Great point made yesterday at the Southeast Tourism Society's annual Marketing College by research guru Larry Gustke that there are three main reasons to do attraction research. There are, of course, accountability and ROI.
But his third was one that I hadn't considered...that being the ability to provide a service to our attraction partners. Especially in these trying economic times, there is a very real possibility that they have suspended their research. Some may have never even considered research, blindly relying on gut feel in providing experience to a travel consumer they think they know.
Partnering with our attractions to perform research that benefits us all...that's increased intelligence. And, it's that DMO relevance thing again, too.