Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia

Haque, A. K. M. Ahasanul and Ahmed, Faruk and Al-Sarwar, Abdullah Mamun and Shafiq, Ali (2017) Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia. International Journal of Islamic Marketing and Branding, 2 (2). pp. 134-155. ISSN 2055-0944 E-ISSN 2055-0952

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Abstract

The aim of this paper is to measure the effect of marketing capability and market control beliefs on marketing strategy intention in strategising Islamic travel and tour packages of travel and tour agents from the perspective of Malaysia. The research revealed that innovativeness, communication, collaboration and cooperation, and control beliefs significantly affect marketing strategy intention through the mediators of marketing capability attitude and market control capability. As a quantitative research approach, from a sampling frame of 420 travel and tour enterprises around Malaysia, 107 respondents were successfully surveyed through a self-administered questionnaire. The result would be useful for practitioners in terms of understanding the effects and magnitude of those variables in developing Islamic travel and tour package in the Islamic tourism industry of the Islamic countries. The effort was employed, for the first time, in this type of perspective. So perhaps, this would have a new horizon of theoretical understanding of the strategic Islamic tourism conceptualisation under the theory of planned behaviour. Keywords: Islamic tourism; Islamic travel and tour package; travel and tour agents; marketing strategy intention; partial least square; PLS; Malaysia.

Item Type:	Article (Journal)
Additional Information:	5056/59192
Uncontrolled Keywords:	Islamic tourism; Islamic travel and tour package; travel and tour agents; marketing strategy intention; partial least square; PLS; Malaysia
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	09 Nov 2017 09:27
Last Modified:	12 Jan 2018 15:40
URI:	http://irep.iium.edu.my/id/eprint/59192

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