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

1、1800 英文單詞， 英文單詞，9900 英文字符，中文 英文字符，中文 3200 字文獻出處： 文獻出處：Simon Hudson, Karen Thal. The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing[J]. Journal of Travel (b) evaluate; (c) buy;

2、 and (d) enjoy, advocate, and bond. Social media make the “evaluate” and “advocate” stages increasingly relevant. The model has been modified in this research note to recognize the importance of the “Zero Moment of Truth

3、” (ZMOT), a term recently coined to describe the new reality where marketers have to compete for shoppers’ attention online long before a purchase decision is made (Lecinski, 2011).So how are tourism marketers using soci

4、al media to engage with consumers throughout this new consumer decision journey? At the first “consider” stage, social media campaigns are increasingly being used to drive traffic to tourism websites (Tussyadiah Lee, Ki

5、m, & Kim, 2011). A good example of this passive engagement in a brand community is the Walt Disney World Mom’s Panel. This is a forum where online “Moms” answer questions and offer advice about family vacations to

6、Disney. The “Moms” are selected to be panelists because they have demonstrated an excellent knowledge of Disney products.For tourism marketers, the “buy” stage is often likely to occur online, given that the travel secto

7、r accounts for around a third of all global e-commerce activity (Carey, Kang, & Zea, 2012). It has been suggested that companies should avoid hard selling on social media sites (Chan & Guillet, 2011), but for som

8、e tourism organizations, social media platforms are fast becoming more than a customer relationship tool. Many hotels for example, now offer room-booking technology on their Facebook pages, which is leading to incrementa

9、l sales (Blank, 2011).Interestingly, after purchase, a deeper brand connection begins as the consumer interacts with the product and with new online touch points. For example, Court et al. (2009) found that more than 60

10、% of consumers with facial skin care products conduct online research about the products after purchase—a touch point not entirely captured in traditional purchaser funnel models of communication. Vail Resorts have capit

11、alized on this “enjoy, advocate, and bond” stage with their new EpicMix social media campaign for skiers. The idea of Vail’s EpicMix is to track activity on and around the mountain via radio frequency scanners installed

12、at the 89 lifts across Vail, Beaver Creek, Breckenridge, Keystone, and Heavenly. The scanners interact with the RF-enabled chip embedded in sea- son passes and daily tickets, listing lift rides, vertical feet skied, and

13、days on hill. Special accomplishments—like clocking up 10,000 vertical feet—are recognized with collectible digital pins, which can be instantly flaunted on Facebook after downloading the EpicMix app.One relatively new s

14、ocial media platform that is helping tourism and hospitality businesses engage with consumers in this enjoy, advocate, and bond stage is the emergence of geo-location sites such as Foursquare, Gowalla, and Loopt. Foursqu

15、are encourages consumers to broadcast their whereabouts (or “check-in”) in exchange for discounts or coupons, etc. Dutch Airline KLM used Foursquare as part of an innovative social media campaign that focused on random a

16、cts of kindness. When passengers checked in at KLM’s Foursquare locations, the KLM Surprise team used social networks such as LinkedIn, Twitter, and Facebook to find out information about the passenger. The KLM Surprise

17、team then used this information to come up with a personalized gift to surprise the passenger with. Other tourism organizations are using social media at this final stage to respond to consumer complaints. Southwest Airl

18、ines, for example, which has 1.2 million Twitter followers, has a team of 10 staff from communications and customer relations that monitors the account from 5 a.m. to 11.p.m., hours in which the air- line operates (Holm

19、es, 2011). Others are using social media as an opportunity to gather insights to drive continual incremental improvements (Barwise & Meehan, 2010). For example, Virgin Atlantic Airways (VAA), in response to online- c

20、ommunity suggestions, launched a system to arrange taxi sharing on arrival with passengers from the same flight. Fresh insights from social media also reinforced the innovation aspect of the brand. Facebook interaction

21、s helped the company appreciate the extensive planning that goes into a big trip, so the company launched Vtravelled, a site dedicated to inspirational journeys. Customers moderate the conversation and exchange informati