SEARCH TRENDS: CLASSIFICATION AND RESEARCH AGENDA

Abstract

This study aims to provide an analysis of the role and potential of search trends as a data source. Using bibliometric analysis, we identify three main clusters where Search Trends data have shown efficacy: forecasting tourism demand, analyzing public behavior during crises such as the COVID-19 pandemic, and market analytics. The data source's real-time nature and ability to capture mass sentiment have made it indispensable in these clusters. However, limitations such as data reliability and potential biases necessitate cautious interpretation. The study also charts a future research agenda, highlighting promising avenues in behavioral analysis, forecasting evaluation, market analytics, and word-of-mouth research.