Unpacking marketing agility: Effects on customer mindset metrics and hotel performance under technological dynamism and structural flux

This study draws on dynamic capability theory to examine how marketing agility (MA) influences hotel performance and customer mindset metrics (customer satisfaction, perceived service quality, and loyalty intentions). Using a multisource longitudinal dataset, we combine 3090 hotel-year surveys from 618 hotel managers (2019–2023) with 10,000 consumer survey responses (aggregated to the hotel-year level) and objective financial and operating performance indicators. Results show that MA improves ho