Understanding Mindsets Across Markets, Internationally: A Public-Private Innovation Project for Developing a Tourist Data Analytic Platform

Kristoffer Jon Albers, Mikkel N. Schmidt, Morten Mørup, Marisciel Litong-Palima, Rasmus Bonnevie, Fumiko Kano Glückstad

Abstract: This paper presents an ongoing public-private innovation project that integrates unsupervised machine learning tools and a marketing theory, in order to analyze segment-based attitudes and behaviors of tourists. Our case study involving the major governmental tourism stakeholders emphasizes the importance of developing a user-friendly data analytic pipeline that carefully considers users' data collection procedure, easy access to the back-office computation algorithms, an interactive output data analysis workflow and its visualization. At the end of this paper, we present our vision to further develop a cloud-based tourist data collection platform.