Departmental Bulletin Paper A Study on Effectiveness of Search Keyword Advertising to Attract Tourists Online

山本, 真嗣

Regional tourism is currently receiving a great deal of attention, but the methodology for effectively attracting visitors is still developing. To effectively attract tourists, several factors that affect travelers’ destination decisions must be examined. 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 Web site 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.

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