Research poster-Mariska
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Transcript of Research poster-Mariska
Introduction In tourism industry, technology has played an important roles and
contributed the growth and development in many ways. The recent
literature review was focused on the major opportunities for tourism
service providers in the variety areas such as internet and social media,
innovation of technology in multimedia and hotel design as well as the
transport technology.
From the recent literature review, it was found that the new technology
brings the positive opportunities that are mostly beneficial for the
industry. But, more than that, the literature review found that the
presence of high technology make the society faces some challenges.
The major issues are whether the establishments have the financial
associated to buy and implement the high technology; up to date
knowledge of society to operate the new technology, and the time that will
be taken to adapt and learn the new procedures of technology.
The challenge of financial in technology advances in tourism will be an
issue in this research proposal. Travel agencies have their right to choose
whether have a budget or not have a budget for the company website.
The big company may implement the new technology and have enough
financial to invest website, from buying the domain, hiring a website
designer, and buying online tools that allow the travellers (buyers) to
purchase online. For the small company, some do not really care and that
opportunity may seems unaffordable.
References
Sampling The participants of survey are the employees of travel agencies that taken
from sampling of population. The population is all travel agencies in all states
in Australia. The procedures are: 1) The sampling should be represent the
population. 2) To get data for sampling, the resources are from Australia
Bureau Statistic, Australia Business Number, and Australia Federation of
Travel Agents. Based on the statistic (Australia Bureau of Statistic,2006) the
number of registered travel agencies was 2640 in 2004. It is assumed that
the number of travel agencies increase each year, and the number in 2004
did not include the online agencies. 3)If the total number of population in
2015 is 3750. The sampling will take 10% of population which is 375
employees of travel agencies will be surveyed. 4) The method of sampling is
based on principle of random sampling so every travel agencies will have
equal chances. 5) The approach is simple that using the computer program to
select the participants randomly.
Conclusion Overall, the financial challenge in technology advances has chosen to be the
issues for this proposal. To support the quantitative study, hypotheses is
designed that “60% of travel agencies in Australia are having a budget
dedicated for investing and developing the websites to attract more
overseas visitors.” Data collection will be taken from online questionnaire
survey and using the random method of sampling. The recent literature
review support this proposal in particular topic of the role technology in
tourism, websites, and multimedia innovation. It is found that websites that
contain multimedia such as 3D animation, videos and virtual tours will
enhance the travel planners experience and help the companies to attract
online consumers, encourage online purchasing and loyalty. The research
will be conducted ethically by following the consideration of informed
consent, anonymous, confidential, and security of storing the data. The
result of data will be shown as a percentage and the graph is used to
communicate the findings.
Research Aims, Objectives and Significance The purpose of this proposal is to fill the gap from recent literature review
and to explore whether the travel agencies have budget dedicated to develop
the websites. The objectives of this research proposal is to develop the study,
to develop conceptual framework, to decide the best methodology for the
study, to decide the sampling of research population, to collect information
from employees of travel agencies, to put some ethic consideration when
conducting the research, to do online survey with random sampling and to
proof whether the research hypothesis is true or false.
The research is significance to know the willingness of travel agencies to
have budget associated for investing the new technology in order to
maximize the company performance, attract more visitors that may result
increase in revenue.
Ethical Considerations Due to ethical consideration, all participants in the survey will be told that
the research is conducted by William Angliss Institute. The selected
participants will be given information statement details of research with
some information of nature of research, possible consequences, procedures,
and handling the data. The participants are required to signed or accept the
informed consent statement. The participants have right to withdrawal the
information. In term of deception, the participants will be fully informed with
research purpose without any exception. Data will be put anonymous and
William Angliss Intitute are responsible the keep the confidentiality. Data will
be not published in internet, will be stored with security and only authorised
lectures and students are having access for the data.
Methodology The research study for this proposal is descriptive as it is finding out and
describing what the things are, such as to identify the characteristic of
travel agencies, to identify the influencing factor and to measure the travel
agencies attitudes toward the budget for technology. The design for the
proposal will be using quantitative approach that use formal, objective and
systematic process where data are utilized to test the hypotheses of: “ Over
60% of travel agencies in Australia have a budget dedicated for investing
and developing their websites to attract more overseas visitors.”
As Creswell (2003) stated that for quantitative study, the research will use
the strategies to survey the large numbers of sampling with numerical
measurement and statistic analysis. The survey will be conduct online by
put the list of question in online survey providers such as survey monkey.
Research Proposal Mariska Siburian 20000584
“Over 60% travel agencies in Australia have a budget dedicated for investing and developing their websites to attract more overseas visitors.”
Conceptual Framework
Conceptual map are developed to support this study. Based on the map above, the main
concept are travel agencies, budget, websites and foreign visitors. The characteristic of travel
agencies are differentiate into the size: small or large, the types: traditional (only building),
online, and mix (combines building + online), and service offers: whether selling ticket,
accommodation, and tour domestically or internationally. Survey will be conducted and ask
the employees of travel agencies whether their workplace have budget dedicated for websites
or not. If the travel agencies have a budget, some influencing factors for travel agencies to
develop websites depends on financial, goal or objectives, and the marketing strategy. The
survey also will ask whether travel agencies add some features like videos, virtual tours, 3D
effect and photos in order to help them attract more foreign visitors. The technology brings
the international visitors become closer and distance should not be a matter between the
travel agencies and travellers.
Literature Review Technology use have grown quickly in recent decades compares to before 20th century when
improvement in mode of transportation and information were very limited (Murthy,2008). By
becoming the fastest growing sector in economy (United Nations of World Tourism
Organization, 2015), the tourism has successfully contributed 2.2 trillion U.S. Dollars in 2013
(Statista, 2013). International tourism adoption of 3T “Travel, Tourism and Technology” has
made the the technology is a must to help the daily task management of tourism service
providers, with its efficiency, cost saving, and increase the profitability (UNWTO Affiliate
members, 2011).
Nowadays, the internet can be accessed in any where through the mobile phones, tablets,
laptop, and computers that may increase the chances of travellers to review the destination
before their actual visit. The websites of companies act as promotional tools that facilitate
the continuous contact to the clients, potential visitors, and increase in online presence to
stay competitive in market (Leung, Law, and Buhalis (2013). Buhalis and Law (2008)
explained that the multimedia in websites provide tangible image or experience for travel
planners by its extensive representation of photos and graphics. Cho and Fessenmaire (2012)
found the websites that contains with graphics such as animation, videos, and virtual tours of
destination would increase the visualization and interaction from future travellers around the
world that improves the real life experience for travellers and help the travel planning process.
In online marketing, 3D websites help the companies to attract the online consumers,
encourage online purchases and loyalty (Fiore, Kim, and Lee, 2005).
Most literature review discussed only the benefit of technology. Poon (1993) have argued that
some challenges came up to utilize the new technology, such as the ability of society and
customers demand that are driven by technology. The gap was found in related to the
challenges of technology, whether the tourism service providers have financial cost to
implement the new technology, the up to date knowledge of society and time that are taken
by society to learn new procedures.
Data Collection Methods Data will be gathered through primary resources from questionnaire survey. The
employees of travel agencies will be sent email, follow the link and complete the
online survey on the screen. Because this research proposal will use quantitative
study, it will include the large number of participants. The online questionnaire
survey will be the best for this proposal because it is cheap (cost saving), people
are having access to the internet easily, and it has medium response rate (Veal,
2011).The numerical data as a result of data collection, will be shown as a
percentage and will be displayed with statistical graphs. Data will be analysed
through the graphs and the hypotheses is tested with findings whether it is true
or false. If the research has low response rate, the strategy is conducting more
surveys.
Australia Bureau of Statistics. (2006). 8653.0 - Travel Agency Services, Australia, 2003-04. Retrieved from http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/8653.0Main+Features12003-04 Buhalis, D., & Law, R. (2008). Twenty years on and 10 years after the Internet: The state of E-Tourism research. Tourism Management, 29, 607-623. Cho, Y., Wang, Y., & Fesenmaier, D.R. (2002). Searching for experiences: The web-based virtual tour in tourism marketing. Journal of Travel & Tourism Marketing, 12(4), 1-17.
Cresswell, J.W. (2003). Research Design: Quantitative, Qualitative, and Mixed method approaches. London: Sage Publications. Fiore, A.M., Kim, J., & Lee, H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53. Murthy, E.K. (2008). Management of Tourism and Hospitality Industry. New Delhi : ABD Publisher. Leung, D., Law, R., Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel and Tourism Marketing, 30, 3-22.
Poon, A. (1993). Tourism, Technology and Competitive Strategy. Wallingford: CAB International. Statista. (2013). Statistic and global facts on global tourism industry, retrieved 28 August 2015, from http://www.statista.com/topics/962/global-tourism/. United Nations of World Tourism Organisation. (2015). UNWTO Tourism highlights (2015 edition). Retrieved from http://www.e-unwto.org/doi/pdf/10.18111/9789284416899. UNWTO Affiliate members. (2011). AM reports: Technology in tourism, 1. Retrieved from http://www2.unwto.org/publication/am-reports-vol-1-technology-tourismUNWTO Affiliate. Veal, A.J. (2011). Research Methods for leisure and tourism: A practical guide. England: Prentice Hall.