Analysing Tech Impact on TripAdvisor Operations: A Report

This research project analyzes the long-term effects of technology on the operations of TripAdvisor, a leading travel and tourism company. The project begins with an outline, specifying the aim, objectives, and scope of the research, followed by a critical review of key references on the impact of technology, service quality, and technological factors affecting the travel and tourism sector. The methodology includes positivism as a research philosophy, an inductive approach, and a descriptive research design, with qualitative research techniques. Data collection methods involve surveys, questionnaires (primary data) and analysis of newspapers and websites (secondary data). The report then explores the research process, matching resources to research questions, undertaking investigations, and collecting data. The project concludes with an evaluation of research techniques, data interpretation and analysis, recommendations for further research, and the presentation of outcomes. The analysis explores both the positive and negative impacts of technology on TripAdvisor, considering aspects like customer satisfaction, operational efficiency, and market position. The report aims to provide insights into how TripAdvisor can leverage technology effectively to achieve its business goals.

Research Project

Contents
Topic............................................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulation and recording of the project outline specification.............................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
1.2 Specification of the project....................................................................................................1
1.3 Critical review of key references...........................................................................................2
1.4 Research project specification...............................................................................................4
1.5 Appropriate plan and procedures that will help in the better planning of research...............5
TASK 2............................................................................................................................................6
2.1 Match the resources with the research questions in a very effective way.............................6
2.2 To undertake the cited research process and investigation that will help the firm to meet
the agreed specification and process............................................................................................7
2.3 Record and collect the data from the respondents.................................................................7
TASK 3............................................................................................................................................9
3.1 Appropriate research evaluation techniques with justifications............................................9
3.2 interpretation and analysis of data.......................................................................................10
3.3 Recommendation and further research areas.......................................................................17
TASK 4..........................................................................................................................................18
4.1 Presentation of outcomes.....................................................................................................18
REFERENCES..............................................................................................................................19

Topic
To analyse the long term effects on the operations of a business in a technological world :
A case study on Trip Advisor
TASK 1
1.1 Formulation and recording of the project outline specification.
Overview of the research
Living in a technological world means the involvement of an advanced and specialised
set of operations that can actually help in increasing the rate of productivity of Trip Advisor and
also can help in maximizing the overall popularity rate. Although there are various beneficial
aspects of involving technology in Trip Advisor but the same time, there are such factors as well
that throws a negative impact on the same. So, along with the positive factors, it is very
important to consider the negative ones so that they can be used as per the requirement (Arts, van
der Wal and Adams, 2015). Involvement of technology in their process can actually help Trip
Advisor in achieving a higher rate of operations and services, thus satisfying a higher number of
customers. This can help the company in achieving all the objectives. But there can be some
factors that needs to be ensured that some features can actually throw a negative impact on their
image. It is very important to consider these factors so that Trip Advisor can be able to analyse
what can act suitable and relevant enough for the company. This can help Trip Advisor to
achieve a higher rate of popularity as well as productivity (Standing, Tang-Taye and Boyer,
2014).
Aim
To analyse the long term effects on the operations of a business in a technological world :
A case study on Trip Advisor.
Objectives
 To analyse the long term impact of operating technological functions in Trip Advisor.
 To evaluate their positive as well as negative influences on Trip Advisor.
 To recommend ways of analysing the long term influence of operating functions of Trip
Advisor technologically.
1.2 Specification of the project
The topic, analysis of involvement of technological operations for a longer term has been
chosen to determine the importance of the involvement of technology in different operations of
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Trip Advisor because involvement of technology can actually make advancements in the
processes and operations. There are various specialised features that can help in an increased rate
of the speed of the operations, thus focusing on achieving all the targets and objectives at higher
rates. Although Trip Advisor is one of the leading companies but it has been observed from a
few times that the competitiveness and the market position of the company have reduced to a
huge extent. So, to analyse various aspects of technology and its impact on the operations of the
company, the topic has been chosen. Therefore, it is very important to consider the factors that
throw a positive impact on it and the ones throwing a negative impact on the same. After
analysing the same, the company can decide that which one of the following can be involved in a
way so that it can prove beneficial enough for succeeding in its goals and targets.
1.3 Critical review of key references
Impact of technology
In accordance with the views of Moutinho and Vargas-Sanchez (2018), the technologies
and technical strategies lay a very deep influence on the operations of the travel and tourism.
The implementation of the latest technology will support a good rise in the operational capability
of the firm and will supports better rise in the firm, ensuring a good growth of the operations and
various activities that are been followed by the firm. Other than this, the technical advancement
will support a good management of the actions and meeting of targeted goals and actions which
leads to a good satisfaction level of the tourist. Other than this, Xiang, Magnini and Fesenmaier
(2015) stated that IT tools and equipments and gadgets will help in moulding a good behaviour
of the tourist towards the actions and processes that are been followed by the firm. The usage of
internet for carrying out the business activities will help in suitable rise in customer satisfaction
level and provide them with good access to vivid kind of details related to services in travel and
tourism sector. Apart from this, as per the ideas of Wang, Xiang and Fesenmaier, 2016, a good
use of IT and technological tools and gadgets like smartphones have helped in effective
execution of the vivid business activities that are been taken in the thought process by the
organisation. The technological advancement will help in suitable rise in the compatibility and
hence the hand help devices are becoming an integral part of our daily life, their efficient usage
will be found in travel and tourism sector too. However, on the other hand, researchers like
Sigala, (2017) have stated that the technological advancement had led a deep impact on different
business activities, that will help in the better rise in the operational and security concerns that
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will lead to an adverse impact on the customer satisfaction level in travel and tourism sector.
Besides this, Huang and et.al., (2016), stated that, with the advancement of technology and rise
in communication in travel and tourism sector, the implication of the latest technical tools and
equipments like virtual reality can be used to have a research framework that will help in suitable
rise in the proper adoption of the high quality services and attract maximum number of tourists
or customers.
Service quality
In accordance with the views of Liu and Park, 2015, it can be said that the better rise in
the operations that will help in suitable rise in operational capability and meeting of the targeted
goals and objectivities. The usage of the latest technology will be used to get the proper handling
of the different activities that will support a good rise in customer satisfaction level. Many firms
like Tripadvisor will use their mobile app and website to get the proper rating about the location
and services that are been providing to them, helping in making it more effective and user
friendly. In association to this, Standing, Tang-Taye and Boyer, 2014, stated that the use of the
internet and advance technologies have led a deep impact on the operations on the company that
will cause the firm to develop and provide their customers with high quality product and
services. The adbance ment of technical approaches will help the business firm to be more
attentive and effective towards their customers for a longer period.
Technological factors affecting the travel and tourism sector
In accordance with the research performed by Ukpabi and Karjaluoto, 2017, the effective
use of the technology by the existing as well as potential customer base will cause the firm to
handle the busines operations that wuill support a good rise in customer satisfaction level. The
organisations working in travel and tourism will see through the better management of the
activities that will support a good rise in travel informatics. Apart from this, Kim and
Fesenmaier, 2015, the technical advancement ha helped in better rise in customer satisfaction
level. Scholars like Chung and Koo, 2015, have effectively stated that the better rise in
effectiveness of the organisation has caused the firm to gather a good information about the
needs and demands of the users or travellers. This will help in better rise in effectiveness of the
operations which will help in suitable handling of business activities and handling of the trade
activities in the market. Apart from this, the analysis of Ponte, Carvajal-Trujillo and Escobar-
Rodríguez, 2015, the usage of the latest technology will help in better growth of social media and
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other tools that will help in suitable rise in operations and effectiveness of the firm, improving
the customer's trust and satisfaction level. It will also help in better rise in revenue generation
and saves times and effort of their customers. Besides this, Wang, So and Sparks, 2017, stated
that the better management of the digital technology will help in superior growth and
development of a travel and tourism enterprise like Trip advisor. The utilization of the latest
technologies will support in good rise in the functionality of the travel and tourism firm in and
effective way on the international level.
1.4 Research project specification.
The effective research process specialization will be taken in consideration that will help
in suitable rise in the effectiveness of the organisation that will supports good rise in
effectiveness of the travel and tourism industry. To carry out the effective research process in the
influence of technological advancement of travel and tourism sector, Tripadvisor is been taken in
the consideration. In order to attain the related objectives, the research methodology that is been
followed by the organisation is as follows:
 Research philosophy: in order to understand the research objectives in a better way, the
scholar will look after the better management of the different research philosophies that
will help in suitable rise in the compatibility of the organisation. Out of two types of
research philosophy including interpretivism and positivism, for the present research
process, positivism is been used by developing the research objectives (Ukpabi and
Karjaluoto, 2017).
 Research approach: The research approach is the method that will be taken in
consideration by the firm that will help in the suitable management of the business
operations and meeting of the targeted goals and objectives that will help in the suitable
rise in the satisfaction level of customers. For the current research process, inductive
research approach is been taken in consideration that will help in suitable analysis to find
the solution of the research problems.
 Research design: the research design will help in the suitable rise in the better rise in the
conduct the effective handling of the operations that are been taken in consideration by
the firm. That will help in the suitable rise in functional capability of the organisation that
supports a good management of business activities followed by the firm (Chung and Koo,
2015). For the current research process, descriptive research design is been taken in the
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consideration that will help in better rise in the effectiveness of the organisation and
develop a good management of the operations by Trip advisor.
 Research techniques: For the current research process, the qualitative research process
is been taken in consideration that will help in the better rise in the effectiveness of the
organisation that will support a good measures of the research process. It will support a
good handling of data analysis and draw a suitable conclusion based on it (Wang, So and
Sparks, 2017).
 Data collection: for a research, the data collection process is one of the major operations
that will help in suitable rise in the effectiveness of the organisation. The data collection
process will help in gaining a good insight about the operations that will help in
developing a good rise in compatibility of the operations that are been taken in
consideration by the organisation. The primary data collection will involve the usage of
methods like surveys, questionnaire etc. while the secondary data collection will lead to
the analysis of the newspaper, websites and other knowledge sources (Ponte, Carvajal-
Trujillo and Escobar-Rodríguez, 2015).
 Sampling: it is the major part of research process as this will help in the proper
development of the insight that how many data sources are required to be analysed in
order to get the appropriate data output and thus will help in the suitable rise in the
operations which are been taken in thought process by the firm. For the current research
process, 20 respondents involving the employees or workers of Trip advisor are been
taken in consideration.
1.5 Appropriate plan and procedures that will help in the better planning of research.
Effective planning of the operations will be taken in consideration that will supports good
rise in the effectiveness of the operations and will help the cited travel and tourism entity to plan
its procedures and activities that will help in effective management of business operations that
will support a good management of business operations which are been taken in effective
consideration by the enterprise (Park and Nicolau, 2015). The effective planning of the various
research procedures that are been taken in consideration are:
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
5

Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources
Examination of the collected data
Interpretation of collected information
to generate expected results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
TASK 2
2.1 Match the resources with the research questions in a very effective way.
The data investigator will look after the better handling of the different operations that
will help in suitable management of the operations that will help in suitable rise in the effective
growth and development of the organisation (Mason, 2015). As the researcher will look after the
better handling of the data that is been collected using the questionnaire. Besides this, the data
investigator will see through the finishing of the targeted goals and operations in a better way in
the stipulated time frame. The research person has divided the operations into the time duration
of 16 weeks that will help the organisation to fulfil its targeted goals and objectives. Other than
this, he will look after the effective distribution of different resources within the firm in a very
effective manner among the respondents of the research process (Schegg and Stangl, 2017).
2.2 To undertake the cited research process and investigation that will help the firm to meet the
agreed specification and process.
In order to gain a good insight of the operations that are been taken in the organisation,
the researcher will look after the better rise in the effective maintaining of the operations that will
support a good rise in the effectiveness of the organisation. To carry out the research process and
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investigative process in a very effective way, the data investigator will look after the better rise
in the operations which will support a good handling of the business activities (Tigre Moura,
Gnoth and Deans, 2015). He will interact with them face to face in order to provide them with
questionnaire and collect the desired data to get the investigation done and obtain the appropriate
data outcome (Xiang and et.al., 2015).
2.3 Record and collect the data from the respondents
Theme 1: mode of usage of service
How do you use the services of Trip advisor? Frequency
Website 14
Mobile App 6
Total 20
Theme 2: Impact of technology on company
Do you feel that the operations of trip advisors are been affected by
the technology?
Frequency
Yes 16
No 4
Total 20
Theme 3: Type of impact
Which type of impact do you think technology has on Trip Advisor? Frequency
Positive 18
Negative 2
Total 20
Theme 3: Long term impact on organisation
7

What long term impact do Trip advisor have from technical
advancement?
Frequency
 Improve in effectiveness 10
 developing a good relationship 3
 generating the good revenue 2
 saves time and effort 1
 effective utilization of resources 1
 All the above 2
Total 20
Theme 4: Is the technology beneficial for company
Do you feel that the operations of trip advisors are been affected by
the technology?
Frequency
Yes 18
No 2
Total 20
Theme 5: Improvement in customer satisfaction level
Do you think technology has improved the satisfaction level of the
customers?
Frequency
Yes 16
No 4
Total 20
Theme 6: Improvement in company's performance
8

Are you agreeing that technology has improved company's
performance?
Frequency
Highly Agree 15
Agree 1
Neutral 1
Disagree 1
Highly Disagree 1
Total 20
Theme 7: Technology used at the firm for customers
Which technology can be used by Trip advisor to attract its
customers?
Frequency
 Online payment 12
 Geo location 2
 Management of inventory of tourists 3
 Real time updates of accommodation facility 3
Total 20
TASK 3
3.1 Appropriate research evaluation techniques with justifications
In order to gatherer the data from the formative sources, researcher will use the formative
or summative measures are been taken in the firm. The formative research will be used if the
research is meant to be carried out on regular basis while on summative level, the result is been
developed after the entire investigation (Sharpley, 2018). For the current research process
formative research evaluation is been used to ensure the data validity and reliability.
3.2 interpretation and analysis of data.
Theme 1: mode of usage of service
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Interpretation: On the basis of the research process that is been carried out by the Tour and
travel organisation, Trip advisor, it can be said that out of the 20 respondents that are been
analysed, it can be said that 14 candidates said that they prefer using the website of the company
to gain a good idea about the services and other facilities that are been offered by the
organisation. While on the other hand, 6 respondents said that they prefer the means of mobile
app to access the services that are been offered by the organisation.
Theme 2: Impact of technology on company
10
Website Mobile App
0
2
4
6
8
10
12
14
16
Column B

Interpretation: On the basis of the research and data analysis performed in the firm it can be
said that among the 20 respondents of the research process at Trip advisor, 18 candidates feel
that use of technology have led the positive impact on the operation of the company while only 2
candidates feel that the utilization of digital technology had laid a negative impact on the
operations of the cited travel and tourism enterprise. Hence, it can be said that the usage of the
digital technology is had laid the positive impact on the operations of the firm.
Theme 3: Long term impact on organisation
11
Yes
No

Interpretation: On the basis of the data analysis that is been carried out by the researcher, it can
be said that among the 20 candidates that have participated in the data analysis process, 10
candidates said that usage of technology has helped in the improvement of the effectiveness of
the firm while 3 candidates feel that it has helped in developing good relationship in market. 1-1
respondent says that it helps in effectively saving of time and efforts as well as the better usage
of resources respectively while each of 2-2 candidates responded to the fact that it facilitate
generation of good amount of revenue and facilitate all of the functions. Thus, on the basis of
research, it can be said that technical usage helps in improving the effectiveness of the firm.
Theme 4: Is the technology beneficial for company
12
Improve in effectiveness
developing a good relationship
generating the good revenue
saves time and effort
effective utilization of
resources
All the above

Interpretation: On the basis of the data analysis that is been performed at cited tours and travels
entity, Trip advisor, it can be said that out of the 20 respondents at the company, about 18 agrees
to the fact that technology usage is beneficial for the company while only 2 candidates don’t
found the digital technology in favour of the organisation. From this fact, it can be said that
technology is beneficial for the firm.
13
Yes No
0
2
4
6
8
10
12
14
16
18
20
Column B

Theme 5: Improvement in customer satisfaction level
14

Interpretation: The data collected from the data analysis at the cited travel and tourism
enterprise has depicted that among the 20 candidates participated in the research process at the
Trip Advisor, 16 believes that technical utilization has helped in the effective handling of the
operations and improving the customer satisfaction level in a better way. While 4 of the
candidates said that it is not so beneficial in improving the customer satisfaction level.
15
Yes
No

Theme 6: Improvement in company's performance
Interpretation: when asked about their views on the improvement of the operations using the
technical advancement tools, out of the 20 respondents that are been chosen by the firm, 15
candidates are highly agreed to the fact that it improves the functional capacity of the firm.
While, 1 candidate each responded to agree, neutral, highly disagree and disagree. From this
response, it can be anticipated that technical advancement is beneficial for the organisation to
improve its core compatibility and performance in market.
16
Highly Agree
Agree
Neutral
Disagree
Highly Disagree

Theme 7: Technology used at the firm for customers
Interpretation: From the research conducted at the travel and tourism enterprise, Trip advisor,
in which 20 respondents have participated, it can be anticipated that out of all the candidates in
the research process, 12 favoured the use of online payment to improve the business performance
while 2 candidates favoured the usage of the geo location services by the firm. On the other
hand, 3-3 candidates each responded to the favour of management of the tourist’s inventory and
providing of the real time accommodation facility by the cited enterprise.
3.3 Recommendation and further research areas
This is to recommend Trip advisor about some effective technical considerations to
further involve them into their undertaken functional areas. For this, it is important for the
business to undertake a procedural approach by implementing the technical plan that tends to
define the industrial necessities of the business. This however depends upon the nature and the
adopted processes of the business which is important to further select an effective technical
measure (Arts, van der Wal and Adams, 2015). This is basically to accelerate the undertaken
work procedures by enabling a better and smooth flow of communication among the employees
as well as the employers. It could be anything and can begin from proposing the development of
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Online payment
geolocation
management of inventory of
tourists
real time updates of
accommodation facility

a new product to its complete devising, starting from its development to production, distribution
and selling or marketing, etc. For which, it is important to apply effective technical measures that
involves some below recommended measures-
 Defining clear strategies along with their specific set of requirements- For this, it is
important for Trip advisor to clearly understand the need of bringing change before
adopting a new technology. This also needs them to determine the way in which a
successful change can be adopted by the cited firm (Fitzgerald, Kruschwitz and Welch,
2014).
 Providing training to the employees in order to teach them a proper implementation of the
undertaken technical measures- It is with a prime goal of understanding the changes that
are needed to be adopted and get into a tech based culture with effectively adaptive
measures.
 Thinking about the future eventualities with a special consideration of identifying any
likely risks- This is basically to ensure a successful implementation of technical
adaptations at the workplace by adopting a procedural approach. It will involve a process
of investigating the market, planning as per the identified need of change, implementation
and evaluation to determine the effectiveness of the chosen or applied measure.
On considering the areas of future investigation, it can be said that the quoted entity can in
future refer to research onto some specific areas of digitalization. This is for instance to assess
the impact of any particularly chosen method onto the business activity (Hutchison and
Woodward, 2014). It can involve the areas of marketing with use of social media tools,
enhancing customer services with technical measures and improve the sense of loyalty as well as
the brand image of the establishment, etc. Such specifically chosen topic will assist the enterprise
to get apparent results with effective outcomes at the end.
TASK 4
4.1 Presentation of outcomes
Covered in Poster
18

REFERENCES
Books and journals
Standing, C., Tang-Taye, J.P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing, 31(1),
pp.82-113.
Ukpabi, D.C. and Karjaluoto, H., 2017. Consumers’ acceptance of information and
communications technology in tourism: A review. Telematics and Informatics, 34(5),
pp.618-644.
Kim, J. and Fesenmaier, D.R., 2015. Measuring emotions in real time: Implications for tourism
experience design. Journal of Travel Research, 54(4), pp.419-429.
Chung, N. and Koo, C., 2015. The use of social media in travel information search. Telematics
and Informatics, 32(2), pp.215-229.
Ponte, E.B., Carvajal-Trujillo, E. and Escobar-Rodríguez, T., 2015. Influence of trust and
perceived value on the intention to purchase travel online: Integrating the effects of
assurance on trust antecedents. Tourism Management, 47, pp.286-302.
Wang, Y., So, K.K.F. and Sparks, B.A., 2017. Technology readiness and customer satisfaction
with travel technologies: a cross-country investigation. Journal of Travel
Research, 56(5), pp.563-577.
Park, S. and Nicolau, J.L., 2015. Asymmetric effects of online consumer reviews. Annals of
Tourism Research, 50, pp.67-83.
Mason, P., 2015. Tourism impacts, planning and management. Routledge.
Schegg, R. and Stangl, B., 2017, January. Information and Communication Technologies in
Tourism 2017. In Proceedings of the International Conference in Rome, Italy.
Tigre Moura, F., Gnoth, J. and Deans, K.R., 2015. Localizing cultural values on tourism
destination websites: The effects on users’ willingness to travel and destination
image. Journal of Travel Research, 54(4), pp.528-542.
Sharpley, R., 2018. Tourism, tourists and society. Routledge.
Wang, X. and et.al., 2016. How smart is your tourist attraction?: Measuring tourist preferences of
smart tourism attractions via a FCEM-AHP and IPA approach. Tourism Management, 54,
pp.309-320.
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Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts,
influences and opportunities. Current Issues in Tourism, 17(10), pp.872-909.
Xiang, Z. and et.al., 2015. Adapting to the internet: trends in travelers’ use of the web for trip
planning. Journal of Travel Research, 54(4), pp.511-527.
Arts, K., van der Wal, R. and Adams, W. M., 2015. Digital technology and the conservation of
nature. Ambio. 44(4). pp.661-673.
Fitzgerald, M., Kruschwitz, N. and Welch, M., 2014. Embracing digital technology: A new
strategic imperative. MIT sloan management review. 55(2). p.1.
Hutchison, A. and Woodward, L., 2014. A planning cycle for integrating digital technology into
literacy instruction. The Reading Teacher. 67(6). pp.455-464.
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Questionnaire
Name:
Gender:
Contact:
How do you use the services of Trip advisor?
 Website
 Mobile App
Do you feel that the operations of trip advisors are been affected by the technology?
 Yes
 No
Which type of impact do you think technology has on Trip Advisor?
 Positive
 Negative
What long term impact do Trip advisor have from technical advancement?
 Improve in effectiveness
 developing a good relationship
 generating the good revenue
 saves time and effort
 effective utilization of resources
 All the above
Is use of technology beneficial for the organisation in a long term?
 Yes
 No
Do you think technology has improved the satisfaction level of the customers?
 Yes
 No
Are you agree that technology has improved company's performance?
 Highly agree
 Agree
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 Neutral
 Disagree
 Highly disagree
Which technology can be used by Trip advisor to attract its customers?
 Online payment
 geolocation
 management of inventory of tourists
 real time updates of accommodation facility
Any recommendations
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