DMA West Education & Research Foundation

The DMA West Education & Research Foundation is dedicated to enhancing the future effectiveness of destination marketing professionals through research projects and learning opportunities focused on successful organizational management and marketing strategies.

DMO industry leaders created the Foundation to conduct research projects, develop educational programs, provide scholarship grants and sponsor destination-marketing awareness projects associated with the visitor and convention industry.

As part of the DMA West Foundation's mission to promote educational opportunities for destination marketers, the DMA West Foundation recommends specific webinars for your consideration and participation.

New Industry Research - Executive Summary Now Available 

MEASURING VISITOR CONVERSION FROM DMO SOCIAL MEDIA INVESTMENT + TRAVELER PROFILES OF DMO SOCIAL MEDIA AUDIENCES

The DMA West Education & Research Foundation retained Destination Analysts, Inc. to conduct a comprehensive research study to measure visitor conversion and estimate the economic impact of DMOs’ marketing to their audiences on major social media channels, including Facebook, Twitter and Instagram. The combined (blind) findings from all participating DMOs produced industry averages on DMO social media marketing impact and performance. This research also gathered important insights into DMO social media audiences to deepen the industry’s understanding of these traveler profiles and their content preferences.

Special thanks to the participating DMOs in this study: Albuquerque, Central Oregon, Huntington Beach, Lane County, Lubbock, Mesa, Oceanside, Oregon's Mt. Hood Territory, Park City, Portland, Salt Lake City, San Luis Obispo County, Sedona, Stockton, Temecula Valley, Tri-Valley, Vacaville, West Hollywood and Yosemite Mariposa County.

The executive summary of the study was released in late April 2019 and is available to destination marketers on a complimentary basis.

Executive Summary

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