The Significance of Technology in the Travel Sector: A Case Study of Travel Cards

Arguably, the travel sector has been the most affected by technological advancements. Initially, traveling was characterized conventional means and techniques to a level where it was complicated, slower, and subject to a myriad of other challenges. For instance, traveling abroad would be challenging and often expensive. However, the technological upheaval seems to have transformed the travel sector at all levels. Evidently, besides the innovations and enhanced designs in the travel sector, technological advancements in other areas related to the travel industry have also influenced its quality. For instance, mobile device applications can nowadays be used in bookings, buying tickets, making reservations, etc. Through the internet, furthermore, individuals can research about the most efficient travel means and their preferred destination among other factors related to traveling. 

To such an extent, technology seems to be transforming the travel sector as well as traveling experiences. The newest technological advancement related to the travel sector is travel cards (Jolly, 2016). Travel cards are currently used conveniently by international travelers to buy foreign currency ( the currency of a specific country) before they travel to the same country. Customers, using the travel cards, can buy currency when the exchange rates are favorable so that when they travel, they no longer need to buy local currency and can use the card for purchases. So far, there are hundreds of companies offering travel cards to customers. These cards include but not limited to Revolut, MasterCard, Westpac, etc. Therefore, this study seeks to investigate the significance of technology in the travel industry by primarily focusing on travel cards as the most recent innovation utilized in the sector. 

Research Question

The central research question is: What is the role of technology in transforming the travel industry?

Research Objectives

The main purpose of this research project is to establish the role of technology in transforming the travel industry. However, the research also seeks to accomplish three specific objectives including:

1. To determine the significance/benefits of technology in the travel industry
2. To establish the role/benefits of travel cards and why they have gained significant popularity in the recent past
3. To determine potential downsides/limitations of travel cards as compared to other alternatives

Justification/Rationale for the Research

Notably, the role of technology is a research field that has been vastly studied in different dimensions. Consequently, there is a vast amount of literature on the significance of technology in the travel industry. Primarily, most researchers have dedicated their efforts to studying the benefits and risks of technology in the travel industry. Tang-Taye and Boyer, (2012) claim that there is a wealth of information about the impact of technology on traveling. Similar sentiments are shared by Tsai, Song, and Wong, (2009) who insist that since the 1990s (the advent of most technologies) there have been concerted efforts by researchers in determining the role that technology plays in the travel industry. Bilgihan & Nejad, (2015) while acknowledging the significant role of technology in the travel industry, argue that researchers may have focused more on the symbolic significance of innovations and their risks while ignoring other dimensions such as the impact of specific technologies. 

Furthermore, in the study by Tang-Taye and Boyer (2012), the authors note that the number of research articles on the impact of the internet on travel and tourism industries increased substantially over the past decade. However, the two authors also connote that there are several gaps and significant areas of research focus in existing literature. Precisely, in their study, Tang-Taye & Boyer, (2012) insist that potential future studies on the impact f technology in the travel industry should focus on case study research. A study conducted in 1998 by Lewis, Semeijin & Talalayevsky, (1998) also recommended that; to establish the impact of information technology on traveling, the focus should be on case studies that generate specific practical implications for travel industries. It is with such calls that the current study seeks to focus primarily on most recent innovation in the travel industry which is travel cards. The case study approach, in this case, is justifiable will ensure that the findings of the research have specific practice implications. However, it is also vital to justify the particular objectives of the study as they relate to the overarching research question.

The Significance of Technology in the Travel Industry 

The first specific objective of the current study is to establish the overall significance and benefits of technology in the travel industry. Notably, there are several studies which have focused on the impact of technology on the travel industry (Lewis, Semeijin, & Talalayevsky, 1998; Tang-Taye & Boyer, 2014; Alpar and Kim, 1990; Law, Leung & Buhalis, 2009; Firoiu & Croitoru, 2015). Langelund, (2007) agrees that technological advancements have entirely transformed the traveling experience right from booking a flight to the life in a given destination. Notably, although it is imperative to appreciate the efforts by previous studies, it is also equally significant to point out flaws and gaps in existing literature. Most of the researchers on the topic tend to focus on the general effects of using technology in the travel industry. For instance, Tang-Taye & Boyer, (2014), Alpar & Kim, (1990), Bilgihan & Nejad, (2015) studied the overall impact of technological innovations in travel and tourism industries without considering specific innovations or specific business sectors. 

Nevertheless, the researchers are at the frontline encouraging a case-study focused research that addresses the significance of particular innovations on traveling (Tang-Taye & Boyer, 2014). Another noticeable aspect in previous literature is the consistency in findings. Most of the authors have replicated results of previous studies. For instance, it is held that technology enhances efficiency in traveling by making booking quicker and increasing the accessibility of travel agents (Lewis, Semeijin & Talalayevsky, 1998). Furthermore, most researchers agree that technology has transformed the ability of consumers to choose the preferred traveling mode through the internet search and reviews on popular blogs (Firoiu & Croitoru, 2015; Langelund, 2007; Law, Leung & Buhalis, 2009). Besides, the traveling experience has been improved with on-deck video gaming, entertainment among other innovative services; factors that significantly enhanced consumer satisfaction and increased the value of traveling (Card, Chen & Cole, 2003; Álvarez, Martín & Casielles, 2007).

 To such an extent, there lacks exhaustive information and unique findings that can characterize the essence of technology in the travel industry. Moreover, most of the findings by researchers are not only hypothetical but also theoretic with a substantial lack of supportive evidence. The existent gaps and areas of focus in previous research, therefore, justify the need to not only conduct the current study but also focus specifically on establishing newer ways through which technology is transforming the travel industry.  By doing this, the current research will have significant practical implications for both technology developers and the travel industries. For example, through the findings, travel industries can determine ways through which they can enhance the value of products and services through the existent technology. The newer findings could also help them implement a feasibly unique technological strategy.  

The Use and Significance of Travel Cards in the Travel Industry

The second specific objective of the current research is to establish the role/benefits of travel cards and why they have gained significant popularity in the recent past. Remarkably, the present research project will assume the case study methodology that focuses on travel cards as the most recent innovation in the travel industry. The sole reason why travel cards are chosen for this study is that, so far, no empirical study or survey has been conducted on their utility, benefits or significance. The lack of any previous research on the importance of travel cards in the travel industry makes the current research project not only pioneering but also groundbreaking. This explains why the study insists on establishing newer knowledge in about the essence of technology in transforming the travel industry. Firstly, the findings of the current research will have huge practical implications for both consumers and travel industries. For consumers, the results will be a benchmark of establishing the most convenient way of traveling and making related expenditures. To travel industries, the findings will also act as the foundation of developing incentives for traveling consumers. It is, therefore, substantial to understand the features and benefits of travel cards as presented in existing publications.

     According to Jolly, (2016) travel cards are the current most “popular, convenient and secure” means of buying foreign currency and take it to an international destination. Jolly, (2016) further states that travel money cards are specially devised debit cards that allow consumers to load foreign currencies before they travel. Wait, (2017) contends that these travel money cards can load several currencies and also act like credit cards. Therefore, depending on an individual’s destination, the travel card can be loaded with a currency of choice or several currencies for that matter. For instance, an American traveling to Britain can load the card with sterling pounds or Euros. The consumer can lock in the travel card a favorable exchange rate before they leave for an international destination (Beattie,  2016). With some travel cards, there is a small fee charged when loading and reloading the travel card. Furthermore, a foreign transaction is also charged. Nevertheless, the travel card can be used to make all types and kinds of purchases just like any debit or credit card (Jolly, 2016). For instance, individuals can buy products, pay for services, etc. anywhere with their travel card without having to go the extent of exchanging currencies. 

     Several online publications contain the benefits, features, and significance of travel money cards. (Commonwealth Bank, 2017; Sivamani, 2016; Beattie, 2016; Wait, 2017; Wait, 2017). Wait, (2017) argues that the most evident benefit of travel cards is that they are comparatively safer and more secure. Notably, with the card, there is no need of carrying around loads of cash, which is insecure. Sivamani, (2016) agrees that prepaid travel cards are safer and more secure than cash. Jolly, (2016) acknowledges that money in the destination currency can be loaded into the card before one travel. Wait, (2016) also notes that travel cards are prepaid and therefore, allow individuals to budget appropriately for their traveling. Some people who travel abroad might get carried away and spend more than they intended to. With the travel card, one can determine the traveling expenditure and hence, load the card accordingly. Beattie, (2016a; 2016b) on the other hand, suggests that the ability to lock the exchange rate before traveling in the travel card is of great significance to individuals. Notably, the travel card allows consumers to load in cash with the most favorable exchange rates. Therefore, locking the exchange rates enable the consumer to budget appropriately.
    Beattie, (2016a) further claims that travel cards can load multiple foreign currencies on a single card. The authors connote that in a recent survey of travel card ratings, it was found that the highly rated cards could load up to 13 different currencies. According to Jolly, (2016) the ability to load multiple currencies on one card is critical for individuals who travel on expeditions in various parts of the world. For instance, if an American wants to go to the Middle East, from the Middle East to Africa, from Africa to Europe and back to the USA; they will load their travel cards with currencies of each of the destinations. Consequently, it is evident that travel cards critically enhance the efficiency of traveling. They eliminate the hustle involved in exchanging cash sometimes at extremely unfavorable foreign exchange rates. The Commonwealth Bank, (2017) acknowledges that the travel card has smart features; where, when the customer makes a transaction, the card automatically deducts the currency of the country where the purchase has been made. The Commonwealth Bank, (2017) also acknowledges that the travel card is acceptable around the globe. 

     Another benefit of travel cards is that they can be reloaded quickly even through a smartphone. Notably, some travel card providers offer dedicated mobile device applications that can be used to make transactions on the card such as reloading. The reload time depends on the provider but averagely takes about 24 hours for the loaded amount to reflect on the card. Beattie, (2016a) also notes that the travel cards have a debit card functionality such that they do not link to the bank account. This significantly reduces the chances of theft or fraud. Travel cards are stand-alone cards without a connection to any bank account. Even when a travel card is stolen, misplaced or lost, the holder has to merely contact the provider and let them block the card to prevent anybody else from using it. When a card is blocked, the amount within remains intact and will appear in the newly issued one. Jolly, (2016) also mentions that travel cards can be monitored online to guarantee efficiency. 

The Downsides of Travel Cards

     The third specific objective of the current research is to determine the downsides or risks of using travel cards about existing alternatives. Sivamani, (2016) is the only author, so far, who has made comparisons between travel cards, and other options such as cash, credit and debit cards. Firstly, Sivamani, (2016) notes that travel cards could be subject to additional fees that may lower the value of using one in the first place. Sivamani, (2016) also argues that travel cards may not be accepted as means of payment everywhere across the world. There are some regions especially in the developing world where transactions are only cash-based. In such a case, the travel card may be useless for people who travel in the remote areas of the world. In fact, Sivamani, (2016) recommends that people moving to different parts of the world should consider carrying both their travel cards and cash. Another downside associated with travel cards is the delay in loading and reloading. Sivamani, (2016) claims that reloading this cards is easy but may take up to 72 hours for the funds to be available. The travel card cannot be used as a credit card because; for instance, in a hotel, individuals submit their credit card details as security (just in case they default in payment). A travel card may not be used in similar circumstances. Travel cards also do not earn the holder/user any interest because they are not linked to any bank account. Sivamani, (2016) recommends that travelers need both cards when they make travel arrangements.

     From the above delineation of the three specific objectives and the entire purpose of the current research, it is quite evident that there is need to establish the significance of technology in the travel industry by explicitly focusing on the newest innovation; travel cards. The findings of the current research will have pivotal implications for business practice primarily for consumers, players in the travel industry as well as the providers of travel cards. The newer findings will be groundbreaking to a level where they contribute critically to the existing body of knowledge on the value of technology in the travel industry. The current study is also justified in a way that it answers calls by previous researchers to use the case study approach in studying the essence of technology in the travel industry. As indicated earlier on, several studies on the subject have pointed to the need for potential future research to consider specific innovations and their effect on the travel industry. Therefore, besides, heeding calls by previous researchers, the current research project is a pioneer in establishing the significance of travel cards in the travel industry.  

Research Methodology and Design

Research Approach 

The current study will assume mixed methods in answering the research question. Mixed methods research is defined as an integration of qualitative and quantitative research techniques to achieve the overall research purpose. Primarily, mixed methods research is used when a better understanding of the research problem cannot be obtained by either qualitative research or quantitative research alone. Notably, the qualitative research seeks for narrative and non-numerical data to answer the research question. Therefore, data captured through qualitative research is always open-ended. In qualitative research, the researcher begins the study with an open mind and uses the findings to generate new theory or modify existing theory. On the other hand, quantitative research involves the retrieval of numerical or statistical data that can be used to answer the research hypothesis. Quantitative research involves the researcher using existing theories to test the research problem (Oates, 2006). Therefore, this type of research includes close-ended information. Mixing methods increase the depth of comprehension as well as corroboration. Furthermore, the strengths of each method are augmented while the weaknesses are complemented to guarantee efficiency. 

     The significance of using mixed methods is based on the ability of triangulation. Mixed methods facilitate triangulation, which is the utility of different means to examine the same problem; hence, test for consistency and validity (Oates, 2006). Mixed methods, therefore, will give the researcher the ability to accurately approach the research problem from different vantage points through various techniques and methods. The researcher, therefore, primarily seeks to use the mixed methods in developing a new theory about the significance of technology in the travel industry and then test the theory. The qualitative part of the research will build the new theory while the quantitative bit will test the theory. Consequently, with the mixed methods approach, the researcher has got no worries about the possibility of invalid results or unreliable findings. The study will, therefore, offer a complete and coherent comprehension of the research problem that neither approach could offer  independently. 

Research Design 

Notably, the case study research design is built to focus on contemporary events and typically seeks to address how and why a phenomenon exists. A case study involves the researcher selecting a particular subject and focusing their strengths on studying this specific topic. The subject chosen could be a factor, element, sample, or part of a broader phenomenon. For instance, in the present research, the subject of study is travel cards, but the broader phenomenon is technology. Therefore, travel cards are the case used in studying the phenomenon of technology utility in the travel sector. Yin (2009) defines the case study research design as an in-depth study of a given phenomena instead of a sweeping statistical survey. The design allows the researcher to narrow down a broad field-scope of research into a single and easily researchable topic (Saunders, Thornhill & Lewis, 2009). In the current study, the broad field of research is “the significance of technology in the travel industry.” The narrowed scope of research is the significance of travel cards in the travel industry. The case study research design may, therefore, not answer a question completely (Yin, 2009). Instead, it will give direction for further research and how hypotheses can be built.

 Primarily, the case study research is meant to test whether or not existing theories and models work. Therefore, the case study research design will be exploratory. According to Oates, (2006) exploratory research is usually the first step when conducting groundbreaking research. It aims to lead to an understanding of the existing variables that can be used to define and describe phenomena. Therefore, an exploratory case study primarily answers the “what” question (Saunders, Thornhill & Lewis, 2009). The central research question in the present study is: “what is the role of technology in transforming the travel industry?” it is vitally significant to acknowledge that case studies facilitate the analysis of specific issues within the set boundaries. For instance, in the present study, the case is limited to travel cards and primarily in the travel industry. Observing these boundaries is crucial for the research.

Rationale for the Case Study Research Design 

     The most critical justification for the case study research design is that it heeds calls by previous researchers who have studied the same topic. Tang-Taye and Boyer, (2012) among other researchers have insisted that future research should narrow down the scope of study by using the case study methodology to determine the significance of technology in the travel industry. Therefore, using the case study approach is in response to recommendations made by previous studies on the research topic. Secondly, it is quite evident from the justification section that so far, no empirical study has been conducted on the utility and significance of travel cards in the travel industry. The information present is hypothetical and purely theoretic without any substantial or supportive evidence. Therefore, by using the case study approach, the research will generate groundbreaking evidence that either supports or rejects the existing theories and models about the significance of technology in the travel sector. Where possible, the evidence may also be used to modify existing theories (Saunders, Thornhill & Lewis, 2009). The third justification lies on the centrality of the findings and their implications on business practice. Given that the travel cards are a relatively newer innovation in the industry, the results of the study will only be valid and reliable to stakeholders if the study itself is dedicated to a particular phenomenon. It, therefore, explains the case study methodology is preferable. 

     Besides the above study-related justification of the case study research, there are several research benefits associated with the design. Firstly, cases studies provide the researcher with the ability to utilize as many data collection methods as possible; allowing for easy triangulation. Oates, (2006) agrees that mixed methods (to be used in the current research) are the best fit for case studies. Another benefit, according to Yin, (2009) is the capacity to conduct data analysis within the context of the phenomena. These design can also allow for a deeper understanding of complexities that other designs may not easily decipher. Another advantage of case studies is that they are appropriate for groundbreaking research because of the intensity and comprehensiveness involved (Yin, 2009). Significantly, case studies can be used to challenge or support theoretical assumptions about phenomena. For instance, in the current study, the case study design will be used to affirm whether indeed it takes up to 72 hours to load a travel card as alleged by Sivamani, (2016).

Data Collection

Data collection will be divided into two major phases; qualitative data collection and quantitative data collection. The research population is made of travel card users, travel card providers and players in the travel industry. Sample units or participants will be selected randomly. Notably, random sampling gives every member of the research population an equal chance of participating in the study. This enhances the representativeness of the sample. Furthermore, the strategy works quite perfectly when the research population is enormous (Saunders, Thornhill & Lewis, 2009). The qualitative phase of data collection will include the utility of interviews as the primary data collection method. Interviews will be held both face-to-face and through phone calls. All interviews will be structured for the researcher to obtain a direct answer to the questions being asked. Structured interviews are suitable when the sample is large just like in the current study. Furthermore, a representative sample can be studied using the structured interviews whose findings are more natural to extrapolate (Saunders, Thornhill & Lewis, 2009). Responses in formal interviews are precise and do not strain the respondent.  Respondents also have a chance to clarify questions for easy understanding.

     The second phase of data collection will involve quantitative techniques. Correctly, the researcher will use the survey method through the questionnaire technique. Questionnaires include written questions which respondents are supposed to answer. This will be done primarily through the internet on a dedicated online portal. The questionnaires will also be partly distributed to respondents through email if access to the portal is restricted. Respondents will be required to fill and provide feedback within two weeks after receiving the survey questions. According to Oates, (2006) questionnaires are exhaustive and also suitable for large samples. However, they are prone to respondents’ failure to provide feedback in time or at all. Surveys may also be relatively cheaper compared to other quantitative techniques such as experimentation.

     Notably, upon completion of the data collection process, data will be prepared for analysis. Qualitative data analysis will involve coding and inferential analysis. Coding will be classified into two stages; open coding and axial coding. The aim is to categorize thematic findings and table them for inferential analysis. The inferential analysis is a process that involves looking at the data presented in the tables and drawing inferences or conclusions. The inferences drawn from the qualitative data may then be used to modify or build theories (Saunders, Thornhill & Lewis, 2009). Quantitative data analysis will be done through descriptive statistics. Here measures of central tendency and measures of dispersion will be utilized in presenting the findings in a meaningful way. Measures of central tendency include the mean, median, and mode of data while measures of dispersion include the standard deviation, variance, and range of data. Graphs and charts will be sued to present this analysis. Findings of the research will then be interpreted and generalized. After conclusions have been drawn, the study will be reported and disseminated to the relevant stakeholders. Extrapolation may also be done to fit the data in other populations not included in the study. 

Ethical Issues

There are ethical considerations that the researcher will make during the conduct of the study. Firstly, all respondents will participate in the study willingly without coercion. Therefore, informed consent will be established from them before engaging in the research. Those who will participate in the study will do so on conditions of anonymity (Oates, 2006). In other words, individual and company names will be exempted from the study and not disclosed to any third party. Where possible, pseudo names will be used instead of a participant’s real names. Above all, all information provided by respondents will be treated as highly confidential (Oates, 2006). For instance, proprietary information or sensitive data such as travel card details will be kept confidential and for the researcher’s use only. This information will not be disclosed to any third party without the approval of the respondent. The aims, purposes, and approaches of research will be made available to the participants (Saunders, Thornhill & Lewis, 2009). All respondents will be educated on the significance and nature of the study. Therefore, they also are entitled to receive or access the findings of the study. The researcher will not include vulnerable populations such as children or sick individuals in the study (Oates, 2006). Furthermore, the researcher will not cause any physical, psychological, or mental harm to the participants. Participants of the study reserve the right to withdraw from the research at a time of their liking (Oates, 2006). Therefore, the researcher will maintain a great sense of professionalism with strict adherence to the rules and standards that guide business research.

Timetable for the Main Research Stages

The current research will be divided into seven major stages. These include; the completion of the research proposal, the review of related literature, data collection, data analysis, drawing conclusions, interpreting/generalizing data and reporting. The Gantt Chart below depicts the research timelines.

Activity	20th Oct	25th Oct-10th Nov	15th Nov-25th Jan ‘18	27th Jan 21st Feb	25th Feb	28th Feb	1st March
Research Proposal
Review of Literature
Collecting Data
Analyzing Data
Drawing Conclusions
Interpretation/ Generalization
Reporting

Reference List

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Álvarez, L.S., Martín, A.M.D., & Casielles, R.V. 2007. Relationship Marketing and Information and Communication Technologies: Analysis of Retail Travel Agencies. Journal of Travel Research, 45(4), 453-463

Beattie, D., 2016. Travel Money Cards: The Most Sought-after Features. Available from https://www.canstar.com.au/travel-money-cards/travel-money-cards-the-most-sought-after-features/. [Accessed 134 Oct. 2017]

Beattie, D., 2016a. Five Benefits of a Travel Money Card. Available from https://www.canstar.com.au/travel-money-cards/five-benefits-of-a-travel-money-card/. [Accessed 134 Oct. 2017]

Bilgihan, A., & Nejad, M., 2015. Innovation In Hospitality And Tourism Industries. Journal of Hospitality and Tourism Technology, 6(3). Available from https://doi.org/10.1108/JHTT-08-2015-0033. [Accessed 13 Oct. 2017]

Card, J.A., Chen, C.Y., & Cole, S.T. 2003. Online Travel Products Shopping: Differences Between Shoppers And Non-shoppers. Journal of Travel Research, 42, 133–139

Commonwealth Bank, 2017. Features and Benefits of Travel Cards. Available from https://www.commbank.com.au/personal/international/travel-money-card/features-benefits.html. [Accessed 134 Oct. 2017]

Firoiu, D. & Croitoru, A., 2015. The Information and Communication Technology- Impact on the Hospitality Industry in Romania. Ecoforum, 4(1), 32-37. 

Jolly, W., 2016. What is a Travel Money Card. Available from https://www.canstar.com.au/travel-money-cards/what-is-a-travel-money-card/. [Accessed 134 Oct. 2017]

Langelund, S. 2007. Mobile Travel. Tourism & Hospitality Research, 7(3/4), 284-286

Law, R., Leung, R., & Buhalis, D. 2009. Information Technology Applications In Hospitality And Tourism: A Review Of Publications From 2005 To 2007. Journal of Travel & Tourism Marketing, 26(5), 599–562.

Lewis, I., Semeijin, J., & Talalayevsky, A., 1998. The Impact of Information Technology on Travel Agents. Transportation Journal, 37(4). Available from http://www.freepatentsonline.com/article/Transportation-Journal/21089568.html [Accessed 134 Oct. 2017]

Oates, B.J., 2006. Researching Information Systems and Computing. New York: SAGE Publishers. 

Saunders, N.M., Thornhill, A., & Lewis, P., 2009. Research Methods for Business Students. New York: Prentice Hall. 

Sivamani, S., 2016b. Comparison of Prepaid Forex Travel Cads vs. Cash, Debit & Credit Card. Available from https://www.extravelmoney.com/blog/travel-cards-vs-cash-debit-credit-card/. [Accessed 134 Oct. 2017]

Tang-Taye, J., & Boyer, M., 2014. The Impact of the Internet in Travel and Tourism: A Research Review 2001-2010. Journal of Travel & Tourism Marketing, 31(1), 82-113.

Tsai, H., Song, H., & Wong, K.F.K., 2009. Tourism and Hotel Competitiveness Research. Journal of Travel & Tourism Marketing, 26(5-6), 522-546.

Wait, R., 2017. What is a Prepaid Travel Card. Available from https://www.moneysupermarket.com/prepaid-cards/what-is-a-prepaid-travel-card/. [Accessed 134 Oct. 2017]

Yin, R.K., 2009. Case Study Research: Design and Methods. London: Sage

Appendix

Statement on Ethical Issues

Once the researcher has identified the research population sample, informed consent will be obtained in written form. Primarily, each respondent will be mailed a consent form enlightening them about the study, the significance of participating and how their responses will be utilizes. The consent form will also describe the rights of individuals participating in the study. Participants will be required to mail back a copy of the signed consent form implying that they are willing and ready to participate in the study.