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The impact of Arizona Highways Magazine's facebook page.

File Language:
English


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:
  • 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
  • Download URL:
    https://rosap.ntl.bts.gov/view/dot/27100/dot_27100_DS1.pdf
  • File Type:
    Filetype[PDF - 5.39 MB]
  • Collection(s):
    US Transportation Collection
  • Main Document Checksum:
    urn:sha256:6a44d5ff2297520960cf16f0783467b5e19b0f44e3529e7ee417c8a283393011
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