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- W4251395640 abstract "The purpose of this paper is to investigate the mediating and moderating role of innovative services marketing strategy and safety and security measures in the tourism industry. Data were collected from 104 managers of travel agencies operating in Egypt. Mediation and moderation analysis were carried out to test the research hypotheses using Hierarchical Regression method. Findings reveal that a travel agency's ability to transform its customer orientation and/or innovation orientation into enhanced business performance depends on its ability to offer innovative service marketing strategy. Moreover, this study supported the importance of safety and security measures in improving the firm performance because they strengthen the positive effect of the tourism strategy, namely innovative services marketing strategy on the marketing performance. The research highlights the importance of innovative services marketing strategy and safety and security measures for academics, travel agency's managers and policy makers." @default.
- W4251395640 created "2022-05-12" @default.
- W4251395640 creator A5037913060 @default.
- W4251395640 creator A5060840621 @default.
- W4251395640 date "2018-01-01" @default.
- W4251395640 modified "2023-10-14" @default.
- W4251395640 title "Exploring the Mediating and Moderating Role of Services Marketing Strategy and Safety and Security Measures in the Tourism Industry" @default.
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- W4251395640 doi "https://doi.org/10.4018/978-1-5225-3909-4.ch042" @default.
- W4251395640 hasPublicationYear "2018" @default.
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