This podcast episode introduces the pivotal concept of "JOMO travel," or the joy of missing out, as a counterbalance to the prevailing fear of missing out (FOMO) in contemporary society. Our esteemed guest, Joseph St. Germain, Ph.D., president of Downs and St. Germain Research, expounds upon the significance of relaxation in travel amidst an increasingly hectic lifestyle. St. Germain articulates how the act of traveling can facilitate profound connections with oneself and others, thereby enriching the human experience. He further explores the essential role of market research in understanding consumer preferences, which can ultimately guide destination marketers in crafting more resonant campaigns. Through a series of insightful discussions, we delve into the transformative potential of tourism and its ability to foster meaningful engagement with diverse audiences.

IN THIS EPISODE

• 00:07 - Introduction to Aqua Talks
• 02:56 - Understanding Tourism Trends: The Joy of Missing Out
• 07:43 - Journey into Tourism: Understanding Human Behavior
• 12:57 - Understanding Destination Appeal
• 23:21 - Understanding Brand Perception in Tourism Marketing
• 28:24 - The Importance of Research in Tourism

KEY TAKEAWAYS

• The podcast emphasizes the significance of understanding consumer behavior in tourism marketing, which is vital for effective strategy development.
• In the current marketing landscape, the concept of 'JOMO' or 'Joy of Missing Out' highlights the increasing desire for relaxation and meaningful connections during travel.
• The integration of complex data techniques such as structural equation modeling is essential for discerning key variables that influence visitor satisfaction and marketing decisions.
• Destinations must continuously adapt their branding strategies to align with evolving consumer values, particularly among younger generations seeking authenticity and unique experiences.

ABOUT OUR GUEST

Joseph St. Germain (LinkedIn)

Joseph St. Germain, Ph.D., is President and Partner at Downs & St. Germain Research, a full-service market research firm based in Tallahassee, Florida. Since joining the firm in 2007, he has helped lead its evolution from Kerr & Downs Research into a nationally recognized consultancy serving clients that range from local businesses and associations to Fortune 500 companies and government agencies.

With advanced degrees in educational psychology, Joseph brings a unique perspective to research—using numbers not just to measure, but to tell compelling stories. He is highly skilled in predictive modeling, survey design, and multivariate statistical techniques, as well as focus group moderation. His ability to translate data into clear insights and actionable strategies has guided organizations across a wide range of industries.

Beyond his client work, Joseph has taught at Flagler College’s Tallahassee campus and is active in professional and community leadership roles, including Leadership Tallahassee. Known for his approachable style and deep expertise, he blends technical rigor with a practical, results-driven outlook, helping decision-makers better understand audiences and make smarter choices.