Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.2.9
WEB 2.0 and tourism: A review of the literature
Fabrizio Gritta
*
Gerardo Bosco
Mario Calabrese
orcid.org/0000-0001-5204-2112
* Dopisni autor.
Sažetak
Purpose – The tourism sector has undergone profound transformations due to digital
technologies. The shift from Web 1.0 to Web 2.0 has created an interactive environment
characterized by social networks, intermediary platforms, mobile devices, Big Data, and
Artificial Intelligence (AI). This study examines the role of these technologies in tourism,
assessing their benefits and challenges.
Methodology/Design/Approach – Through a systematic literature review, this research
analyzes the correlation between social networks, intermediary platforms, and business
performance. It highlights advantages such as increased visibility, customer loyalty, and brand
reputation while addressing the risks of dependence on third-party platforms. Additionally,
it explores the impact of Big Data and AI on personalized tourist experiences and business
process optimization.
Findings – The results show that digitalization enhances marketing strategies and destination
management. However, businesses must invest in technological infrastructure, staff training,
and data management to maximize benefits.
Originality of the research – This study provides insights for tourism enterprises and future
research, emphasizing a strategic and sustainable approach to digital innovation. By examining
both opportunities and risks, it contributes to understanding how businesses can effectively
adopt new technologies to remain competitive.
Ključne riječi
Hrčak ID:
345124
URI
Datum izdavanja:
4.3.2026.
Posjeta: 217 *