This paper examines digital transformation through the application of payment models and decision-making processes of two key actors: small business owners (hospitality entrepreneurs) and end users (guests). The focus of the research is a traditional hospitality establishment, the restaurant “Šadrvan kod Jonuza” in Novi Pazar, which represents an authentic economic and cultural symbol of the region. The study analyzes the complex dynamics of decision making by drawing a parallel between global standards and the specific local modalities of microbusiness operations. The methodology is based on the case study approach, supported by surveys conducted on a sample of the local population and members of the diaspora, in-depth interviews with management, and direct observation. The main hypothesis (H0) states that the successful transformation of digital payments in traditional microbusinesses does not primarily depend on technological infrastructure, but rather on an adaptive decision-making process that integrates digital efficiency with the local system of trust. The findings indicate that the digitalization of payment transactions in local brands does not result in a loss of authenticity, but rather strengthens their market position. The results confirm that the decision-making process evolves toward a hybrid model in which technology (digital code) functions as support rather than a substitute for traditional values and personalized service. The final findings suggest that a complete transformation requires overcoming the gap between technological determinism and local mentality, with digital payment emerging as a key factor in building loyalty among younger generations of consumers.

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