TUI Company's Role in Representing Tourist Destination Competitiveness

This research report investigates how TUI, a major player in the hospitality and tourism industry, represents the competitiveness of tourist destinations. The study explores the impact of digital technology on TUI's competitiveness, the challenges the company faces in managing operations in various tourist destinations, and the digital technologies implemented to enhance competitiveness. Using a qualitative approach and secondary data analysis, the research examines documents, government publications, and past research to understand TUI's strategies. The findings suggest that TUI leverages digital tools and technologies, including artificial intelligence, virtual reality, and cloud computing, to maintain competitiveness and manage tourist expectations effectively, despite challenges like the COVID-19 pandemic. The report concludes that TUI's proactive use of digital strategies allows it to stay ahead of competitors and provide superior services to tourists.

Research Project
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Topic: How the TUI company represents the competitiveness of tourist destinations....................3
Chapter 1..........................................................................................................................................3
Introduction............................................................................................................................3
Aims and objectives...............................................................................................................3
Problem Statement..................................................................................................................3
Chapter 2..........................................................................................................................................4
Literature Review...................................................................................................................4
Chapter 3..........................................................................................................................................5
Methodology...........................................................................................................................5
Chapter 4..........................................................................................................................................7
Chapter 5..........................................................................................................................................7
Conclusion..............................................................................................................................7
References........................................................................................................................................9
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Topic: How the TUI company represents the competitiveness of tourist
destinations
Chapter 1
Introduction
To stay competitive in business environment it is essential for organization to take use of various
strategies and practices. The present research is conducted on TUI which is operating its roles
and responsibilities in hospitality and tourism industry (Mendieta-Peñalver, 2018). It was
founded in the year 1923. The present research explores the manner in which TUI represent the
competitiveness of tourist destination, for this appropriate aim, objectives and research questions
has been framed that has further been in depth evaluated with the help of literature review. Along
with this research also defines the appropriate research methods selected by investigator.
Aims and objectives
Aim: To identify the impact of digital technology on TUI’s competitiveness in the tourist
industry.
Objectives:
 To analyse the impact of digital technology on TUI’s competitiveness in the tourist
industry.
 To determine the challenges TUI currently facing in managing operations in tourist’s
destinations
 To identify the digital technologies implemented by TUI to increase the competitiveness
of tourists in tourist destinations.
Problem Statement
The present research problem is associated with the impact of digital technology on TUI’s
competitiveness in the tourist industry. The present research topic explores the impact of digital
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technologies, along with the challenges faced by organization in managing operations in a tourist
destinations and digital technologies implemented by the organization to enhance their
competitiveness.
Research Questions
 What is the impact of digital technology on TUI’s competitiveness in the tourist industry?
 What are the challenges TUI currently facing in managing operations in tourist’s
destinations?
 What are the digital technologies implemented by TUI to increase the competitiveness of
tourists in tourist destinations?
Chapter 2
Literature Review
A literature review is mainly defined as a comprehensive summary of previously conducted
research on a particular topic. This is one of the most important and vital aspects of overall
research which aid researcher to have knowledge on the topic with the help of identifying
inconstancies or gaps in research. Mentioned below literature review on the topic of the manner
in which TUI to represent the competitiveness of the tourist industry is being determined.
Impact of digital technology on TUI’s competitiveness in the tourist industry
According to the viewpoint of Buijtendijk, van Heiningen and Duineveld, (2021) needs and
expectation of customers in hospitality, tourism keeps on changing on dynamic basis. In this to
manage competitiveness in providing satisfaction to customers in different tourist destination in
today’s time period digital technology is playing essential role. It has been analysed that this
impact on TUI competitiveness of tourist destination with the help of taking use of digital
technology the respective organization to embrace innovation which help them to assure various
benefits such as cost saving, improvement in efficiency maintaining a competitive edge and
assure maximum satisfaction of tourist. With the help of this they enhance their sales and stay
one step ahead from the other rivals in industry. With the help of embracing advanced digital
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tools and technologies manage customers and tourist satisfaction level of different tourist
destination. Furthermore it has been analyse that digital technology is providing significant
benefit on competitiveness, as it helps them to enhance their sales of different tourist destination
while managing needs and demands of consumers and further providing them higher level of
satisfaction.
Challenges TUI currently facing in managing operations in tourist’s destinations
According to the viewpoint of Della Corte and Aria, (2016) it has been underlined that in today’s
time due to the outbreak of Covid-19 organisations facing challenges to conduct their operations
in different tourist destination. In context to this it has been analysed that TUI is currently facing
number of challenges in terms of managing operations in tourist destination such as aligning
performance and roles and responsibilities of employees with company objectives this is the
major challenge which is affecting company to manage essential operations to provide them
proper training and guidance in order to provide tourist higher level of satisfaction.
Digital technologies implemented by TUI to increase the competitiveness of tourists in tourist
destinations
According to the viewpoint of Kazandzhieva and Santana, (2019) digital tools and technology in
today’s time period is playing key essential role is not only help companies to manage their cost
but also allow them to provide a fast and easy services and facilities to customers, in order to
increase the competitiveness of tourist destination manage customers needs and demands to
undertake use of different technologies such as use of artificial intelligence, business analytics,
virtual reality, augmented reality, cloud computing in order to enhance their competitiveness.
These technologies are providing company a significant advantage to influence tourist by making
then aware about different tourist destination.
Thus from the above mentioned analysis it has been analyse that with the help of taking use
of digital tools and technology TUI represent the competitiveness of tourist destination in an
effective manner. This helps organization to manage customers or tourist needs and demands in
effective manner while managing their needs effectively.
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Chapter 3
Methodology
Research methodology is a vital aspect of overall research as it provide information and essential
data related to the selected topic. In addition to this it has been identified that it is one of the most
important aspect of overall research which benefit researcher to select appropriate methods and
topic associated to the research aims objective. With the help of this aspect investigator can
select the appropriate topic and can further fulfill overall research objectives in a well defined
and effective manner. Furthermore, it has been underlined that it is essential for researcher to
undertake use of appropriate methods and techniques to select methods which helps in
accomplishing aim of research in effective manner (Pandey and Pandey, 2021). In context with
present research of TUI, researcher undertake the use of interpretivism research philosophy. The
main reason to take use of this method is to accumulate information and data while emphasising
on bias an emotion of respondent views. In addition to this researcher also take the use of
inductive research approach. The main reason behind taking use of this is to have clear link
between research objectives and the summary findings that help to draw information from raw
data (Kumar, 2018). In addition to this researcher has taken the use of qualitative data collection
method, with the help of this researcher conduct research and aim towards drawing valid
conclusion researchers undertaking use of secondary data collection methods to fulfil overall
objectives and aims in an appropriate basis.
Timeline
A Gantt chart is mainly a bar chat which duly illustrates schedule of a project. It regularly
incorporates two segments, the left side blueprints a rundown of undertakings, while the right
side has a timetable with plan bars that envision work (Flick, 2015). The Gantt graph can
likewise incorporate the beginning and end dates of undertakings, achievements, conditions
among errands, and assignees.
TASK 1 2 3 4 5 6 7 8 9 10 11
Define
objectives
Research
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design
Collect
data
Analyse
the data
Formulate
conclusion
Chapter 4
The present research has been conducted with the help of undertaking use of secondary data
analysis techniques and method. In this researcher effectively evaluated documents, government
publications, past research work, books and newspaper efficiently. With the help of taking use of
all these methods researcher accumulate information with the help of conducting in depth
analysis on the manner in which TUI represent the competitiveness of tourist industry. this
research effectively explores that with the help of taking use of digital technology TUI is
enhancing its competitiveness by providing various services and facilities to tourists in different
tourist destinations. There are number of challenges that has been faced by companies such as
Covid- 19 which affected their ability to provide services and facilities to customers. In this
organization with the help of implementing various digital tools such as artificial intelligence,
virtual reality etc are managing their tourist operation on different locations. Furthermore it has
been analysed with the help of secondary data collection in that company undertake use of Cloud
computing to manage the different type of operations and with the use of strong communication
network such as virtual communication told they manage employees performance with company
rules and objectives. With the help of these techniques company manage their competitiveness
indifferent tourist locations (Panneerselvam, 2014). Furthermore it has been analyse from
various books articles that TV is among the leading organization in hospitality and tourism
industry, for this to manage its competitiveness in industry they take advantage of various type of
strategies and tools such as use of digital technologies in a significant manner. This helps them to
be competitive in industry while staying one step ahead from other rivals in industry.
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Chapter 5
Conclusion
According to the abovementioned analysis it has been concluded that TUI is performing its
roles and responsibilities as a leading organization and with the help of digital tools and
technologies they have maintained their competitiveness in the tourist industry. In today’s time
period it is essential for organization in the respective sector to take use of effective strategies
tools and technologies in order to overcome the challenges such as global pandemic in an
effective manner. With the help of taking appropriate strategies and policies TUI maintain its
competitiveness and manage expectation of tourist in different destination in effective manner,
with the help of appropriate research method it is possible to draw valid conclusion which
benefit researcher to fulfil overall aim of research in effective manner.
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References
Books and Journals
Buijtendijk, H., van Heiningen, J. and Duineveld, M., 2021. The productive role of innovation in
a large tourism organisation (TUI). Tourism Management, 85, p.104312.
Della Corte, V. and Aria, M., 2016. Coopetition and sustainable competitive advantage. The case
of tourist destinations. Tourism Management, 54, pp.524-540.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kazandzhieva, V. and Santana, H., 2019. E-tourism: Definition, development and conceptual
framework. Tourism: An International Interdisciplinary Journal, 67(4), pp.332-350.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Mendieta-Peñalver, L.F and et. al., 2018. Is hotel efficiency necessary for tourism destination
competitiveness? An integrated approach. Tourism Economics, 24(1), pp.3-26.
Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
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