Evaluating Airlines Promotion Policies and Tactics in Crisis Environment from Customers' Satisfaction Perspectives: Egypt Air' Case Study

Shehawy, Yasser Moustafa; Abouzied, Fatma

doi:10.21608/ijthm.2019.52145

Evaluating Airlines Promotion Policies and Tactics in Crisis Environment from Customers' Satisfaction Perspectives: Egypt Air' Case Study

Document Type : Original Article

Authors

¹ Faculty of Arts and Humanities, Jazan University, Saudi Arabia & Faculty of Tourism and Hotels, University of Sadat City, Egypt

² Tourism Studies Department, Faculty of Tourism and Hotels, South Valley University, Luxor Branch, Egypt

10.21608/ijthm.2019.52145

Abstract

Air Transportation Services Considered The Leading Factor Driving The Growing Development In Tourism Industry And Its Economy. In The Current Global Service Economy, Airlines Considered The Lifeblood Of Tourism. Because Of The Airline Industry Has Been Closely Affected By And Linked To Internal Or External Politics, Economics, Security, Technological, Technical, Fatal Accidents, And Other Crisis Challenges; The Crisis Effects On The Airlines Industry Drew And Attract The Attention To Study And Analysis. This Study Considered Airlines Businesses As Crisis Environments By Its Nature. The Crisis Should Face By Different Promotion And Tactics Regarding Airlines Competitive Services, Customer Satisfaction, Service Quality Ameliorate And Avoiding Bankruptcy. The Importance Of The Study Is To Discuss The Main Airlines Promotion Policies And Tactics Success Indicators. The Study Diagnoses Essential Aspects For The Airlines Strategic Solutions From Customer's Perspectives Enriching Promotion Policies And Tactics In Its Dynamic Business Environment. Egyptair Studied Practically And Empirically As The Egyptian National Full-Service Airline Founded 1932. The Study Empirically Assessed And Integrated The Varying Factors By Conducting Egypt Air' Customers Survey Where Many Implications Are Discussed. By Questionnaire Survey, The Assessment Methodology Tools Depends On Collecting And Analyzing Quantitative And Theoretically Qualitative Concerned Data. The Convenient Sample Approach 542 From Egyptair Customers, Where Using SPSS Statistical Tools And Other Statistical Applied Techniques. Findings Of The Study Indicated And Revealed The Most Influential Airlines Promotion Policies And Tactics, Respectively Are; First, Investing In Icts Applications And Services, Second, Advantages Of Airline Strongest Branding And Alliances, Third, Highly Employees And Staff Skills And Qualification, Fourth, Caring The Customer Behavior Intentions, Fifth, Enriching Customers' Service Experiences, And, Previous Satisfied Experiences On Traveling By The Airlines. The Discussion Also Includes Many Tourism Crisis Theories And Practices Contribution To Tourism And Airlines Business Knowledge And Practices.

Keywords