Research Project: Technology's Impact on Sustainable Tourism (Virgin)

This research project investigates the significance of technology in promoting sustainable tourism, using Virgin Holidays as a case study. The introduction defines sustainable tourism and highlights the impact of the tourism industry on the environment, society, and economy. The project aims to analyze the role of technology in improving a company's image, promoting sustainable tourism, and enhancing awareness through social media. Task 1 outlines the research specifications, including the research aim, objectives, and questions, along with factors contributing to the research plan. Task 2 focuses on resource allocation and the proposed research investigation. Task 3 delves into research evaluation techniques, result interpretation, and analysis, with recommendations. The project reviews key references, exploring the role of technology in company image enhancement, promoting sustainable tourism, and the benefits of social media. The conclusion summarizes the findings and recommendations for the future.

RESEARCH PROJECT
(“To analyse the importance of technology in promotion on sustainable tourism.”)

Contents
TITLE..............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
1.1 Formulate and record possible research project outline specification...................................1
1.2 Factors that mainly contribute to research project specification as follows..........................2
1.3 Critical review of key reference.............................................................................................4
1.4 Research project specification...............................................................................................5
1.5 Plan and procedure for the research specification ................................................................6
TASK 2............................................................................................................................................7
2.1 Resources efficiently to the research question or hypothesis...............................................7
2.2 Proposed research investigation.............................................................................................8
2.3 Record and collate relevant data where appropriate.............................................................9
TASK 3..........................................................................................................................................10
3.1. Use appropriate ‘research evaluation techniques................................................................10
3.2. Interpret and analyse the results in terms of the original research specification................11
3.3. Make recommendations and justify areas for further consideration...................................20
TASK 4..........................................................................................................................................21
4.1 Covered in Poster.................................................................................................................21
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

TITLE
“To analyse the importance of technology in promotion on sustainable tourism.” A
case study on Virgin Holidays.
INTRODUCTION
Sustainable tourism can be defined as a concept related to visiting a place by an
individual (tourist) and decisions taken for making positive impact upon environment, society
and along with the economy of nation. Tourism involves a number of primary transit like local
transportation system, entertainment, nourishment along with the recreation and shopping
(Abubakar and Ilkan, 2016).
Therefore, it is required for both government and companies that are dealing in this
section to take essential steps so that natural environment cannot get affected much. In this
context, it is being found that technology plays a crucial role and it is needed for the tourism to
improve themselves and through technology they can also take right decision for enhancing or
improving environment as well. Under this research investigation which is being taken i.e.
Virgin Holidays which is a tourism company and was found in 1985 by Sir Richard Branson. In
past few years, firm have decided to enhance their business which ultimately impacted upon
environment. This issue has been taken under this project which will aid in learning over the
topic in depth.
TASK1
1.1 Formulate and record possible research project outline specification
Organisations deal in travel sector are majorly focused on enhancing their customer base,
so that high revenue can be obtained. They have decided to improve the services that they are
offering to their customers/visitors. This could majorly being used by people for business, leisure
or for entertainment. In present world, as almost every single country is looking forward to
improve or develop their own tourism industry, which directly impact upon natural resources,
pollution along with social system of a nation as well. This action taken by business firms in
raising themselves to an all new level but this raised pollution in the environment. Here,
government of United Kingdom and other agencies like BBC have decided to promote
sustainable tourism among all over United Kingdom of that they may easily reduce pollution and
consumption of natural resources (Edelman, Jaffe and Kominers, 2016).
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Research Project Specification
In present context, this issue was also faced by Virgin Holidays because this company
have kept its proper focus on enlarging themselves at international level. This company is having
numerous vehicles in different places or countries in which it is dealing. This have raised
pollution as well which directly impacted negatively on environment. On the other hand,
promoting sustainable tourism can help a company in building effective relations with clients as
well because, it will directly attract them if they will take care of natural environment.
Research Aim:
An investigation cannot get started without an aim and it is much required for a
researcher to develop proper aim right on time so that research can get started (Giaoutzi, 2017).
In present research investigator have set an aim which is “To analyse the importance of
technology in promotion on sustainable tourism.” A case study on Virgin Holidays.
Research Objectives
This subsection of the report, sets aim or based on the purpose of conducting the
research. Whole investigation and its conduction rely on set objectives which helps researcher in
reaching to specific targets. In this context, some of objectives accompanying the purpose of this
investigation are given below:
 To determine the role of technology in improving image of the company with the help of
promotion.
 To identify the importance of technology in promoting sustainable tourism. To determine benefits of social media in enhancing awareness among people of
sustainable tourism.
Research Questions
1. What is the role of technology in improving image of the company with the help of
promotion?
2. Evaluate the importance of technology in promoting sustainable tourism?
3. What are the benefits of social media in enhancing awareness among people of
sustainable tourism.
1.2 Factors that mainly contribute to research project specification as follows.
There are various number of factors that contributes to in the proper investigation of the
research plan (Giaoutzi, 2017). The various components that should be addressed carefully so
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that the favourable outcome of the research can be obtained. Some most important factors that
always helps in investigating the research so that desired goals and objective of the organisation
can be obtained. Those several factors are as follows.
Introduction- The assessment of overall idea from where a person can get brief idea
about the overall all situation in considered as introduction. The primary stage shows the blue
print of the overall scenario that what are the things are going to be done, in a brief and concise
manner. Here the research regarding sustainable tourism is done. It contain the various aims and
objective that can helps in making the overall positive impact in the overall environment.
Designing of questionnaire - This part is being considered as the most important part of
the by the help of this investigator generally draws the overall outcome of the process. By
clarifying each and every aspect its positive and negative impact etc. The study also have been
analysed that making the questionnaire is not an easy task as knowledge related pros and cons of
the concept in very necessary. This help in making the things more clear then every and also
allows the researcher to draw the limitations of overall working process. In the overall context
of tourism sectors. The questionnaire always helps in analysing the position that can impact the
situation of the work in process.
Literature review- This section includes all the information related to the overall
investigation procedure. This also shows the different viewpoint of the various authors and writer
with respect the particular information (Kuo and Chuang, 2016). This includes the current
knowledge with the substantive finding. The overall section always helps in gaining the overall
knowledge. It also provide the overall theoretical and methodological aspects that helps in
making contribution in particular field of topic.
Research methodology- This part also shows the particular type of research that has been
chosen to identify and select the overall information about the particular topic. It is the
systematic approach that has been used for theoretical analysis that has been used in the
particular field of study. In the research methodology it includes the overall quantitative and
qualitative approach. On the other side both the approaches used to gather the different types of
information. The overall quantitative factors riles on the information related to all the numerical
aspects of the gathered data.
Data analysis – The overall gathering of the data from the various kinds of sources form
which the overall benefit could be taken in the form of knowledge by the researcher in the
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particular period of time. This is the most important step after the collection of the data. When
the relevant data is gathered collected in an effective manner than the next step is to analyse
those e particular type of information that helps in reaching the organisational goals and
objective (Pappas, 2016). To the context of the sustainable tourism the data and the information
regarding the pollution is taken and then compared to the previous analysis. After that the overall
difference in the latest and the previous information is calculated and the overall information is
acquired.
Conclusion and recommendation- The overall conclusion of the information gathered
from the various types of the resources are at last taken into the consideration. The full and final
information is prepared and summarised in a particular manner. From which the overall result is
obtained can be easily identified and recommendation for that particular information can also be
done in an effective way. In the overall part of the recommendation the creative ideas of
regarding he information are given and from which the development and the growth
opportunities are also developed in it. In the context of sustainable tourism, the recommendation
and be done regarding using the positive Impact of using the the vehicle that pollutes the
environment less. The overall natural resources can also be saved by using the battery operated
bikes, rickshaw, cars etc. As these recommendation always helps in maintaining the positive and
healthy environment that does not harm the overall nature .
1.3 Critical review of key reference
The critical review helps in analysing and evaluating the overall situation. This provided
the overall view of the research that has been given on the particular type of topic. It describe the
overall work of task in own language or words. Plus it also analysis the main ideas which are
required to analyse the overall structure of the work. It also gives its point of view to the
unfamiliar terms that can affect the overall work in process and future decision making of the
plan. The critically analysis always shows the inside picture of the particular research that also
helps in creating more better plan of sustainable tourism in making decision for the future
period of time.
Role of technology in improving image of the company with the help of promotion.
As mentioned by K. K. F. and et. al., (2016), travel industry plays a crucial role for
economy of a country. On the other hand, it is being found that technology is rapidly changing
which ultimately improves working and image as well of the company. Effective use of
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technology may easily aid a company in enhancing its customer base with the help of
advertisements. Promotional activities like online advertisements, on paper and other sort of
promotional activities may easily aid business firms like Virgin Holidays in making themselves
much more closely approachable for customers. Here, it is being found that digital technology
may easily raise themselves and take companies to an all new level with the help of promoting
products and services on online portals. Social media have been one of an effective path which
could lead business firms in becoming more approachable for customers.
Importance of technology in promoting sustainable tourism
According to Ryan, (2016) travellers today in modern world likes to visit new places.
But, before that they wants to stay all aware about places they are visiting. Here, it is being found
that promotion of sustainable tourism may easily lead business firm in awaring visitors to
become more effective and effectual in nature which helps them in using less resources and save
them for the future. This could easily raise healthy environment in all over the world and limited
resources could kept safe for a longer instance.
Benefits of social media in enhancing awareness among people of sustainable tourism.
Viewpoint of Strauss and Frost, (2016), Sustainable tourism could help a company and
consumers in creating a healthy environment. This could lead them both in taking advantage of
limited resources for a longer period of time. Here, social media could help business firms that
are dealing in travel and tourism industry to save resources for the future. Sustainable tourism if
gets promoted among business world, this could easily aid them in building effective relations
with public as well because promoting sustainable tourism could help company in developing
good relationship with consumers at both international and national level. Organizations and
local economies and with the help of customers business related to sustainable tourism can be
mindfully expanded. Social media may easily help business organisations in promoting the
sustainable tourism as much because it do not require heavy investments and can grab attention
of people in all over world who are a user of social media sites on which promotion is being
done.
1.4 Research project specification
The overall research helps in determining the variety of tasks. It defines the overall
statements of the aims and objectives of the research. Some data gathering tools are always used
to gather the various kinds of information. Research plays an important role in seeking the
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solution of the various kinds of problem. It properly specifies the overall the each and every
project task that can be used in the process of the research. It the description of the overall
objective for the development of the particular types of project or task.
1.5 Plan and procedure for the research specification
Gantt chart- It is a type of bar chart that helps in graphical representation of the various
project schedules that helps in making planning and coordinating the various kinds of project
having the specific type of task. The overall Gantt chart with the horizontal axis in the overall
graph which represent dates of the overall time span of the project. The vertical axis represents
the particular task that helps in making up of projects.
With the help of graphs, which is showing that the whole research project will take
approximately 20 weeks as given under the timescale.
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TASK 2
2.1 Resources efficiently to the research question or hypothesis
Resources play a vital role in developing a research questions or hypothesis. It is
mandatory for a researcher to develop investigating questions in accordance with the goals and
objective of an organisation (Bell, Bryman and Harley, 2018). A investigator has to select a right
method for investigating a product to make the research efficient for both quantity and quality
purpose. It is necessary for a investigator of Virgin Holiday's to evaluate various variables and
it's impact on different areas to achieve competitive benefits for an organisation. It will help the
investigator in increasing it's profit margins and also in lowering the risk involved. This research
will help Virgin Holidays to identify various methods of technology to be used to sustain tourism
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industry for a longer run (Zervas, Proserpio and Byers, 2017). However, it has been analysed that
investigator is required to utilise effective resources of information which are helpful to analyse
efficient ways of increasing the profitability of selected organisation. Moreover, proper data is
supportive to determine actual factors which can be used in order to boost up profits and growth
of business in respect to grab better profit share in market. It will facilitate understand about
adopting appropriate technology for welfare of travel and tourism industry.
Data Collection
In this present report, investigator have decided to opt questionnaire data collection
method and a sample size i.e. 20 to achieve an appropriate conclusion from it's research. A
researcher should also have to focus on different media methods like books, articles and
questionnaire to help an organisation in achieving it's goal in a specific time period. Regarding
the same thing, Virgin Holidays is using informational technology to reduce cost and to improve
customer experiences. The selected media methods will helps an investigator to use appropriate
technology which will indirectly helps a company in gaining appropriate advantages. It will help
in developing future framework for an investigator which will help in achieving it's preset goals.
It will help an investigator evaluate different variables which are helpful for an organisation in
increasing it's productivity in a business market (Xu, and et. al., 2016).
2.2 Proposed research investigation
Present research helps an investigator to make virgin holidays sustainable in competitive
business environment. It will help an organisation in getting customer satisfaction and in
enhancing operational efficiency. It will helps an organisation in making travelling process
enjoyable and productive. Some considerations set by the researcher are:
(a) Primary Consideration:
This consideration plays a vital role in achieving set goals and objectives on a right time.
In this regards, researcher is using social media marketing to speed up operations and to aware
customer's to utilise natural resources to avail sustainability in tourism. It will help a researcher
in identifying proper outcomes from the research questions or hypothesis. It will also help an
organisation to develop a positive impact on society, economy and environment.
(b) Secondary Consideration:
This consideration helps an investigator in achieving relevant information for it's research
. In regard to these information, researcher can achieve it's goals and objectives in accordance
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with the developed research questions or hypothesis. It will helps an investigator in getting
appropriate conclusion by collecting relevant information from various sources. It will directly
helps a researcher in achieving it's target goals for an organisation (Zervas, Proserpio and Byers,
2017).
In this context, information was collected through questionnaire and a sample size which
is 20 for investigation on Virgin Holiday's case in order to analyse impact of technology in
sustaining tourism industry and to improve customer satisfaction. It consist to selected
appropriate respondents for collecting accurate data through taking views of people in relation to
utilisation of technology in travel and tourist industry. It is helpful to gather actual information
for analysing impacts of technology on business.
2.3 Record and collate relevant data where appropriate
4. What is the role of technology in improving image of the company with the help of
promotion?
5. Evaluate the importance of technology in promoting sustainable tourism?
6. What are the benefits of social media in enhancing awareness among people of
sustainable tourism.
Questionnaire
Q 1. According to you, is role of technology plays a crucial role in improving the brand image
of the company?
Agree
Disagree
Q 2. As per your view point, is it required for Virgin Holidays to keep its focus on sustaining
strategy related to tourism?
Highly agree
Agree
Highly Disagree
Disagree
Q 3. What is the importance of technology in promoting sustainable tourism?
Improving Sales
Promoting services and company itself
Q 4. Which digitalised social media tool can be used by Virgin Holidays in promoting
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Sustainable tourism?
Facebook
Instagram
Twitter
Q 5. How satisfied you are after using services of Virgin Holidays after making modifications
in operations so that less harm gets generated?
Fully satisfied
Satisfied
Not at all satisfied
Q 6. What are the major advantages of social media for travel and tourism sector ?
Improvise customer base
Helps in becoming a well known brand
Q 7. In order to improve performance of Virgin Holidays, which system of technology can be
used?
Reservation System
Computer System
Mobile Communication
Internet
Q 8. As per current position of Virgin Holidays, is it necessary to take in use of digital
technology promoting tools?
Agreed
Disagreed
Q 9. Are you satisfied with products and services of the Virgin Holidays?
Fully satisfied
Not at all satisfied
Q 10. Give recommendations, if you have any?
TASK 3
3.1. Use appropriate ‘research evaluation techniques
In present investigation, investigator have kept its focus on bringing up favourable
outcomes related to use of technology in promoting the sustainable tourism. Here, the best
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investigating evaluation technique which is being chosen by the researcher is questionnaire. This
will help in bringing a number of questions in front of the responders. After asking the questions
from the respondents, collected data may aid in making favourable outcomes over set objectives.
On the other hand, there is another approach which could be used by the investigator i.e.
interview through which collection of data can be done so that researcher can draw desired
outcomes on set objectives.
On the other hand, investigator can use some of techniques as well which may help in
understanding the influence of digital marketing on travel and tourism sector in much effective
and efficient manner and some of these are mentioned beneath:
Formative Assessment: This is being considered as one of crucial technique for an
investigation which aid in examining the technology. With the help of questionnaire examination
can easily be developed in much effective and efficient manner. This result in gaining suitable
and effective outcome in nature of frame of manner.
Summative Assessment: With the help of this technique, assessment is going to develop
a blueprint which will aid in determining overall aspect which may aid in evaluating the
investigation in much effective and efficient manner. This evaluation technique consists with
Gantt Chart and critical path system which may also lead in reaching to an all new level.
Considering above discussion, it is necessary to select appropriate techniques for carrying
out effective investigation about specific topic to gather correct information. It is helpful to
conduct research in proper way along with providing appropriate findings respectively.
3.2. Interpret and analyse the results in terms of the original research specification
The thematic analysis is used to conduct this investigation in order to gain better results.
The data analysis is given below.
Theme 1 : Role of technology plays a crucial function in improving the brand image of the
company
Q 1. According to you, is role of technology plays a crucial function in
improving the brand image of the company?
Frequency
Agree 14
Disagree 6
TOTAL 20
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INTERPRETATION : From above mentioned graph, it is being interpreted that 14 out of 20
were in favour of technology and mentioned that it can easily help business firms in
becoming a well known brand at marketplace. Away with this, rest of 6 stated that
companies of tourism sector may not get benefits of using technology and it is required for
them to use traditional approaches in order to become a successful brand.
Theme 2 : Digitalising Virgin Holidays to keep its focus on sustaining strategy related to
tourism
Q 2. As per your view point, is it required for Virgin Holidays to keep its focus
on sustaining strategy related to tourism?
Frequency
Highly agree 11
Agree 3
Highly Disagree 4
Disagree 2
TOTAL 20
12
Agree Disagree
0
2
4
6
8
10
12
14
Column B

0
2
4
6
8
10
12
Highly agree
Agree
Highly Disagree
Disagree
INTERPRETATION : Through, above mentioned graph, it is being analysed that, 11
responders were highly in favour of that Virgin Holidays needs to develop strategy so that
they may easily start reducing the waste material which can create issues for the
environment. Apart from this, some of them said they are agreeing on this and 4 out of 20
did mentioned that they are not agreeing at all.
Theme 3 : Importance of technology in promoting sustainable tourism
Q 3. What is the importance of technology in promoting sustainable tourism? Frequency
Improving Sales 13
Promoting services and company itself 7
TOTAL 20
13
Improving Sales Promoting services and company itself
0
2
4
6
8
10
12
14
Column B

INTERPRETATION : Considering above graph, it is being concluded that most of respondents
(13) were in favour of technology and has mentioned that technology basically allows a
business to grow and also helps in developing the opportunities for a company through
improving sales of a business organisation. Away with this, only 7 respondents has
mentioned that technology has been a crucial aspect which may aid a company in improving
the
Theme 4 : Social media tools to be used by Virgin Holidays
Q 4. Which digitalised social media tool can be used by Virgin Holidays in
promoting Sustainable tourism?
Frequency
Facebook 10
Instagram 5
Twitter 5
TOTAL 20
0
2
4
6
8
10
Facebook
Instagram
Twitter
INTERPRETATION: Through graph, it is easily got understood that most of responders (10
respondents) were in favour of Facebook and mentioned that this social media tool help
companies like Virgin Holidays in promoting sustainable tourism. Rest of them have
mentioned that Instagram and twitter can also help companies in doing promotional
activities related to sustainable tourism.
Theme 5 : Modifications needed for Virgin Holidays
How satisfied you are after using services of Virgin Holidays after making
modifications in operations so that less harm gets generated?
Frequency
Fully satisfied 10
14

Satisfied 6
Not at all satisfied 4
TOTAL 20
0
2
4
6
8
10
Fully satisfied
Satisfied
Not at all
satisfied
INTERPRETATION : Through given graph, it is being interpreted that, 10 out of 20
responders were in fully satisfied with products and services that are being offered by the
company (Virgin Holidays) as they are less harmful for natural environments. 6 have
considered that they are only satisfied and just 4 have mentioned that they are not at all
satisfied.
Theme 6 : Major advantages of social media for travel and tourism sector
Q 6. What are the major advantages of social media for travel and tourism
sector ?
Frequency
Improvise customer base 9
Helps in becoming a well known brand 11
TOTAL 20
15

INTERPRETATION : With the help of above mentioned graph, it is being found that there are
many major advantages of social media for travel and tourism sector. 09 out of 20
respondents are in favour of option number one (improvise customer base). On the other
hand, 11 out of 20 respondents are in favour of the second option i.e. helps in becoming a
well known brand.
Theme 7 : Performance level of Virgin Holidays
Q 7. In order to improve performance of Virgin Holidays which system of
technology can be used?
Frequency
Reservation System 2
Computer System 3
Mobile Communication 5
Internet 10
TOTAL 20
16
Improvise customer base
Helps in becoming a well known brand
0
2
4
6
8
10
12
Column B

0
2
4
6
8
10
Reservation
System
Computer
System
Mobile
Communication
Internet
INTERPRETATION : This graph which can be seen above, from this it is being interpreted
that internet which is a part of technology can hep Virgin Holidays in raising themselves up.
Apart from this, 5 mentioned that mobile communication of the company can be improved,
3 were in favour of computer systems and lastly, just 2 said, reservation system as their
answers.
Theme 8 : Current position of Virgin Holidays
Q 8. As per current position of Virgin Holidays is it necessary for this
company to take in use of technology promoting tools?
Frequency
Agreed 11
Disagreed 9
TOTAL 20
17

INTERPRETATION : In present context, if it is talked about the graph which is clearly
showing that 11 respondents have agreed and 9 out of 20 mentioned disagreed. On an
average, it is necessary for Virgin Holidays to use technology related promotional tool for
improvising sustainability tourism.
Theme 9 : Satisfied with products and services of the company
Q 9. Are you satisfied with products and services of the Virgin Holidays? Frequency
Fully satisfied 13
Not at all satisfied 7
TOTAL 20
INTERPRETATION : With the help of above mentioned graph, it can easily be seen that most
of respondents 13 are in favour of the company’s products and services. Rest of them
have ,mentioned that they are not familiar with the company.
18
Agreed Disagreed
0
2
4
6
8
10
12
Column B

3.3. Make recommendations and justify areas for further consideration
With the help of above mentioned report, it is being recommended that, it is required for
every single business organisation in tourism sector to keep its focus on business ethics and
choosing right technique through which less pollution can take place. It is also recommended
that profit margins of the company are only going to get raise up if they will keep their focus on
promoting sustainable tourism for the reducing the waste materials. On the other hand, it has also
been recommended that Virgin Holidays needs to use vehicles that do not generate heavy
pollution and try to bring innovation in all the areas where they are lacking.
Reflection
While conducting the investigation, I have faced ample number of issues which put me
into the trouble and delayed whole conduction of report late. Respondents were not even
showing interest while giving answers which created problems for me to ask next question to
them. Overall, I managed somehow and if I will get same sort of assignment again, I might finish
the whole project right on time. However, I have analysed that proper duration of time should be
taken for conducting research and remain honest while carrying out whole study as it impacts on
the results. I feel that respondents are required to encourage so that they will show more interest
and provide accurate answers to questions which is beneficial to gain accurate findings.
19
Fully satisfied Not at all satisfied
0
2
4
6
8
10
12
14
Column B

TASK 4
4.1 Covered in Poster
CONCLUSION
With the help of above mentioned report, it is being concluded that sustainable tourism plays
a crucial role for every single business organisation if they are looking for long term success.
Promoting it, with the help of technology organisation can easily improve their image in front of
the clients. Away with this, it has also been concluded that, company should use right social
media tool so that promotion do not cost much to them and they can grab attention of consumers
more that their own expectation.
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