Research and analysis

Finally, sentiment analysis lets DMOs measure word of mouth on an undreamed-of scale

A destination’s brand is made of two things: the experiences a place offers and the stories people tell about them. What if you could see everything people are saying about their experiences in your destination, positive or negative? Start with the last 1,000,000...

Metrics mean relevance: Behold Door County’s data holy grail

Imagine being able to see exactly where your visitors come from, where they stay, and how much money they spend. Your marketing dollars don’t slip through your fingers, because your team can watch how effective their campaigns are on an interactive map. Better intel...

How do your residents feel about tourism? Visit Flanders studies local perceptions of carrying capacity

Visit Flanders is taking resident opinions about tourism seriously. The Belgian destination management organization (DMO) has released a report written by Vincent Nijs that describes resident perspectives about carrying capacity and the perceived value of tourism in...

Beware bad KPIs: Your DMO may not be reaching its full potential

Mar 10, 2017 | Destination marketing strategy, Research and analysis

It’s time to get specific about success. Destination marketing organizations (DMOs) need to focus all of their efforts...

Meet your visitors’ needs and avoid marketing myopia

Dec 23, 2016 | Destination marketing strategy, Research and analysis

In 1960, Theodore Levitt coined the term “marketing myopia” in Harvard Business Review as a cautionary description of...

Visitor empathy makes great experiences and good marketing: Strategic workshop with Limburg, The Netherlands

Nov 25, 2016 | Destination marketing strategy, Research and analysis

When you need information, go straight to the source. That’s why some of the most important research your destination...

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