{"title":"How and when do marketing analytics pay off in the travel and tourism industry? The role of marketing agility and fit perspective","authors":"Gomaa Agag , Anish Yousaf , Abhishek Mishra , Insha Amin","doi":"10.1016/j.ijhm.2024.104060","DOIUrl":null,"url":null,"abstract":"<div><div>Expanding upon the dynamic capabilities view, our research discusses how the usage of marketing analytics affects marketing agility and hotel performance. Our study used objective data on hotel performance and subjective data on marketing analysis usage from 866 hotel managers in the UK hospitality industry. We utilised structural equation modelling and regression to analyse the collected data. Findings indicate that marketing analytics significantly impact both financial and market performance. It also shows that marketing agility mediates the link between marketing analytics use and financial performance. Moreover, fit facets (i.e., data-tools fit, employees-tools fit, and task-tools fit) and market turbulence moderate the above relationship.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"126 ","pages":"Article 104060"},"PeriodicalIF":9.9000,"publicationDate":"2024-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431924003724","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Expanding upon the dynamic capabilities view, our research discusses how the usage of marketing analytics affects marketing agility and hotel performance. Our study used objective data on hotel performance and subjective data on marketing analysis usage from 866 hotel managers in the UK hospitality industry. We utilised structural equation modelling and regression to analyse the collected data. Findings indicate that marketing analytics significantly impact both financial and market performance. It also shows that marketing agility mediates the link between marketing analytics use and financial performance. Moreover, fit facets (i.e., data-tools fit, employees-tools fit, and task-tools fit) and market turbulence moderate the above relationship.
期刊介绍：
The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation.
In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field.
The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.
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