YOLCULARIN "BİLET" İLE İLİŞKİLİ SORGULARI KULLANILARAK HAVAYOLU PAZARINDAKİ AĞ ARAMA AMAÇLARININ KEŞFİ VE TANIMLANMASI: BİR GOOGLE TRENDS ÇALIŞMASI
EXPLORING AND IDENTIFICATION OF PASSENGERS' WEB SEARCH GOALS USING "TICKET" RELATED QUERIES IN THE AIRLINE MARKET: A GOOGLE TRENDS STUDY

Bahri Baran KOÇAK
2020 Pazarlama ve pazarlama araştırmaları dergisi  
The implications of information search behavior on the web have become clearer now that internet search engines data are publicly available. In this respect, understanding and exploring web search goals of users can lead search engines to provide better-personalized results, while enabling marketers to choose the right advertising objectives. It is of great importance that people's time-dependent web search goals of the purchasing of air tickets are revealed from a collective perspective in the
more » ... perspective in the airline market. Thus, this study aims to determine time-dependent web search goals of passengers for the airline market by examining different word variations in flight ticket queries. Thus, global search query data from different periods were obtained using Google Trends (GT). Independent samples t-test, One-Way ANOVA and MANOVA were performed to answer the research questions. According to the results of the research, passengers were mostly interested in using Google for transactional goals. This was followed by "locating" physical evidence in airline services. Besides, navigational searches of passengers appeared to differ significantly by hourly periods.
doi:10.15659/ppad.13.2.248 fatcat:tt2xidjmjfcdtapfivssvdmfpu