Google Trends As a Tool of Tourism Market Research: a Case Study of Brazil

• Main Authors: JEN, ANA BENITA, 任玫
• Other Authors: LIN,YU-SEN
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6qn9rg

碩士 === 國立高雄師範大學 === 人力與知識管理研究所 === 106 === Tourism is recognized as an important economic activity at regional and global levels. However, it has expressed the need for up-to-date, pertinent and timely information to assist the industry in the decision-making process. This study used Brazil’s city as keyword to analyze searching volume in Google Trends for the correlation of internet searching volume and the destinations of the visitors. The aim of this study is to determine whether keyword search volume can be utilized as a predictor for measuring the tourist demand in Brazil. The results show the correlation between the number of visitor of the destination and the keyword searching volumes is positive (R2=0.6~0.99), except the city of Jijoca de Jericoacoara with R2= -0.225 in 2015, R2= -0.327 in 2016 and R2= -0.305 in 2017, which indicates there were a high search volume but the number of visitors were low. The destinations with higher keyword searching volume may indicate a higher number of visitors in the future. Therefore, we encourage others to experiment this hypothesis in their own direction and to explore more deeply the use of search queries in the tourism industry for further more thorough result.