Tourism industry has been transformed dramatically by the Internet and web technologies. In the web 2.0 era, travelers‟ behaviors are affected by widely available user generated contents in a number of online social media. Much research has been conducted on the use and impact of web 2.0 on travelers; however, little was known from tourism suppliers‟ perspective. Our research therefore aims to study the topic from a holistic perspective, including activities throughout the tourism supply chain. This paper presents an initial part of the research. It reviews prior literature on the use of web 2.0 technologies in the tourism industry and proposes a conceptual model, which will be used to guide an investigation to the topic.