Analysis of TravelPac's data Assignment

Using Data

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis of TravelPac's data .......................................................................................................1
2.Defining the knowledge of tools and techniques that common to business decision making..2
Methods........................................................................................................................................3
Outcomes.....................................................................................................................................4
Outcomes.....................................................................................................................................4
Interpretation................................................................................................................................8
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Big data is a term that depicts the structured, semi-structured or unstructured that can be
processed further for deriving more meaningful information which can be used for decision
making. There is a growing trend of big data analytics being used organisations for making
effective strategies. Big data analytics reduces their cost of operation and helps them in
establishing a competitive advantage (De Mauro, Greco and Grimaldi, 2016).
The present project report is going to highlight an analysis of big data of TravelPac
regarding the number of passengers travelled in and outside the United Kingdom. It will cover
different tools and techniques for decision making, a in-depth statistical analysis of big data. This
analysis will be done for providing recommendations to Contiki Travel Tours regarding which
market segment it shall target. The tour operator provides adventurous holiday packages and
other travelling services to its customers.
MAIN BODY
Analysis of TravelPac's data
The International Passenger Survey (IBS) collected data about passengers who entered
and left UK. The presented data is of the TravelPac for the third Quarter of the year 2017. Below
is the analysis of data provided by IBS :
Ukos : The data is about UK residents and overseas residents. These residents travelled
during the period from July to September. It was observed that both the local and overseas
residents travelled in large number during the quarter 3 of 2017.
Mode : IBS collected data related to the mode through which the passengers travelled.
The modes were air, sea and tunnel. While looking at the data, it was seen that most of the
passengers travelled through the medium of air than through sea and tunnel.
Country : The data names the countries to which people visited in the third quarter.
Germany, Czech Republic, France, Italy, Netherlands, Spain, Poland, Belgium, Irish Republic,
Lithuania, Mexico, USA, UAE, Austria, Sweden, Switzerland, other Asia and other countries. It
was analysed that majority of the travellers visited Italy, France, USA, Belgium and Spain.
Purpose : The big data includes the purpose for which the passengers travelled. It
consists of business meeting, holidays, studies, visiting friends and family, and miscellaneous.
From the excel of big data, it was discovered that large number of people travelled for the
purpose of holidays and visiting friends and family (VFR).
1

Package : Package is the travelling services bought from a particular tour operator. The
data showed that people travelled independently, non-independently and with package. The data
revealed that majority of the people travelled independently without any package.
Age : The data was divided into different age groups of the passengers who entered and
left UK. The age groups were 0-15, 16-24, 25-34, 35-44, 45-54, 55-64, 65 & above and don't
know group. It was identified that people from the age 0 to 15, 16-24 and 25-34 travelled the
most in the third quarter.
Sex : The data was collected and segregated on the basis of gender. There were male,
female and don't know category which travelled within the country and overseas destinations.
Duration : This variable in the big data represents the time duration for which passengers
travelled different countries. The data was grouped like 1-3, 14-27, 27-90, 4-13, nights, 3 – 6
months, 6 months to a year, nil stay and the time duration not known. It was learned that
majority of the people stayed for 1- 3 nights, 4-13 nights for the purpose of holidays and VFR.
2.Defining the knowledge of tools and techniques that common to business decision making
Business decision making is a process of formulating the most appropriate and effective
business strategies and action plans for an organisation. The process involves a thorough and
comprehensive evaluation of different alternatives available with the management and selecting
the best course of action. The concept of business decision making is gaining popularity because
the quality of decisions taken by the management largely impacts the success or failure of the
company (Importance of Business Decision Making, 2019). There are different decision making
tools and techniques which are used by the managers of a business entity for forming effective
decisions. These are as follow :
 Statistical tools : Manager of Contiki travel tours could use different statistical methods
such as descriptive method for analysing the data that could provide the management
meaningful patterns of the big data (Chiang and et.al., 2018). Such patterns significantly
helps in making strategies that are capable of meeting the demands of business and
market.
 Decision matrix : This matrix allows the decision makers to critically evaluate and
analyse all the available options regarding a specific decision or subject matter. This is
one of the most convenient tool for business decision making and could be used by
Contiki Travel Tours.
2

 Cost benefit analysis : This is an another technique which allows the decision maker in
assessing each and every cost that will be incurred in decision making and the benefits
that the business entity is going to derive from such decision in the future (7 Best Tools to
Help Entrepreneurs to Take Decisions, 2017). The outcome of this tool will be such that
manager of Contiki Travels will select the alternative which will provide highest benefit
to the organisation in comparison to the costs incurred against the.
 SWOT Analysis: This technique is being used by the business organisations in order to
analyse and assess the internal strengths and weaknesses along with numerous
opportunities and threats of the business (Bull and et.al., 2016). This analysis helps in
taking more effective decisions for improving effectiveness in the internal operations of
the business. Withg the help of this technique, the Contiki travels and tours can
effectively analyse all the opportunities and threats along with major strengths and
weaknesses of its business operations in order to develop more effective strategies for the
company.
 Feasibility studies: This technique provide amount of feasibility and viability in the
specific project of company. It enables the company in analysing the actual cost and time
to be incurred in the project in order to determine the actual feasibility of the project. In
this order, adoption of this technique can help the management of Contiki travels and
tours to undertake the best viable and feasible project for the company.
 Market research: it is the most essential tool to be used by each business organisation in
order to improve its profitability and marketability. With the help of an effective and
complete market research, the managers of Contiki can have a perfect understanding of
the project. Further, it can also enable the managers in determining actual market position
of the company along with analysis of the competitor's actual strategies. With the help of
this analysis marketing managers can develop their plans, policies and effective strategies
for the purpose of improving market positioning of the company.
Methods
Statistics: Statistics can be defined as a process of summarizing, interpreting and
analysing several data and observations (Mendenhall, Sincich and Boudreau, 2016). The
statistics helps in developing a summary of a complected data which can be easily understood
3

and analysed by the users of data. The statistics have two measure branches namely descriptive
and inferential statistics.
Descriptive statistics: under this branch of statistics, overall data is being presented and
collected as well (Branches of Statistics, 2018). All the data are being presented in the numerical
form which can be used in summarising and developing more effective representation of the
whole set of data. Majorly, in the descriptive statistics mean, mode, median, correlation,
regression, standard deviation, etc. of the set of data and observations are being calculated. These
calculations help the users in developing the analysis and interpretation of the data in more
effective way.
The descriptive statistical analysis of data relating to Travel Pac for the purpose of having
effective analysis and interpretation of the overall observation and set data can be analysed as
under:
Mean: Mean shows average of the set data (Interpret all statistics and graphs
for Descriptive Statistics, 2018). By deriving mean of the data relating to Travel Pac, one can
analyse the center point of the overall observation.
Mode: Mode of the set data shows the most frequent variable of the observation. With
the help of this analysis, the most frequent purpose of the journey can be evaluate effectively.
Standard deviation: The measure of standard deviation is used to analyse the variation
in the observed frequency.
Range: The range of observation provides information about the difference between in
the maximum and minimum value of the observed data (George and Mallery, 2016). In this
order, by deriving range of the frequency, amount of spread of the data can be analysed.
Correlation coefficient: The correlation coefficient derived from a range of observed
data, the relationship between two variables of the data set can be analysed and observed. The
correlation coefficient of the observed frequency is derived in between + 1 to – 1. if it is
observed to be – 1, it shows a perfect negative relationship between the variables (Bonner, 2018).
On the other hand, + 1 correlation coefficient of an observed data shows a perfectly positive
relation between the variables.
Outcomes
Outcomes
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Correlation coefficient of data:
Particulars purpose nights
purpose 1
nights -0.07789 1
7

Interpretation
From the analysis of the above descriptive statistical calculations of Travel Pac, it can be
analysed that the the mean or the average of the sample relating to purpose of the travel is 3. in
this regard, it can be analysed that the average number of tourists visits other country is holiday
purpose. Further the mode of the purpose is 1. on the other hand, mode of the other variables like
duration is 2 whereas, visits have 0 mode. Which shows the visits of set does not have any
frequency in it. Further, the standard deviation of the purpose is 1.598. In this order, it can be
analysed that the variations in the data relating to purpose is 1.598. On the other hand, variation
in the other vaiables like mode, country, package, are 24.487, 0.339 and 1.731 respectively.
Talking about correlation coefficient of the two variables i.e. purpose and nights shows
the – 0.7789 which is near to – 1 . in this regard, it can be interpret that both the variables are
negatively related with each other.
Recommendation
From the analysis of descriptive statistical calculation of the Travel Pac's data and its
interpretation, it can be analysed that the major purpose of traveling is holiday purpose. Further,
purpose and night i.e. duration of stay have negative relation with each other. Therefore, Contiki
travels and tours can be recommended that it should develop its policies and plans in order to
develop more attractive touring facilities for the visitors who travels for holiday purpose. It
would help the company in enhancing the attraction level of the travelers. In addition, attracting
maximum number of visitors of the holiday purpose would help the firm in increasinh its
marketability and profitability as well.
CONCLUSION
From the above project report, it can be concluded that big data has become a great
resource for an organisation for formulating effective business and operating strategies. Such a
big data analysis has made the decision makers to understand the patterns and trends of the
activities related to the customers takes place in the market. The study summarised that there are
various tools and techniques such as , statistical tools, decision matrix, market research, swot
analysis, etc., that could help the decision makers in Contiki Travels in forming their strategies
related to their products, services and which market segment that it can target.
Further, it was observed that majority of people belonging to 0-15, 15-24, 24-34 travelled
mainly for the purpose of holiday and visiting friends and family and that too without any
8

package. It signified that there was an opportunity for the Contiki to target this market segment
and design its products and services in a such a way that could attract them and this was the
recommendation which was given to the marketing manager of tour operator.
9