Evaluating the Impact of Applying Organizational Creativity on Tourism Companies` Success

Abstract:
The rapid growth of competition in business and the rapidly changing information technology make a pressure on organizations to improve their old systems and products continually. What makes creativity more needed in tourism companies is the ease access of tourists to information and distant markets, the great experience of client and the fact that the demand for tourism services is becoming more fragmented and specialized so traditional methods are no longer enough for tourism companies to achieve success which can be measured by achieving the setting goals, offering high quality services, impacting on stakeholders, achieving financial returns or saving time and cost. Because of the mentioned significance of organizational creativity on tourism companies` success, the research study the impact of applying organizational creativity on the tourism companies` success, determine the organizational creativity blocks to tourism companies in order to avoid them. Depending on theoretical research, it has been found that organizational creativity has a positive impact on tourism companies` success because creativity results innovation, service improvement, efficiency, high quality of services and high performance which help tourism companies to stay competitive and adaptable to new customers'.