UEH UNIVERSITY

UEH COLLEGE OF TECHNOLOGY AND DESIGN

INSTITUTE OF INNOVATION

FINAL PROJECT OF DATA SCIENCE

Topic: The Applications of Data Science to identify

VIETTRAVEL’s targer markets and customers

Teacher : Dr. Thai Kim Phung

ID of Class : 23D1INF50905929

Class : TI001

Ho Chi Minh City, March 26th, 2023

 STUDENTS

N.O NAME ID CONTRIBUTIONS

1 Tạ Hoàng Kim Ngân 31221022510 100%

2 Trần Khả Di 31221020256 100%

3 Thái Nguyễn Yến Nhi 31221020291 100%

4 Phan Phúc Đạt 31221022862 100%

5 Nguyễn Thị Cẩm Tú 31221021819 100%

INTRODUCTION.......................................................................... 1
I. THEORETICAL BASIS.............................................................2
1.1. What is Data Science?....................................................2
1.2. Common Data Science problems and applications........2
1.3. The role and applications of Data Science in today's
technology era:..................................................................... 3
II. PROVIDING SELECTIVE RESULTS BASED ON CUSTOMER
INFORMATION.......................................................................... 4
III. DATA SCIENCE - APPLICATIONS OF CLUSTERING PROBLEMS
................................................................................................ 6
IV. CLASSIFICATION OF TOURISM PRODUCTS – CONVENIENCE
AND PROFESSIONALISM...........................................................7
V. CUSTOMER APPRECIATION – ANOTHER APPLICATION OF
DATA CLASSIFICATION.............................................................8
5.1. Storing customer information:.......................................8
5.2. Storing customer information through promotional
programs, customer appreciation:........................................8
5.3. Register for Vietravelplus membership card..................9
5.4. Limitations of Big Data in the tourism industry in
general and Vietravel in particular......................................10
VI. PREDICTING POTENTIAL INVESTORS - A MEANING OF DATA
MINING...................................................................................11
6.1. Context:....................................................................... 11
6.2. Data description:..........................................................11
6.3. Implementation Process...............................................12
VIII. ONLINE PAYMENT............................................................18
IX. CONSISTENCY OF DATA WHEN BOOKING TOURS.............21
X. FACE RECOGNITION...........................................................22
10.1. Creating preferential policies for different customer
groups:................................................................................ 23
10.2. Positive aspects of data science in tourism:...............23
SUMMARY.................................................................................24
REFERENCE MATERIAL.................................................................
 INTRODUCTION
Every day, individuals and organizations generate
approximately 2.5 quintillion bytes of data; on average, there are 5
billion videos uploaded to YouTube, about 40,000 Google searches
per second... but only just over 1% of this massive data is analyzed.
Whoever can exploit and utilize this valuable information will
succeed. However, to maximize the power of this data source, the
significant contribution of data scientists is needed. These
individuals will transform raw data into valuable information.
Recently, the field of Data Science has been voted as one of the
"most attractive professions of the 21st century" – topping the list of
high-income professions worldwide. The new fuel of 21st-century
industries is data. Industries need data to improve their
performance, grow their businesses, and provide better products for
customers.
Recognizing the importance of Data Science applications after
studying under the guidance of Dr. Thai Kim Phung, our group
decided to carry out a project with the theme: "Applications of Data
Science in Vietravel Tourism Company." This project allows us to
consolidate the knowledge we have learned and at the same time
provides an opportunity for the team to seriously explore how a
large company applies Data Science in its daily operations.
We chose to analyze the applications of Data Science in
Vietravel by approaching the concepts of Data Mining: Discovering
patterns, knowledge from data warehouses, and predicting future
development trends. Alongside this, the team also explores other
company applications in the Digital Transformation era under the
influence of Data Science.

1
I. THEORETICAL BASIS

1.1. What is Data Science?

Data science combines math and statistics, specialized

programming, advanced analytics, artificial intelligence (AI), and
machine learning with specific subject matter expertise to uncover
actionable insights hidden in an organization’s data. These insights
can be used to guide decision making and strategic planning.
Data science is considered a discipline, while data scientists are
the practitioners within that field. Data scientists are not necessarily
directly responsible for all the processes involved in the data science
lifecycle. For example, data pipelines are typically handled by data
engineers—but the data scientist may make recommendations
about what sort of data is useful or required. While data scientists
can build machine learning models, scaling these efforts at a larger
level requires more software engineering skills to optimize a
program to run more quickly. As a result, it’s common for a data
scientist to partner with machine learning engineers to scale
machine learning models.1

1.2. Common Data Science problems and applications

• Data classification problems

Data classification can be understood as organizing items into N
known classes and then assigning them to data classes based on
predictions. This problem can be solved by identifying a list of labels
and building a classification model based on known observations.

1
What is data science, IBM, https://www.ibm.com/topics/data-science

2
 Machine learning (ML) classification problems are those which
require the given data set to be classified in two or more categories.
For example, whether a person is suffering from a disease X (answer
in Yes or No) can be termed as a classification problem. Another
common example is whether to buy a thing from the online portal
now or wait for couple of months in order to get maximum discount.
Or, if you are planning to buy a car, which car out of available
options is a best buy given your budget.2
• Clustering problems
Clustering, an unsupervised learning technique, involves
grouping data objects into clusters so that objects within the same
cluster are similar according to a specific criterion.

1.3. The role and applications of Data Science in today's

technology era:

Companies rely on data platforms to structure, develop, and

improve their businesses. Data Scientists work with numbers,
analyzing large volumes of data to produce meaningful insights.
These insights are valuable when analyzing businesses and market
activities, leading to accurate decisions. Like other commercial
industries, the healthcare sector also applies Data Science to
identify tiny cancerous tumors early on.
Statistics show that the number of Data Scientist roles has
grown 650% since 2012. Approximately 11.5 million jobs related to
this title will be created by 2026 (according to the U.S. Bureau of
Labor Statistics). Data Scientist positions also rank among the top
prominent jobs on LinkedIn.
Following general development trends, the tourism industry also
needs to apply Data Science in its operations, management, and
overall business activities. It can be said that Data Science has
2
Classfication problem real-life examples, August 1 2022, by Ajitesh Kumar,
https://vitalflux.com/classification-problems-real-world-examples/

3
brought about extremely positive and effective changes to the
tourism industry.
Vietravel is currently one of Vietnam's leading travel and
transportation companies. In its 26 years of development, Vietravel
has continually grown and improved. In its business development
strategy until 2030, Vietravel Holdings focuses on building a diverse
ecosystem with three major areas: travel; transportation - aviation;
and trade - services. Gradually, it aims to become a multi-industry
investment business group with the capacity and scope to enter
regional markets. In any field, the group demonstrates its pioneering
role, guiding consumer trends.
To achieve these goals, Vietravel needs to apply Data Science
applications to further enhance quality in aspects such as:
• Customer care
• Marketing
• Customer service
• Investment
Therefore, Vietravel has applied Data Science to the above
factors, and based on this, the team has also proposed new ideas
from the group and referenced materials.

II. PROVIDING SELECTIVE RESULTS BASED ON

CUSTOMER INFORMATION

When customers start accessing Vietravel's website to search

for information for their upcoming trip, they will have the need and
desire to receive effective and quick results. Therefore, collecting
basic information about the customer's plan and intentions for the
trip, and then using that input data to provide relevant results about
travel programs or related issues is considered crucial. This not only
brings convenience and time-saving for customers but also
contributes to building a professional image for Vietravel.

4
 Specifically, for the current Vietravel website, the utilities for
searching information about travel are clearly and specifically
displayed, including: tour packages, hotel bookings, combo
packages, flight tickets, and booking. The common feature of these
utilities is to provide fields for customers to easily fill in the
information, and then the system will process the data according to
the installed algorithms and provide suggestions suitable for
customers' requirements and desires.
• Tour packages:
Necessary input information: departure point, destination,
departure date, and number of days.
Results: various and attractive travel programs with detailed and
specific information.

• Hotels:
Input information: destination or hotel name, number of people,
number of rooms, and check-in/check-out dates.
Results: choices of hotels, room types, along with accompanying
information such as price, services, etc.

5
 Combo packages combining multiple services such as flight
tickets, transportation, etc., also operate similarly.

Data Science application supports Vietravel in making

investment decisions with travel destinations.
A method of analyzing large data on social media to make
strategic decisions is supported by Destination Marketing
Organizations (DMO). To manage and operate Vietravel more
effectively, it is necessary to have a comprehensive understanding
of tourists' preferences, visited destinations, personal experiences of
tourists, and the ability to predict future travel activities. This

6
approach to predicting travel demand is based on temporary
information extracted from social media data, rather than using data
from surveys and questionnaires as in traditional methods.
By applying data science to process this data and information,
Vietravel can capture the changing trends of customers' travel
desires. Specifically, which destinations are potential, and which
types of tourism are popular. With this important supporting
information, Vietravel can rely on it to make investment decisions
and develop subsequent travel products.

III. DATA SCIENCE - APPLICATIONS OF CLUSTERING

PROBLEMS

• Analyzing tourist attractions with common features:

Travel companies need to find ways to cluster destinations with
similar characteristics to meet customer needs, grouping them
together to support information search and customer demand for
booking tours and researching tourist attractions.
• Creating promotional policies for different customer groups:
Every year-end, travel companies have promotions for new
customers, regular customers, and VIP customers based on various
criteria such as (number of years as a customer, amount spent with
the company, age, gender, city, occupation, etc.). Suppose the
company has a lot of customer data but has not found a way to
divide all customers into different groups/clusters. They can apply
clustering methods in data science. Once they have classified each
group, company employees can select a few customers from each
group to decide which group corresponds to which customer group.
This final task requires human intervention, but the workload has
been significantly reduced.

7
IV. CLASSIFICATION OF TOURISM PRODUCTS –
CONVENIENCE AND PROFESSIONALISM

• Classifying tourism products through the Vietravel website

When tourists need information about popular tourist
destinations, they must choose from many images on social media
platforms showing information about the destination. Classifying
tourism programs using images from these destinations helps
tourists easily identify the tours they want to join, making it easier
for the company to sell the tourism products they create.

Classifying and labeling different types of tourism products

makes it easier for tourists to categorize the actual destinations they
want to visit, increasing the depth and diversity of products the
company offers to customers.
• Types of products:

8
V. CUSTOMER APPRECIATION – ANOTHER APPLICATION
OF DATA CLASSIFICATION

5.1. Storing customer information:

There are several effective ways to collect customer information,

including:
• Using social media.
• Running advertising campaigns.
• Registering membership cards.
• Creating promotional programs.
• Collecting customers directly.
• Selecting information to store
• Consolidating all customer information on a single platform.

5.2. Storing customer information through promotional

programs, customer appreciation:

As a leading Vietnamese travel company with extensive

experience in organizing tours for both domestic and international
customers, Vietravel always aims to provide the best customer care.
Therefore, storing customer information so that the company's

9
Telesales team can easily contact and listen to feedback about the
company is a top priority.
When customers participate in appreciation programs, they
provide basic information such as phone number, address, email,
age, family status, etc. Vietravel collects this information through
appreciation program forms, calls from the customer service
department, or directly from customers themselves.

With customer information, Vietravel applies Data Science,

primarily using Classification (Supervised Learning) to organize data
and label it, helping to classify new or existing data corresponding to
new and old customers. In addition, applying data clustering helps
classify customer data with similar characteristics (e.g., age, gender,
city of residence) to make information storage more manageable.
This gives Vietravel a more comprehensive view of its customer
base and target market.

5.3. Register for Vietravelplus membership card

Vietravel company also launches the VietravelPlus membership

card to attract more customers. With a series of exclusive offers and
promotions for the Vietravel Plus card, customers can easily and
quickly access the products that the company is building. For

10
Vietravel, this is a good opportunity to not only promote the
company's image but also collect customer information, thereby
capturing not only potential customers but also relatives and
acquaintances who want to use the travel services that the company
has, is, and will provide in the future.
With the VietravelPlus account, the company can easily classify
the membership levels of cardholders. With the mechanism of
participating in promotional programs, adding Gold points and
Reward points after using the service, the company will know
whether customers are effectively using the services/products
provided by the company and their preference for those products.

The three card levels that Vietravel is classifying are Silver card,
Gold card, and Platinum card. Different card levels correspond to

11
different customer care approaches by Vietravel. Through clustering
data, customers with the same card color will receive the same
benefits. As for classifying data, it shows the level of card usage by
customers for Vietravel's products when customers with silver cards
seem to have little interest in promotional programs or premium
services of the company.

5.4. Limitations of Big Data in the tourism industry in general

and Vietravel in particular

• Limited access to customer information, making it impossible

to learn more about customers, reducing data collection
capabilities and customer care.
• When issuing information collection forms, the possibility of
people providing false/duplicated/incomplete information
cannot be excluded, making it difficult for businesses.
Processing such data takes a lot of time and money for
businesses, missing the opportunity to capture the market.
• Big Data is a term that is "difficult to grasp," so only highly
specialized people can understand it clearly and effectively.
• When collecting information, sometimes confidential
information gets mixed in with the data, so losing that
information is extremely dangerous and affects the company.
• Although there are many different data access rights,
businesses sometimes think that the data is not what they
want to target.

VI. PREDICTING POTENTIAL INVESTORS - A MEANING OF

DATA MINING

6.1. Context:

On December 7, 2022, Vietnam Report Joint Stock Company

officially announced the Top 10 Travel Companies and Top 5

12
Reputable Passenger Transportation Companies in 2022.
Accordingly, Vietravel continues to lead the Top 10 Reputable Travel
Companies in the Vietnamese tourism industry.
According to Vietnam Report, after almost two years of
complete shutdown due to the impact of the Covid-19 pandemic, the
Vietnamese tourism industry has shown signs of recovery, especially
since the Government opened tourism from March 15, 2022.
With all the internal factors for development and the
requirements set in the new context, Vietravel needs another
important factor to strongly promote its development plans, which is
investment from potential customers. Therefore, predicting potential
investors is a necessary task.

6.2. Data description:

6.2.1. Data sources

The dataset is compiled from various datasets related to the
stock market and investments, accessed at:
https://www.kaggle.com/
https://www.kaggle.com/datasets/nitindatta/finance-data
https://www.kaggle.com/code/nitindatta/finance-data-analysis
Surveys were conducted with a group of people aged 21-35,
including 40 samples.

6.3. Implementation Process

6.3.1. Data preprocessing

• The dataset compiled from kaggle.com has been verified and
preprocessed, so there is no missing data.
• For easier management, the team used the Pivot table tool - a
powerful data statistics tool in Excel to group data by criteria.
• The grouped data is visually presented as follows:
*Gender :

13
 gENDER

Female; 15

Male; 25

*Participation in investment and investment priority order:

Investment based on gender

Male

Female

0 5 10 15 20 25 30

No Yes

Inves
tmen
Debe Governm Fixed_ P G
t Mutual Equity_
nture ent_Bond Deposi P ol
piorit _Funds Market
s s ts F d
y
order
2
1 4 2 1 1 8 4 0
2 21 5 1 4 2 6 1
3 9 12 4 1 10 3 1
4 3 16 3 7 7 2 2

14
 5 2 3 3 18 8 2 4
1
6 0 2 8 7 2 3 8
1
7 1 0 20 2 3 0 4

*Stock market participation and factors affecting investment

decisions:

Stock_market
participation No Yes Total
Female 4 11 15
Male 1 24 25
Factor People
Locking Period 1
Returns 25
Risk 14

*Investment objectives and purposes after investment:

Objective People
Growth 11
Income 3
Capital Appreciation 26

Purpose People
Returns 2
Savings for Future 6
Wealth Creation 32

15
*Average maturity time, Investment tracking frequency and
Expected profit margin:

Duration People
1-3 years 18
3-5 years 19
Less than 1 year 2

Invest_Monitor People
Daily 4
Weekly 7
Monthly 29

Expect People

10%-20% 3

20%-30% 32

30%-40% 5

*Primary investment path (Main investment revenue) and savings

goals:

Avenue People
Equity 10
Fixed Deposits 9
Mutual Fund 18
PPF 3

What are your savings objectives? People

Education 3

16
Health Care 13
Retirement Plan 24

*Reasons for investing in the Stock market, Mutual funds,

Government bonds, and Fixed deposits:

Reason_Equity People
Capital Appreciation 30
Dividend 8
Liquidity 2

Reason_Mutual People
Better Returns 24
Fund Diversification 13
Tax Benefits 3

Reason_Bonds People
Assured Returns 26
Safe Investment 13
Tax Incentives 1

Reason_FD People
Fixed Returns 18
High Interest Rates 3
Risk Free 19

*Information sources:

17
Source People
Financial Consultants 16
Internet 4
Newspapers and Magazines 14
Television 6

6.3.2. Classification problem: Predicting customers' investment

decisions in Vietravel
o Step 1: Data description
Dependent variable: Financial investment decision
(Investment_Avenues)
Independent variables:
• Information sources for investments (Source)
• Expected profit margin from investment (Expect)
• Investment objectives (Purpose)
• Consideration factors (Factor)
• Preferred average maturity time (Duration)
o Step 2: Building the model

• Step 2.1: Use data from the "data" file and data sampler to
split data into two files: data and prediction.

18
• Step 2.2: Use 3 methods: SVM, Logistic regression, Decision
tree to classify investment decisions and evaluate the
effectiveness of each method.
• Step 2.3: Select the best-rated method and use it to predict
data in the "file(2)" file.
o Model evaluation
• *Test & Score method evaluation results:

• *Confusion matrix:
• Logistic Regression method

19
• Support Vector method

• Decision Tree method

20
 → Model evaluation:
Evaluate the model based on the results of the Confusion matrix:
Type 1 and Type 2
errors of the Decision Tree method are the least significant.
→ Conclusion: Choose the Decision Tree as the method used to
classify data.
o Using the model to predict potential investors

Remarks: Predict customers who will invest in Vietravel when having

the following attributes:
• Investing for the purpose of wealth creation, aiming to save to
improve living standards in the future. They usually prefer
investments with an average maturity time of 3-5 years and an
expected profit margin of 20-30%. The investment decision is
largely influenced by Financial advice.
• Targeting investments with a focus on return rates, aiming to
create wealth, and prioritizing investments with an average
maturity of 3-5 years and a profit margin of 30-40%. Vietravel
should focus on approaching potential investors through the
press as it is their main source of information.
• Targeting investments with a focus on return rates, aiming to
create wealth. Typically prefer investments with an average

21
 maturity of 3-5 years and an expected profit margin of 20-
30%. Investment decisions are mostly influenced by financial
advisors.
• The main goal is to create wealth, prioritizing investments with
an average maturity of 1-3 years and a profit margin of 20-
30%. Focus should be placed on approaching potential
investors through the press, as this is their main source of
information.
• The primary goal and purpose of investment is to create
wealth, prioritizing investments with an average maturity of 1-
3 years and a profit margin of 20-30%. Advertising on
television or launching media campaigns is necessary to reach
this target group of investors.
By leveraging data, Vietravel can predict the characteristics of
potential investors to develop the most effective approach
strategies. This is just one of many factors and only represents
a small part of the power of data science and its applications. If
Vietravel can expand its data sources and invest more in data
mining, it will undoubtedly create a significant competitive
advantage.

VIII. ONLINE PAYMENT

Vietravel offers online payment services. First, visit Vietravel's

website. Currently, Vietravel has two websites: Vietravel.com and
Travel.com.vn, but to book a tour, you
should visit Travel.com.vn as this is the main site for booking
tours. After finding a suitable tour, click the BOOK NOW button to
book the tour.
Vietravel supports many payment methods, including cash
payment, bank transfer, credit card payment, ATM/Internet Banking,
QRCode scanning payment, Momo payment, etc. Customers choose

22
a suitable payment method and follow Vietravel's instructions for
payment.
Customers can choose to pay with domestic ATM cards from
Vietnamese banks through the Onepay payment gateway or
international payment cards such as VISA, Master Card, American
Express, JCB, or by scanning QR codes through banking/e-wallet
apps.
Method 1: Payment with domestic ATM cards

When proceeding with payment, the screen will display the

preferred payment method, including the Onepay payment gateway
- Domestic cards. This payment gateway connects various domestic
banks, allowing customers from different banks to quickly make bill
payment transactions through a common payment gateway.
Customers choose the Onepay - Domestic card payment
method and then enter the card number, cardholder's name, validity
date, and confirm the OTP through the phone number to complete
the flight ticket payment.

23
Method 2: Payment with international credit/debit cards: VISA,
Mastercard, American Express, JCB

In addition to domestic cards, customers can choose to pay

instantly with international credit/debit cards such as Visa, Master
Card, JCB, and Amex.
Customer flight ticket payments are made through a secure and
encrypted payment gateway according to industry standards.
Vietravel does not store any customer card information.
Method 3: Payment by scanning QR codes through banking/e-wallet
apps
Choose Mobile Banking app:

24
Choose other apps:

*Benefits of online payment

Online payment in tourism is considered a labor-saving solution
that aligns with the development trend of Tourism 4.0. According to
the Department of Tourism, the application of technology in the
tourism industry offers many benefits. The new trend is online tour
and hotel booking, accompanied by online payment. The
development of online payments demonstrates a dynamic
destination, increasing benefits such as:
• Online tour booking saves time and cost
• High-security level
• Easy financial management
• Increased professionalism in business and shopping activities

IX. CONSISTENCY OF DATA WHEN BOOKING TOURS

Nowadays, tourism has become a huge industry due to the

large number of products and services launched in the market. As a
result, competition has increased, requiring businesses to promote
their products in the best possible way. This has led to the
development of various new booking methods and an increase in
the number of booking units. The purpose of diversifying booking
channels is to make products accessible to as many potential
customers as possible. This is crucial for a business's success.
Vietravel is no exception; the company has optimized diversification
of the ways customers can book their tours through various
channels:

25
 In addition to the great benefits from diversifying tour booking
methods, a challenge that arises is data synchronization. Imagine
during peak tourism season, when there is only one remaining tour
to a particular destination, and simultaneously, three customers
book it. The complication is that all three customers book the tour
through different methods: via the website, fanpage, and the
Vietravel app. There is a high probability that these three customers
will have overlapping bookings, leading to difficult issues for
Vietravel to resolve: having to notify unsuccessful customers as
soon as possible, affecting profits, and, more importantly, the
company's reputation. Data science can completely solve this issue
through its applications. In reality, throughout its operation, even
though it has served a large number of customers, we rarely see
negative feedback about duplication or canceled tours from
Vietravel. This demonstrates the excellent applications of data
science in ensuring database consistency.

26
X. FACE RECOGNITION

Face recognition of new customers, loyal customers, and VIP

customers is an important step in improving customer service for
travel companies in general and Vietravel in particular.
In the past, customer identification was done manually, leading
to many errors (confusion, duplication). Today, with advanced
technology, storing customer information and images in a
processing system can make customer service departments more
efficient. Consultants will know the preferences and travel habits of
customers who have used Vietravel services before, and staff will
also easily adapt their approach to new customers.
At the same time, storing and recognizing faces also adds a
layer of security when customers want to track or look up their
information on the web or app without fear of exposing their code or
password.
This method involves applying data science to store original
images and analyze the similarity points with the input images of
customers to recognize the corresponding faces in the available
database. After detecting the face, it is entered into the search in
the database, eliminating duplicates and providing results.

10.1. Creating preferential policies for different customer

groups:

At the end of each year, travel companies will have promotional

programs for new customers, loyal customers, and VIP customers
based on various criteria such as (years as a customer, amount
spent with the company, age, gender, city, profession, etc.).
Suppose Vietravel has a lot of customer data but has not yet found a
way to divide all customers into different groups/clusters. They can
apply clustering methods in data science. After dividing into groups,
company employees can select a few customers from each group to

27
decide which group corresponds to which customer group. This final
part requires human intervention, but the workload has been
significantly reduced.

10.2. Positive aspects of data science in tourism:

Data science can help Vietravel save a significant amount of

time in analyzing and filtering customer information data. It
prevents errors and confusion if the filtering is done manually.
As the digital transformation era continues to develop, and
Vietravel has started to apply digitization software, automated data
analysis systems in its operations and customer management
processes, this will be a solid stepping stone for leaders to adapt,
stay strong, and progress further.
In addition, data science is also a valuable assistant for
Vietravel's advertising department to target customers based on
their previous behavior, instead of directing their advertising to the
majority of people as in the past.

28
 SUMMARY
Data science has brought tremendous opportunities for many
industries, including tourism in general and Vietravel in particular.
Modern advances in computing and rapid development of algorithms
have led to the emergence of advanced analyses that go far beyond
traditional business intelligence, allowing for deeper understanding
and better predictions. Meeting the needs of an increasing number
of consumers and processing vast amounts of data, data science
algorithms are essential. Big data has become an important tool for
airlines, hotels, booking websites, and many other websites trying to
improve their services daily. This simply means that tourism in
general and Vietravel can now use big data cost-effectively.
Big data and analytics can ultimately equip travel companies
with everything they need to understand their target customers and
achieve higher profits, or in other words, gain a competitive
advantage. At the same time, businesses also generate internal
data. This can help them achieve operational excellence, reduce
operating costs, and make smart, customized decisions that
facilitate their employees' work.

29
 Thanks to data analytics tools, travel companies and tour
operators can now better understand their market. They can
evaluate market activities to apply new strategies or fine-tune
existing ones for better results. Travel companies can better
understand their customers to provide suitable services and make
them feel most satisfied. They can identify customer behavior
patterns and adjust their offers to reflect current needs, attracting
more consumers and increasing sales.
Data analysis also allows companies to evaluate their supply
chain. It enables them to source their products more intelligently
and with more information, thus potentially increasing profit margins
while maintaining competitiveness in their market. Finally, travel
companies can apply new strategies to create new revenue streams,
maximize profits, and establish a better position in the target
market.

ACKNOWLEDGMENTS
First and foremost, we would like to express our deepest
gratitude to Dr. Thai Kim Phung. Throughout our study and
exploration of data science, we have received his care, assistance,
and guidance, which have been incredibly patient and dedicated. His
willingness to spend time explaining the subject matter through
various approaches has helped us better understand the dry
explanations in the textbooks. Furthermore, he has helped us
accumulate more knowledge for a deeper and more complete
perspective on life. From the knowledge he has imparted, we have

30
been able to complete the project: "Applications of Data Science in
Vietravel Travel Company."
Knowledge is infinite, and everyone's ability to absorb
knowledge has certain limitations. Therefore, while completing this
project, we are sure to have some shortcomings. We sincerely hope
to receive feedback from our teacher to improve our project.
We wish our teacher good health, happiness, and success in
his teaching career. Once again, we would like to express our
sincere gratitude.

REFERENCE MATERIAL

What is data science, IBM, https://www.ibm.com/topics/data-

science
2
Classfication problem real-life examples, August 1 2022, by Ajitesh Kumar,
https://vitalflux.com/classification-problems-real-world-examples/

31
Data sources :
https://www.kaggle.com/
https://www.kaggle.com/datasets/nitindatta/finance-data
https://www.kaggle.com/code/nitindatta/finance-data-analysis

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