Akademik Veri Yönetim Sistemi
Open Journal of Social Sciences, cilt.12, sa.5, ss.57-74, 2024 (Hakemli Dergi)
In this study, some digital marketing strategies that are decisive in attracting
customers and building loyalty in the airline industry, where competition is
intense today, are discussed. In the digital age we are in, the success of airlines
depends on effective digital marketing strategies. In the research, firstly, the
concept of digital marketing is analysed and the status of the airline industry
in this digital transformation is discussed. This study is designed to understand
the digital marketing activities of airlines rated with 5 stars by Skytrax.
The websites of 10 airline companies awarded with 5 stars by Skytrax were
analysed and scored according to 10 criteria. The scoring process of the websites
was conducted simultaneously by 3 evaluators. According to these
evaluations, the highest score was 77 and the lowest score was 50. Within the
scope of the research, 40% of the airline companies scored below the average.
In the examination of the websites, Qatar Airways scored 77 points, Cathay
Pacific Airways 75 points and EVA Air 65 points and were determined to be
the 3 highest airline companies. Japan Airlines received 52 points, All Nippon
Airways 51 points and Korean Air 50 points, making them the lowest 3 airline
companies.