The second development is the growth in social networking on the Internet thathas had consequences even for ‘in-person’ social networks (Sigala, 2010).Innovations such as Web 2.0 applications and location-based services are currently driving value generation and influence the manner in which tourism information is created, exchanged and evaluated. ‘Various web 2.0 applications such ascollaborative trip planning, social and content sharing networks result in newproducts/services and travelers’ involvement within business operations. Thus, thesenew tools transform travelers from passive consumers to active prosumers (producersand consumers) of travel experiences’ (Tsiotsou & Ratten, 2010, p. 537). Becausethese technological innovations encourage social interactions between consumers,relationships can be formed and maintained (Law, Fuchs, & Ricci, 2011).