Ironically, as destination marketing has become more information or data-driven, I’ve ended up using statistics and microeconomics to unwrap problems, select solutions etc.
More than a bit ironic. But two recent books Freakonomics and Superfreakonomics each co-authored by Steven Levitt and Stephen Dubner illustrate not only why using these tools is far more effective than raw anecdotal opinions, so-called conventional wisdom or intuition but also much more fun.
Statistics and micro economics let you look behind what appear to be cause and effect to determine what really works and what just appears to work.
So my advice to anyone who wants to jump ahead in destination marketing? Take statistics and microeconomics and of course history and a good dose of consumer behavior psych as very, very practical background.
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