Descriptive Statistics Report: Tourism Data Analysis for CA4051 Module

This report presents a descriptive statistical analysis focusing on the tourism data of the Lugano Tourist Board. The introduction outlines the client's challenges, specifically the image of Lugano as a less appealing destination, and the need to attract a broader market. The main body analyzes the influence of destination choice on age, revealing that Lugano attracts older tourists compared to its competitors. It also examines the impact of age category on core destination choice motivations, such as relaxation, natural beauty, outdoor activities, cultural experiences, and social aspects. The analysis uses one-way ANOVA and Turkey post hoc tests to identify significant differences. The report concludes with recommendations for the Lugano Tourist Board to attract younger tourists, including marketing strategies and highlighting outdoor activities and social experiences, in addition to promoting the factors that appeal to all age groups, such as beauty and culture, to increase revenue. The report utilizes data to provide insights into tourist behavior and preferences, offering data-driven recommendations for marketing strategies.

Descriptive Statistics

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Influence of destination choice on age to southern Switzerland or northern Italy..................1
2. Influence of age category on importance of core destination choice motivations...................3
3. Influence of destination on strength of attributes for tourists..................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Descriptive statistics can be defined as the description of coefficient which is used to
summarise a given data set that could either be a sample of population or a representation of
entire sample of population. These are segregated in to measures of variability and central
tendency. Main purpose of using is to summarize the data which is being gathered from different
sources so that appropriate outcomes could be gathered (Del Vecchio and Passiante, 2017). In
other words, it could be described as a summary statistic which describe the features from
collected information in quantitative format. Present report is based upon analysis of Lugano
Tourist Board which is responsible for the development of tourism to the Swiss city of Lugano.
For this purpose, different elements are covered in this report such as influence of destination
choice on age and age category on importance of core destination choice motivation. Apart from
this, influence of destination on strength of attributes for tourists is also covered in this report.
MAIN BODY
1. Influence of destination choice on age to southern Switzerland or northern Italy
Lugano Tourist Board are responsible for the development of tourism to the Swiss city of
Lugano in the Province of Ticino. This client is concerned that Lugano has an unwarranted
image as a sleepy destination, which may lead to Lugano being unable to access a broad market
of tourists. Further to the destination image of Lugano, tourism to the city suffers from close
proximity to Italy, specifically the destinations of Como and Milan, which have more to offer a
younger tourist, particularly in terms of nightlife, and which are cheaper than Lugano.
In order to analyse the results 1500 respondents were selected so that the choice of
destination could be analysed properly. All the respondents were the tourists who are visiting the
destinations. The annual number of visitors to this region is 30 million. As such, even though
1,500 respondents is very small sample size in relation to the large population of interest, it is
sufficient. For the research questions that use destination choice as the independent variable, the
population of interest changes to only tourists to Lugano, Como and Milan. This reduces the
sample size being used in the analysis to 600 and the size of the population of interest to 18
million.
From the research following aspects are analysed:
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In order to find the answer of the first question specific software is being used and one way
anova test was used. With the help of it, it has been determined that any mean age differences
between the destinations were statistically significant or not. Apart form this, Turkey post hoc
test was also used to determine which pair of destination differed significantly. While answering
the same question, the anova test is also used to analyse the mean strength of motivation
differences between age groups. Turkey post hoc test was run to analyse the pairs of age group
which are differing significantly. By running all these tests following aspest are determined.
Destination choice totally depends upon the age of individuals who are visiting it. From the
table:1 which is average tourist age by destination choice it has been determined that mean for
Lugano is 68.7 for its competitions Como and Milan it is 53.2 and 47.9 respectively. It shows
that the average age of tourists who are visiting Lugano is 68.7, for Como it is 53.2 and for Milan
it is 47.9. From this it has been determined that most of the senior citizens are visiting it rather
than millennials and young people. The able also shows the standard deviation for the Lugano,
Como and Milan. These are 6.7, 20.9 and 18.7 respectively. It is showing that lower SD for
Lugano is showing that age of tourists is highly concentrated with the mean but SD of rest of the
two destinations is shoring that age of their tourists is less concentrated with the mean (Garbelli,
Adukaite and Cantoni, 2017).
From the above analysis it has been determined that currently Lugano is targeting a very
small segment of the market as compared to its competitors. It is very important for it to attract
young people and millennials to visit it so that higher revenues could be generated. Currently the
average age of its visitors is 68.7 which shows that most of the tourists are senior citizens who
are visiting it. For Lugano it is essential to make sure that it tries to attract new visitors by
formulating new positioning strategy.
With the help of it large number of new tourists will be attracted that may result in higher
revenues and profits. For this purpose, first of all the entity is required to analyse the challenges
and issues that are currently faced or could be faced in future by the visitors. With the help of it,
appropriate solutions for their problems could be determined and large number of clients could
be attracted by Lugano.
Here are some of the key issues which are faced by the tourists in Lugano:
Lack of knowledge about tourist destinations in Lugano: It is one of the major
challenges which are faced by tourists while visiting Lugano therefore only old people are
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visiting it. In order to attract new clients, it is essential for it to make sure that individuals get
aware of it so that they can visit. For this purpose, the local authorities can try to spread
awareness about different places which could be visited by youngsters and millennials. These are
Lake Lugano, Monte San Salvatore, Villa Carlotta, Villa del Balbianello etc. The monte San
Salvatore is mainly known for hiking and cable car. It could be one of the key factors which can
help to attract large number of tourists who like to take part in adventurous activities (Hasenzahl,
Kalbaska and Cantoni, 2019).
No marketing strategies used by Lugano Board to attract tourists: Another issue
which is faced by tourists in Lugano is no positioning or marketing strategies used by Lugano
Board to market the destination. Due to this, very low number of tourists visit it. In order to deal
with this problem Lugano can formulate new positioning strategy by marketing itself on social
media and use other strategies to spread awareness about it and its beauty. It is in the Italian
speaking part of Switzerland which in in the gorgeous canto of Ticino. This factor can help the
destination to attract Italians as well as they can relate to the culture of Lugano. Without
spreading awareness about itself it will be very difficult for Lugano to deal with the problems
which are faced by the tourists who are visiting it (Kapmeier and Gonçalves, 2018).
Here are some of the recommended strategies which could be focused by Lugano Board
to deal with all the issues:
 The Lugano Board should make sure that it spreads awareness about the tourist
attractions of Lugano so that large number of tourists could be attracted.
 Effective positioning strategies such as online promotions etc. should be used by Lugano
Board to deal with all the problems which are faced by Lugano.
2. Influence of age category on importance of core destination choice motivations
When tourists visit a destination then they analyse different types of factors that are
considered as their core destination choice motivations. In order to attract large number of
visitors it is essential or Lugano to make sure that it focused with all those factors. These are
relaxation, natural beauty, outdoor activities, cultural and social.
From the research following aspects are analysed:
In order to answer the second questions one way anova test was used so that it could be
determined that any mean importance of attribute differences among destinations were
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significant or not in statistical manner. Apart from this, Turkey Post Hoc test was conducted to
analyse the pair of destinations which are differing.
From the table two which is average destination choice motivation by age group it has
been analysed that there are four age groups in which all the factors are segregated. These are 18
to 30, 31 to 50, 51 to 70 and 71 above. The table shows that importance of relaxation increases
with the age. For example, for the age group of 18 to 30 it is 2.1 and for 71 above it is 4.2. It is
showing that there is positive relationship between age and relaxation (Marchiori and Cantoni,
2018). On the other hand, the importance of beauty motivation is not related with the age. It is
one of the key priorities of tourists of all ages when they decided to visit a new place. It is the
factor which is highly important for all the visitors because if a place is not beautiful then it
cannot attract or motivate them to visit it.
The table shows that importance of it is almost similar for the age groups of 18 to 30, 31 to
50, 51 to 70 and 71 above. The next motivational factor is outdoor activity. The mean in table 2
is showing that preference for this factor decreased with the age because as people get older, they
choose to ignore outdoor activities. There is a negative relationship between this motivation and
age of tourists. For the youngest group of 18 to 30 it is higher which is 4.3 and for the oldest
group which is 71 above it is lowest which is 2.2. The table also shows that cultural factor of
motivation is also not associated with the age because it is also a factor which is focused by
visitor of all ages before visiting a new place.
The table is showing that mean for all the ages for this motivational factor is almost same
as it is 4.1, 4.2, 4.2 and 4.3 for all the groups which is close to each other. The last motivational
factor is social which includes night life. It has negative relation with the age because as the
people get older, they want to spend their night calmly but the young people want that they
should enjoy tehri night life. It is one of the key factors which is decreasing with the age. Means
for different ages are 4.4, 3.7, 2.8 and 2.1. These are for age groups of 18 to 30, 31 to 50, 51 to
70 and 71 above respectively (Marchiori, Niforatos and Preto, 2017).
From the above discussion it has been determined that beauty and culture are the two
main factors which are focused by all the age groups of visitors. It is required to be focused by
Lugano Board so that they can attract large number of new visitors towards itself. Some of the
other elements that are focused by young people are social and outdoor activities. While
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formulating positioning strategies these two are also required to be marketed appropriately
because it will motivate millennials to visit Lugano.
The discussion also shows that relaxation is the key element which is focused by old people
therefore while planning to attract them this factor should also be marketed by the destination.
Higher attention towards all of them will help to enhance revenues for Lugano. The current
targeted group of Lugano is 51 to 70 and for the enhancement of revenues it is very important for
it to attract other groups which are 18 to 30, 31 to 50 and 70 above.
Here are some of the recommendations are provided to Lugano Board to attract
large number of tourists:
 The one factor which is required to be focused to attract young visitors is outdoor
activities. It should be marketed appropriately on social media as it is the place where
Lugano Board can reach to the maximum number of young people. By providing them
detailed information of different types of outdoor activities the destination will be able to
attract large number of young visitors (Masseno. and Santos, 2018).
 Another element which could be focused while marketing to attract young visitors is
social life which includes night life. While marketing this factor the Lugano Board can
render information of different interesting factors about night life at Lugano. It will be
beneficial to make sure that large number of individuals from the group of 18 to 30 will
be attracted.
 The age group of 71 above should also be targeted by Lugano Board for which they can
market the relaxation facilities of destination through print media as old people tends to
read newspapers rather than visiting social media websites.
 The two factors which are focused by all the ages should be marketed at higher level as it
will be beneficial to attract large number of customers. These are culture and natural
beauty. For this purpose, different marketing strategies such as online as well as offline
marketing could be used. It will help Lugano to generate higher revenues and deal with
all the factors that are influencing destination choices of visitors (Mele and Cantoni,
2018).
3. Influence of destination on strength of attributes for tourists
In order to analyse the influence of destination on the strength of attributes for tourists
different tests were conducted. On wat anova test was run on a sample of 600 people who are
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visiting Lugano, Como and Milan so that it could be analysed that there is any difference
between the mean age of the tourists. The total number of visitors for all these destinations were
125, 230 and 245 respectively. The difference between the destinations were determined by the
anova test [F(2597) = 9.587, p = .000]. Apart from this Turkey post hoc test was also conducted
which has revealed that the age for Lugano is very high as compared to Milan and Como.
From the research following aspects are analysed:
All the attributes such as relaxation, natural beauty, outdoor activities, social life and culture
are influenced by the destination. If these are not appropriate then it is not possible for Lugano to
attract large number of tourists. The table 3 which is average tourism attribute by destination is
showing the responses of tourists about the factors of motivation in context of Lugano. The table
also shows the details of competitors of the destination which are Como and Milan.
The table shows that relaxation in Lugano and Como is very high as compare to Milan. It
shows that it is one of the best places for old people who are visit a new place to relax and enjoy
their life when they get retired. It is one of the key strengths of Lugano which can help it to
generate higher revenues in future (Picco-Schwendener, Reinhold and Cantoni, 2017). Another
element which is influenced by destination is natural beauty. Lugano is ranked second by the
respondents as its score is 4.5 and for Como it is 4.6 and for Milan it is the lowest which is 3.8.
In order to attract more visitors, it is essential for the board of destination to market
Lugano in such manner which can help to spread awareness about its natural beauty. Outdoor
activities in Lugano are ranked number one because there are various types of outdoor activities
which could be enjoyed by youngsters when they visit it. In order to attract them it is essential
for Lugano to market all the such activities which could be enjoyed by tourists here.
The ranking of Lugano in context of cultural and social life is very low as compared to its
competitors Como and Milan. According to Table 3 the cultural mean of the destination is 3.5
and for its competitor it is 3.9 and 4.5 respectively. It is very important for Lugano to make sure
that it markets all its cultural factors so that it can attract large number of new visitors. It will be
beneficial to enhance revenues. On the other hand, the ranking in social life is very low which is
1.9 and for Como and Mila it us 3.7and 4.6 respectively which is very high. It is very important
to be focused to attract millennials and youngsters.
Here are some of the key recommendations that are provided to Lugano Board to
reduce influence of destination of strength of tourists:
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 Lugano board should improve its marketing efforts to market the culture of Lugano as the
responses from respondents shows that they are not aware of culture of the destination.
By making efforts in it, the board will be able to attract new tourists from different
locations around the worlds as it is one of the key factors which is focused by all
individuals (Videva, Marchiori and Cantoni, 2019).
 Another recommendation is related to social life at Lugano. The table 3 shows that the
ranking of social life of Lugano is very low. In order to attract young people, it is very
important for the destination to focus upon this factor. It will be beneficial for it to
maximise the revenues and enhance overall profits.
CONCLUSION
From the above project report it has been concluded that descriptive statistics is the process
of summarising the collected information in critical manner so that answers for all the queries
could be gathered. Age is one of the key factors which influences the selection of a destination to
visit. In order to attract large number of tourists it is very important for all the places to make
sure that they are analysing the challenges and problems which are faced by tourists so that
appropriate solution for the issues could be figured out. There are various types of factors which
are focused by all the tourists before visiting a place. These are natural beauty, culture, outdoor
activities, relaxation, social life etc. Choice of all of them vary with the age in order to be the
first choice of all the groups it is essential for destinations to make sure that they are marketing
themselves according to the preferences of targeted group. All these factors leave impact upon
selection of destination to visit.
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REFERENCES
Books and Journals:
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from Apulia, an Italian region with a tourism vocation. Journal of destination marketing
& management. 6(3). pp.163-165.
Garbelli, M., Adukaite, A. and Cantoni, L., 2017. Value perception of world heritage sites and
tourism sustainability matters through content analysis of online
communications. Journal of Hospitality and Tourism Technology.
Hasenzahl, L., Kalbaska, N. and Cantoni, L., 2019, June. Digital transformation in the national
tourism policies. In Proceedings of the 20th Annual International Conference on Digital
Government Research (pp. 417-424).
Kapmeier, F. and Gonçalves, P., 2018. Wasted paradise? Policies for Small Island States to
manage tourism‐driven growth while controlling waste generation: the case of the
Maldives. System Dynamics Review. 34(1-2). pp.172-221.
Marchiori, E. and Cantoni, L., 2018. Applying the counseling-learning approach to a tourism-
related massive open online course. Journal of Teaching in Travel & Tourism. 18(1).
pp.58-74.
Marchiori, E., Niforatos, E. and Preto, L., 2017. Measuring the media effects of a tourism-related
virtual reality experience using biophysical data. In Information and communication
technologies in tourism 2017 (pp. 203-215). Springer, Cham.
Masseno, M. D. and Santos, C. T., 2018. Between Footprints: Balancing Environmental
Sustainability and Privacy in Smart Tourism Destinations. Revista Eletrônica do Curso
de Direito da UFSM. 13(1). pp.411-435.
Mele, E. and Cantoni, L., 2018. Localization of Tourism Destinations' Websites: Theory and
Practices. In Innovative Perspectives on Tourism Discourse (pp. 132-154). IGI Global.
Picco-Schwendener, A., Reinhold, H. J. and Cantoni, L., 2017, March. Usage Practices and User
Types of a Municipal Wi-Fi Network: the Case of" WiFi Lugano". In Proceedings of
the 10th International Conference on Theory and Practice of Electronic
Governance (pp. 292-301).
Videva, J., Marchiori, E. and Cantoni, L., 2019. Assessing usability and user experience of
immersive web VR platforms for tourism destinations. E-review of Tourism Research.
17(2).
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