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CHALLENGES OF BUSINESS MODEL DIGITALIZATION IN CASE OF TRAVEL AGENCIES Sanja Marinković University of Belgrade, Faculty of Organizational Sciences, Jove Ilica 154, Belgrade, Serbia DOI: https://doi.org/10.31410/tmt.2019.307 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: This paper presents a new collaborative business model developed for the needs of tourist sector in Serbia. Development of a new digital platform for travel agencies was a joint project involving IT experts and software engineers, and travel and tourism experts from several agencies in Serbia. The aim of the paper was to identify the results and benefits that the new business model could bring, as well as the challenges in implementation. Case study approach was used in order to collect relevant information from practice, to identify potential benefits and challenges for creators and first users of digital platform. In second phase of the research, the goal was to get feedback from travel agencies staff that was using a new digital platform. Through defined questionnaire they were asked to express their attitude about relevant determinants. In the conclusion, the findings from two research phases were compared and analyzed together and significant conclusions were drawn. 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