United States Department of Transportation
i
The impact of Arizona Highways Magazine's facebook page.
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2014-02-01
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[PDF-5.39 MB]
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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.
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