Destination Marketing Metrics: Research Takes a Vacation
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for the AMA’s Magazines and e-Newsletters.
While consumers study every facet of a product or service online prior to a purchase, digital tourism marketing agencies use market research to learn about the travelers they serve and where to spend their digital dollars. Destination marketing organizations across Canada are participating in a one-of-a-kind benchmarking program to create industry standards for measurement and to analyze trends in new media. Now that travel buying behavior has shifted online, agencies must adjust marketing tactics to reach 86% of customers who are researching and buying travel on the Web, according to research from Google and Ipsos MediaCT.
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