TY - JOUR TI - IT as the supporting tool for CMR in a tourist company AU - Perechuda, Kazimierz TI - IT as the supporting tool for CMR in a tourist company AB - The objective of this paper is to identify possibilities for tourist company client reorientation by means of modern technologies implementation, and also to provide empirical verification of the current application scope regarding these technologies. The research, performed by means of diagnostic survey, was conducted in April and May 2011 in a group of over 100 people representing clients of Rainbow Tours and Triada tour operators, who visited their agencies located in Wrocław. The study focused on customer service in travel agencies using online technologies. The paper presents: 1) the new IT functions in tourist businesses, 2) new expectations of modern tourist clients, 3) empirical research of the tourist www pages, 4) clients and tourist agencies reorientation from CRM to CMR. The main methods helpful in covering clients by the process of such tourist service creation from a CMR perspective are as follows: information exchange, client enquiry monitoring, joint preparation and implementation of projects, knowledge creation, development and sharing in ethical perspectives, the introduction of motivation systems facilitating learning processes – ongoing education and improvement, knowledge sharing climate creation and the skill of social and individual barrier elimination in the course of this process, stimulating staff initiatives and creativity, as well as the construction of an incentive system focused on client participation (e.g. client coaching), the introduction of partnership cooperation between a tourist enterprise – an employee – a client. VL - 2013 IS - Issue 12(1) PY - 2013 SN - 2449-8920 C1 - 2449-8939 SP - 125 EP - 131 UR - https://ejournals.eu/en/journal/international-journal-of-contemporary-management/article/nowoczesne-technologie-informacyjno-komunikacyjne-jako-narzedzie-wspomagajace-cmr-w-firmie-turystycznej KW - ICT KW - Customer Managed Relationships KW - reorientation toward the customer in tourist enterprises