Toward Empowering Organizational Change: Pivotal Roles of Marketing Flexibility and Proactive Orientation in Enhancing Hotel and Tourism Agency Establishment Reputation | ||||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||||
| Articles in Press, Accepted Manuscript, Available Online from 24 August 2025 | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jaauth.2025.400308.1695 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Nevien Galal 
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| Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Egypt | ||||
| Abstract | ||||
| This research highlights the pivotal roles of marketing agility and proactiveness in enhancing hotel and tourism agency reputation by examining the mediating role of organizational change pursuit. A quantitative approach based on an online questionnaire was used, collecting 411 valid responses from employees of Class-A tourism agencies and five-star hotels in Greater Cairo. Results revealed positive and significant effects of marketing agility and proactiveness on organizational change pursuit. Results also indicated a positive and noteworthy influence of organizational change pursuit on hotel and tourism agency reputation. In addition, results demonstrated that the relationship between hotel and tourism agency reputation and both marketing agility and proactiveness was partially mediated by significant levels of organizational change pursuit. These findings emphasize the importance of investing in the transformational capabilities of hotel and tourism agency employees and activating their role in enhancing the corporate image. This research recommends that hotel and tourism agency managers integrate marketing agility into their human resource policies and involve employees in organizational development initiatives. The Ministry of Tourism and Antiquities also recommends that it set performance standards related to a culture of internal change and promote hotel and tourism agency management to adopt management models that support corporate reputation. | ||||
| Keywords | ||||
| Hotel employees; proactive orientation; tourism agency reputation; change engagement; marketing flexibility | ||||
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