The impact of web 2.0 on the marketing processes of restaurant businesses

This paper analyzes the modalities whereby the restaurant industry is facing the web 2.0 evolution. To achieve this objective, the study adopts multiple approach-types (adoption of an online visibility index, fuzzy-set ideal type analysis and interviews conducted to 33 Italian restaurants). Results highlight relevant gaps between full exploitation of the web potentialities and the best results obtained by the investigated restaurants (subdivided...