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1
Nagdev, Kris. "EVALUVATION OF SINGAPORE AIRLINES USE OF NICHE MARKETING TO GROW IN THE AMERICAN MARKET." International Journal of Advanced Research 9, no. 01 (January 31, 2021): 218–39. http://dx.doi.org/10.21474/ijar01/12299.
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Singapore Airlines is a globally established airline operating out of Singapore. They have a fleet of 129 aircraft flying on 62 routes around the world. In 2018, they were ranked as the world’s best airline by Skytrax. In the early 2010s, in accordance with the ambition to grow, Singapore Airlines expanded the American market with flights to the USA. This posed a challenge for the airline because of the geographical distance between Singapore and North America With the A350-900 ULR, Singapore Airlines restarted its route to New York with the same ambition of expanding into the American market. However, this time the route only offered business class and premium economy to target, using segmentation as a means to grow in the American market. Thus through secondary research, I aim to find out: How effective has been Singapore Airlines’ decision to reopen the New York route to expand in the American Market through segmentation? This research paper aims to evaluate the effectiveness of Singapore Airlines’ strategy to expand into the American Market by targeting a new market segment. The success of failure of this strategy implemented by Singapore Airlines would determine whether or not the strategy of segmentation on ultra-long-haul flights can be replicated by other airlines. Hence, this research is significant as the findings may predict the future of ultra-long-haul flights such. The research found that the nature of the cities of New York and Singapore, innovation leading to the birth of the A350-900ULR, and an effective marketing mix employed created the perfect storm for Singapore Airlines to use segmentation to grow in the American market successfully.
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Lu, Jin-Long, and Pei-Ya Siao. "Determining the antecedents and consequences of the airline brand personality." Journal of Airline and Airport Management 9, no. 1 (February 7, 2019): 1. http://dx.doi.org/10.3926/jairm.121.
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Purpose: This study investigates air passengers’ perceptions of the brand personalities of airlines and explores the relationships between the brand personality and its antecedent factor, the country-of-origin of the airlines, and the consequent factor which is the purchase intentions to the corresponding airlines.Design/methodology/approach: The study uses a questionnaire survey containing air passengers’ trip characteristics and demographics and three main scales: country-of-origin, brand personality, and purchase intentions to collect the data of 490 respondents flying from Kaohsiung to Macao. The passengers are from three types of airlines: an international airline with a global network, a regional airline, and a low-cost carrier. The analysis of variance (ANOVA) was conducted to investigate the differences in the perceptions of brand personalities of airlines and several models were developed to determine the antecedent and the consequent factors of airline brand personality.Findings: The air passengers’ perceptions regarding the brand personalities of different types of airlines were significantly different. The country-of-origin of airlines was proved as a significant factor for the brand personality. The brand personality also significantly influenced passengers’ loyalty to the corresponding airlines. Moreover, some demographic and trip characteristics such as personal monthly income, memberships in the airline’s frequent flyer program, and experiences with the airlines were also determined as the significant variables to impact passengers’ loyalties.Originality/value: The concept of brand personality has been explored by various researches but few related to airline management and identified as a key element to brand marketing. Particularly, low-cost carriers always implement different marketing strategies to create a distinctive position in their target customers’ mind and legacy airlines are also doing different things to retain their customers. Therefore, investigating passengers’ perceptions of airlines from the perspective of brand personality is also an important issue for airline management. Not only does this study prove the differences in passengers’ cognitions of brand personalities of a global network airline, a regional network airline, and a low-cost airline but conclude the determinants and influences of the brand personality.
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Heiets, Iryna, and Varit Prakittachakul. "Optimizing the Marketing Strategies of Qantas Airways and Thai Airways." Transnational Marketing Journal 8, no. 1 (May 20, 2020): 95–124. http://dx.doi.org/10.33182/tmj.v8i1.944.
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First, we revisit the concepts of airline marketing strategy, its components, code-share agreements, Business Model Canvas (BMC) and the benefits of marketing via strategic alliances. Due to the growth in the low-cost airlines sector and air transport passengers, traditional airlines have become increasingly exposed to a highly competitive international market, with airfares having to be reduced and efficiency increased. In response, airline companies have shifted their focus to investing in airline marketing and strategy research. In the meantime, passenger expectations change, and markets evolve rapidly. Hence, this case study is aimed at examining recent trends in passenger satisfaction and expectations, with reference to the marketing factors and airline cooperative strategies of Qantas and Thai Airways. For the study, both qualitative and quantitative approaches were employed and the results are presented separately. In the quantitative section, the BMCs of Qantas and Thai Airways are discussed to determine whether these two airlines can implement the code-sharing agreement. In the following part, customer satisfaction and expectations survey results are used to identify optimal marketing strategies and to formulate recommendations.
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Nguyen Thi, Minh-Anh. "A longitudinal Perspective on Efficiency of Airlines in Europe and the U.S." SEISENSE Journal of Management 4, no. 2 (March 6, 2021): 11–24. http://dx.doi.org/10.33215/sjom.v4i2.591.
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The aviation industries in Europe and the US have been well-established since a very early age and have attracted great attention from both industry practitioners and academics. To derive a different perspective on the efficiency levels of airlines operating in the two matured markets, we adopted dynamic data envelopment analysis (DEA). Using the data of the period 2014 – 2016 of 7 European airlines and 9 US airlines that are publicly traded, the study offers an overall picture of airlines' efficiency in the two regions. Notably, the resource flow between the consecutive periods is incorporated into the measure to yield a longitudinal perspective on airlines' efficiency. The study reveals the two major findings. First, most publicly traded airlines in Europe and the US are efficient, except for Hawaiian airline headquartered in the US. Second, Hawaiian airline's inefficiency is majorly contributed by the overuse of the number of employees, consumed fuel, and the deficit of revenue seat-miles in 2014 and 2015. To improve the efficiency level, Hawaiian airlines could consider increasing employee productivity, using more fuel-efficient aircraft, and implementing new marketing strategies to boost sales.
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Hong, Yoon-Hee, and Seong-Woo Choi. "Influence of Brand Personality on Repurchase of LCC Airlines." International Journal of Emerging Research in Management and Technology 6, no. 10 (October 20, 2017): 99. http://dx.doi.org/10.23956/ijermt.v6i10.73.
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Nowadays, many people live with SNS, showing their own lives to others and sharing ideas throughout the day. Thanks to the advanced technology, they need less time than ever to acquire information by using hashtag and only a single word and have no difficulties predicting others’ preferences and propensity to consume. Previous research results indicate that people having similar tendencies tend to similar kinds of brand products.The recent increase on the number of LCC(low-cost carrier) airlines has accelerated the competition in the air transport market, which makes airline companies introduce and apply a new brand strategy to their marketing. However, LCC airliners do not seem to differentiate themselves in their service quality and air-fare, in which circumstances it is not easy to attract new consumers.This paper is to suggest a new strategic marketing of LCC airliners by doing some research on the relationship between domestic LCC companies’ brand tendency and consumers’ recurring purchasing.
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Chiang, Wen-Yu. "Identifying high-value airlines customers for strategies of online marketing systems." Kybernetes 47, no. 3 (March 5, 2018): 525–38. http://dx.doi.org/10.1108/k-12-2016-0348.
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Purpose The purpose of this study is to discover valuable customers for enterprises. The international market of Taiwan airlines can be enhanced; thus, this study aims at Taiwan’s airline market as a research area. Design/methodology/approach This research uses data mining technologies with a proposed model to analyse airline customer values for big data online marketing systems, such as customer relationship management (CRM) system. The research applied supervised apriori algorithm, socio-economic variables and a proposed model to discover the rules/markets. Findings The results show that eight markets were discovered and three association rules were established for business systems of airlines. Originality/value The valuable travellers/markets can be discovered by this research. By collecting shoppers’ transactional data, global online CRM and point of sales (POS) systems can be big data marketing systems. The research framework can be easily applied in online CRM/POS or big data marketing systems for international airlines; however, it is for other global businesses as well.
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Katsoni, Vicky, and Ioulia Poulaki. "Digital evolution and emerging revenue management practices: evidence from Aegean airlines distribution channels." Journal of Hospitality and Tourism Technology 12, no. 2 (May 6, 2021): 254–70. http://dx.doi.org/10.1108/jhtt-12-2019-0145.
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Purpose The rapid digital transformation (DX) that airlines experienced during the past decade has been proven to be the driving force of significant benefits for the airlines when it comes to cost reduction, branding and revenue opportunities when passengers purchase tickets and ancillaries directly from their websites. This paper aims to contribute empirically to the theoretical approaches of DX and revenue management (RM) with the investigation of the Aegean airlines DX progress, focusing on emerging RM practices and digital distribution channels. Design/methodology/approach A content analysis of the airlines’ website and social media performance is used to note the current situation combined with previous and upcoming developments. Evaluation of the company’s digitalization progress is approached by using a combination of two selected DX models, the digital transformation maturity (DTM) concept and the technology acceptance model (TAM). Findings The analysis of qualitative and quantitative secondary data provided by the Aegean airlines indicates that the adoption of a digital evolution marketing plan, enriched with emerging RM practices, is leading to the increase of the bookings coming from the airline’s direct distribution channels (Web & Apps) over those from intermediaries (GDSs). Consequently, Aegean airlines’ DX progress favors cost reduction and revenue increase at the same time. Originality/value DX model-based airline steps combined with direct versus indirect ticket purchase pattern compose a tool to evaluate the airline digitalization progress toward revenue integrity and product customization, as the latest trend in customer-centric strategy of businesses and customer relationship management (eCRM).
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Idham, Idham, Prawira Fajarindra Belgiawan, and Christina Ari Pramono Putri. "Influence of Low-Cost Carrier Attributes towards Airline Choice Decision in Bandung-Surabaya Route." Jurnal Manajemen Teknologi 20, no. 1 (2021): 98–106. http://dx.doi.org/10.12695/jmt.2021.20.1.6.
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Abstract. The number of Indonesian domestic passengers which increased rapidly has encouraged for the airlines to expand their market share by opening routes in the local region and one of the promising region is Bandung. In early 2019, the Low-Cost Carrier has implemented paid baggage policy. The changes of airline conditions and regulations could affect consumer purchasing decisions. The airline have to redesign its strategies and conduct a strategy adjusment to identify the consumer's needs and wants these days. Based on the problem description, this research aims to identify what significant attributes influence passenger's purchasing decision-making and determine what elastic and inelastic attributes. Data collection using an online questionnaire then spread to 235 respondents and were analyzed with Mixed Logit Model using BIOGEME software. The results shows that airline's departure time is a significant attribute towards passenger's airline choice. Ticket price also plays a key role in selecting an airline for passengers when the ticket price increases, Passenger will consider choosing other alternative airlines that are more affordable. The results could be used by an airline company to attract the passenger by improving its marketing strategy. Keywords: Low-cost carrier, airline choice, airline attribute, mixed logit, demand elasticities
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Pásková, Martina, Jan Hruška, and Josef Zelenka. "YouTube as an Airlines Marketing Tool." Czech Journal of Tourism 7, no. 1 (June 1, 2018): 45–69. http://dx.doi.org/10.1515/cjot-2018-0003.
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Abstract Multimedia communication through social media has been experiencing constantly growing significance in the field of airline marketing. The aim of the research presented in this paper was to find out and, with the help of both qualitative and quantitative analyses, describe the way YouTube is used by airlines. The research was conducted in the form of a comparative study with the objective of identifying the difference between YouTube performance of full-service carriers (FSCs) and low-cost carriers (LCCs). The intention was to identify which factors influence the effectiveness of airline marketing conducted via YouTube an as well as the way in which they do it. Analysis of selected data was facilitated by social media analytics tool SocialBakers, content analyses and a correlation analysis of YouTube metrics, selected on the base of previous research results. The research data were collected twice during the year 2017 in order to reflect changes over time. Research results showed that FSCs build their YouTube channels more systematically than LCCs. FSCs offer a substantially wider range of video topics and often sort out topics of their videos in a more detailed way. Regarding the basic metrics of YouTube channels (total number of views, number of subscribers), FSCs surpass LCCs significantly. One reason for their much higher rate of views is the fact that FSCs use celebrities more frequently, and frequently they offer high-quality impression/relationship airline presentation.
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Knoblich, Stephan, Andrew Martin, Robert Nash, and Paul Stansbie. "Keys to success in Social Media Marketing (SMM) – Prospects for the German airline industry." Tourism and Hospitality Research 17, no. 2 (August 1, 2016): 147–64. http://dx.doi.org/10.1177/1467358415610415.
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The continuous growth and economic contribution of Germany’s commercial aviation industry are directly linked to the implementation of new marketing practices. Especially in light of challenging market conditions and fierce competition within a highly segmented industry, new marketing paradigms assist airlines to overcome difficulties in order to promote their brands, products and services more effectively and in a circulated manner. In this regard, Social Media Marketing provides German airlines with a powerful set of marketing tools and multiple platforms to digitally gather, communicate, collaborate and share content with its customers. Despite a growing public awareness, an extensive review of current and relevant literature revealed that consumer perceptions on German airline organisations’ Social Media practices have not been examined. This paper aims to address this.
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Mulyantina, Pratiwi. "The Influence of Online and Offline Strategic Marketing Communication to Purchase Intention of Singapore Airlines." CoverAge: Journal of Strategic Communication 9, no. 2 (March 18, 2019): 1–10. http://dx.doi.org/10.35814/coverage.v9i2.1036.
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The purpose of this thesis is to find out which of Singapore Airline to promote Premium Economy Class, both online and offline marketing communication channels, has greater impact to increase its Product Awareness and come out with Marketing Strategies purchase decision.This study uses quantitative method by finding out the influence of online and offline Strategic Marketing Communication by Singapore Airlines Premium Economy Class in Purchase Intention followed by post-positivist paradigm and mix method. As the result, the researcher uses 100 correspondences who are Indonesian passengers living in Jakarta and usually travel on Singapore Airlines and registered as Singapore Airlines members. The research result shows that (1) Brand Awareness in online marketing strategies has a greater influence on Purchase Intention at 41.2% while Brand Awareness in the offline marketing strategies has an influence of 33%, (2) brand knowledge on online marketing strategies has a greater influence on Purchase Intention at 48.1% while Brand knowledge in offline marketing strategies has an influence of 15.7%, (3) Brand likeness in online marketing strategies has a greater influence on Purchase Intention at 47.3% while Brand likeness in offline marketing strategies has an influence of 20.7%, (4) Brand preference on online marketing strategies has a greater influence on Purchase Intention at 52.1% while Brand preference on offline marketing strategies has an influence of 24.9%, (5) brand conviction on online marketing strategies has a greater influence on Purchase Intention at 54% while brand conviction in offline marketing strategies has an influence of 26.6%
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Waguespack, Blaise, and Scott Ambrose. "AIRLINE SPONSORSHIPS AND SPORTS – AN EXPLORATORY REVIEW OF MAJOR AIRLINE ENGAGEMENT." Journal of Air Transport Studies 10, no. 1 (January 1, 2019): 110–24. http://dx.doi.org/10.38008/jats.v10i1.19.
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Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.
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SARILGAN, Ali Emre. "FREQUENT FLIER PROGRAMS OF LOW COST AIRLINES THE WORLD AND TURKEY." First Issue of 2019, no. 2019.01 (December 18, 2019): 24–35. http://dx.doi.org/10.23890/ijast.2019.0104.
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ABSTRACT Airlines often use Frequent Flyer Programs (FFPs) as one of marketing tools. Traditional airlines had started to use FFPs after airline deregulation against low cost carriers in order to get competitive advantage. The main purposes of the FFPs are to provide extra services to passenger who fly very often and maintain the loyalty of passengers creating the main income for the airlines. FFPs helps traditional airlines a lot to get advantages in competition to the low-cost carriers (LCCs). Although traditional airlines started to use FFPs at first, with the on-going update of system, even if it is against the nature of LCCs, FFPs has begun to be used for LCCs as well for last two decades. In this study, try to examine the LCCs use FFPs effectively and the differences between the FFPs used from the LCCs in the World and Turkey. In this context, the best LCCs in 2017 selected by Skytrax and Turkish LCCs FFPs examined as a case study. Search results indicate that only one LCC don’t have FFP and The World and Turkish LCCs has similar FFPs. Keywords: Frequent flyer programs, low cost carriers, tourism, airline
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Parsa, Reza, Omid Yaghmaei, Morteza Ansarimehr, Mohammad-Hosein Hoseini-Rivandi, and Parisa Najafiolasli. "Designing and Marketing Features of International Airlines Websites: A Comparative Study." Business Management and Strategy 9, no. 1 (May 19, 2018): 136. http://dx.doi.org/10.5296/bms.v9i1.12267.
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This article is an attempt to analyze the websites of a number of international airlines by adopting the functionalism approach. For this, designing and marketing features of these websites are compared. According to the functionalist approach, every website should have at least one specific function. This analysis is conducted by employing 12-factor website analysis criteria put forward by Bowman, Johnson, and Hodges (2001). The findings suggest that the success of each website is considerably translated into the success of the respective airline and vice versa. This is because the number of visitors of the website is positively correlated to the rate of customers of the airline.
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Law, Colin. "The study of customer relationship management in Thai airline industry: A case of Thai travelers in Thailand." Journal of Airline and Airport Management 7, no. 1 (February 17, 2017): 13. http://dx.doi.org/10.3926/jairm.86.
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Purpose: This paper offer marketing strategy suggestion to the airlines operating within the Thai aviation market. It identifies the recommended motivational factors that influence the airline customers’ decision to their airline choices. Airlines use different customer relationship management programs to attract returning customers. This paper suggested the most attractive motivation factors for Thailand's air travel market.Design/methodology/approach: This research paper is an attempt to study and identify the factors, including loyalty program, distribution channel, customer services, promotions and other influence causes that affected the customer preference in the airline ticket purchasing behavior in Thailand.A questionnaire survey was conducted with the sample identified through unrestricted non probability sampling technique at four major airports in Thailand. The data collected are analyzed to identify the favorable drivers that lead to customer decision on airline choice.Findings: The result from the study has demonstrated that price, and promotion has a significant impact on customer preference and positively leads to repurchase intention for their future travel. Moreover, flight schedules are also a main factor influencing the travelers’ final decision on airline choice. However, when the promotional strategies and schedule are comparable between airlines, customers are attracted by the airline amenities and services. Loyalty program (frequent-flier program flier program) is showing a less attractive motivator while distribution channel demonstrates the least important affecting the travelers’ choice of airline.Originality/value: The paper begins with an overview of previous research in the area of airlines customer relationship management and then moves on to what is currently being implemented by the airlines. The authors then propose several customer relationship strategies and identify the most attractive one that motivates the Thai consumers.
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Chonsalasin, Dissakoon, Sajjakaj Jomnonkwao, and Vatanavongs Ratanavaraha. "Key Determinants of Airline Loyalty Modeling in Thailand." Sustainability 12, no. 10 (May 20, 2020): 4165. http://dx.doi.org/10.3390/su12104165.
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The airline industry in Thailand has grown enormously over the past decade. Competition among airline companies to reach market share and profit has been intense, requiring strong strategic abilities. To increase the service quality of such companies, identifying factors related to the context of airlines is important for policymakers. Thus, this study aims to present empirical data on structural factors related to the loyalty of domestic airline passengers. Structural equation modeling was used to confirm the proposed model. The questionnaire was used to survey and collect data from 1600 airline passengers. The results indicate that satisfaction, trust, perceived quality, relationship, and image of airlines positively influenced loyalty with a statistical significance of α = 0.05. Moreover, the study found that expectation and perceived quality indirectly influenced loyalty. The findings provide a reference for airline operators to clearly understand the factors that motivate passenger loyalty, which can be used to develop the sustainability of marketing strategies and support competitiveness.
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Fernando, Yudi, Norizan Mat Saad, Mahmod Sabri Haron, and Suhaiza Zailani. "The Development of Synergy Model on Internal and External Suppliers for Asian Airlines Industry." International Journal of Applied Logistics 2, no. 1 (January 2011): 17–34. http://dx.doi.org/10.4018/ijal.2011010102.
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This paper examines the airline industry to develop a synergy model in internal and external suppliers for Asian airlines industry. An extensive literature review is conducted to present a synergy model to develop Asian airline competitiveness, safety and service quality. The literature review is highlighted to seek the relationships between internal marketing and internal service quality and identify whether the relation of supplier can moderate them. The review reveals that a synergy model based on internal marketing, internal service quality and supplier relations can overcome the Asian industrial phenomenon, especially in maintaining the service consistency and competitiveness. This model is needed for developing airline service and safety. Research in airline business is critical, as the quality of the airline service is declining in contrast with this industry’s growth. This paper provides insight into two important suppliers needed for the success of the airline industry.
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Sakas, Damianos P., and Nikolaos Th Giannakopoulos. "Big Data Contribution in Desktop and Mobile Devices Comparison, Regarding Airlines’ Digital Brand Name Effect." Big Data and Cognitive Computing 5, no. 4 (September 26, 2021): 48. http://dx.doi.org/10.3390/bdcc5040048.
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Rising demand for optimized digital marketing strategies has led firms in a hunt to harvest every possible aspect indicating users’ experience and preference. People visit, regularly through the day, numerous websites using both desktop and mobile devices. For businesses to acknowledge device’s usage rates is extremely important. Thus, this research is focused on analyzing each device’s usage and their effect on airline firms’ digital brand name. In the first phase of the research, we gathered web data from 10 airline firms during an observation period of 180 days. We then proceeded in developing an exploratory model using Fuzzy Cognitive Mapping, as well as a predictive and simulation model using Agent-Based Modeling. We inferred that various factors of airlines’ digital brand name are affected by both desktop and mobile usage, with mobile usage having a slightly bigger impact on most of them, with gradually rising values. Desktop device usage also appeared to be quite significant, especially in traffic coming from referral sources. The paper’s contribution has been to provide a handful of time-accurate insights for marketeers, regarding airlines’ digital marketing strategies.
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Günerergin, Mert, Gonca Günay, Feride Deniz Zaptçıoğlu Çelikdemir, and Muhittin Sağnak. "Turkish Airlines: Fast Growing Star of Skies." Asian Case Research Journal 18, no. 01 (June 2014): 35–59. http://dx.doi.org/10.1142/s0218927514500023.
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Turkish Airlines was founded in 1933 as Turkey's first flight carrier under the Ministry of Defense. In 1956, it was reorganized and operated under special legislation and renamed Türk Hava Yolları A.O. Since this time, it has continuously expanded its fleet. Under successful growth strategies, Turkish Airlines had added new flight destinations and aircrafts to enhance its values. Turkish Airlines decided to join the Star Alliance on 4 August. It had been nominated “The Best Airline” in its region and received the Aircraft Finance Journal's “2008 European Deal of the Year” award for the financing of aircraft. Turkish Airlines is known for its impeccable service, flight safety and connectivity worldwide. With its global headquarters in Istanbul, it is a gateway between east and west. In recent years, Turkish Airlines had achieved 12% growth in its operating profits and 15% growth in its sales revenues. The number of aircraft grew by 4%, from 127 to 132. International routes accounted for 79% and domestic routes 21% of revenues from scheduled services. Turkish Airlines had established the Anadolu Jet brand and transported 13.4 million passengers to 119 destinations in 5 continents. Turkish Airlines had kept growing even during the economic crisis. This case examines the vision and mission of Turkish Airlines and its growth strategies. It also examines the marketing strategies used to pursue growth.
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Nugraha, Mochamad Eri, and Heri Puspito Diyah Setiyorini. "ANALISIS FAKTOR-FAKTOR SENSORY MARKETING PADA MASKAPAI PENERBANGAN (Survei pada Wisatawan Mancanegara yang Pernah Menggunakan The World’s 4 Star Airlines di Bandara Internasional Soekarno-Hatta)." Journal : Tourism and Hospitality Essentials Journal 3, no. 1 (April 6, 2016): 525. http://dx.doi.org/10.17509/thej.v3i1.1969.
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Tourism is an integral part of human life. The sector is growing as it has become a necessity for leisure travelers along with the development of the sociocultures undergoing changes. One of the tourism industries that always increases its growth is the airline industry. As stated in the background above, the author conducted a research on The World's 4 Star Airlines in Asia-Pacific and Southeast Asia. In the study, the author took the title: The Analysis of Sensory Factors in Airline Marketing. The purpose of the study was to obtain results of the confirmatory analysis of the most dominant sensory dimension of marketing The World's 4 Star Airlines at Soekarno-Hatta International Airport. This research was descriptive and verificative, and the method of the research was a descriptive survey and explanatory survey. The samples taken in this study were as many as 100 people from the population of 1.195.596 foreign tourist passengers. The technique of sampling done by the author was a systematic sampling. Data processing was done by using the statistical test through SPSS 20.0 for Windows and AMOS 5. The results showed that the sensory dimension of marketing that was the most dominant was the dimension of sight which was equal to 21:36%. Whereas the most dominant sensory marketing indicator was equal to 10:07%.
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Hsueh, Fu-Jui, Ian Douglas, and Rodger Robertson. "WHAT PRODUCT FACTORS ALLOW AIRLINES TO COMMAND A PRICE PREMIUM IN THE SYDNEY-LOS ANGELES MARKET?" Journal of Air Transport Studies 2, no. 2 (July 1, 2011): 74–91. http://dx.doi.org/10.38008/jats.v2i2.101.
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Recent changes to the competitive environment in the highly contested Sydney to Los Angeles market have impacted the route profitability of almost 20 carriers. In particular the commencement of non-stop services by Delta Airlines and V Australia has mpacted route profitability of almost 20 carriers. This paper investigates the product factors that enable airlines to command a price premium the Sydney to Los Angeles market. A sample of business and economy class net fare quotes, in addition to data collected on seven product factors is used in this study to estimate the relationship between price and product. The regression results show that service quality, space, connectivity and alliance membership all have a positive influence on price in this particular market. In a practical setting, the research outcomes are particularly relevant to the areas of Airline Pricing & Yield Management, Airline Strategy, Airline Marketing and Product Planning.
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Wang, Stephen W., and Waros Ngamsiriudom. "Hello Kitty livery is just a glimpse of Hello Kitty experiential package." Journal of Service Theory and Practice 25, no. 1 (January 12, 2015): 75–94. http://dx.doi.org/10.1108/jstp-03-2014-0057.
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Purpose – Celebrity-themed aircraft campaigns have become a popular tactic that airlines adopt as part of their experiential marketing efforts. The campaign aims at differentiating their airline from competitors through delivering and/or reforming consumers’ flying experience. The paper aims to discuss this issue. Design/methodology/approach – Based on data collected from Taiwan, this study investigated the influence of four antecedents – attitude toward celebrity-themed aircrafts, subjective norms, perceived behavioral control and celebrity worship − on purchase intention. Findings – The results revealed significant positive relationships between all four antecedents and purchase intention. Furthermore, celebrity worship changed the relationships between attitude, subjective norms, as well as perceived behavioral control and intentions. Originality/value – This study investigates the potential role of marketing program of airlines with a fictional celebrity-themed aircraft that offer immersive flying experience to consumers. The experience starts on the outside where consumers can see the aircraft painted with celebrity-themed livery, and on the inside where the consumers get to experience many celebrity-related products, services, and spirit. According to the results, airlines can influence consumer purchase intention of the airlines services by offering consumers more celebrity related services, including celebrity-themed aircraft, customized products, and limited-amount souvenirs for their patronage. The results also demonstrate that celebrity worship has a significantly moderating effect on consumers’ perception on purchase intention. The results can vary depending on the intensity of celebrity worship.
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Bakır, Mahmut, and Özlem Atalık. "Application of Fuzzy AHP and Fuzzy MARCOS Approach for the Evaluation of E-Service Quality in the Airline Industry." Decision Making: Applications in Management and Engineering 4, no. 1 (March 15, 2021): 127–52. http://dx.doi.org/10.31181/dmame2104127b.
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Airlines today use e-services extensively for marketing activities and the distribution of services. Monitoring and evaluating e-service quality are essential for customers’ satisfaction and thus the success of airlines. This study aims to evaluate e-service quality in the airline industry from the point of view of the consumers. To achieve this, an integrated Fuzzy Analytical Hierarchy Process (F-AHP) and Fuzzy Measurement Alternatives and Ranking according to Compromise Solution (F-MARCOS) approach was proposed to handle the uncertain and imprecise nature of e-service evaluation. In the first stage, e-service quality criteria were prioritized using the F-AHP method. Then, a real-world case study was carried out on scheduled airlines to demonstrate the applicability of the proposed approach using the F-MARCOS method, utilizing a total sample of 395 airline passengers in Turkey. As a result, the top three e-service criteria were found as reliability, understandability and security. A three-stage sensitivity analysis was also conducted to examine the credibility and stability of the results. This study is the first study to integrate F-AHP and F-MARCOS methods for the first time in literature.
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Wever, Mark. "Designing Frequent Flyer Programs Effectively - a Market-Research- and Interview-Based Study for the German Aviation Sector." International Journal of Business and Management 16, no. 3 (February 5, 2021): 58. http://dx.doi.org/10.5539/ijbm.v16n3p58.
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In the face of growing competitive pressure and the dilemma of revenue-cuts due to the Corona lock-down airlines have to question their marketing activities. Frequent Flyer Programs (FFP) of German airlines have to date been an important element of customer relationship marketing in the brand-airlines segment, but recently have been cut back due to doubts on their profitability.
The study refers to a comprehensive review of empirical studies in FFP to classify design characteristics of international programs. Referring to this classification it analyses the design framework of Germany’s predominant Frequent Flyer program (Miles & More) in the form of a case study, and compares the approach to international standards. Five insider expert interviews are conducted to evaluate the effectiveness of the concept and derive development options to secure the sustainable effectiveness of the program in a changing aviation market.
The study finds some adaptations to Miles & More indispensable to make the program future-proof. A comprehensive and convincing framework comprising status, monetary and service rewards is essential to ensure consumer attractiveness and continuity. The partner network has to be expanded globally to ensure the programs international attraction. Bonuses have to be amended to particularly address frequent and international flyers Considering this advice, Miles & More can become an important building block in a post-Corona airline marketing setup.
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Rotfeld, Herbert Jack. "Misplaced marketing." Journal of Consumer Marketing 18, no. 2 (April 1, 2001): 99–101. http://dx.doi.org/10.1108/07363760110385974.
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Describes how certain segments of business are increasingly “turning into a service economy” but “customer service” is not treated as a priority. Cites several experiences of poor customer service, ranging from airlines to restaurants. Concludes that in customer service the marketing questions are straightforward and simple. Therefore, it is all the more perplexing when marketing gets doubly misplaced, with a failure to ask marketing questions and substituting customer service instead.
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Sinclair-Maragh, Gaunette. "Air Jamaica … more than a national airline." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–6. http://dx.doi.org/10.1108/20450621111110627.
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Subject area Hospitality and tourism management; strategic management; marketing, transportation system management and human resource management. Study level/applicability Undergraduate in business and management and hospitality and tourism management. Case overview This teaching case outlines the historical background, successes and challenges of the national airline of Jamaica. It shows how a national airline, which is a heritage asset and one that has provided nostalgic and sentimental value to the Jamaican people and its passengers, had to be divested. The airline has been faced with several challenges; the major one being high-operating costs, especially in light of the global economic recession. The case also highlights the various procedures carried out by the Government of Jamaica before and after the divestment arrangement and also by the acquirer, Caribbean Airlines. Expected learning outcomes The student should be able to: first, differentiate among the various strategic management terms and concepts used in the case; second, explain the importance of strategic decisions versus emotional decisions; third, assess the environmental factors that impacted Air Jamaica's operation; fourth, analyse the environmental factors that should have been considered by Caribbean Airlines before making the decision to acquire Air Jamaica; fifth, carry out a comparative analysis of the various corporate-level strategies to identify the best option for the Government of Jamaica; sixth, propose reasons why Caribbean Airlines acquired Air Jamaica. Supplementary materials Teaching note.
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Bellizzi, Maria Grazia, Luigi dell’Olio, Laura Eboli, Carmen Forciniti, and Gabriella Mazzulla. "Passengers’ Expectations on Airlines’ Services: Design of a Stated Preference Survey and Preliminary Outcomes." Sustainability 12, no. 11 (June 9, 2020): 4707. http://dx.doi.org/10.3390/su12114707.
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As the competition between airlines grows, their customer-centered strategies are becoming increasingly popular. In this context, the marketing strategies are the result of investigations carried out directly on users, usually through the Customer Satisfaction Surveys. Investigating on airline passengers’ preferences represents a useful action to pursue the most convenient strategy for increasing their satisfaction and improving the provided service. With this aim, we propose the design of a Stated Preference survey and the preliminary outcomes obtained from the analysis and modelling of the collected data. A deep study of the literature review drove us to consider the land services separately from the air ones. Even if the travel experience of an airline passenger starts at the airport, only the services provided by the airlines are the object of this study. The Stated Preference survey was designed with the aim to capture the passengers’ desires on airlines’ services by proposing hypothetical scenarios to them. The survey was addressed to the whole population of the University of Calabria (Italy). A sample of 1907 survey responses was obtained. For analyzing the collected data, discrete choice models have been calibrated to obtain the weights assigned by users to each service quality aspect included in the experiment.
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Sakas, Damianos P., and Dimitrios P. Reklitis. "The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement." Sustainability 13, no. 16 (August 7, 2021): 8850. http://dx.doi.org/10.3390/su13168850.
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With airline companies increasingly relying on crowdsourcing websites to deploy their digital marketing strategies, marketeers and strategists seek to acquire an understanding of the factors affecting airlines’ organic traffic and user engagement. Such an understanding is acquired through the consideration of variables that influence a company’s organic traffic and user engagement and their correlation to each other. A three-stage data-driven analysis is used to examine the correlation between the foregoing variables and to consider strategies that can be implemented to optimize organic traffic and user engagement. The first section gathers data from five airline companies’ websites and five crowdsourcing websites over an interval of 180 days. The second stage creates an exploratory diagnostic model, through Fuzzy Cognitive Mapping, to visually illustrate the cause-and-effect correlations between the examined metrics. Finally, a predictive micro-level agent-based model simulates optimization strategies that can be used to improve organic traffic and user engagement. The results of this study, reveal that crowdsourcing organic traffic increases airline websites’ user engagement through paid campaigns, while a limited correlation was found to exist between the average duration of a user to organic traffic. The results of this study provide tangible digital marketing strategies which can be used by airline companies to improve the influence of their digital marketing strategies on their users.
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Tümer, Mustafa, Iman Aghaei, Yahya Nasser Eddine, and Emrah Öney. "The impact of traditional and social media marketing on customers’ brand trust and purchase intentions in the Turkish airline market." Journal of Research in Emerging Markets 1, no. 4 (December 14, 2019): 55–68. http://dx.doi.org/10.30585/jrems.v1i4.344.
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The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.
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Rasool, Gowhar, and Anjali Pathania. "Reading between the lines: untwining online user-generated content using sentiment analysis." Journal of Research in Interactive Marketing 15, no. 3 (June 18, 2021): 401–18. http://dx.doi.org/10.1108/jrim-03-2020-0045.
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PurposeOne of the major challenges within the airline industry is to keep pace with the changing customer perception toward their service quality. This paper aims to demonstrate how sentiment analysis of user-generated big data can be used to research airline service quality as a more comprehensive alternative to other survey-based models by investigating real-time passenger insights.Design/methodology/approachThe present research uses the case of Indigo airlines by studying passenger's trip advisor reviews regarding the low-cost commercial airline service. The authors analyzed 1,777 passenger reviews, which were classified, to uncover sentiments for five dimensions of airline service quality (AIRQUAL).FindingsThe findings of the study demonstrate the need for harnessing the brand-related user-generated content shared on online platforms to identify the critical attributes for airline service quality. Further, through the application of sentiment analysis, the paper provides much-needed clarity in the processing of user-generated content. It illustrates the investigation of passenger interactions as a reflection of their satisfaction, expectation, intention and overall opinion toward the airline service quality.Practical implicationsThe analytical framework adopted in the study for examining user-generated content (UGC) can be functional for the marketing managers and equip them for handling large-scale data readily available in action-oriented interactive marketing research.Originality/valueThis paper demonstrates how sentiment analysis of user-generated data can be used to research airline service quality as a more comprehensive alternative to other survey-based models. The study supplements the methodological advances in the field of UGC analysis and adds to the existing knowledge domain.
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Luo, Shu-Fang, and Tzai-Zang Lee. "The Influence of Trust and Usefulness on Customer Perceptions of E-Service Quality." Social Behavior and Personality: an international journal 39, no. 6 (October 1, 2011): 825–37. http://dx.doi.org/10.2224/sbp.2011.39.6.825.
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E-service markets for airlines have been growing rapidly over the past several years. Because they reduce the waiting time compared to offline shopping transactions. e-commerce and e-service marketing activities have attracted a great deal of attention as a means of increasing customers' awareness and favorable perceptions of online shopping. In this study we surveyed 236 international travelers who had purchased airline tickets from 30 different airline service websites in Taiwan. The results illustrate that customers' perceptions of both trust and usefulness, which are the factors of the technology acceptance perspective, positively moderate the relationship between e-service quality, perception of service value and service satisfaction.
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Shahrabani, Shosh, and Sharon Teitler Regev. "Willingness to pay for airline security." International Journal of Culture, Tourism and Hospitality Research 13, no. 2 (June 3, 2019): 153–66. http://dx.doi.org/10.1108/ijcthr-06-2018-0080.
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Purpose Due to recent international media reports of terrorist attacks in airports, people are more aware of the risk terrorism poses to flying and the need for security measures in the airline industry. This study aims to examine factors affecting willingness to pay (WTP) for airline security and safety flights after terror attacks incident. Design/methodology/approach A polling company distributed an internet survey among 415 Israelis in July 2014, after thousands of missiles had been fired into Israel from the Gaza Strip, threatening the population and disrupting aviation traffic to and from Israel. The results show that individuals who attributed higher importance to airline security and exhibited more fear and less optimism were willing to pay more for airline security and safety. Findings The results show that individuals who attributed higher perceived importance to airline security and exhibited more fear and less optimism were willing to pay more for the security and safety of flying. Research limitations/implications The implications of the study are important for understanding how terrorist attacks and negative aviation events affect people’s feelings, pessimism/optimism and general attitudes toward airline security. Originality/value Due to the increase in the number of terror attack involving airlines, it is important for understanding the demand for tickets on secure airlines. Such an understanding is essential for evaluating the perceived benefit of safety and security improvements in the aviation industry and for developing marketing strategies for different tickets.
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Saeida Ardakani, Saeid, Majid Nejatian, Mohammad Ali Farhangnejad, and Mehran Nejati. "A fuzzy approach to service quality diagnosis." Marketing Intelligence & Planning 33, no. 1 (February 2, 2015): 103–19. http://dx.doi.org/10.1108/mip-02-2013-0035.
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Purpose – The purpose of this paper is to identify service quality dimensions that could enhance the level of services provided by a variety of carriers and rank them, accordingly. Design/methodology/approach – This research aims to identify service quality dimensions that could enhance the level of services provided by a variety of carriers and rank them, accordingly. Findings – The results show that “safety,” “timeliness,” and “variety and type of airplane” are the most important service quality criteria from the passengers’ viewpoint. It also indicates that the most and least important dimensions of service quality are “tangibles” and “responsiveness,” respectively. The results ranked the airlines from one to three as Emirates Airline, Mahan Air, and Iran Air. Originality/value – Most of the service quality criteria are descriptive and are stated using lingual expressions (cardinal or ordinal scales). Therefore, evaluation of perceptions and expectations of customers regarding service quality using non-fuzzy methods ignores the ambiguity involved in individual judgments.
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Sosunova, Lilijana A. "Marketing Aspects of Discount Airlines in the Russian Market." HELIX 8, no. 4 (June 30, 2018): 3448–53. http://dx.doi.org/10.29042/2018-3448-3453.
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Fraga, Vitor. "Azores tourism: a development and marketing strategy." Worldwide Hospitality and Tourism Themes 8, no. 6 (December 5, 2016): 705–10. http://dx.doi.org/10.1108/whatt-09-2016-0045.
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Purpose The purpose of this paper is to present and analyse the recently launched strategic and marketing tourism plan for the Azores and how this is being used to foster tourism development in the region. Design/methodology/approach The article is based on information drawn from official national and regional sources. Findings In recent years, the Azores Archipelago has been enjoying a wave of popularity that witnessed a boost with the change in the new air accessibilities policy, culminating with the arrival of the low-cost airlines to the region. The positive isolation that the Azores faced for many years, because of few and expensive air connections, presently allows the offering of an unspoiled region of nine islands to the world tourism markets. To maintain and further expand the benefits of tourism, a tourism strategy, deeply rooted in sustainable principles, was developed and is being implemented. Originality/value This paper presents the perspective of the Azorean government and the responses given to the challenges and opportunities derived from a new wave of tourists to the region as a result of changes in the new air accessibilities policy, culminating with the arrival of the low-cost airlines to the Archipelago.
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Hernandez, Cristina Ceballos, Pedro Palos-Sánchez, and Miguel A. Rios. "Website Quality Assessment: A Case Study of Chinese Airlines." Indian Journal of Marketing 50, no. 1 (January 31, 2020): 42. http://dx.doi.org/10.17010/ijom/2020/v50/i1/149773.
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Kim, Joonhyeong, and Insin Kim. "Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines." Sustainability 10, no. 7 (July 6, 2018): 2359. http://dx.doi.org/10.3390/su10072359.
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Silva, Eduardo Silva da, and Guilherme Bridi. "Virtual Sales Versus Classical Sales: A Perspective From Brazilian Airlines Customers." International Journal of Business Administration 10, no. 1 (December 4, 2018): 87. http://dx.doi.org/10.5430/ijba.v10n1p87.
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The present paper aims to contribute to the debate about the use of digital marketing and relationship marketing tools for travel sales, and their respective reflexes in the customers preferences by virtual or classical sales channels of airlines tickets in Brazil. Therefore, it was applied a survey with 80 regular customers from domestic flights. It was identified that most of the respondents tend to buy their tickets into virtual sales channels, mainly in those that are better organized and offer the best rates. For those who chose for traditional channels tend to buy tickets from the airlines that focus on keeping a good service throughout the sales process, and also analyzing factors such as quality of service and safety. It was also concluded that it is extremely important to invest in digital marketing and relationships tools, once passengers are each more looking for a fair price combined with good quality.
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Sandada, Maxwell, and Bright Matibiri. "An Investigation into the Impact of Service Quality, Frequent Flier Programs and Safety Perception on Satisfaction and Customer Loyalty in the Airline Industry in Southern Africa." South East European Journal of Economics and Business 11, no. 1 (April 1, 2016): 41–53. http://dx.doi.org/10.1515/jeb-2016-0006.
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Abstract This study aims to identify the factors that make passengers loyal to an airline in Southern Africa by investigating the impact of service quality and safety perception on customer satisfaction and how satisfaction and frequent flyer programs (FFP) subsequently influence customer loyalty. The key finding was that service quality positively influenced customer satisfaction, and satisfaction was an important antecedent of customer loyalty. The analysis also suggested that safety perception and FFP positively influence customer loyalty, while their relationship with satisfaction was not significant. An analysis of switching behaviour revealed that satisfied customers may still switch to other airlines. The main contribution of this study is the development of a customer loyalty model for the aviation industry in Southern Africa. Knowledge of customer loyalty drivers will assist airline marketing managers in developing strategies for improving passenger load factors and profitability.
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Antczak, Doris, and Sonia Huderek-Glapska. "Ocena działań marketingowych linii lotniczych w mediach społecznościowych na przykładzie PLL LOT." Marketing i Rynek 2020, no. 6 (June 20, 2020): 13–26. http://dx.doi.org/10.33226/1231-7853.2020.6.2.
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Oyewole, Philemon, Muthulakshmi Sankaran, and Pravat Choudhury. "Consumer Choice of Airlines in Malaysia." Journal of International Consumer Marketing 20, no. 1 (July 24, 2007): 19–31. http://dx.doi.org/10.1300/j046v20n01_03.
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Dewi, NGAS. "ANALISIS FAKTOR WISATAWAN NUSANTARA MEMBELI TIKET PESAWAT KE BALI." Jurnal IPTA 8, no. 1 (July 16, 2020): 39. http://dx.doi.org/10.24843/ipta.2020.v08.i01.p06.
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The increasing number of airlines that provide flight routes to Bali, causes tourists to consider various factors before making the purchase of an airline ticket that would be used to go to Bali. This study aims to determine the factors that influence the decision of domestic tourists to purchase airline tickets to Bali with a quantitative descriptive approach. Data collected through observation, questionnaire distribution, and literature study. The sample in this study amounted to 100 tourists who were obtained accidentally. With the help of factor analysis using SPSS version 17, out of 26 indicators, six major factors were formed that influenced the behavior of domestic tourists in purchasing airline tickets to Bali, including: psychological factor, social factor, cultural factor, marketing mix factor, employment factor, and personal factor. The dominant factor that has influenced the behavior of domestic tourists in purchasing tickets is psychological factors with an eigenvalue of 14.135 and a variance percentage of 42.832%. As for forming psychological factors, airline image factors got the biggest loading factor which is a number of 0.881.
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Hashem, Tareq. "Impact of using humor advertisement on airline customers’ mental image." Innovative Marketing 13, no. 3 (November 7, 2017): 25–32. http://dx.doi.org/10.21511/im.13(3).2017.03.
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The study aims to investigate the impact of using humor advertisements on airline customers’ mental image. To achieve the main objective, a questionnaire was designed according to research hypotheses. The study population consists of airline customers that operate in Jordan and those who were exposed to a humor advertisement on the planes. Each person was asked before filling the questionnaire if he was previously exposed during one of his flights to humor advertisement or not. A convenient sample of 700 people was selected, 587 valid questionnaires have been collected. The research concluded that humor advertising has a significant impact on the formation of airline customers’ mental image, moreover, aggressive humor variable is considered the most influential variable on airline customers’ mental image. The research suggested some recommendations, such as: airlines should adopt humorous marketing activities in high level, and to benefit from leading companies experiences in order to meet customer needs and desires. As well as, they should encourage customers to respond to them in expressing their opinion about humor advertisements they make.
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Alagöz, Selda Başaran, and Nezahat Ekici. "Experiential Marketing and Vacation Experience: The Sample of Turkish Airlines*." Procedia - Social and Behavioral Sciences 150 (September 2014): 500–510. http://dx.doi.org/10.1016/j.sbspro.2014.09.065.
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Liu, Abby, Geoffrey Wall, and John Westlake. "Marketing through Frequent Flyer Programmes: The Example of China Airlines." Tourism Economics 6, no. 3 (September 2000): 233–49. http://dx.doi.org/10.5367/000000000101297613.
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Charoensettasilp, Sittichai, and Chong Wu. "Thai Consumers Satisfaction after Receiving Services from Thailand's Newest Low-Cost Airline." Applied Mechanics and Materials 505-506 (January 2014): 767–77. http://dx.doi.org/10.4028/www.scientific.net/amm.505-506.767.
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Thai Thai Smile is Thailands Newest Low Cost Airline Launched in 2012. The demand for low-cost airlines in the Thailand has also needs more and growing fast. This research studies about Thai consumers satisfaction after receiving services from Thailand's newest low cost airline. Employs sampling method on 400 Thai people who live in Bangkok and have used Newest Low Cost Airline to travel. A random convenience sampling technique together with surveys is used to collect data. At a significance level of 0.05, demographic factors including gender, age, education, monthly income, and occupation do affect Thai consumers satisfaction after receiving services from Thailand's newest low cost airline. In addition to the service marketing mix (7PS) influence Thai consumers satisfaction after receiving services from Thailand's newest low cost airline. Product, Process, People and Physical Evidence mostly affect Thai consumers satisfaction after receiving services from Thailand's newest low cost airline. Examples are the convenience of luggage claim, The announcement and information from the cabin crews and the captain, and the aircraft used for the traveler with a new and modern design that convenient to use. Following by Place and Price respectively, while Promotion is among the bottom ranking.
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Ganatra, Varsha, A. A. Gde Satia Utama, Purvika Pawar, Sahil Verma, Rudresh Pandey, Jhonathan Whiryawan, Liem Gai Sin, et al. "Marketing Strategies of Travel and Tourism Industry." International Journal of Tourism and Hospitality in Asia Pasific 4, no. 1 (February 20, 2021): 43–52. http://dx.doi.org/10.32535/ijthap.v4i1.1020.
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Travel and Tourism is an assemblage of all the leisure, luxuries, comfort, travel products, and services provided by suppliers including airlines, hotels, transportation like self-drive agencies, cruise lines, restaurants, etc. All these functions require marketing. This study aims to explore the marketing patterns of tourist agencies to increase customer awareness. The tourism sector also helps to promote the various hotels, restaurants, rental agencies by giving a platform for all these services to promote their services and also provide a customer discount for customer satisfaction.
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Singh, Balgopal. "Conceptualization and Measurement of Consumer Based Brand Equity for Airlines." Indian Journal of Marketing 48, no. 9 (September 1, 2018): 7. http://dx.doi.org/10.17010/ijom/2018/v48/i9/131436.
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Miles, Sandra Jeanquart, and W. Glynn Mangold. "Positioning Southwest Airlines through employee branding." Business Horizons 48, no. 6 (November 2005): 535–45. http://dx.doi.org/10.1016/j.bushor.2005.04.010.
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Rahman, Mahabubur. "Dynamic marketing productivity and firm intangible value: insights from airlines industry." Journal of Marketing Theory and Practice 28, no. 3 (May 29, 2020): 342–55. http://dx.doi.org/10.1080/10696679.2020.1766360.
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