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

New Research Study for 2018

Destination Analysts, on behalf of the DMA West Education & Research Foundation and participating DMO partners, will conduct 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. Thanks to our participating DMOs in this 2018 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 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. Other study partners include ADARA and TwoSix Digital.

“We are so thrilled to have been accepted - great news! We really appreciate the support of the DMA West Foundation in putting together this important study [Measuring Visitor Conversion from DMO Social Media Investment + Traveler Profiles of DMO Social Media Audiences]. Knowledge is power!” ~ Susan Thomas, CDME, Chief Marketing Officer, Visit Huntington Beach