Reference no: EM133151828

Question 1

Excellent Travel Agency (ETA) provides all-inclusive package tours for outbound travellers. In a package tour, everything, ranging from tour itinerary and meals to transport and accommodation, is pre-arranged and included in one tour-package price. Customers (i.e., travellers) do not have to plan much for the trip as they will be escorted by ETA's staff and tour guides throughout the trip.

It has been observed that there is an increasing number of tourists going to London, United Kingdom (UK), from Singapore. ETA would like to capture a greater share of this tourist segment. Currently, the itineraries for London tours provided by ETA cover a long list of the most common and popular tourist attractions. Recent feedback from ETA's customers reflected that not all these attractions appeal to all customers. Furthermore, many of ETA's customers who are keen to visit other UK cities want to have a brief 1- or 2-day stopover in London.

To improve its UK package tours, ETA wants to identify which tourist attractions in London can be included for customers who want a brief stopover in London. The analytical team in ETA plans to apply association analysis to get some insights on this.

With reference to the six (6) phases of the CRISP-DM framework, discuss how ETA can plan the data mining project for the above mentioned application.