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.
Keywords: Digitalization, Services, Cofer, PlusPlusNT.
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