General information

Subject type: Basic

Coordinator: Judith Turrión Prats

Trimester: Third term

Credits: 6

Teaching staff: 

Alex Araujo Batlle

Teaching languages

  • Catalan
  • Spanish
  • English

There may be materials in English and Catalan.


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the development and defense of arguments and problem solving within their area of study.

  • CB3. That students have the ability to gather and interpret relevant data (usually within their area of ​​study) to make judgments that include reflection on relevant social, scientific, or ethical issues.

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE1. Interpret basic economic concepts and economic reasoning, as well as microeconomic and macroeconomic functioning.

  • CE2. Define company policy in international environments and instill a global and international dimension in business.

  • CE3. Analyze and evaluate the financial statements, evaluate the economic performance and prepare financial reports.

  • CE4. Evaluate and define the personnel policies of a company or business organization, select work teams, define profiles and establish staffing needs.

  • CE5. Analyze business contexts, identify markets and customers, and establish marketing strategies through the use of advanced and innovative techniques.

  • CE6. Interpret legal regulations and institutional organization and manage business information.

  • CE7. Develop projects and proposals for innovative companies.

  • CE8. Organize the productive operations of the company.

  • CE9. Use mathematical tools and advanced statistical tools for decision making.

  • CE10. Recognize and understand the mechanisms of innovation and entrepreneurship and develop entrepreneurial initiative through theoretical models that fit a business idea.

  • CE11. Analyze and evaluate the scientific-technological and economic environment, to look for innovative opportunities and establish necessary processes to adapt the organization.

  • CE12. Generate strategic skills considering the environment as a project.

  • CE13. Create connections between people, collaborators, and companies by connecting people who under normal circumstances would not match.

  • CE14. Identify emerging sectors and business innovation strategies.

  • CE15. Gather and interpret data to make judgments that include reflection on relevant business issues.

  • CE16. Communicate properly orally and in writing in at least one third foreign language.

  • CE1. Interpret the principles of tourism in terms of its spatial, social, cultural, political, labor and economic dimension and identify the types of tourist spaces and destinations and the main tourist agents that operate in them, both public and private.

  • CE2. Analyze the impacts generated by tourism in its economic, social and environmental aspects and provide innovative solutions.

  • CE3. Analyze the main political-administrative structures of tourism and interpret the legal framework that regulates tourism activities.

  • CE5. Apply a strong customer service orientation and handle communication techniques.

  • CE6. Evaluate the tourism potential and the prospective analysis of its exploitation through innovative management models.

  • CE7. Analyze, synthesize and critically summarize the economic-patrimonial information of the tourist organizations.

  • CE8. Direct different types of tourism entities defining objectives, strategies, commercial policies and managing financial resources.

  • CE9. Work in different cultural media, providing solutions to the different problems that arise.

  • CE10. Gather and interpret significant data to make judgments that include a reflection on relevant business issues and be able to prepare a document that allows the transmission of information or an innovative business proposal in the field of tourism.

  • CE11. Manage tourist tourist areas in accordance with the principles of sustainability.

  • CE12. Master the operating procedures of accommodation, catering and tourism intermediation companies.

  • CE13. Interpret the strategy, objectives and public instruments of tourism planning.

  • CE14. Recognize and apply information and communication technologies (ICT) in the different areas of the tourism sector.

  • CE15. Interpret a public plan in the field of tourism and the opportunities that arise for the private sector.

  • CE16. Plan and manage the human resources of tourism organizations.

  • CE17. Recognize details of the operation of destinations, tourist structures and their business sectors worldwide.

  • CE18. Understand the characteristics of cultural heritage management and be able to develop innovative initiatives for its enhancement as a tourist attraction.

  • CE19. Detect the needs for the technical planning of tourist infrastructures and facilities.

  • CE20. Communicate properly orally and in writing in at least one foreign language.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to innovate by developing an open attitude towards change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Business Administration and Innovation Management contribute to to train citizens for a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

  • CT3. Demonstrate entrepreneurial leadership and management skills that strengthen personal confidence and reduce risk aversion.

  • CT4. Master computer tools and their main applications for ordinary academic and professional activity.

  • CT5. Develop tasks applying the acquired knowledge with flexibility and creativity and adapting them to new contexts and situations.

  • CT2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

  • CT4. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.


Ability to recognize, become familiar with and use statistical techniques when making market decisions in the tourism sector. All this approach will make compatible the ability to manually calculate the various tools for a small set of data with the ability to use and analyze and interpret the outputs of statistical software. Some questions that will be solved throughout the course with what we will know: How do we know if the salaries of an AAVV are high or not? Are these salaries very similar or are they very scattered? Are hotel reservations and final room occupancy associated? What does the Google correlate tool tell us? Can we know the profitability of a year of education? How much does the price of a tourist home in Barcelona increase when its surface area increases by one square meter? How much is the seasonal effect of August for the number of tourists in Catalonia? to raise the price or not? How is the probability that a tourist blog will have 1000 visits tomorrow if we know that visits to blogs in Spain follow a certain normal distribution? What are the main sources of tourist data? Can we know the personality of a tourist from the text he writes on social media?

NOTE: This subject has methodological and digital resources to make possible its continuity in non-contact mode in case it is necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.

Learning outcomes

• Apply qualitative and quantitative statistical techniques for market research
• Plan, organize, carry out and present a market research project in the business field of the tourism sector and use the results obtained for decision making

Working methodology

The face-to-face sessions with the whole group will combine theory sessions with hand-held exercise resolution sessions and through case studies with data from real companies.

In the practical sessions students will work on exercises and databases with the Stata / R program (to be determined). You will need to bring a laptop to the classroom.

There will be a conference by a professional who uses Statistics applied to the tourism sector. Whether in market research, big data or strategic positioning.

The classroom (physics or virtual) it is a safe, free space of attitudes sexists, racists, homophobic, transphobic i discriminatory, ja be towards the students or towards the faculty. we trust that among all and all we can create a space sure on ens can to err i to learn sense having to suffer prejudice others.


Topic 1



  • Tourism data sources
  • Basic concepts: population, sample, sampling type, variables, variable types, data and data types

Topic 2

One-dimensional statistics

  • Centralization measures
  • Dispersion measures
  • Symmetry measurements
  • Measures of kurtosis
  • Case 1: travel agency

Topic 3

Two-dimensional statistics

  • Association of quantitative variables: linear regression
  • Association of qualitative variables
  • Case 2: relationship between reserves and employment


Topic 4

Time series

  • Components of a time series
  • Seasonalization of a time series
  • Case 3: series analysis of tourists



Topic 5


  • Basics
  • Discrete distributions: binomial distribution
  • Continuous distributions: normal distribution

Learning activities

Data mining exercises. Individual (Inside and outside the classroom)

Exercise Descriptive statistics. Individual (Inside and outside the classroom)

Descriptive statistical test. Individual (Inside and outside the classroom). Virtual

Exercise association between quantitative variables. Individual (Inside and outside the classroom)

Exercise association between quantitative variables. Individual (Inside and outside the classroom)

Exercise of time series. Individual (Inside and outside the classroom)

Association test between quantitative and qualitative variables and time series. (In and out of the classroom). Virtual

Binomial distribution exercise. Individual (Inside and outside the classroom)

Normal distribution exercise. Individual (Inside and outside the classroom)

Probability test. (In and out of the classroom). Virtual

Work with computer software. Group (Inside and shape of the classroom)

Personal study


The course will be conducted following a hybrid model that will be specified session by session in a schedule that will be delivered on the first day of class. The sessions will be face-to-face, face-to-face for one part of the group and synchronous streaming on the other, and face-to-face for one part of the group and asynchronous for the other. 

If for reasons of force majeure during the course can not be developed with the hybrid model, see the schedule of the course and group which includes the effects on training activities, methodology and evaluation online model.

If, as a result of the delay in university pre-registration, or health problems that prevent follow-up due to hospital isolation, the student joins the classroom after more than 50% of the term, a single assessment at the School


Evaluation system

The quarterly evaluation will take into account the following aspects with the weights indicated:
- Final term exam: 60%
- Work with database: 30%
- Delivery of exercises and proposed practices: 10% 

There will be a recovery at the start of the next quarter. Only the exam will be retaken. The other 40% will maintain the quarterly assessment mark



RAYA, J. (2004). Statistics applied to Tourism. Prentice hall

RAYA, J. (2012): Statistics applied to business and marketing. Prentice Hall

MOORE, Mc. CABE (2005), Introduction to the practice of Statistics. Freeman

SPIEGELHALTER, D. (2019): The art of statistics: learning by data. Pelican


NEWBOLD, PAUL, Carlson, W., Thorne, W. (2007), Statistics for Business and the Economy, 6th edition, Madrid, Prentice Hall.

FREEDMAN, P. (1991). PURVES, R., PISANI, R. and ADHIKARI. Statistics. 2ªed. Antoni Bosch.

RADZIWLL, CN (2015). Statistics with R: (the Easier Way). Lapis Lucera.