Research Report: Influence of Technology on Travel & Tourism

This research project investigates the influence of technology on the travel and tourism sector, focusing on its role in enhancing business operations and customer satisfaction. The report is structured into four tasks, beginning with the formulation of research specifications, including aims, objectives, and research questions. It critically reviews existing literature, identifying key factors contributing to research project selection and outlining necessary resources. The research employs both qualitative and quantitative methods for data collection and analysis, utilizing primary sources like survey questionnaires and secondary sources such as articles and journals. The findings are evaluated, interpreted, and analyzed to provide recommendations for Thomas Cook, a UK-based tour operator, regarding technology implementation, with further areas for consideration justified and a final presentation of the research outcomes.

Research Project
“Influence of technology on travel and tourism
sector”
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Contents
Introduction.................................................................................................................................................4
Task 1..........................................................................................................................................................5
1.1. Formulate and record possible research project outline specifications..............................................5
1.2. Identify the factors that contribute to the process of research project selection................................7
1.3. Undertake a critical review of key references...................................................................................8
1.4. Produce a research project specification.........................................................................................10
1.5. Provide an appropriate plan and procedures for the agreed research specification.........................11
Task 2........................................................................................................................................................13
2.1 Match resources efficiently to the research questions or hypothesis................................................13
2.2 Undertake the proposed research investigation in accordance with the agreed specification and
procedures.............................................................................................................................................14
Task 3........................................................................................................................................................17
3.1 Use appropriate research evaluation techniques..............................................................................17
3.2 Interpret and analyze the results in terms of the original research specification..............................19
3.3. Make recommendations and justify areas for further consideration................................................35
Task 4........................................................................................................................................................38
4.1 Use an agreed format and appropriate media to present the outcomes of research to an audience...38
Conclusion.................................................................................................................................................39
References.................................................................................................................................................40
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3

Introduction
The objective of the research project is to establish the scope, context, and significance of the
research conducted with the summarization of the current understanding and information about
the topic supported by the set of questions and hypothesis. The topic for the research conducted
is “role of technology in the travel and tourism sector”. The research project is divided into four
tasks that disclose different activities of the research. The first task 1 is the formulation of the
research project specification that specifies the outline of the research specifications. Task 2 is
the implementation of the research where the research problem will be critically examined and
investigated for the completion of the research goals and objectives. Task 3 is the evaluation of
the research outcomes and summary of the conclusions and recommendations. The final task 4 is
the presentation of the findings to reflect the outcomes of the research project.
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Task 1
1.1. Formulate and record possible research project outline specifications
Background
There is no doubt in the fact that in the modern environment, the role of technology is widely
grown in the business environment where the business organizations are consistently adopting
the latest technologies for the maximum growth and development. For the maximisation of the
business goals and maximum satisfaction of the customers, Travel and tourism sector has been
continuously looking for the latest and new technologies that help in improving the business
operations, enhancing the standard of the products and services and to retain in the competitive
business environment. On this note, the objective of the study is to reflect on the role of
technology in the travel and tourism sector for Thomas Cook. It is one of the renowned tour
operators in UK that offers quality and value tourism services to the customers and enjoys the
sound and reputed image in the eyes of the customers. The organization is planning to invest in
latest and new technologies for the improvement of the business operations hence a research be
conducted that will disclose about the influence of technology on the tourism industry.
Aims and objectives
The aims and objectives of the research conducted have specified below. For the successful
completion of the research, the accomplishment of the following objectives is very essential.
 To analyse the existing literature and uncover the theories and models to gain maximum
information.
 To critically analyse the role of technology in the travel and tourism sector with the application
of reliable and relevant research methodologies.
 To develop sound conclusions and recommendations for Thomas cook so that the tour operator
can implement the decision regarding the implementation of technology.
Research question
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Question- What is the role of technology in influencing the operations of the travel and Tourism
sector?
Literature review
It is one of the most important sectors of the research project that constitutes the knowledge and
understanding from the existing literature about the subject matter with an objective to gain
maximum information about the research topic. With the collection of efficient and effective
literature, it would be easy to accomplish the research aims and objectives with greater ease and
flexibility. It is a part of secondary research which can be collected through a number of sources
like articles, journals, books, internet sources etc.
The research has uncovered the opinions and reviews presented by the authors and scholars in
their writings related to the subject matter which will help in reaching to the end conclusions in
the most effective manner.
Resources needed
For the completion of the research, there is a number of resources required by the researcher that
not only helps in drawing reliable findings but also accomplishes the research on time. Some of
the required resources in the research are financial, human, time etc. Along with these resources,
primary and secondary sources also plays important role in the execution of a successful
research. Primary sources include Survey Questionnaire and secondary sources comprise of
articles, books, periodicals, and internet sources.
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1.2. Identify the factors that contribute to the process of research project selection
Designing and planning of the research project selection is the initial part of the research which
should be carefully considered by the researcher so as to execute the research properly. Some of
the identified factors are discussed under:
 The research problem should be clear and known. A research problem is something which may
arise in practice and needs some solution by the way of exploration. Hence it should be
effectively determined by the research problem.
 The research aims and objectives of the research project should be specified as the entire
research revolves around the completion of these aims and objectives (Smith, 2015).
 Development of hypothesis is also an important factor for the research project. With the critical
development of the hypothesis, it is easy to compare the research findings and outcomes.
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1.3. Undertake a critical review of key references
In the words of Koo, et. al. (2015), over the ages, there has been significant growth experienced
in the industry of travel and tourism with the expansion and development of the technologies. On
a global perspective, technology has transformed the structure of tourism industry in a highly
effective manner. For an instance, booking a trip today and booking a trip 10 years ago was
totally different. The main objective of the travel and tourism sector is to provide quality and
valuable services to the customers for the satisfaction of their tourism needs and expectations. In
the modern competitive environment where customers are getting day by day more conscious
and rational about the values, they are spending on services hence operating in a service industry
it is essential to adopt new and latest technology that can efficiently cope with the needs and
expectations of the customers.
With the development of technology, the business operations and functions of the industry has
changed where from booking a trip to accommodation services can be offered to the customers at
a single click. Technology can be applied in a number of business operations of the tourism
organizations such as online booking, customised services, accommodation facilities,
transportation, customer tracking, customer relationship management, GPS tours, social
networking etc. (Koo, et. al., 2015).
As per the thoughts of Mihajlović (2012), there is no doubt in the fact that tourism industry is a
major contributor to the growth and development of the economy as the demand of the tourism is
continuously growing in the world. To deliver the quality satisfaction to the customers, it is not
only essential for the tourism organization to supply best and superior quality products and
services but also valuable experiences. It can be possible with the application of modern and
latest technologies that deliver value experience to the customers in a very attractive manner.
In the words of Mihajlović (2012), communication technology in the travel and tourism sector
has become very popular for attracting the attention of the visitors towards the instant
reservations and payment collections. Through the application of the communication technology,
it is easy to improve the business operations in an effective way. The organizations in the
industry can avail maximum competitive advantage over the competitors if they invest in latest
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and new technologies as customers will for those services which are embraced in efficient
technologies.
According to Le (2014), technology has effective implications on the business operations of the
travel and tourism industry where it is not only efficient in improving the satisfaction of the
customers but also modernise the way of doing business. It allows the communication between
the tour operators and the customers so easy from the check-in process to the checkout.
Technologies like Websites, online booking, blogs, social media are grabbing the attention of the
customers and widely used by them before planning for a trip or tour.
As per it is also seen that with the expansion of technology in the tourism industry the
expectations of the customers have also raised which should be fulfilled by the tourism
organization in order to retain customers for a longer time. Also, technology has improved the
profitability and revenues of the organizations. For an instance investing in social media
marketing is cost-effective than using the traditional methods of marketing where a large number
of customers can be easily attracted in a very period of time. Hence it is also found that
technology plays a great role in the marketing operations of the tourism industry. It is clear that
technology plays a pivotal role in the progress and advancement of the tourism industry.
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1.4. Produce a research project specification
Research project specifications are the description of the tools and techniques which are used in
the research. The below discussion will outline the specifications of the research project for this
research.
Research scope
The scope of the present research is wide as there has been plenty of debates and discussion done
on the research problem; the role of technology in the travel and tourism sector. Hence it can be
effectively said that the findings of the research will be useful for the business organizations in
the tourism industry. Also, the findings can be used by the future researchers and scholars for
further analysis on the research topic.
Research methods: Research methods are the methods which are used for the proper and
systematic evaluation of the research in an effective way with an objective to accomplish the
research aims and objectives. In this research project, both qualitative and quantitative methods
are used for the execution of the research. The qualitative method is used for the collection,
analysis, and interpretation of the secondary data while on the other hand quantitative method is
used for the collection, analysis, and evaluation of the primary data and information.
Data collection methods: It is the process of collection of reliable and relevant data for the
research in order to reach the end conclusion effectively and efficiently. The data collection
sources in this research are primary and secondary sources. Primary sources of data collection
include survey questionnaire while the secondary sources of data collection involve articles,
journals, books, and internet sources (Brannen, 2017).
Data analysis techniques: Data analysis is the techniques which are used for the evaluation and
interpretation of the collected data and information. For the analysis of the primary data, the
quantitative data analysis techniques will be used while for the evaluation of the secondary data
and information (Varanasi, 2015).
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1.5. Provide an appropriate plan and procedures for the agreed research specification.
The below action plan and Gantt chart will disclose the schedule of the research project. By
following the action plan, it would be easy to complete the research on desired time.
Action Plan
S.NO Activities Starting date Ending date Time
duration
1 Research plan June 1, 2018 June 3, 2018 3
days
2 Data collection June 4, 2018 June 7, 2018 4
days
3 Data analysis June 8, 2018 June 10, 2018 3
days
4 Findings and discussion June 12, 2018 June 14, 2018 3
days
5 Conclusion and
recommendations
June 15, 2018 June 16, 2018 1 day 1
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Gantt chart
Activities 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Research plan
Data collection
Data analysis
Findings and outcomes
Conclusions and
Recommendations
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Task 2
2.1 Match resources efficiently to the research questions or hypothesis.
The questions of the research are the problems or issues which are addressed in this research.
The research questions lay attention to the main theme of the research.The research hypothesis is
the basic assumptions which are considered for drawing significant conclusions from this
research. The prime research hypothesis of this study is presented below:
H01- Technology is having a positive influence on the decisions taken by consumers
H02- technology is directly related with the travel and tourism segment
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2.2 Undertake the proposed research investigation in accordance with the agreed
specification and procedures.
The questionnaire specified below will be distributed to general people and tourist who will give
their opinions regarding the use of technology by the Thomas Cook. Technology plays a pivotal
role in the travel and tourism segment. The questionnaire consists of 8 questions which rotate
around the theme of this research. Both positive and negative options are given on each question
so that clear results can be drawn from this investigation.
Question 1- Is technology essential in the travel and tourism segment?
A. Ye
B. No
C. Can't Say
Question 2 – Do you think technology helps Thomas Cook to expand their consumer base?
A. Yes
B. No
C. Can't Say
Question 3- Is social media an important tool for Thomas Cook to market its tourism
packages?
A. Yes
B. No
C. Can't Say
Question 4- Do you think technology helps you in getting affordable traveling packages and
holidays?
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A. Yes
B. No
C. Can't Say
Question 5- Do you think social media helps in creating better traveling experiences?
A. Yes
B. No
C. Can't Say
Question 6- Do you think that technology saves your time while planning a vacation?
A. Yes
B. No
C. Can't Say
Question 7- Is the use of technology can provide Thomas cook with competitive
advantages?
A. Yes
B. No
C. Can't Say
Question 8 – Is using technology in travel and tourism segment advantageous to both
consumers and suppliers?
A. Yes
B. No
C. Can't Say
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Record and collect data
S.no
.
Questions Respondents
1 2 3 4 5 6 7 8 9 1
0
1 Is technology essential in the travel and tourism segment? A A A A A A A A B A
2 Do you think technology helps Thomas Cook to expand their
consumer base?
A A A A B C A A B A
3 Is social media an important tool for Thomas Cook to market
its tourism packages?
A A B A A A C A A A
4 Do you think technology helps you in getting affordable
traveling packages and holidays?
A A B B A C A A A C
5 Do you think social media helps in creating better traveling
experiences?
A B A A A A A A A A
6 Do you think that technology saves your time while planning
a vacation?
B A A C C A A A A C
7 Is the use of technology can provide Thomas cook with
competitive advantages?
A A A B B C B A A C
8 Is using technology in travel and tourism segment
advantageous to both consumers and suppliers?
B B A A A C A A A C
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Task 3
3.1 Use appropriate research evaluation techniques.
Research evaluation techniques
There are many dissimilar kinds of evaluations which are depending on an objective of being
appraised and determination of evaluation. Possibly the furthermost significant basic difference
in evaluation kinds is that among summative and formative evaluation. Formative evaluations
improve or strengthen the purpose of being evaluated -- they assist form it by investigating the
distribution of technology or program, quality of its application, and calculation of the structural
background, procedures, personnel, inputs, and so on. Summative evaluations, indifference,
inspect the outcomes or effects of some object -- they review it by stating what happens
subsequent to distribution of technology or program; measuring whether purpose can be said to
have initiated the consequence; defining an overall impact of fundamental aspect which are
beyond only instantaneous target consequences; and, assessing the qualified costs which are
related with objective (Charmaz and Belgrave, 2012).
There are two major types of research evaluation techniques. These techniques are-
Formative evaluation technique-
The Formative evaluation starts in lead up to a scheme, as well as throughout project in an order
to increase project policy as it is being executed (continual upgrading). Formative evaluation
often lends itself to qualitative approaches of investigation (Montgomery, 2017).
Summative evaluation technique-
The Summative evaluation starts throughout and after the project implementation and is related
with more aims, quantitative approaches. The difference among summative and formative
evaluation can turn out to be blurred. Normally, it is significant to identify in what way
intervention functions, as well as if it functioned. It is consequently significant to assess and
capture both quantitative and qualitative data.
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The above investigation is done by using summative evaluation technique. Summative
evaluation technique helps in building effective means to accomplish the goal of the research.
The summative techniques are familiar with SMART objectives. In this research, a questionnaire
is used which lay attention on numerous stages and measure the effectiveness of the questions
which are addressed in leading this research in a well-organized manner. The summative
evaluation method is used to acquire information and responses from the people. The data is
accumulated from 10 respondents who will give their opinions on the influence of technology on
Thomas Cook (Liamputtong, 2013).
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3.2 Interpret and analyze the results in terms of the original research specification.
Question 1- Is technology essential in the travel and tourism segment?
A. Yes
B. No
C. Can't Say
Option
s Response
Yes 9
No 1
Can’t
say 0
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Analysis- from the above chart, it is seen that 90% of people said a yes towards the use of
technology in the travel and tourism segment. Technology helps the travel company like Thomas
Cook to increase their sales by offering services to numerous consumers all across the globe.
Technology is important in the travel and tourism segment for better planning and selling of
tourism packages. Technological novelty is an important source of competitive benefit for the
travel agencies like Thomas Cook which take benefit of technological development in their
occupational plan, while agencies which thoroughly overlook new technologies and their
welfares will unavoidably lag behindhand opposition.
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Question 2 – Do you think technology helps Thomas Cook to expand their consumer base?
A. Yes
B. No
C. Can't Say
Option
s Responses
Yes 7
No 2
Can’t
say 1
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Analysis- from the above graph, it is observed that 70% of people think that technology helps
Thomas Cook to expand its consumer base. Technology has the tendency to target people from
numerous parts of the world. Technology is having a strong influence in terms of generating
opportunities – suppleness to generate merchandises with groundbreaking apparatuses, nurturing
consciousness through obtainability of info – in distribution and promotion of holiday bundles.
Travel agents of Thomas Cook with once limited marketplace analysis owing to their magnitude
now must access to an abundant superior marketplace owing to innovative technologies. Thomas
Cook lays out that local travel agents who were using Global Distribution System (GDS )have
improved marketing approaches and long-drawn-out their facilities in an exertion to understand
an augmented competitive benefit
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Question 3- Is social media an important tool for Thomas Cook to market its tourism
packages?
A. Yes
B. No
C. Can't Say
Analysis-
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Option
s Response
Yes 8
No 1
Can’t
say 1

From the above graph, it can be seen that 80% of the people said that social media is an
important tool for Thomas Cook to market its tourism packages. Social media is important to
market services and products. Travel agents of Thomas Cook have to familiarize their online
bookings and websites to overall “expectations and experience” of sightseers; furthermore, future
travel agents will have to keep up with opposing purposes which offer user-friendly
accomplishments, conveniences, and values.
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Question 4- Do you think technology helps you in getting affordable traveling packages and
holidays?
A. Yes
B. No
C. Can't Say
Option
s Response
Yes 6
No 2
Can’t
say 2
25

Analysis- From the above graph, it can be seen that 60% of people think that technology helps
the consumer in getting affordable traveling packages. Technology is important to understand
the need of the consumers. Technology plays a great role in marketing the products and services
which are supplied by the Thomas Cook.
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Question 5- Do you think social media helps in creating better traveling experiences?
A. Yes
B. No
C. Can't Say
Option
s Response
Yes 9
No 1
Can’t
say 0
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Analysis- from the above chart, it is observed that 90% of the people think that social media
plays an imperative role in creating better travel experiences. Social media influence other
people to look into all the services which are offered by Thomas Cook and to also review and
rate the services offered by the company so that other consumers can have better tourism
experiences. The role and importance of contemporary technology in the transportable agents’
delivery system cannot be deprived of (both in the procedure of providing facilities and signing
contracts), which is chiefly marked in the potential delivery of service sections and combined
tourist merchandises
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Question 6- Do you think that technology saves your time while planning a vacation?
A. Yes
B. No
C. Can't Say
Option
s
Response
s
Yes 6
No 1
Can’t
say 3
29

Analysis- from the above graph it can be seen that 60% of the people think that technology plays
a huge role while planning for the vacation. Technology helps the consumers to pick a right
tourism package by looking into all kinds of deals and promotions. Innovative tour operatives
will be capable to move expertise and resources in the direction of consumer service and to make
more dealings. Innovative workers are persons who keep pace with tendencies of expansion,
apply new know-how, repeatedly teach their personnel, and highlight the prominence of quick
reply to a traveler request.
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Question 7- Is the use of technology can provide Thomas Cook with competitive
advantages?
A. Yes
B. No
C. Can't Say
Option
s
Response
s
Yes 5
No 3
Can’t
say 2
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Analysis- from the above graph it is seen that yes 50% of the people think that technology helps
Thomas Cook to survive in the competitive market. Technology is very important as it helps the
company to market its products and service to more and more consumers at very affordable
prices. Well-organized management is crucial for the competitiveness of tourism organizations,
while an usage of Information and Communication Technology in all business sections enables
accomplishments which are a precondition to the organization of agency and tasks jobs, while it
should be said that fractional competence of specific occupation influences overall occupational
performance.
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Question 8 – Is using technology in travel and tourism segment a waste?
A. Yes
B. No
C. Can't Say
Option
s
Response
s
Yes 2
No 6
Can’t
say 2
33

Analysis-From the above graph it is observed that 60% of people responded a no to the question
of technology being a waste. Technology can never be a waste if utilized in a proper manner.
Technology plays a pivotal role in the traveling and tourism segment.
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3.3. Make recommendations and justify areas for further consideration.
Recommendations:
The websites of the Thomas Cook must be updated and upgraded with the newest technologies
to upsurge the business efficiency. Thomas Cook and government of UK must train and
encourage the business on the utilization of social media platforms for marketing products and
services. The government of UK must make sure that there is the availability of high-speed
Internet and affordability to influence the common prices and a man of computer systems must
go down further. The attentiveness for stakeholders in the direction of Google examination must
be provided. Thomas Cook must assimilate all sections through Internet Communication
Technology. High-speed internet services must be offered by government and chances of power
botches must be evaded. The UK government must inspire an expansion of mobile business (e.g.,
payments, promotion etc.) and must be united within the tourism and travel industry. It is
important that the present communications and information technologies must be upgraded,
updated and unified integration both externally and internally must be done to advance tourism
business processes. An integration of Internet Communication Technology in travel and tourism
should benefit mutually, consumers and service providers getting together other shareholders as
well, on a mutual stage
The company should hire skilled and trained experts who can manage and ruin a computer and
electronic software to improve the products and services which are sold by the Thomas Cook.
The skilled and educated personnel help in the better planning of tourism packages. The
company should also frame strategies to promote sustainable tourism so that the company can
uplift its image in both local and global market. Technology in itself cannot be implemented if
there is not an appropriate workforce for managing and implementing that technology. Further,
the company should tale the feedbacks from the consumer and keeps a continuous review of the
products and services. It can be seen that technology is important for the survival of the business
in the modern marketplaces. Technology is an important business tool for expanding the
consumer’s base of the company. The company should understand the needs of the consumers by
doing market survey and investigations with the help of social media tools and applications.
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Technology should be adopted by Thomas cook for managing and running its business
operations in a successful and effective manner (Sun, et. al., 2017).
Areas for further consideration
This investigation extended the theoretic base of technology implementation in travel and
tourism area from in-trip travelers’ viewpoint. More precisely, this investigation examined the
real utilization of Information and Communication Technology in the tourism area. This
investigation can be conducted in an appropriate manner by using mixed methodologies. Mixed
methodologies will produce the results of this research in an effective and efficient manner.
The idea of special innovativeness must also be a thought-provoking initiation pad for advanced
examination and progression of the study on technology confrontation and possible reasons for
sluggish implementation proportions amongst dissimilar marketplace segments
This investigation also emphasized that there are still problems regarding exactly how customers
observe prominence and impact that they can create to achieve ecological tourism. Additionally,
efforts are required on tactics for the additional transformation of customer approaches and in
what way Information and Communication Technology, and in particular, social media can be
utilized to interpret optimistic attitudes into performance. A movement must be built and a
longitudinal investigation must be incorporated to understand in what way social media can alter
attitudes regarding ecological tourism and travel in a precise destination (Kelling, et. al., 2017).
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Task 4
4.1 Use an agreed format and appropriate media to present the outcomes of research to an
audience.
The poster highlights the major findings of the research conducted influence of technology on
the travel and tourism sector. It is found from the research that technology has positive
implications for the growth and development of the tourism industry. With the application of the
efficient technologies, the tour organizations like Thomas cook can improve the business and
deliver quality and valuable experience to the customers.
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Conclusion
The above research conducted on the “influence of technology in the travel and tourism sector”,
has effectively developed pertinent understanding in the minds of the readers. It is found that
technology has enormous implications for the travel and tourism industry such as maximization
of the customer satisfaction, improvement of the business operations, effective communication,
enhancement of profit and revenues etc. The findings and conclusions can be effectively used by
the Thomas cook regarding the decision of the implementation of the technology in the business.
The research has successfully accomplished with the application of the relevant and reliable
methodologies that has efficiently used in the collection, analysis, and interpretation of the data
and information with greater ease and flexibility.
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