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Google popular times : towards a better understanding of tourist customer patronage behavior
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Moerhing, Michael, Keller, Barbara, Schmidt, Rainer and Dacko, Scott G. (2020) Google popular times : towards a better understanding of tourist customer patronage behavior. Tourism Review, 76 (3). pp. 533-569. doi:10.1108/TR-10-2018-0152 ISSN 1660-5373.
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Official URL: https://doi.org/10.1108/TR-10-2018-0152
Abstract
This paper aims to investigate actual tourist customer visiting behavior with behavioral data from Google Popular Times to evaluate the extent that such an online source is useful to better understand, analyze, and predict tourist consumer behaviors.
Following six hypotheses on tourist behavior, a purpose-built software tool was developed, pre-tested, and then used to obtain a large-scale data sample of 20,000 time periods for 198 restaurants. Both bi-variate linear regression and correlation analyses were used for hypothesis testing.
Support was established for the hypotheses, through an analysis of customer reviews, timing effects, the number of pictures uploaded, and price segment information provided by tourists to a given restaurant. Also, a relationship to average duration time was found to be positive. The findings demonstrate that data provided through Google Popular Times matches theoretical and logical assumptions to a high degree. Thus, the data source is potentially powerful for providing valuable information to stakeholders (e.g., researchers, managers, tourists).
This paper is the first to both conceptually and empirically demonstrate the practicality and value of Google Popular Times to better understand, analyze, and predict tourist consumer behaviors. Value is thereby provided by the potential for this approach to offer insights based behavioral data. Importantly, until now such an approach to gathering and analyzing this volume of actual customer data was previously considered far less practical in terms of time and expense.
| Item Type: | Journal Article | ||||||||
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| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) | ||||||||
| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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| Library of Congress Subject Headings (LCSH): | Tourism, Consumer behavior, Web search engines, Tourists, Tourism -- Marketing, Consumers -- Attitudes | ||||||||
| Journal or Publication Title: | Tourism Review | ||||||||
| Publisher: | Emerald Publishing Ltd. | ||||||||
| ISSN: | 1660-5373 | ||||||||
| Official Date: | 2020 | ||||||||
| Dates: |
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| Volume: | 76 | ||||||||
| Number: | 3 | ||||||||
| Page Range: | pp. 533-569 | ||||||||
| DOI: | 10.1108/TR-10-2018-0152 | ||||||||
| Status: | Peer Reviewed | ||||||||
| Publication Status: | Published | ||||||||
| Reuse Statement (publisher, data, author rights): | ‘© Copyright © 2020, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher’ | ||||||||
| Access rights to Published version: | Restricted or Subscription Access | ||||||||
| Copyright Holders: | Copyright © 2020, Emerald Publishing Limited | ||||||||
| Date of first compliant deposit: | 20 July 2020 | ||||||||
| Date of first compliant Open Access: | 22 September 2020 |
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