search query: @indexterm Advertising / total: 1883
reference: 54 / 1883
| Author: | Xiang, Z. (et al.) |
| Title: | Assessing the visibility of destination marketing organizations in Google: a case study of convention and visitor bureau websites in the United States |
| Journal: | Journal of Travel & Tourism Marketing
2010 : OCT-NOV, VOL. 27:7 p. 694-707 |
| Index terms: | internet USA advertising |
| Freeterms: | destination marketing search engine marketing |
| Language: | eng |
| Abstract: | This research paper aims to develop a process to evaluate the visibility of DMO websites in one of the major search engines (i.e., Google). A sample of 18 cities in USA were selected to be used as case studies of the visibility of their convention and visitor bureau (CVB) websites in association with travel queries identified using Google Adwords Keyword Tool. The results suggest that there are substantial differences in the relative positions of CVB websites on Google. Particularly, there seems to be a huge gaps among the search domains within CVB websites in terms of visibility to online travelers and volume of search within those domains. |
SCIMA