Croatia Airlines digital marketing channels analysis

Zračni promet najmlađa je prometna grana koja putnicima omogućava savladavanje velike udaljenosti u što kraćem vremenskom periodu. Danas se razlikuju tradicionalni i niskotarifni zračni prijevoznici, svaki sa svojim određenim prednostima. Croatia Airlines jedini je hrvatski nacionalni zrakoplovni prijevoznik. Komunikacija zrakoplovnih prijevoznika sa putnicima odvija se putem marketinških kanala koji su u ovom radu definirani i detaljno pojašnjeni. Početkom 2020. godine u svijetu nastaje krize uzrokovana COVID-19 virusom koji se u vrlo kratkom vremenu proširio u pandemiju. Kriza je zahvatila i zrakoplovnu industriju pa su se tako i zrakoplovni prijevoznici našli u nepovoljnim situacijama zbog brojnih otkazanih letova. Cilj ovog rada bio je kvalitativnom i kvantitativnom analizom prikazati kakav sadržaj Croatia Airlines komunicira svojim putnicima putem digitalnih marketinških kanala te koliko učestalo to radi. Analiza je obuhvaćala period od početka 2019. do kraja 2021. godine kako bi se usporedila razlika u komunikaciji prije i za vrijeme COVID-19 krize. Istraživanje je pokazalo kako je u prvoj godini krize došlo do pada godišnjeg broja objava, odnosno do smanjenja učestalosti komunikacije koja se u nastavnoj godini pandemije postepeno počela povećavati Air traffic is the youngest transport branch that allows passengers to cover long distances in the shortest possible time. Today, there are traditional and low-cost airlines, each with its own specific advantages. Croatia Airlines is the only Croatian national airline. Airlines' communication with passengers takes places through marketing channels, which are defined and explained in detail in this paper. At the beginning of 2020, a crisis arose in the world caused by the COVID-19 virus, which in a very short time spread to a pandemic. The crisis also affected aviation industry so airlines found themselves in unfavorable situations due to numerous canceled flights. The aim of this paper was to show, through qualitative and quantitative analysis, what kind of content Croatia Airlines communicates to its passengers through digital marketing channels and how often it does so. The analysis covered the period from the beginning of 2019 to the end of 2021 in order to compare the difference in communication before and during the COVID-19 crisis. The research showed that in the first year of the crisis, there was a drop in the annual number of posts, that is, a decrease in the frequency of communication, which gradually began to increase in the next year of the pandemic.