An Exploratory Study of In-Flight Safety Videos and Airline Marketing Strategy

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Author(s): Norita Ahmad (American University of Sharjah, UAE)and Nawal Al Ansaari (American University of Sharjah, UAE)
Copyright: 2021
Pages: 13
Source title: Encyclopedia of Organizational Knowledge, Administration, and Technology
Source Author(s)/Editor(s): Mehdi Khosrow-Pour D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-7998-3473-1.ch118

Keywords: Administration & Leadership / Business & Management / Business and Organizational Research / Business Science Reference

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Abstract

In-flight safety videos are used in the commercial aviation industry as a regulatory act set by the Federal Aviation Administration (FAA). As passenger safety is considered top priority for the government entity, it is essential that the in-flight safety briefings are presented in all commercial airlines to ensure that passengers on board are aware of safety procedures in case of an unfavorable emergency. However, passengers have reported these pre-safety briefings to be considered boring and repetitive, and are sometimes ignored. The purpose of this paper is to explore in-flight safety videos presented to passengers as a form of marketing, for numerous airlines ranging from premium to budget airlines. Given the exploratory nature of this study, secondary data will be collected using a literature search. In addition, content analysis of numerous in-flight videos from various commercial airlines will also be explored.

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An Exploratory Study of In-Flight Safety Videos and Airline Marketing Strategy

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