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
