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Introduction

Sustainable tourism can be defined as a concept related to visiting a place by an individual (tourist) and decisions taken for making positive impact upon environment, society and along with the economy of nation. Tourism involves a number of primary transit like local transportation system, entertainment, nourishment along with the recreation and shopping(Abubakar and Ilkan, 2016).

Therefore, it is required for both government and companies that are dealing in this section to take essential steps so that natural environment cannot get affected much. In this context, it is being found that technology plays a crucial role and it is needed for the tourism to improve themselves and through technology they can also take right decision for enhancing or improving environment as well. Under this research investigation which is being taken i.e. Virgin Holidays which is a tourism company and was found in 1985 by Sir Richard Branson. In past few years, firm have decided to enhance their business which ultimately impacted upon environment. This issue has been taken under this project which will aid in learning over the topic in depth.

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TASK 1

1.1 Formulate and record possible research project outline specification

Organisations deal in travel sector are majorly focused on enhancing their customer base, so that high revenue can be obtained. They have decided to improve the services that they are offering to their customers/visitors. This could majorly being used by people for business, leisure or for entertainment. In present world, as almost every single country is looking forward to improve or develop their own tourism industry, which directly impact upon natural resources, pollution along with social system of a nation as well. This action taken by business firms in raising themselves to an all new level but this raised pollution in the environment. Here, government of United Kingdom and other agencies like BBC have decided to promote sustainable tourism among all over United Kingdom o that they may easily reduce pollution and consumption of natural resources (Edelman, Jaffe and Kominers, 2016).

Research Project Specification

In present context, this issue was also faced by Virgin Holidays because this company have kept its proper focus on enlarging themselves at international level. This company is having numerous vehicles in different places or countries in which it is dealing. This have raised pollution as well which directly impacted negatively on environment. On the other hand, promoting sustainable tourism can help a company in building effective relations with clients as well because, it will directly attract them if they will take care of natural environment.

Research Aim:

An investigation cannot get started without an aim and it is much required for a researcher to develop proper aim right on time so that research can get started (Giaoutzi, 2017). In present research investigator have set an aim which is To analyse the importance of technology in promotion on sustainable tourism.” A case study on Virgin Holidays.

Research Objectives

This subsection of the report, sets aim or based on the purpose of conducting the research. Whole investigation and its conduction rely on set objectives which helps researcher in reaching to specific targets. In this context, some of objectives accompanying the purpose of this investigation are given below:

  • To determine the role of technology in improving image of the company with the help of promotion.
  • To identify the importance of technology in promoting sustainable tourism.
  • To determine benefits of social media in enhancing awareness among people of sustainable tourism.

Research Questions

  1. To determine the role of technology in improving image of the company with the help of promotion.
  2. To identify the importance of  technology in promoting sustainable tourism.
  3. To determine benefits of social media in enhancing awareness among people of sustainable tourism.

1.2 Factors that mainly contribute to research project specification as follows.

There are various number of factors that contributes to in the proper investigation of the research plan (Giaoutzi, 2017). The various components that should be addressed carefully so that the favourable outcome of the research can be obtained. Some most important factors that always helps in investigating the research so that desired goals and objective of the organisation can be obtained. Those several factors are as follows.

Introduction- The assessment of overall idea from where a person can get brief idea about the overall all situation in considered as introduction. The primary stage shows the blue print of the overall scenario that what are the things are going to be done, in a brief and concise manner. Here the research regarding sustainable tourism is done. It contain the various aims and objective that can helps in making the overall positive impact in the overall environment.

Designing of questionnaire- This part is being considered as the most important part of the by the help of this investigator generally draws the overall outcome of the process. By clarifying each and every aspect its positive and negative impact etc. The study also have been analysed that making the questionnaire is not an easy task  as knowledge related pros and cons of the concept in very necessary. This help in making the things more clear then every and also allows the researcher to draw the limitations  of overall working process. In the overall context of tourism sectors. The questionnaire always helps in analysing the position that can impact the situation of the work in process.

Literature review- This section includes all the information related to the overall investigation procedure. This also shows the different viewpoint of the various authors and writer with respect the particular information (Kuo and Chuang, 2016). This includes the current knowledge with the substantive finding. The overall section always helps in gaining the overall knowledge. It also provide the overall theoretical and methodological aspects that helps in making contribution in particular field of topic.

Research methodology- This part also shows the particular type of research that has been chosen to identify and select the overall information about the particular topic. It is the systematic approach that has been used for theoretical analysis that has been used in the particular field of study. In the research methodology it includes the overall quantitative and qualitative approach. On the other side both the approaches used to gather the different types of information. The overall quantitative factors riles on the information related to all the numerical aspects of the gathered data.

Data analysis– The overall gathering of the data from the various kinds of sources form which the overall benefit could be taken in the form of knowledge by the researcher in the particular period of time. This is the most important step after the collection of the data. When the relevant data is gathered collected in an effective manner than the next step is to analyse those e particular type of information that helps in reaching the organisational goals and objective (Pappas, 2016). To the context of the sustainable tourism the data and the information regarding the pollution is taken and then compared to the previous analysis. After that the overall difference in the latest and the previous information is calculated and the overall information is acquired.

Conclusion and recommendation- The overall conclusion of the information gathered from the various types of the resources are at last taken into the consideration. The full and final information is prepared and summarised in a particular manner. From which the overall result is obtained can be easily identified and recommendation for that particular information can also be done in an effective way. In the overall part of the recommendation the creative ideas of regarding  he information are given and from which the development and the growth opportunities are also developed in it. In the context of sustainable tourism, the recommendation and be done regarding using the positive Impact of using the the vehicle that pollutes the environment less. The overall natural resources can also be saved by using the battery operated bikes, rickshaw, cars etc. As these recommendation always helps in maintaining the positive and healthy environment that does not harm the overall nature .

1.3 Critical review of key reference

The critical review helps in analysing and evaluating the overall situation. This provided the overall view of the research that has been given on the particular type of topic. It describe the overall work of task in own language or words. Plus it also analysis the main ideas which are required to analyse the overall structure of the work. It also gives its point of view to the unfamiliar terms that can affect the overall work in process and future decision making of the plan. The critically analysis always shows the inside picture of the particular research that also helps in creating  more better plan of sustainable tourism in making decision for the future period of time.

Importance of technology in promoting sustainable tourism

According to Ryan, (2016) travellers today are more socially and environmentally conscientious than ever before. They want to use their trips to promote sustainability. The UNWTO Affiliate Members Global Report on the Transformative Power of Tourism highlights the real-life initiatives illustrating the potential of this ‘transformative tourism’ and I had the opportunity to contribute insights about Amadeus’ role in this trend.

Role of technology in improving image of the company with the help of promotion

As mentioned by Zervas, Proserpio and Byers (2017), it has examined that travel industry has a consist with a nature of portrayed from one viewpoint by a high versatility and consistent development and then again by a fleeting voracity of "devouring" its own life emotionally supportive networks: nature, culture and networks. The two viewpoints are always prodded by the quick changes popular and the decent variety of supply, and the characteristic significance that travel industry has picked up in individual ways of life and in national economies. Likewise, the solid impact of globalization on the institutional, authoritative and strategy definition, decides three noteworthy parts of the travel industry: the extension of interest, the centralization of supply and expanded likenesses popular. Thus, the delicate equalization required by an economical the travel industry improvement is regularly in danger from clashing objectives of protection versus advancement gets ready for the travel industry. Blended methodologies that join top-down administration models with base up community techniques and strategy systems are viewed as ready to give flexible basic leadership frameworks ready to adapt to unforeseen difficulties or struggle circumstances.

Benefits of social media in enhancing awareness among people of sustainable tourism

According to viewpoint of Strauss and Frost (2016), it has evaluated that sustainable tourism improvement will pick up notoriety and quality by expanded buyer mindfulness. For e.g. Virgin Holidays changed due to the consistent glare of people in general. Organizations and local economies and populace will colossally profit by expanded mindfulness. A brought issues to light will convert into benefits for accomplice organizations and advancement of nearby populace. With an al-ternative wellspring of pay nature is acquitted. In this way it is being felt that an exertion must be made to give focused edge to practical the travel industry improvement ventures. Here, social media may easily help business organisations in promoting the sustainable tourism as much because it do not require heavy investments and can grab attention of people in all over world who are a user of social media sites on which promotion is being done.

1.4 Research project specification

The overall research helps in determining the variety of tasks. It defines the overall statements of the aims and objectives of the research. Some data gathering tools are always used to gather the various kinds of information. Research plays an important role in seeking the solution of the various kinds of problem. It properly specifies the overall the each and every project task that can be used in the process of the research. It the description of the overall objective for the development of the particular types of project or task.

1.5 Plan and procedure for the research specification

Gantt chart-  It is a type of bar chart that helps in graphical representation of the various project schedules that helps in making planning and coordinating the various kinds of project having the specific type of task. The overall Gantt chart with the horizontal axis in the overall graph which represent dates of the overall time span of the project. The vertical axis represents the particular task that helps in making up of projects.

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TASK 2

2.1 Resources efficiently to the research question or hypothesis

Resources play a vital role in developing a research questions or hypothesis. It is mandatory for a researcher to develop investigating questions in accordance with the goals and objective of an organisation. A investigator has to select a right method for investigating a product to make the research efficient for both quantity and quality purpose. It is necessary for a investigator of Virgin Holiday's to evaluate various variables and it's impact on different areas to achieve competitive benefits for an organisation. It will help the investigator in increasing it's profit margins and also in lowering the risk involved. This research will help Virgin Holidays to identify various methods of technology to be used to sustain tourism industry for a longer run.

Data Collection

In this present report, investigator have decided to opt questionnaire data collection method and a sample size i.e. 20  to achieve an appropriate conclusion from it's research. A researcher should also have to focus on different media methods like books, articles and questionnaire to help an organisation in achieving it's goal in a specific time period. Regarding the same thing, Virgin Holidays is using informational technology to reduce cost and to improve customer experiences. The selected media methods will helps an investigator to use appropriate technology which will indirectly helps a company in gaining appropriate advantages. It will help in developing future framework for an investigator which will help in achieving it's preset goals. It will help an investigator evaluate different variables which are helpful for an organisation in increasing it's productivity in a business market (Xu, and et. al., 2016).

2.2 Proposed research investigation

Present research helps an investigator to make virgin holidays sustainable in competitive business environment. It will help an organisation in getting customer satisfaction and in enhancing operational efficiency. It will helps an organisation in making travelling process enjoyable and productive. Some considerations set by the researcher are:

(a) Primary Consideration:

This consideration plays a vital role in achieving set goals and objectives on a right time. In this regards, researcher is using social media marketing to speed up operations and to aware customer's to utilise natural resources to avail sustainability in tourism. It will help a researcher in identifying proper outcomes from the research questions or hypothesis. It will also help an organisation to develop a positive impact on society, economy and environment.

(b) Secondary Consideration:

This consideration helps an investigator in achieving relevant information for it's research. In regard to these information, researcher can achieve it's goals and objectives in accordance with the developed research questions or hypothesis. It will helps an investigator in getting appropriate conclusion by collecting relevant information from various sources. It will directly helps a researcher in achieving it's target goals for an organisation (Zervas, Proserpio and Byers, 2017).

In this context, information was collected through questionnaire and a sample size which is 20 for investigation on Virgin Holiday's case in order to analyse impact of technology in sustaining tourism industry and to improve customer satisfaction.

2.3 Record and collate relevant data where appropriate

Questionnaire

Q 1. Is technology helpful in enhancing promoting sustainable tourism?

Yes

No

Q 2. As per your view point, is it required for Virgin Holidays to keep its focus on sustaining strategy related to tourism?

Highly agree

Agree

Highly Disagree

Disagree

Q 3. Which can be considered as one of the most impressed technology based area under tourism section?

Sales

Promotion

E- marketing

Customer contentment

Q 4. Which digitalised social media tool can be used by Virgin Holidays in promoting Sustainable tourism?

Facebook

Instagram

Twitter

Q 5. How satisfied you are after using services of Virgin Holidays after making modifications in operations so that less harm gets generated?

Fully satisfied

Satisfied

Not at all satisfied

Q 6. What are the major advantages provided by digital technologies for travel and tourism sector ?

Cloud solutions

Virtual Reality

Tracking, detector or sensor & biometric technique

Connectivity

Q 7. In order to improve performance of Virgin Holidays, which system of technology can be used?

Reservation System

Computer System

Mobile Communication

Internet

Q 8. As per current position of Virgin Holidays, is it necessary to take in use of digital technology promoting tools?

Yes

No

Q 9. Are you satisfied with products and services of the Virgin Holidays?

Yes

No

Q 10. Give recommendations, if you have any?

TASK 3

3.1. Use appropriate ‘research evaluation techniques

In present investigation, investigator have kept its focus on bringing up favourable outcomes related to use of technology in promoting the sustainable tourism. Here, the best investigating evaluation technique which is being chosen by the researcher is questionnaire. This will help in bringing a number of questions in front of the responders. After asking the questions from the respondents, collected data may aid in making favourable outcomes over set objectives. On the other hand, there is another approach which could be used by the investigator i.e. interview through which collection of data can be done so that researcher can draw desired outcomes on set objectives.

3.2. Interpret and analyse the results in terms of the original research specification

Theme 1 : Helpfulness of technology in improving promoting sustainable tourism

Q 1. Is technology is helpful in enhancing promoting sustainable tourism?

Frequency

Yes

14

No

6

TOTAL

20

INTERPRETATION: From above mentioned graph, it is being interpreted that 14 out of 20 were in favour of technology and mentioned that it can easily help business firms in promoting sustainable tourism and it can reduce waste materials as well. Away with this, rest of 6 stated that companies of tourism sector needs to use traditional approaches in order to promote sustainable tourism.

Theme 2 : Digitalising Virgin Holidays to keep its focus on sustaining strategy related to tourism

Q 2. As per your view point, is it required for Virgin Holidays to keep its focus on sustaining strategy related to tourism?

Frequency

Highly agree

11

Agree

3

Highly Disagree

4

Disagree

2

TOTAL

20

INTERPRETATION: Through, above mentioned graph, it is being analysed that, 11 responders were highly in favour of that Virgin Holidays needs to develop strategy so that they may easily start reducing the waste material which can create issues for the environment. Apart from this, some of them said they are agreeing on this and 4 out of 20 did mentioned that they are not agreeing at all.

Theme 3 : Most impressed technology based area under tourism section

Q 3. Which can be considered as one of the most impressed technology based area under tourism section?

Frequency

Promotion

9

Sales

4

E- marketing

3

Customer contentment

4

TOTAL

20

INTERPRETATION: Considering above graph, it is being concluded that most of respondents were in favour of promotion and mentioned that in tourism sector social media can help them in raising their profit margins and awareness related to sustainable tourism. On the other hand, rest stated that sales, e-marketing and customer contentment are some impressed technology which can help firm in raising themselves in today’s competitive market.

Theme 4 : Social media tools to be used by Virgin Holidays

Q 4. Which digitalised social media tool can be used by Virgin Holidays in promoting Sustainable tourism?

Frequency

Facebook

10

Instagram

5

Twitter

5

TOTAL

20

INTERPRETATION: Through graph, it is easily got understood that most of responders  (10 respondents) were in favour of Facebook and mentioned that this social media tool help companies like Virgin Holidays in promoting sustainable tourism. Rest of them have mentioned that Instagram and twitter can also help companies in doing promotional activities related to sustainable tourism.

Theme 5 : Modifications needed for Virgin Holidays

How satisfied you are after using services of Virgin Holidays after making modifications in operations so that less harm gets generated?

Frequency

Fully satisfied

10

Satisfied

6

Not at all satisfied

4

TOTAL

20

INTERPRETATION : Through given graph, it is being interpreted that, 10 out of 20 responders were in fully satisfied with products and services that are being offered by the company (Virgin Holidays) as they are less harmful for natural environments. 6 have considered that they are only satisfied and just 4 have mentioned that they are not at all satisfied.

3.3. Make recommendations and justify areas for further consideration

With the help of above mentioned report, it is being recommended that, it is required for every single business organisation in tourism sector to keep its focus on business ethics and choosing right technique through which less pollution can take place. It is also recommended that profit margins of the company are only going to get raise up if they will keep their focus on promoting sustainable tourism for the reducing the waste materials. On the other hand, it has also been recommended that Virgin Holidays needs to use vehicles that do not generate heavy pollution and try to bring innovation in all the areas where they are lacking.

Reflection

While conducting the investigation, I have faced ample number of issues which put me into the trouble and delayed whole conduction of report late. Respondents were not even showing interest while giving answers which created problems for me to ask next question to them. Overall, I managed somehow and if I will get same sort of assignment again, I might finish the whole project right on time.

Conclusion

With the help of above mentioned report, it is being concluded that sustainable tourism plays a crucial role for every single business organisation if they are looking for long term success. Promoting it, with the help of technology organisation can easily improve their image in front of the clients. Away with this, it has also been concluded that, company should use right social media tool so that promotion do not cost much to them and they can grab attention of consumers more that their own expectation.

References

  • Abubakar, A. M. and Ilkan, M., 2016. Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management. 5(3). pp.192-201.
  • Edelman, B., Jaffe, S. and Kominers, S.D., 2016. To groupon or not to groupon: The profitability of deep discounts. Marketing Letters. 27(1). pp.39-53.
  • Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
  • Huang, Y. C. and et. al., 2016. Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research. 18(2). pp.116-128.
  • Kuo, M. S. and Chuang, T. Y., 2016. How gamification motivates visits and engagement for online academic dissemination–An empirical study. Computers in Human Behavior. 55. pp.16-27.
  • Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
  • Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
  • So, K. K. F. and et. al., 2016. The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research. 55(1). pp.64-78.
  • Strauss, J. and Frost, R. D., 2016. E-marketing: Instructor's Review Copy. Routledge.

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