In a Press Release by Yahoo!, “Yahoo! and comScore Networks Study Reveals Influential Consumers Can Be Reached Through Search, Social Media and Communication Tools“, key findings of the study reveal that:
*The Internet has significantly impacted how consumers talk about and recommend brands.
*Word of mouth — a trusted source of information — is amplified online to reach significantly larger audiences.
*”Brand Advocates” have emerged online as primary influencers, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand.
*Brand Advocates are incredibly valuable to marketers because they are better connected consumers with a larger sphere of influence.
“The study revealed that post-purchase, approximately half of all Brand Advocates speak to their friends, family and even strangers about their purchases through a variety of online channels.”
With social media networking becoming a significant trend of Web 2.0, it’s more important than ever for tourism venues to deliver Word of Mouth worthy cruises, walking tours and mass transit sightseeing experiences. Visitors expect more value for their money and they talk with friends and family about positive experiences. With more consumer opinions being shared online, every tourism business will be talked about in time. In the future, consumer opinion and Brand Advocacy will influence the quality, value, and price of attraction and tour experiences.
