Impacts of Web Marketing on the Business of Low cost Airline Carriers in the GCC Countries

In to reach the maturity level of their European or American counterparts , these airlines have had to adopt strategies that will give them to attain a considerable share of the market and some competitive advantage over the already established full service airlines (Mason 2001

The Internet has turned to be a very important contributor to business organisations who have adopted the use of web sites for general marketing and to enable consumers purchase the service or product online . Low cost airline carriers are amongst the business firms that have followed

this trend . This is still a very sensitive industry implying that the players have to be efficient in their operations so as to maximise on profitability due to the low cost nature of the business The evolution of electronic business which aims at cutting down the cost of operation while at the same time increasing efficiency in terms of speed and accuracy is very essential to low cost airline carriers (Doganis 2001 . Research shows that online /web marketing is one of the strategies used by low cost airline carriers in their business . This seeks to evaluate the impact of this marketing strategy to the business of these airlines . In so doing , this will establish whether web marketing is beneficial for this kind of business and its general efficiency in marketing . This is based on technological development and its adoption to be applied in almost all areas of business resulting to what is referred to as e-commerce . By assessing the impact of online marketing on low cost airline carriers , the will be able to identify how effective this strategy is in launching a new service or product into a market where one is not sure as it is in this case

2 . Literature Review

The term market is usually used to...