Marianna Sigala, Assistant professor, University of the Aegean, Greece, Evangelos Christou, Professor, Alexander TEI of Thessaloniki, Greece and Ulrike Gretzel, Associate Professor, University of Wollongong, Australia

'Social Media in Travel, Tourism and Hospitality provides a comprehensive overview of how the rapidly developing Web 2.0 phenomenon is challenging existing customer service, marketing and promotional processes throughout our sector. Packed with examples and comprehensive analyses, the text help readers to rapidly gain an in-depth understanding of both current practices and potential future perspectives, helping them to assess the implications of such developments for their own businesses.' Peter O' Connor, ESSEC Business School, France 'This is an excellent book. The focus of the book on Web 2.0 is important and timely as technology and society have converged to create tools which will have profound impact on travel. The variety of topics and depth to which issues related to Web 2.0 are discussed make it a volume that should be read by all tourism scholars. Further, it challenges both academics and industry professionals alike to consider how the quickly emerging online communities within Web 2.0 are shaping our future.' Daniel R. Fesenmaier, Temple University, USA 'This gripping collection of key topics in social media marketing is an extremely useful guide for tourism and hospitality researchers and practitioners alike. The latest insights into strategy development, Web 2.0 impact on user behaviour and knowledge management are illustrated with real-world case studies that will make you fit for your business.' Christian Maurer, University of Applied Sciences Krems, Austria 'This book exhibits a masterful combination of conceptual sources with rich empirical cases. Its goals are not only to explore how social media shapes tourism demand and supply, but the social effects of media on forging new hybrid identities.' Annals of Tourism Research

• Introduction; 1: Web 2.0: Strategic and Operational Business Models; 1: Introduction to Part 1; 2: Web 2.0 and Networks in Wine Tourism: The Case Studies of www.greatwinecapitals.com and www.wineandhospitalitynetwork.com; 3: Web 2.0 and Customer Involvement in New Service Development: A Framework, Cases and Implications in Tourism; 4: ‘Creating the Buzz': Merchant City (Glasgow) Case Study; 5: Examining Hotel Managers' Acceptance of Web 2.0 in Website Development: A Case Study of Hotels in Hong Kong; 2: Web 2.0: Applications for Marketing; 6: Introduction to Part 2; 7: Theoretical Models of Social Media, Marketing Implications, and Future Research Directions; 8: Riding the Social Media Wave: Strategies of DMOs Who Successfully Engage in Social Media Marketing; 9: National DMOs and Web 2.0; 10: Arizona Meeting Planners' Use of Social Networking Media; 11: Web 2.0 and Pricing Transparency in Hotel Services; 12: Blogs: “Re-inventing” Tourism Communication; 3: Web 2.0: Travellers' Behaviour; 13: Introduction to Part 3; 14: Travellers 2.0: Motivation, Opportunity and Ability to Use Social Media; 15: Use and Creation of Social Media by Travellers; 16: Users' Attitudes Toward Online Social Networks in Travel; 17: An Exploration of Wine Blog Communication Patterns; 18: The Effect of E-Reviews on Consumer Behaviour: An Exploratory Study on Agro-Tourism; 4: Web 2.0: Knowledge Management and Market Research; 19: Introduction to Part 4; 20: Knowledge Management and Web 2.0: Preliminary Findings from the Greek Tourism Industry; 21: Analysing Blog Content for Competitive Advantage: Lessons Learned in the Application of Software Aided Linguistics Analysis; 22: Social Media Monitoring: A Practical Case Example of City Destinations

Marianna Sigala, Assistant professor, University of the Aegean, Greece, Evangelos Christou, Professor, Alexander TEI of Thessaloniki, Greece and Ulrike Gretzel, Associate Professor, University of Wollongong, Australia

'Social Media in Travel, Tourism and Hospitality provides a comprehensive overview of how the rapidly developing Web 2.0 phenomenon is challenging existing customer service, marketing and promotional processes throughout our sector. Packed with examples and comprehensive analyses, the text help readers to rapidly gain an in-depth understanding of both current practices and potential future perspectives, helping them to assess the implications of such developments for their own businesses.' Peter O' Connor, ESSEC Business School, France 'This is an excellent book. The focus of the book on Web 2.0 is important and timely as technology and society have converged to create tools which will have profound impact on travel. The variety of topics and depth to which issues related to Web 2.0 are discussed make it a volume that should be read by all tourism scholars. Further, it challenges both academics and industry professionals alike to consider how the quickly emerging online communities within Web 2.0 are shaping our future.' Daniel R. Fesenmaier, Temple University, USA 'This gripping collection of key topics in social media marketing is an extremely useful guide for tourism and hospitality researchers and practitioners alike. The latest insights into strategy development, Web 2.0 impact on user behaviour and knowledge management are illustrated with real-world case studies that will make you fit for your business.' Christian Maurer, University of Applied Sciences Krems, Austria 'This book exhibits a masterful combination of conceptual sources with rich empirical cases. Its goals are not only to explore how social media shapes tourism demand and supply, but the social effects of media on forging new hybrid identities.' Annals of Tourism Research

• Introduction; 1: Web 2.0: Strategic and Operational Business Models; 1: Introduction to Part 1; 2: Web 2.0 and Networks in Wine Tourism: The Case Studies of www.greatwinecapitals.com and www.wineandhospitalitynetwork.com; 3: Web 2.0 and Customer Involvement in New Service Development: A Framework, Cases and Implications in Tourism; 4: ‘Creating the Buzz': Merchant City (Glasgow) Case Study; 5: Examining Hotel Managers' Acceptance of Web 2.0 in Website Development: A Case Study of Hotels in Hong Kong; 2: Web 2.0: Applications for Marketing; 6: Introduction to Part 2; 7: Theoretical Models of Social Media, Marketing Implications, and Future Research Directions; 8: Riding the Social Media Wave: Strategies of DMOs Who Successfully Engage in Social Media Marketing; 9: National DMOs and Web 2.0; 10: Arizona Meeting Planners' Use of Social Networking Media; 11: Web 2.0 and Pricing Transparency in Hotel Services; 12: Blogs: “Re-inventing” Tourism Communication; 3: Web 2.0: Travellers' Behaviour; 13: Introduction to Part 3; 14: Travellers 2.0: Motivation, Opportunity and Ability to Use Social Media; 15: Use and Creation of Social Media by Travellers; 16: Users' Attitudes Toward Online Social Networks in Travel; 17: An Exploration of Wine Blog Communication Patterns; 18: The Effect of E-Reviews on Consumer Behaviour: An Exploratory Study on Agro-Tourism; 4: Web 2.0: Knowledge Management and Market Research; 19: Introduction to Part 4; 20: Knowledge Management and Web 2.0: Preliminary Findings from the Greek Tourism Industry; 21: Analysing Blog Content for Competitive Advantage: Lessons Learned in the Application of Software Aided Linguistics Analysis; 22: Social Media Monitoring: A Practical Case Example of City Destinations

Marianna Sigala, Assistant professor, University of the Aegean, Greece, Evangelos Christou, Professor, Alexander TEI of Thessaloniki, Greece and Ulrike Gretzel, Associate Professor, University of Wollongong, Australia

'Social Media in Travel, Tourism and Hospitality provides a comprehensive overview of how the rapidly developing Web 2.0 phenomenon is challenging existing customer service, marketing and promotional processes throughout our sector. Packed with examples and comprehensive analyses, the text help readers to rapidly gain an in-depth understanding of both current practices and potential future perspectives, helping them to assess the implications of such developments for their own businesses.' Peter O' Connor, ESSEC Business School, France 'This is an excellent book. The focus of the book on Web 2.0 is important and timely as technology and society have converged to create tools which will have profound impact on travel. The variety of topics and depth to which issues related to Web 2.0 are discussed make it a volume that should be read by all tourism scholars. Further, it challenges both academics and industry professionals alike to consider how the quickly emerging online communities within Web 2.0 are shaping our future.' Daniel R. Fesenmaier, Temple University, USA 'This gripping collection of key topics in social media marketing is an extremely useful guide for tourism and hospitality researchers and practitioners alike. The latest insights into strategy development, Web 2.0 impact on user behaviour and knowledge management are illustrated with real-world case studies that will make you fit for your business.' Christian Maurer, University of Applied Sciences Krems, Austria 'This book exhibits a masterful combination of conceptual sources with rich empirical cases. Its goals are not only to explore how social media shapes tourism demand and supply, but the social effects of media on forging new hybrid identities.' Annals of Tourism Research

• Introduction; 1: Web 2.0: Strategic and Operational Business Models; 1: Introduction to Part 1; 2: Web 2.0 and Networks in Wine Tourism: The Case Studies of www.greatwinecapitals.com and www.wineandhospitalitynetwork.com; 3: Web 2.0 and Customer Involvement in New Service Development: A Framework, Cases and Implications in Tourism; 4: ‘Creating the Buzz': Merchant City (Glasgow) Case Study; 5: Examining Hotel Managers' Acceptance of Web 2.0 in Website Development: A Case Study of Hotels in Hong Kong; 2: Web 2.0: Applications for Marketing; 6: Introduction to Part 2; 7: Theoretical Models of Social Media, Marketing Implications, and Future Research Directions; 8: Riding the Social Media Wave: Strategies of DMOs Who Successfully Engage in Social Media Marketing; 9: National DMOs and Web 2.0; 10: Arizona Meeting Planners' Use of Social Networking Media; 11: Web 2.0 and Pricing Transparency in Hotel Services; 12: Blogs: “Re-inventing” Tourism Communication; 3: Web 2.0: Travellers' Behaviour; 13: Introduction to Part 3; 14: Travellers 2.0: Motivation, Opportunity and Ability to Use Social Media; 15: Use and Creation of Social Media by Travellers; 16: Users' Attitudes Toward Online Social Networks in Travel; 17: An Exploration of Wine Blog Communication Patterns; 18: The Effect of E-Reviews on Consumer Behaviour: An Exploratory Study on Agro-Tourism; 4: Web 2.0: Knowledge Management and Market Research; 19: Introduction to Part 4; 20: Knowledge Management and Web 2.0: Preliminary Findings from the Greek Tourism Industry; 21: Analysing Blog Content for Competitive Advantage: Lessons Learned in the Application of Software Aided Linguistics Analysis; 22: Social Media Monitoring: A Practical Case Example of City Destinations