Resumen de Virtual Tourist Communities and Online Travel Communities

María Magdalena Rodríguez, Eva Sánchez Amboage, Óscar Juanatey Boga

• The implementation of information and communication technologies in the tourist industry has resulted into a change of paradigm, both for companies, when designing their communication strategies and for consumers, when planning their holidays. The Internet has become the major source of information for travellers, as well as a relevant platform to develop tourism businesses. In this regard, the 2.0 web provides mechanisms to contact and encourage consumer’s loyalty for tourism companies, through the use and adaptation of software applications and programs, where social media play a relevant role. Behind this context and due to the intangibility of tourist products and services, the eWOM has an impact on consumer’s behaviour, so companies should be aware of this and adequate their strategies with a view to satisfy an increasingly informed, demanding and experienced tourist. All these changes in the sector have made online travel communities a reference for tourists when planning and managing their travel reservations.