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Media usage development in travel planning - is Google taking over the media landscape?

  • The following thesis aims at analyzing the development of media in travel planning and the role of Google. The theoretical part of this thesis deals with the media used and their evolution and impact in travel planning. Due to tools like Google Maps, Google Hotel Finder and Google Flight Search the company has enormous opportunities to step further into the online travel market. If the European Parliament does not restrain Googles power, it is likely to extend its current position as an uncontested market leader in search engine marketing even further, leading to a monopoly in online travel planning. The vast impact of Google in travel planning is tested and proven by the advertising spending of the Danish holiday house portal Cofman A/S and a survey among newsletter subscribers of this company in the practical part.

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Author:Saskia Schlecht
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Tag:Google; media usage; online marketing
Degree Program:IBM - International Business Management
Functional area:Marketing