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Full-Text Articles in Business
Designated Market Areas: Using Zip Codes As A Marketing Tool, Norma P. Nickerson, Jake Jorgenson
Designated Market Areas: Using Zip Codes As A Marketing Tool, Norma P. Nickerson, Jake Jorgenson
Institute for Tourism and Recreation Research Publications
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.