The Impact of PR as a Communication Tool of U.K. Budget Airlines

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

4.2.5 Airline Selection Factors

4.3 Summary of Findings

5. Conclusion & Research Implications

Research Objectives and Focus

The dissertation aims to investigate the current usage of Public Relations (PR) as a communication tool within the UK budget airline industry and assess how the student segment responds to these measures, with a specific focus on the decision-making process and communication channel effectiveness.

• Evaluating the influence of PR on consumer decision-making.
• Analyzing the perception of PR tools among students.
• Comparing booking behaviors and preference for online channels.
• Identifying key airline selection factors for students.

Excerpt from the Book

Summary of Chapters

1. Introduction: This chapter outlines the background of the UK air transport market, introduces key budget carriers Ryanair and EasyJet, and defines the research aims.

2. Literature Review: This section provides a theoretical framework covering Public Relations, Consumer Behaviour, and the specific dynamics of the Budget Airline industry.

3. Methodology: This chapter details the research design, including the deductive approach, the use of an online survey for data collection, and the analytical framework using SPSS.

4. Findings & Discussion: This section presents the empirical results of the survey, validates the research hypotheses, and discusses findings regarding price sensitivity and communication channel effectiveness.

5. Conclusion & Research Implications: This chapter synthesizes the main findings, offers practical implications for industry professionals, and suggests directions for future research.

Keywords

Public Relations, PR, Budget Airlines, Low Cost Carrier, LCC, Consumer Behaviour, Airline Marketing, Online Booking, Student Segment, Communication Tools, UK Air Transport, Price Sensitivity, Brand Reputation, Service Value, Digital Marketing.

Frequently Asked Questions

What is the primary focus of this dissertation?

The study investigates the role of Public Relations as a communication tool within the UK budget airline sector and specifically evaluates the responses and perceptions of the student demographic.

Which airlines are central to the study?

The research focuses on the two dominant low-cost carriers in the UK: Ryanair and EasyJet.

What is the core research question?

The research explores how PR measures are currently utilized by budget airlines and how these align with the decision-making processes and preferences of UK university students.

Which methodology does the author apply?

The author employs a quantitative research approach, utilizing a deductive method and an online survey as the primary data collection tool.

What does the main body cover?

The main body reviews existing literature on PR and consumer behavior, explains the research methodology, and analyzes survey results regarding price factors, booking tools, and communication perceptions.

Which keywords define this research?

Key terms include Public Relations, Budget Airlines, Consumer Behaviour, Low Cost Carriers, and digital communication strategies.

How important is price versus service for student travelers?

The study finds that price is the most crucial factor for decision-making among students, often outweighing considerations of service quality.

Are classic PR channels still effective for students?

No, the findings indicate a significant shift away from traditional channels like TV and direct mail toward the corporate website and online newsletters.

Does entertaining communication affect purchase intent?

Interestingly, the research concludes that entertainment-focused communication does not significantly influence the purchase decision for this segment.

How is loyalty managed in the budget airline sector?

The study suggests that price remains a dominant driver of loyalty, and while loyalty programs exist, they are primarily utilized by frequent flyers rather than the average student traveler.