The impact of Web 2.0 within the tourism industry : how user-generated content websites have changed the role of customers and generated another way of marketing for tourism organisations

Abstract

The development and quick proliferation of Internet has generated the creation of social media websites, which emphasised the appearance of Web 2.0. Social media represents a turning point for organisations, especially in the hospitality and tourism industries where Internet is a marketing tool, used for promotion, product distribution, communication, management and research. The emergence of Web 2.0, also called Travel 2.0 in these industries, has led to the creation of many virtual communities and user-generated content websites, giving more independence and power to customers. Indeed, information is shared without any control from businesses, which represent challenges for tourism organisations. However, this challenge, if properly understood by tourism organisations, can be beneficial, since it can improve the relationship with the consumers and generate sales and profits.