WP5: Project Management & Dissemination - Leader: Fumiko Kano

WP5-1: Project Management (Leader: Alexander Josiassen, Manager: Fumiko Kano Glücksrad)

Status of WP1 (Alexander, Florian, Astrid):

WP1-1: Interviews with Danish tourism bodies  Aim: Obtain information about how Denmark has been promoted in China as part of UMAMI’sWP1. The interviews with the Danish tourism partner organizations point to both similarities and differences in promotional strategies.  Result:An important difference is that Visit Carlsberg’s goal is to understand and improve its post-visit communication to create a spill-over effect, while the other organizations focus on attracting more Chinese tourists. Visit Carlsberg, furthermore, mainly focuses on promotion during the visit of the tourists, while the other organizations to a large extent also prioritize pre-visit promotion.  Interviewswith foreign national tourism bodies  Aim: Obtain information and analyze how Belgium, France, Norway and Sweden have been promoted in China/communicated to Chinese tourist as part of UMAMI’s WP1.  Result:Overall, the four destination marketing organizations seem to have used many similar tacticsto attract Chinese tourists. They have all focused on both B2B and B2C communication and have e.g. invested heavily in social media like WeChat and Weibo and have targeted (etc.) Interviews with Chinese tourism agencies  Aim: Obtain information about the Chinese managers’ perceptions of the promotion of Denmark in the Chinese market compared to other European destinations as part of UMAMI’s WP1.  Result:The six interviews with managers from Chinese tourist bureaus point to both similarities and differences in the perceptions of how Denmark has been promoted in China. Whilesome managers expressed having received a lot of promotional material about Denmark,othershad not received anything personally and one manager even perceived (etc.) WP1-2: Preliminarytourismperformance analysis Aim: The awardwinningarticleby Assaf and Josiassen, 2013 ”Identifying and Ranking the Determinants of Tourism Performance: A Global Investigation” ranked international tourist destinations based on their tourism efficiency. However, Denmark as a destination was not analyzed and ranked in this investigation.  Result:This WP has collaborated with American scientists to include Denmark and several near-by competitors in the analysis. Furthermore, the current analysis uses updated data relative to the original investigation. An advanced macro analysis was performed with the main result being that Denmark ranks 6th in the world, straight behind other leading tourism destinations such as the US, the UK, Australia, France and Germany. Denmark seems also to outperform other neighboring destinations such as Finland, Sweden and the Netherlands. On average, the tourism industry in Denmark is only about 3.90% short from achieving maximum performance.

Status of WP2 (Mikkel, Kristoffer, Morten, Marisciel, Fumiko): 

WP2.1: Two pilot studies have been conducted to evaluate feasibility of “value-based”segmentation and its performances. WP2.2: Preliminary model of the machine-learning segmentation and visualization framework was first developed for testing feasibility of “value-based”and “attribute-based”segmentation and was tested with data collected from the pilot studies. The results obtained from these studies using the preliminary model have been presented in the UMAMI workshops on 19th and 23rd February, 2018. Based on the findings from the pilot studies, the segmentation procedure was refined and the visualisation framework was further designed to accommodate the needs of academic/industrial users. The second workshop was held in June 2018 to present the segmentation and visualisation results of the pilot surveys, that support the final design of main survey. WP2 members undertook some of the segment-based data analysis as part of WP3 and presented the final results of the main survey at the third workshop held in November 2018. In Dec. 2018, the development of the prototype of UMAMI data analytic framework has been completed and presented to UMAMI's stakeholders (Visit Denmark, Wonderful Copenhagen, Visit NorthSealand and Visit Carlsberg). Methods employed as part of the data analytic framework have been introduced in several conferences listed in WP5-4.   The final prototype software for academic purposes will eventually be released as a open-sourced software along with journal articles currently under preparation.  WP2.3: Part of the segmentation performance test was conducted in connection with the pilot studies (1a, 1b & 3a). The performance evaluation procedure was further developed in line with the final pilot survey having been conducted in China and the applicability to multinational data was tested with European Social Survey data. UMAMI's stakeholders are as of Dec. 2018 able to receive a prototype software and an instruction guide upon request for the purpose of the internal assessment and explore data collected from China as part of WP3. 


Status of WP3 (Alexander, Florian, Jingjing, Marisciel, Fumiko): 

WP3.1: . WP3.2: . WP3.3 & WP3.4 (Marisciel, Fumiko): The performance and usability of the Schwartz Schwartz theory of 10 basic human values and the segmentation tool developed in WP2 were verified by classifying more than 35000 respondents of multinational database, "European Social Survey (ESS)" database. The predictability of the segments extracted for populations of 21 EU countries were also tested with the fsQCA method by selecting several independent variables and a dependent variable available in the ESS database. After the applicability of the Schwartz theory, the segmentation method, and the pre- & post-processing methods were validated with the ESS data, the same methodological framework was applied to classify 6000 respondents collected from the main Chinese survey into 22 segments, and characteristics of the respective segments (various independent variables and their relation to a behavioural intention, i.e. willingness to visit a destination) were compared based on the "between-segments" analysis using the fsQCA method.  WP3.5: .


Status of WP4 (Florian, Alexander, Jingjing, Fumiko):


WP5-2: Dissemination - Business & Society

  Activities from WP2 (Kristoffer, Marisciel & Fumiko): For wrapping up WP2's development of UMAMI data analytic software, WP2 members held a half-day hands-on seminar on 19th December, 2018 at Visit Denmark where practitioners installed the prototype of UMAMI's software on their own PC that enables to explore data collected from China as part of WP3.  WP2 members had opportunities to present the UMAMI data analytic software and its data collection platform concept to a potential commercial stakeholder and received positive feedbacks. They also had opportunities to discuss further development of a next generation project concept with Danish cultural institutions and now preparing for a future step.


WP5-3: Dissemination - Education

  Activities from WP2 (Marisciel & Fumiko): The WP2 members from CBS (Marisciel and Fumiko) are planning to offer an elective course at CBS, that focuses on consumer and tourist segmentation technique in 2019-2020. The purpose of the course is to let students to acquire theoretical understanding and methodological skills required for the consumer segmentation research.


WP5-4: Dissemination - Academic

  Activities from WP2 (Kristoffer, Mikkel, Morten, Marisciel & Fumiko): Fumiko Kano Glückstad; Mikkel N. Schmidt; Morten Mørup (2018) Testing a Model of Destination Image Formation : Application of Nonparametric Bayesian Relational Modeling to Destination Image Analysis.
In: 2018 Global Marketing Conference at Tokyo Proceedings. ed. /Jeonghye Choi. Seoul : Global Alliance of Marketing & Management Associations 2018, p. 63-64 (Global Marketing Conference Proceedings) BEST EXCELLENT PAPER AWARD
Kristoffer Jon Albers; Mikkel N. Schmidt; Marisciel Litong-Palima; Morten Mørup; Rasmus Bonnevie; Fumiko Kano Glückstad (2018) Understanding Mindsets Across Markets, Internationally : A Public-private Innovation Project for Developing a Tourist Data Analytic Platform. In: Proceedings of the 42nd IEEE Annual Computer Software and Applications Conference: COMPSAC 2018. Volume 2. . ed. /Sorel Reisman; Sheikh Iqbal Ahamed; Claudio Demartini; Thomas Conte; William Claycomb; Motonori Nakamura; Edmundo Tovar; Stelvio Cimato; Chung-Horng Lung; Hiroki Takakura; Ji-Jiang Yang; Toyokazu Akiyama; Zhiyong Zhang; Kamrul Hasan. Los Alamos, CA : IEEE 2018, p. 159-164 Marisciel Litong-Palima; Kristoffer Jon Albers; Fumiko Kano Glückstad (2018) Stability and Similarity of Clusters under Reduced Response Data Paper presented at The 32nd Annual Conference of the Japanese Society for Artificial Intelligence, 2018 Fumiko Kano Glückstad; Florian Kock; Alexander Josiassen; Albert Assaf (2017) Categorization of Destinations and Formation of Mental Destination Representations : A Parallel Biclustering Analysis. In: 2017 TTRA Conference Proceedings / Tourism Travel and Research Association: Advancing Tourism Research GloballyAtlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL) 2017 - Nominated for BEST PAPER AWARD  
UMAMI is the interdisciplinary research project funded by Innovation Fund Denmark for the period 2017-2020.

Last updated by Fumiko Kano Glückstad 07/01/2019