The Construction Mechanism Research on Organiza-tional Context Creativity in the Age of Digital Intelli-gence:A Multi-case Analysis of Four Chinese Cultural and Tourism Enterprises
Digital technology continuously promotes the transformation of cultural and tourism enterprises from traditional context to virtual-re-al integration context,which not only brings highly complex environ-mental challenges to enterprises,but also brings rapid development op-portunities for enterprises.Pioneering enterprises such as Disney show outstanding context creativity and vitality.The organizational creation process based on context boundaries and elements presents the charac-teristics of business alienation.There are contexts dominated by realistic environment,with clear boundaries and focused elements,such as cul-tural tourism context spots and theme parks with creative application of virtual reality technology.There are also contexts dominated by virtual environments,with relatively open boundaries and divergent elements,such as Internet games and short video platforms that enhance user participation through a large number of offline activities.The creative process carried out by the enterprise based on the context boundary and elements can achieve continuous iteration for the context elements at the individual,team and organizational levels,and finally form the upgrade of the organization's capability.However,existing studies ignored the role of context in organizational creativity formation,and the differenti-ation of the creative process of organizations in different contexts is still a research field that needs to be further explored.Organizational creativity is the front end and foundation of organiza-tional innovation.It is the ability of an organization to produce inno-vative ideas related to products,services and processes through the interaction between individual or group creative behavior and complex social environment.Scholars have mainly explored creativity at the individual,team and organizational levels,but due to differences in research context and analysis level,existing studies have formed rela-tively independent interpretations.In fact,the process of organizational creation based on application contexts reflect the characteristics of trav-el alienation,which provides a suitable theoretical basis for this study to explore the process of the formation of new creativity in organizations.The creative process of the organization in different contexts shows dif-ferent characteristics,which affects the way of generating new ideas in the organization and can give new functions and meanings to products or services.However,the role of context in the formation of organiza-tional creativity needs more exploration.Although scholars have paid attention to the interaction between organizational members and teams in the social system and realized the supporting role of context,for in-stance,specific market environment and organizational environmental pressure are included in the analysis of organizational creativity,most of them are based on the implicit assumption of entity organization.Analysis that categorizes virtual-real fusion contexts and incorporates organizational creativity formation processes remains exploring.The differentiation of organizational creative process in different contexts is still a research field that needs to be further analyzing.In this paper,four Chinese cultural and tourism enterprises,China Youth Travel Service Holding Co.,LTD.,Walt Disney(China)Co.,LTD.,Shanghai Mihoyo Network Technology Co.,LTD.,and Beijing ByteDance Technology Co.,LTD.,are selected as case study objects.Primary data were collected through on-site observation experience and semi-structured interview.Secondary data were collected through news reports,research reports,corporate brochures,academic papers and official websites.This study followed the standard coding steps of qualitative data,based on rooted theory coding methods,explored the connotation of new organizational creativity through the extraction of first-order constructs,the induction of second-order themes,and the extraction of aggregate dimensions,analyzed the creative process of organizations in different context.Further,the construction mechanism of organizational context creativity is summarized.The main research findings of this paper contain three portions.First,the process of organizational context creation,based on the effective use of different context characteristics,presents two types of convergence context combined creation and open context extended creation.Com-bined with relevant theoretical studies on context and organizational creativity,this paper defines context creativity as the ability formed by the interaction among individuals,teams and organizations in the process of generating novelty,relevance and significance ideas based on context feature recognition and value stimulation.Second,the construction of organizational context creativity shows cross-level connection mecha-nism and structural expansion mechanism among different levels of the organization.The dimensions of the cross-level connection mechanism include context thinking guidance,context scheme sharing and context goal deepening.The dimensions of structural expansion mechanism are embodied in the emergence of context ideas,the construction of context schemes,and the exploration of context objectives.Third,the construc-tion mechanism of organizational context creativity is embodied in the process of continuously generating new ideas and shaping organizational ability under different context.There are two dominant logics:deep itera-tive logic and rapid breakthrough logic.The theoretical contribution of this paper mainly includes three aspects.First,this study embedded the concept of context into the study of organizational creativity,proposed the new creativity of organizations in the context of digital innovation,identified the basic role of context in the creative process of organizations,dissected the creative process and characteristics of organizations in different contexts,and deepened the connotation of combined creation and extended creation in the con-text-real fusion context.This paper extends the theoretical boundary of organizational creativity classification and front-end research on orga-nizational context innovation,and provides a new analytical framework for organizational creativity in digital context.Second,on the basis of analyzing the process of context creation in organizations,this paper puts forward two mechanisms for the formation of context creativity,explores the theoretical relationship between the process of context creation in organizations and the mechanism of context creativity con-struction in organizations,deepens the process research on the effect of context characteristics on organizational creativity,and expands the research boundary of organizational creativity mechanism.Third,this study explores the construction mechanism of organizational context creativity,identifies two dominant logics in the process of organization-al context creation:"deep cultivation iteration logic"and"rapid break-through logic".Based on individual,team and organizational levels,it deconstructs the process of organizational context creativity through continuous interaction when organizations deal with the fusion of vir-tual-real and constantly changing contexts at different levels.Starting from the individual,team and organizational levels,this study refines the theoretical explanation of organizational creativity and extends the front-end research on organizational context innovation,analyzes the theoretical relationship between organizational creative process and organizational creativity construction mechanism,and provides references for enterprises to build organizational creativity and digital innovation-driven development practice.The practical enlightenment of this paper are as follows.First,based on the characteristics of the enterprise environment and digital context,the creative combination and open extension of different products or technologies are used to continuously create context-real integration elements.In the context based on the real environment,enterprises can fully accumulate context elements by regularly updating and discussing them.In the context dominated by virtual environment,enterprises can motivate employees to follow up the updating and learning of informa-tion technology,communication technology and intelligent technology through system design or corporate culture.Second,promote the con-tinuous development of digital intelligence innovation of enterprises through the creation of context creativity,connect different levels in the organization,creatively expand the organizational structure,and appropriately allocate context resources to enhance competitiveness.In the context based on linear design,more context resources need to be allocated to collaboration tools and information management.In a continuously dynamic update context,context resources need to be al-located to multi-platform applications.Third,take the different logic of deep cultivation iteration and rapid breakthrough as the strategic devel-opment guidance of corresponding enterprises,and establish a perfect cooperation mechanism to ensure the normalization and sustainability of context creativity of organizations in the age of digital intelligence.Enterprises located in a relatively stable geographical location can in-tegrate existing elements of a limited environment by deeply absorbing local culture.Enterprises with relatively dynamic changes in the con-text can quickly create a high-attention context by following and invest-ing in the application research and development of cutting-edge digital technologies,and break through the number and vitality of users.
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