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Lunch N Learn Webinar: A Decade of Data and Decisions: Visitor Spending as a Marketing Strategy
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When: Tuesday, January 19, 2016
12:00-1:00 pm
Where: Webinar
Contact: Janice Langlinais

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Lunch N Learn Webinar

A Decade of Data and Decisions: Visitor Spending as a Marketing Strategy
With Norma P. Nickerson, Ph.D., Research Professor and Director of the Institute for Tourism and Recreation Research (ITRR), The University of Montana


Tuesday, January 19, 2016 * Noon

Register By Clicking The Link Above

Registration Rates:
Regular Registration Rate: $40

Unable to watch Live? Purchase a Discounted Replay: $25

TTIA-ttra Texas Research Council Member Rate: Free (use Promo Code: R011916)


Cancellation Policy: there is no refund on Webinar registrations as TTIA will provide all registrants with the recording and slides from the webinar within one business day of the presentation. Thank you.

Grab some lunch and join us for a Lunch N Learn Webinar.

For our January Lunch N Learn Webinar, we welcome Norma Nickerson, Ph.D, Research Professor and Director of the Institute for Tourism and Recreation Research (ITRR), The University of Montana. Dr. Nickerson will present the findings from a decade of data collection and how that data was turned into destination marketing decisions. 

A decade of data and decisions: Visitor spending as a marketing strategy
Destinations worldwide, big and small have one thing in common – using travel & tourism as an economic engine within a community, a region, or an entire country. While the consumer is traveling to learn, relax, explore, or check off a box on their ‘bucket list,’ the destination’s goal is to make money by providing for the traveler. The purpose of this presentation is to explore how a destination has used visitor spending data as their tool in travel & tourism segmentation and marketing. In other words, Dr. Nickerson will share with us the findings from a decade of traveler spending data, how a destination takes theory and data and turns it into marketing practices, and how identifying market segments by spending contribution can allow for better targeting by travel & tourism promotional organizations. 

Joining Dr. Nickerson for this presentation are
Matt Clement, Marketing & Partnership Manager, Fort Worth CVB and Chairman of the TTIA-ttra Texas Research Council, and Nate Gieryn, Tourism Research Manager, Office of the Governor, Economic Development & Tourism. 

This webinar is a benefit of membership in the TTIA-ttra Texas Research Council and is free for council members. However, it is also available for non-members who wish to learn how to take theory and data to create marketing pactices. Click the link above to register.

Norma P. Nickerson, Ph.D., is Research Professor and Director of the Institute for Tourism and Recreation Research (ITRR), at The University of Montana. Dr. Nickerson and ITRR are responsible for Montana’s travel and recreation research including the economic impact of tourism, geotourism studies, visitor characteristics, public land tourism and recreation, market segmentations, and other niche studies related to tourism in Montana and surrounding areas.  Norma wears the hat of planner, budgeter, editor, presenter, writer, data collector, data analyzer, and student advisor in the hopes of keeping the Montana tourism and recreation industry up-to-date on all things tourism and recreation related.  She sits on the editorial board of the Journal of Travel Research and has served as president of the Greater Western Chapter of TTRA, as Chapter liaison for International TTRA, and recently completed a 5-year position on the Missoula Parks and Recreation Board appointed by the Mayor of Missoula.


As the Marketing & Partnerships Manager for the Fort Worth Convention & Visitors Bureau, Matt Clement plans and executes data-driven, multimedia marketing campaigns, manages strategic collaborations with local and regional business partners, and leads the FWCVB's research and analysis efforts.  Matt has a background in the casino gaming industry and has worked for the last 3 years as a destination marketer.  Prior to joining the Fort Worth team, his roles included Operations Manager for Experience Fayetteville (AR) and Assistant Director of Gaming for Oaklawn Racing & Gaming in Hot Springs, Arkansas.  He was recently appointed as Chairman of the TTIA-ttra Texas Tourism Research Council and received his Certified Destination Management Executive accreditation from DMAI in 2014.  


Nate Gieryn is the Tourism Research Manager for the Texas Office of the Governor, Economic Development & Tourism division and has been serving as part of that agency since 2005.  Nate directs the Texas Tourism research program which reports the latest Texas travel trends, travel industry statistics and performance measures for the divisionsadvertising and marketing campaigns.  In this role, he is also responsible for tourism development and planning projects often assisting convention and visitor bureaus, state and local government offices, hotels, attractions, airports and other travel industry partners.   Nate is active within the Travel and Tourism Research Association, most recently serving on the international board of directors and previously as president of the Texas Chapter now TTIA-ttra Texas Research Council.   He holds a Master of Science in Community and Regional Planning from the University of Texas at Austin and a Bachelor of the Arts in Geography with Honors from the University of Wisconsin at Madison. 


Thank you to our Presenting Webinar Sponsor


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