Apache Junction is located at the scenic foothills of the Superstition Mountains. It has a rich cinematic history, a Western draw, and a banquet of outdoor attractions. Already, the city’s official population of roughly 39,000 residents doubles to nearly 80,000 each winter due to the seasonal migration of visitors from colder climates who primarily stay in recreational vehicles and mobile-home parks. However, city officials believe that beyond this influx, Apache Junction’s tourism industry is underperforming. This has in part to do with stereotypes about the community held by residents and visitors. These lingering negative perceptions within and outside of the city may discourage people from spending time and money in the city and overshadow its positive attributes.
With its “Positively AJ” campaign, Apache Junction aims to improve its image, attract business, and show that the city is a compelling year-round destination for both residents and non-residents. It is important to note that visitors are increasingly getting first impressions of destinations through online avenues and are making decisions based on their digital experiences. Further, having a strong understanding of assets, strengths, and opportunities helps destinations such as Apache Junction figure out what visitor market to target, both online and with a greater brand campaign.
This is where Arizona State University’s Project Cities enters the picture. Two fall 2017 courses, TDM 372 Tourism Planning and TWC 544 User Experience, enlisted in the program to support Apache Junction in strengthening the tourism component of Positively AJ. TWC 544 User Experience focused on Apache Junction’s website from the perspective of potential visitors. Students evaluated the visitor page of ApacheJunction’s website (ajcity.net) for issues and recommendations for improvement. Students determined that its visitor page is difficult to navigate and lacking in the relevant information. Because of these challenges, users may be driven away from the website and, as a result, may be discouraged from visiting Apache Junction. However, by improving navigation and website content, ajcity.net’s visitor page can help improve the city’s image and attract tourists. The students presented a series of recommendations for improvements, including repairing broken links, embedding related videos directly on the website, and putting the most relevant information—like sites to see, where to stay, and where to eat—within easy view. Improving such visitor content on the site is a top priority.