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Created2016-09
Description
The primary mission of Arizona Highways magazine (AHM) is to promote travel and tourism in Arizona. The magazine has conducted a subscriber survey approximately every five years since the early 1990s, with the last survey conducted in 2009. However, no longitudinal analysis of survey data has ever been conducted to

The primary mission of Arizona Highways magazine (AHM) is to promote travel and tourism in Arizona. The magazine has conducted a subscriber survey approximately every five years since the early 1990s, with the last survey conducted in 2009. However, no longitudinal analysis of survey data has ever been conducted to identify trends over time. This study has provided information regarding the reading habits of AHM subscribers, their interest in AHM editorial content, and their opinions regarding their subscriber experience. Findings from the study also provided insights into AHM customer loyalty, engagement, and purchasing behaviors; the perceived value of subscribership and trust in the AHM brand as a credible source for travel information; reader likelihood of recommending AHM to others; and the influence of AHM on tourism. Finally, this study also provided information obtained from former AHM subscribers, including their primary reasons for nonrenewal and suggestions regarding benefits or offers that would encourage them to reconsider subscribing. Recommendations were developed to assist AHM in adjusting its scope and focus to respond to changing reader expectations and preferences, particularly those in the 25-54 age group, and to support ongoing improvement in AHM's marketing and promotion activities and customer service processes. The recommendations are presented within a suggested implementation plan consisting of short-, mid-, and long-term actions. The research findings can be used by AHM to inform development of subscriber acquisition and retention strategies and to ensure that business planning, editorial, and marketing strategies align with reader expectations of AHM regarding the inherent trust and credibility of its brand.
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ContributorsArizona Office of Tourism (Author)
Created2014
Description

Arizona’s travel and tourism industry is operating in a new landscape driven by sustained economic challenges, evolving demographics, emerging technology and shifts in consumer travel patterns. Thus the creation and importance of its 5-Year Strategic Plan is to lay the foundation upon which our agency will take the lead and

Arizona’s travel and tourism industry is operating in a new landscape driven by sustained economic challenges, evolving demographics, emerging technology and shifts in consumer travel patterns. Thus the creation and importance of its 5-Year Strategic Plan is to lay the foundation upon which our agency will take the lead and assist in the continued growth and prosperity of our industry over the next five years, further contributing to the overall economic development of the state.

ContributorsArizona Office of Tourism (Author)
Created2002 to 2012
Description

This report summarizes the performance of the Arizona tourism industry. Areas high‐lighted are: economic impact, visitation volume and profile data, lodging performance, National and State Park visitation volume, airport passenger traffic, and top attractions in Arizona.

ContributorsArizona Office of Tourism (Author)
Created2006 to 2014
Description

The goal of the national media plan is to incorporate the Office of Tourism's mission, brand dimensions and creative concepts into the media execution and selection; form smart and strategic alliances with tourism and non-traditional partners; and to extend its message through cohesive added-value programs.

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ContributorsRex, Tom R. (Author) / Arizona Indicators (Project) (Publisher) / Morrison Institute for Public Policy (Publisher)
Created2011-02-07
Description

Innovation—introducing something new—in the 21st century mostly derives from technological advances. Innovation drives the modern economy, leading to gains in productivity and prosperity. In this edition of Indicator Insight, author Tom Rex discusses innovation in Arizona in terms of human capital, financial capital, and high-technology employment.

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ContributorsRex, Tom R. (Contributor) / Arizona Indicators (Project) (Publisher) / Morrison Institute for Public Policy (Publisher)
Created2010-01-26
Description

Author Tom Rex discusses how the long downward trend in high-technology industries in Arizona continued over the last decade.

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ContributorsMelnick, Rob (Author) / Taylor, Suzanne (Author) / Welch, Nancy (Author) / Chapman, Jeffrey (Author) / Hall, John Stuart (Author) / Hogan, Tim (Author) / Rex, Tom R. (Author) / Hoffman, Dennis L. (Author) / Howard, Gail (Author) / Morrison Institute for Public Policy (Publisher)
Created2003-06
Description

Economic development leaders and public officials throughout the country are tending to the effects of a sour economy and huge state budget deficits when they would rather be creating quality jobs and new economy assets. According to the most prominent thinking on today’s knowledge economy, locally developed and exported technology

Economic development leaders and public officials throughout the country are tending to the effects of a sour economy and huge state budget deficits when they would rather be creating quality jobs and new economy assets. According to the most prominent thinking on today’s knowledge economy, locally developed and exported technology will be the primary economic differentiator between future winners and losers. Thus, with long-term fiscal and economic health at stake, the 50-state race is on for advantages and leadership in science and technology. This report sheds light on these issues through an overview of Arizona’s standing in science and technology today, short case studies of four competitors in the west, as well as Arizona, and ideas for Arizona’s leaders to consider as they strive to give our state an edge.

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Created2000-01
Description

Tourism is one of 12 industry clusters widely considered to be driving the Arizona economy according to the Governor’s Strategic Partnership for Economic Development (GSPED). The term "cluster" refers to a geographic concentration of interdependent companies, suppliers, products, labor pool, and institutions that together constitute an important competitive advantage for

Tourism is one of 12 industry clusters widely considered to be driving the Arizona economy according to the Governor’s Strategic Partnership for Economic Development (GSPED). The term "cluster" refers to a geographic concentration of interdependent companies, suppliers, products, labor pool, and institutions that together constitute an important competitive advantage for a region. In northern Arizona, tourism ranks as the predominant industry cluster. This paper provides a profile of the tourism cluster in Coconino County, with special focus on the Flagstaff area. It examines the cluster’s composition, relative size and importance to the regional economy. It addresses the cluster’s dynamics and requirements for growth. It reviews important national and worldwide trends affecting tourism in Arizona, as well as the special characteristics of gateway communities. And, finally, it presents a menu of actions to choose from for strengthening the cluster in both Flagstaff and Coconino County.