Abstract

This major research paper (MRP) explores the discourses of elite airline travel by applying principles of travel discourse, linguistics, and social identity theory to a case study of Delta Air Lines’ online marketing for its premium Delta Sky Club lounge. The following research questions guided this study: How does Delta Air Lines’ language use in the online marketing of their frequent-flyer and business-class services contribute to the creation of a Club motif? How does the Club motif help to differentiate the elite traveler (and their travel experience) from other ticketholders? How does it reinforce the salience of these groups? How does the loyalty and- reward framework capitalize on social anxieties about status and group identification? A qualitative analysis was used to analyze the spaces, status groups, and social structures that were featured on the five webpages selected from Delta Air Lines’ corporate website. The results of this study not only contribute to our understanding of the travel experience for ‘preferred’ airline passengers, but also reveal the discursive strategies by which these passengers are stylized and positioned as elites.

Highlights

  • This major research paper (MRP) explores the discourses of elite airline travel by applying principles of travel discourse, linguistics, and social identity theory to a case study of Delta Air Lines’ online marketing for its premium Delta Sky Club lounge

  • The following research questions guided this study: How does Delta Air Lines’ language use in the online marketing of their frequent-flyer and business-class services contribute to the creation of a Club motif? How does the Club motif help to differentiate the elite traveler from other ticketholders? How does it reinforce the salience of these groups? How does the loyaltyand-reward framework capitalize on social anxieties about status and group identification? A qualitative analysis was used to analyze the spaces, status groups, and social structures that were featured on the five webpages selected from Delta Air Lines’ corporate website

  • The Club motif consists of labels, categorization processes, and spaces which together help to actualize the distinctions that are made between the different classifications of airline traveler

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Summary

Introduction

This major research paper (MRP) explores the discourses of elite airline travel by applying principles of travel discourse, linguistics, and social identity theory to a case study of Delta Air Lines’ online marketing for its premium Delta Sky Club lounge. I would like to acknowledge the enduring mentoring and support of my research supervisor, Dr Matthew Tiessen, who aided me throughout my graduate studies and served as my advisor for this paper. His substantive knowledge in the subject area and pointed wisdom in all else made the research process that much more rewarding, and the final work that much stronger. I would like to extend my gratitude to my second reader, Dr John Shiga, whose contributions to the process and product cannot be overstated: thank you for taking the time to apply your considerable talents in supporting the project and its author

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