Communication 2.0 in the Spanish Tourism Sector: An analysis of the official tourism promotion websites

Communication is a key tool to inform consumers about products and services. Consumer communication strategies must consider current consumer trends that are brought about by internet and new technologies. In this context, the concept of communication 2.0 arises. The term encompasses tools such as: web pages, social networks, and banners, which are in constant evolution. The Spanish tourism sector is no stranger to this trend. Therefore, it must also make use of these media formats to reach the largest possible number of potential tourists in the global market. Considering this scenario, the present research examines how the Spanish Communities use these new tools, which is carried out through a content analysis of their official tourism promotion websites. Results show that Spain makes a remarkable use of web 2.0 tools for tourism promotion purposes, mainly through attractive, intuitive, and simple web pages, social networks, and interactive maps. However, there is still room for improvement in the way these tools are employed. Moreover, Spanish tourism can further capitalise on communication 2.0 by using additional tools, such as smartphone and tablet applications, and real-time user communication tools.