Organizational Creativity in the Function of Improving the Competitive Advantage of Tourism Companies in Bosnia and Herzegovina

Purpose: The goal is to research how tourism companies encourage organizational creativity and thus gain a competitive advantage. The aim of this paper is to answer the question of whether the competitive advantage of tourism companies in Bosnia and Herzegovina can be improved by encouraging organizational creativity. Approach/ Methodology/ Design: For collecting data, a survey questionnaire was developed. The survey questionnaire was distributed electronically to tourism enterprises in Bosnia and Herzegovina. An econometric analysis is employed in order to prove the positive correlation between creativity and competitive advantage of tourism companies in Bosnia and Herzegovina. Findings: The results of the research showed that in order to achieve a competitive advantage, companies can manage creativity by encouraging: individual creativity whose existence is conditioned by the ability to think creatively, intellectual capacity, motivation and freedom of decision of employees. Based on the obtained research results, team creativity can be realized when employees develop a tendency to share knowledge, have confidence in the team, and that the organization ensures a free flow of information. Practical Implication: A model of creativity and innovation is proposed in this study. Based on the results of the study, the model could be applied to other transition countries in the region. Originality/Value: A special contribution of the paper is the model of integrative creativity to tourist companies.