This study proposes a new indicator of stock price in hospitality industry by using the search volume index from search engine. The search volume index of a hotel is calculated by the customer’s search frequencies and can be treated as a proxy of customers’ attentions on the hotel. Therefore, search volume index is proposed to be used to predict the returns of the hotel’s stock. Monthly returns of all the stocks of hospitality industry in America market has been collected. A panel data model has been applied to analyze the effect of the search volume index of these hotels from Google Trends on their stocks returns. The result indicates that the hotel’s stocks will have excessive returns when it has gotten an abnormal search volume index
Kou, Yi; Ye, Qiang; and Law, Rob, "Effects of Search Volume Index On Return Of Hospitality Industry Stock" (2018). CONF-IRM 2018 Proceedings. 33.