A model of the global CRM system aimed at the improvement of the tourism offer within the Republic of Croatia

The low level of competitiveness of the Croatian economy on a global scale suggests tourism as an export potential of the Republic of Croatia. Summer tourism is especially important at today´s level of development. In view of the utilization level of the summer tourism, public attitudes stating that the summer season should be extended can be heard, thus increasing the benefits from the summer tourism season. However, the possibilities of the better utilization of the existing potentials within the existing summer tourism season must also not be neglected. To that purpose it is necessary to better utilize the potential of the current guests, and an effort should also be made to try to retain these guests and transform them from consumers to clients. This can be achieved by applying Customer Relationship Management (CRM). The application of this concept itself requires the use of modern digital technology. In order to ensure the aggregate effect of customer relationship management on the overall tourism product of the Republic of Croatia, this concept should be raised from an individual level to the aggregate level of Croatian tourism. This research focuses on the model of the integral global CRM system aimed at improving the tourism offer within the Republic of Croatia.