Research Project: Impact of Digital Technology on TUI's Tourism Sector

This comprehensive research project investigates the impact of digital technology on TUI, a leading travel and tourism company. The report begins with an introduction outlining the significance of research in the industry, particularly in the context of digital transformation. It presents a detailed project specification, including aims, objectives, and research questions focused on identifying the effects of technology on visitor numbers and business strategies. The project then delves into the factors contributing to research project specifications, including literature reviews and data evaluation. The assignment critically assesses key references, exploring the influence of technologies like AR and VR, and examines various technologies applicable to TUI. The research culminates in an analysis of findings, offering recommendations for future considerations and technological advancements within TUI and the broader travel and tourism sector. The project aims to provide insights into how technology can enhance guest services, improve consumer satisfaction, and drive business growth.

Travel and tourism
management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
1.1 Formulate and record possible research project outline specification..................................2
1.2 Factors which mainly contribute the process of research project specification....................3
1.3 Critically assessment all key references................................................................................5
1.4 Research project specifications.............................................................................................8
1.5 Appropriate process and plan for research project specifications.........................................9
TASK 2..........................................................................................................................................10
2.1 Usage of resources to met with hypothesis and research questions....................................10
2.2 Proposed research investigation in accordance with specification and procedure..............11
2.3 Record and collate relevant data which is appropriate........................................................13
TASK 3..........................................................................................................................................16
3.1 Use of suitable research evaluation method for examination.............................................16
3.2 Analysis and interpret results for determining original specifications................................16
3.3 Make recommendation and further area for consideration.................................................24
TASK 4 .........................................................................................................................................25
Covered in PPT.........................................................................................................................25
........................................................................................................................................................25
REFERENCES..............................................................................................................................26

INTRODUCTION
The research is important for every company in order to encourage the business. As the
research is conducted to identify the needs and and desires of the customers to stay in the market
for a long time. TUI is an travel and tourism company which is conducting a research in the
market to expand in the market with the digital technology (Evans, Stonehouse and Campbell,
2012). But before implementing digital technologies it should conduct an appropriate research to
recognize the market ratio on which the further development depends. The research is a essential
because it gives a clear statistical data that supports a firm to identify the opportunities in the
present and future marketplace. In the present time every business is going to achieve the targets
with its digital technologies and TUI is one of the renowned name in travel and tourism industry
and as it is known that this sector is one of the important pillar of any country to generate the
revenue. Along with this digital technology plays a significant role in the travel and tourism
industry and hospitality sector cause it is one of the prominent way to satisfy the customer with
innovative ideas which gives a new direction to the business. That's why the conducting a
research is important cause the entrepreneurship can get the new opportunities with new
concepts and the customer feedback to evolve new things that is the output of research methods
and strategies. There are several methods that uses to investigate the requirements and needs of
the customers to know what they expect from the firm that is because customers satisfaction is
the main source to increase the sales.
The TUI is Anglo – German travel and tourism company and also known as largest
leisure and travel and tourism company in the world. The firm was founded in the almost ninety
five years ago that is in the year 1923 (Fernando and Long, 2012). The headquarter is situated in
Hannover, Germany. The company is known as the largest leisure and travel and tourism
company which owns travel agencies, numerous hotels, airlines, cruise ships and retail stores.
This company is putting the efforts to opt the digital technology and this research is about to
recognizing the impact of digital technology that can increase the merits of technology for the
company. The technologies are evolved for the benefits of both company and customer in
various ways such as improved guest services, easy reservations, communication, etc.
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TASK 1
1.1 Formulate and record possible research project outline specification
It is essential to design as well as document certain specific aims as well as objectives for
every research project in order to start work of investigation in fast & fluent manner. In addition
to this, report specification of formed objectives and aims is quite eminent as it will provide idea
to the investigator and open their mind regarding doing work in correct way. It is to be noted that
current assignment is based on below mentioned topic :
Topic : “To identify the impact of technology in travel and tourism sector and its
effect on developing number of visitors : A case study on TUI”.
This investigation is affiliated to the development or invention of the digital technology
in the area of travel and tourism. The researcher is trying to reveal the influence of changes
which has arose after the enactment of modern techniques in mentioned field. A drastic
revolution has been find out which is impacting companies of this sector in both ways either it is
positive or negative. Thus, overall structure of this current research assignment is consisting of
information related with how updated methods which has come in the industry of tour and travel
is effecting them. Therefore, TUI is attempting to perform smart work and which could be done
by altering the modes of present working style by taking utilisation of digital technology. The
main motive of doing so is to attain the increment in whole number of visitors or building strong
consumer base (Giaoutzi, 2017). This venture is making available their several travelling
services as well as facilities to expected users at affordable and minimum price. This would
definitely help in attracting large number of visitors towards them. Apart from the same, this will
also aid in forming an effective or good relation with their consumers. Hence, it can be said that
investigation is being done via utilising different kinds of technologies and ways. Such modern
technique would assist TUI group in reaching their final destination which is nothing but
enhancing the business by offering cheap and quality based services.
Aims :
The basic motto of researcher is to find out the main aim of overall research so as to
evaluate the whole report. The fundamental aim of present report is : “To identify the impact of
technology in travel and tourism sector and its effect on developing number of visitors : A case
study on TUI”.
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Objectives : There is similar importance of objective in comparison to aim since it aids in
achieving the aim indirectly. Researcher come to know about their next plan by framing definite
objectives. Therefore, some of the main one for this project report are presented as follows :
 To determine the distinct digital technology which is seen in trend in sector of travel and
tourism
 To find out the impact of digital technologies and transformation in the travel and tourism
segments
 To ascertain factors that influence the digital technologies to encourage the tourist or
visitor
 To explore various technologies that can be utilised in TUI for better services and
consumer satisfaction
 To suggest further technologies that can be applied in travel and tourism sector as well as
by TUI
Research Questions : The research team is trying to come through or overcome various
obstacles rising in their way by forming certain questions associated with the theme of project, as
this would force them to think and frame something better. Some of the questions formulated by
the investigator is mentioned as follows :
 What are the distinct technologies that is observed in the travel and tourism ?
 What are the influence of modern which influence the digital transformation and
technologies in the travel and tourism sector ?
 What are the factor that influence digital technologies to encourage the visitor and
tourists ?
 What are the expected technologies which can utilised in TUI for better services and
consumer satisfaction ?
 What are the expected technologies which can be applied further in travel and tourism
sector as well as by TUI ?
1.2 Factors which mainly contribute the process of research project specification
Research process is nothing but a set or collection of operations linked with the research
theme that will assist not only for preparing but also making good business project. Researcher
has used several constituents in this report in order to acquire effectual and fruitful result. This
has been observed that TUI group is an international tour operator which is doing hard effort in
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increasing the level of profit; along with this they are trying to enhance or modify existing
condition of their production. This venture have to concentrate on specific factors which could
included while designing proper business report. It has to noted that few important activities or
procedures are making accurate aims, objectives, framing logical research questions,
highlighting or describing formed objectives with the assistance of literature review section and
so on. The brief discussion of such terminologies is being discussed below :
 Introduction : This is considered as first and foremost step that is taken while creating
any kind of research project. Here in, explanation regrading vital components of
assignment is carried out. For instance, decision or selection of topic or theme, aims,
objectives, etc. is covered. In sort, it can be said as a summary of project whose beauty is
to discover or reveals facts about the research project.
 Literature Review : In next step, an eminent section comes that is titled as LR i.e.
literature review which consist of descriptive information regrading entitled theme of the
assignment. In simple words, it is taken into consideration for highlighting the views or
prospects of other authors, business man, entrepreneurs & many other scholars
(Guttentag, 2015). Research team is obligated for finding out correct as well as
authenticated data from different sources such as primary , secondary and so on. The
motto of researcher is nothing but to collect essential data or figures associated with the
topic of investigation as so to make effective report.
 Accumulation or collection of information : This is nothing but the act of grouping or
accumulating authenticated data in respect to the theme which helps investigator in
reaching to specific decision. Herein, accurate collecting tools are being utilised so as to
gather appropriate info which is being filled by various respondents. This would help in
getting or knowing their reviews in easy format.
 Data evaluation : This is also one of the most important section that offers correct as
well as validate assessment of gathered information. The data which is being evaluated
can be used for the purpose of comparing & distinctions in effective manner.
 Conclusion and recommendation : It is last but not the least step of every kind of
research project. Herein, investigator is used to give final and concise idea about the
whole report so that they can reach at determined result. In other words, this section
could be treated as reflective portion of report since overall judgement of researcher is
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shown by it. On the other hand, recommendation is provided also wherein team of
investigator commonly recommend things regarding the research project. It is to be
noted that in this project recommendation is given for carrying on further modifications.
1.3 Critically assessment all key references
This section include literature review from where all essential references are taken.
Literature Review is nothing but the collection of ideas or opinions of numerous of authors,
scholars and many other important persons. From this, researcher used to observe and collect the
authenticated data from various sources. This aid them in knowing about their conceptions
regrading the same theme or subject of research. Secondary sources such as books, different
websites, journals, magazines, etc. are being utilised by group members of investigators for
accumulating facts and figures associated with the TUI group. Assessment of key references are
described as follows :
Distinct digital technology trending in the travel and tourism sector
According to Elena Mogoş, technology is invented to foster change in travel and tourism
industry it defines a manner in which travel and tourism companies can interact with their
clients. Therefore, the companies can adopt various technologies in order to improve operations
to meet the customer expectations. There are so many technologies which can improve the
customer experience and some of these trending digital technologies are described below-
Augmented and virtual reality - It has been seen from the past few decades that the AR
and VR technologies popularity is increasing specially among the travel and tourism fertility.
These technologies can be used for content marketing and to surge the content customer
experiences. As many airline companies uses the virtual reality to display the flight luxury
ambiance and services to the customers. So TUI can also utilize the virtual reality technology
cause the customer can experience the joy of services and ambience which is providing by this
and this will surely increase the business.
Artificial intelligence – Artificial intelligence is one of the innovative and evolving
technology in travel and tourism sector. It can be divide into three categories such as machine
learning, chatbots or travel bots, and robots. As artificial intelligence is increasing it speed up the
quality and performance of human intervention which was taking lot of time in the past years.
Thus, it saves the time and cost both and with this point of view it would be a great opportunity
for TUI to urge the performance and quality.
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Internet of things – Internet of things has lot of potential to form the future of travel and
tourism industry and that's why the companies are started to utilize the internet. For an instance,
the customer can track their flights and baggage with an app which can be provide by the TUI to
give them an outstanding experience.
Wearable devices - Travel and tourism companies can use the equipped bands to track
and connects the customer while visiting to the sightseeing. These equipments are personalized
to give an extinguish experience to the customers because the company can track the guest's
location and activities and this will reduce the waiting time to explore the experiences.
Impact of digital technologies and transformation in the travel and tourism segments
Law and et. Al, (2015) is stating that the travel and tourism sector is one of the core
industry which gives a rise to the economic growth to the country. Therefore digital technologies
can make a good impact on it cause there there are so many factors which can affected the travel
and tourism companies badly, but now the digital technologies evolving to give a new rise to
these companies. There are some of the crucial impacts that precious for the TUI while adopting
the digital technologies that are given below -
Impact of internet – The advance digital technology deeply affected the travel and
tourism because it works as mediator between the companies and the clients. TUI has websites
that can be access by anyone and anywhere to retrieve the information about the package plan for
the cruises and travel charges for the airline and accommodation in hotels. The services can be
access on the distributed system over the internet and the clients can easily purchase any product
according to their convenience.
Impact of mobile technology – The advent of mobile applications bring a boom in the
travel and tourism sector, cause there possibilities to attract and offer the customer satisfaction is
more easy as compare to last few years. The customers are able to view the various companies
and compare them with other companies while surfing the internet on their smartphones. There
TUI can provide the messaging services for the confirmation of booking and broadcast the new
offers. The clients can experience the services that can make their trip awesome.
The digital technology transforms the travel and tourism sector because it is increasing
the potential to capture the more customers. They are also satisfied with the services before
making reservations cause there are so many ways that can give them a better experience and
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make an impression on them. TUI can adopt digital technology to allure the customer with a
eminent experience and firm can take the advantage of the following -
App development – As app development is one of the prime component of a business,
cause the user can search for information during the trip with the general and special apps. When
a travel and tourism company develops it customized app like TUI can have a app for its hotels
then the customer can easily the check the availability for the rooms and other services.
Factors of digital technologies that can influence to encourage the tourist or visitor
As per the view point of Mauri and Minazzi (2013)here are so many factors that can
influence the tourists through various promotional and skilled activities. As promotion is the
most crucial activity to attract the customers there are different kinds of states such as -
Campaigns – The company can organize a campaign in some malls or a crowded place
and make them participated in the campaign. The campaign can be promote the location as a
lucky draw for the customer. The campaign can be promote the tourist attraction online.
Advertisements – The advertisement is also an opportunity to grab the customers
frequently because presenting an advertisement has the ability to attract the prospect customers.
The advertisement can be show as infographics, virtual reality on the displays on the screens and
many more. As much as a company invests on the advertisements then it surely gives a fruitful
results.
The customers can retrieve the information from home about the place where they
wanted to take a trip. There are many hotels can companies which are providing the basic
information about the accommodation and transpiration facilities as TUI so that they would not
face any problems and stay connected with the firm for a long time. TUI can use all of the above
factors of digital technology that can influence and encourage the visitors.
Various technologies that can be utilised in TUI for better services and consumer satisfaction
According to Lee and Brahmasrene (2013), there are so many techniques that can be used
for the purpose for giving good facilities and services to the people in order to satisfy them at
higher extent. Some of the important one are described as follows :
Internet : TUI group can easily use internet for greeting their users by offering better
services via internet. They could modify the existing system of booking by making their official
websites more affective. This will aid them in seeking attention of large number of customers. At
the same time, they could utilise internet for providing them reservation system, through which
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clients can book their tickets or confirm their tours in very little quantity of time. This would
definitely help them in increasing the overall number of visitors in drastic manner as they get
excited by watching that kind of offer. This will aid in building a strong user base and finally
support them in increasing the level of profitability. Although, there are various benefits of using
internet, but different kinds of issues might be faced by TUI. For example, the risk of leaking
confidential data may enhances as large number of intruders are detected from a survey. In
addition to this, cases of fraud is increasing day by day. Thereby, venture have to be more careful
if they wish to maintain stable position in market.
Social media platform : TUI can also take help of various types of social media sites
like Facebook, Instagram, What's app & so on. These are popular websites as from a survey it
has been identified that approx. all people living in United Kingdom are having accounts on such
kinds of social web links. Thus, referred corporation can post images regarding tour places along
with their costing. This will assist common civilians in attaining idea about the trip and from this
they could easily manage or organise their trips in very few times. In addition to this, customers
can comment on the services which are being offered by them as per their personal experience.
This would help other visitors to acquiring idea about what place they should travel and why
they need to prefer TUI groups for the purpose of attaining travel and tour services. Thus, it can
be said that free advertisement could also be done by doing such type of work. So, it is totally
beneficial for the corporation as it will raise the range of profitability on regular basis. But some
negative impacts are present in this method. People who may get dissatisfied from their services
then, it is obvious that they would post negative comments. This will create bad image of
company and the possibility of decrement in the number customer might occur in future or in
present days.
1.4 Research project specifications
This segment or research project involves specification of assignment that means it is
consisting of different aims & objectives which are listed above in this report. These are found to
be more suitable for this inquiry as they are meeting the criteria of current topic and showing
what needs to be explored more. In addition to this, statements of hypothesis would be framed in
systematic format so as to reach final result. Hence, it could aid in forecasting the context of
execution. This has been found that the scope of presented study is wide in nature. The reason
for this is nothing but the powerfulness or influence of tour & travel industry.
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TUI can develop the idea of doing business by structuring these kind of specialisation in
most effective manner. Hence, it can be treated as fundamental component that will help
researcher in executing the investigation. Additionally, venture get also benefited from same
thing in various other works.
1.5 Appropriate process and plan for research project specifications
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