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Arizona Highways Magazine: Tracking Shifts in Reader Habits

ContributorsGinn, Diane Hart (Author) / Pryor, Debra (Author) / Meyers, Deborah (Of Partners In Brainstorms, Inc.) (Author) / Arizona. Department of Transportation. Research Center (Issuing body) / Arizona. Department of Transportation (Issuing body) / Partners in Brainstorms, Inc. (Publisher) / United States. Department of Transportation (Contributor) / United States. Federal Highway Administration (Contributor)

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.

Impact of Arizona Highways Magazine's Facebook Page

ContributorsPryor, Debra (Author) / Partners in Brainstorms, Inc. (Publisher)

Created2014-02

Description

Arizona Highways magazine is a powerful tool in highlighting, and presumably attracting tourists to, Arizona, and is particularly renowned for its photography. The publication currently has over one million readers and circulates in all 50 states and in two‐thirds of the world’s countries. In addition to the print publication, AHM…

Arizona Highways magazine is a powerful tool in highlighting, and presumably attracting tourists to, Arizona, and is particularly renowned for its photography. The publication currently has over one million readers and circulates in all 50 states and in two‐thirds of the world’s countries. In addition to the print publication, AHM utilizes electronic media, namely a website and Facebook Page, to reach customers and potential tourists. The Facebook Page enables users to engage in dialogue and interaction with each other—uploading photographs, sharing accounts of personal travel experiences, and reacting to specific AHM content—thereby personalizing their connection with the magazine and fellow users.

The Grand Canyon of the Colorado River in Arizona

ContributorsUnited States Department of the Interior (Publisher)

DescriptionBooklet with description of the Grand Canyon. Circa 1915.

Grand Canyon National Park Rules and Regulations

ContributorsEdwards, John H. (Author) / United States Department of the Interior (Publisher)

Created1926-04-02

DescriptionGrand Canyon National Park General Regulations.

Nature Notes of Grand Canyon, Vol. 3, No. 8

ContributorsUnited States Department of the Interior (Publisher) / United States National Park Service (Publisher)

Created1929-02-28

DescriptionMonthly bulletin, black and white, describing the natural history and scientific features of Grand Canyon National Park. This volume is dedicated in memoriam to Glen E. Sturdevant, park naturalist, and Fred Johnson, park ranger, who drowned while collecting specimens in the park.

Guide Leaflet of the West Rim Drive in Grand Canyon National Park

ContributorsIckes, Harold L. (Author) / United States Department of the Interior (Publisher)

Created1940

DescriptionGuide Leaflet No. 3 detailing the west rim drive in the Grand Canyon.

Desert View Drive in Grand Canyon National Park

ContributorsIckes, Harold L. (Author) / United States Department of the Interior (Publisher)

Created1933

DescriptionGuide Leaflet No. 1 detailing the desert view drive of the Grand Canyon.

Why Tourism Should Be Viewed as an Investment

ContributorsGarcia, Joseph (Author) / Morrison Institute for Public Policy (Publisher)

Created2011-08

Description

The state's decreasing funding in tourism is brought into question as research and data note that the investment more than pays for itself, but also can help fund schools, health care, road projects, law enforcement and other state programs.

Unlocking Resilience: The Key to Healthy Aging in Arizona

ContributorsHall, John Stuart (Author) / Zautra, Alex (Author) / Borns, Kristin (Author) / Edwards, Erica (Author) / Stigler, Monica (Author) / Toon, Richard J. (Author) / Welch, Nancy (Author) / Rasmussen, Eric (Author) / Morrison Institute for Public Policy (Publisher) / St. Luke's Health Initiatives (Phoenix, Ariz.) (Client)

Created2010-08

Description

This report follows The Coming of Age report produced in 2002 by some of the principals involved in this project, and published by St. Luke’s Health Initiatives. That research showed that Arizona had much to do to get ready for the baby boomer age wave. The results of Unlocking Resilience…

This report follows The Coming of Age report produced in 2002 by some of the principals involved in this project, and published by St. Luke’s Health Initiatives. That research showed that Arizona had much to do to get ready for the baby boomer age wave. The results of Unlocking Resilience from new survey data, interviews, and secondary research indicates Arizona still has much to do to prepare for aging and must make concrete policy decisions about aging.

Destination Flagstaff: How Important is the Flagstaff-Area Tourism Cluster?

ContributorsHeffernon, Rick (Author) / Andereck, Kathleen L. (Author) / Rex, Tom R. (Author) / Vogt, Christine A. (Author) / Flagstaff Convention and Visitors Bureau (Client) / Morrison Institute for Public Policy (Publisher)

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.

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