Designated Market Areas: Using Zip Codes as a Marketing Tool: 2008

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Institute for Tourism and Recreation Research Publications

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Bruns-Dubois, Melissa
The Institute for Tourism and Recreation Research; ScholarWorks at University of Montana
zip-codes; nonresident zip-codes; designated marketing areas; Nielsen Media Research Company; DMA's; marketing; travel regions; CVB; Economics; Leisure Studies; Marketing; Recreation, Parks and Tourism Administration; Tourism and Travel
report description
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 while the third subset explores visitors who indicated that at least one reason for their trip to Montana was to either purchase property or visit a second home or condo. 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.