Understanding Mindsets across Markets Internationally (UMAMI)
Consumers increasingly expect to be addressed and met on their own terms. This can only be achieved if businesses can handle complex insights into culturally diverse subgroups of consumers and their behavior across the global market place.The key challenge is to understand how tourists prioritize and choose. A new powerful technique to address this is Big Data analysis. Any analysis, however, is meaningless without fully comprehending the mental representations that the target group has of the destination.