The Institute for Tourism and Recreation Research
The purpose of this analysis was to extract zip code data from the 2015 nonresident visitor survey and compare the Designated Marketing Areas (DMA) represented to the 2010 nonresident visitor DMA for similarities and differences. Results indicate more similarities than differences in vacationer residencies, but some markets rose further up in ranking such as Spokane and Portland while Salt Lake City dropped in its visitor ranking. At the local CVB level, more differences between the two years emerged for Big Sky, Billings, Butte, Great Falls, Kalispell, and Whitefish.
Designated Marketing Areas, DMA
© 2016 ITRR
Jorgenson, Jacob Daniel and Nickerson, Norma P., "Using DMAs as a Marketing Tool: 2015 Nonresident Visitor Data" (2016). Institute for Tourism and Recreation Research Publications. 339.