Towards Digital Transformation Technologies Application in the MICE Industry in Egypt

Digital transformation (DT) has revolutionized the way events are managed from corporate conferences to music festivals and weddings, etc. Despite the huge advancements in DT, the research on DT in the events industry is extremely limited – a gap that is partially filled with this paper. Specifically, this paper aims at exploring the extent to which DT technologies are used in the MICE industry in Egypt, besides, identifying the most commonly used DT technologies in MICE events management in Egypt. Moreover, discussing the available opportunities and the main barriers to applying DT in MICE industry. To achieve this, structured interviews were a key component of this study's quantitative approach. A sample of 26 responses from managers and event organizers in the Egyptian tour operators (TOs), event management companies (EMCs), and exhibition and conference centers (ECCs) in Cairo were targeted. The responses were analyzed using descriptive statistics, one-way ANOVA, and Spearman’s Rho correlation analysis with the support of SPSS 25. The findings revealed that despite the awareness of DT technologies, they are still not widely utilized in MICE events management in Egypt. Besides, the primary types of DT technological applications being used in the MICE industry in Egypt are mobile applications and social media, followed by the Internet of Things and big data on a smaller scale. The research implemented a comprehensive approach that might aid the adoption of DT technologies in the MICE industry, involving training, infrastructure development, awareness building, and government support.