A major impact of the democratisation of the internet though Web 2.0 user generated content:

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The democratisation of the internet through Web 2.0 user-generated content has led to a decrease in the control that DMOs (Destination Marketing Organizations) have over destination image. With the rise of social media and review platforms, individuals have the power to shape the image of a destination through their own experiences and opinions. This has made it more difficult for DMOs to control the narrative surrounding a destination. Though advertising costs may have increased as a result of the shift towards digital marketing, it has not necessarily led to an increase in the credibility of DMO advertising.

A Major Impact of the Democratisation of the Internet Though