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Arizona Highways Magazine’s Impact on Tourism: Final Report 568
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    Final report
  • Abstract:
    The purpose of this study was to: 1) examine the affect of Arizona Highways Magazine (AHM) on tourism to and in Arizona; 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 due to it’s influence on travel. Findings suggest that: - A very high percentage of AHM subscribers have taken trips in Arizona over the past five years, with many visiting multiple times. As well, many in state subscribers have taken day trips in the state in the same time period, again often multiple times. - Most out-of-state subscribers stay for about a week when they visit, most often traveling with a spouse or partner. In state subscribers are much more likely than other groups to travel with friends. - Almost half of out-of-state subscribers stay in a hotel/motel while on their trips in Arizona, but quite a high percentage stay in a private home (friend or relative). - Out-of-state subscribers are very likely to visit friends and family during the visit (about two-thirds), but they also drive to view scenery, engage in natural area activities as well as cultural heritage activities, and shop. - Subscribers in general can be considered “product involved” when it comes to Arizona as a travel destination; they have very positive perceptions of the state as a destination and are very interested in learning more about it. - Subscribers use AHM fairly extensively as a source of travel information. They report the magazine has substantially increased their interest in Arizona travel, and is helpful with respect to making travel plans. Subscribers feel the photographs in the magazine especially increase their interest in traveling in Arizona. - About 35 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. Another 11 percent indicated they stayed some extra time due to AHM. - 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 and average of over $136.4 million annually over the past five years, and $34.7 million of those expenditures can be directly attributed to AHM and its influence on the travel behavior of out-of-state subscribers. Given AHM’s annual cost of $9.6 million, this amounts to a benefit/cost ratio of 3.6 to 1 at the very least.
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