The challenge of linking destination online reputation with competitiveness

The aim of this study is to evidence how 2.0 conversations in social media impact the reputation of destinations. Additionally, the influence of co-creation practices is analysed. The five most competitive destinations worldwide have been chosen for the research. This paper demonstrates that monitoring social media is a challenge in tourism and is a strategic tool to support process decision making and for destination brand building in a sustainable way. Currently, there are several monitoring and analytic tools, but there is a lack of models to systematise and harness it for the Destination Management Organization (DMOs). In conclusion, how tourists play the main role in the competitiveness of Destinations with their experiences and opinions are considered, along with some keys for successful management of social media are given in the view of the results.