The main purpose of this dissertation is to investigate how Public Relations
are currently used as a communication tool within the UK budget airline industry, and how the student segment in the UK corresponds to these measures. To gain a holistic understanding of the topic, facts on the UK air transport market are introduced briefly, with a special regard to the two leading budget airlines, Ryanair and EasyJet. Furthermore, the importance of PR for the airline industry is addressed and the research aims defined.
To provide the theoretical background for the conducted research, chapter two focuses on scientific theory, highlighting the areas of Public Relations, Consumer Behaviour and Budget Airlines in particular. By choosing the deductive research approach, nine hypotheses could be developed to contribute to the overall aims and build a basis for the primary research. The latter is an online survey, using the convenient sampling method among the student body of Edinburgh Napier University. Results of the primary research are analysed using SPSS statistical software, conducting frequency distributions, descriptive statistics and chi-square tests.
With regards to the main findings it may be said that price is the most crucial decision factor and thus the strongest communication tool. In addition, there is a shift of recognized communication efforts, away from classic channels as TV or direct mail and towards the corporate homepage and E-Mails, which may be used in a low frequency as to not be perceived as disturbing. All in all, price seems to be more important than service, at least within the student segment. Beside that, the reputation of an airline seems to be important to the respondents, which underlines the need for proper communication efforts. In respect of the limitations and options for further research, there is room to repeat the study with a larger group of participants who are all born and raised in the UK to gain more detailed results. The use of E-Mail in terms of content and frequency might be the most interesting field for future research, as the Internet will be the communication tool of the future.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 1.1 The UK Air Transport Market
- 1.1.1 Ryanair
- 1.1.2 EasyJet
- 1.2 PR in the Airline Industry
- 1.3 Research Aims
- 2. Literature Review
- 2.1 Public Relations
- 2.2 Consumer Behaviour
- 2.3 Budget Airlines
- 3. Methodology
- 3.1 Research Approach and Hypotheses
- 3.2 Research Method
- 3.2.1 Data Collection and Tool Design
- 3.2.2 Tool Pilot Phase
- 3.3 Sample Structure
- 3.4 Analysis
- 3.5 Limitations
- 4. Findings & Discussion
- 4.1 Respondent Profile
- 4.2 Findings
- 4.2.1 PR and Decision Making
- 4.2.2 PR as a Communication Tool
- 4.2.3 PR Perception in the Student Segment
- 4.2.4 Marketing of Services
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to investigate the impact of public relations (PR) as a communication tool for UK budget airlines. The research explores how PR strategies influence consumer behavior and decision-making within the context of the budget airline market.
- The role of PR in shaping consumer perceptions of budget airlines.
- The effectiveness of different PR strategies employed by UK budget airlines.
- The impact of PR on consumer purchase decisions in the budget airline sector.
- Analysis of consumer behavior in response to PR initiatives.
- The relationship between PR and marketing in the context of budget airlines.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter sets the stage for the dissertation by providing an overview of the UK air transport market, focusing specifically on the prominent budget airlines Ryanair and EasyJet. It also introduces the crucial role of PR within the airline industry and clearly articulates the research aims of the study. The chapter lays a strong foundation by contextualizing the research within the competitive landscape of the UK budget airline sector and highlighting the importance of understanding the impact of PR in this specific market.
2. Literature Review: This chapter delves into the existing body of knowledge relevant to the dissertation's central theme. It provides a comprehensive overview of the theoretical underpinnings of public relations, exploring its various aspects and impact on consumers. The chapter also examines relevant literature on consumer behavior, particularly within the context of the airline industry and budget travel. The analysis further explores the characteristics of budget airlines, their target market, and the specific challenges and opportunities they face in utilizing PR effectively. This literature review serves as the essential theoretical framework for interpreting and analyzing the findings of the empirical research undertaken in the study.
3. Methodology: This chapter meticulously outlines the research approach, hypotheses, and methods employed in the study. It details the data collection process, including the design and pilot testing of the research instrument. A comprehensive description of the sample structure, which focuses on students as a segment, is given. The chapter also clearly explains the data analysis techniques used, alongside an acknowledgment of any limitations of the study. This thorough description ensures transparency and reproducibility of the research and allows for a critical evaluation of the study's strengths and weaknesses.
4. Findings & Discussion: This chapter presents and discusses the findings from the empirical research. The analysis begins with a profile of the respondents, providing key demographic information and contextualizing their responses. The findings are then organized to address the research questions regarding the relationship between PR, decision-making, communication, and marketing of services within the student segment. This chapter provides insights into how PR influences perceptions and behaviors among the target demographic, offering valuable contributions to the understanding of budget airline marketing strategies and PR effectiveness.
Schlüsselwörter (Keywords)
Public relations, budget airlines, UK air transport market, consumer behavior, Ryanair, EasyJet, marketing, communication, PR strategies, airline industry, student segment, decision-making, brand perception.
Frequently Asked Questions: Dissertation on Public Relations and UK Budget Airlines
What is the main topic of this dissertation?
This dissertation investigates the impact of public relations (PR) as a communication tool for UK budget airlines, specifically exploring how PR strategies influence consumer behavior and decision-making within that market.
Which airlines are the focus of the study?
The study primarily focuses on Ryanair and EasyJet, two prominent UK budget airlines.
What are the key research objectives?
The research aims to understand the role of PR in shaping consumer perceptions of budget airlines, the effectiveness of different PR strategies, the impact of PR on consumer purchase decisions, consumer behavior in response to PR initiatives, and the relationship between PR and marketing in this context.
What is the structure of the dissertation?
The dissertation is structured into four chapters: 1. Introduction (including an overview of the UK air transport market and research aims); 2. Literature Review (covering public relations, consumer behavior, and budget airlines); 3. Methodology (detailing the research approach, data collection, and analysis); and 4. Findings & Discussion (presenting and analyzing the research results).
What methodology was used in this research?
The dissertation outlines a specific research approach and hypotheses. It details the data collection process, including the design and pilot testing of a research instrument. The sample structure focuses on students. The chapter also explains the data analysis techniques used and acknowledges limitations.
What are the key findings of the dissertation?
The findings are presented and discussed in Chapter 4, focusing on a respondent profile and analyzing how PR influences perceptions and behaviors among the student segment, covering areas such as PR's role in decision-making, its use as a communication tool, its perception among students, and its relationship to marketing services.
What are the key themes explored in the dissertation?
Key themes include the role of PR in shaping consumer perceptions, effectiveness of different PR strategies, impact of PR on purchase decisions, analysis of consumer behavior, and the relationship between PR and marketing within the budget airline sector.
What are the keywords associated with this dissertation?
Keywords include public relations, budget airlines, UK air transport market, consumer behavior, Ryanair, EasyJet, marketing, communication, PR strategies, airline industry, student segment, decision-making, and brand perception.
Who is the target audience for this research?
While not explicitly stated, the research's focus on student responses as a significant segment suggests that academics, marketing professionals within the airline industry, and students of marketing and public relations would find the research relevant.
What are the limitations of this research?
The dissertation acknowledges limitations in its methodology chapter, although the specific limitations aren't detailed in the provided preview.
- Quote paper
- Matthias Schimmel (Author), 2011, The Impact of PR as a Communication Tool of U.K. Budget Airlines, Munich, GRIN Verlag, https://www.grin.com/document/232912
