Evaluation of chaos theory as a managerial approach in the context of airline management and marketing

The concept of chaos, which is used with the meanings of complexity, disorder, uncertainty in daily life, states that the future of dynamic systems cannot be predicted by scientific methods. The concept, which criticizes the prediction and forecast of the classical, deterministic scientific approach, emphasizes that open and dynamic systems can make sense through chaos theory. The theory states that future forecasts will not be consistent due to nonlinear interactions, uncertainties and complexities in dynamic systems. In this respect, the theory, which draws attention to the paradigm shift in basic sciences, emphasizes that this change affects the functioning and structural features of many disciplines. It is normal for the airline transportation industry, which has turned into a global market as of today's structure, to be affected by the paradigm shift in management and marketing activities. The airline transportation industry, which uses business and marketing management methods based on classical scientific approaches, needs to transform its managerial structure in accordance with the dynamics of the era. At this point, it is discussed within the scope of the study that chaos theory can offer an alternative perspective to airline managers and researchers. Keywords; Chaos Theory, Business and Marketing Management, Chaos Management, Airline Industry