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Year 2017, Volume: 7 Issue: 3, 281 - 287, 01.09.2017

Michael Colin Cant Nadine van Rooyen

Abstract

The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?

Year 2017, Volume: 7 Issue: 3, 281 - 287, 01.09.2017

Michael Colin Cant Nadine van Rooyen

Abstract

The digital marketing world has become an everyday part of life for almost all businesses, and many incorporate social media and other electronic media into their strategies. It is also a known fact that many companies do not optimise these electronic media to its fullest due to a variety of reasons. The aim of this research study was to firstly investigate the awareness of Google AdWords and secondly to establish the use of Google AdWords among star-graded overnight accommodation establishments. The study was conducted among star-graded overnight accommodation establishments in the Western Cape, a strongly competitive market resulting in an increased need for targeted, affordable marketing tools. An empirical study was executed which enabled the quantitative capturing of the use of Google AdWords among these establishments thereby addressing of the research objectives in full. The result of this research study indicates that a general perception exists regarding Google AdWords as being difficult to use, thus deterring the adoption thereof among many establishments. This however, is countered by establishments that do make use of Google AdWords as an e-marketing tool, in that it is perceived as a successful e-marketing tool among these establishments.

Keywords

Google AdWords search engine optimisation star-graded overnight accommodation establishments

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Details

Other ID JA84VM57BZ
Journal Section Research Article
Authors

Michael Colin Cant This is me

Nadine van Rooyen This is me

Publication Date September 1, 2017
Published in Issue Year 2017 Volume: 7 Issue: 3

Cite

APA Cant, M. C., & Rooyen, N. v. (2017). The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?. International Review of Management and Marketing, 7(3), 281-287.
AMA Cant MC, Rooyen Nv. The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?. IRMM. September 2017;7(3):281-287.
Chicago Cant, Michael Colin, and Nadine van Rooyen. “The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?”. International Review of Management and Marketing 7, no. 3 (September 2017): 281-87.
EndNote Cant MC, Rooyen Nv (September 1, 2017) The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?. International Review of Management and Marketing 7 3 281–287.
IEEE M. C. Cant and N. v. Rooyen, “The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?”, IRMM, vol. 7, no. 3, pp. 281–287, 2017.
ISNAD Cant, Michael Colin - Rooyen, Nadine van. “The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?”. International Review of Management and Marketing 7/3 (September 2017), 281-287.
JAMA Cant MC, Rooyen Nv. The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?. IRMM. 2017;7:281–287.
MLA Cant, Michael Colin and Nadine van Rooyen. “The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?”. International Review of Management and Marketing, vol. 7, no. 3, 2017, pp. 281-7.
Vancouver Cant MC, Rooyen Nv. The Use of Search Engines in the Marketing of Accommodation Establishments: Adopt or Reject the Use of Google AdWords?. IRMM. 2017;7(3):281-7.