An Analysis of Search Engine Use for Travel Planning

Abstract

Search engines have become a central part of the internet marketing strategy of tourism businesses and, as such, it is essential that destination marketing organizations have a substantial understanding of how search engines are used within the travel planning process. This study proposed a three stage framework for examining how online travellers use search engines and how aspects of the travel planning process shapes this use. A series of key relationships were examined based upon a national survey of American online travel planners. The findings provide significant insight into the role of search engines for travel planning.