Guiding the content of tourism web advertisements on a search engine results page.

The article presents a study which examines the preferences of consumers on package tours to China, the differences among consumers' cognition on these tours and web travel advertisements, the similarities among travel web sites, and the cognitive structure that may help marketers on web content design. It compares the contents of travel sites and the search engine results using a means-end chain theory and travel web site content to identify similarities and differences, search results, and user cognition. It shows that greater variety of package tours provided by travel sites could mean higher possibility of offering discount incentives. It also suggests that knowledge on written web content preferred by consumers can help marketers in improving their web design.