Level of awareness of Google AdWords by accommodation establishments: cause for concern?

• Main Authors: Professor Michael Colin Cant, Nadine van Rooyen
• Format: Article
• Language: English
• Published: AfricaJournals 2018-08-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: E-marketing; Google AdWords; e-marketing tool; star-graded overnight accommodation establishments; South Africa
• Online Access: https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_23_vol_7_4__2018.pdf

Google AdWords has become a prevalent e-marketing tool in the continuously growing online marketing platform. However, limited empirical evidence exists regarding the use of Google AdWords as an emarketing tool. The aim of this research study was therefore to investigate the awareness of Google AdWords among star-graded overnight accommodation establishments. The study was conducted among star-graded overnight accommodation establishments in the Western Cape, a strongly competitive market resulting in an increased need for targeted, affordable marketing tools. It was found that even though there is a relative large level of awareness of what Google AdWords is, there is still room for improvement, especially to optimize the use of this medium. The result of this research study indicates that a general perception exists regarding Google AdWords as being difficult to use, thus deterring the adoption thereof among many establishments. This is however countered by establishments that do make use of Google AdWords as an e-marketing tool, in that it is perceived as a successful e-marketing tool among these establishments.