Özet:

The implications of information search behavior on the web have become clearer after internet search engines made their search data publicly available. In this respect, understanding and exploring web search goals of users can contribute to search engines to provide better personalized results, while enabling marketers to choose the right advertising objectives. It is of great importance that people's time-dependent web search goals for the purchasing of air tickets are revealed from a collective perspective in the airline market. Thus, the aim of this study is to determine time-dependent web search goals of passengers for the airline market by examining different word variations for flight ticket queries. Thus, global search query data for different time periods were obtained using Google Trends (GT). Independent samples t-test, One-Way ANOVA and MANOVA were performed to answer the research questions. According to the results of the research, passengers were mostly interested to use Google for transactional goals. This was followed by “locating” physical evidence in airline services. In addition, navigational searches of passengers appeared to differ significantly by hourly periods.

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