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The impact of Arizona Highways Magazine on tourism.

Filetype[PDF-730.82 KB]


  • English
    • Details You May Also Like

    Details:

    • Creators:
      Andereck, Kathleen L.
    • Corporate Creators:
      Arizona State University
    • Corporate Contributors:
    • Subject/TRT Terms:
    • Publication/ Report Number:
      FHWA-AZ-12-686-1
    • Resource Type:
      Organization Info
    • Geographical Coverage:
      Arizona
    • Edition:
      Final report.
    • Corporate Publisher:
      Arizona. Department of Transportation
    • Abstract:
      The purpose of this study was to: 1) examine the effect of Arizona Highways Magazine (AHM) on tourism, 2) determine trip

      characteristics of AHM subscribers traveling in Arizona, and 3) calculate a benefit/cost ratio for AHM based on the

      magazine’s cost and revenues as well as the value-added economic impact. Findings suggest that:

      -AHM subscribers are demographically similar to other people with an interest in Arizona as a travel destination with

      the exception of age and related variables: AHM subscribers are older.

      -A very high percentage of AHM subscribers have taken trips in Arizona over the past five years, with many visiting

      multiple times. Most out-of-state subscribers stay for one to two weeks when they visit, most often traveling with a

      spouse or partner.

      -Subscribers use AHM fairly extensively as a source of travel information.

      -About 29 percent of out-of-state subscribers who visited in the past five years indicated that AHM influenced them to

      visit Arizona on their most recent trip.

      -In addition to its influence on visitors’ decision to select Arizona as a destination, the magazine especially influenced

      decisions related to specific destinations or attractions and choices regarding travel routes.

      -Subscribers have spent an average of over $195.2 million on travel annually over the past five years, and $41.5

      million of those expenditures can be directly attributed to AHM and its influence on the travel behavior of out-of-state

      subscribers. This amounts to a benefit/cost ratio 7.8 to 1 at the very least.

    • Format:
      PDF
    • Funding:
      SPR-PL 1 (175)
    • Collection(s):
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