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The impact of consumer search behavior on search advertising in the hotel industry

Chapter


Abstract


  • This chapter proposes a conceptual framework to encapsulate our understanding of how consumers'search behavior influences the content in search advertising in the hotel industry. We suggest that firmscan better match consumers' preferences and needs by embracing a trade-off between price informationand product information in search advertising. The dynamics of this trade-off is driven by consumers'prior product knowledge and the type of advertisers in the competitive market. Our framework suggeststhat travel agents tend to focus more on price advertising in their search ads, whereas hotels do notchange their level of price advertising in a competitive market. More interestingly, competition fromtravel agents and hotels has different effects on the content of search advertising by travel agents andhotels. Our study provides critical insights in responding to different market conditions, which enhancethe understanding of firms' behaviors in designing their search advertising content.

Authors


  •   Lu, Qiang (external author)
  •   Yang, Yupin (external author)
  •   Akter, Shahriar

Publication Date


  • 2017

Citation


  • Lu, Q., Yang, Y. & Akter, S. (2017). The impact of consumer search behavior on search advertising in the hotel industry. Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 851-865). United States: IGI Global.

Scopus Eid


  • 2-s2.0-85018592445

Book Title


  • Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Start Page


  • 851

End Page


  • 865

Abstract


  • This chapter proposes a conceptual framework to encapsulate our understanding of how consumers'search behavior influences the content in search advertising in the hotel industry. We suggest that firmscan better match consumers' preferences and needs by embracing a trade-off between price informationand product information in search advertising. The dynamics of this trade-off is driven by consumers'prior product knowledge and the type of advertisers in the competitive market. Our framework suggeststhat travel agents tend to focus more on price advertising in their search ads, whereas hotels do notchange their level of price advertising in a competitive market. More interestingly, competition fromtravel agents and hotels has different effects on the content of search advertising by travel agents andhotels. Our study provides critical insights in responding to different market conditions, which enhancethe understanding of firms' behaviors in designing their search advertising content.

Authors


  •   Lu, Qiang (external author)
  •   Yang, Yupin (external author)
  •   Akter, Shahriar

Publication Date


  • 2017

Citation


  • Lu, Q., Yang, Y. & Akter, S. (2017). The impact of consumer search behavior on search advertising in the hotel industry. Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 851-865). United States: IGI Global.

Scopus Eid


  • 2-s2.0-85018592445

Book Title


  • Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Start Page


  • 851

End Page


  • 865