The impact of Arizona Highways Magazine's facebook page.

Details

• Creators:
  Pryor, Debra ; Ginn, Diane ; Meyers, Deborah ; Pryor, Kathleen
• Corporate Creators:
  Partners in Brainstorms, Inc.
• Corporate Contributors:
  United States. Federal Highway Administration
• Subject/TRT Terms:
  Evaluation And Assessment Social Media State Departments Of Transportation Tourism Travel Behavior Websites (Information Retrieval)
• Publication/ Report Number:
  FHWA-AZ-14-717 ; SPR-717
• Resource Type:
  Tech Report
• Geographical Coverage:
  Arizona
• Corporate Publisher:
  Arizona. Dept. of Transportation
• Abstract:
  This project examined the relationship between use of the Arizona Highways magazine (AHM) Facebook Page and the decision to
  
  travel to or within Arizona. Key purposes were to: (1) provide a thorough understanding of AHM Facebook Page users, including
  
  demographics and the relationships among magazine subscription, use of the AHM Facebook Page, and use of the AHM website;
  
  and (2) provide a thorough understanding of the AHM Facebook Page effectiveness, including users’ perceptions and preferred
  
  content, factors that encourage users to visit regularly, and the Page’s influence on users’ decisions to travel to or within Arizona.
  
  Criteria were established for assessing effectiveness of the AHM Facebook Page and were grouped into three focus areas: (1)
  
  growing the AHM Facebook Page community; (2) encouraging Page fans to visit the AHM website, to support the goal of increasing
  
  sales and subscriptions; and (3) using the AHM Facebook Page more effectively to encourage increased travel to and within Arizona.
  
  The study presents 26 recommendations in the three focus areas noted above, of which AHM has selected 10 as the highest priority
  
  for implementation. The research results can be used by ADOT, Arizona Highways magazine, and tourism industry professionals in
  
  developing content for their Facebook Pages that positively influences decisions to travel to or within Arizona. The project can also
  
  serve as a model for others who have interest in the use of social media.
  
  
• Format:
  PDF
• Funding:
  SPR-PL1 (179) 717
• Collection(s):
  US Transportation Collection
• Main Document Checksum:
  urn:sha256:6a44d5ff2297520960cf16f0783467b5e19b0f44e3529e7ee417c8a283393011
• Download URL:
  https://rosap.ntl.bts.gov/view/dot/27100/dot_27100_DS1.pdf
• File Type:
  [PDF - 5.39 MB ]