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The Influence Of Marketing Communication Approaches On Student Pilots’ Choices Of Flight Schools, Jingmin Jin Ph.D.

Journal of Aviation/Aerospace Education & Research

As the U.S. domestic commercial aviation activities have been recovering and will continue to recover from the COVID-19 pandemic over the next few years, a trend of the shortage in the regional airline pilot workforce is noted. Therefore, it is crucial to increase the reservoir of pilot candidates to sustain the industry’s pilot occupation rigor. To assist advance flight schools’ recruitment of new pilot candidates, this study examined how various marketing communication approaches influenced student pilots’ selections of flight schools. This study also further investigated how student pilots’ preferences in accessing school information differed in accordance with their different demographic …