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Web 2.0 technologies challenge many tourism marketers since they have to change their old marketing beliefs and quickly learn how to best capitalize on Web 2.0 technologies. Recognizing the growing importance of Web 2.0 technologies in tourism, this paper seeks to provide a new marketing framework to help travel marketers better understand the changing marketing environment and also to identify research opportunities for tourism researchers. The new marketing functions extended by Web 2.0 technologies are discussed based on current marketing literature. Further, case studies are presented to illustrate how these functions could be translated into practical tourism marketing strategies.