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https://hdl.handle.net/20.500.14279/34269| Title: | The Ever-Evolving Landscape of Marketing Research for Air Transport and Tourism |
| Other Titles: | Marketing Solutions to the Challenges of a VUCA Environment |
| Authors: | Leonidou, Erasmia |
| Editors: | Zarkada, Anna K. |
| Major Field of Science: | Social Sciences |
| Field Category: | Media and Communications |
| Keywords: | Marketing research;Green Tourism;Digital transformation;Air transport |
| Issue Date: | 2-Jul-2024 |
| Source: | Marketing Solutions to the Challenges of a VUCA Environment. GMA-GAMMA 2023. Springer Proceedings in Business and Economics. Springer. |
| Start page: | 17 |
| End page: | 26 |
| Abstract: | Covid-19 pandemic affected the everyday life of the entire world and disrupted the global economy. Consequently, industries like air travel and tourism faced unprecedented upheavals and now all stakeholders need to navigate through these transformative changes. Based on this, marketing research becomes an essential tool for adapting and successfully navigating in this volatile environment. The chapter deals with this evolving landscape of marketing research and air transport within the tourism industry. In particular, the focus of this chapter is Marketing’s role in empowering airlines and tourism stakeholders to align to the changing needs of their customers in the evolving digital landscape, which is becoming fertile ground for environmentally conscious travel practices and innovative green strategies. |
| URI: | https://hdl.handle.net/20.500.14279/34269 |
| ISBN: | 9783031584299 |
| DOI: | 10.1007/978-3-031-58429-9_2 |
| Rights: | © 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG |
| Type: | Book Chapter |
| Affiliation : | Cyprus University of Technology |
| Publication Type: | Peer Reviewed |
| Appears in Collections: | Κεφάλαια βιβλίων/Book chapters |
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