Abstract
This study conducted a survey for attracting tourists online and measured its effect. I displayed ads on keyword search results related to regional tourism and used these to attract participants. 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 their relative cost-effectiveness was examined through a comparison. Considering each ad group, ad group 1, which was displayed for tourism-related keywords such as “Noto tourism” and “Nanao tourism”, cost 50,831 yen, there were 622 clicks. Ad group 2, which was displayed for keywords related to the region and history or to castles, cost 19,596 yen, and there were 339 clicks. Comparing the two ad groups, ad group 2 was superior to ad group 1 in the cost-effectiveness.
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Acknowledgements
This work was supported by JSPS KAKENHI Grant Number JP15K01970.
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Yamamoto, M. (2019). A Comparative Study on Search Keyword Advertising to Attract Tourists. In: Xu, J., Cooke, F., Gen, M., Ahmed, S. (eds) Proceedings of the Twelfth International Conference on Management Science and Engineering Management. ICMSEM 2018. Lecture Notes on Multidisciplinary Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-93351-1_55
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DOI: https://doi.org/10.1007/978-3-319-93351-1_55
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