How and when do marketing analytics pay off in the travel and tourism industry? The role of marketing agility and fit perspective

Expanding upon the dynamic capabilities view, our research discusses how the usage of marketing analytics affects marketing agility and hotel performance. Our study used objective data on hotel performance and subjective data on marketing analysis usage from 866 hotel managers in the UK hospitality industry. We utilised structural equation modelling and regression to analyse the collected data. Findings indicate that marketing analytics significantly impact both financial and market performance. It also shows that marketing agility mediates the link between marketing analytics use and financial performance. Moreover, fit facets (i.e., data-tools fit, employees-tools fit, and task-tools fit) and market turbulence moderate the above relationship.