Research Visit Jackson will continue to utilize data as a resource for making targeted sales and marketing decisions. In FY 2019, Visit Jackson incorporated the Destination International’s Event Impact Calculator (DIEIC) to measure the economic value of events and calculate its return on investment (ROI). This instrument will continue to be utilized in FY 2021 to evaluate events and their impact on the local economy. To support tourism marketing and convention sales decisions, Visit Jackson plans to invest in research, analytics, and marketing insights for the Jackson tourism industry. This will allow us to understand better the size and value of the travel industry in the city of Jackson, insights about our visitors, and key origin markets to inform strategies for marketing and programs. This type of information allows the Bureau to target visitors in those destinations that have an affinity to travel to Jackson. Strategy: • Contract with a leading destination tourism market research partner to acquire prior year visitor profile data and fiscal year 2021 market shift trends. • Conduct a Resident Sentiment Study (Examines public perceptions from all sides, including the positives and negatives of economic development, environmental impacts, over-tourism, quality of life and other areas) • Partner with a research organization to develop and maintain a database dashboard which will include research strategist support.
40
