“Webbing”, how to increase incoming tourism using the power of the Web
Table of Contents
1. Webbing, how the idea has come into being
2. Webbing, how tourism can be developed learning to build a web of relationships
3. Who needs Webbing? What is Webbing for?: the project and the research methodology
4. Web 2.0: how 20 European travel destinations use it
i. Institutional info – commerce strategies: some evidence
ii. Institutional e-commerce strategies: some evidence
iii. The Webbing Rank: who has a great belief in Web 2.0, who tries carefully
5. Web 2.0 and tourism SMEs: 20 European cases of study
i. Social Web aims: listening to customers, conversing with them and keeping them loyal
ii. Social Web and tourism: who deals with it?
iii. Time and competences: hurdles to be overcome to succeed
iv. Tourism reviews: enthusiasts and detractors
v. The influence of 2.0 strategy on marketing
6. Lesson learnt during Webbing: adopt the technology and embrace the philosophy
7. Final considerations: an invitation to a new approach
