TOURISM AND E-BUSINESS: THE SEMANTIC PARADIGM AS A PRECONDITION FOR SUCCESS/TURIZAM I POSLOVANJE PUTEM WEBA: SEMANTICKA PARADIGMA KAO PREDUVJET USPJESNOSTI

The development of technology in many ways determines the business concepts and way of business processes at all levels of business. Tourism business, today can not be imagined without the integration of Internet and the Web in everyday business practice. Semantic Web (which deals with aspects of the meaning) is an extension of the World Wide Web as seen through the integration of "machine" technology and human intelligence (human brain), and is often described in different ways as a Utopian vision, website data-information, or paradigm change in everyday use of web. Modern business via the web starts from the behavioral approach of all involved in the business process, particularly in the area of online promotion, whereby the base of a dynamic web site should be automatism which is based on the results of semantic analysis. Business via the web is increasingly important and dominant in the business. Business "Systems" - companies in the tourism industry must follow modern trends and continuously adopt technological changes from the global context. In this way the positive effect is visible at the web site user side (satisfaction) and on the better business results on the other hand. The main feature of this paper is to present behavioral models in the tourism business through the prism of the Semantic Web paradigm. Sazetak Razvoj tehnologije u mnogocemu determinira poslovne koncepte i nacin odvijanja poslovnih procesa na svim razinama poslovanja. Poslovanje u turizmu danas se nemoze niti zamisliti bez integracije interneta i weba u svakodnevnoj poslovnoj praksi. Semanticki web(koji se bavi aspektima znacenja) je prosirenje World Wide Weba promatrano kroz integraciju "stroja", tehnologije i ljudske inteligencije (ljudskog mozga), a cesto se opisuje na razlicite nacine kao utopijska vizija, web podatak ili pak promjena paradigme u svakodnevnom koristenju weba. Suvremeno poslovanje putem weba polazi od bihevioralnog pristupa svih involviranih u poslovni proces, posebice u segmentu on line promocije pri cemu bi temelj dinamike odredenog web site-a trebao biti automatizam upravljan ponderiranim razultatima semanticke analize.Poslovanje putem weba sve je znacajnije i dominantnije u poslovanju. Poslovni subjekti u turizmu moraju se suvremenim trendovima i promijenama stalno prilagodavati kako bi ne samo zadrzali konkurentnosti ucinkovito pozitivno djelovali na zadovoljstvo korisnika svoga "weba" i na svoje poslovanje uopce, vec da bi i opstali. Glavna znacajka o