Analysis of Technology's Impact on Travel and Tourism (Skyscanner)

Desklib provides past papers and solved assignments for students. This project analyzes technology's impact on travel and tourism.

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Research Proposal

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Table of Contents
Topic:.........................................................................................................................................3
Introduction:...............................................................................................................................3
LO1: Formulation of Research Specifications:..........................................................................3
Research question or hypothesis:...............................................................................................3
Aim and objectives:....................................................................................................................3
Rationale:...................................................................................................................................4
Literature review:.......................................................................................................................4
Research Methodology:.............................................................................................................5
Research design:.....................................................................................................................6
Diagram of research process/ design:....................................................................................8
LO2: Implementation of research project:...............................................................................11
LO3: Evaluation of research outcomes:...................................................................................12
References:...............................................................................................................................13
Appendix:.................................................................................................................................15

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Topic: The impact of technology in the travel and tourism sector
Introduction:
Travel and tourism are the major factors of our day to day lifestyle. The travel and tourism
signifies for an individual to move from one place to another and stay outside usual
surroundings for successive period of 12 months and more. The world is growing
technologically as well as being connected by technology and electronic communications, as
an impact of technological development the travel and tourism sectors are also being
advanced with technology. (Buhalis et al. 2011) Technology has made vital impact of all the
sectors of lifestyles, especially travel and tourism due to economic and lifestyle growth in this
sector. This report includes the factors essential to be considered in the study of impact of
technology in travel and tourism sector. Technology has been taken place in travel and
tourism sector in terms of electronic communications, internet data transfer, mobile
application and websites like skyscanners, data collection, data storage, data sampling and
data analysis. Therefore technology impacts on almost every aspect of travel and tourism
sector. This report considers overall utilisation and impact of information and communication
technological aspects like internet on the global sector of travel and tourism. (Swarbrooke et
al. 2012) (Please see appendix 3)

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LO1: Formulation of Research Specifications:
Research question or hypothesis:
The research has to be performed with answers of following questions with hypothesis
centred approach.
Research questions are as follows;
What impact does information and communication technology (ICT) makes on travel and
tourism technology?
What are the technologies implemented in travel and tourism sector?
Which research technologies are utilised to proceed with the research and objective
accomplishment?
Aim and objectives:
Aim: To identify the applications and impacts of technology in travel and tourism sector
with study of the effective techniques of research.
Objectives:
1. To study the evolution of information and communication technology (ICT) in the
travel and tourism sector.
2. To identify the applications of technology, such as internet in terms of Skyscanners in
the travel and tourism sector.
3. To analyse the effectiveness and depth of impact of technological involvement in
travel and tourism sector with effective use of research and analysis technologies.
Rationale:
In the technologically advancing globalisation today the terms of E-travel or E-tourism are
being popular. E-tourism is basically a revolutionary technological advancement that
provides processes and electronic chained connections of travel options, caterings,
accommodations and travelling industries that provides easy access to all the services at one
go. This is basically an advanced service that works on interconnections of stakeholders to
create a collaborative service network or system. E-tourism is an application of internet with
advanced involvement of information and communication technologies (ICT).
Implementation of the concept of E-tourism builds space for technologically advanced
services like mobile applications, global positioning system, travel progress tracker, and
travel metasearch engines like Skyscanners. (Theobald, 2012)This extensive advancement
with technology in the travel and tourism sector develops the need o proceed this project title
under study. This will be followed with effective utilisation of research techniques like data
collection, qualitative research methods, and quantitative research methods, research data

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elements sampling methods upgraded with validation and reliability check of the research
data. It creates a need of analysing the collected data elements to effectively understand the
study of this research title that is; the impact of technology in travel and tourism sector.
(Boniface et al. 2016)
Literature review:
Travel and tourism sector and technological advancements are going hand in hand since last
two decades. The applications of information and communication technology have brought
vital change in the sector of travel and tourism with the help of internet accessibility. The
sector of tourism is not just limited to travelling but it is considered to be a continuous
chained process with the links of travel industries, accommodations like hotel and living
services, tourist guidance network, catering as in hotel chains and restaurants, and so on with
customer comfort and satisfaction. (McMillan et al. 2010) It is definitely an integrated
process with heterogeneous products on each stage with complex collaborations of different
industries like travel industry, food and beverage industry, customer safety industry,
hospitality industry etc.
The changes brought by information and communication technologies in the travel and
tourism sector are vital and are to be taken sole responsibility of aggressive growth and
evolution of travel and tourism industries along with chained industry sectors. The
innovations taking place in the market of travel and tourism industries are the by-products’ of
implementation of information and communication technologies with complex mixture of
customer and industry needs. E-tourism has brought major competitiveness in the area of
travel and tourism by advancement of intranets towards recognition of internal processes and
extranets towards transactional developments amongst the network of stakeholders. (Lewis,
2015)
Last decade has been proven to be the decade of E-commerce. The concept of E-commerce is
easy to talk of as commerce applications on internet but it has been found to be very complex
when comes to application. Yet collaboration of E-tourism and E-commerce has brought the
vast change in travel and tourism sector. Super fast telecommunication and electronic
information transfer has been the backbone of development of E-commerce and it has
changed the tourism industry scenario to fast financial gains with help of information and
communication technologies. The research shows that there has been 54 percent growth in
number of customers turned towards internet facilities to get information about the travel and
tourism sectors and to make travel plans for various reasons, in last few years. It has been
noticed that the major reason behind inclination of the customers towards internet facilities is
the ease of access and availability of ample amount of information that is needed for the
customers. (McMillan et al. 2010) Technological facilities developed with the
implementation of information and communication technologies such as E-compasses,
navigation, internet travel maps, hospitality package booking and maintenance are making
betterment in the travel and tourism sector. The implication of such technological

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advancements in the travel and tourism sectors are giving space to encompass dynamic travel
and tourism packaging sources to make services more easy and accessible to new customers
with the major advantage of freedom of choosing exactly what fits perfectly in their
requirements and budget. The best example of this service budgeting is the organisation
Skyscanner. Skyscanner is a company, situated headquarters in Edinburgh, Scotland; which
comprises as a metasearch engine for travel and tourism plans. This company website is now
owned by the largest travel company of China, Ctrip. It basically provides an advanced travel
fare aggregator internet website that helps the tourists or travellers to search and select the
cheapest flights for their plans. Skyscanner provides information in over 30 languages all
over the world on internet website and around 60 million customers access it per month,
according to the research. (Sarantakos,2012)The company Skyscanner also provides daily
news feeds for travellers which give update about travel and tourism industries and flight
industry on the immediate access. The company Skyscanner has been found to the most
impactful organisation in travel and tourism industry yet research says the implementation of
information and telecommunication technology has brought them towards huge success.
Research Methodology:
The objective or purposes of this research project is to study and understand the impact of
information and communication technology (ICT) in travel and tourism sector and study the
effectiveness of implication of technological advancement in the same sector of industries. It
includes integrated study of travel and tourism sector and its relation to information and
communication technology followed by interconnection to different service industries with
access to new technological innovations like Skyscanner. (Neuman, 2013) It is also very
important to find out that if any initial research falls under utility considerations to follow this
research project therefore the methodology of this research project will be a proceeding to
literature review with qualitative and quantitative research methods. The major aim of this
research project is to identify the factors of implementation of technology in travel and
tourism sector and back it up with the intensive analysis of research data collected elements
to give ethical evidence and authentication to the research project. The motive is to identify
the applications of technology in travel and tourism sector and then analyse them for the
depth of effectiveness of them in terms of technological advancement, organisational
performance, technological performance, customer satisfaction, process efficiency and
financial growth etc. (Silverman, 2016)
The motivation or rationale of this research project comes from the basic day to day
observations in the sectors of travel, finance and hospitality which are interconnected aspects
of tourism industry. These three aspects together in collaboration of information and
communication technologies (ICT) have given birth to the concepts of E-commerce and E-
tourism with extensive advancements and applications of technology. The methodology of
any research gives solid foundation for the research steps to be built. Therefore the
methodology of this project will be followed as the strategic design and research techniques.
(Neuman, 2013)

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Research design:
According to studies it is understood that research design is a strategic process of putting
steps to be followed in a flow. It is a strategic process in which steps like research data
collection and analysis of data elements is performed with the step by step procedure to be
followed. In this research design process the data collection with different data collection
methods such as qualitative data collection method and quantitative data collection method
are followed by the analysis of step by step process in relevance to the aim of the project.
Design of a research can also be mentioned as the strategic collaboration of procedures of
data collection, identification, measurement and analysis of data elements to achieve the
specified goals of the research project. The process of research design is quite critical and
uncontrollable due to the fact that this gives overall layout of what exactly the researchers are
supposed to do till then of project that is till they achieve the stated outcomes or objectives to
be fulfilled. (Lewis, 2013)
Following are the concepts though which this project is designed to achieve the
understandings of impact of technology in travel and tourism sector;
There are two ways of research data collection such known as qualitative and quantitative
methods. These two methods of data collection are utterly differentiated on the basis of
dependent and independent variables. Qualitative method is utilised to collect data elements
with higher relevance to the research objectives and great authentication. The quantitative
method gives ample number of data elements which will be somehow related to objective or
research title but they need to be refined with sampling and validation methods to get
effective results from the overall research project. (Wilcox et al. 2012) Once the research is
defined and data is collected then it comes to specify the research design in different types
such as, descriptive research, diagnostic research, exploratory research or hypothesis testing
research design.
Here in this research project the research design outcomes are centred to hypothesis of the
project title therefore what, how, when are project questions to be solved with hypothesis
research design. This is also referred as formulative research design. This type of research is
designed on the basis of the aspects to be centralised on one specified hypothesis with one
research perspective. The research elements will put more emphasis on the investigation of
authentic insights of the research subject. Here in order to research the impact of technology
in travel and tourism sector with special term consideration of the organisation called
Skyscanner, the qualitative and quantitative data collection methods. The collected data has
to be refined in order to fit in the design framework and therefore the data sampling and
validation will be performed in the fellow research project report.
The data is further to be evolved with formative and summative methods of research
evolution. The evolved data and research process has to be analysed with differed methods of
data analysis and research elements are to be refined in relevance of research hypothesis.
( Casaló et al. 2013)

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Diagram of research process/ design:
Fig: Research Process/ Design Diagram, Available at:
https://www.researchgate.net/figure/Flow-Diagram-of-Research-Process-The-respondents-
were-provided-with-a-clear-briefing_fig1_287336064
As shown in the above research process diagram this research project has to be converted or
plotted in the research design with the step by step layout with process details. The project
research design has to be carried out in three steps as to follow effective research. The project
process design for this project title of the impact of technology in the travel and tourism
sector is presented in the steps as follows;

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Part I:
Selection of Topic: The topic for research project is selected on the basis of regular
observations of the travel and tourism sector. It is important research and put on information
of the overall sector before selection of the research project title. It has been noticed that
information and communication technology (ICT) has already impacted vitally in the travel
and tourism sector in terms of E-tourism, E-commerce, electronic information transfer, online
accessible outlets like tourists websites and easy to utilise mobile applications like
Skyscanner mobile app. (Schneider et al. 2010) This makes the project title selection worth
and proves that it is immense important to take the research on impact of technology in travel
and tourism sector.
Literature Review: Under the considerations of research project design second step is to
understand the background of selected topic. It is possible that the earlier study could make
some additions to the research process. In fact the literature review helps in setting the
starting point for the research procedure and also is makes the study flow and steps enough
easy to understand. The literature review has to be solidified and authentic due to the fact that
is works as a benchmark to the work flow of a research project so if is not done with good
foundation then the flow of study might go wrong. It is advised to take data for literature
review from authentic sources like internet websites, earlier research material, empirical data
collected from earlier experiments, statistical data collection etc. A strong literature review
gives solid foundation to the new research project. (Gläser et al. 2013)
In this research project the literature study should include information about different
information and communication technologies being utilised in the travel and tourism sector,
advancements built by the technology, different applications of technology in the travel and
tourism sector as well as impact of technology in its interconnected industries like hospitality,
insurance etc. It should also be followed by ethical research of impact and effectiveness of
the technology being used in travel and tourism sector. (Lewis et al. 2013)
Identification of research gap: The third step in research project design is to identify the
research gap between the information found in literature review and the observations made in
the current research project’s objectives. It gives clear idea of about which aspects study has
been done and what are the research objective factors are required to study in depth. It
defines the research depth that is the efforts to be put on each topic in the objectives. It gives
clear idea about time utility also as if there is enough research done on one factor then in
current research project that factor will be given less time and if the factor hasn’t been studied
then that has to be taken under more time and depth of study. As the project is always time
bounded task it’s important to identify the research gap and proceed with the project work
accordingly. As in this case research gap is identified as the study of impact of technology in
travel and tourism industry in example terms of Skyscanner organisation. This research
project will have to put higher impact on Skyscanner terms that on general research of travel
and tourism industry. (Klingner et al. 2011)

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Part II:
Formulation of research question: Once the research gap is identified it is an easy but
mandatory task to formulate the research question. It includes what to study, when to study,
how to research, and what methodology and when to execute, such kind of questions. It is
basically a questionnaire of the overall research project. (Alvesson et al. 2011) It implicates
the touch points of the project title as it is required to identify the high and low points of
research. As in this case what are the impacts of technology on travel and tourism industry?
How to collect research data in effective manner? What are the technologies being
implemented in travel and tourism industry? Etc.
Selection of research method: There are different methods of research available such as;
observation research, participation research, survey research, interview research, group
centred research, experimental research, and secondary data analysis etc. These are the
research methods can be utilised individually or in combination to achieve research
objectives. It has been understood that for an effective research of any project title only one
research method is not sufficient as the research work needs broad study and data collection.
(Klauer et al. 2011) Therefore these research methods are merged in the two research data
collection classifications such as qualitative research method and quantitative research
method. Selection of research method takes consideration of time available for research,
requirement of research data types, details of data to be achieved, and techniques of analysis
available. Therefore this project being more of a quality affected with title of impact of
technology on travel and tourism sector would require interviews, survey, experimental and
secondary/ statistical data collection which come under qualitative data collection. Therefore
qualitative research is primary and quantitative research data collection is secondary research
method. (Flick, 2015)
Research proposal: Once prerequisites of research are ready the research proposal has to be
created with inclusion of time and data requirements and literature review followed by
methodology. The citations of the research material are required to be included in the
research proposal. Once the research proposal is approved then it can be taken as actual
project to study and process.
Part III:
Application of data collection techniques and data analysis: Once the data collection
techniques are prioritised as qualitative followed by quantitative data collection. Therefore
the data should be collected from different internet sources, interviews of the customers and
employees of Skyscanner, internet comments and reviews and surveys should be conducted
to get information. (Neuman, 2013) All the collected data elements are required to be
authentic and valid therefore sampling and validation should be performed to check if the
data elements can be fitted in research work. The quantitatively collected data should be
sampled and data groups should be refined with only valid, reliable and authentic data
elements. The data must be analysed with qualitative and quantitative methods both to create

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an effective research data material with authorised source selection and reliability validation.
(McMillan et al. 2010)
Concluding the research: Once the study is done and analysis is performed the conclusion
should be written for overall research project performance and outcome. It is important to
keep the conclusion short and pointed with all the outcomes covered effectively.
LO2: Implementation of research project:
To work on the project with the objectives to understand the impact of technology on the
travel and tourism sector the research design or plan is implemented in step by step manner.

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As the outcome of overall data collection by survey, interviews, internet reviews and
experimental or strategic data collection it is understood the Skyscanner is a metasearch
engine has been developed with the advanced application of information and communication
technologies (ICT). The services being provided by the company are actually the impact of
effective utilisation of technology to create electronic tourism medium. (Kimani et al. 2013)
Skyscanner is specially recognised for the electronic medium or website that provides access
to selection of cheapest flights or travel media from the mobile phones or virtual mediums
with usage of internet. Skyscanner has a website that technically works as a travel fare
aggregator internet website with advanced features like mobile application and news feed
services on one tap. (Please see appendix 1) They have built a mobile application called
Skyscanner app with the help of electronic communication and data transmission
technologies. They have built an API based metasearch engine that helps the travellers and
tourists to access E-tourism services and search effective options for their choices and budget.
This helps them to find exactly precise options by filtering the services with electronic data
transmission. (Dobryakova et al. 2013)
Initially Skyscanner faced the issues that were only solved by application and advancement
of technologies. The problems detected and solutions made by Skyscanner are as follows;
1. Streamline services for new customers was found to be difficult for Skyscanners
therefore the problem was required to be solved with technology and creative
application of virtual intelligence as the system is built on the information
transformation foundation. Therefore they created a new electronic steer for
introduction of new users of Skyscanner that is known as DataArt. With the help of
DataArt the electronic architecture of the website function was made in the White
labelled product format which was known for simple and easy to handle interface.
This is how advancement and effective implementation of technology has helped
Skyscanner to deal with complexity of API version and get along with the user
friendly services. (SMITH et al. 2016)
2. Second problem faced by the Skyscanner was that inability of development of new
product or functions in their website service. Skyscanner deals with more on
electronic product development and functions and they deal with no physical
products, therefore they had to resolve the problems technologically. Therefore in
order to develop the new features they had to go for sophisticated UX/UI interface
that helped in building new but easily accessible features. They enhanced the quality
of these simple applications with glorification by invoking the industry choice
services like effective social media sharing, new filters, sorting options and purpose
centred individual features.
3. Connection of Skyscanner metasearch with other search engine results like Google
search, foursquare, Google map discovery and advancement of global positioning
system (GPS) for precise services and convenience of travelling options. To resolve
this problem with holding the highest reliable services for customers Skyscanner had
to inter relate with different search engines like Google, bing etc. with permissions to
electronic entrance in their broad bands. (SMITH et al. 2017)These effective tie ups