Zusammenfassung
Today's airlines are competing for an increased share of the lucrative
business travel market by means of product enhancement, innovation
and concentration on a consumer-orientated approach. This article
suggests, however, that the airline industry is failing to effectively
cater for businesswomen -- the fastest growing segment of the business
travel market. Based on telephone interviews, in-depth interviews
and focus groups, it argues that although the number of women business
travellers has increased dramatically in the 1990s, their needs are
not being adequately met by an airline industry which regards the
airline experience as a gender-neutral product. Arguing that gender-neutral
marketing is framed by the dominant male perspective, the paper's
substantive contribution to the tourism gender literature is its
exploration of the perceived needs of UK male and female business
airline travellers; in particular, it discusses women's concerns
over the inadequacy of levels of comfort and safety and of sexist
staff attitudes. The article concludes that despite some isolated
moves to appeal to the female business market, the airline industry
as a whole needs to address its currently male-oriented service attitudes
and facility provision if it is to more effectively cater for businesswomen.
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