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DestinationMAP XV, published in 2013, is the latest in a continuing series of brand image/marketing studies conducted among a national sample of major meeting and convention decision makers. DestinationMAP covers 40 major destinations in North America and is conducted every two years. Volume I covers the "Meeting Patterns and the Selection Process," while Volume II covers the "Attitudinal, Image, Meeting Patterns and Market Impact Findings."
Of the 60 measurements covered in Volume II, Las Vegas ranks No. 1 on 21 and ranks No. 2 - 5 on an additional 23.
Of the 22 image attributes covered for convention centers, the Las Vegas Convention Center ranks No. 1 on 11 and ranks No. 2 - 5 on an additional 10.
With respect to reputation, Las Vegas ranks No. 1 for being "good for large trade shows," "good for international conventions which draw worldwide" and "new/expanded convention center."
In two of the most important measures in the study, Las Vegas ranks No. 2 for "major meetings (300 or more delegates) in the past three years". Additionally, Las Vegas ranks No. 3 with respect to where meeting planners report they "intend to hold a major meeting in the next three years."
Of the 26 travel destination image attributes covered, Las Vegas ranks No. 1 on seven attributes and No. 2 - 5 on an additional seven:
No. 1 - Inexpensive to get to
No. 1 - Not necessary to rent a car
No. 1 - Good nightlife
No. 1 - Easy for delegates to get to
No. 1 - Popular place
No. 1 - Adequate number of hotel rooms
No. 1 - Good hotels
No. 2 - Good restaurants
No. 3 - Convenient airline service
No. 4 - Good value for the money
No. 5 - Different / unique
No. 5 - Moderate food and lodging cost
No. 5 - Variety of things to do
No. 5 - Willing to provide financial/other concessions