COVID-19 PANDEMİSİNİN TÜRK HAVA YOLU İŞLETMELERİNİN PAZARLAMA STRATEJİLERİNE ETKİSİ

Abstract

The COVID-19 outbreak that emerged in Wuhan, China at the end of 2019 has affected the whole world. As the outbreak turned into a pandemic, it has negatively affected the aviation industry among many other sectors. During this period, the airline transport companies have attempted to minimise their economic losses by differentiating their marketing strategies. This study defines and compares the marketing strategies implemented by the companies in the Turkish aviation industry before and during the COVID-19 period using semi-structured qualitative research technique and provides recommendations.