The dynamics of search engine marketing for tourist destinations

Bing Pan, Zheng Xiang, Chun Hung Roberts Law, Daniel R. Fesenmaier

Research output: Journal article publicationJournal articleAcademic researchpeer-review

86 Citations (Scopus)


Search engine marketing (SEM) has become an important strategic tool for online destination marketing. Because of the dynamic relationships among travelers as information searchers, search engines, and the online tourism domain, the authors argue that a new dynamic model must be developed that captures these relationships to better inform SEM practices. The goals of this paper are twofold: (1) to synthesize research related to SEM in tourism and related fields and (2) to present a model that describes the evolving dynamics in search engine marketing. The implications of the model for tourism marketing and research are discussed.
Original languageEnglish
Pages (from-to)365-377
Number of pages13
JournalJournal of Travel Research
Issue number4
Publication statusPublished - 1 Jan 2011


  • destination marketing
  • Internet
  • search engine marketing
  • tourism marketing
  • travel information search

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management


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