“…Many tourism businesses are, in one way or another, changing their approach to the manners of presenting themselves online (Au, 2010;Jones & Yu, 2010;Schegg et al, 2008). However, most of the studies have assesses so far mainly the social and psychological effects, and have well confirmed the role played as sources of information and areas in which discussing various issues related to travels or stays (Chung & Buhalis, 2008;Kasavana et al, 2010;Parra-Lopez et al, 2010;Schmallegger & Carson, 2008;Xiang & Gretzel, 2010). Some works have also discussed the effects of these tools on the image and the popularity of destinations or other tourism operators, mainly in the hospitality sector, in which the direct contact, real or virtual, with the customer and their crucial role for the good health of the companies (Burgess et al, 2009;Matloka & Buhalis, 2010;Sigala, 2010).…”