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Search Visibility and Online Social Presence for Bed and Breakfasts

Search Visibility and Online Social Presence for Bed and Breakfasts

narda malcolm

on 4 January 2013

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Transcript of Search Visibility and Online Social Presence for Bed and Breakfasts

QUESTIONS????? vital information was provided to help B&Bs improve their visibility and offering, and develop a competitive edge in order to better serve their customer. a) Ascertain if Bed and Breakfast actively used web 2.0 tools, primarily social media, as a part of their business model.

b) If there was a major difference in how Bed and Breakfasts websites ranked (showed up) across the three major search engines

c) to see if there was a connection between the use of social media and how B&Bs showed up on search engines and

d) suggest ways in which social tools like twitter and Facebook can help B&Bs when used as a part of their business model. The key intentions of this study Through analysis it was revealed that there was evidence of a strong positive correlation between how Bed and Breakfasts showed up on the three major search engines.

correlation between the search engines and Facebook scores was minimal.

The T-Test showed that there was no significant difference between the average score of B&Bs with Facebook and the ones without. The Internet allows bed and breakfasts to create an interactive experience for guests (Rogers, 2005).

This interactivity is as a marketing goal for many innkeepers (Kline et al., 2004)

For example, the Internet allows guests to view the bed and breakfast prior to visiting it (Countryman, 2000)
A bed and breakfast’s visibility increases when it utilizes the Internet (Rogers, 2005).

Increase in business can vary depending on the depth of the website and in how many online guidebooks it is listed. (Rogers, 2005).
Web 2.0 and its user-generated content, are reshaping the marketing methods of the travel industry (Yang et al., 2010).

Web 2.0 services such as social networking sites, wikis, and blogs have become important in travel planning and buying (Schegg et al 2008).

This is because the internet has been embraced by the hospitality industry as an opportunity (Egger and Buhalis, 2008) to promote the visibility of products and services. http://www.betterparentinginstitute.com/Better-Parenting/parenting-child-raising-skills/1789/

www.google.com Works cited Thank you for your time and attention aims to sensitize Bed and Breakfast owners to just how far behind many of them are compared to other hospitality businesses.

Highlighting the advantages of adopting social media.

Many bed and breakfast operations do not perform to their full potential Conclusion This study has three major limitations:
sample size
sample selection
geographic location Limitations and Future Research Do research before choosing a name for their B&B.
Invest in SEO.
monitor online presence, even if they do not directly manage their websites.
Invest in Direct distribution.
Utilize social media sites for marketing INDUSTRY SUGGESTIONS If web presence is boosted, businesses have a greater chance of attracting more customers.
many benefits
Easy accessibility & requires minimum skills to operate.
The range of tools to choose from is very diverse and advanced.
Cost effective.
A Global interaction platform.
It is a very large and extreme source of information and a mode of communication. Industry Added to the sparse knowledge that exists regarding B&Bs

No evidence of said research in the field.

Opened the way for future research regarding Bed and Breakfasts, search engine visibility and online social presence. Academia Based on the findings of this study social presence does not have a strong effect on B&B websites ranking on search engine.

hospitality businesses are turning to the social media and other web 2.0 tools as a part of their marketing strategy to help boost business.

Bed and breakfasts need to do this. Implications of the Study Of direct web observation during this research.

Several Bed and Breakfast showed up on the search engines with the same name.

Some Bed and Breakfast changed names and had that information only updated on some sites but not on others. (SEO, other problems) Name selection. Facebook is the leading social networking.

bed and breakfast’s visibility surges when it make the most of the web (Rogers, 2005).

hotels are moving more toward direct distribution through their own websites (Beldona et al, 2012, Jeong, Oh, and Gregoire 2003, Law and Hsu 2006) Social Presence and Distribution
70% of the B&B websites did not show up.

showed up on several intermediaries like Trip advisor and kayak and www.Bedandbreakfast.com.

majority of all visitors to a web site are rerouted from a search engine (McCarthy, 2006) Key factors affecting Web visibility Social Presence

The adoption of web 2.0 tools, particularly social media, is still at a stage of infancy.

Research shows that social networking sites, wikis, and blogs have become a vital part of the planning and buying process of travel (Schegg et al 2008).

No evidence that 69% of the forty nine Bed and Breakfasts had a Facebook. (none for Twitter) Major Findings and Discussion Correlation table showing relationship between the three major search engines and Facebook page for Bed and Breakfasts. New Jersey Bed and Breakfast (Observed on February 16th, 2012) Inspiration from a ranking system developed by (Beldona et al, 2012)

Simple cross tabulations was done for search engine results. Results were averaged for final score.

A correlation was conducted to see if there existed a direct correlation between having a Facebook page and how Bed and breakfasts ranked on the three major search engines.

T-test was used to analyze the difference between Bed and Breakfast with Facebook Pages and bed and Breakfasts without Facebook pages DATA ANALYSIS AND FINDINGS Rubric for B&B social media page level of activity and “like” score. Criteria for a B&B’s social media page to be considered active Web Observation.

Method used by (Beldona et al, 2012) was modified to facilitate this study.

Bed and Breakfasts included in the sample were specifically entered into the search engines to see:
if they had an active Facebook page, twitter or any other web 2.0 tool (A rubric was developed to determine level of activity)
if and how they show up on the first page of search engine results. Method Sample
Bed and Breakfast that appear on the American Bed and Breakfast Associations (ABBA) website

Bed and Breakfast are listed by states

States are listed in Alphabetical order on ABBA website

A stratified random sampling procedure was adopted

Every 10th Bed and Breakfast, listed by states, was selected

The final sample was a total of forty nine (49) Bed and Breakfasts from 5 states RESEARCH METHODOLOGY AND DESIGN Q1. How do Bed and Breakfasts that are included in this study rank in search results across the search engines Google, Yahoo and Bing?

Q2. To what extent do B&Bs included in the study, actively use/do not use Web2.0 (social media sites, blogs etc.) to advertise their business?

Q3. How is the use of search engine visibility and Web 2.0 tools such as social media related to B&B online presence? Research questions Even though Bed and Breakfast establishments are now adopting social media into their business models to boost online presence, our understanding of the impact of online social presence and search engine visibility on these small establishments have remained deficient. Problem B&B Marketing
Bed and breakfast establishments traditionally use print media, brochure, etc. to reach guests (Schleim Rogers, 2005).

decrease in usage from 1999 to 2001 (Schleim & St. Amour, 2001, in Kline et al.).

Bed and breakfast owners are able to market their property on the Internet with little time and expense required (Rogers, 2005) Review of Literature
18,000 bed and breakfasts in the United States (Valhouli, 2002 & Kline, et al. 2004.).

Each year, bed and breakfasts generate nearly $3.5 billion in revenue (Lanier, Caples & Cook, 2000). Introduction

NARDA E. MALCOLM SEARCH VISIBILITY AND ONLINE SOCIAL PRESENSE FOR BED AND BREAKFASTS 50% of bed and breakfasts guests located the property via the Internet (Annual Innkeeper Tracking Study & 2001, Rogers, 2005) NEED A VACATION “the network as a platform” (Oreilly, 2006)

“wisdom Web, people-centric Web, participative Web, and read/write Web” (Murugesan, 2007) Search Visibility and Web2.0 tools SEARCH ENGINE VISIBILITY JUST HOW VISIBLE ARE B&BS?
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