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

Authors: Ahasanul Haque; Faruk Ahmed; Abdullah Mamun Al-Sarwar; Ali Shafiq

Addresses: Department of Business Administration, International Islamic University Malaysia, Box No. 10, 50728, Kuala Lumpur, Malaysia ' Department of Business Administration, International Islamic University Malaysia, Box No. 10, 50728, Kuala Lumpur, Malaysia ' Faculty of Management, Multimedia University, 63100 Cyberjaya, Malaysia ' Department of Business Administration, Taylor's University, No. 1 Jalan Taylor's 47500, Subang Jaya, Malaysia

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.

DOI: 10.1504/IJIMB.2017.084824

International Journal of Islamic Marketing and Branding, 2017 Vol.2 No.2, pp.134 - 155

Received: 12 Oct 2016
Accepted: 10 Feb 2017
Published online: 29 Jun 2017 *

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