TY - JOUR
T1 - Understanding accommodation search query formulation
T2 - The first step in putting 'heads in beds'
AU - Pan, Bing
AU - Litvin, Stephen W.
AU - O'Donnell, Thomas E.
PY - 2007
Y1 - 2007
N2 - The internet affords enormous amounts of destination and accommodation information. A key tool relied upon to navigate the medium is the search engine. As such, accommodation marketers, primary target beneficiaries of this research, seek greater understanding of how search engine travel inquiries are conducted. Such knowledge would better inform online marketing campaigns and allow for more effective use of limited marketing dollars. This study analyzed 701 Excite.com accommodation search queries in order to identify such trends. The results suggest that travelers most often search for their accommodations simultaneously with other aspects of their travel, such as destinations, attractions, transportation and dining; and that most commence their search by seeking specific hotels in conjunction with their destination city. A sequential analysis also revealed the prevalence of switching behavior, with searches often reflecting swings between broad and focused research tacks. Marketing implications of these findings are discussed.
AB - The internet affords enormous amounts of destination and accommodation information. A key tool relied upon to navigate the medium is the search engine. As such, accommodation marketers, primary target beneficiaries of this research, seek greater understanding of how search engine travel inquiries are conducted. Such knowledge would better inform online marketing campaigns and allow for more effective use of limited marketing dollars. This study analyzed 701 Excite.com accommodation search queries in order to identify such trends. The results suggest that travelers most often search for their accommodations simultaneously with other aspects of their travel, such as destinations, attractions, transportation and dining; and that most commence their search by seeking specific hotels in conjunction with their destination city. A sequential analysis also revealed the prevalence of switching behavior, with searches often reflecting swings between broad and focused research tacks. Marketing implications of these findings are discussed.
UR - http://www.scopus.com/inward/record.url?scp=69949094116&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=69949094116&partnerID=8YFLogxK
U2 - 10.1177/1356766707081013
DO - 10.1177/1356766707081013
M3 - Article
AN - SCOPUS:69949094116
SN - 1356-7667
VL - 13
SP - 371
EP - 381
JO - Journal of Vacation Marketing
JF - Journal of Vacation Marketing
IS - 4
ER -