ORGANIZATIONAL CULTURE AS A FACTOR OF DIGITAL MATURITY OF ORGANIZATIONS IN THE TOURISM SECTOR
ORGANIZATIONAL CULTURE AS A FACTOR OF DIGITAL MATURITY OF ORGANIZATIONS IN THE TOURISM SECTOR

Author(s): Ivana Simić, Ivana Marinović Matović
Subject(s): Economy, Tourism, ICT Information and Communications Technologies
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: organizational culture;digital maturity;digital transformation;organization;tourism sector;
Summary/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 betterpositions in a hypercompetitive business environment. In addition to technology, the level of digital maturityof 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 significantlydefines the level of digital maturity of the organization. The aim of the paper is to provide managersof all organizations, and especially managers in the tourism sector, the ways and mechanismsfor creating such an organizational culture that will represent a strong support to the organization forachieving higher levels of digital maturity.

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