The Economic Impact of Arizona Highways Magazine (AHM) on State Tourism

The Arizona Highways Magazine (AHM) has shown a compelling influence on people’s decision to travel to and through Arizona. This study will assess the influence of the AHM brand on people's travel decisions to and through Arizona and will quantify its economic impact through tourism. The primary objective of the study is to determine and monetize the level of influence the AHM brand has on Arizona travel decisions made by out-of-state visitors and in-state residents.