TTRA DMO Travel and Tourism Research 100 Course
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.
The course covers the following seven modules:
- DMO Research Introduction
- DMO Research – Concepts and Measures
- Business Planning Cycles
- Research to Support DMO Decisions
- DMO Research – Economic Impact Analysis
- DMO Marketing Research – Key Decisions and Tools
- DMO Accountability Research Methods
Member – $395
Non Member – $520
Member – $495
Non-Member – $620
Member – $595
Non- Member – $720
The next offering will be held at the CenStates Chapter conference in Wichita, Kansas on September 18, 2019.
Who is the target audience?
Anyone responsible for oversight of or conducting travel related market research, travel industry tracking, or DMO accountability measurement. In this class, we tend to focus on management and marketing decisions and the research that delivers the needed information. We also explore design and management of the research function.
Should someone at a research firm attend?
If the research firm has travel industry clients (and especially less experienced staff in travel research) they would find this class of use. Your instructors have managed multi million dollar travel industry related research programs and will offer many insights.
Should someone from academia attend?
This class helps fill the gaps that you don’t get in a traditional academic setting. It is a also a good fit for those with on-the-job or “different track” training with insights on how our field came to be and the challenges we’ve overcome to get us where we are.
Is it a true 100 class (for beginners only) or is it appropriate for someone with experience?
In this class, we cover both theory and practice. The class is appropriate for both early-career and experienced researchers. Experienced researchers may be unfamiliar with specific issues for travel measurement or may have good experience in practice without the underlying theory/reasons why some research is done a certain way. Experienced researchers have attended before and commented they both learned reasons why certain research was conducted a certain way or said they now saw different elements of research and measurement in a different applied light.