Unit 2 Research Project Regent College R/508/0486

Research Aim

The aim of present research is “To analyse the impact of technology on the business operations of Thomas Cook.”

Research Objectives

The underpinning objectives is summarised below:

• To understand the technologies implemented in Thomas Cook.
• To identify the impact of the implemented technologies on the productivity and profitability of Thomas Cook.
• To provide recommendations for improvements that will helps the management of Thomas Cook to enhance their business operations.

Research Question

• What are the types of technologies used at Thomas Cook?
• What is the impact of the implemented technologies on the productivity and profitability of Thomas Cook?
• What are the ways that can help the management of Thomas Cook to enhance their business operations?

1.2. Identify the factors that contribute to the process of research project selection

The factors that contributes to the process of research selection are explained the below-

• Availability of data- Availability of data is most important factor to encourage researcher to select a specific topic to understand the impact of technologies on travel and tourism sectors. In the selected subject, data was easily available and with the help of researcher quality of data has been extracted. Selected subject topic is interesting and easy to collect data. Researcher will collect all available data to prepare more effective and informative project research.
• Specific Area of Interest- In selected subject researcher has specific interested area for research. It is very essential for the researcher to research in those areas which is more known for him or her. As the researcher has interested area of selected topic, factors of specific subject more contributed in the project subject.
• Feasible subjects’ matter- This feasible subject matter another contributed factor to the process of research selection. Selected subject area is feasible and on this subject researcher can make research project. Researcher will do his or her project with more attention on impacts of technologies in travel and tourism sectors. Researcher try to do research more efficiently.
• Enhancing Knowledge- The selected research project on impact of technologies in travel and tourism sectors will help to researcher to enhancing the knowledge. It will help the researcher to collect more knowledge on the subject matter and researcher will increase his or her knowledge in the specific selected subject field with the help of collected information.

1.3. Undertake a critical review of key references

Technology is playing an important role in accomplishing the economic growth of any country by consumers travel. The contribution of air travel means of transporting tourists to one destination place to another destination is a most important contribution of technology in the travel and tourism industry (Xiang, Magnini and Fesenmaier, 2015). The most development of low cost carrier is another way of successful use of technological applications in travel and tourism. According to Iyer, Dey and Chakraborty, (2015) new technology has changed the tourism way. The travel and tourism sectors are always defined as an innovation and production sector. Travel and tourism industry sectored system generally change due to changes in the external environment. After some unexpected terrorist attacks, most of the airlines changed their marketing plans. Some airlines started special applications like business intelligence paraphernalia and some software. To work safely and effectively, internet technology is more important. Internet helped airlines to reduce their cost and build a strong relation with consumers.

Travel and tourism intermediaries do their job more effectively with the help of internet technology. Travel suppliers have started e-tickets applications thereby allowing customers to book their flight in advance. A consumer can search a flight and select the best option among various and finally purchase flight tickets. Medlik, (2016) said that customers know more about travel and tourism industry can't make money because of information gap. Long and Shi, (2017) said that technology advancement explosion in late 20^th century, customers search increasing access a growing arrange of destination place. Promoting destination places and to attract the tourist attention, instant reservations and collection of payments, communication technology impact on travel and tourism industry. Via communication technology, tourism can find out tourist destinations to convey benefits to visitors and their interest to reach at a particular destination.

Mobile technology also influences travel and tourism sector and this is possible just because of the e-commerce innovation. According to Kazeminia, Del Chiappa and Jafari, (2015) customers have options view and choose various travel and tourism ads by internet surfing through mobile phones. SMS also provide information as the booking confirmation message of the airlines and hotel. High technological smart phones a revolution in phones industry, with the help of these phones users can access internet service and book their flight and hotel rooms online. Let's take an example: make my trip gives many online tour package options to customers. They go on make my trip online application through their phones, view all options and choose the best option for them. All these processes take minimum time and customers can pay online. These smart phones are helpful for customers to use internet services and book their package online. Through mobile technology, one can book package and other can travel services.

Kim and Kim, (2017) said that through the innovative information technologies travel and tourism focused on customers travel purpose and provide a one best option for all travel related services. Tourism industry must work with developed and effective information to run their business smoothly. Trivago is the best online room booking service app. this application gives many options on one page to compare hotels and their prices as well as select the best service. According to da Silva, Costa and Moreira, (2018) many options on a single page is the result of information technology innovation. This way not only save searcher time but also money too. This kind of online booking service provide a smart customer discount. Advance booking before 2-3 months ago of journey day give a heavy discount on airlines tickets. Sometimes, airlines and hotels work as a partner, that's mean online flight booking and collaborate hotel room booking with airline give discount to customers.

According to Robinson and et.al., (2016) 80% of tourists do research on Google and 52% of travellers do online research before booking their flight and rooms. World imagination without technology such as internet, computer and smart phones is not possible. In the past years, people have to wait in a long queue and it can't say that they will get their tickets for the same travelling date. But now we living in a technological world where we book our travelling tickets and hotels rooms in advance with the help of internet and smart phones applications. Here we do not need to stand in a long waiters’ line and wait for our turn. The information technology importance in the travel and tourism sector is to received information through search, helpful to increase company revenue, get information across to customers, delivers speed etc. Mobile phones application provides a facility that customers can see departure time status of their flights. Room booking in advance via different application like Make my trip, Trivago allows customers to see current room status and what is the price of same room on other booking site. Pazini, Braga and Gândara, (2017) said, Information technology is become part of our daily life and we take its help in every work. Through the information technology person can search their best option with the help of Google in a strange city.

Deng and et.al., (2014) said that information technology makes living stander easy and more comfortably. People use technology for their trip planning which makes it more comfortable. Research for tourist place, the best hotels deals, reservations from mobile and computers. Search for best and less expensive trip easy through the tour applications like make my trip etc. Because of the technology people do not need to do hard labour to get tickets and hotels room on time. But Xiang, Magnini and Fesenmaier, (2015) argued that technology also harmful for society. Most of the technologies is expensive like smart phone with good features. Every one cannot buy these kinds of expensive technology easily. Technology can arise stress, conflicts, lack privacy and main negative side is increase unemployment. Sometimes, bad weather can disturb the travel sector due to weak internet network services, customers can't get right information about their flights and room status. Travel and tourism industry influenced by information technology to get more business productivity in minimum time and reach the maximum customers.

1.4. Produce a research project specification

In order to prepare the research project in more efficient way, the researcher will take the help of research methodology. Research methodology is the research framework on which researcher done the research project more efficiently. To achieve the motive and objectives of the project research it is difficult for researcher to selection of research methodology. With the use of precise research methodology easy to understand the impact of technology on Thomas Cook is described below-

• Research Philosophy- Research philosophy is the way in which data has been collected, analyse and interprets. Research philosophy are four types. In present study, researcher will use interpretive research philosophy and this research will include the factors of the study by social status like languages, instruments etc. This philosophy will helpful to achieve the motive and objectives of project research.
• Research Design- Research design is the plan through researcher will answer the all research questions. In the present study, researcher will use descriptive research design. This design will allow the researcher to complied the research matter, researcher will able to answer the research questions.
• Research Strategy- With the use of research strategy researcher will work on the whole research project and analysis the collected data. There are two types of research strategy one is qualitative and second is quantitative. In the present study researcher will use both strategies.
• Research Approach- Research approach is useful in test of assumption and relevant hypothesis of the project research. In the present study, researcher will use deductive research approach to test the validity of assumptions.
• Data Collection: In order to attain the aim and objective, researcher will use questionnaire method and it will be provided to students of UKCBC. Close ended questionnaire will be asked from the students regarding their view on technological influence on travel and tourism sector.
• Sampling: By using simple random sampling method, researcher will take sample of 50 students and provide them questionnaire by hand. It will be collected by researcher only and students have to fill it completely.
• Data Analysis: Researcher will use thematic analysis for analysis purpose. Different themes will be producing that will help in understanding about the collected data effectively.

Time scale description

The project will continue for 4 months that is 16 weeks from November to February. Every activity will be proceeded after collecting relevant information on every segment of project. The sequence of activity will help in making process smooth and will reduce the chance of negligence and errors.

Task 2

2.1 Matching resources efficiency

In conducting the research, researcher needs various resources to meet the requirements of research successfully. In order to collect the data, researcher has to staff, internet, time, pen, pencil, books and journal. Researcher need vehicle to move from one to place to another. From all these resources, the most important resource is requirements of fund in completing the entire research.

2.2 Undertaking research investigation with agreed specification (500)

In this, the researcher will explain the methodology which he or she selects in the research prospective. The research methodology is below-

• Research Philosophy- The first and main area in Saunders Research Onion is research philosophy. The way through which the data will be collected and analysed is the research philosophy. Data collection should be effective and qualitative for the research project. A research philosophy is the way in which data about the research should be collected, analysed and used (Flick, 2015). It is the important part of research. Research philosophy is classified as ontology, epistemology and axiology. Philosophy decide the which research approach should be good for research. For the current research project, researcher used interpretive research philosophy. Interpretive research philosophy is important to accomplish aim and objectives of the research project. Researcher will make his or her research more impactive with the use of interpretive research philosophy.
• Research Design- Research design is those plans, which are the useable for the answering the research questions. Research design is a systematic approach that researcher used to make a specific study. Research design should follow strategic methodology, in the selected subject area. In the present study, the researcher has used descriptive research design and researcher answer the questions with the help of descriptive research design. This design will allow the researcher to complied the matter and eventually, researcher has been ready to answer the research project questions.
• Research Strategy- Research strategy is the plan through which investigator will work on the research project and analysis the data collection efficiently. Research strategy provide base of knowledge necessary to solve the research problems. There are two types of research strategy one is qualitative and second is the quantitative research study (Silverman, 2016). In the present study research, researcher used both strategies qualitative and quantitative research study to analyse primary and secondary data collection. This research strategy is more useful to collect effective data and make an effective research study.
• Research Approach- Research approaches are useful to test the assumption and relevance of hypothesis of the present study. Research strategy is a plan of action which give instruction to researcher thoughts and efforts. Researcher will conduct research systematically and on time to produce quality results and reports details. The research approach based on inductive approach. In the present study, researcher has used deductive research approach to test the assumptions' validity (Ledford and Gast, 2018). Research approach adopted by qualitative researchers to develop a theory for research on the basis of the collection of data. Approaches to collection of data and analysis is methodical and flexible than quantitative.
• Data Collection: Data collection is the process of gathering relevant research data and information (Taylor, Bogdan and DeVault, 2015). In the present research study, for primary data collection researcher has used questionnaire method and it has been provided to the students of UKCBC. Close ended questionnaire has been asked from the students regarding their view on technological influence on travel and tourism sector.
• Sampling: Sampling is the process through which researcher lowers the population size for survey purpose (Mackey and Gass, 2015). It is done as collecting data from large population is not feasible for the researcher. In the present study, researcher has used simple random sampling method and took sample of 50 students whom he provided the questionnaire.
• Data Analysis: Data analysis is systematic process of analysing and interpreting collected data. In the present study, thematic analysis has been used so that goals and objectives of research can be accomplished. It is easy to use and comprehensible by the readers. 

2.3 Recording and collating relevant data

In this section, the collected data will be sorted under different themes and will be demonstrated with the help of tables and charts. The collated data is provided below:

Theme 1: Students strongly agreed that technologies are now significant part of our life.

Theme 2: Students use digital technologies to surf various tour packages provided by Thomas Cook.

Theme 3: Mobile/Smartphone Technology used widely by students for surveying tour packages provided by Thomas Cook.

Theme 4: Social media marketing type of digital marketing method used by Thomas Cook influenced students more.

Theme 5: Students likely use technology for surveying for tour packages provided by Thomas Cook.

Theme 6: Challenges faced by students while booking tour packages online on website of Thomas Cook?

Theme 7: Digital Payment Failure challenges students usually faced while booking online tour and travel packages.

Theme 8: More advance security and safe transaction feature is recommended by the students to the management of Thomas Cook so that they can make necessary improvements.

Theme 9: Digital technology increases the profitability and productivity of company.

Theme 10: Customers are satisfied with the use of digital technology. 

Task 3

3.1 Appropriate research evaluation techniques

Evaluating research is vitally important as it enhances the level of knowledge and way of doing research studies (Lewis, 2015). In present research summative approach has been used in order to evaluate the research study. Summative research or conclusion research is done at the end of a project and is used to determine the success of research. The aim of research is to analyse the impact of technology on Thomas Cook, researcher will summarise the implications in the end so that greater understanding about the topic can be establish. Evaluation of research is considered to be crucial aspect of research study. It tells researcher about the flaws and strong points about the study (Flick, 2015). Summative approach of research is considered to be optimum approach for evaluating research as summarising the whole research in the end will helps in providing comprehensive understanding about the research study to the end users. It also allows the researcher to identify the strengths and weakness of the study. Thus, in this manner, researcher will be easily able to evaluate the research study.

In this present research, researcher has used interpretative philosophy which help to the research as it interprets all the elements of the study. Researcher able to identify the result with the help of interpretative philosophy. Addition to this, researcher also used descriptive research design as it helps to depict the participants in an accurate way. Fuhrer, more scholar has also used inductive research approach that help researcher to interpret the research questions t narrow scope of study. On the other hand, researcher has also used both primary and secondary method for collecting information or data and with the help of both the method's researcher has collected accurate and reliable information.

3.2 Interpreting and analysing the results

To interpret the collated data, thematic analysis will be use. Different themes will be formulated which helps in providing interpretation of data effectively and efficiently.

Theme 1: Students strongly agreed that technologies are now significant part of their life.

Interpretation: To attain the aim and objectives of research, researcher surveyed the students studying in UKCBC in order to gather their views about significance of technology. From analysing the sample of 50 participants, it was identified that 24 participants strongly agreed that technologies are very significant part of life. 13 participants agreed that technologies are significant part of life, 9 participants disagreed with the statement and 4 participants strongly disagreed with the statement. Technologies become essential part of individual life. Everyone who have access to technologies used it many a time in a day. It helps them in interacting with each other, they can acquire knowledge and can share anything they like using digital technologies. Thus, from the analysis it can be understood that technologies are very significant part of student’s life. They can share communicate and interact with each other using digital technologies.

Theme 2: Students use digital technologies to surf various tour packages provided by Thomas Cook.

Interpretation: Researcher carried out survey at UKCBC, where the participants were the students studying in the college. In the questionnaire survey, it was asked to the students whether they use digital technologies to surf for various tour packages provided by the management of Thomas Cook or not. In the analysis it was identified that 37 students agreed with the statement whereas 13 students denied that they use digital technologies for surfing for tour packages. Internet revolutionised today's generation habits. With the help of internet and compatible technologies, students can access to wide range of information, they can do online shopping and can purchase various services online. This reduces the efforts of consumers as well as organisation. With easy availability of internet, customers can compare and evaluate the prodcuts and services and finally can make purchase decision. Thus, from the analysis it can be understood that students use digital technologies to surf various tour packages provided by Thomas Cook.

Theme 3: Mobile/Smartphone Technology used widely by students for surveying tour packages provided by Thomas Cook.

Interpretation: Researcher carried out questionnaire analysis at the UKCBC where participants were the students studying in the university. In the questionnaire survey researcher asked the students regarding the type of technology they use for surveying tour packages provided by Thomas Cook. From the analysis of sample of 50 student’s response, it was identified that 23 students agreed that they use mobile/smartphone technology for surfing for tour packages on the official website of Thomas Cook. 15 students agreed that they use personal computers to surf for tour packages provided by Thomas Cook. 7 participants agreed that they use laptops for surfing tour packages and 5 prefers to use tablets devices to survey tour packages. There are variety of technologies available for the students which helps them in surfing the tour packages. From the analysis it can be understood that mobile/smartphone technology used widely by students for surveying tour packages provided by Thomas Cook.

Theme 4: Social media marketing type of digital marketing method used by Thomas Cook influenced students more.

Interpretation: In the questionnaire survey, researcher asked the participants about the type of digital marketing method used by Thomas Cook which influenced their purchase decision. Digital marketing revolutionised the marketing methodology greatly. Tour and travel organisations like Thomas Cook greatly benefited by digital technologies. From analysis responses of 50 respondents it was identified that 34 students agreed that social media marketing done by the management of Thomas Cook. 6 agreed on search engine optimisation, 7 agreed with email marketing and 3 agreed with mobile marketing done by the organisation influenced their purchase decision. Marketing play key role in enhancing customer base and revenue. With new and evolved methods, marketers can promote and advertise about products and services to their target markets effectively and efficiently. Thus, from the analysis it can be concluded that social media marketing type of digital marketing method used by Thomas Cook influenced students more.

Theme 5: Students likely use technology for surveying for tour packages provided by Thomas Cook.

Interpretation: In the questionnaire survey conducted at UKCBC, students were asked about how likely they use technology for surveying for tour packages provided by Thomas Cook. The motive of asking this question was to know about how much students are attached with the technology they used to surf for tour packages provided by Thomas Cook. From the analysis of 50 respondents it was identified that 20 students state that they use technology very likely for survey. 22 students likely use technology for survey, 4 students state that they use technology less likely and 4 students convey that they do not use technology for survey for different tour packages. Through technology, students can assess the information regarding travel plans, budget, time and duration effectively and efficiently. Thus, from the analysis it is concluded that students likely used technology for surveying for tour packages provided by Thomas Cook.

Theme 6: Challenges faced by students while booking tour packages online on website of Thomas Cook?

Interpretation: In order to attain the aim and objectives of the study, researcher conducted questionnaire survey at UKCBC and participants were the students of UKCBC. The motive of asking this question was to know whether students faced any challenges or issues while booking tour packages online on website of Thomas Cook. From the analysis of questionnaire sample of 50 students it was identified that 42 students faced challenges while booking tour packages online on website of Thomas Cook. 8 students denied that they didn't faced any challenges and issues while booking tour packages online on website of Thomas Cook. Thus, from the analysis it can be understood that Challenges faced by students while booking tour packages online on website of Thomas Cook.

Theme 7: Digital Payment Failure challenges students usually faced while booking online tour and travel packages.

Interpretation: Researcher carried out questionnaire analysis at the UKCBC where participants were the students studying in the university. In the questionnaire survey researcher asked the students regarding the challenges students faced while booking online tour and travel packages. From the analysis of sample of 50 respondents, it was identified that 26 students faced issues with digital payment failure, 3 students faced issues with lack of security provided by the website, 14 students faced issue with hidden costs associated with the packages and 7 students states that Thomas Cook website has ambiguous policies. From the analysis it can be understood that digital payment failure challenges students usually faced while booking online tour and travel packages.

Theme 8: More advance security and safe transaction feature is recommended by the students to the management of Thomas Cook so that they can make necessary improvements.

Interpretation: In order to attain the aim and objectives of the study, researcher conducted questionnaire survey at UKCBC and participants were the students of UKCBC. Research asked the participants about the recommendation they would like to give to the management so that they can improve their facilities efficiently. In this context, 7 students recommend the management to develop their website more user friendly, 10 students recommend to use quality content in digital marketing, 14 students recommend the management to improve customer services and 19 students recommend for more advance security and safe transaction feature. Thus, from the analysis it can be understood that more advance security and safe transaction feature is recommended by the students to the management of Thomas Cook so that they can make necessary improvements.

Theme 9: Digital technology increases the profitability and productivity of company.

Interpretation: In order to attain the aims and objectives of the study, researcher conducted questionnaire survey at UKCBC and participants where the students of UKCBC. Among the 50 respondents, 25 said that digital technology increases the profitability and productivity of company. 20 participants are disagreed as they said that digital technology does not increase the profit and productivity of company. On the other hand, rest of 5 are not sure about their answer as they are confused.

Theme 10: Customers are satisfied with the use of digital technology.

Interpretation: In order to attain the aims and objectives of the study, researcher conducted questionnaire survey at UKCBC and participants where the students of UKCBC. Among 50 participants, 32 are agreed that their customers are satisfied with the use of digital technology. 10 are disagreed as they said that customers are not happy and satisfied with the use of digital technology. On the other hand, rest of 8 are not sure about their answer.

3.3 Recommendations and area for further considerations

Technologies changes the perception of business organisations as it reduces the time, efforts and cost of the companies. Below are some recommendations which can be incorporated by the management of Thomas Cook so that they can enhance the use of technologies effectively and efficiently.

• Providing training to employees: From the above analysis conducted, researcher has identified that company should provide training as Training helps in raising the skills of employees. With advancement in technologies, it is essential for the management to identify the training needs and fill the gap between existing and desire performance so the efficacy in the performance of employees can be raised. Thus, it is recommended to the management to provide extensive training to employees.
• Improving website features: From the above analysis conducted, researcher has identified that company should focus on their website and make it updated. Management of Thomas Cook could improve the features of website and install applications like one click payment, one click booking, etc. which enables users to make purchase effectively and efficiently.
• Improving security features: From the above analysis conducted, researcher has identified that company should improve their security feature with the use of digital technology. The online website of Thomas Cook can be improved if management install robust security and encryption system so that users can be make transactions efficiently.
• Improving digital marketing: From the above analysis conducted, researcher has identified that company should improve their digital marketing. Management can enhance their customer base by improving their digital marketing techniques. In order to accomplish desired goals and objectives, the management could improve the digital marketing methods by improving the quality of content.
• Employees of organisation should use mobile technologies as this is best technology for communication. Mobile technology is the easiest and most common technology that can be used for business operations.

Further Consideration

The present research focus on analysing the influence of technology on tourism and travel industry by referring to Thomas Cook. The participants were students of UKCBC and questionnaire method has been used for survey. For further research, in order to enhance the effectiveness of the research study, researcher could expand the range of organisation so that more detail information regarding the influence of technologies on travel and tourism sector. Research methodologies can be changed to different methods which suits the theme of research. For data collection process, interview or focus group can be considering. More deep research can be conducted by reviewing literature. In this way, the efficacy in the research can be enhanced effectively and efficiently.

Conclusion

In conclusion it can be summarised that travel and tourism sector greatly benefited with the enhancement in technologies. With the increase in internet, customers can view tourist destination and can make travel decision appropriately. The objective of research was to understand and identify the influence of technologies on the growth and development of travel and tourism sector. In this context, researcher selected Thomas Cook which is one of the leading organisations in United Kingdom under hospitality industry. For research, questionnaire method has been used and participants were students of UKCBC. They were asked about the use of technology and its influence on their purchase behaviour. From the analysis, it was identified that students prefer to use technology to surf for tour packages provided by Thomas Cook which greatly influence their purchase behaviour.

You may also like to read: Promotion in Travel and Tourism

References

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