The complexity of digital marketing methodology implementation in air passenger transportation: the case of Russia

The article is devoted to the issue of the complexity of implementing the digital marketing methodology in the air transportation of passengers on the example of the Russian Federation. The authors presented foreign and domestic digital marketing research and noted its practicality in various activities, including transport enterprises. At the same time, it is necessary to consider the trend, features of long-term development, and the target orientation of the Russian transport complex to achieve the planned economic and social performance by the Transport Strategy of the Russian Federation for the period up to 2030. The authors consider the crisis caused by the pandemic and the implementation of the technologies related to the renewal and modernization of transport system facilities. The analyzed studies on COVID-19 highlight the relevance of the development of information technology in the era of a new coronavirus infection, which has impacted the transport industry around the world, contributing to the increased role of digitalization digital marketing in the activities of transport enterprises. The authors list the features and trends of the strategic orientation of transport enterprises to achieve the planned economic and social performance. The identified features allow the authors to express their views on the main drivers of the development of the transport system. Authors could suggest topics for further research regarding the optimization of passenger air transportation based on digital marketing methodology.

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 01853747
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Aug 1 2022 11:13AM