Digital transformation and organisational performance: The mediating role of marketing agility among guesthouse operators in Accra Metropolitan District

This study examines how digital transformation influences organisational performance, with marketing agility as a mediating variable, among guesthouse operators in the Accra Metropolitan District, Ghana. A survey of 301 employees and managers from 51 guesthouses was conducted using questionnaires and partial least squares structural equation modelling (PLS-SEM) was conducted in SmartPLS version 4.1.1.4 to analyse the research model and its associated hypotheses. The results show that digital transformation has a significant positive relationship with marketing agility. Marketing agility fully mediates the relationship between digital transformation and guesthouse performance. The study also found a significant positive relationship between marketing agility and guesthouse performance. However, the direct relationship between digital transformation and guesthouse performance was not statistically significant, indicating that digital transformation alone does not drive organisational performance. Instead, marketing agility is the key, an underexplored link that makes digital transformation effective. It is recommended that guesthouses adopt tailored digital tools, social media platforms and emerging technologies and develop flexible marketing strategies that adapt to changing customer needs to boost performance and remain competitive in the industry.