The Influence of Intrusive Marketing on Marketing Flexibility in the Airline Industry: An Employee Perspective

Document Type : Original Article

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Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

In the competitive airline industry, intrusive marketing strategies such as behavioral tracking, targeted promotions, and stealth marketing are increasingly used to enhance marketing flexibility. While these tactics allow airlines to adapt quickly to market changes, they also raise ethical concerns and consumer resistance. This study examines the relationship between intrusive marketing and marketing flexibility using an online questionnaire targeting airline employees.  The results indicate a statistically significant positive relationship, suggesting that intrusive marketing enhances flexibility. However, its impact depends on consumer trust, ethical considerations, and regulatory constraints. Findings highlight the dual nature of intrusive marketing—it improves responsiveness but may undermine brand credibility if overused. Managers should balance personalization with transparency to maintain engagement without alienating consumers.

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