Catherine Murphy, Hilary; Kielgast, Christian D. - In: International Journal of Contemporary Hospitality Management 20 (2008) 1, pp. 90-97
Purpose – The purpose of this paper is to investigate how small‐ and medium‐sized hotels use search engine marketing (SEM) to make their hotels (services and products) more visible and easier to find for existing and potential customers. Design/methodology/approach – A qualitative,...