CHALLENGES OF BUSINESS MODEL DIGITALIZATION IN CASE OF TRAVEL AGENCIES

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.