The Role of In-flight Magazines in Corporate Public Relations in the Aviation Sector.

CABER M., Öztürk S.

e-Review of Tourism Research, vol.17, no.6, pp.921-933, 2020 (Scopus)

  • Publication Type: Article / Article
  • Volume: 17 Issue: 6
  • Publication Date: 2020
  • Journal Name: e-Review of Tourism Research
  • Journal Indexes: Scopus, Hospitality & Tourism Complete, Hospitality & Tourism Index
  • Page Numbers: pp.921-933
  • Akdeniz University Affiliated: Yes

Abstract

This study aims to investigate the use of in-flight magazines in the context of corporate public relations (PR) in the aviation sector since it is under-researched in the tourism and travel literature. A literature review on corporate PR strategies in the aviation sector shows that the strategies can be grouped under corporate image-generating and customer loyalty-generating themes. These themes were used in this study to identify the focus and strategy of the companies in PR in the case of four Turkish airline companies. In-flight magazines of the companies, published in 2018, were explored using content-coding analysis. Comparisons were conducted highlighting the differences among companies in their use of the PR themes. Implications were discussed both from the theoretical and managerial perspectives.