The Impact of Covid-19 on Marketing Mix and Economics of Airlines

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F25619161%3A_____%2F22%3AN0000020" target="_blank" >RIV/25619161:_____/22:N0000020 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.1109/NTAD57912.2022.10013631" target="_blank" >http://dx.doi.org/10.1109/NTAD57912.2022.10013631</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1109/NTAD57912.2022.10013631" target="_blank" >10.1109/NTAD57912.2022.10013631</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The Impact of Covid-19 on Marketing Mix and Economics of Airlines

Popis výsledku v původním jazyce

The main goal of this paper is to assess the impact of covid-19 on marketing practices and airlines’ adaptation to the new business and economic environment. In the first part, we introduce a marketing mix framework and look at the impact of covid-19 on seat capacity and airline operating revenues. In the second part, we determine current marketing strategies using the marketing framework of the 4Ps and its impact on operational changes among full-service network carriers and low-cost carriers. The central theme in advertising and campaigns for full-service network carriers is high hygiene standards and cleanliness of flights, as passengers are concerned with not contracting covid-19 or other viruses during the longer flight routes. Low-cost carriers still focus primarily on the price and convenience to potential customers. Both types of carriers do improve and push out technology changes in terms of mobile apps, improved online check-ins and contactless, touchless kiosks used for airport check-ins. These slight changes increase passengers’ comfort, speed up the check-in process and minimize the spread of any viruses.

Název v anglickém jazyce

The Impact of Covid-19 on Marketing Mix and Economics of Airlines

Popis výsledku anglicky

The main goal of this paper is to assess the impact of covid-19 on marketing practices and airlines’ adaptation to the new business and economic environment. In the first part, we introduce a marketing mix framework and look at the impact of covid-19 on seat capacity and airline operating revenues. In the second part, we determine current marketing strategies using the marketing framework of the 4Ps and its impact on operational changes among full-service network carriers and low-cost carriers. The central theme in advertising and campaigns for full-service network carriers is high hygiene standards and cleanliness of flights, as passengers are concerned with not contracting covid-19 or other viruses during the longer flight routes. Low-cost carriers still focus primarily on the price and convenience to potential customers. Both types of carriers do improve and push out technology changes in terms of mobile apps, improved online check-ins and contactless, touchless kiosks used for airport check-ins. These slight changes increase passengers’ comfort, speed up the check-in process and minimize the spread of any viruses.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

New Trends in Aviation Development (NTAD)

ISBN

978-1-5090-0931-2

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

12-20

Název nakladatele

IEEE

Místo vydání

Nový Smokovec

Místo konání akce

Nový Smokovec

Datum konání akce

24. 11. 2022

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—