Towards a Web 2.0 presence model for tourism destination management organizations

This paper provides a model to classify and analyze the different forms of presence on the Web for a company or an organization. In fact, beside the official websites, there are a variety of new `spaces´ related to the so called Web 2.0 which can be included by managers in the company´s strategy for a comprehensive Web presence. The suggested model is meant to analyze the characteristics of the different forms of Web presence and support an organization or company in decision making about their adoption. The Web 2.0 presence model and its application are illustrated for a set of tourism destination management organizations of the European countries. Interesting results emerge from the study, both in terms of existing Web presence strategies and in terms of guidelines and recommendations for improving Web presence in general.