Applied Statistics for Tourism

.title[
# <img src="uco_0.png" /><br/>Applied Statistics for Tourism
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.subtitle[
## <em>1st Course – Bilingual Degree in Tourism</em>
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.date[
### Fall Semester (Year: 2023-2024)
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# Teaching

## **- Lecturer:** José Rafael Caro Barrera.

## **- Office:** 1st Floor, Statistics Area, Faculty of Labour Sciences.

## **- E-mail:** <span style="color:blue">jrcaro@uco.es</span>; <span style="color:green">z52cabaj@uco.es</span> (I reply always).

## **- Tutorías:** <span style="color:red">Thursdays (any other day, schedule an appointment)</span>.

## **- Work Material:** Course Moodle.

- <div style="font-size: 30px">Case studies.</div>
- <div style="font-size: 30px">Exercises and problems.</div>
- <div style="font-size: 30px">Bibliographical and/or internet references.</div>

## **- Additional Resources:** Official Statistical Sources.

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# Outline (Part I)

## **- The Degree of Tourism at the University of Córdoba**

## 1. Why study *Tourism*?

## 2. Professional opportunities for a *Graduate in Tourism*.

## 3. Profile and skills of a <span style="color:blue"><ins>**tourism professional**</ins></span>.

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# <img src="logo.png" style="width:150px;"/> </br> The Degree of Tourism at the University of Córdoba.

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# 1. Why study *Tourism*?

`\(\bullet\)` Spain is a country that depends on tourism. In 2019, the year before the pandemic began, tourism had become the sector that contributed the most wealth to the Spanish economy: <span style="color:blue">**176 billion € annually (14,6% of GDP)**</span>, generating <span style="color:green">**2.8 million jobs**</span>.

`\(\bullet\)` Reconstruction of the sector: tour operators, hotels, leisure facilities and related companies => Growing demand for jobs.

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# 2. Professional opportunities for a ***Graduate in Tourism***

The **cross-cutting nature** of the tourism sector requires comprehensive training: 
- **Economics and accounting:** To understand the business world and the market. 
- **Law:** To know the legislation that must be complied with by both companies and official bodies, as well as the taxation applicable to the different agents in the tourism sector.
- **Languages:** To communicate in an environment where knowledge of languages is a key question.
- **Marketing and Markets Research:** To find out what the consumer demands, how to sell an idea or product, etc.
- **IT:** For the automated management of certain processes in the field of tourism.
- **<span style="color:red">Statistics? Why do we need statistics?</span>** 
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# 2. Professional opportunities for a ***Graduate in Tourism***

- Hotel Manager or any other tourist accommodation companies (rural houses, flats,...).
- Sales/Marketing Manager. 
- Head of Reception.
- Communication and PR Manager.
- Human Resources Manager.
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- Congresses and Convention Organiser.
- Entertainment and Leisure Events Organiser.
- Sports Events Organiser.
- Incentive Programme Manager for Companies.
- MICE Planner (Meeting, Incentives, Conferencing and Exhibitions).
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# 2. Professional opportunities for a ***Graduate in Tourism***

.pull-left[
<span style="color:red"><ins>3) Companies and public institutions linked to tourism:<ins></span>

- Account Executive in Tourism Companies.
- Expert in Design and Creation of Trips.
- Travel Agent.
- Head of Marketing in Tourism Companies.
- Tourism Office Manager.
- Cultural Tourism Manager.
- Heritage Management.
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- Teacher and Trainer.
- Tourism consultant.
- Lecturer.
- Real Estate Manager.
- Finance Manager.
- Community Manager in the sector.
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# 3. Profile and skills of a tourism professional

<span style="color:blue;font-size:25px;">Skills of the </span> <span style="color:red;font-size:25px;">student</span> <span style="color:blue;font-size:25px;">of the Degree in Tourism:<span>

- Understanding <span style="color:blue"> of the principles and impacts of Tourism</span>: spatial, territorial, social, cultural, political, labour and economic dimension.

- Understanding of the <span style="color:blue">legal framework that regulates tourism activities.</span>.

- <span style="color:blue">To select, analyse, manage, interpret and synthesise information</span> applied to the tourism sector.

- <span style="color:blue">To identify and manage tourist destination spaces:</span> Management of the different types of tourist entities.

- <span style="color:blue">Define objectives, strategies and commercial policies</span> in the field of tourism.

- To Manage tourist territories and resources in accordance with the principles of <span style="color:blue">sustainability</span>.
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# 3. Profile and skills of a tourism professional

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<span style="color:blue;font-size:25px;">Skills profile of a tourism</span> <span style="color:red;font-size:25px;">professional</span>

<span style="color:blue">1. Problem solving:</span> This involves looking for alternatives and possible solutions. In line with analytical skills and attention to detail. These competencies allow to evaluate options and choose the best one according to the needs of the clients.

<span style="color:blue">2. Pressure management:</span> To work well under pressure, the key is to know when to ask for help. Do not take on more than you can handle and if so, let your colleagues or manager know when you need help. If you are in charge, learn to delegate tasks and encourage people.

<span style="color:blue">3. Diplomacy:</span> Becoming a good diplomat will be necessary because things change quickly in the tourism and leisure sector. Flight delays, fully booked hotels or bad weather affect holidays and travel. You must be prepared to deal with dissatisfied customers, manage conflicts and act quickly to offer a solution.
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# Outline (Part II)

## **- <span style="color:blue">*Statistics*</span> in the Degree of Tourism:**

## 4. Why study *Statistics*?

## 5. Basic Requirements and References.

## 6. Student Competencies and Objectives.

## 7. Methodology and Assessment.

## 8. Course Contents.

## 9. Recommendations and Advice.

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# <img src="logo.png" style="width:150px;"/> </br> Course Methodology.

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# 4. Why study *Statistics*?

The <span style="color:blue">general objective of the course is to introduce the student to statistical reasoning</span>, with special emphasis on the resolution of problems of an economic and business nature, preferably related to activity in the tourism sector.

We will use the main tools of Descriptive Statistics applied to the <span style="color:green">processing and analysis of data from tourism activity</span>, also making reference to the main statistical sources related to tourism.

Knowledge of basic statistical concepts is essential to facilitate <span style="color:red">decision-making in the field of tourism business</span>, as it allows for the analysis and interpretation of economic data and data from the tourism sector. Likewise, the notions learnt by the student in the *Introduction to Statistics* serve as support for the learning of other subjects found in the programme of the Degree such as Marketing or Economics.

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# 5. Basic Requirements and References.

- No previous knowledge of statistics is required, although it is advisable to have a <span style="color:red">minimum knowledge of mathematics</span> at high school level to understand the quantitative part of the subject.

- It is also not necessary to have a high level of programming knowledge, only <span style="color:blue">computing at user level</span>.

- Work material available: **Course Moodle.**

- Case studies
  - Exercises and problems
  - Bibliographical and/or internet references

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# 6. Student Competencies and Objectives.

Cod. | Competencies:
:---- | :---------
CB1  | Being able to **analyse and summarise** information.
CB2  | Being able to **design, plan and carry out practical research**, assessing the results.
CB3;4  | **Oral and written communication and teamwork.**
CB4  | Ability to **interpret qualitative and quantitative data**.
CE3  | Capacity for multidisciplinary **analysis of data, indices and tourist indicators**.
CE10  | Being able **to apply statistical methods** to data related to problems in the tourism sector.
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| The aim is for the student to be able to:
|:---------------------------------------------------------------------------------------------------------------|
| <span style="color:red">I)</span> Know and analyse the main sources of statistical information to describe the Spanish tourism sector. |
| <span style="color:red">II)</span> Understand the importance of the use of statistical methods for the tourism sector.|
| <span style="color:red">III)</span> Describe and analyse that information. |
| <span style="color:red">IV)</span> Summarise the information by means of its representation through tables and graphs.|
| <span style="color:red">V)</span> Have sufficient knowledge of the different tools to be able to apply the most appropriate statistical techniques to the different problems and critically analyse the results of the statistical analyses applied. |
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# 7. Methodology and Assessment.

<div style="font-size: 40px"> Theoretical lectures:</div >
<div style="font-size: 30px"> - Basic statistical concepts</div >
<div style="font-size: 30px"> - Real problems applications</div >

<div style="font-size: 40px"> Computer lectures:</div >

<div style="font-size: 30px"> - Applications of the subject with statistical software: <span style="color:blue"> SPSS and/or Excel </span> in the computer lab or classroom.</div >

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# 7. Methodology and Assessment (cont.).

<span style="color:red">**Examination:**</span> it will be theoretical-practical, all in a row, with the practical part using a computer, either the centre's or the student's own, so it is advisable that the student works and repeats the practical cases at home. Need to get at least a mark of <span style="color:green">**4.5**</span> in each part in order to obtain an average, (problem solving and cases study).

<span style="color:green">**Cases Study:**</span> in groups of 3-5 students, a case study will be analysed in order to give a presentation based on the knowledge acquired during the course. The presentation will take place <span style="color:red">on the last day of the theory class</span>.

<span style="color:blue">**Problem solving:**</span> at the end of each topic, practical exercises will be handed in or a day will be set for the completion of a test-type exercise, in order to review the same, these exercises are compulsory.

**Final grade** =  (<span style="color:red">0.6 x Exam</span> + <span style="color:green">0.25 x Cases Study</span> + <span style="color:blue">0.15 x Problem solving</span>)

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# 8. Summary of Course Contents.

<div style="font-size: 32px">
<span style="color:blue">**BLOCK I: Univariate Descriptive Statistics:**</span>
Exploratory Data Analysis. Measurement scales: numerical and non-numerical variables. One-dimensional frequency distributions and their graphical representations. Descriptive measures of numerical variables.

<span style="color:blue">**BLOCK II:  Bivariate Descriptive Statistics:**</span>
Two-dimensional frequency distributions. Correlation and Regression. The Linear Unequational Model. Contingency tables.

<span style="color:blue">**BLOCK III: Index numbers:**</span>
Concept and applications. Simple indexes. Complex indexes. Linking index series. Deflation of economic series.

<span style="color:blue">**BLOCK IV: Introduction to time series for forecasting.**</span>

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# 9. Recommendations and Advice.

- <div style="font-size: 35px">You can pass the course "not suffering too much" if:</div>

- <div style="font-size: 30px">A) <span style="color:red">you attend class regularly (theory and practice) and</span></div> 
 - <div style="font-size: 30px">B) <span style="color:red">you are more or less up to date with the subject.</span></div>

- <div style="font-size: 35px"><span style="color:blue">Use the corporate email</span>, that is, <ins>@uco.es</ins> and always  <span style="color:blue">check the Moodle out.</span></div>

- <div style="font-size: 35px"><span style="color:red">My office door is always open</span>, I answer to all students who write me, I attend to all of you who ask for tutoring. Feel free to knock my door (or any of the teachers) if you have any problem.</div>

- <div style="font-size: 35px">Make use of all the <span style="color:blue">resources that are offered to you</span>: library, study rooms, computer rooms, consultation hours,..., even the cafeteria!!! Take advantage of them because it will make you more productive.</div>

- <div style="font-size: 35px">If you don't have <span style="color:blue">enough maths or language background, say so, it's OK.</span></div>

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# AND ESPECIALLY...

- <span style="font-size: 70px">Ask, </span><span style="font-size: 65px">ask, </span><span style="font-size: 60px">ask, </span><span style="font-size: 55px">ask, </span><span style="font-size: 50px">ask, </span><span style="font-size: 45px">ask, </span><span style="font-size: 40px">ask, </span><span style="font-size: 35px">ask, </span><span style="font-size: 30px">ask, </span><span style="font-size: 25px">ask, </span><span style="font-size: 20px">ask, </span><span style="font-size: 15px">ask, </span><span style="font-size: 10px">ask,...</span></br>
<span style="font-size: 40px">Ask what you do not understand. </span>

<div class="warning" style='background-color:#E9D8FD; color: #69337A; border-left: solid #805AD5 4px; border-radius: 4px; padding:0.7em;'>
<span>
<p style='margin-top:1em; text-align:center'>
<b>"On the Importance Of Education"</b></p>
<p style='margin-left:1em;'>
<div style="font-size: 45px">

<cite>"Ask what you don't know and you'll look dumb for a few minutes, don't ask and you'll be dumb all your life."

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<p style='margin-bottom:1em; margin-right:1em; text-align:right; font-family:Georgia'> <b>- Chinese proverb</b> <i></i>
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