Presentation at the first scientific conference in Social Media in Tourism in Verona 2011:
Tourism can be conceived of as a space-communication nexus. Tourists move to and stay in various places and thereby participate in the production and distribution of imaginative geographies associated with the visited destinations. The tourism industry, in particular destination management organizations (DMOs), are eager to strictly control the communication about specific sights, sites and services tourists are attracted to.
The emergence of Web 2.0/Social Media seriously challenges this hierarchical and unidirectional tourism related communication. But Social Media is more than a technological innovation: it is a social innovation – it changes the way people and companies interact and communicate (Amersdorffer et al. 2010). Today markets are conversations (Levine et al. 2000).