Assessing the dynamics of search results in Google

B. Pan, Z. Xiang, H. Tierney, D. Desenmaier, Chun Hung Roberts Law

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic research


Search engine marketing requires a substantive understanding of the dynamics of the search system in the travel information search context. The goal of this study is to explore the dynamic nature of online information space through Google as well as its direct impact on the traffic of a destination website. Utilizing a computer program to track Google search results, Google Trends, and a Destination Marketing Organization’s (DMO) website traffic data, this study identified the variation in information space as reflected by different queries related to Charleston, South Carolina. The results of regression analysis indicates that the web traffic of the Charleston Convention and Visitors Bureau website was strongly correlated with search volumes for certain queries and the ranking of some queries in Google.
Original languageEnglish
Title of host publicationInformation and communication technologies in tourism 2010 : proceedings of the International Conference in Lugano, Switzerland, February 10-12, 2010
Number of pages12
ISBN (Electronic)9783211994078
ISBN (Print)9783211994061
Publication statusPublished - 2010
EventInternational Conference on Information and Communication Technologies in Tourism -
Duration: 1 Jan 2010 → …


ConferenceInternational Conference on Information and Communication Technologies in Tourism
Period1/01/10 → …


  • Travel information search
  • Search engines
  • Search Engine Result Page
  • Ranking
  • Travel queries
  • Destinations
  • Search engine marketing


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