Travel Queries on Cities in the United States: Implications for Search Engine Marketing for Tourist Destinations
نویسندگان
چکیده
Given the growing importance of search in online travel planning, marketers need to better understand the behavioural aspect of search engines use. Built upon a number of previous studies, the goal of this research is to identify patterns in online travel queries across tourist destinations. Utilizing transaction log files from a number of search engines, the analysis shows important patterns in the way travel queries are constructed as well as the commonalities and differences in travel queries about different cities in the United States. The ratio of travel queries among all queries about a specific city seems to associate with the “touristic” level of that city. Also, keywords in travelers’ queries reflect the images of the city and those of its competitors. This paper offers insights into the way tourism destinations are searched online as well as implications for search engine marketing for destinations.
منابع مشابه
Travel Queries on Cities in the United States: Implications for Search Engine Marketing in Tourism
Given the growing importance of online search in travel planning, marketers need to better understand the behavioural aspect of travel planning using search engines. The goal of this study is to identify patterns in online travel-related queries across tourist destinations. Utilizing transaction log files from a number of search engines, the analysis indicates both commonalities and differences...
متن کاملAssessing the Visibility of Destination Marketing Organizations in Google: A Case Study of Convention and Visitors Bureau Websites in the United States Running Head Title: Visibility of DMO Websites in Google
Search engines are playing an increasingly dominant role in providing access to tourism information on the Internet. As such, it is argued that destination marketing organizations (DMOs) must have a substantial understanding of the visibility in search engines in order to create competitive positions within this important marketplace. The goal of this study was to develop a process to assess th...
متن کاملThe Dynamics of Search Engine Marketing for Tourist Destinations
Search engine marketing (SEM) has become an important strategic tool for destinations and tourism organizations to promote and advertise online. Due to the dynamic and constantly evolving relationships among travelers as information searchers, search engines, and the online tourism domain, the authors argued that a new model must be conceived to capture these relationships in order to better in...
متن کاملBenchmarking the Visibility the 50 State Tourism Offices in Google: Implications for Search Engine Marketing for DMOs
Search engines have become an important channel for destination marketing organizations (DMOs) to communicate and promote their products. This study examine the visibility of the websites of the 50 US state tourism offices. Specifically, website visibility is measured by their rankings among other search results in Google based upon a number of most frequently used queries. By comparing website...
متن کاملForecasting Chinese tourist volume with search engine data
The queries entered into search engines register hundreds of millions of different searches by tourists, not only reflecting the trends of the searchers' preferences for travel products, but also offering a prediction of their future travel behavior. This study used web search query volume to predict visitor numbers for a popular tourist destination in China, and compared the predictive power o...
متن کامل