Effect of strategic agility dimensions on tourism marketing performance in Jordan case study on tourism companies in the Amman region
Other Title(s)
تأثير أبعاد الرشاقة الاستراتيجية على الأداء التسويقي السياحي : دراسة حالة على الشركات السياحية في منطقة عمان
Source
Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series
Issue
Vol. 34, Issue 2 (30 Apr. 2019), pp.13-36, 24 p.
Publisher
Mutah University Deanship of Academic Research
Publication Date
2019-04-30
Country of Publication
Jordan
No. of Pages
24
Main Subjects
Topics
Abstract EN
Strategic agility is even more crucial for multinational organizations such as tourism companies in emerging markets due to higher levels of environmental dynamism and unpredictable market developments.
Based on the literature reviewed, the researcher proposed a conceptual framework and examined it to find the role of some of the strategic agility dimensions and its effect on the performance of Jordan's tourism marketing.
The proposed model provides a platform to enhance the understanding and the direction to conceptualize a suitable strategic agility in order to improve marketing performance.
The study uses the simple random sampling method, and samples were collected from managers and the marketing staff of selected companies.
The sample size of the study is 60 respondents.
The results of the analysis suggest that a high-level of strategic agility was used in the Jordanian tourism companies.
Furthermore, the results also revealed that strategic sensitivity, strategic flexibility, and response rates have a positive influence on marketing performance.
American Psychological Association (APA)
al-Quayyid, Marzuq Ayid. 2019. Effect of strategic agility dimensions on tourism marketing performance in Jordan case study on tourism companies in the Amman region. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series،Vol. 34, no. 2, pp.13-36.
https://search.emarefa.net/detail/BIM-905661
Modern Language Association (MLA)
al-Quayyid, Marzuq Ayid. Effect of strategic agility dimensions on tourism marketing performance in Jordan case study on tourism companies in the Amman region. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series Vol. 34, no. 2 (Apr. 2019), pp.13-36.
https://search.emarefa.net/detail/BIM-905661
American Medical Association (AMA)
al-Quayyid, Marzuq Ayid. Effect of strategic agility dimensions on tourism marketing performance in Jordan case study on tourism companies in the Amman region. Mu'tah Lil-Buhuth Wad-Dirasat : Humanities and Social Sciences Series. 2019. Vol. 34, no. 2, pp.13-36.
https://search.emarefa.net/detail/BIM-905661
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 33-36
Record ID
BIM-905661