Statistics for Travel and Tourism: Destination Choice Analysis

This report presents a statistical analysis of the travel and tourism sector, examining the influence of destination choice on tourist demographics, specifically focusing on Southern Switzerland and Northern Italy, with a particular emphasis on Lugano. The study investigates the correlation between destination choice and tourist age, analyzing data from 1500 individuals across Lugano, Como, and Milan. It reveals that Lugano attracts an older demographic, primarily senior citizens seeking relaxation, while Como and Milan draw younger visitors. The report also explores the impact of tourist age on destination choice motivations, such as relaxation, natural beauty, outdoor activities, culture, and social life. The findings highlight the varying preferences of different age groups, with older tourists prioritizing relaxation and younger tourists favoring social life and outdoor activities. Furthermore, the report analyzes the influence of the destination on the strength of attributes, utilizing ANOVA and Turkey post hoc tests to determine the differences between destinations and their impact on tourist perceptions. The report concludes with recommendations for Lugano to enhance its appeal to a broader range of tourists, including implementing effective marketing strategies, promoting outdoor activities, and highlighting its cultural and natural beauty.

Statistics for Travel
and Tourism

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Analysis of influence of destination choice on the age of tourists to Southern Switzerland or
Northern Italy...............................................................................................................................1
2. Analysis of influence of age of tourists on importance of core destination choice
motivations for tourists to Southern Switzerland or Northern Italy............................................3
3. Analysis of influence of destination on strength of attributes for tourists to Southern
Switzerland or Northern Italy......................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Statistics can be defined as the process of analysis of information which is gathered from
different types of sources. With the help of it, solution for all the research problems could be
figured as it supports qualitative and quantitative assessment of data. It is a form of mathematical
analysis in which quantified models so that conclusions could be drawn. Travel and tourism is a
big sector which is creating employment around the world at a higher level. Present report is
based upon determination of statistics of this industry (Adukaite, Cantoni and Kalbaska, 2016).
Lugano Tourist Board is the legal authority which is responsible for development of tourism in
Swiss city. Lugano which is one of the tourist’s attractions in Switzerland has unwarranted
image as a sleepy destination. In order to enhance number of visitors here different elements are
analysed in this report. These are influence of destination upon the age of tourists and age
category on the importance of core destination choice motivations. Apart from this, influence of
the destination on strength of attributes such as relaxation, natural beauty, outdoor activities,
culture and social life for tourists to the destination is also covered in this report.
MAIN BODY
1. Analysis of influence of destination choice on the age of tourists to Southern Switzerland or
Northern Italy
Around the world there are various tourist destinations around the world which are visited
by tourists every year. Destination choice influences age of tourists because youngsters always
want to visit a place which is adventurous but old people want to visit a destination where
environment is very good and calm. Lugano is one of the main tourist’s attractions of Southern
Switzerland but it is underrated because of lower number of tourists. For the purpose of
analysing the influence of choice of destination upon the age data is gathered from 1500
individuals in context of Lugano and two of its competitors Como and Milan (Lugano Tourist
Board, 2020).
For the purpose of analysing the results 1500 respondents were selected so that the selected
destinations could be assessed in systematic manner. All of them were the tourists who are visiting
the three different destinations. The annual number of visitors to Lugano Region is round 30
million. So according to it the sample size of 1500 is very small but it is selected to estimate the
results for which this sample size is appropriate.
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The research helped to analyse the following results:
From the column chart which is generated with the help of table 1: average tourist age by
destination choice it has been analysed that mean for Lugano is 68.7, for Como it is 53.2 and for
Milan it is 47.9. On the other hand, standard deviation for these three destinations are 6.7, 20.9
and 18.7. The chart is showing that average age of tourists who are visiting Lugano is 68.7 and
the age for Como and Milan it is 53.2 and 47.9 respectively (Bielenia-Grajewska and Cortes de
los Rios, 2017).
From the above analysis of the collected information it has been determined that in
visitors of Lugano the highest number is related with people around 68 to 69. Mostly visitors of
it are senior citizens who visit the destination for the purpose of relaxing and spending their
vacations after retirement. The analysis also reflects that number of young people and millennials
in the tourists of Lugano is very low. It is very important for the Board of the destination to make
sure that they attract new visitors so that revenues could be enhanced. For this purpose, the
authority is required to analyse all the problems that are affecting its number of tourists.
Some of the major challenges that are affecting the destinationare as follows:
No positioning strategies: Lugano Board is not using any type of positioning strategy
which is affecting the number of visitors. Only those individuals are visiting it who are having
information about some of the key attractions of it. In order to deal with this problem, it is very
important for Lugano Board to formulate new positioning strategy and make sure that it markets
all its attractive places. The key factor which should be focused by the authority is to position the
adventurous activities which could be enjoyed by youth. It will help to attract large number of
new tourists and attain competition advantage in the industry as compare Milan and Como.
Lack of awareness about tourist places in Lugano among tourists: It is another
problem which is affecting revenues of Lugano. There are various tourists who are not aware of
the outdoor activities and night life at Lugano. In order to attract them it is essential for Lugano
Board to make sure that it is spreading awareness about the key places that could be visited
tourists to spend their vacations (Buhalis and Sinarta, 2019).
In order to deal with all the above described problems following recommendations could
be focused by the board:
 Effective marketing and positioning strategy should be formulated as it will help to deal
with all the problems which are affecting tourism growth of the destination.
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 The Lugano Board should take part in the awareness programs in which it will spread
awareness about the main tourism attractions of the destination.
By paying attention towards all the above described recommendations Lugano Board will
be able to enhance number of young tourists for destination and enhance the revenues.
2. Analysis of influence of age of tourists on importance of core destination choice motivations
for tourists to Southern Switzerland or Northern Italy
All the tourists analyse different types of factors before visiting a new destination. It helps
them to select best place to visit that fits to their preferences. There are various types of factors
that are analysed by them before deciding to visit a new destination. These are natural beauty,
relaxation, social life, culture and outdoor activities. The age of tourists leave impact upon the
importance of destination choice motivations. In order to analyse it different age groups are
formulated which are 18 to 30, 31 to 50, 51 to 70 and 71+. The influence is analysed with the
help of analysis of different motivational factors which are analysed by different age groups.
From the table 2: average destination choice by age group different facts are determined (Che, Qi
and Luo, 2017).
The research helped to analyse the following results:
Relaxation is one of the key factors which is analysed by old people therefore it is highest
for 71+ and lowest for 18 to 30 age group. For 51 to 70 and 71+ it is almost same. This analysis
shows that there is a positive relation of this factor with age because as people become old, they
want to visit a place where they can relax and spend their vacations properly. In order enhance
the number of tourists it is vital for Lugano Boards to make sure that it provides appropriate
information to the old people regarding the laces for relaxation. It will help to increase the
number of tourists.
Natural beauty is the second factor in the table and from the responses of respondents it
has been analysed that this factor is focused by all ages. The places which are beautiful tends to
attract large number of people. This attribute is taken in to consideration by all the ages. In order
to enhance tourism in Lugano the Board should position its natural beauty so that it can increase
the number of visitors for the destination (Del Vecchio and Passiante, 2017).
Third motivational factor which is influenced by age is outdoor activities. There is a
negative relation of it with the age. With the increment in age mean of it is decreasing. It shows
that most of the young people enjoy outdoor activities and old people just want to spend their
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time calmly. As Lugano is planning to enhance the young visitors of it therefore it is vital for it
to market all the outdoor activities which could be enjoyed by tourists here. It will be beneficial
to attract large number of millennials and young people to visit Lugano so that its revenues could
be improved.
Culture is the next factor on the list and the results that are gathered from respondents are
showing that it is focused by almost all the age groups as outcomes for all of them are close to
each other. As Lugano Board is willing to enhance the number of tourists therefore it is very
important for it to make sure that it aware them about the local culture. With the help of it new
visitors from all the ages could be attracted.
The last factor is social life and the results are showing that it has negative relation with
age because with increment in age it is decreasing. The table is showing that most of the young
people prefer the places where they can enjoy their night life. In order to increase the number of
young tourists for Lugano it is very important for the board to make sure that it formulates
effective marketing strategies by keeping youngsters in mind (Lin, Cantoni and Murphy, 2018).
From the above discussion it has been determined that old people prefer relaxation and
young people pay attention towards social life and outdoor activities. The elements that are
focused by all the age groups are culture and natural beauty. In order to attract large number of
new visitors some recommendations are made to Lugano Board which should be focused by it.
The recommendations that are provided to Lugano are as follows:
 The board should formulate effective marketing strategies so that it can deliver
information of different outdoor activities that could be performed by youngsters. With
the help of it, new visitors could be attracted and the revenues could be enhanced.
 Lugano Board should also form positioning strategy for its night life. With the help of it,
large number of young travellers will be aware about the interesting activities which
could be performed in Lugano to enjoy night life. It will be beneficial for the destination
to raise the number of young tourists.
 As the old people prefer relaxation therefore it should be focused by it and marketed with
the help pf print media. It will help to aware the age group of 51 to 70 and 71+. With the
help of it they will be motivated to visit Lugano and contribute in the enhancement of its
revenues.
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 By paying attention towards marketing and positioning of culture and natural beauty of
Lugano the board will be able to attract new visitors of all the ages. It can help the
destination to increase its revenues and generate higher profits so that it can work on its
infrastructure development (Masseno and Santos, 2018).
3. Analysis of influence of destination on strength of attributes for tourists to Southern
Switzerland or Northern Italy
For the purpose of analysing the influence of destination on the strength of attributes for
tourists’ various types of tests were used. First of all, anova test was used for a sample of 600
visitors travelling to Lugano, Como and Milan in order to assess that there is a difference
between the mean age of tourists or not. The number of total travellers for these three places are
125 for Lugano, 230 for Como and 245 foe Milan. The difference between the destinations were
determined by the anova test [F (2597)=9.587, p=.000]. Additionally, another test was also used
which are Turkey post hoc test. It was used to reveal that age of travellers for Lugano is high as
compared to the tourists in other two destinations.
The research helped to analyse the following results:
For all the tourists it is very important that the motivational factors that are inspiring them to
visit a new destination should be the same as they expected. A tourist attract influences the
strength of the attributes for tourists because if the place which is visited by them is not beautiful
then it will reduce tehri interest to travel again to the same city. For the purpose of analysing the
influence of destination on the strength of attributes for tourists of Lugano Table 3 is formulated.
It shows average tourism attribute by destination.
From the table 3 it has been determined that relaxation level in Lugano and Como which
is one of its competitors is same. On the other hand, the level of relaxation at Milan is very low.
In order to attain competitive advantage, it is very important for Lugano to make sure that it
enhances the level of this motivational factor. It will help it to attract large number of old people
who visit a destination where they can relax and spend their vacations calmly (Önder and
Marchiori, 2017).
Another factor which is influenced by the destination is natural beauty. On the basis of it,
Lugano is at second position. Its mean for the same is 4.5, for Como it is 4.6 and for Milan it is
3.8. In order to attract new visitors of all ages it is very important for Lugano to make sure that
enhances the natural beauty of it and spread awareness about it.
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From the table it has been also determined that mean of outdoor activities of Lugano,
Como and Milan are 4.5, 3.9 and 3.2 respectively. It shows that Lugano is highly involved in
outdoor activities which is beneficial for it to attract large number of young travellers around the
world (Schulz, Dörrenbächer and Liefooghe, 2017).
From the column chart which is generated with the help of table 3 it has been determined
that the level of culture and social life in Lugano is very low as compared to Como and Milan.
Due to this the tourism at the destination is being affected. It is essential for the board to take
these results in to consideration and take initiative so that large number of young and tourists
from all the ages could be attracted. With the help of it, the destination will be able to enhance its
revenues and improve its ratings.
Some of the key recommendations which could be focused by Lugano Board are as
follows:
 The board is required to spread awareness about its culture around the world. It will help
to enhance the visitors of it who visit a destination by analysing culture of the city. It will
be beneficial to attract individuals of all ages as this factor is focused by all the age
groups (Sigala and Gretzel, 2017).
 The board is also suggested to improve the night life at Lugano as it is one of the key
factors which are focused by young people. It will be beneficial to attract large number of
young travellers. With the help of it, Lugano will be the one of the priorities of
youngsters to visit as the night life here will be very attractive and interesting.
 As the level of natural beauty of Lugano is lower ac compared to Como therefore the
board is also responsible to take initiative to improve the infrastructure and aware the
tourists about the beauty of destination. It will be beneficial to enhance the number of
visitors of all age groups from different countries around the world (Xiang and
Fesenmaier, 2017).
CONCLUSION
From the above project report it has been concluded that statistics is the technique which
is used to analyse the information which is gathered from different sources so that conclusion
could be drawn. Lugano is one of the destinations in Southern Switzerland which are considered
as most beautiful ones. The choice of destination is influenced by the age of tourists. On the
other hand, age influences the importance of motivational factors that inspiring the tourists to
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visit a new destination. Some of the attributes are natural beauty, culture, relaxation, social life
and outdoor activities. By paying attention towards positioning of all of them the Lugano Board
can enhance the revenues of the destination. The place which is visited by the tourists also
influence the strength of the attributes. If the destination is not able to attract the new visitors on
the basis of motivational factors then it may result in lower revenues.
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REFERENCES
Books and Journals:
Adukaite, A., Cantoni, L. and Kalbaska, N., 2016. Evaluation of formality and informality of the
learning context. Zeitschrift für Tourismuswissenschaft. 8(1). pp.95-110.
Bielenia-Grajewska, M. and Cortes de los Rios, E. eds., 2017. Innovative perspectives on tourism
discourse. IGI Global.
Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and nowness service: lessons from
tourism and hospitality. Journal of Travel & Tourism Marketing. 36(5). pp.563-582.
Che, C., Qi, X. and Luo, W., 2017. Research on the Tourism Consumption Behavior of College
Students in the Mobile Social Network Environment. In Proceedings of the Fourth
International Forum on Decision Sciences (pp. 715-722). Springer, Singapore.
Del Vecchio, P. and Passiante, G., 2017. Is tourism a driver for smart specialization? Evidence
from Apulia, an Italian region with a tourism vocation. Journal of destination marketing
& management. 6(3). pp.163-165.
Lin, J., Cantoni, L. and Murphy, J., 2018. MOOCs in tourism and hospitality: a review. Journal
of Teaching in Travel & Tourism. 18(3). pp.217-235.
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.
Önder, I. and Marchiori, E., 2017. A comparison of pre-visit beliefs and projected visual images
of destinations. Tourism Management Perspectives. 21. pp.42-53.
Schulz, C., Dörrenbächer, H. P. and Liefooghe, C., 2017. Far away, so close? Regional
clustering of mail order firms and related Business services in the Lille metropolitan
area. In Knowledge-Based Services, Internationalization and Regional
Development (pp. 289-305). Routledge.
Sigala, M. and Gretzel, U. eds., 2017. Advances in social media for travel, tourism and
hospitality: New perspectives, practice and cases. Routledge.
Xiang, Z. and Fesenmaier, D. R., 2017. Analytics in smart tourism design. Springer.
Online
Lugano Tourist Board. 2020. [Online]. Available through:
<https://www.luganoregion.com/en>
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