In the era of Web 2.0, where the Internet is used by users to create and share content and ideas on various topics, the real reputation of a product or a person is strongly influenced by what people write (User Generated Contents). Knowing how to maintain, but also knowing how to manage the “online reputation” is a basic factor in the strategy for marketing of any product or company.

All this is particularly true for the tourism industry and destinations must be able to better coordinate and monitor their online reputation.

Today more than ever, travelers from around the world rely on the web to organize their stay, or just choose the destination for their holidays. A destination that has a good reputation and good comments made by travelers who have had the opportunity to spend a holiday is certainly a clear advantage over other destinations for which there are no feedback comments. A good reputation created by users is equivalent to the strongest and effective marketing action a destination can undertake.