engleski

Deriving information superiority of the Croatian tourism product in virtual environment from a global CRM system

Information distribution and the consequent information superiority creation is the basis of competitiveness in the circumstances of global transparency enabled by the virtual world of the omnipresent computer network – the Internet. Evolutionary technological processes, resulting in the transformation of physical business operations into a virtual system, have implied dramatic changes in the way modern business is conducted. Apart from encouraging and facilitating changes in business operations, technology provides for the definition of new business concepts that were either not available or available only to a limited degree in traditional ways of conducting business. One of these concepts is customer relationship management (CRM), built upon the philosophy of relationship marketing and the potentials of modern information and communication technology (ICT). Even though the CRM concept is a relatively recent development, due to rapid advancement of ICT, especially its Web subsystem (currently in Web 2.0 version, with Web 3.0 on the horizon) it is constantly evolving and finding new ways to improve pre-sale, sale, and post-sale activities, all aimed at retaining the customers and transforming them into clients. Since tourism is crucial for future economic development of the Republic of Croatia, it is of utmost importance to approach its further evolutionary processes in a systematic way, and to construct a model that will allow the Croatian tourism product to remain transparent in the conditions of developed electronic business. For a model to be successful, it would need to be comprehensive, integrative and applicative. A necessary component of such a model is the CRM system which should ensure that customers are retained through their repetitive and cross-consumption of the Croatian tourism product. The research to be presented here is aimed at developing a conceptual electronic business model for Croatian tourism using Web 2.0 and Web 3.0. Particular attention will be given to the principles of construction and functioning of a global CRM system that should result in information superiority of the Croatian tourism product, to be achieved by profiling each individual consumer, with the aim of keeping him/her as a customer and increasing his/her profitability.

CRM; Croatian tourism product; electronic business; information superiority; relationship marketing

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