Tourism professor shares the ‘triple bottom line’

Dr. Timothy Tyrrell, tourism professor at ASU’s College of Public Programs and Director of the Megapolitan Tourism Research Center at the Downtown Phoenix campus, recently spoke about destination marketing to the world’s largest association of convention and visitor bureaus.

He gave a presentation, “Are We Measuring the Right Things?” at the Destination Marketing Association International’s 94th annual Convention in July in Las Vegas.

Tyrrell outlined performance measures that go beyond traditional economic impacts of wages, profits and tax revenues. He introduced the notion of a “triple bottom line” accounting approach for destination marketing organizations.

The convention was attended by a record crowd of 775 destination marketing professionals, educators, students and industry partners from nearly 350 destinations and more than 315 exhibitors and sponsors.

The entire presentation can be viewed at http://mtrc.asu.edu/portal/videos/dmai-2008/.