The Role of Strategic Agility in Enhancing Digital Marketing Campaigns for Airlines

Document Type : Original Article

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

Abstract

The study aims to measure the role of strategic agility in enhancing the marketing campaigns of airlines, by applying it to a sample of airline employees. The data was collected using a survey form, and the data was analyzed and the study hypothesis was tested using the statistical analysis programs Warp Pls and SPSS.22. One of the most important results of the study is the positive role of strategic agility in enhancing the digital marketing campaigns of airlines. The results showed the importance of strategic agility in supporting marketing campaigns by enhancing the ability to adapt to rapid market changes and improving resource allocation. The results also showed the importance of marketing campaigns, as digital tools and modern technology provide an opportunity to customize offers, enhance customer satisfaction, and increase their loyalty.
The study recommends that airlines focus their efforts on enhancing strategic agility practices, such as adopting a flexible organizational structure, stimulating innovation, and developing employee capabilities. The study results also reinforce the call to integrate strategic agility as an essential part of digital marketing strategies to ensure improved overall performance and achieve the organization's goals efficiently and effectively.

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