Document Type

Thesis

Degree

Master of Science (MS)

Department

Hospitality Management

First Advisor's Name

Richard A. Huse

First Advisor's Committee Title

Co-Committee Chair

Second Advisor's Name

Elio Bellucci

Second Advisor's Committee Title

Co-Committee Chair

Keywords

Airlines, Marketing, Florida, Miami, Georgia, Atlanta

Date of Defense

5-1984

Abstract

The purpose of this study was to determine if the business traveler's behavior is influenced by brand loyalty. This brand loyalty, which became evident through the use of a survey, was then to be thoroughly evaluated. In order for this information to be best understood and utilized as the basis of future marketing strategies, much research was undertaken and its significance explained in relation to the airline industry as it exists at present.

The results and conclusions of this study indicate that the airline industry is, for the most part, taking a successful approach in attracting business travelers. These travelers' business is highly valued due to the frequency with which they pay full-fare rates. The airlines view business travelers as a potential for great profit and their actions are in line with these philosophies.

Identifier

FI14032329

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