Online Competitive Information Space for Hotels: An Information Search Perspective

Research output: Journal article publicationJournal articleAcademic researchpeer-review

13 Citations (Scopus)

Abstract

With the continuous growth of the Internet and emergent channels in online marketing and distribution, it is important to understand the new technological environment for the hotel industry. The goal of this study was to investigate the competitive information space for hotels reflected via one of the dominant search tools on the Internet (i.e., Google). A series of content analysis and data mining exercises were conducted to examine the composition and structure of the information space as well as the visibility of hotel websites among Google search results. Results of this study clearly show that hotels are facing challenges when competing with other websites in gaining online customers' attention. Also, it demonstrates the gaps existing among hotel brands in terms of their visibility to online customers. Implications for online marketing and distribution strategy for the hotel industry are discussed.
Original languageEnglish
Pages (from-to)530-546
Number of pages17
JournalJournal of Hospitality Marketing and Management
Volume22
Issue number5
DOIs
Publication statusPublished - 30 May 2013

Keywords

  • competitive analysis
  • electronic distribution
  • Internet marketing
  • search engine marketing
  • visibility

ASJC Scopus subject areas

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing

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