DMO Visitor Guide User and Conversion Study
The DMA West Education & Research 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.
In 2016, the DMA West Education & Research Foundation partnered with Destination Analysts to conduct a year-long Website User & Conversion Study on DMO websites. The Foundation’s overarching goal for commissioning this study was to examine travelers who use DMO websites in order to develop a profile of these users, and to measure the extent that this marketing asset converts its users to actual visitors of the destination it promotes. DMA West member DMOs were invited to participate in this cooperative research project. In total, thirteen (13) DMOs undertook this research.