European tourist destinations on the internet search engines

Authors

  • Estrella Díaz Department 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: estrella.diaz@uclm.es
  • Juan José Blázquez 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: juan.blazquez@uclm.es
  • David Martín-Consuegra 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: david.martin@uclm.es

Keywords:

destination competitiveness, online tourism domain, search engine, visibility

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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Published

2012-10-01

How to Cite

Díaz, E., Blázquez, J., & Martín-Consuegra, D. (2012). European tourist destinations on the internet search engines. European Journal of Tourism Research, 5(2), 171–175. Retrieved from https://ejtr.vumk.eu/index.php/about/article/view/106