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Article

Open Access

Comparative Study on the Effectiveness of Keyword Search Advertising to Provide Tourists Information

Author(s)

Masahide Yamamoto

Full-Text PDF Download XML 870 Views

DOI:10.17265/2328-2169/2017.08.001

Affiliation(s)

Nagoya Gakuin University, Nagoya City, Japan

ABSTRACT

Regional tourism is currently receiving a great deal of attention in Japan. When contemplating regional revitalization through tourism, an important key is to attract tourists more effectively at a lower cost. In this study, I conducted a survey on attracting tourists online and measured the effect. I displayed ads on search results of keywords related to regional tourism, such as “tourism Noto”, “Noto tourism”, and “Nanao tourism”, and used these ads to attract participants. First, I developed a website to introduce tourism and gourmet information about the Noto region. Then, I measured the percentage of visitors who visited a download (PDF brochure) site through the keyword advertising described above. The keyword advertising was classified into two categories, and the relative cost-effectiveness of each category was examined through a comparison.

KEYWORDS

tourism, tourist information, keyword advertising, weblog

Cite this paper

Journal of Tourism and Hospitality Management, July-Aug. 2017, Vol. 5, No. 4, 135-143 doi: 10.17265/2328-2169/2017.08.001

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