The Institute for Tourism and Recreaton Research
Leisure Studies | Marketing | Recreation, Parks and Tourism Administration | Tourism and Travel
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.
zip-codes, nonresident zip-codes, designated marketing areas, Nielsen Media Research Company, DMA's, marketing, CVB
© 2011 ITRR
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.