Full text

Turn on search term navigation

© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

Currently, websites rely heavily on digital marketing, notably search engine optimization (SEO), for success. In the COVID-19 era, hotels have to employ every feasible means to stay afloat despite the bleak business and travel conditions. Many of them have already invested in digital marketing, especially SEO, by applying SEO techniques to their websites to attract more visitors and bookings. This research examines hotels’ websites regarding the SEO techniques they have applied and their impact on web traffic to their websites. During a one-year observation period (February 2021–February 2022), we collected and analyzed web data from 309 top-listed Greek hotels using our own-developed software. By creating and following a specific methodology, we came to valuable conclusions. In addition, we used fuzzy cognitive mapping to develop an exploratory model. From the descriptive analysis and technical SEO perspective, we have concluded that hotels websites’ traffic and, by extension, their long-term viability are inextricably intertwined. Existing and future SEO marketers may benefit from our research’s time-accurate insights on hotel SEO tactics.

Details

Title
Greek Hotels’ Web Traffic: A Comparative Study Based on Search Engine Optimization Techniques and Technologies
Author
Roumeliotis, Konstantinos I; Tselikas, Nikolaos D  VIAFID ORCID Logo  ; Tryfonopoulos, Christos  VIAFID ORCID Logo 
First page
379
Publication year
2022
Publication date
2022
Publisher
MDPI AG
ISSN
26736470
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
2716514304
Copyright
© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.