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.
DescriptionRates for lodging and tours operated by the Fred Harvey Company including El Tovar, Bright Angel Cottages, Hermit Cabins, and Phantom Ranch.
The Concho Community Plan is an expression of how the residents of our community wish to see our community grow, develop and prosper. The entire region is experiencing rapid growth. Rather than allow this growth to be haphazard or of low quality, the Concho Community Plan sets forth guidelines to…
The Concho Community Plan is an expression of how the residents of our community wish to see our community grow, develop and prosper. The entire region is experiencing rapid growth. Rather than allow this growth to be haphazard or of low quality, the Concho Community Plan sets forth guidelines to assist in planning for orderly growth that meets its needs and standards. The Concho Community Plan addresses the current and future elements that the community indicated were the most pressing. It also utilizes the various established deed restrictions and proposes to base the zoning districts on them, thereby eliminating many conflicts and enhancing enforcement.