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More and more firms are adopting Web 2.0 technologies for different purposes.  Despite some studies about the impact on different aspects of the  organization of these technologies, few studies have empirically tested their  effects. This study confirms that the there is a positive relationship  between Web 2.0 adoption and Innovativeness and between Innovativeness and  Business Performance. We can conclude that Innovativeness is a mediating  variable between Web 2.0 and Firm Performance. The relationships were tested  in a sample of 244 hospitality firms, using a structural modeling approach.  The results are presented and discussed. In the last section of the article,  the conclusions are discussed and finally, some future lines of research are  suggested.

An application of structural equation modeling for continuous improvement