WEB 2.0 and tourism: A review of the literature

Purpose – The tourism sector has undergone profound transformations due to digital technologies. The shift from Web 1.0 to Web 2.0 has created an interactive environment characterized by social networks, intermediary platforms, mobile devices, Big Data, and Artificial Intelligence (AI). This study examines the role of these technologies in tourism, assessing their benefits and challenges. Methodology/Design/Approach – Through a systematic literature review, this research analyzes the correlation between social networks, intermediary platforms, and business performance. It highlights advantages such as increased visibility, customer loyalty, and brand reputation while addressing the risks of dependence on third-party platforms. Additionally, it explores the impact of Big Data and AI on personalized tourist experiences and business process optimization. Findings – The results show that digitalization enhances marketing strategies and destination management. However, businesses must invest in technological infrastructure, staff training, and data management to maximize benefits. Originality of the research – This study provides insights for tourism enterprises and future research, emphasizing a strategic and sustainable approach to digital innovation. By examining both opportunities and risks, it contributes to understanding how businesses can effectively adopt new technologies to remain competitive.