Impact of Technology on Consumer Decision Making at Thomas Cook

This research project investigates the impact of technology on consumer decision-making within the travel and tourism sector, with a specific focus on Thomas Cook. The project is structured into four key tasks: defining research specifications, efficiently matching resources to the research, interpreting and analyzing the research, and providing recommendations. Task 1 outlines the research's rationale, aims, and objectives, emphasizing the importance of digital technology in enhancing consumer experiences and streamlining operations. Task 2 focuses on resource allocation and data collection methods, including questionnaires. Task 3 covers the interpretation and analysis of research findings, with an evaluation of technology's influence on consumer decisions. The project concludes with recommendations for Thomas Cook on leveraging technology to improve customer satisfaction and business productivity. The student has contributed this research to Desklib, a platform offering AI-based study tools and resources for students.

Research Project

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Recording possible specifications of the research............................................................1
1.2 Identifying factors contributing research specification....................................................2
1.3 Critical review..................................................................................................................2
1.4 Research project specification..........................................................................................3
1.5 Appropriate plan and procedures......................................................................................4
TASK 2............................................................................................................................................5
2.1 Matching resources efficiently.........................................................................................5
2.2 Investigation of the research.............................................................................................7
2.3 Recording and collecting relevant data............................................................................8
TASK 3..........................................................................................................................................10
3.1 Research evaluation techniques......................................................................................10
3.2 Interpreting and analysing the research specification....................................................10
3.3 Recommendations..........................................................................................................14
TASK 4..........................................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Involvement of technology in travel and tourism sector can be considered as one of the
leading advancements that can help the business and its operations in achieving all the targets at
much faster rates. There can be different aspects of technology that can be used in order to
maximize the processing rate of the operations of the travel and tourism industry. The report is
about discussing the influence of different factors of technology in business operations and
services of Thomas Cook. It can also help in providing an efficient rate of satisfaction to the
tourists and thus, maximizing the productivity of Thomas Cook as well.
TITLE - To analyse the impact of technology on improving consumer decision making in
Thomas Cook
TASK 1
1.1 Recording possible specifications of the research
Overview of the research
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
Rationale of the research
Present research study helps to identify impact of digital technology on improvements'
consumer decision making in Thomas Cook Group. It assists to focus on the development
program of the travel and tourism industry that assists to accomplish goals and objectives in
positive consideration. As a result, it increases significant work performances to focus on the
business growth.
Research Aim
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To analyse the impact of technology on improving consumer decision making – a case
study on Thomas Cook
Research Objectives
 To determine the importance of technology in travel and tourism sector
 To analyse 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
1.2 Identifying factors contributing research specification
The requirement of digital technology in the travel and tourism sector is on a peak
because the customers face many difficulties in searching for the specified factors to decide
where to plan a holiday. It is because; as there is high competition in the travel and tourism
sector and every company like Thomas Cook has a variety of functions and operations that can
make the customer confused enough. So, by the means of digital technology in this sector, travel
and tourism agencies will be able to make a clear specification of all the factors so that it will
help the tourists to plan and decide where to go.
 Researcher interest: In the present research, researcher has wide interest to focus on the
development of travel industry. As a result, it assists to focus on the business
development and effectiveness to attain more desired results.
 Researcher knowledge: Researcher also possess knowledge to improve desired level of
results at workplace in appropriate manner. As a result, it increases more profits and
revenue to implement digital technology.
 Project scope: Digital technology also useful perspective to increase significant
advantages at workplace. In this regard, researcher need to concentrate on the business
development and growth to attain creativity.
1.3 Critical review
Importance of technology in travel and tourism sector
There is a huge importance of technology in the travel and tourism sector. It is because if
Thomas Cook ensures the implementation of technology in their operations and processes, it is
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obvious ha it can help them in achieving a sort of increment in the speed and rate of the
operations. When the customers will receive he services etc. On time, this is obvious that they
will get satisfied with the operations of the company. Providing a great amount of satisfaction to
the customers will help the tourists to maintain their interest in the operations of the company. It
is because by means of involving technology in heir processing, as promoting their videos, posts
about their services, etc. So that it can act simple enough for the consumers so decide which
place and the tour agencies to choose. So, such features actually throw an impact on the
customer’s choice (Boniface, Cooper and Cooper, 2016).
Therefore, Thomas Cook can ensure implementing a wide range of technology in the
operations so that it can be able enough to attract a wide range of satisfied customers. Along with
increasing the overall sped of the processes, the involvement of technology can also help in an
efficient consumer decision making so that the consumers can be able o decide and choose on
their own on the basis of the promotions. So, Thomas Cook can ensure involving appropriate
ways in which they can promote their services by various means so that the tourists can be able
to choose effectively what option to choose and what not. So, there is a huge importance of
technology in the travel and tourism sector because this can help in increasing the overall arte of
the operations and making further improvements that can act beneficial enough for Thomas
Cook to achieve a higher rate of customers.
The relationship between technology and consumer decision making process
There is a very strong relationship between involving technology and improving the
consumer decision making process. It is because when Thomas Cook will ensure implementing
technology as they can promote their services of tourism by different means of promotion such
as social media networking, search engine optimisation etc. as here is a huge amount of
competition in the travel and tourism sector so, this is obvious that every tour operator tries o
make involvement of features so that the tourists can be attracted by their services and choose
their packages. So, they do the same by promoting their videos, posts, pictures through different
means (Vanhove, 2017). It helps in a way that it helps the customers in deciding the features they
want to choose. As there are various number of tour agents who make involvement of a variety
of features in order to attract the tourists to chose their services.
It is obvious that often the consumers get confused that which tourist place they want to
go and which tourist agency to chose. So, involvement of promotion by these ways can actually
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help Thomas Cook to ensure that they can be able to attract a higher amount of customers to
choose their operations. So, the consumers will be able to decide what to choose. So, Thomas
Cook can ensure to promote their services in a way that they can be able to satisfy the customers
to a huge extent so that they can choose Thomas Cook only. This will help in increasing the
overall rate of productivity as well. Therefore, Thomas Cook can find enormous number of ways
to use such as social media networking, advertisements, making pages on the social media
websites, developing their own application etc. because by these means, they can be able to make
a beer promotion rate. Thus, it can help them to attract a wide variety of tourists so that they can
choose their operations and services, thus increasing their popularity as well as productivity.
1.4 Research project specification
Aim
To analyse the impact of technology on improving consumer decision making – a case
study on Thomas Cook.
Objectives
 To determine the importance of technology in travel and tourism sector
 To analyse the relationship between technology and consumer decision making process
 To recommend the ways of evaluating influence of technology on consumer decision
making in Thomas Cook
Research philosophy
Research philosophy is termed as a proper way that can be involved by the researcher so
that they can more efficiently analyse the information while gathering and then in an appropriate
way, can make use of the same in the research (Tussyadiah and Pesonen, 2016).
Research approach
Research approach is considered as a way that can be used in the research as it can make
it more appropriate. There are two ways in which he research approach can be classified into and
these involve qualitative and the quantitative (Williams and Baláž, 2015).
Data Collection
The gathering of data and information is considered as an important way to make the
research more effective. There are actually two ways in which the information can be collected
and this involves primary as well as secondary.
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Sampling
Sampling is also considered as one of the essential aspects of the research methodology.
In this, from a huge amount of population, a few samples are taken on some specific criteria for
collection of the data and information.
Research limitations
Research limitations are the factors that can be treated as challenges in any point of the
research. An example of this can be taken as the fact that if the researcher decides to expand the
overall timing of the project so that in more amount of time, it can get better by involving larger
and appropriate set of sources (Giaoutzi, 2017).
1.5 Appropriate plan and procedures
In order to accomplish desired level of results, it can be stated that researcher need to
focus on following activities that can be accomplish desired level of results. All the activities
must be completed according to time.
Basis Week
1
Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Analysing
the
problem or
the issue
Making of
the aim
Making the
objectives
Gathering
information
Executing
the
research
methodolog
5

y
Collecting
the primary
data
Evaluating
the
gathered
information
Conclusion
TASK 2
2.1 Matching resources efficiently
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Questionnaire
Name :
Age :
Gender :
Q1. Is there actually a requirement of technology in Thomas Cook?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q2. Do you think technology can increase the advancements in Thomas Cook?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q3. Does involvement of technology increase the speed of operations of Thomas Cook?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q4. Involving technology in Thomas Cook can be able to satisfy the tourists.
 Yes
 No
Q5. Can technology help in overall consumer decision making process in Thomas Cook?
 Strongly agree
 Agree
 Neutral
 Disagree
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 Strongly disagree
2.2 Investigation of the research
Research is considered as a systematic way of finding the information and data that can
help in increasing the efficiency of the research. There are various aspects of the research
methodology and some of them are discussed as under:
Research philosophy
Research philosophy is termed as a proper way that can be involved by the researcher so
that they can more efficiently analyse the information while gathering and then in an appropriate
way, can make use of the same in the research (Tussyadiah and Pesonen, 2016). Research
philosophy can be classified in a few types. Some well known and common examples of this can
be considered as positivism, realism, ontology, interpritivism etc. In this research, the researcher
has made use of the positivism approach because this can help the researcher to understand better
the impact of technology on the operations of Thomas Cook.
Research approach
Research approach is considered as a way that can be used in the research as it can make
it more appropriate. There are two ways in which he research approach can be classified into and
these involve qualitative and the quantitative (Williams and Baláž, 2015). In this research, he
researcher has used the qualitative approach because his can help in beer analysing the impact of
technology on consumer decision making process.
Data Collection
The gathering of data and information is considered as an important way to make the
research more effective. There are actually two ways in which the information can be collected
and this involves primary as well as secondary. Primary collection of information means the way
in which the data has to be gathered for the first time whereas in case of secondary collection of
data, the data has been gathered by some third party already but it can be involved in the research
to be used for increasing the effectiveness of the research. There are various sources from where
the primary and secondary data can be collected from. Various means of primary data involves
surveys, questionnaires, focused groups etc. whereas various means of secondary data involves
online, books, journals etc. In this research, the data will be gathered by means of primary data
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because it can help in analysing the influence of technology on the consumer decision making in
Thomas Cook.
Sampling
Sampling is also considered as one of the essential aspects of the research methodology.
In this, from a huge amount of population, a few samples are taken on some specific criteria for
collection of the data and information. There are various types of ways in which sampling can
be classified into and some well known examples can be termed as simple random sampling,
stratified sampling, cluster sampling etc. in simple random sampling, a few samples are taken but
not on some specified criteria, but randomly. In case of cluster sampling, samples are taken and
then the same are being divided in the form of clusters. In this research, the researcher has used
the simple random sampling. It is because this can easily help the researcher to analyse the
impact of technology on the consumer decision making process of Thomas Cook.
Research limitations
Research limitations are the factors that can be treated as challenges in any point of the
research. An example of this can be taken as the fact that if the researcher decides to expand the
overall timing of the project so that in more amount of time, it can get better by involving larger
and appropriate set of sources (Giaoutzi, 2017). But the fact that is to be ensured here is that
along with an increased amount of time, other various resources will be required as well such as
the cost etc. Therefore, if at that time, there is an unavailability of the cost and other required
sources, it may act as a barrier. Therefore, at that time, its unavailability can turn into a barrier or
challenge that may impact the whole quality of the research as well. Therefore, it is important
that the researcher should complete the project in given deadline only so that no such factor can
be able to act as a challenge or barrier.
2.3 Recording and collecting relevant data
Theme 1: There is actually the requirement of technology in Thomas Cook.
Is there actually a requirement of technology in
Thomas Cook?
Frequency
Strongly agree 12
Agree 2
Neutral 2
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Disagree 1
Strongly disagree 3
Theme 2: Involving technology can bring advancements in Thomas Cook.
Do you think technology can increase the
advancements in Thomas Cook?
Frequency
Strongly agree 13
Agree 2
Neutral 1
Disagree 2
Strongly disagree 2
Theme 3: Involvement of technology can increase the speed of operations of Thomas Cook.
Do involvement of technology can increase the
speed of operations of Thomas Cook?
Frequency
Strongly agree 12
Agree 3
Neutral 2
Disagree 1
Strongly disagree 2
Theme 4: Involving technology in Thomas cook can satisfy the customers.
Involving technology in Thomas Cook can be
able to satisfy the tourists?
Frequency
Strongly agree 14
Agree 3
Neutral 1
Disagree 1
Strongly disagree 1
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Theme 5: Technology will help in the overall consumer decision making process.
Do technology can help in overall consumer
decision making process in Thomas Cook?
Frequency
Strongly agree 13
Agree 1
Neutral 2
Disagree 1
Strongly disagree 3
TASK 3
3.1 Research evaluation techniques
There are two research evaluation techniques which are discussed as below:
Qualitative analysis
Qualitative analysis is considered as the analysis in which the information or the data is
gathered by means of theoretical frameworks. Some well known examples of this can be
considered as surveys, focused groups, etc. In this research, the researcher has used the
qualitative analysis only because it can help in analysing the influence of technology in an
efficient way in the consumer decision making process.
Quantitative analysis
Quantitative analysis is considered as an analysis in which the information is taken from
statistical or tabular framework. In the quantitative analysis, there is a possibility that the data
might not act suitable enough with what is required in the research. So, the researcher has
avoided the use of quantitative data in this research and has made use of the qualitative data for a
better understanding of the impact of consumer decision making.
Summative assessment
In this consideration, benchmark has been created to focus on the appropriate and
effective outcomes in the research. It assists to focus on the instructional unit with comparing
against benchmark.
Formative assessment
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This kind of assessment process consider learning at the end of an instructor or teachers
to improve their teaching and learning. In the research consideration, it is used to focus on the
learning by evaluation procedure.
3.2 Interpreting and analysing the research specification
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
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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 can make efficiency in the decision making process of the consumers in planning
to purchase and have the services of some specified company. 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
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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. Also, along with the increased speed of the operations, it will help
the consumers in an effective decision making process as well. 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. They do no
find the fact that technology will be able to increase the speed of the he operations, thus even in
consumer decision making process.
Theme 4: Involving technology in Thomas Cook can be able to satisfy the customers.
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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.
Theme 5: Technology will help in the overall consumer decision making process.
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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.
3.3 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.
TASK 4
Covered in PPT
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REFERENCES
Books and Journals
Baka, V., 2016. The becoming of user-generated reviews: Looking at the past to understand the
future of managing reputation in the travel sector. Tourism Management, 53, pp.148-162.
Boniface, B., Cooper, R. and Cooper, C., 2016. Worldwide destinations: The geography of travel
and tourism.
Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
Gretzel, U., Sigala, M., Xiang, Z. and Koo, C., 2015. Smart tourism: foundations and
developments. Electronic Markets, 25(3), pp.179-188.
Tussyadiah, I.P. and Pesonen, J., 2016. Impacts of peer-to-peer accommodation use on travel
patterns. Journal of Travel Research, 55(8), pp.1022-1040.
Vanhove, N., 2017. The Economics of Tourism Destinations: Theory and Practice. Routledge.
Williams, A.M. and Baláž, V., 2015. Tourism risk and uncertainty: Theoretical
reflections. Journal of Travel Research, 54(3), pp.271-287.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal
of Retailing and Consumer Services, 22, pp.244-249.
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