Conceptual model for promotion of Croatian tourist product based on integration of CRM and Web technologies

Global economic crisis should be accepted in two ways: as a limitation, but also as an opportunity. Related to tourism, crisis will surely reflect on the Croatian tourism for a simple reason that the target group of Croatian tourism is middle and lower class population of the central and Western Europe, with lower purchasing power. These classes are the first to be hit by a crisis, which implies the necessity of reorganization of Croatian tourism toward those consumers who travel also at the times of crises. In order to do so, it is necessary to utilize potentials of information and communication technology, especially the Internet, and potentials of the customer relationship management concept. On the side of information and communication technology, particular advantages are provided by the concepts Web 2.0 as a synonym for social network, and Web 3.0 as a synonym for implementation of artificial intelligence in Web technologies. Synergistic effect of the above mentioned concepts and technology should be realized in the model of integral presentation of the Croatian tourist product through the Web.