The role of destination marketing organizations is changing, and with that comes a greater responsibility to understand and serve the needs of the communities that our tourism efforts serve. However, not every destination faces the same challenges, barriers or opportunities when it comes to resident sentiment. That’s why MMGY Travel Intelligence created a custom approach to measuring the perspectives of communities and residents.
Fielded to an online panel of destination residents, business owners and destination stakeholders, our Community Perspectives study leverages a battery of questions geared at better understanding overall sentiment around potential positive and negative impacts of tourism on a community. This survey also gives marketing organizations the opportunity to incorporate custom questions based on the unique topics and issues facing their destination.
"The results of our survey alerted us not only to potential hot buttons but also to the kinds of steps our office and industry could take to make our residents feel more positive about tourism. The results were so valuable in guiding our strategy that we're planning to make this an ongoing element of our annual research plan." – Cathy Ritter, Director, Colorado Tourism Office.
For more information on Community Perspectives: