Aviation Management and Hedonic Behavior in Airline Marketing

Ahmet Başalp
Erciyes University
Ali Emre Sarılgan
Eskişehir Technical University


In our book, we will approach aviation management with a general overview and examine issues related to airline marketing by touching on general marketing issues. The results will be evaluated with a quantitative study with a hedonic approach regarding the field of airline marketing.

While the aviation sector and studies in this field were initially examined in technical details, today it has turned into an area where interdisciplinary studies are intensively carried out. It is accepted that this sector is one of the sectors where safety is extremely important but at the same time the highest possible return must be achieved.

With people's desire to save time in transportation, significant progress has been made in the field of aviation, and this has increased the importance of the field. At the end of the book study, findings on hedonic behavior in this field will be presented. The communication opportunities offered to people by developments in technology and globalization have led to the creation of new areas that will direct consumers' consumption habits and influence their purchasing decisions. The most important of these areas is undoubtedly social media platforms. In the study, social media marketing, consumer behavior, hedonism and these were examined based on the civil aviation sector. The research was conducted using a survey technique with 442 participants who were determined by the convenience sampling method, which is one of the sample types, and who both use social media and prefer air transportation. Due to deficiencies in some surveys, 405 survey results were evaluated. As a result of the study, the focus was on the way social media channels, as a part of the digital world, affect individuals using the airline.

Customers in the 26-34 age group are most likely to be affected by social media posts in the marketing processes carried out by airline companies. Focusing on the target customer group and working intensively on this group will increase the chances of the marketing effort being successful. It has been concluded that especially individuals who use air transportation have a higher rate of hedonic behavior. By using the advantages provided by social media on individuals traveling by air, their preferences will be affected, thus paving the way for them to engage in hedonic behavior. In particular, individuals who fly frequently tend to show more hedonic behavior, so they should be considered as the target audience, and airline companies should try to attract these individuals with attractive advertising and similar activities. It is among the study outcomes that individuals who tend to engage in hedonic behaviors are more likely to engage in hedonic behaviors. It is seen that promotional activities regarding special flight routes and new experiences, especially by highlighting the pleasure and experience that individuals who can take unplanned flights, will be effective in making purchasing decisions of these individuals. The results of the study in the book we have prepared have become a useful guide for determining target audiences in the market and for the company to provide more returns.

The information in our book and the results of the quantitative study will guide customer-oriented approaches in the field of airline marketing.

How to cite this book

Başalp, A. & Sarılgan, A. E. (2023). Aviation Management and Hedonic Behavior in Airline Marketing. Özgür Publications. DOI: https://doi.org/10.58830/ozgur.pub318



October 30, 2023