Deep Cultural Interpretation Model: a tool to deeply understand the Tourists' Culture

The Armano's Deep Cultural Interpretation Model (DCIM) (2018) is a useful tool in anthropology as well as in the management and marketing sectors. The DCIM codifies the culturally modeled knowledge that a human group has of the reality in which it lives. In particular, the DCIM photographs, within categories, the cultural structure of a group from which cultural values, cultural norms (which allow values to be expressed in reality), implicit habits, and explicit behaviors are unfolded. The DCIM is effective for comparing different worldviews of different social groups (belonging both to different cultures and to subgroups within the same culture). In this way, by photographing and codifying the cultural vision of different groups of people it is possible to focus attention not only on the contents of the DCIM categories (which will be illustrated below) but especially on the relationship between different worldviews in order to highlight any value-related gaps and possibilities of encounter.