ABSTRACT
In the information society, knowledge represents the major asset of a tourism firm enabling it to survive as well as to achieve a competitive advantage. The advances and tools of Web 2.0 represent a very interactive platform not only for storing and searching, but also for creating and disseminating information and knowledge. In this vein, more and more companies are trying to exploit Web 2.0 for identifying new ways to cultivate and support knowledge sharing and creation with their customers, suppliers and many other partners (Wagner and Bolloju 2005; Christou 2003, 2010). Moreover, many firms are also exploring ways to utilise Web 2.0 tools (such as social networks, blogs and wikis) for creating and supporting a knowledge sharing culture and infrastructure amongst their employees and project groups (Chalkiti and Sigala 2008).
