OPTIMIZING DIGITAL MARKETING FOR AVIATION SELECTION: A SYSTEMATIC REVIEW OF EMERGING TRENDS

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OPTIMIZING DIGITAL MARKETING FOR AVIATION SELECTION: A SYSTEMATIC REVIEW OF EMERGING TRENDS

Abstract: The aviation industry has increasingly turned to digital marketing to stay competitive and meet evolving
customer expectations. This study conducts a Systematic Literature Review (SLR) to analyze emerging trends and
best practices in digital marketing within the aviation sector. Utilizing articles from the Scopus database published
between 2016 and 2023, the review identifies top key strategies online review such as social media marketing,
website, various social media, Online Travel Agent (OTA), social network, travel review website. The findings
highlight the effectiveness of these tools in enhancing customer engagement, satisfaction, and loyalty while
addressing challenges such as high competition and data privacy concerns. This study underscores the need for a
comprehensive understanding of digital marketing optimization to improve customer choice of airlines.
Keywords: Aviation Selection, Customer Engagement, Digital Marketing, Emerging Trends, Systematic Literature
Review

Statement of Responsibility

Author(s)

Juliater Simarmata - Personal Name
Astri Rumondang Banjarnahor - Personal Name
Andre Yosafat - Personal Name
ENDANG HARININGSIH - Personal Name
GRATIA ATANKA BARUS - Personal Name

Edition

Call Number

ISBN/ISSN

2656 – 9124

Subject(s)

Classification

NONE

Series Title

GMD

electronic file

Language

Publisher

Jurnal Bisnis Dan Akuntansi

Publishing Year

2024

Publishing Place

Collation

Specific Detail Info

JURNAL BISNIS DAN AKUNTANSI P-ISSN: 1410 – 9875 Vol. 26, No. 1, June 2024, Page 197-218 E-ISSN: 2656 – 9124 Accreditation of Sinta 2 SK No. 72/E/KPT/2024 http://jurnaltsm.id/index.php/JBA

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