Effect of Strategic Agility Dimensions on Tourism Marketing Performance in Jordan (Case Study on Tourism Companies in the Amman Region)

Abstract

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.