营销分析如何以及何时在旅游行业获得回报？营销敏捷性和契合度的作用

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-12-18 DOI:10.1016/j.ijhm.2024.104060

Gomaa Agag , Anish Yousaf , Abhishek Mishra , Insha Amin

{"title":"营销分析如何以及何时在旅游行业获得回报？营销敏捷性和契合度的作用","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":"{\"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}","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

摘要

在动态能力观点的基础上，我们的研究讨论了营销分析的使用如何影响营销敏捷性和酒店绩效。我们的研究使用了来自英国酒店业866家酒店经理的酒店绩效的客观数据和营销分析使用的主观数据。我们利用结构方程模型和回归分析收集到的数据。研究结果表明，营销分析对财务和市场绩效都有显著影响。它还表明，营销敏捷性中介营销分析的使用和财务绩效之间的联系。此外，契合度方面（即数据-工具契合度、员工-工具契合度和任务-工具契合度）和市场动荡调节了上述关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

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

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.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

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.