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In today's digitally driven landscape, the internet reigns supreme as travelers' primary information source. Destination marketing organizations (DMOs) recognize the pivotal role of their websites in attracting visitors. To remain competitive and meet their organizational goals, DMOs must prioritize usability testing – a critical process that leads to audience-focused, results-driven solutions.
Usability testing is a methodical evaluation of a website's user experience, achieved by observing real users as they navigate the site. This invaluable step grants DMOs insights into their target audience's interactions with the website, uncovering pain points and guiding necessary improvements.
Here's why usability testing stands as an indispensable practice for destination marketing websites:
Elevates the User Experience: Usability testing identifies website areas that may bewilder or frustrate users. Addressing these issues fosters a more
Do you want to build better content? Let’s start with inclusion.
Destinations have a story to tell. Whether it’s horseback riding through an oak-dotted ridge in Branson, listening to the rollicking sounds of jazz in New Orleans or the thrill of skiing down a snowy slope in Vail, destinations bring purpose to place.
To provide better context to this purpose, we must keep the traveler in mind. Readers who recognize their identities and experiences within content are more apt to explore destinations with a sense of trust and hopefully feel more encouraged to return.
In this post, we’ll walk through a few mindful ways to create expansive, inclusive stories.
Define Your Content’s Purpose
If you’ve watched a Pixar movie, you likely have noticed its vibrant narratives and
The Miles Scholarship Program for Southeast Tourism Society's Marketing College is now open! Miles will award 14 scholarships for the 2024 session, selecting one tourism industry professional in each of the 14 STS member regions: Alabama, Arkansas, District of Columbia, Florida, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia and West Virginia. The 2024 application period will be open through Friday, March 15, 2024, at 5 p.m. ET.
Marketing College is a premier one-week intensive education program designed for both new and established tourism professionals. During the program, students will attend lectures and discussion groups, and have one-of-a-kind networking opportunities throughout the week. Courses focus on industry-specific topics such as market research, product development, economic impact, advocacy and branding. Marketing College professors are seasoned industry members from across the U.S. who bring not only expertise, but real-world