AS THE midday sun beats down(（阳光）强烈照射) in Rome, tourists realise with relief that it is time for a pizza. But which one? Lonely Planet, the best-selling guidebook series, recommends Antico Forno Roscioli’s “delectable(美味可口的)” slices. Tripadvisor’s top pick is Da Cicero, near the Trevi fountain, with more than 2,000 five-star reviews. TikTok-famous spots include Piccolo Buco, identifiable(可辨认的) by its long queue of hungry Gen Z(Z世代（1997-2012年出生）)s.
正午的太阳炙烤着罗马，游客们如释重负地意识到该吃披萨了。但该选哪一家呢？最畅销的旅游指南系列《孤独星球》推荐了Antico Forno Roscioli的“美味”披萨片。猫途鹰的首选是特雷维喷泉附近的Da Cicero，拥有超过2000条五星评价。在TikTok上走红的打卡点包括Piccolo Buco，它以饥饿的Z世代排起的长队而闻名。
The way travellers have found inspiration and itineraries(行程安排) has evolved over the centuries. Early Victorian travellers were shepherded(被带领、被引导) around foreign lands by travel agents such as Thomas Cook(托马斯·库克，现代旅游业先驱), who offered English tourists protection from the horrors of continental railway porters (“tobacco- or onion-scented, blue-frocked varlets(无赖、恶棍（古语）)”, as Cook described them). Some tourists still prefer to have their hand held(被牵着走，需要人指导). But many go independently. Guides such as France’s Routard direct travellers to the best spots. A mention in the Lonely Planet(《孤独星球》旅游指南) is still enough to fill a Bangkok hostel or Kathmandu curry house.
几个世纪以来，旅行者寻找灵感和规划行程的方式不断演变。早期的维多利亚时代旅行者由托马斯·库克等旅行社代理带领，他们为英国游客提供保护，免受欧洲大陆铁路搬运工的惊吓（库克形容他们为“散发着烟草或洋葱味、穿着蓝色外套的无赖”）。有些游客仍然喜欢有人全程陪同。但许多人选择自由行。像法国的《路路通》指南会指引旅行者去最好的地方。在《孤独星球》上被提及一次，就足以让曼谷的旅舍或加德满都的咖喱店客满。
The internet has changed things, thrice(三次). First, review platforms like Tripadvisor have harnessed(利用、驾驭) the wisdom of crowds to rate everything from Britain’s pubs to Egypt’s pyramids (“too much sand”, complains a one-star review). They hold enormous clout(影响力、势力). Dante Donati of Columbia Business School found that, when the European Union abolished mobile roaming charges in 2017, the associated uptick in visitors consulting Tripadvisor on the go resulted in a 5% revenue bump for Rome’s tourist-oriented restaurants, largely benefiting the highest-rated.(但丁·多纳蒂发现，欧盟废除漫游费后，游客查阅猫途鹰增加，使罗马餐厅收入增长5%。)
互联网已经改变了局面，而且改变了三次。首先，像猫途鹰这样的点评平台利用群众的智慧，对从英国酒吧到埃及金字塔的一切进行评分（“沙子太多”，一条一星评论抱怨道）。它们拥有巨大的影响力。哥伦比亚商学院的但丁·多纳蒂发现，当欧盟在2017年废除移动漫游费时，游客在旅途中查阅猫途鹰的人数随之增加，导致罗马面向游客的餐厅收入增长了5%，其中评级最高的餐厅受益最大。
