CHANGE MANAGEMENT IN TOURISM: THE CASE OF NORTH MACEDONIA
CHANGE MANAGEMENT IN TOURISM: THE CASE OF NORTH MACEDONIA

Summary/Abstract: The main objective of this paper is to discuss and analyze the change management process, more specifically in the tourism sector and to examine the case of the tourist agencies in North Macedonia as to whether they are following the modern industry trends. For that purpose, we made extensive literature review and conducted empirical research among the tourist agencies based in North Macedonia. Most important emphasis is on the change management in general and the change management in tourism. The literature review discusses the recent developments in change management and the most commonly used methodologies applicable to the tourism sector. The conducted empirical research answers the questions whether the tourist agencies in North Macedonia have adopted and implemented the change management and whether they have adapted their management, organizational structure and functional capabilities to the changing customer needs, wants and business environment. The paper analysis different managerial frameworks and the research confirms that when agencies are utilizing structured change management they report improvement of their operating results and market position.

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