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TASK 1

1.1. Formulating and recording possible research project outline specifications

Research Topic: “To ascertain the influence of technology on customer satisfaction in the context of travel and tourism sector: A study on Thomas Cook”

Background of the study

In the current times, travel and tourism is on the main sectors of UK which makes significant contribution in the economic growth and development. Growth of travel and tourism sector is highly significant that increased continually from the last five years. In UK GDP, contribution of travel and to tourism sector accounted for 213.8 billion’s GBP (Travel and tourism in the United Kingdom - Statistics & Facts, 2018). Hence, with an objective to increase such growth level companies of such sector have started to use technological aspects. Now, companies are using technological aspects for taking reviews from customers, providing them with suitable information and quality services. For this report, Thomas Cook has been selected which provides customers with attractive tour packages or plan. In this, report will present the extent to which technological aspects or advancements increase the level of customer satisfaction.

Research aims and objectives

The aim behind carry out present study is to analyze the influence of technology on customer satisfaction in the context of Thomas Cook.

On the basis of above aim following research objectives has been drafted:

  • To assess the trend of technological aspects (social media and virtual strategy) in the context of travel and tourism sector.
  • To examine the significance of technological aspects in T&T industry.
  • To investigate the impact of technological advancements on the customer satisfaction of Thomas Cook.
  • To recommend the suitable ways through which Thomas Cook can enhance customer satisfaction using technological aspects.

Research questions

For conducting study in the best possible way following research questions have been framed by taking into account aims & objectives of study:

  • What are the trend of technological aspects (social media and virtual strategy) in the context of travel and tourism sector?
  • How to examine the significance of technological aspects in T&T industry?
  • How to investigate the impact of technological advancements on the customer satisfaction of Thomas Cook?
  • What are the recommendations for the suitable ways through which Thomas Cook can enhance customer satisfaction using technological aspects?

Significance of the study

Current study and its findings are highly significant from the perspective of other researchers and companies operating in the travel & tourism sector including Thomas Cook. Hence, such study will assist other scholars in developing hypothesis for the future study.  Along with this, by taking into account this study Thomas Cook and other firms which are operating in such would become able to develop competent strategic and policy framework.

Research methodology

  • Research type: For assessing the impact of technological advancement on the satisfaction of Thomas Cook’s customer quantitative research type will be employed by the scholar. Hence, by evaluating underlying reasons and opinions solution of the issue will be presented.
  • Research approach and philosophy: In order to address concerned issue deductive approach and positivism philosophy will be employed by the researcher. Both the selected tools highly suit to the qualitative research type or investigation.
  • Data collection: To analyze the influence of technological aspects on the satisfaction of Thomas Cook’s customer’s data will be gathered from both primary and secondary sources. Survey will be carried out on the 15 students of UK CBC to evaluate the concerned issue. Further, books, journals and scholarly articles will also be evaluated related to the aspects of technological changes or advancements and travel & tourism sector. Similarly, in relation with analyzing the statistical outcomes there will be implication of descriptive statistics which will be an effective tool in analyzing appropriate outcomes
  • Sampling: For survey, 15 students of UK CBC will be selected by using purposive sampling technique. There have been various sampling methods which were to be implicated by researchers on which researcher have approached towards implicating convenience sampling technique. In relation with selecting such method is for gathering the useful information through assessing opinion of respondent as well as solutions derived from volunteer will be considered here.
  • Data analysis: Quantitative evaluation will be done for analyzing and evaluating qualitative data set. On the basis of this, considering questionnaire several themes will be prepared. Further, results will be supported from secondary data findings and graphical presentation.

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

Rationale behind conducting study

There are several factors which contributed in the process of research project selection related to the influence of technological change on travel & tourism sector. In the recent times, technological advancements take place in every industry with the very high pace including travel & tourism sector.  Now, with the motive to increase customer base and their satisfaction level, companies place emphasis on the adoption of advanced technological aspects. In this, through the means of qualitative investigation research will shed light on the extent to which technological aspects have an influence on organizational growth and success. Along with this, reason behind the selection of such topic is the easy availability of both primary and secondary data set. Further, own interest area is recognized as one of the main aspects which in turn contributed in the selection of such research topic.

1.3. Undertaking a critical review of key references

Literature review is the process of evaluating scholarly articles, books and journals which in turn helps in gaining deeper insight about the research issue. Hence, it may be served as an attempt which in turn assists in meeting objectives from theoretical perspectives. In this, considering research aims and objectives several themes have been prepared such as:

Theme 1: Technological trend in the context of UK travel & tourism sector