true results cannot be given. Thus effective results show the
reliability and accuracy in the sample size selection and are dependent on several approaches of data
gatherings.
Data collection technique
7

The two data collection techniques are primary and secondary data collection that can be used by the
researcher as per their requirements. Primary data collection is basically dependent on the information
collection through questionnaires and surveys, mails and web based interviews (Robson and McCartan,
2016). The information from such method is highly reliable and efficient and the investigator has to
assess the issues to meet the purposes of the research. Secondary data collection on the others side, is
dependent on the data collection from several sources that encompass government surveys, databases,
articles and many more. But more reliability is ensured in primary data collection as information from
direct resources may be at few times being inaccurate and reliable.
Data analysis methods
The process includes data analysis to draw the appropriate and systematic summary. The data is
analysed which is being collected from the primary sources according to the designed questions and
hypothesis. Thus the main concentration of the researcher is on quantitative data collection to have the
reliable research.
Ethical considerations
Prior to conduct of research, the interest of the participants must be ensured. It is crucial for the
investigator to carry out the research in considering ethics with context to data collection even if it out of
way as per the hypothesis introduced (Veal, 2017). Furthermore, research shall be carried out in the
polite with following all the etiquettes that are necessary to be presented in human being.
1.5 Provide an appropriate plan and procedures for the agreed research specification
The research plan shall be shown through the preparation of Gantt chart which is shown below:-
Table 1: Gantt chart
Activities/
Schedule
Month 1st Month 2nd Month 3rd Month 4th Month 6th Month 7th
Conceptualizatio
n of the project
Requirement
gathering
8

Method selection
for research
Determining
technological
advancements
Analyzing current
business structure
and scope
Analysing
influences on
business
Future scope with
project
Ethical
considerations
Documentation
Project closure
9