| dc.description.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. | es_ES |
