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| Author: | O'Connor, P. |
| Title: | Pay-per-click search engine advertising: are hotel trademarks being abused? |
| Journal: | Cornell hospitality quarterly: hospitality leadership through learning
2009 : MAY, VOL 50:2 p. 232-244 |
| Index terms: | marketing advertising trade marks hotel and catering industry placement |
| Freeterms: | search engines |
| Language: | eng |
| Abstract: | The study investigates how the trademarks are used in hotel searches in search engines. Specifically, the paper examines the legal and ethical position surrounding the use of trademarks in paid search engine advertising. The study was made using selected sample of 90 hotel properties worldwide. The searches were made on two leading search engines to examine whether third parties were using hotel trademarks in their paid placement. This means that the third party has paid for the placement by bidding on the hotel's trademarks and also using these trademarks in their advertising copy. The findings reveal that hotels are performing well in terms of search engine optimization, because in the majority of cases, the hotel's direct website appears either first or in the top of ten of organic listings on searches for the hotels name and location. In addition, the reason if hotels perform well in organic search is usually consequence of paid listings abusing their trade names. |
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