Introduction -- PART 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 greatwinecapitals.com and 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 -- PART 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 -- PART 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 -- PART 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 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.