ABSTRACT
This chapter explains the contributions of research to destination management. It describes the components of a destination management research agenda. The chapter discusses the steps in the destination management research process. It aims to define and differentiate between primary and secondary research. The chapter also explains how a destination conducts a potential market analysis. It presents the types of research projects that are done in a destination audit. The chapter examines performance measurement in destination management. It outlines the elements of a destination management research plan. The chapter identifies criteria for selecting research vendors. All destination management organizations (DMO) should develop an annual plan and a multi-year strategy for destination management research. The final step in the destination management research process is to communicate results and findings to DMO management, tourism stakeholders and other affected parties. DMOs should use a mixture of secondary and primary research. DMO staff members can be trained where to find secondary research.
