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AbstractFull Text

Sponsored search advertising is considered a predominant online advertising approach in the marketplace. Particularly, there is a tremendous amount of hospitality companies (e.g. hotels and online aggregators) employing sponsored search as a part of their online advertising campaigns. The...

Author(s)
Cheng Ming; Choi, S. C.
Publisher
Sun Yat-sen University and Washington State University, Guangzhou, China
Citation
Conference proceedings, the 6th Advances in Hospitality and Tourism Marketing and Management Conference, Guangzhou, China, 14-17 July 2016, 2016, pp 359-366
AbstractFull Text

In this study, we propose a simultaneous model to examine the relationships between search engine providers and customers within the hospitality industry. We capture customer heterogeneity using a latent class model format. The empirical results show insights into the diverse customer click-through ...

Author(s)
Cheng Ming; Anderson, C. K.
Publisher
Sun Yat-sen University and Washington State University, Guangzhou, China
Citation
Conference proceedings, the 6th Advances in Hospitality and Tourism Marketing and Management Conference, Guangzhou, China, 14-17 July 2016, 2016, pp 45-50