Designated Market Areas: Using Zip Codes as a Marketing Tool

Authors

Norma P. Nickerson, The University of Montana-MissoulaFollow
Jake Jorgenson, The University of Montana-MissoulaFollow

Document Type

Report

Publisher

The Institute for Tourism and Recreaton Research

Publication Date

9-1-2011

Disciplines

Leisure Studies | Marketing | Recreation, Parks and Tourism Administration | Tourism and Travel

Abstract

This report converts zip codes of nonresident visitors to Montana into 210 Designated Market Areas and provides an investigation of four population segments. The first analysis looks at DMA representation divided by visitors’ primary reason for being in Montana with vacationers as the primary focus. The second section looks at repeat and first time vacationers to Montana. Finally, the zip codes of vacationers who spent at least one night in a selected travel region or CVB county were chosen for further analysis.

Keywords

zip-codes, nonresident zip-codes, designated marketing areas, Nielsen Media Research Company, DMA's, marketing, CVB

Comments

Technical Completion Report 2011-4

Rights

© 2011 ITRR

Recommended Citation

Nickerson, Norma P. and Jorgenson, Jake, "Designated Market Areas: Using Zip Codes as a Marketing Tool" (2011). Institute for Tourism and Recreation Research Publications. 233.
https://scholarworks.umt.edu/itrr_pubs/233