New Research Study Underway for 2018

Measuring Visitor Conversion from DMO Social Media Investment + Traveler Profiles of DMO Social Media Audiences

Destination Analysts, on behalf of the DMA West Education & Research Foundation and 19 participating DMO partners, is conducting a cooperative 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 will produce industry averages on DMO social media marketing impact and performance. This research will also gather important insights into DMO social media audiences, which deepen the industry’s understanding of these traveler profiles and their content desires.