IDEAS home Printed from https://ideas.repec.org/a/ids/ijimbr/v2y2017i2p134-155.html
   My bibliography  Save this article

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

Author

Listed:
  • Ahasanul Haque
  • Faruk Ahmed
  • Abdullah Mamun Al-Sarwar
  • Ali Shafiq

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.

Suggested Citation

  • Ahasanul Haque & Faruk Ahmed & Abdullah Mamun Al-Sarwar & Ali Shafiq, 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, Inderscience Enterprises Ltd, vol. 2(2), pages 134-155.
    • Handle: RePEc:ids:ijimbr:v:2:y:2017:i:2:p:134-155
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=84824
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimbr:v:2:y:2017:i:2:p:134-155. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=436 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.