Digital Reconstruction of Organizational Culture: Montenegrinian Tourism Entities Summary
Digital Reconstruction of Organizational Culture: Montenegrinian Tourism Entities Summary

Author(s): Žarko Rađenović, Olivera Vlahović, Mileva Manojlović
Subject(s): Economy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Organizational culture; Digitalization; Tourism
Summary/Abstract: One of the most important steps in raising the effectiveness of an organization’s operations is the digitalization of its culture and the development of a digital environment for its company. At all organizational levels, tourism entities should undertake the process of adopting information systems and match them to the type of organizational culture. Therefore, the purpose of this work is to determine if organizational culture and its digital reconstruction and transformation in Montenegrin tourist entities, especially hotels, have a beneficial conjunction over five years. The anticipated findings, which were obtained at more than 100 hotels using the OCAI (Organizational Culture Assessment Instrument) questionnaire and a few digital variables, should demonstrate that the organization has advanced considerably since going digital and that Clan’s organizational culture is now the most prevalent.

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