The influence of Web 2.0 applications on the consumer buying decision process when choosing their destination

Abstract

Many tourism destinations, are looking into adopting Web 2.0. The Web 2.0 era is shifting power from travel agents and the media to the consumer bringing further transformation in the way consumers take their decisions in choosing their destination. In this regard, Web 2.0 applications such as online chatting, blogs, online videos and virtual games amongst others are representing a new life which is being quickly adopted by the online community. These applications enable consumers to create their own virtual experience during the various stages of the decision making process prior to the actual trip. The aim of this dissertation is to understand how Web 2.0 applications are influencing consumers' choice in their search for information on destinations. Throughout this study a detailed overview of Web 2.0 applications is outlined, and investigates the usage of the new approaches in online marketing communications as a unique and powerful platform in the tourism industry. Analyses of data, collected through a quantitative Internet survey, identified the usage of Web 2.0 applications by online users in their travel planning. Findings indicate that although Web 2.0 applications is not yet as prevalent when it comes to travel planning, a significant amount of applications have a considerable effect on the consumer decision making. Moreover, Destination Websites were identified as an important information source. Thus National and tourism organisations need to identify these applications and understand how innovation using new media can portray a positive perception of the Maltese Islands as a destination and create a competitive advantage for the destination.