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European tourist destinations on the internet search engines

Estrella Díaz 1*, Juan José Blázquez 2 and David Martín-Consuegra 3


Received: 28/10/2011 Accepted: 15/02/2012

 

 1Department of Marketing, University of Castilla-La Mancha, Ronda de Toledo, s/n. 13071-Ciudad Real, Spain; tel. +34 902 204 100 – Ext. 6439; fax. +34 902 204 130; e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2 Department of Marketing, University of Castilla-La Mancha, Avenida Real Fábrica de la Seda, s/n. 45600-Talavera de la Reina (Toledo), Spain; tel. +34 925721010 – Ext. 5652; fax. +34 902 204 130; e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
3 Department of Marketing, University of Castilla-La Mancha, Ronda de Toledo, s/n. 13071-Ciudad Real, Spain; tel. +34 902 204 100 – Ext. 3545; fax. +34 902 204 130; e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
* Corresponding author


Abstract
This paper examines the accessibility and visibility of tourist destinations in a search engine as an opportunity to influence destination competitiveness. The study employed a research design that simulates a traveller’s use of four search engines for travel planning by using the concept “tourism” and a set of pre-defined keywords in combination with European tourist destination names. The results of this research reveal that search engines index a great number of websites related to tourism, although the visibility of tourist destinations is extremely low.

 

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Keywords: destination competitiveness, online tourism domain, search engine, visibility
Citation: Díaz, E., J. J. Blázquez, D. Martin-Consuegra (2012) European tourist destinations on the internet search engines. European Journal of Tourism Research 5(2), pp. 171-175

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European Journal of Тourism Research