Service Standards In Italy

Introduction

The travel and tourism sector has been addressed as a key contributor to the GDP of every country all over the world. It plays a key role in the form of development of new jobs, an increase in the revenue of the country, and earning foreign currency and creates significant job opportunities. The Tourism Department of Italy is always tried to improve the efficiency of tourism service standards that are correlated with new experiences for visitors in terms of adventure, education, and many more. For students pursuing studies in this field, seeking management dissertation help can provide valuable insights into how tourism impacts economic growth and job creation.

In the context of the travel and tourism sector, Italy is one of the most popular locations in the world that attracted more than 63.2 million tourists in the year 2018 from different locations of the world. This country has gained huge popularity in the field of art, culture, and fashion. The country has several popular and ancient cities in the world, including Rome, Florence, Vatican City, and Venice.

The Tourism Department of Italy is concerned about the situation of the global tourism industry that has resulted in huge losses and crises due to the outbreak of COVID-19. According to different reports, it has been estimated that the tourism industry has maintained a 13% share in the total Gross domestic product of Italy (Total contribution as a share of GDP of the tourism industry in Italy from 2014 to 2029, 2020).

However, the global pandemic of coronavirus outbreak has incorporated different revenue-related issues. In this context, this report has paid extra attention to the United Kingdom’s visitors. In the context of the European Union, Italy is being identified as thirst most popular tourist destination in Europe. The statistics show that the share of British international tourists choosing Italy as an abroad destination from 2000 to 2015 was near to 4.6%. Therefore, UK tourists play a key role in the travel and tourism sector of Italy (Italy: number of UK tourists 2000-2015, 2016).

The emergence of the global virus pandemic has resulted in global tourism downturns that have reduced the huge downfall of tourism in the UK and other European countries. The Tourism Department pays extra attention to the concerns of the European Commission that estimates that the total revenue of hotels and restaurants will befall by 95% in Italy (Covid-19 throws Europe's tourism industry into chaos, 2020). However, the year 2020 proved to be fatal for the industry. The outbreak of the CIVD-19 has reduced the number of tourists in the country and blocked the Italian tourism industry. The blockade of the main cities has completely stopped tourism activities for unexpected periods. For assessing the consequences of coronavirus pandemic, this investigation is going to evaluate different insights related to UK travellers in Italy. This is because recent announcements have determined that UK holidaymakers will be able to travel to Italy from June 2020. Therefore, Italy tourism will be found new tourism opportunities from the UK during spring summers (Italy will be open for UK tourists from June 3 with no quarantine, 2020).

What is the frequency of destinations or destination airport (dependent variable: Cities of Italy) of UK's Passengers (participants) travelling to Italy (settings)? How does the purpose of the visit (independent variable) influence the length of stay (dependent variable) for visitors (participants) of the UK in Italy What is the influence of age (independent variable) on visit spend (dependent variable) of UK passengers travelling to Italy (setting)

By assessing the answers to the above research questions, the researcher will be able to adopt an appropriate strategy related to the future inbound visitor of the UK in Italy. Therefore, the tourism department of Italy can evaluate the relationship among different variables that are linked with the tourism-related practices within the country. This investigation would be found very effective to determine the potential UK visitors to encourage the Italian tourism economy after the pandemic of the corona virus. The following research highlight some of the main challenges faced in the tourism industry sector in Italy and how tourism growth could play a role in strengthening and increasing Italy's economic growth.

The first question determines the frequency of total UK’s passengers who have visited Italy. This question will help the investigator in the assessment of the proportion of UK visitors who are visiting Italy. It will assist the tourism department of Italy to increase the effectiveness of marketing and promotional approaches in front of UK visitors.
The second research question will provide new insights into the purpose of motivation and the length of stay of UK visitors in Italy. This data will support government agencies of Italy in determining the relationship between the purpose of the visit and the length of stay in a country. Therefore, local authorities of Italy will be able to select appropriate corporate strategy in determining the average stage of UK visitors. This information plays a key role in long term strategic planning.
The third research question is going to evaluate the average spending of UK visitors in Italy and its relationship with the age group of visitors. This information will assist the tourism department of Italy in evaluating the relationship between age group and spending of UK visitors so as government agencies of Italy would be able to take appropriate measures to attract people with certain age groups that could maximize the revenue of the tourism sector and maximization of profit margin. By comparing different results and findings, the researcher can explore different determinants of Italy’s tourism sector that could influence the tourism-related decisions of UK’ visitor to Italy. It would play a critical role in the overall economic development of the country in an efficient manner.

METHOD

This report considers the data related to primary studies that have been carried out by the Civil Aviation Authority that include the Air Passenger Survey of the UK. This dataset contains the responses to survey conducts among the travellers who were departing from a UK airport in different locations all over the world in 2019.

In the context of present data, different research questions considered the destination location and other elements of the travel and tourism sector as independent and dependent variables. For enhancing the efficiency of the study outcome, a range of dependent and independent variables included destinations like Italy, purpose of visit, length of stay, spending, and age group (Little and Rubin, 2019). In the context of the present investigation, the selected database has found it appropriate to generate an appropriate outcome. Therefore, the researcher has gained more insights among travel and tourism trends between the UK and Italy.

The database was developed by assessing responses from travellers or passengers at UK airports. Moreover, the UK CAA ensures a high quality of responses with consideration of a high-quality questionnaire. The team of data collection has gained significant professional expertise in assessing the responses through the questionnaire. Therefore, the efficiency of the data collection process has highly correlated with the reliability of the data collection process that has been considered by UK CAA.

The question represents the count of research design that is looking to determine the frequency of visitors of UK in Italy. For answering this question, the researcher was adopted statistical software to determine the frequency of travellers.

This question represents a cross-sectional research design that has focused on determining the influence of purpose of visit (independent variable) on the length of stay (dependent variable). By assessing this information, the tourism department of Italy can maximize tourism management efficiency.

Statistical software like SPSS applied to determine the relationship among independent variable and dependent variables (Lualdi and Fasano, 2019). This software calculated the mean value of different purposes of the visit to Italy like a holiday, business, family visiting, and others. These variables play a critical role in influencing the length of stay.

This question represents a cross-sectional research design that has focused on determining the influence of age (independent variable) on the visit spending (dependent variable). By assessing this information, the tourism department of Italy can maximize tourism management efficiency.

For answering this question, the researcher applied statistical software applied to determine the spending of different age groups while visiting in Italy. Therefore, SPSS applied to evaluate the proportion of different variables with reference to their mean value. This information will support the tourism department of Italy in the identification of target consumers for the UK tourism industry in an efficient manner (Silge and Robinson, 2016).

FINDINGS

The above table presents the total number of UK participants with reference to their nationality code. In the context of the present investigation, the total number of UK based visitors in Italy includes 774. Therefore, UK travellers play a key role in the UK tourism industry.

Strategy:

UK-based visitors play a key role in the tourism sector of Italy because the UK has maintained its 3rd position in the total number of travellers that are visiting in Italy from the EU. Therefore, the tourism department should have to consider an appropriate marketing strategy to promote different kinds of services and leisure activities for UK-based visitors. By using attractive marketing campaigns and promotion safety procedures with reference to the corona virus pandemic, Italy could regain revenue generation opportunities from the traveller of the UK.

The above chart shows the different purposes of respondents who visited Italy. When the air travellers of the UK were asked about the purpose of the visit, then the majority of participants considered the Holiday as the primary objective with the highest stay duration. The average stay duration of participants in Italy for the purpose Holiday and leisure is near to 11.08 days. The second most popular purpose of the visit is Business with an average stay duration of 10.23 days. The option of the Family visit was termed as the third most popular reason with the mean stay duration of 6.73 days. By comparing the relationship between different objectives and length of stay, the p-value is 1.00, which higher than the ideal p-value of 0.05, so there is no statistically significant difference in mean length of stay between travellers visiting with a different purpose.

Insights:

For the tourist of Italy, this investigation has found the three most important motivations that have encouraged the UK travellers to visit Italy that include holiday/pleasure, business, and family visit. However, the average length of stay is become highest for these objectives in the context of Italy. Moreover, the mean value of stay duration for other purposes is near to 4-6 days.

Strategy:

As per the above findings, the tourism department of Italy should have to pay extra attention to such tourism services that could accomplish the needs of business visitors and holiday visitors. Moreover, the tourism department should facilitate some extra benefits like reward and low pricing of tickets for those individuals who are frequently travelling between the UK and Italy to visit their families. Therefore, family visitors would emerge as key contributors to the tourism industry of Italy. For attracting business visitors, the tourism department should enhance the efficiency of short term stay services at airports, railway stations, and other locations to enhance revenue from business travellers with better services.

The above statistics have determined that age-group plays a key role in influencing the spending of people in Italy. In the context of the UK air passenger survey, the majority of UK’s visitors were associated with the age group of 55-64 years. The second position has maintained the people of 45-54 years and followed by the people of the age group of 35-44 years. However, visitors of 55-64 years of age group have determined the highest average of spending that is £557. The second position in spending was made by the people with the age group of 65 and over. Further, there is no statistically significant difference in mean spending between different age group.

Insight:

The analysis of spending related statistics has determined that the age groups of the majority of visitors include 55-64 years, 45-54 years, 35-44 years, and 25.-34 years. In these age groups, the average spending of people associated with the 55-64 years was the highest, that is £557. In the context of spending, old age people and middle-age visitors were spending more in Italy as compared to other individuals.

Strategy:

The tourism department needs to take appropriate measures and should have to develop a wide range of unique services to old age people because the average spending of these individuals is higher than the people from other age groups. It would play an important role to increase the number of old age travellers within Italy and also will create new job opportunities for additional service.

Conclusion

The above assessment concludes that the UK’s visitors play a critical role in the overall tourism sector of Italy. By carrying out statistical analysis of air passenger survey data, this report has concluded that the tourism department has to consider several strategies to enhance the efficiency of tourism operations after the pandemic. This investigation has found that the tourism department of Italy should pay extra attention to the efficiency of tourism services for holidays, business travel and family visitors.

Reference

• Covid-19 throws Europe's tourism industry into chaos. (2020). [Online]. Accessed through: [Accessed on 2nd June 2020].
• Italy will be open for UK tourists from June 3 with no quarantine. (2020). [Online]. Accessed through:>. [Accessed on 2nd June 2020].
• Italy: number of UK tourists 2000-2015. (2016). [Online]. Accessed through:. [Accessed on 2nd June 2020].
• Little, R. J., and Rubin, D. B. (2019). Statistical analysis with missing data (Vol. 793). John Wiley and Sons.
• Lualdi, M., and Fasano, M. (2019). Statistical analysis of proteomics data: a review on feature selection. Journal of proteomics, 198, 18-26.
• Silge, J., and Robinson, D. (2016). tidytext: Text mining and analysis using tidy data principles in R. Journal of Open Source Software, 1(3), 37.
• Total contribution as a share of GDP of the tourism industry in Italy from 2014 to 2029. (2020). [Online]. Accessed through:. [Accessed on 2nd June 2020].

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