Journal
TOURISM MANAGEMENT
Volume 32, Issue 3, Pages 477-481Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2010.03.015
Keywords
Web analytics; Google Analytics; Time series; Online marketing; Ecommerce; eTourism
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Performance measurement of tourism websites is becoming a critical issue for effective online marketing. The aim of this article is to analyse the effectiveness of entries (visit behaviour and length of sessions) depending on their traffic source: direct visit, in-link entries (for instance, en.wikipedia.org), and search engine visits (for example, Google). For this purpose, time series analysis of Google Analytics data is made use of. This method could be interesting for any tourism website optimizer. (C) 2010 Elsevier Ltd. All rights reserved.
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