Carving a Niche for the No-Frills Carrier, Air Arabia, in Oil-Rich Skies

The introduction of a no-frills airline into the oil-rich region of the Middle East was a concept that carried many risks associated with it. This research aimed to position the new airline in the marketplace. After 3 focus groups and 400 self-administered surveys, safety and price were found to be low-fare carrier considerations, whereas safety, timeliness, and price apply for full-fare airlines. Recommended ways for no-frills carriers to reach the market include newspaper ads, travel agent sales promotions, online bookings, and call centers. Additionally, respondents appeared to evaluate this low-fare carrier as a full-service airline.

  • Availability:
  • Authors:
    • McKechnie, Donelda S
    • Grant, Jim
    • Fahmi, Mona
  • Publication Date: 2007


  • English

Media Info

  • Media Type: Print
  • Features: References; Tables;
  • Pagination: pp 53-66
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 01055347
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Aug 10 2007 2:46PM