Abstract
The paper considers theoretical and practical approaches to analysing the potential of the airline's service complex diversification in the context of increased competition. It is emphasised that the main characteristics of aviation services and methods of their improvement and diversification should be developed in accordance with the needs of the target audience, ensuring customer satisfaction and loyalty to a particular airline. It is concluded that by understanding and taking into account the specific needs and expectations of their passengers, airlines can effectively stand out in a competitive market, gaining new opportunities and channels for generating additional income. The paper analyses regional distribution of revenues from passenger and freight transportations of the "Turkish Airlines". It is argued that diversification of services is a strategic step to strengthen the market position of the airline, its financial stability and long-term sustainability. On the basis of a study of secondary sources of information and the use of the author's survey, practical recommendations on ways to diversify the range of services of Turkish Airlines have been proposed.
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