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The paper aims to present an approach for services in the domain of tourism based on a software application in the area of ontology engineering, showing a methodology for intelligent knowledge‐based P2P networks creation, in the tourism knowledge domain, given that, potential tourists share and organize their experiences, interests and knowledge. Using the proposed software application, they automatically exchange their knowledge, with an intelligent and transparent way, with other users that have the same or similar interests and make use of it.

The approach followed was categorizing tourism‐related interests and services into ontologies (system and user), then comparing them, using intelligent algorithms, suggesting new, unknown to the user, interests. The data were evaluated by experts in order to provide a guide for correct (according to the expert) interestingness of profile concepts.

The paper presents the outcomes of the software used, running on mobile devices, showing the connection for them, among user knowledge profiles and tourism services. It has been found that the return results (concepts) are of high interestingness to the user.

Experiments have been performed with one central ontology, used as reference and two user ontologies at the same time. The authors would suggest more experimentation, with more users connected concurrently.

Of high practical importance is the creation of intelligent social networking processes and user communities based on interests for further e‐commerce activities, based on a semantic framework.

The paper fulfils the need for intelligent interaction and distribution of knowledge and content to users in an autonomous way, anywhere.

The purpose of this paper is to investigate the possibility of using the new marketing research tool of prediction markets (PMs), which integrates customers to into the marketing research process. The research questions are: does taking part in PMs influence customers’ brand perception? Is there a danger of damaging a brand through this tool?

The paper uses a series of five short-term (less than one hour) and five long-term (three weeks) experimental online PMs where customers are integrated into marketing research and apply a series of online-surveys before and after taking part as virtual stock market traders. Subjects of research are taken from the sporting goods industry.

The paper shows that PMs can be used by marketing researchers without the danger of damaging the brand of the products that are subject of the PMs, although customers are being integrated to improve the markets’ forecasting accuracy.

The study's subject are medium priced sporting goods only. Possibly in other product fields, results may differ. Thus, the authors see a field for further research in this limitation.

Managers for marketing intelligence have more reason to make use of the efficient and rather new tool, PMs. Marketers can potentially improve their forecasting accuracy by integrating customer information into their reports. In addition, the authors see a high potential in the area of innovation management as well.

There has been no research on perceptions of PMs and brands at all so far.