Demonstrate an understanding of tourism products and analyse the key components of the tourism sector, including aviation, hospitality, and intermediaries, and understand their roles within the broader industry.
Evaluate the roles and functions of different stakeholders within the tourism industry and their impact on tourism product management.
Assess the challenges and opportunities in managing tourism products, with a focus on quality, sustainability, customer satisfaction, and competitive offers.
Present research findings using a digital platform, both formally and concisely, to a relevant audience within the tourism industry
The Digital Traveller: How Technology Shapes Customer Experience in Tourism
Tourism organisations are increasingly relying on digital technologies to enhance customer engagement, streamline operations, and remain competitive in a rapidly evolving global market. From artificial intelligence and mobile applications to data analytics, virtual reality (VR), and social media, digital transformation is reshaping how tourists plan, experience, and share their journeys.
You will examine the role of digital innovation in shaping customer experiences in two different tourism organisations. The analysis should demonstrate how each organisation uses technology to enhance service delivery, improve customer satisfaction, and gain a competitive advantage in the tourism sector. You are expected to draw on relevant theories, case studies, and recent examples to support your evaluation.
Chapter 2: Key Digital Innovations Discuss digital tools used by each company
Chapter 3: Stakeholders and Digitalisation 3.1 Customers and Digital Transformation: How technology has reshaped customer communication, convenience, and personalisation and how customers participate as cocreators of value 3.2 Employees and Digital Transformation: Explain the impact of digital tools on training, communication, and service delivery and the role of automation and AI in improving operational efficiency.
Chapter 4: Challenges Link challenges to your stakeholder discussion (e.g., employee adaptation, customer privacy concerns).
Chapter 5: Conclusion and Recommendations Summarise key findings from your analysis. Highlight which organisation demonstrates stronger digital engagement and why. Offer practical recommendations for improving digital strategy and stakeholder collaboration in the tourism sector.
