College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Brian Greenwood, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department
Digital marketing has become a vital player for companies, especially destination marketing organizations (DMOs), by helping them grow and expand their brand image. Digital marketing includes email, social media, and search-engine marketing. The purpose of this study was to examine Visit Music City’s (Nashville’s DMO) digital media marketing tactics. Nashville Convention & Visitors Corp (NCVC) is the company that is behind the brand Visit Music City. The research was conducted utilizing information from NCVC’s website and social media platforms (Facebook, Instagram, Pinterest, Twitter, TripAdvisor, and YouTube). Visit Music City sends a weekly newsletter called Amplify, they have a strong social media presence, and they show up organically in Google searches. The researcher recommends that Visit Music City increases the number of photos in Amplify, prioritizes raising social media engagement rates, and updates their keywords on their website.