OFFICIAL VISITOR GUIDE READERSHIP & CONVERSION STUDY
A COOPERATIVE RESEARCH PROJECT IN PARTNERSHIP WITH THE DMA WEST FOUNDATION
The DMA West Education & Research Foundation has partnered with Destination Analysts to assist DMOs and State Tourism Offices in developing a profile of travelers who use official Visitor Guides published by these organizations and estimate the Return on Investment these Visitor Guides bring to their respective communities. All Western US DMOs and state tourism offices are welcome to participate in this cooperative research program, which will not only provide the individual DMO/state tourism office with valuable insights and economic impact estimates on their official visitor guide, but provide industry averages from which to benchmark performance.
As an update to the same study conducted in 2013 (see findings below), this research will again use an online survey methodology to query requestors of the 2020 editions of participating DMOs and State Tourism Office’s visitor guides. While each participant will receive a custom report, the combined (blind) findings from all participating DMOs and State Tourism Offices will produce updated industry averages on official visitor guide impact and performance.