Benchmarking the Experiential Quality of Your Destination
Resonance was pleased to announce this year’s Best Quality Tourism Destinations in America at the Destination Marketing Association International’s annual convention in Minneapolis this week.
The 2016 U.S. Tourism Quality Index released at DMAI 2016 measures tourism’s supply-side performance and competitiveness in 121 cities across the United States. It reveals the top quality large, medium and small U.S. destinations based on the number of very good and excellent experiences in each city in six key areas: culture, entertainment, sightseeing, sports & adventure, culinary and lodging, as reported in key social media channels such as TripAdvisor and Yelp.
In our view, destinations should measure their success by not only the number of visitors and the spending they attract, but also by the quality of experiences they offer visitors and the quality of life enjoyed by residents (one should not come at a sacrifice to the other). The U.S. Tourism Quality Index allows destinations to do just that while also identifying areas of competitive advantage — and weaknesses — versus their competitive set.
Results of the 2016 U.S. Tourism Quality Index are calculated on both ‘overall’ and ‘indexed’ scales: the Overall Rankings measures the total number of quality experiences a destination offers; the Indexed Rankings creates a level playing field for smaller destinations by evaluating performance in terms of how many quality experiences are delivered per visitor (i.e. the number of quality experiences per 100,000 visitors).
While the Overall Rankings favor larger cities like New York, Los Angeles and Chicago — which have more experiences to review — they also provide a few surprises: San Diego, Austin, Orange County and Portland, Oregon all rank surprisingly high, given their relatively smaller size.
To view the full rankings of the best quality tourism destinations in America, download your free copy of the 2016 U.S. Tourism Quality Index. If you would like to learn more about how Resonance can help provide a customized Destination Assessment for your destination, visit www.resonanceco.com