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

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, col...

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Main Authors: Haque, A. K. M. Ahasanul, Ahmed, Faruk, Al-Sarwar, Abdullah Mamun, Shafiq, Ali
Format: Article
Language:English
Published: Inderscience Publishers 2017
Subjects:
HF5410 Marketing. Distribution of products
Online Access:http://irep.iium.edu.my/59192/1/IJIMB%20%28Haque%29.pdf
http://irep.iium.edu.my/59192/
https://www.inderscienceonline.com/doi/abs/10.1504/IJIMB.2017.084824
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spelling my.iium.irep.591922018-01-12T07:40:28Z http://irep.iium.edu.my/59192/ 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 Ahmed, Faruk Al-Sarwar, Abdullah Mamun Shafiq, Ali HF5410 Marketing. Distribution of products 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. Inderscience Publishers 2017 Article REM application/pdf en http://irep.iium.edu.my/59192/1/IJIMB%20%28Haque%29.pdf 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 https://www.inderscienceonline.com/doi/abs/10.1504/IJIMB.2017.084824 10.1504/IJIMB.2017.084824
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic HF5410 Marketing. Distribution of products
spellingShingle HF5410 Marketing. Distribution of products
Haque, A. K. M. Ahasanul
Ahmed, Faruk
Al-Sarwar, Abdullah Mamun
Shafiq, Ali
Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia
description 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.
format Article
author Haque, A. K. M. Ahasanul
Ahmed, Faruk
Al-Sarwar, Abdullah Mamun
Shafiq, Ali
author_facet Haque, A. K. M. Ahasanul
Ahmed, Faruk
Al-Sarwar, Abdullah Mamun
Shafiq, Ali
author_sort Haque, A. K. M. Ahasanul
title Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia
title_short Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia
title_full Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia
title_fullStr Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia
title_full_unstemmed Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia
title_sort measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in malaysia
publisher Inderscience Publishers
publishDate 2017
url http://irep.iium.edu.my/59192/1/IJIMB%20%28Haque%29.pdf
http://irep.iium.edu.my/59192/
https://www.inderscienceonline.com/doi/abs/10.1504/IJIMB.2017.084824
_version_ 1643615531082711040
score 13.211869

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