The importance of digital marketing in the strategic management of aviation

Abstract

Aviation plays an important role in the transportation sector, which expresses the process of transferring people from one place to another. In the aviation sector, which expresses the fact that people fly with the aircraft they have produced, the path or all the methods applied by the enterprises in order to reach their predetermined goals expresses the strategy here. Today, where the consumer carries out all their activities in the digital space, which is a virtual environment, digital marketing emerges as an area that businesses focus on within the framework of efficiency and sustainability. The main purpose of this research is to determine the importance of the digital marketing process in the realization of the targeted strategies of the airline companies operating in Istanbul. In this direction, digital marketing and strategic management scales were used in the study. Obtained data were analyzed with SPSS analysis system and evaluations were made as a result of Anova and t inverses. As a result of the research, it was revealed that there is a significant relationship between the digital marketing methods of the participants and the aviation strategic management of the enterprise. It has been revealed that there is no significant difference in terms of gender, age and educational status from environmental demographic variables.