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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.
In the last few years no other innovation has been able to influence the marketing environment like neuromarketing, the new science of consumer behaviour, which combines neuroscientific techniques with marketing in order to understand brain functions in terms of marketing activities. This combination helps to improve the understanding of the influence of emotions and senses on decision-making and buying-behaviour. The aim of this study is to investigate the potential and limitations of neuromarketing, by taking a close look into published data, conducted studies and expert opinions concerning this new field of science. The published data retrieved from studies using brain-imaging techniques found that emotions and human senses influence every second in human beings’ perception and that consumers are not able to decide completely economically. Nevertheless, further research is recommended in order to gain a deeper understanding of the human brain and how it conducts
decision-making processes. Additionally, consumer neuroscience has high potential to become a commonly used technique, which sustainably supports traditional
market research. Neuromarketing seems to become a promising technique to provide consumers with desired products, services, web shops and advertising
design.