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

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.