Research Project: Impact of Technology on Tourism Consumer Attitudes

This report investigates the impact of technology on consumer purchasing attitudes within the travel and tourism sector. It highlights the increasing role of the internet and social media platforms in influencing consumer behavior, particularly in online booking. The research explores how technology...Read More

RESEARCH PROJECT

Table of Contents
INTRODUCTION................................................................................................................................2
TASK 1..............................................................................................................................................3
1.1 RESEARCH PROJECT OUTLINE SPECIFICATIONS.....................................................................3
1.2 FACTORS THAT CONTRIBUTE TO THE PROCESS OF RESEARCH PROJECT SELECTION...........6
1.3 CRITICAL REVIEW...................................................................................................................8
1.4 RESEARCH PROJECT SPECIFICATION......................................................................................9
1.5 APPROPRIATE PLAN AND PROCEDURES FOR THE AGREED RESEARCH SPECIFICATION.....11
REFERENCES...................................................................................................................................12
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INTRODUCTION
The range of travel and tourism sector has been enlarged in the recent time and there are
several areas of the business which have been analysed. Technology plays a potential role in
the development of the travel and tourism sector. There are various kinds of operations in the
travel and tourism sector which have been enhanced and achieve high efficiency by the
utilization of technology. This report has been conducted in order to assess the impact of
technology on the travel and tourism sector effectively. The prime area where the impact of
technology could be observed is the online booking in the travel and tourism sector. The
customers are booking their tickets through the online platform as it saves time (Ioanăs and
Stoica, 2014). Moreover, the customers could easily access the web portals of the travel and
tourism companies so that the tour packages provided by them could be assessed by them. An
option of feedback is provided by the travel and tourism companies in order to evaluate the
weak areas regarding the products and services that are provided by them.
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TASK 1
1.1 RESEARCH PROJECT OUTLINE SPECIFICATIONS
TITLE – IMPACT OF TECHNOLOGY ON THE PURCHASING ATTITUDE OF THE CONSUMERS
INTRODUCTION
The prime application of the technology in the recent time could be observed in form of
internet. It is the major element that helps in building healthy communication and also eases
the functions of the travel and tourism sector. There were traditional methods which were
utilized in the operations and functioning of the sector but they are transformed with the
advanced technology at the huge level. The consumers are connected with the travel and
tourism companies due to the healthy communication. A substantial advancement has been
observed in the communicational technologies which improve the internet tools that further
help in the marketing and promotion of the travel and tourism companies (Solomon, et al.
2014). The advertisement and campaigns of travel and tourism companies have been promoted
on the social media platforms so that the attention of customers could be gained at large scale.
There are different social media platforms which have been introduced in the recent time that
are impacting the purchasing attitude of the consumer at large scale. The regular influence of
social media platforms possesses certain effect on the behaviour and attitude of the consumers.
The communication developed through the social media platforms result in different situations
(Akar and Topçu, 2011). It is observed that the major people are using Facebook, Twitter,
Instagram, and MySpace in order to share their travel pictures and experiences. In addition to
this, the travel and tourism companies are also utilizing this facility by conducting attractive
marketing and promotion of their products and services which further gain the huge attention
of the consumers. The other method through which the promotion of companies is conducted
is known as Word of Mouth when a person shares the travel experience and perspective to
other people (Rishika, et al. 2013). Further, the social media platform has been developed at
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the huge level in terms of marketing which possess a substantial influence on the consumer's
behaviour and attitude regarding travel and tourism sector.
It has been evident from various researchers that that technology possesses a certain impact on
the purchasing attitude of the consumers. The decision-making regarding the travel and
tourism sector has been the influenced due to the technological factors. Also, the travel and
tourism companies are utilizing those factors in order to conduct effective marketing.
RESEARCH QUESTIONS
This research study will be relying on certain research questions which will help in
accomplishing the objectives.
 To what extent, the influence of technological factors is observed in the travel and
tourism sector?
 The travel and tourism companies are benefitted by the utilization of advanced
technology in business?
 Did utilization of technology in the travel and tourism sector is beneficial or harmful to
the consumers?
AIMS AND OBJECTIVES
This research has been focusing on analysing the impact of technology on the purchasing
behaviour of the consumers, for instance, the trend of online booking has been increased in the
recent time. There are certain journals which would be scrutinized so that required information
and understanding could be gained for the research study. In addition, the knowledge and
understanding acquired will be used in different areas (Parra-López, et al. 2011). The other
application of technology is social media platforms which play a major role in building
communication between the company and the consumers.
The research study has been based on certain objectives regarding the impact of technology on
the purchasing attitude of consumers.
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 Assess the behaviour and attitude of the consumers about the purchasing of travel and
tourism products and services by the social media platforms.
 Evaluating the impact of technological factors on the attitude and perspective of the
consumers.
 Analysing the responses of respondents about the travel and tourism sector.
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1.2 FACTORS THAT CONTRIBUTE TO THE PROCESS OF RESEARCH
PROJECT SELECTION
PROJECT SELECTION
The topic selection process is an important step for the research because it is the prime
foundation for the research. It will be done by acquiring adequate information in order to fulfil
the goals of the research. The technological factors have been influencing the purchasing
attitude of the consumers. In addition to this, the travel and tourism companies are utilizing the
technology for gaining the huge number of consumers.
COLLECTION OF DATA
The data gathering for the research study will be conducted by both qualitative and
quantitative approaches. The information and knowledge that have been acquired will be used
for analysing the impact of technology on the purchasing attitude of the consumers. It is
essential to take appropriate actions for fulfilling their requirements regarding the products and
services. The social media requirement in the current market is high because it has been
developing different perspectives and opinions which further influence the purchasing attitude
of the consumers. There are various sites that provide blog facility where different users share
their review and perspective about the online booking in the travel and tourism sector that is
good or bad (Kumar, et al. 2016). In addition, the travel and tourism companies have been
utilizing the social media platforms for conducting attractive marketing which gain the attention
of the consumers.
INFORMATION AND MATTER
There are various online platforms related to the travel and tourism sector which could be
assessed in order to acquire data for the research. In addition to this, the literature review of
different journals and articles will be conducted for gaining required information and
knowledge for the research. The research study will gain huge strength due to the acquired
knowledge and information which further helps in achieving the objectives. The key terms that
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are involved in the research study are technology, factors, consumers, purchasing, attitude,
travel, tourism, etc.
GOAL AND MISSION
The prime focus of the research is on developing an appropriate framework regarding the
utilization of social media platforms for assessing the purchasing attitude of the consumers. It is
evident that the travel and tourism companies like British Airways and Virgin Airline have been
utilizing the advanced technology so that they could gain the attention of the huge number of
consumers regarding online booking. The experience of the consumers could be easily analysed
through the social media platforms about the online booking in travel and tourism sector
(Hutter, et al. 2013). The target respondents that are involved in the research belong to the UK
which is helpful in assessing the nature of responses effectively.
REFERENCE
The perspective and opinion of the respondents have been assessed regarding the online
purchasing attitude that further helps in accomplishing the objectives. The respondents are
pursuing the travel and tourism course in the UK such that they possess adequate knowledge
about the research.
ETHICAL ISSUES
The ethical issue which might be observed in the research is that the online accounts of the
respondents might get hacked or any unauthorized person accesses them. It is necessary to
avoid any miscount during the research.
TIME SPAN
The research study will be conducted in a time period of 19 weeks as the process of literature
review, questionnaire, data analyses, and outcomes would take more time.
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1.3 CRITICAL REVIEW
According to Berger Paul et al. (2012), the purchasing attitude of the consumers has been
effectively analysed regarding the impact of technology. It has been understood from the study
that the application of technology possesses substantial influence on the consumers that
further impact their perception and attitude regarding online booking. The social media
marketing has been increased in the recent time which has been attaining substantial
development. There are various marketing professionals who have stated that the promotion
and marketing through the social media platforms are beneficial for the business growth. The
consumers are also indulging in the online booking due to the effective past experiences of
other users.
There are four prime elements on which the online booking of the consumer has been
dependent such as deliberation, measuring, purchasing, and appreciating. In addition to this,
the Zero Moment of Truth is an appropriate technique for analysing the consumer’s decision-
making process. The attraction level is the prime reason due to which the consumers purchase
products through online booking (Fotis, et al. 2012). It is evident that the opinion of
respondents has been evolving with time in which internet and social media plays a major role
in it. The travel and tourism companies have been utilizing this aspect of their business
development. Moreover, the study helps in gaining the substantial understanding of the
research topic.
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1.4 RESEARCH PROJECT SPECIFICATION
INTRODUCTION
The purchasing attitude of the consumers has been impacted by the technology at the huge
level. Social media is one of the prime applications of technology that transformed the
traditional marketing methods into online marketing which is helpful for the companies in
travel and tourism sector. There are various discounts and coupons provided to the consumers
by the online booking platforms which influence the attitude of customers ta huge level. The
consumers and the companies are highly benefited by the introduction of e-commerce
platforms.
AIMS AND OBJECTIVES
The research study primarily focuses on the aim and objectives of assessing the impact of
technology on the purchasing attitude of the customers. It has been evident by the recent
statistics that the consumers are increased that are purchasing several products and services
through online booking (Fotis, et al. 2011). The opinion and perception of the consumers
regarding the online booking have been enhanced due to the influence of social media
platforms. A healthy communication has been maintained by the travel and tourism companies
with the consumers by conducting attractive marketing on the social media platforms. The
attractive marketing has been influencing the non-users of online platforms such that they are
also getting involved in online booking.
METHODOLOGY
The methodologies used in the research study are primary and secondary research. Primarily, a
secondary research will be conducted with help of literature review of several journals and
articles so that adequate knowledge could be gained regarding the purchasing attitude of
consumers in the travel and tourism sector (Bolton, et al. 2013). In addition to this, the
qualitative approach could also be utilized for analysing the opinion of the respondents with
help of a questionnaire.
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DATA COLLECTION METHOD
Around 100 respondents will be participating in the research survey which will help in the
collection of the data. The general requirement of the survey will be that the half of the
respondents should be the users of social media and internet while the other respondents
should be non-user of such applications of technology. Thus, an effective understanding could
be developed regarding the attitude of consumers along with other essential aspects of the
study.
ETHICAL CONSIDERATIONS
The respondents participating in the research belong to different culture and tradition and it is
essential to safeguard them from any harm. The personal information of the respondent should
not be shared with anyone as it could affect them (Berger Paul, et al. 2012). In addition, the
details of online account should not be taken from the respondents.
CONCLUSION AMD RECOMMENDATIONS
It is comprehended that there are various people who are using online platforms for the
booking which effectively demonstrate the impact of technology on the behaviour and attitude
of consumers (Balakrishnan, et al. 2014). The consumers understand the reviews available at
the different site before booking any product.
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1.5 APPROPRIATE PLAN AND PROCEDURES FOR THE AGREED RESEARCH
SPECIFICATION
S.NO. RESEARCH PLAN TIME DURATION (WEEKS)
1. DEVELOPMENT OF IDEA AND
SCHEDULING THE RESEARCH
3 WEEKS
2. LITERATURE REVIEW, GIVING
CONSENT FORM ALONG WITH
QUESTIONNAIRE
6 WEEKS
3. DATA GATHERING 3 WEEKS
4. ANALYZING THE RESPONSES 2 WEEKS
5. DATA MEASURING 2 WEEKS
6. CONCLUSION AND OUTCOMES 3 WEEKS
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REFERENCES
Akar, E. and Topçu, B., 2011. An examination of the factors influencing consumers' attitudes
toward social media marketing. Journal of Internet Commerce, 10(1), pp.35-67.
Balakrishnan, B.K., Dahnil, M.I. and Yi, W.J., 2014. The impact of social media marketing
medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and
Behavioral Sciences, 148, pp.177-185.
Berger Paul, D., Pooja, M., Black Jennifer, E. and Jiangmei, C., 2012. The impact of social media
usage on consumer buying behavior. Advances in management.
Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Komarova
Loureiro, Y. and Solnet, D., 2013. Understanding Generation Y and their use of social media: a
review and research agenda. Journal of service management, 24(3), pp.245-267.
Fotis, J., Buhalis, D. and Rossides, N., 2011. Social media impact on holiday travel planning: The
case of the Russian and the FSU markets. International Journal of Online Marketing (IJOM), 1(4),
pp.1-19.
Fotis, J., Buhalis, D. and Rossides, N., 2012. Social media use and impact during the holiday
travel planning process (pp. 13-24). Springer-Verlag.
Hutter, K., Hautz, J., Dennhardt, S. and Füller, J., 2013. The impact of user interactions in social
media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of
Product & Brand Management, 22(5/6), pp.342-351.
Ioanăs, E. and Stoica, I., 2014. Social media and its impact on consumers behavior. International
Journal of Economic Practices and Theories, 4(2), pp.295-303.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to
sale: The effects of firm-generated content in social media on customer behavior. Journal of
Marketing, 80(1), pp.7-25.
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Parra-López, E., Bulchand-Gidumal, J., Gutiérrez-Taño, D. and Díaz-Armas, R., 2011. Intentions
to use social media in organizing and taking vacation trips. Computers in Human Behavior,
27(2), pp.640-654.
Rishika, R., Kumar, A., Janakiraman, R. and Bezawada, R., 2013. The effect of customers' social
media participation on customer visit frequency and profitability: an empirical investigation.
Information systems research, 24(1), pp.108-127.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.
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