The long tail of destination image and online marketing

• Published in: Annals of tourism research Vol. 38; no. 1; pp. 132 - 152
• Main Authors: Pan, Bing, Li, Xiang (Robert)
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 2011; Elsevier
• Subjects: destination image; long tail; online marketing; power-law distribution; search engine marketing; destination image; online marketing; power-law distribution; search engine marketing; long tail

► Destination image phrases follow the power-law distribution and long tail pattern. ► Travelers use destination image phrases to search destinations on Google. ► Aggregated volume of niche image phrases could be more than that of the head phrases. ► Online marketing demands a paradigm shift focusin...