Analyzing Communication Technology's Influence on TUI Travel Company

This case study investigates the influence of information and communication technology (ICT) on TUI, a major travel company. The research explores the impact of technology on TUI's business, particularly in marketing and competitiveness. The study reveals that ICT significantly influences the functions and activities of the tourism industry, with a majority of employees acknowledging its positive impact. Key advantages of ICT include increased competitiveness and efficient services. The study also examines employees' understanding of ICT, revealing a need for enhanced knowledge and training. Recommendations for TUI include conducting training programs, implementing new technologies such as digital marketing and online sales, and hiring talent with expertise in innovative technologies to improve business functions and overall performance. The study concludes that technology plays a crucial role in information sharing, communication, and efficiency within the tourism sector.

THE INFLUENCE OF COMMUNICATION TECHNOLOGY ON
TRAVEL COMPANIES- A CASE STUDY ON TUI.
Information communication technology has created the competitive pressure on travel companies. Many travel companies
such as TUI is using the communication technology for promoting the products or services both at domestic and
international level. There are various factors which contributes to research project selection are personal factors. Reason for
selecting the specific research topic is that scholar have interest in marketing and researcher wants to gain detailed knowledge about communication technology as
well as its influence on travel companies. Other rationale for selecting this topic is that many increases in use of information communication technology by travel
companies has created curiosity in mind of researcher
Positive influence information and communication technology have on business of Travel company.
Interpretation – This theme is developed in order to identify the impact of information and communication technology
on travel and tourism companies. 15 employees said that they technologies are highly influencing tourism companies. 3
stated that they don’t think technology affects travel companies and 2 had no idea. Therefore, it can be concluded that
technologies influence the functions and activities of tourism industry.
Increased competitiveness Key advantage provided by ICT to travel companies.
Interpretation – The second theme is developed by researcher to determine key
benefit or advantage of ICT to tourism companies. 14 out of 20 employees said
that the main advantage is increased competitiveness. 4 employees said
efficient services and 2 stated that the main benefit is improved customer
services. Therefore, it can be concluded that ICT provides a great competitive
advantage to the travel companies.
Participants have shown complete agreement with statement that Information and communication technology have inevitable impact on travel
enterprises
Interpretation – Another theme is developed by examiner to identify whether or not information and
communication technology has inevitable impact on travel enterprises. 13 out of 20 employees said that they
agree that both the technologies have inevitable impact on tourism companies. 4 employees in TUI said it has
a little impact and 3 said they think there is not impact. Therefore, it can be concluded that information and
communication technology have an inevitable impact on TUI and other travel companies
Little knowledge respondents have about information and communication technology and its influence on travel business
Interpretation – The above theme was developed by researcher to determine the understanding and knowledge of
information & communication technology. 2 out of 20 employees said they have a deep knowledge, 12
employees said that they have little knowledge and 6 said that they do not have any knowledge. Therefore, it can
be concluded TUI employees needs to develop more knowledge of technologies which can be used in tourism
industry
Recommendation
It has been concluded from the above report that technology has a great impact on travel and
tourism industry. The information and communication technology play a major role in sharing information, developing effective communication,
developing efficiency etc in tourism industry. There are various recommendations for TUI Company are as follows –
 Training – It is essential for the company to conduct training and development program to help their employees improving their
knowledge and understanding of technologies.
 Implementation of new and latest technologies – The TUI company should implement latest and innovative technologies in their
organisation to improve their business functions and performance. Using technologies such as digital marketing, online sales etc can
help the company to increase their profitability.
 Hiring new talent – Another recommendation for TUI is that is needs to hire new and talented employees who are aware of
innovative technology and its impact on business functions
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