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/ http://irep.iium.edu.my/59192/ http://irep.iium.edu.my/59192/ http://irep.iium.edu.my/59192/1/IJIMB%20%28Haque%29.pdf

id	iium-59192
recordtype	eprints
spelling	iium-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 PeerReviewed 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 E-ISSN 2055-0952 https://www.inderscienceonline.com/doi/abs/10.1504/IJIMB.2017.084824 10.1504/IJIMB.2017.084824
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
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/ http://irep.iium.edu.my/59192/ http://irep.iium.edu.my/59192/ http://irep.iium.edu.my/59192/1/IJIMB%20%28Haque%29.pdf
first_indexed	2023-09-18T21:23:49Z
last_indexed	2023-09-18T21:23:49Z
_version_	1777412058204078080

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

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