engleski

Technology-driven e-marketing model of Croatian tourism product with an emphasis on web 2.0 potentials

The advent of the Internet, especially the World Wide Web, has opened up an array of possibilities for the society to operate in virtual space, and particularly great possibilities are offered by the the so-called social Web, i.e. Web 2.0. Many areas of human activities, including business operations, have acquired their alternative virtual mode, and all these forms are today subsumed under the concept of e-business. Although the principles of doing business in the physical and virtual environments are almost the same, the virtual or electronic business has numerous specific features. Although virtual business accounts for an ever growing proportion in overall business activities, it cannot be viewed as a static homogeneous category, as it continues to change and evolve in step with the development of information and communication technologies. It should be noted that all the processes within virtual space are global and transparent ; therefore, e-marketing is the basic and the only rational business philosophy that can be used in running a business in virtual environment. The virtual environment in the World Wide Web is a means of creating information superiority, i.e. competitive advantage, for both virtual and physical products. The competitiveness of the tourism product has become functionally dependent on the success in creating information superiority in the virtual environment. Since Croatian economy relies increasingly on tourism, it is imperative to find the optimal model of showcasing the Croatian tourism product in the virtual environment. To do this, it is necessary to understand the current state of the information and communication technologies, predict how they will further evolve, look into the available models of their usage, and find the optimum combination of technology and usage methods for the development of e-marketing of the Croatian tourism product.

e-marketing, e-business, tourism, Croatian tourism product, information superiority, Web 2.0

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