This paper deals with the sharing of tourism experiences by means of web resources and tools. Travellers exchanging opinions and experiences show the importance of virtual communities as one of the key points of the new scenario of tourism business: tourism 2.0. The paper is grounded on a wide review of the literature and offers management and policy implications. It aims at demonstrating the growing importance of viral marketing activities in the tourism industry, where travelling has turned into life experience that generates "value". When transferred to other consumers through the web, this experiential "value" becomes a source of information and an enrichment for purchasing and consumption decisions. The paper starts from the assumption that travelling can be seen as an experience and the consumer seeks constructive experiences: one the main contributions of the paper is about the role of others’ experiences in the process of defining and actually fulfilling one’s tourism experience. In the light of new consumers’ paths toward satisfactory consumption experiences, tourism organization and agencies could benefit by considering new dimensions of the purchasing and consumption process by presenting their products and services through new promotion and selling tools.
Keywords: Consumer behavior, tourism, experience sharing, web 2.0