Master's Thesis from the year 2016 in the subject Tourism - Miscellaneous, language: English, abstract: The focus of the thesis is to investigate the current online reputation of the tourism destination Baku (Azerbaijan), and to underline the importance of examination of the online reputation for this tourism destination. In particular, existing communication gaps between official and unofficial online communication will be closely investigated. Finally, throughout the research, scientific literature devoted to the reputation concept will be analysed and based on the findings the existing lacks in this field will also be addressed. In the last decade the study of online reputation was the focus for many scholars. The advent of the Web 2.0 allowed Internet users to produce online contents, and as consequence increased the needs to better understand how to manage the online reputation of an object, person, a company, and a tourism destination as well. Indeed, in the current dynamics of a business environment, the monitoring of online reputation became an essential part of management for organisations, and also DMOs (Destination Management Organizations) are also involved in such a phenomenon.