社交媒体正在改变旅游业。越来越多的游客开始利用社交媒体获取景点信息，制定旅游攻略，预定酒店机票，并通过公开展示自己的旅游行为，对其他潜在游客产生影响。旅游行业服务者亦敏锐觉察到了社交媒体在推广旅游产品方面的巨大潜能，特别是游客在社交媒体上的正面评价，已成为商家推广产品的重要手段。 然而，当前学术界关于社交媒体之于游客行为和旅游业的研究尚不够丰富，且至少存在两大缺陷：一是研究焦点主要聚焦于社交媒体在旅游前阶段对游客的影响，忽视了对旅游阶段和旅游后阶段影响的探讨；二是对处于不同国家、具有不同发展水平的社交媒体，对不同国家的游客和旅游业影响的比较研究不足。这些缺陷，为本研究指明了方向。 为更好地对上述问题予以阐释，本研究选取了中俄两国的社交媒体作为分析对象。在研究方法上，量化研究和质化研究相结合。主要的量化研究方法为问卷调查法；主要的质化研究方法为深度访谈法。 通过分析社交媒体在准备旅游阶段、旅游阶段和旅游后阶段对用户行为的影响，本研究得出以下结论：第一，中国和俄罗斯游客会在旅游的每个阶段使用社交媒体。对于游客来说，社交媒体既具有娱乐属性，又具有工具属性，特别是得益于社交媒体超强的互动性，游客能在此找到其他渠道找不到的信息。 第二，游客在不同阶段使用社交媒体的目的不同。在准备旅游阶段，游客会阅览社交媒体寻找灵感。他们搜索信息，阅读大量其他游客分享的资料，制定攻略并分享计划——这也是游客最积极使用社交媒体的时期。到了旅游阶段，游客继续搜索信息，分享自己的照片和经验，以及通过社交媒体与自己的亲戚朋友保持联系。旅游回来后，游客分成两种：一种分享完照片和经验就不再谈及本次旅行；一种则积极分享，作出评价并与其他游客交流。 第三，社交媒体对身处不同旅游阶段的游客行为的影响是不同的。在旅游前阶段，社交媒体影响的是游客对目的地、酒店、交通、餐厅等的选择；在旅游阶段，则会诱使游客更改出行计划；在旅游后阶段，则通过游客与其他人的互动和交流，对旅游地的相关情况予以补充，并引发下一轮旅游者的兴趣。 第四，中俄游客在社交媒体的具体用法上存有差异。由于俄罗斯的旅游APP没有中国发达，导致俄罗斯游客在旅途当中很少使用移动端，相反，中国游客则会运用各种旅游APP及社交媒体，规划行程中的每个细节；俄罗斯的旅游社交媒体专业性比较强，中国的旅游社交媒体则更偏综合性——一个社交媒体可以解决旅游中的任何难题；俄罗斯人使用VK和脸书比较多，中国人使用微信比较多，虽然俄罗斯游客分享的经验扩散性比较高，但其分享的积极性没有中国游客高。 第五，不仅是游客，旅游公司同样离不开社交媒体的帮助。在互联网时代，由于传统旅游推广战略的失效，旅游业不能再延用传统的模式发展。很多旅游公司会邀请SMM专家在社交媒体推广旅游产品；游客的好评也成为旅游产品最好的广告。伴随移动端的发展，旅游APP的数量逐年增加，功能不断丰富，已从单一的买机票或订酒店发展到可以解决旅游的所有相关问题。社交媒体让游客直接连结到提供旅游服务的人，具备了避开旅游公司这一中介角色的能力。所有一切都要求旅游公司正式社交媒体的商业潜能，善用社交媒体。

Social media dramatically changes tourism industry. More tourists use social media for destination search, preparing travel strategies, booking tickets, and sharing their travel behavior online. This behavior has a great impact on other potential tourists. Travel industry companies are aware of the great potential of social media in promoting tourism products, especially the likes and comments of tourists on it, so social media became an important means of promoting tourism products for businesses. However, there is a lack of current academic research on social media about tourists' behavior and tourism, and there are at least two major drawbacks: first, the purpose of research is mainly focused on the impact of social media on tourists in the pre-tourism stage, ignoring the impact of the tourism stage and the post-tourism stage; second, most of studies don’t compare the impact of social media within different development levels on tourists and tourism in different countries. This research was created in order to fulfill this gap. The researcher selected the social media of China and Russia as an object of analysis and used combination of quantitative and qualitative research. The main quantitative research methods are data analyze method and questionnaire survey method; the main qualitative research method is depth interview method. By analyzing the impact of social media on tourists behavior in the stages of preparation, travel and post-tourism, this study draws the following conclusions. Firstly, Chinese and Russian tourists use social media at every stage of tourism. For tourists, social media has both entertainment and instrumental attributes, especially because of the strong interaction of social media; visitors can find information that cannot be found through other channels. Secondly, the purposes of using social media at different stages are not the same. During the preparation stage, visitors read social media to find inspiration, search information, find a lot of information shared by other tourists, develop tourist route and share plans. This period of time is the most active in using social media. At the travel stage, visitors continue to search for information, share their photos and experiences, and keep in touch with their relatives and friends through social media. After returning from the tour, visitors are divided into two categories: the first one is sharing photos and videos; the second one is sharing content, leaving comments and communicating with other tourists. Thirdly, the influence of social media on the behavior of tourists at various stages of tourism is different. At the pre-tourism stage, social media influences tourists' choices of destination, hotel, transportation and restaurant; at the travel stage, they induce tourists to change their travel plans; at the post-tourism stage, through the interaction and communication between tourists social media supplements the relevant situation of the tourist destination and experience that influences other tourists. Fourthly, there are differences between the ways Chinese and Russian tourists use social media. Russian tourists seldom use mobile devices because their travel apps are less developed than those in China. On the contrary, Chinese tourists use all kinds of travel apps and social media to plan every detail of their trip. Russian social media is more narrow than Chinese. Chinese social media can solve any difficult problems in tourism; Russians use VK and Facebook more, Chinese use Wechat. Although Russian tourists share more experience content, but their enthusiasm to share photos is not as high as Chinese tourists'. Fifthly, not only tourists, but also travel companies can't exist without help of social media. In the Internet age, the traditional tourism advertising strategy is not efficient, so the tourism industry needs to change the direction of development. Many travel companies invite SMM experts to promote travel products in social media, and the good reviews of tourists are the best advertisements for travel products. With the development of mobile phones, the number of tourism APP is increasing year by year and they are becoming more functional. Travel applications have developed from purchasing air tickets and booking hotels websites to solving all the tourism related problems. Social media allows tourists to connect directly with travel services providers, which helps to avoid the intermediary role of travel companies. Thus, travel companies have to apply commercial potential of social media and make good use of it.