| Summary: | This study sought to examine how Web 2.0 conversations in social
media platforms impact destinations’ reputation and how co-creation
practices influence this process. The five most competitive destinations
worldwide were included in the research. The results demonstrate that
monitoring social media is a challenge in tourism but also a strategic
tool to support decision-making processes and sustainable destination
brand building. Various monitoring and analytic tools are currently
available, but more models are needed to systematise and harness
social media data for destination management organisations. The
findings include tourists’ central role in destinations’ competitiveness
through these visitors’ online posts about experiences and opinions, as
well as key strategies for successful social media management based on
this study’s results
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