Pearson BTEC HND Tourism Research: Digital Technology at TUI

This research project analyzes the influence of digital technology on the travel and tourism industry, specifically focusing on the TUI company. The study aims to understand how digital technology affects consumer decision-making processes, the impact of social media on tourists, and the role of digital services provided by travel companies. The research explores themes such as the overall influence of digital technologies on TUI's operations, the positive impact of e-commerce, the importance of implementing digital technologies for profit, and the key technologies needed for competitive advantage. The project also examines traveler behavior in online booking, the need for TUI to adapt to digital practices, and the barriers to implementing digital technologies. Furthermore, the project investigates the extent to which advanced technologies influence consumer decision-making and identifies strategies to encourage customers to use TUI's services. The research utilizes graphical representations to visualize the survey results and references relevant academic literature to support the findings.

RESEARCH PROJECT

Aim of the investigation –
 To analyse the influence of digital technology by customers in travel and tourism industry in
context of TUI company.
Objectives of research -
 To develop the understanding about effect of digital technology on consumer decision making
procedure in travel and tourism sector.
 To analyse the way digital technology or social media influence tourist.
 To identify the decision making process by people in travel and tourism industry.
 To determine the influence of digital services provided by travel company on customers.
 To develop the understanding about the importance of technology in travel and tourism sector.
Aims and objective of research

Strongly agree Agree Disagree Strongly disagree
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Theme 1: digital technologies influence
overall operations of TUI

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Increase business revenues
Reduce transaction time
Direct coordination with tourists
Global level expansion
Theme 2: E-commerce positively impact on
travel industry

Yes
No
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Theme 3: Implementation of digital technologies is
beneficial in order to raise profit of company

Mobile technology Internet Social networking sites
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Theme 4: major technology that needs to be
implementing by TUI for gaining competitive
advantage

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Theme 5: travellers book their tickets online and
gather all detail by using technologies

Yes
No
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Theme 6: TUI is required to make changes in its
practices and have to implement digital technologies

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Increase operational cost
Poor skills of employees
No barrier
Theme 7: barriers of implementing digital
technologies

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No influence
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Theme 8: To what extent advance technologies
influence consumer’s decision making process

Increase security and safety Promotions on social
networking sites
Use of mobile applications
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Theme 9: best strategy to encourage people to buy
services of TUI

Gunasekaran, A., Subramanian, N. and Papadopoulos, T., 2017.
Information technology for competitive advantage within
logistics and supply chains: A review. Transportation Research
Part E: Logistics and Transportation Review. 99. pp.14-33.
Lee, D. Y. and Kim, S. G., 2016. Determinants of Technology
Transfer for Convergence Management Strategy of Small and
Medium Enterprises. Journal of Digital Convergence. 14(3).
pp.83-94.
References