EXPLORING AND IDENTIFICATION OF PASSENGERS’ WEB SEARCH GOALS USING “TICKET” RELATED QUERIES IN THE AIRLINE MARKET: A GOOGLE TRENDS STUDY

The implications of information search behavior on the web have become clearer now that internet search engines data are publicly available. In this respect, understanding and exploring web search goals of users can lead search engines to provide better-personalized results, while enabling marketers to choose the right advertising objectives. It is of great importance that people’s time-dependent web search goals of the purchasing of air tickets are revealed from a collective perspective in the airline market. Thus, this study aims to determine time-dependent web search goals of passengers for the airline market by examining different word variations in flight ticket queries. Thus, global search query data from different periods were obtained using Google Trends (GT). Independent samples t-test, One-Way ANOVA and MANOVA were performed to answer the research questions. According to the results of the research, passengers were mostly interested in using Google for transactional goals. This was followed by “locating” physical evidence in airline services. Besides, navigational searches of passengers appeared to differ significantly by hourly periods.

YOLCULARIN “BİLET” İLE İLİŞKİLİ SORGULARI KULLANILARAK HAVAYOLU PAZARINDAKİ AĞ ARAMA AMAÇLARININ KEŞFİ VE TANIMLANMASI: BİR GOOGLE TRENDS ÇALIŞMASI

Arama motorlarının verilerini kamuya açmasının ardından web üzerindeki bilgi arama davranışının etkileri daha anlaşılır bir yapı kazanmıştır. Bu bağlamda, kullanıcıların web arama amaçlarını anlamak ve keşfetmek, pazarlamacıların doğru hedeflere reklamcılık faaliyeti gerçekleştirmelerine olanak tanırken daha iyi kişiselleştirilmiş sonuçlar sağlamak için arama motorlarına da katkıda bulunabilmektedir. Dolayısıyla uçak bileti satın alınırken zamana bağlı web arama amaçlarının havayolu pazarında kolektif bir perspektiften ortaya konması büyük önem taşımaktadır. Bu çalışmanın amacı, uçak bileti sorgularında farklı kelime varyasyonlarını inceleyerek, havayolu pazarı için yolcuların zamana bağlı web arama amaçlarını belirlemektir. Bu amaçla Google Trends (GT) kullanılarak farklı zaman dilimleri için küresel arama sorgusu verileri elde edilmiş olup araştırma sorularına cevap vermek amacıyla bağımsız örneklem t-Testi, Tek Yönlü ANOVA ve MANOVA analizleri yapılmıştır. Araştırmanın sonuçlarına göre, yolcuların çoğunlukla Google’ı işlemsel amaçlar için kullandıkları belirlenmiştir. Bu amaçları, havayolu hizmetlerinde fiziksel kanıtları bulma niyeti takip etmiştir. Ayrıca, yolcuların navigasyonel aramalarının saatlik periyotlara göre önemli ölçüde farklılaştığı tespit edilmiştir.

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