[雙語翻譯]社交媒體外文翻譯--社交媒體對消費(fèi)者決策過程的影響--對旅游營銷的啟示（英文）

1、Full Terms & Conditions of access and use can be found at http://www.tandfonline.com/action/journalInformation?journalCode=wttm20Journal of Travel & Tourism MarketingISSN: 1054-8408 (Print) 1540-7306 (Online) Jou

2、rnal homepage: http://www.tandfonline.com/loi/wttm20The Impact of Social Media on the Consumer Decision Process: Implications for Tourism MarketingSimon Hudson & Karen ThalTo cite this article: Simon Hudson & Kar

3、en Thal (2013) The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing, Journal of Travel & Tourism Marketing, 30:1-2, 156-160, DOI: 10.1080/10548408.2013.751276To link to this

4、 article: https://doi.org/10.1080/10548408.2013.751276Published online: 04 Mar 2013.Submit your article to this journal Article views: 15515View related articles Citing articles: 57 View citing articles Simon Hudson and

5、 Karen Thal 157FIGURE 1. The Consumer Decision Journey Today (Based on Court et al., 2009)and bond. Social media make the “evaluate” and “advocate” stages increasingly relevant. The model has been modified in this resear

6、ch note to recognize the importance of the “Zero Moment of Truth” (ZMOT), a term recently coined to describe the new reality where marketers have to compete for shoppers’ attention online long before a purchase decision

7、is made (Lecinski, 2011). So how are tourism marketers using social media to engage with consumers throughout this new consumer decision journey? At the first “consider” stage, social media campaigns are increasingly bei

8、ng used to drive traffic to tourism websites (Tussyadiah & Fesenmaier, 2009). For example, in 2011, VisitBritain tar- geted the Gen Y audience in the United States, Canada, and Australia on Facebook through its “Unit

9、e the Invite” campaign. Followers of VisitBritain’s Facebook and Twitter pages, called Love UK, were invited to register for a Unite the Invite app. Each applicant was asked to upload a picture of him or herself and they

10、 were then sent the photo of another random registrant, which they were asked to upload totheir Facebook wall and encourage Facebook friends to share so that they could locate their match on the social network. The faste

11、st pair to “unite their invite” each won a trip for two to the United Kingdom. The campaign’s goal was to drive traffic to the Love UK Facebook page, where visitors would see digestible chunks of interesting and quirky n

12、ews about British cul- ture. Twelve thousand people entered Unite the Invite, and the Love UK Facebook page gained 25,000 fans during the campaign, according to VisitBritain (Birkner, 2011). At the next “evaluation” stag

13、e, consumer out- reach to marketers and other sources of informa- tion are much more likely to shape their ensu- ing choices than marketers’ efforts to persuade them. Companies are no longer the unrivaled experts on the

14、attributes or quality of brands and products. Online reviews of hotels or cruise lines, for example, play an important role during the evaluation stage. Where they appear directly on travel company websites, they represe