Abstract
The current study looks into how marketing analytics and marketing agility affect the performance of travel and tourist businesses, with a focus on financial and market success. It also investigates the moderating influence of fit facets (data-tools fit, employee tools fit, and task-tools fit) and market turbulence variables (customer turbulence, technical turbulence, and competition turbulence) in the relationship between marketing analytics agility and marketing agility. Findings of the research reveals crucial insights into the impact of marketing analytics and marketing agility on the performance of travel and tourism firms. These findings highlight the need of efficiently leveraging marketing analytics and agility for travel and tourism companies to thrive in a dynamic market environment.