Digital marketing capability: its impact on marketing agility and service innovation in the hospitality industry

Figueiredo, R, Agag, G ORCID: https://orcid.org/0000-0002-5513-0828, Yousaf, A ORCID: https://orcid.org/0000-0002-5234-7474 and Soliman, M, 2026. Digital marketing capability: its impact on marketing agility and service innovation in the hospitality industry. International Journal of Hospitality Management, 135: 104607. ISSN 0278-4319

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Abstract

The possession of digital marketing capabilities serves as a crucial factor in establishing a competitive advantage among hotels. Despite receiving increasing attention from both practitioners and scholars, there has been a lack of comprehensive scholarly investigation of the direct and indirect impact of digital marketing capabilities on service innovation in the hospitality industry. This paper aims to address this research gap by exploring the mediating role of marketing agility in the link between digital marketing capabilities and service innovation in the context of hospitality. It also explores the mechanism by which digital marketing capabilities may be connected to service innovation. Data were collected from managers using a unique multisource dataset gathered at two points in time. Findings revealed that digital marketing capabilities has a significant direct and indirect impact on service innovation. Marketing agility mediates the link between digital marketing capabilities and service innovation. Furthermore, results of conditional effects revealed that the impact of DMCs on service innovation is more pronounced when the values of technological dynamism and structural flux are higher. Moreover, the post hoc analysis revealed that the relationship between digital marketing capabilities and service innovation doesn’t vary between countries. Our study offers meaningful implications for theory and practice.

Item Type:	Journal article
Publication Title:	International Journal of Hospitality Management
Creators:	Figueiredo, R., Agag, G., Yousaf, A. and Soliman, M.
Publisher:	Elsevier
Date:	May 2026
Volume:	135
ISBN:	0278-4319
ISSN:	0278-4319
Identifiers:	Number Type 10.1016/j.ijhm.2026.104607 DOI S027843192600054X Publisher Item Identifier 2581859 Other
Rights:	© 2026 the authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	25 Feb 2026 11:25
Last Modified:	25 Feb 2026 11:25
URI:	https://irep.ntu.ac.uk/id/eprint/55331

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