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The impact of Arizona Highways Magazine's facebook page.
  • Published Date:
    2014-02-01
  • Language:
    English
Filetype[PDF-5.39 MB]


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The impact of Arizona Highways Magazine's facebook page.
Details:
  • Resource Type:
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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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