How and when do marketing analytics pay off in the travel and tourism industry? The role of marketing agility and fit perspective

Agag, G ORCID: https://orcid.org/0000-0002-5513-0828, Yousaf, A ORCID: https://orcid.org/0000-0002-5234-7474, Mishra, A and Amin, I ORCID: https://orcid.org/0009-0001-8012-4921, 2025. How and when do marketing analytics pay off in the travel and tourism industry? The role of marketing agility and fit perspective. International Journal of Hospitality Management, 126: 104060. ISSN 0278-4319

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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.

Item Type:	Journal article
Publication Title:	International Journal of Hospitality Management
Creators:	Agag, G., Yousaf, A., Mishra, A. and Amin, I.
Publisher:	Elsevier BV
Date:	April 2025
Volume:	126
ISSN:	0278-4319
Identifiers:	Number Type 10.1016/j.ijhm.2024.104060 DOI 2369230 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	07 Feb 2025 16:38
Last Modified:	18 Jun 2026 03:00
URI:	https://irep.ntu.ac.uk/id/eprint/52994

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