Abstract

This research aimed investigate impact of organizational creativity (OC) on enhancing tourist's perception (TP) of the Ministry of Culture, Tourism, Antiquities. To achieve study's objectives, a descriptive-analytical approach was adopted as the methodological framework. The study population comprised senior and middle management within the Ministry. A total of 149 questionnaires were distributed as the primary data collection tool, of which 140 were returned, deemed valid for statistical analysis. This high response rate reflects the representativeness of the sample within research population. The study measured organizational creativity based on four key dimensions: originality, fluency, flexibility, sensitivity to problems. The most significant findings, derived from statistical analysis, concluded that organizational creativity has a statistically significant impact on improving and developing the tourist's perception of the Ministry. Furthermore, study demonstrated that the adoption of creative practices by administrative leaders directly contributes to enhancing the quality of tourism services provided, which positively impacts tourists' perceptions. The study recommends need to establish a culture of organizational creativity as a fundamental pillar for developing institutional performance and enhancing the Ministry’s tourism competitiveness in its ability to attract tourists.