Digitalisation opportunities and emerging trends shaping the events industry in Ghana: A systematic literature review
TL;DR
This study synthesises dispersed literature on digitalisation in Ghana's events industry, thereby filling a notable gap in the literature and shedding light on the socio-technical factors that influence digital transformation in emerging event markets across Africa.
Abstract
ABSTRACT Digitalisation is reshaping industries globally by improving efficiency, expanding reach and creating more personalised experiences. Yet Ghana’s events industry has not fully embraced these changes. This study uses a systematic literature review to examine opportunities and emerging digital trends in the sector. The PRISMA protocol and the Joanna Briggs Institute methodology were used to analyse studies published between 2014 and 2025 from databases including Google Scholar, Crossref, OpenAlex, and PubMed. The results indicate that digitalisation enhances marketing, operational efficiency, and innovation through Artificial Intelligence (AI) and hybrid event formats. Digitalisation also supports sustainability efforts and the empowerment of Small and Medium Enterprises (SMEs). At the same time, the industry faces challenges related to trust, ethical concerns, and the influence of social media on stakeholder relationships. This study synthesises dispersed literature on digitalisation in Ghana's events industry, thereby filling a notable gap in the literature and shedding light on the socio-technical factors that influence digital transformation in emerging event markets across Africa. Overall, the review advocates a strategic and inclusive approach to digitalisation that maximises its potential to drive innovation and enhance resilience within the events industry.