Research

How Research Reveals Opportunity

Tourism marketing research touches every program at the Missouri Division of Tourism, providing a road map for making informed marketing decisions and monitoring the success of the division’s strategies.

Tourism marketing research touches every program at the Missouri Division of Tourism (MDT), providing a road map for making informed marketing decisions and monitoring the success of the division’s strategies. This same research can help Destination Marketing Offices around the state better understand Missouri’s travelers and compare key performance indicators for their area to both peer destinations and the state overall.

By utilizing research intelligence to define the most valuable target audiences, the research then guides the placement of media in those identified markets and allows MDT to maximize limited resources by buying media more effectively and efficiently.

Further, by contracting with professional research companies for relevant, custom studies and partnering with other states or Missouri destinations, the MDT research team obtains information to track trends, analyze performance measurements and provide realistic performance results for the division and the industry.