Research on Digital Technology - Thomas Cook

Develop main aims and objectives related with main topic of research is known as one of the major responsibility of investigator. Aims and objectives related with present research study are as follows:

Aim: “To analyse the implication of digital technology in travel and tourism sector. A case study on Thomas Cook.”

Objectives:

• To ascertain the implication of digital technology on travel and tourism sector.
• To determine the efficiency of innovative technology on attaining satisfied customers in travel and tourism industry.
• To analyse the relationship between retain satisfied customers and digital technology in tourism industry.

1.2 Factors that contribute in selection of research project

While conducting a research there are various factors that can affect the entire process in a negative or positive manner. Therefore, it is important that all the elements are identified by the company in a proper manner (Aubert, Schroeder and Grimaudo, 2012) . In terms of travel and tourism modern technology is having a great impact on their business operations and in context with Thomas and Cook it is providing them competitive advancement, as a result an increase in sales and profitability can be seen. In order to understand the impact of digital technology some questions have been formulated so as to carry out the research effectively. For this, researcher has optimised different kinds of methods and tools so that appropriates results can be obtained.

• To satisfy pure curiosity: Researcher select a research topic in order to satisfy the curiosity.
• Provide insight and information for future researchers: Research worker believe that collected information will provide information to future investigator.
• Provide organisation to especial to those who want to looking to sign: Research worker believe that an enterprise wants to sign an endorser with a small budget they would require to collect and examine research information to make sure do complete the research effectively.

1.3 Critical review

Implication of digital technology on travel and tourism industry

In this era, technology is playing crucial role in success or failure of an organisation. Thomas Cook has attained remarkable success in their business because they are transformation their business by using latest technology. In the words of (Bharadwaj and et. al., 2013), companies who updated their website and develop their mobile application got an extra edge over their competitors. The interest of young generation in travelling is continuously increasing and they like to use digit technology at the time of exploring new places. They prefer to book their tickets and hotel room by using mobile application and pay money through online mode. Thomas Cook understand this need of young generation and they develop their operational network accordingly. Digital technology not only increased reduce difference between service user and service provider, but they also enhance profit margin of all the companies who are operating in travel and tourism industry and using latest digital technology.

According to (Chang, 2011), travel and tourism sector is only looking towards the advantages of using digital technology. Companies like Thomas Cook earned huge amount of money by adopting digital technology but small organisations who are operating in this industry do not have financial support so they fail to adapt required change. Although their business is not going down but they will face the problem of sustainability. The cost of travelling has also increased in last few years because MNCs are now putting burden of additional cost, which they spent of digital technology, on the customers. Their is no doubt that digital technology has improved the procedure of travelling but by putting more burden on the pocket of travellers.

Their was time when most of the people opt travelling as a source of recreation. But, because of digital technology, this scenario has changed. People are now making career in travelling sector. They are not going on a vacation for 15-20 days, they are now travelling for whole year for different purpose like photography, business etc. Digital technology brought a new boom in travel and tourism sector by showing mesmerising photos and videos of various places. When people see others having fun in a different country or at a travelling destination on the website of the tour operator companies then they also start making plan for travelling to popular destinations. One can have different options but there is no doubt that without the support of digital technology, travel and tourism sector would not have attained present success. Overall, this industry is positively affected by adoption of digital technology.

Efficiency of innovative technology in attaining customer satisfaction

Customer satisfaction is the most important issue in travel and tourism sector. This industry is not about selling quality product, it about delivering best services to the customers at an affordable price. Attaining these two objectives, provide best service at an affordable rate, is not possible without using innovative technology. One of the most popular innovation in this industry is referrals. If a customer of company like Thomas Cook refer someone to use services of Thomas Cook than both customer get discount. This promotional offer is only available when customer use mobile application of the company. This type of innovative plan played significant role in increasing popularity and revenue of Thomas Cook. It does not only increased number of their permanent customers but also gave similar ideas to other players of the industry.

According to (Charles Jr, Schmidheiny and Watts, 2017), collection of and analysation of customer data play an important role in increasing the level of customer satisfaction. Earlier the only method of getting the reviews of customer was to have a conversation with them or ask them to fill feedback form. But now there are innovative techniques of analysing the likes and dislikes of customers. Data mining, analysing personal need of every customers and make plan for them according are few development which are satisfying customers. (Chen and et. al., 2014) argues that exploring data of customer cannot be considered as a successful utilisation of innovative technology because there is a big question mark on the reliability of the data which is present on internet or gather by MNCs like Thomas Cook. If companies are using it for assuring high customer satisfaction then they are making a big mistake.

Relation between retaining satisfied customer and digital technology

In travel and tourism sector, number of permanent customers of a company decide whether the corporation will attaining their long term goals or not. Most of the big firms like Thomas Cook take support of latest technology for deciding assuring that they old customer does not leave them. They keep track of their travelling records and use it at the time of making new plans for them. Making individual plan is not possible for a company who has millions of customers but if they use latest technology then they can find likes and dislikes of customers and recommend them travelling plans accordingly. In the words of (Chong, 2014), resolving queries of every single customer by using digital technology helped Thomas Cook and complete travel and tourism sector in increasing number of satisfied customers and retaining them for a long period of time. Every customer want special treatment and meeting this demand is only possible by using digital technology. When customers feel that they are getting special treatment from the side of a company then they never think about switching their service provider.

But according to (Drnevich and Croson, 2013), focusing on every individual by using data analytics does not hold a customer from using services of other companies who are running their business in travel and tourism sector. An organisation have to use innovative ideas and provide affordable travel plans if they want to retain their permanent customers. Companies have to find new locations for travelling and develop various kind of travelling plans. Instead of following trend, they should try to set new trends. This is essential for the growth of company as well as complete sector also. Asking customers to share their views and get their feedbacks on travel plans made by company can be considered as a good option for Thomas Cook.

1.4 Research project specification

To conduct the research in an appropriate manner it is necessary that all the information are collected on basis of which interpretation can be evaluated. Basically, there are two main sources of gathering information i.e. primary and secondary data. Former is used by most of the researcher as it give authentic information and it is collected by the investigator himself. Although it provides adequate information but the process is lengthy and costly as well (Dunning, 2013). In terms of secondary method of data collection it is collected by using various sources like books, journals, internet. Basically, for conducting this research the researcher has used both the methods so as to make the report authentic and reliable as well. To conduct this study a set 10 questions has been formulated that are based on research topic in order to collect the information accordingly.

Other than this, there are other two methods by which has been used while conducting this study and these are qualitative and quantitative method for completing this research.

1.5 Appropriate plan and procedures for agreed research specification

For completing the research it is necessary that it is accomplished right on time and for this, investigator must use those tools and technologies by which they can save time and cost as well. Therefore, it is important that researcher make some strategies and plan of action that will help them in doing so. Some of the major steps are mentioned below so as to get better outcomes:

• Formulate aim and objectives: It is the first step that is important so as to start the research. Under this, researcher tries to make certain aims and objectives that are related the main topic. For developing this it will takes around 2 days.
• Research methodology: Under this, researcher tries to identify various methods through which they can evaluate better results for this, they make use of different methods in order to carry out the activity properly. For this it will take approximately 2 days which is sufficient.
• Literature review: This is an important element of any research as it helps the investigator to go through different books and journals so as to make the research more reliable and appropriate.
• Data collection: This assist the researcher to gather information in the form of questionnaire in which respondents will give answer according to their choices.
• Data analysis: This comes after collecting the data, and it aid them in evaluating the information in right manner so that better outcomes can be gathered.
• Conclusion and recommendation: It is considered as the final step where all the data are analysed and a brief is evaluated. This help them in determining a valid conclusion and recommendation for the research.

Plan for complete the research include following steps:

• Choosing a topic: This is the first step in which researcher first choose a topic which is based on his area of interest or when he faces some difficulty in that specific area.
• Developing a research question: It is known as one of the most important part of research plan because in this research worker develop the research questions which directly affect the finding of whole research. It is very essential that all questions of research should be relate with the topic and the objective which researcher wants to achieve.
• Effective planning of the research: Under this researcher develop a plan to complete whole research which consist the activities carry out by researcher to complete the research and to attain the aim behind carry out research.

Being organized and methodical while conducting the research: It is very essential for researcher to execute and complete all research activities in time as this help in draw meaningful conclusions. For increase effectiveness of research and its finding, it is very important for researcher.

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