The new online applications described as Web 2.0 or Social Media have a significant effect on consumer behaviour and contribute to an unprecedented customer empowerment. This issue has an important influence in many fields of activity, especially ones of the Web’s most successful areas, i.e. tourism. The purpose of this chapter is to recommend the Internet as a “point of synergy” in the “promo-distribution” process of tourism. The Internet is a tool that customizes digital content to support consumers’ decision making and maximizes customer consumption experience. Despite the lack of extensive research, the corporate world seems to embrace the Web 2.0 concept, which so far appears to be a promising tool for building customer loyalty and strong consumer-relationships that create value for e-retailers. The research tests the models proposed in a case study, which could be considered a core contribution, both in terms of practical implications for corporations, and in academic research.
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