The Role of Marketing Improvisation in Achieving Marketing Agility in Airlines: The Mediating Role of Marketing Vigilance

Document Type : Original Article

Authors

1 Tourism Studies Department, Al Alson High Institute

2 Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

 
This study aims to explore the impact of marketing improvisation on achieving marketing agility in airlines, with a focus on the mediating role of marketing vigilance. The research is based on a conceptual model that examines the relationship between marketing improvisation and marketing agility, as well as the role of marketing vigilance as a mediating variable that enhances this relationship. To achieve the study's objectives, the research adopted a descriptive-analytical approach, analyzing 429 survey questionnaires from a sample of employees in Egyptian airlines. The collected data were analyzed using SPSS V.22 and Smart PLS.4. The results of the statistical analysis showed that marketing improvisation has a positive and direct impact on marketing agility. The study also revealed that marketing vigilance plays a strong mediating role, enhancing companies' ability to anticipate market changes and effectively exploit emerging opportunities. The study recommended that airline managers adopt marketing improvisation practices as a strategic approach while investing in developing the capabilities of marketing teams to enhance marketing vigilance. It also emphasized adapting to market variables and continuous innovation to achieve superior marketing performance.

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