Using DMAs as a marketing tool: 2015 nonresident visitor data
Jorgenson J and Nickerson NP. 2016. Using DMAs as a marketing tool: 2015 nonresident visitor data. Research Report 2016-12. Institute for Tourism & Recreation Research. Missoula, MT
The purpose of this analysis was to extract zip code data from the 2015 nonresident visitor survey and compare the Designated Marketing Areas (DMA) represented to the 2010 nonresident visitor DMA for similarities and differences. Results indicate more similarities than differences in vacationer residencies, but some markets rose further up in ranking such as Spokane and Portland while Salt Lake City dropped in its visitor ranking. At the local CVB level, more differences between the two years emerged for Big Sky, Billings, Butte, Great Falls, Kalispell, and Whitefish.
- Type
- Published Report
- Authors
- Jorgenson, Jake; Nickerson, Norma
- Date of Issue
- 2016-08
- Publisher
- Institute for Tourism & Recreation Research
- Units
- GRYN
- Keywords
- Designated Marketing Areas (DMA), markets, nonresident visitor survey, vacationers, zip codes
- Subjects
- Ecological Framework: Human Use | Visitor and Recreation Use | Visitor Use