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GENERAL FEATURES OF LOW COST AIR CARRIER (LCAC) SECTOR AND STRUCTURE OF MARKETING MIX IMPLEMENTED: A RESEARCH ON TURKISH LCAC FIRMS

Year 2010, Volume: 9 Issue: 33, 65 - 100, 01.07.2010

Abdullah Tanrısevdi Osman Çulha

Abstract

In the recent years, low cost air carrier (LCAC) has become a wide spread air segment expending its market share continually. Thus creating appropriate marketing mix in the intensive competition has become important issue for the air companies in this market environment. However, there is limited information about general features of Turkish LCAC industry and structure of market mix implemented. The study aiming to contribute to future research and to shed on light to practice by obtaining general features of Turkish LCAC industry and structure of market mix implemented is a descriptive study based on qualitative research method and designed according to multiple case designs. The data was obtained by using semi-structured interviews method implemented to managers of Turkish LCACs and described by using cross-case analysis. As result of this study, it is understood that the development of LCAC industry is in line with LCAC in the world and structure of marketing mix implemented consistent with the results of previous studies in general. Suggestions for future studies and practitioners were offered accordance with of the results.
Key words: Low cost air carrier, marketing mix, air transport, transportation.

Keywords

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References

  • Aaker, D., A. Kumar, V. Day ve S. George, (1998), Marketing Research, John Willey & Sons, Inc., Canada.
  • Alamdari, F. ve Fagan, S. (2005). Impact of the Adhaerence to the Original Low-Cost Model on the Profitability of Low-Cost Airlines. Transport Reviews, 25(3): 377-392.
  • Alves, C.F. ve Barbot, C. (2007). Short Communication: Do Low Cost Carriers Have Different Corporate Governance Models? Journal of Air Transport Management 13(2): 116–120.
  • Barbot, C. (2006). Low-Cost Airlines, Secondary Airports, and State Aid: An Economic Assessment of The Ryanair–Charleroi Airport Agreement. Journal of Air Transport Management 12(4): 197–203.
  • Barrett, S.D. (2004). How Do The Demands for Airport Services Differ Between Full-Service Carriers and Low-Cost Carriers? Journal of Air Transport Management 10(1): 33–39.
  • Bieger, T. ve Wittmer, A. (2006). Air Transport and Tourism-Perspectives and Challenges for Destinations, Airlines and Governments. Journal of Air Transport Management 12(1): 40-46.
  • Chang, Y.C., Hsu, C.J, Williams, G. ve Pan, M.L. (2008). Low Cost Carriers’ Destination Selection Using A Delphi Method. Tourism Management 29(5): 898-908.
  • Deloitte (2006). 2010’da Hava Taşımacılığı. Küresel Havacılık ve Taşıma Hizmetleri. http://www.deloitte.com/dtt/cda/doc/content/turkey(tr)_ant_AirTransportin2010_2407 06.pdf (02.11.2008).
  • Domanico, F. (2007). The European Airline Industry: Law and Economics of Low Cost Carriers. European Journal of Law and Economics, 23(3): 119-221.
  • Evangelho, F., Huse, C. ve Linhares, A. (2005). Market Entry of A Low Cost Airline And Impacts on The Brazilian Business Travelers. Journal of Air Transport Management 11(2): 99–105.
  • Fageda, X. ve Villadangos, L.F. (2008). Triggering Competition in The Spanish Airline Market: The Role Of Airport Capacity and Low-Cost Carriers.Journal of Air Transport Management, Yayın Aşamasında.
  • Fourie, C. ve Lubbe, B. (2006). Determinants of Selection of Full-Service Airlines And Low- Cost Carriers-A Note on Business Travellers In South Africa. Journal of Air Transport Management 12(2): 98–102.
  • Francis, G., Fidato, A. ve Humphreys, I. (2003). Airport–Airline Interaction: The Impact of Low-Cost Carriers on Two European Airports. Journal of Air Transport Management 9(4): 267–273.
  • Francis, G., Humphreys, I., Ison, S. ve Aicken, M. (2006). Where Next For Low Cost Airlines? A Spatial and Temporal Comparative Study. Journal of Transport Geography 14(2): 83–94.
  • Franke, M. (2004). Competition Between Network Carriers and low-Cost Carriers-Retreat Battle or Breakthrough to A New Level Of Efficiency? Journal of Air Transport Management 10 (1): 15–21.
  • Gegez, A., E. (2007). Pazarlama Araştırmaları, Beta Basım A.Ş: İstanbul.
  • Gillen, G. ve Morrison, W. (2003). Bundling, İntegration and The Delivered Price of Air Travel: Are Low Cost Carriers Full Service Competitors? Journal of Air Transport Management 9(): 15–23.
  • Gillen, D. ve Lall, A. (2004). Competitive Advantage of Low-Cost Carriers: Some Implications for Airports. Journal of Air Transport Management, 10(1): 41-50.
  • Graham, B. ve Shaw, J. (2008). Low-Cost Airlines in Europe: Reconciling Liberalization and Sustainability. Geoforum 39(3): 1439–1451.
  • Günay, N. (2008). Ürün Stratejileri. İçinde A. Yalçın ve G. Yolaç (Editörler), Küresel Pazarlama Yönetimi, ss. 355-404.
  • Gürdal, M. (1987). Turizm Ulaştırması. 1. Bası, Adım Yayıncılık: Ankara.
  • Huettinger, M. (2006). Air Baltic and SAS: A Case Study in the European Airline Industry. Baltic Journal of Management, 1(2): 227-244.
  • Hunter, L. (2006). Low Cost Airlines: Business Model and Employment Relations. European Management Journal 24(5): 315–321.
  • İçöz, O. (2001). Turizm İşletmelerinde Pazarlama: İlkeler ve Uygulamalar. Ankara: Turhan Kitabevi.
  • İçöz, O. (2005). Turizm Ekonomisi. 3. Bası, Turhan Kitabevi: Ankara.
  • Karasar, N. (2000). Bilimsel Araştırma Yöntemi, 10. Baskı, Nobel Yayın Dağıtım Ltd. Şti., Ankara.
  • Kılınç, İ., Öncü, M.A ve Taşgit, Y.E. (2009). Türkiye’deki Havayolu Yolcu Taşıma Şirketlerinin Rekabet Stratejilerini Etkileyen Faktörler. 17. Ulusal Yönetim ve Organizasyon Kongresi, 419-424, Eskişehir, 21-23 Mayıs.
  • Koç, E. (2007). Tüketici Yaklaşımı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Ankara: Seçkin Yayınevi.
  • Kotler, P., ve Armstrong, G. (1999). Principles of Marketing. New Jersey: Prentice-Hall.
  • Mason, K.J. (2001). Marketing Low-Cost Airline Services to Business Travellers. Journal of Air Transport Management 7(2) 103-109.
  • Mason, K.J. ve Alamdari, F. (2007). EU Network Carriers, Low Cost Carriers and Consumer Behaviour: A Delphi Study of Future Trends. Journal of Air Transport Management 13(5): 299–310.
  • Miles, M. B. ve Huberman, A. M. (1994). Qualitative Data Analysis (2nd ed.). Thousand Oaks, CA: Sage Publications.
  • Morrell, P. (2005). Airlines Within Airlines: An Analysis of Usnetwork Airline Responses to Low Cost Carriers. Journal of Air Transport Management 11(5): 303–312.
  • O’Connell, J.F. ve Williams, W. (2005). Passengers’ Perceptions of Low Cost Airlines and Full Service Carriers: A Case Study Involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management 11(4): 259–272.
  • Oliveira, A.V.M. (2008). An Empirical Model of Low-Cost Carrier Entry. Transportation Research Part A 42(4): 673–695.
  • Pantazis, N. ve Liefner, I. (2006). The Impact of Low-Cost Carriers on Catchment Areas of Established International Airports: The Case of Hanover Airport, Germany. Journal of Transport Geography, 14(4): 265–272.
  • Patton, M. Q. (1990). Qualitative Evaluation and Research Methods. Newbury Park, CA: Sage Publications.
  • Perreault, W.D., Cannon, J.P., McCarthy, E.J. (2009). Basic Marketing: A Marketing Strategy Planning Approach. McGraw-Hill: Boston.
  • Porter, M. E. (1980). Competitive Strategy, New York: The Free Press.
  • Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance, New York: The Free Press.
  • Resort (2006). Turizm ve Hava Yolu Ulaşımı. Aylık Turizm ve Seyahat Endüstrisi Dergisi, Sayı : 46, ss.43-45.
  • Resort (2006). Havacılıkta Rekabet Kızışıyor Ayak Uyduramayanlar Kaybedecek. Aylık Turizm ve Seyahat Endüstrisi Dergisi, Sayı : 49, ss.32-33.
  • Resort (2008). Zor Durumdaki Seyahat Acenteliği Mesleği Kendine Yeni ‘İşlev’ ve ‘Tanım’ Arayışında. Aylık Turizm ve Seyahat Endüstrisi Dergisi, Sayı:71.
  • Smith, D.W. ve Potter, A. (2005). An Exploratory Study into Airport Choice Factors For European Low-Cost Airlines. Journal of Air Transport Management 11(6): 388–392.
  • T.C. Ulaştırma Bakanlığı Sivil Havacılık Genel Müdürlüğü. “Havayolu İşletmeleri”. http://web.shgm.gov.tr/doc/hyi.xls (05.04.2009)
  • Von Dörnberg, A. (2007). The Global Phenomenon of “Low Cost” Carrier Growth. Trends and Issues in Global Tourism 2007, Springer Berlin Heidelberg. 100

DÜŞÜK FİYATLI HAVAYOLU TAŞIMACILIĞI (DFHT) SEKTÖRÜNÜN GENEL ÖZELLİKLERİ VE UYGULANAN PAZARLAMA KARMALARININ YAPISI: TÜRK DFHT FİRMALARI ÜZERİNDE BİR ARAŞTIRMA

Year 2010, Volume: 9 Issue: 33, 65 - 100, 01.07.2010

Abdullah Tanrısevdi Osman Çulha

Abstract

Düşük fiyatlı havayolu taşımacılığı (DFHT), son yıllarda giderek yaygınlaşmakta ve pazar payını sürekli artırmaktadır. Dolayısıyla rekabetin yoğunlaştığı bu pazar çevresinde uygun pazarlama karmalarının oluşturulması, bu hizmeti sunan firmalar açısından önem kazanmaktadır. Ancak Türk DFHT sektörünün genel özellikleri ve uygulanan pazarlama karmalarının yapısı hakkında çok sınırlı bilgi bulunmaktadır. Türk DFHT sektörünün genel özellikleri ve uygulanan pazarlama karmalarının yapısı ile ilgili ayrıntılı bilgiler elde ederek, gelecek araştırmalara katkıda bulunmanın ve uygulayıcılara ışık tutmanın temel amaç olarak belirlendiği bu araştırma; nitel yönteme dayalı, çok olgulu tarama modeline göre tasarlanan betimsel bir çalışmadır. Veriler, Türk DFHT firmalarının yöneticileri ile yarı yapılandırılmış görüşme yöntemi kullanılarak elde edilmiş ve üç aşamalı çapraz olgu analizi kullanılarak betimlenmiştir. Araştırma sonucunda; Türkiye'de DFHT sektörü gelişiminin, dünyadaki DFHT sektörü ile paralel olduğu, uygulanan pazarlama karmalarının yapısının da önceki araştırmaların sonuçlarıyla genel olarak örtüştüğü anlaşılmıştır. Araştırmadan elde edilen sonuçlar çerçevesinde gelecek araştırmalar ve uygulayıcılar için öneriler geliştirilmiştir.
Anahtar kelimeler: Düşük fiyatlı havayolu taşımacılığı, pazarlama karması, havayolu ulaşımı, ulaşım.

Keywords

Düşük fiyatlı havayolu taşımacılığı pazarlama karması havayolu ulaşımı

References

  • Aaker, D., A. Kumar, V. Day ve S. George, (1998), Marketing Research, John Willey & Sons, Inc., Canada.
  • Alamdari, F. ve Fagan, S. (2005). Impact of the Adhaerence to the Original Low-Cost Model on the Profitability of Low-Cost Airlines. Transport Reviews, 25(3): 377-392.
  • Alves, C.F. ve Barbot, C. (2007). Short Communication: Do Low Cost Carriers Have Different Corporate Governance Models? Journal of Air Transport Management 13(2): 116–120.
  • Barbot, C. (2006). Low-Cost Airlines, Secondary Airports, and State Aid: An Economic Assessment of The Ryanair–Charleroi Airport Agreement. Journal of Air Transport Management 12(4): 197–203.
  • Barrett, S.D. (2004). How Do The Demands for Airport Services Differ Between Full-Service Carriers and Low-Cost Carriers? Journal of Air Transport Management 10(1): 33–39.
  • Bieger, T. ve Wittmer, A. (2006). Air Transport and Tourism-Perspectives and Challenges for Destinations, Airlines and Governments. Journal of Air Transport Management 12(1): 40-46.
  • Chang, Y.C., Hsu, C.J, Williams, G. ve Pan, M.L. (2008). Low Cost Carriers’ Destination Selection Using A Delphi Method. Tourism Management 29(5): 898-908.
  • Deloitte (2006). 2010’da Hava Taşımacılığı. Küresel Havacılık ve Taşıma Hizmetleri. http://www.deloitte.com/dtt/cda/doc/content/turkey(tr)_ant_AirTransportin2010_2407 06.pdf (02.11.2008).
  • Domanico, F. (2007). The European Airline Industry: Law and Economics of Low Cost Carriers. European Journal of Law and Economics, 23(3): 119-221.
  • Evangelho, F., Huse, C. ve Linhares, A. (2005). Market Entry of A Low Cost Airline And Impacts on The Brazilian Business Travelers. Journal of Air Transport Management 11(2): 99–105.
  • Fageda, X. ve Villadangos, L.F. (2008). Triggering Competition in The Spanish Airline Market: The Role Of Airport Capacity and Low-Cost Carriers.Journal of Air Transport Management, Yayın Aşamasında.
  • Fourie, C. ve Lubbe, B. (2006). Determinants of Selection of Full-Service Airlines And Low- Cost Carriers-A Note on Business Travellers In South Africa. Journal of Air Transport Management 12(2): 98–102.
  • Francis, G., Fidato, A. ve Humphreys, I. (2003). Airport–Airline Interaction: The Impact of Low-Cost Carriers on Two European Airports. Journal of Air Transport Management 9(4): 267–273.
  • Francis, G., Humphreys, I., Ison, S. ve Aicken, M. (2006). Where Next For Low Cost Airlines? A Spatial and Temporal Comparative Study. Journal of Transport Geography 14(2): 83–94.
  • Franke, M. (2004). Competition Between Network Carriers and low-Cost Carriers-Retreat Battle or Breakthrough to A New Level Of Efficiency? Journal of Air Transport Management 10 (1): 15–21.
  • Gegez, A., E. (2007). Pazarlama Araştırmaları, Beta Basım A.Ş: İstanbul.
  • Gillen, G. ve Morrison, W. (2003). Bundling, İntegration and The Delivered Price of Air Travel: Are Low Cost Carriers Full Service Competitors? Journal of Air Transport Management 9(): 15–23.
  • Gillen, D. ve Lall, A. (2004). Competitive Advantage of Low-Cost Carriers: Some Implications for Airports. Journal of Air Transport Management, 10(1): 41-50.
  • Graham, B. ve Shaw, J. (2008). Low-Cost Airlines in Europe: Reconciling Liberalization and Sustainability. Geoforum 39(3): 1439–1451.
  • Günay, N. (2008). Ürün Stratejileri. İçinde A. Yalçın ve G. Yolaç (Editörler), Küresel Pazarlama Yönetimi, ss. 355-404.
  • Gürdal, M. (1987). Turizm Ulaştırması. 1. Bası, Adım Yayıncılık: Ankara.
  • Huettinger, M. (2006). Air Baltic and SAS: A Case Study in the European Airline Industry. Baltic Journal of Management, 1(2): 227-244.
  • Hunter, L. (2006). Low Cost Airlines: Business Model and Employment Relations. European Management Journal 24(5): 315–321.
  • İçöz, O. (2001). Turizm İşletmelerinde Pazarlama: İlkeler ve Uygulamalar. Ankara: Turhan Kitabevi.
  • İçöz, O. (2005). Turizm Ekonomisi. 3. Bası, Turhan Kitabevi: Ankara.
  • Karasar, N. (2000). Bilimsel Araştırma Yöntemi, 10. Baskı, Nobel Yayın Dağıtım Ltd. Şti., Ankara.
  • Kılınç, İ., Öncü, M.A ve Taşgit, Y.E. (2009). Türkiye’deki Havayolu Yolcu Taşıma Şirketlerinin Rekabet Stratejilerini Etkileyen Faktörler. 17. Ulusal Yönetim ve Organizasyon Kongresi, 419-424, Eskişehir, 21-23 Mayıs.
  • Koç, E. (2007). Tüketici Yaklaşımı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Ankara: Seçkin Yayınevi.
  • Kotler, P., ve Armstrong, G. (1999). Principles of Marketing. New Jersey: Prentice-Hall.
  • Mason, K.J. (2001). Marketing Low-Cost Airline Services to Business Travellers. Journal of Air Transport Management 7(2) 103-109.
  • Mason, K.J. ve Alamdari, F. (2007). EU Network Carriers, Low Cost Carriers and Consumer Behaviour: A Delphi Study of Future Trends. Journal of Air Transport Management 13(5): 299–310.
  • Miles, M. B. ve Huberman, A. M. (1994). Qualitative Data Analysis (2nd ed.). Thousand Oaks, CA: Sage Publications.
  • Morrell, P. (2005). Airlines Within Airlines: An Analysis of Usnetwork Airline Responses to Low Cost Carriers. Journal of Air Transport Management 11(5): 303–312.
  • O’Connell, J.F. ve Williams, W. (2005). Passengers’ Perceptions of Low Cost Airlines and Full Service Carriers: A Case Study Involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management 11(4): 259–272.
  • Oliveira, A.V.M. (2008). An Empirical Model of Low-Cost Carrier Entry. Transportation Research Part A 42(4): 673–695.
  • Pantazis, N. ve Liefner, I. (2006). The Impact of Low-Cost Carriers on Catchment Areas of Established International Airports: The Case of Hanover Airport, Germany. Journal of Transport Geography, 14(4): 265–272.
  • Patton, M. Q. (1990). Qualitative Evaluation and Research Methods. Newbury Park, CA: Sage Publications.
  • Perreault, W.D., Cannon, J.P., McCarthy, E.J. (2009). Basic Marketing: A Marketing Strategy Planning Approach. McGraw-Hill: Boston.
  • Porter, M. E. (1980). Competitive Strategy, New York: The Free Press.
  • Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance, New York: The Free Press.
  • Resort (2006). Turizm ve Hava Yolu Ulaşımı. Aylık Turizm ve Seyahat Endüstrisi Dergisi, Sayı : 46, ss.43-45.
  • Resort (2006). Havacılıkta Rekabet Kızışıyor Ayak Uyduramayanlar Kaybedecek. Aylık Turizm ve Seyahat Endüstrisi Dergisi, Sayı : 49, ss.32-33.
  • Resort (2008). Zor Durumdaki Seyahat Acenteliği Mesleği Kendine Yeni ‘İşlev’ ve ‘Tanım’ Arayışında. Aylık Turizm ve Seyahat Endüstrisi Dergisi, Sayı:71.
  • Smith, D.W. ve Potter, A. (2005). An Exploratory Study into Airport Choice Factors For European Low-Cost Airlines. Journal of Air Transport Management 11(6): 388–392.
  • T.C. Ulaştırma Bakanlığı Sivil Havacılık Genel Müdürlüğü. “Havayolu İşletmeleri”. http://web.shgm.gov.tr/doc/hyi.xls (05.04.2009)
  • Von Dörnberg, A. (2007). The Global Phenomenon of “Low Cost” Carrier Growth. Trends and Issues in Global Tourism 2007, Springer Berlin Heidelberg. 100
There are 46 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Abdullah Tanrısevdi This is me

Osman Çulha

Publication Date July 1, 2010
Submission Date September 10, 2014
Published in Issue Year 2010 Volume: 9 Issue: 33

Cite

APA Tanrısevdi, A., & Çulha, O. (2010). DÜŞÜK FİYATLI HAVAYOLU TAŞIMACILIĞI (DFHT) SEKTÖRÜNÜN GENEL ÖZELLİKLERİ VE UYGULANAN PAZARLAMA KARMALARININ YAPISI: TÜRK DFHT FİRMALARI ÜZERİNDE BİR ARAŞTIRMA. Elektronik Sosyal Bilimler Dergisi, 9(33), 65-100.

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