The Use of Web 2.0 as a Marketing Tool by European Convention Bureaux

Web 2.0 is a term created to encompass recent fundamental changes in the way the web is used and the concomitant new technologies. This study takes a first step towards achieving an understanding of how European convention bureaux (CB) are harnessing, in their marketing communications programmes, the opportunities created by the availability of Web 2.0 applications, and how they are measuring the effectiveness of their use of these tools. It highlights the various objectives that CB have, for their use of Web 2.0 and provides evidence that suggests that the effectiveness of these tools is in many cases unproven. In terms of industry perspectives, the results provide a number of important insights to practitioners in the areas of destination marketing, and should assist them in benchmarking their own use of Web 2.0. This study points to the need for European CB to rethink their current marketing resource allocations and strategies by developing and implementing innovative Web 2.0 strategies for building sustained customer loyalty and competitive advantage.