Relationship improvement model for visitors of the Nature Park Kopački rit through usage of mobile technology

Nature Park Kopački rit is one of the major tourist destinations in eastern Croatia. Its riches draw tourists not only from the Republic of Croatia, but from the whole world. Although the number of visitors is increasing yearly, the Park cannot allow these numbers to grow infinitely given the requirements of sustainable development. For this reason the Park management is considering how to improve relationship with the existing consumers, as well as how to get more from each individual consumer. This is possible by applying the concept of relationship marketing, i.e. customer relationship management (CRM). The first step in this direction is to organize the Nature Park Kopački rit Enthusiasts´ Club. In this way the Club members will be identified, personalized, and given certain benefits on one hand, and it will be ensured that they bring certain profit on the other hand. Modern mobile technology potentials have been chosen as the means for their identification, especially SMS and Web service. Mobile phone as a small-scale computer can not only identify users, but also allows the provision of a range of services in the sphere of collaborative CRM. Some of these services are envisaged in the model of CRM system for the Nature Park Kopački rit.