THE ROLE OF CAUSE MARKETING IN ENHANCING THE COMPETITIVENESS OF AIRLINE COMPANIES

نوع المستند : المقالة الأصلية

المؤلفون

1 Tourism Studies Faculty of Tourism and Hotels Mansoura University

2 Lecturer of Tourism Studies Faculty of Tourism and Hotels Mansoura University

3 Professor of Tourism Studies Faculty of Tourism and Hotels Mansoura University

4 Professor of Tourism Management Faculty of Tourism and Hotels Mansoura University

10.21608/mkaf.2025.458406

المستخلص

The aviation market has been characterised by strong competition and fast transformations driven by airline deregulation, fast technological advancements, and innovations. Therefore, airline companies must quickly and effectively adapt to the competitive market environment to gain an advantage in the high-competitive arena. This research aims to determine how the implementation of Cause Marketing strategies can affect the competitiveness of airline companies and to find out the extent of airline passengers’ preferring to deal with airline companies that support a cause they care about. An online questionnaire form was distributed using google forms to a sample of (392) of airline companies’ passengers, who were reached through travel groups on the social media platform Facebook. Statistical analysis was carried out through the Statistical Package for Social Sciences program (SPSS 27.0.1). Research findings highlighted a correlation between Cause Marketing strategies and enhancement of the competitiveness of airline companies. Also, there is no statistically difference between passengers’ opinions towards airline companies applying Cause Marketing. The research recommends that airline companies should collaborate with non-profit organizations and adopt charitable causes that attract the attention of airline companies’ passengers.

الكلمات الرئيسية

مجلة کلية السياحة والفنادق. جامعة المنصورة
المجلد 17، العدد 17
يونيو 2025
الصفحة 297-339

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