Measuring Visitor Conversion from DMO Social Media Investment

Study Findings to be Presented at March 2019 Tech Summit

Destination Analysts, on behalf of the DMA West Education & Research Foundation and participating DMO partners, has been 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 19 participating western DMOs will produce industry averages on DMO social media marketing impact and performance. This research is also gathering important insights into DMO social media audiences, which deepens the industry’s understanding of these traveler profiles and their content desires. The study findings will be presented at the 2019 Tech Summit in Albuquerque.