THE IMPACT OF COVID-19 PANDEMIC ON THE MARKETING STRATEGIES OF TURKISH AIRLINE COMPANIES

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Nişantaşı Üniversitesi Sosyal Bilimler Dergisi
Volume:11 Issue:1
THE IMPACT OF COVID-19 PANDEMIC ON THE MARKETING STRATEGIES OF TURKISH AIRLINE COMPANIES

THE IMPACT OF COVID-19 PANDEMIC ON THE MARKETING STRATEGIES OF TURKISH AIRLINE COMPANIES

Authors : Ayben CEYHAN GÜNAY, Begum MARAL

Pages : 158-173

Doi:10.52122/nisantasisbd.1256813

View : 68 | Download : 51

Publication Date : 2023-06-30

Article Type : Research Paper

Abstract :The COVID-19 outbreak that emerged in Wuhan, China at the end of 2019 has affected the whole world. As the outbreak turned into a pandemic, it has negatively affected the aviation industry among many other sectors. During this period, the airline transport companies have attempted to minimise their economic losses by differentiating their marketing strategies. This study defines and compares the marketing strategies implemented by the companies in the Turkish aviation industry before and during the COVID-19 period using semi-structured qualitative research technique and provides recommendations.
Keywords : Koronavirüs, COVID 19, Pandemi, Havacılık, Havayolları

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