Airline marketing mix and promotion strategies

Abstract

[eng] Airlines play a key role in the tourism industry acting as the main facilitator of tourism flows. This study aims to investigate and analyse the main features affecting airlines decisions towards product, price, place-distribution, and promotion, - the so-called 4P’s of marketing mix -. Analysing the 4P’s of marketing mix for the airline industry, the factors affecting them, how they have evolved in time, and the marketing environment where the airline industry operates, this study provides a theoretical overview on how airlines approach 4P’s of marketing mix and how them affect airlines in their strategies and policies. The focus is set on promotion, where a survey has been conducted to ascertain both the key determinant factors affecting consumers’ flight ticket purchasing decision process and the extent to which airlines emphasise these key determinant factors in the content of their promotional strategies and marketing campaigns.