Another recent study showed that search engines serve as
the number one online information source for American families in
the context of vacation planning (eMarketer, 2008). A series of
reports by Internet research firm Hitwise have documented the
significance of search engines in terms of generating upstream
traffic to tourism Websites (e.g., Hopkins, 2008; Prescott, 2006). As
such, search engines have become a powerful interface that serves
as the ‘‘gateway’’ to travel-related information as well as an
important marketing channel through which destinations and
tourism enterprises can reach and persuade potential visitors
(Google, 2006; Xiang, Wo¨ber, & Fesenmaier, 2008).