Impact of Technology on Consumer Decisions at Thomas Cook

This report analyzes the impact of technology on consumer decision-making processes within Thomas Cook, a travel and tourism company. The study employs a qualitative research approach, gathering data through employee analysis to assess the role of technology in enhancing consumer experiences. Key themes include the importance of technology in the travel sector, its influence on consumer decisions, and the potential to increase operational efficiency and customer satisfaction. The report highlights the benefits of implementing digital tools, such as websites and applications, to promote services, provide customer support, and offer personalized recommendations. Recommendations include strategies for Thomas Cook to leverage technology effectively, considering employee training and the integration of features like discounts and offers to improve the overall consumer decision-making process. The study concludes that strategic technology integration can significantly boost customer satisfaction, productivity, and market competitiveness for Thomas Cook.

Research Objectives
 To determine the importance of technology in travel and tourism sector
 To analyze the relationship between technology and consumer decision
making process
 To recommend ways of evaluating the influence of technology on consumer
decision making in Thomas Cook
Research Methodology
Research approach- Deductive
Research approach- Qualitative
Data collection- Primary
Aim- To analyze the impact of technology on improving consumer decision making in Thomas Cook
Theme 4: Involving technology in Thomas Cook can be
able to satisfy the customers.
Interpretation: As per the analysis made, it has been
observed that 14 employees of the company think that if
technology is implemented by Thomas Cook, then it can
be able to provide satisfaction to the customers because
they can be able to get a variety of options to choose from.
Three other employees also think the same. It is because
by promoting their videos etc. On different social channels,
the tourists will be able o make a beer analysis of the same.
One employee is confused enough as they are not sure
whether it can be able to satisfy the customers or not. One
employee disagrees to the fact that digital technology will
be able to satisfy the customers just like another employee
of the Thomas Cook.
Recommendations
Some factors that Thomas Cook can ensure while
involving the technology for providing tourists an effective and
appropriate decision making process are discussed as below:
 Thomas Cook can ensure involving proper ways such as
implementing their applications and websites in order to
promote their services effectively.
 I will help the consumers to decide easily that what place
to chose and on what basis.
 Thomas Cook can also involve various offers and
discounts for the tourists because when they will visit
various websites for planning which place and services to
choose, then these discounts and offers play an important
role in attracting a huge amount of tourists.
 Thus, the feature can also increase their productivity along
with the popularity (Baka, 2016).
 Also, as the concept will be new for employees as well,
thus, Thomas Cook can ensure give some time to the
employees itself about the use of technology because it is
obvious that they will be requiring some time to get aware
of the implementation of the technology that how it can be
used in the company in promoting their products and
services in a way that the customers can get attracted to it,
thus making their decision making of the service easy
enough.
 By these ways, Thomas Cook can ensure achieving the
satisfaction of the customers to a high extent and this will
further help them in getting an increased rate of popularity
as well as productivity.
Theme 5: Technology will help in the overall
consumer decision making process.
Interpretation: As per the analysis made, it has been
observed that the technology can actually help tourists in
an effective decision making process because when
Thomas cook will be able to promote their services in an
appropriate way such as by the means of videos,
customers will be able to decide and plan better. One
other employee also thinks the same. Two employees are
neural as he are confused of the fact ha whether he
involvement of technology will be able to improve he
consumer decision making process or not. One employee
disagrees to the fact just like the other three employees
because they think that it cannot throw an impact on the
consumer decision making process.
Theme 1 : There is actually the requirement
of technology in Thomas Cook
Interpretation: After the analysis has been made, it has been observed
that 12 employees of Thomas Cook think that there is actually the
requirement of technology in the company because there is a higher
level of competitiveness in the market, so a well promotion of the
services of the company can help in attracting a higher number of
customers. Two employees also think the same. Two employees are
neutral as they are confused of the fact that whether there is a need of
technology or not. One employee disagrees to the fact as they think that
there is no need of technology in the Thomas Cook because they think
that they can continue their operations as this way also. Three other
employees also strongly disagrees to the fact that there is any
requirement of technology in Thomas Cook.
Theme 2: Involving technology can bring
advancements in Thomas Cook
Interpretation: As per the analysis made, 13 employees of
Thomas Cook think that if Thomas Cook involves technology in
their processes and operations, then it can actually help them in
achieving various achievements because by these means, the
company will be able to promote their services in an appropriate
way, thus, helping Thomas Cook to achieve more
advancements. Two employees of company also think the same
that it can actually help in bringing advancements in the
operations and processes of the company. One employee is
neutral as they are confused of the fact that whether it will help
Thomas Cook or not. Two employees of the company do not
think that the involvement of digital technology in the
operations for Thomas Cook Just like the two employees, other
two employees also think the same ha involving digital
technology won’t help Thomas Cook.
Theme 3: Involvement of technology can increase the speed of
operations of Thomas Cook
Interpretation: As per the analysis made, 12 employees of Thomas
Cook think that involving digital technology in the company will be able
to speed up the processes and operations of the company.Three
employees of company also think the same that technology can actually
maximize the rate of the operations, thus, Thomas Cook can get a better
rate of productivity. Two employees of company are neural as they are
confused of the fact that whether the technology will be able to speed up
the operations or not. One employee disagrees to the fact as they think
that the technology won’t be able to increase the rate of operations of
Thomas Cook just like the other two employees.
Overview
Involving different aspects of digital technology in the travel and tourism sector can
be classified useful enough because it can help in increasing the rate of the
operations. It plays a very effective role in the consumer decision making process
as well. The process of consumer decision making involves the ways by which they
can gather information about the services and ways for booking, investigating about
some place, etc. Also, by the means of technology, tourists can evaluate the
effectiveness and other specific factors of different tourist places. On the basis of
that, they can make further decisions