ORGANIZATIONAL CULTURE AS A FACTOR OF DIGITAL MATURITY OF ORGANIZATIONS IN THE TOURISM SECTOR
Ivana Simić, PhD, Full Professor
Faculty of Economics, University of Niš, Trg kralja Aleksandra Ujedinitelja 11, Niš, Serbia
Ivana Marinović Matović, PhD
Addiko Bank, Mihajla Pupina 6, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2018.231
Ivana Simić, PhD, Full Professor
Faculty of Economics, University of Niš, Trg kralja Aleksandra Ujedinitelja 11, Niš, Serbia
Ivana Marinović Matović, PhD
Addiko Bank, Mihajla Pupina 6, Belgrade, Serbia
DOI: https://doi.org/10.31410/tmt.2018.231
3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia; ISBN 978-86-80194-14-1; Editors: Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia
Abstract: Digital maturity of organizations represents the level of organization’s readiness and ability to apply the latest digital technological achievements that enable them to function better and take better positions in a hyper competitive business environment. In addition to technology, the level of digital maturity of the organization is influenced by a number of other organizational factors: business strategy, organizational structure, organizational culture, quality of personnel of the organization. In this paper, special attention is given to organizational culture as one of the organizational variables that significantly defines the level of digital maturity of the organization. The aim of the paper is to provide managers of all organizations, and especially managers in the tourism sector, the ways and mechanisms for creating such an organizational culture that will represent a strong support to the organization for achieving higher levels of digital maturity.
Keywords: organizational culture, digital maturity, digital transformation, organization, tourism sector.
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