his study explores the customer journey in tourism and hospitality industry. Specifically, it is focused on the pre-purchase phase of the “journey”, namely, those moments where consumers grab their laptop, mobile phone or some other wired device and start searching for information about the destinations, the hotel, and transportations. All those moments where consumers began to do research online because they are thinking to buy a certain product or service, at Google, are called Zero Moments of Truth. The findings indicate that the Zero Moments of Truth for tourism products and services occur through a variety of touchpoints (e.g., search engines, and social media). Knowing the Zero Moment of Truth helps marketers to understand where to compete for consumers’ attention online.
Exploring travellers' customer journey: the relevance of zero moment of truth
D'Arco Mario;Marino Vittoria
;Resciniti Riccardo
2020-01-01
Abstract
his study explores the customer journey in tourism and hospitality industry. Specifically, it is focused on the pre-purchase phase of the “journey”, namely, those moments where consumers grab their laptop, mobile phone or some other wired device and start searching for information about the destinations, the hotel, and transportations. All those moments where consumers began to do research online because they are thinking to buy a certain product or service, at Google, are called Zero Moments of Truth. The findings indicate that the Zero Moments of Truth for tourism products and services occur through a variety of touchpoints (e.g., search engines, and social media). Knowing the Zero Moment of Truth helps marketers to understand where to compete for consumers’ attention online.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
