A geographical information systems-based analysis of the profile and preferences of airline passengers traveling for vacation: Antalya case

New business models, rapidly-advancing technologies and changes in social life today are constantly pushing the global airline industry to develop and improve itself. For an airline company to achieve its marketing strategy objectives, it is extremely important to understand the demands and expectations of its customers. Figuring out such demands and expectations of customers requires precise knowledge of customers' demographic information and preferences. Demographic variables such as age, income, gender, nationality, education and differences in preference levels are closely tied to the demand for products and services. Such data are useful for marketers in gaining a better grasp of individual customer needs and developing specific marketing strategies for each market segment. In order for the airline companies to ensure sustainable success in their fierce competitive environment, they have to combine their existing marketing strategies with new technologies. Geographical Information Systems, being one of the methods to reduce time and cost and thus ensure effectiveness and productivity, can conduct customer analyses by using both locational and non-locational data, and provide map visualizations, which helps businesses interpret data very quickly and facilitate their marketing strategy development and decision-making. By using Geographical Information Systems, the present study aims to find out the profile and preferences of airline passengers that are traveling for vacation. Key words: Airline Business Models, Airline Passengers, Profile and Preferences, Geographical Information Systems, Thematic Maps