This paper provides a case study illustrating how information sharing, knowledge creation and learning processes might be fostered in the tourism industry via the peer to peer virtual community of DIALOGOI of the Association of Greek Tourism Enterprises (SETE). Primary data were collected through observation of postings on DIALOGOI (desk study) and questionnaires administered to community participants. The primary data collection of the research paper found that: the virtual community promoted information sharing and idea generation; and members geographically dispersed and working for different sectors managed to communicate asynchronously thus initiating both a social network and yielding usable information which can develop into knowledge once applied in a business context. This research could not comment on the knowledge creation potential of the community as information needs to be applied in a business context to become usable. The authors therefore propose further longitudinal studies of the virtual community.
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