WHEN LOW FARES ARE NOT ENOUGH : AIRLINES NEED TO RETHINK THEIR ADVERTISING AND BRANDING STRATEGIES

This article suggests that a new marketing approach needs to be adopted by airlines in order to attract and maintain patronage. With recent events such as the war in Iraq, September 11, and SARS, a "constant shock syndrome" has emerged, requiring that airlines and travel and tourism organization need to pay attention to the impact that tragic events can have on the human psyche and their attitudes toward travel. Additional sources of stress that passengers are faced with revolve around the uncontrollable nature of air travel, airport security inspections, and adverse travel environments. Discounted tickets are no longer a guarantee in attracting customers. Instead, experts recommend that airlines adopt campaigns that perhaps focus on how air travel can be a source of comfort by helping to bring families together.

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/issn/00022543
• Corporate Authors:

  Penton Media

  1300 E 9th Street
  Cleveland, OH  United States  44114-1503
• Authors:
  • Thomas, G
• Publication Date: 2003-9

Language

• English

Media Info

• Features: Photos;
• Pagination: p. 61-62
• Serial:
  • ATW: Air Transport World
  • Volume: 40
  • Issue Number: 9
  • Publisher: Penton Media
  • ISSN: 0002-2543

Subject/Index Terms

• TRT Terms: Airlines; Discount fares; Marketing; Passenger traffic; Stress (Psychology)
• Geographic Terms: Asia
• Subject Areas: Aviation; Safety and Human Factors;

Filing Info

• Accession Number: 00965061
• Record Type: Publication
• Source Agency: UC Berkeley Transportation Library
• Files: BTRIS, TRIS
• Created Date: Nov 3 2003 12:00AM