Destination Marketing Organizations like to say they are "the trusted source" for travel information. And, for the most part, DMOs are more trustworthy than other sources.
But, do consumers think so? After reviewing the results from an Iconoculture survey, it's hard to tell...as "DMO" was not one of the sources tracked by the researchers.
Even if they had, though, I'm pretty sure it wouldn't have rated as high as the two top answers: The Internet (62%) and Family & Friends (56%). The rest of the sources? No more than quarter of respondents called them "trusted sources."
Rather than fighting to become "trusted," I think I'd invest in being as visible in the spheres that are already trusted. And that means online and social.
You?
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