DMO Website User and Conversion Study

The DMA West Education & Research Foundation has partnered with Destination Analysts, Inc. to conduct a DMO Website User and Conversion Study. This research will use a dual online survey methodology to develop a profile of travelers who use DMO-managed official destination websites and estimate the Return on Investment these websites bring to their respective communities. For the purposes of this project and to produce annualized metrics, users of these websites will be surveyed between January 2016 and January 2017.
 
The DMA West Education and Research Foundation Board of Directors earmarked funds for study grants to support this industry research project in conjunction with discounted fees paid by western DMOs participating in the study. A total of 12 western DMOs are participating in the study: Albuquerque - Big Bear - Central Oregon - Laguna Beach - Lane County - North Lake Tahoe - Park City - San Francisco - Sonoma County - Washington County - West Hollywood - Yakima Valley.


DMA West Foundation White Paper

Understanding the Career Path of Destination Marketing Professionals
In fall 2015, DMA West members we invited to answer questions about career advancement in the DMO industry as well as DMO internships and talent-recruiting practices. This research attempts to develop an understanding of existing practices within the industry as well as the need for potential innovation. The collected information and input are tremendously valuable to the DMA West Foundation as it develops new resources for DMOs. The survey was conducted in consultation with Destination Analysts. We invite you to review the White Paper: Understanding the Career Path of Destination Marketing Professionals.


Industry Research

DMO Visitor Guide User and Conversion Study
Executive Summary available.

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The Foundation retained Destination Analysts, Inc. to assist DMOs in developing a profile of travelers who use DMO-published official Visitor Guides and estimate the Return on Investment these official Visitor Guides bring to their respective communities. The Foundation and a corporate sponsor, Madden Media, provided funds to support this industry research project in conjunction with discounted fees paid by DMOs in the core study group.

This was a year-long research study. The executive summary was released in March 2014 and is available to destination marketers at no charge.

Download the summary and discover the value of official DMO Visitor Guides.

Executive Summary

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“I just wanted to let you know I thought the research was extremely valuable and well presented [DMO Visitor Guide User & Conversion Study webinar]. Thank you for your efforts on this!”

~ Carol Chaplin
Executive Director
Lake Tahoe Visitors Authority