This course is for both experienced destination researchers and those early in their destination research careers, as well as general managers with research responsibilities.  This course will explore the fundamentals of research design, conducting or contracting research to support all the planning, marketing, advocacy, and management decisions for a typical Destination Management or Marketing Organization (DMO).

Participants will dive into types of research and methods used to support market creative planning, media planning and advertising tracking /monitoring/evaluation systems.  This course will also explore the fundamentals of evaluation research to monitor DMO activities and the impacts the DMO has on the local travel industry and the overall economy.  Finally, we will explore the common and expanded uses of Economic Impact Research and how it serves as an advocacy tool but can also provide both insights and targets for Economic Development and destination development master planning.

In this course you will review/expand your current DMOs’ research plan to support all the strategic, creative, media, marketing, and budget planning cycles that your  DMO completes in the course of it’s work.