Can Google Trends data provide information on consumer’s perception regarding hotel brands?
نویسندگان
چکیده
Previous studies show that search engine query data is a valuable predictor for tourism demand forecasting. The goals of this study are to identify the current positions hotels in perception customer and propose method practitioners increase visibility consumer's mind hotel brands. used volume travel queries 30 chains Turkey constructed from Google Trends analyzed time series (2014–2018). To visualize position brands was conducted social network analysis techniques. results regarding reveal positioning consumer’s hotels. offers useful. In addition, proposes practitioners. Tourism businesses could use its place change consumer over years.
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ژورنال
عنوان ژورنال: Information Technology & Tourism
سال: 2022
ISSN: ['1098-3058', '1943-4294']
DOI: https://doi.org/10.1007/s40558-022-00220-1