Social Networking Sites: A panacea for enhancing productivity in the organisation during Covid-19 crisis, the case of tourism SMEs in South Africa

IF 0.4 Q4 COMMUNICATION
B. Mbatha
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Abstract

Social networking sites are regarded as useful catalysts for enhancing organisational work productivity and creativity. In the wake of the COVID-19 pandemic, the spin-offs associated with these particular platforms have become even more evident. Consequently, this study sought to explore the added benefits of using social networking sites to improve the work productivity and creativity of selected urban tourism-related Small and Medium Enterprises (SMEs) in the City of Tshwane, South Africa. The exploration of the researchquestions of the study suggests a theoretical framework that consists of key elements of diffusion and adoption of technology. As a result, Roger’s Diffusion of Innovations Theory proved to be most applicable as it offers a relevant analytical framework for the dissemination and adoption of technology. The study adopted a qualitative approach by conducting interviews with a targetedpopulation of SME service providers in the context of Pretoria (Tshwane) in the Gauteng province. The sample consisted of 50 such service providers that were selected using purposive sampling. Sampled SMEs included: 20 "bed and breakfasts", 20 guest houses, and 10 tour operators. Interviews were then conducted with their relevant managers. The data were analysed using open coding, where dominant themes from the discussions were identified and discussed in detail. 
社交网站:在2019冠状病毒病危机期间提高组织生产力的灵丹妙药,以南非旅游业中小企业为例
社交网站被认为是提高组织工作效率和创造力的有用催化剂。在2019冠状病毒病大流行之后,与这些特定平台相关的附带利益变得更加明显。因此,本研究试图探索使用社交网站的额外好处,以提高南非茨瓦内市选定的与城市旅游相关的中小企业(sme)的工作效率和创造力。通过对研究问题的探索,提出了一个包含技术扩散和技术采用关键要素的理论框架。因此,罗杰的创新扩散理论被证明是最适用的,因为它为技术的传播和采用提供了一个相关的分析框架。本研究采用定性方法,在豪登省比勒陀利亚(茨瓦内)对中小企业服务提供者的目标人群进行了访谈。样本由50个这样的服务提供商组成,这些服务提供商是通过有目的的抽样选择的。抽样的中小企业包括:20家“住宿加早餐”、20家民宿和10家旅行社。然后与他们的相关经理进行访谈。使用开放编码对数据进行分析,其中确定并详细讨论了讨论中的主要主题。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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