Assessing the Turkish airline industry through the lens of experience economy: A content analysis of airline experience

Abstract

This study aims to give readers insights into the airline experience expressly provided by the Turkish airline industry. This study employs content analysis, a qualitative research technique, to systematically evaluate textual data related to the concept of airline experience as presented on the official websites of the Turkish airline industry. The study aims to provide a detailed account of the experiences offered to customers by airline companies operating in Türkiye. The list of currently operating airline companies was obtained from the website of the General Directorate of Civil Aviation, the governing aviation authority in Türkiye. As three of the fourteen companies on this list specialize exclusively in freight, the remaining eleven companies were selected as the basis for this study. The study identifies several implications for the Turkish airline industry. Firstly, airlines should adopt a more comprehensive approach to the customer journey, integrating services across all stages of travel. Secondly, investments in digital transformation and personalization will be essential to meet future passenger expectations. Finally, airlines must recognize the strategic value of post-flight engagement and safety measures, leveraging these elements to build long-term customers.