This paper reports on the findings of a research on the Web strategy and efficacy of different kind of firms operating in the tourism industry. The study has been conducted considering European companies. In this article we investigate the value chain of the tourism industry. The aim is to understand which organizations are the most prepared to use the real oportunities offered by the virtual channel. For example travel agencies are using the Web site as a communication tool, and hotels are using it to market goods and services, to receive reservations, and to evacuate customer complaints or suggestions
