The term Web 2.0 is defined as a 'perceived second generation of Web-based services - such as social networking sites, wikis, communication tools...that emphasise online collaboration and sharing among users' (Wikipedia in O'Connor 2010). As an empowering tool for consumers, Web 2.0 relies on user-generated content, harnessing the power of 'prosumers' - users who simultaneously produce and consume online content (Tapscott and Williams 2006). Such user-generated content is becoming increasingly important in the decision making of consumers, including tourists. Basically, the data posted on Web 2.0 about products and services are web-based 'word-of- mouth' recommendations but with a quantum increase in reach and power. As such, this content has a high level of credibility in the eyes of the consumer as being unbiased and relevant (O'Connor 2010). Prosumption empowers consumers whose choices have until now been constrained by a top-down corporate culture and marketing industry (Bruns 2008). It is now more difficult for marketers to craft sales messages and position them in front of an unin formed and uncritical consumer (Kuehn 2011; O'Connor 2010).

Web 2.0 offers a mechanism, for example, through which the hospitality indus try can become more ethical in its practices. TripAdvisor.com, is the world's largest online network of travel consumers. It claims to have over 32 million members and features over 75 million user-generated reviews and opinions on nearly half a million hotels and attractions worldwide. Their websites attract nearly 56 million monthly visitors (TripAdvisor 2012). By way of comparison, travel publisher Frommer's sells about 2.5 million paper guidebooks each year (O'Connor 2010). TripAdvisor displays 'detailed, rich and relevant' data for use by consumers in their travel planning (O'Connor 2010). The two reviews below (both at www.tripadvisor.com) are typical of negative feedback from users of accommodation (bear in mind that positive reviews, however, abound.)

*False advertising

[We] Booked the room primarily because according to the web site they had hot tub rooms. We booked one and received confirmation. When we checked in we were told 'oh no - we don't have hot tub rooms. They took a whopping $4.25 off our bill to compensate us. That will be the last time we stay at any Ramada Inn.

Bed bugs and false advertising'

The staff was not very concerned or surprised when I awoke with bug bites on my body, head, hands and legs, and then reported this to them. No compensation has been tendered and I have been told that I would have to go to a physician to get the bites diagnosed at my expense, of course. The ad in the Travel Buddy is misleading, there is only a waffle, no hot breakfast, and no restaurant on the premises.

Critics argue that sites such as TripAdvisor can be abused by hospitality pro viders, providing false reviews to enhance a hotel's reputation or to tarnish that of competitors. But O'Connor's (2010) analysis of 100 London hotels, suggests that fears that the system is compromised by false reviews posted are unfounded

ETHICS ANALYSIS FORM

1.Who are the affected tourism stakeholders?

2. What ethical frameworks is affected or used?

3. What are the possible outcome/s of the touristic activity?

Ethical Decision Making:

1.

2.