Thesis on Airways

Bachelor Thesis

International University of Applied Sciences Bad Honnef Bonn Aviation Management

Qatar Airways in Vienna: The Necessity of an Integrated Marketing Approach for Convention Travellers at a City of Political Importance for Airlines and the Arab World

Ferdinand Geisselhofer Student ID: 9087687 Trauneggsiedlung 30 4609 Thalheim bei Wels / AUT

Supervisor: Professor Dr. Vogel Date of Submission: January 5, 2012

Qatar Airways in Vienna Dedication

ii

This thesis is dedicated to my family and friends at Qatar Airways.

Qatar Airways in Vienna Acknowledgement

iii

Herewith I would like to thank the supervisor of this thesis, Professor Vogel for his consistent support and guidance during, but especially before the writing phase of this paper.

Moreover, I am grateful for the courtesy of all colleagues at the Qatar Airways town office in London, hereby especially to Ms. Moore and Ms Kavanagh for the collaboration during the internship and their valued assistance to make this thesis possible.

I am much obliged as well to Mr.Cusmano (Former Commercial Manager Austria & Offline Eastern Europe at Qatar Airways), to Mr. Edlinger at the Society for Austro-Arab Relations (Secretary General), and to Mr. DI Khouja at the Austro-Arab Chamber of Commerce (Secretary General) for their insights and time to conduct the respective interviews.

Thank you all for your endeavour!

Qatar Airways in Vienna Abstract

iv

For around 40 years the Republic of Austria has hold positive relationships to the Arab World and earned the predicate of being an adquate place for conflict mediation. This factum attracted many International Organizations to open branches in Vienna. Qatar Airways, the national carrier of Qatar, is serving Vienna since 2004 to offer transfer connections via its hub in Doha. At the example of Vienna, the market segment of convention travellers of International Organizations is categorized and explained. Beside some

References: 47 Al-Baker, A., (2010, December) Albatros Database, (2011) Airport Market Shares in Austria, Retrieved October 31, 2011 from www.airport-information.com/data2/ Anna.Aero (2010, November 24) Austrian Aviation.net. (August, 2011). Vier Lounges für den Skylink. Retrieved November 22, 2011, from http://austrianaviation.net/news-regional/newsdetail/datum/2011/08/07/vier-lounges-fuer-den-skylink.html Austro-Arab Chamber of Commerce Baker, T., Becker, B. de Jongh, S., Reich, D. Riedl, S. (2006) Marketing & International Business (2nd ed).Vienna: Manz Schulbuchverlag GmbH. Qatar Airways in Vienna Bieger, T. (2005). Management von Destinationen (6th ed.). Munich: Oldenbourg Wissenschaftsverlag GmbH. Boston Consulting Group (2004, April). Airports – Dawn of a New Era, Preparing one of the industry’s biggest shake-ups. Munich: The Boston Consulting Group GmbH. Boston Consulting Group. (2011, September). Middle Eastern Megacarriers – Gaining Altitude. Retrieved December 1, 2011, from http://www.bcg.com/ documents/file85452.pdf Bundeskanzleramt Österreich Database (2011) Cusmano, J. (2011, August 16). Expert Interview (F. Geisselhofer, interviewer) Davidson, R., Cope, B Doganis, R. (2002). Flying Off Course (3th ed.). Cornwall: Hoper Collins Academic MPG Books. Edlinger, F. (2011, September 30). Expert Interview (F. Geisselhofer, interviewer) Qatar Airways in Vienna Ernst & Young Gartell, R. B. (1994). Destination Marketing – For Conventions and Visitor Bureaus (2nd ed.). Vendall: Hunt Publishing Company. Georgi, D. (2005). Handbuch Kundenbindungsmanagement (5th ed.). In M. Bruhn, C. Homburg (Eds.), Instrumente des Kundenbindungsmangements (pp. 242-244). Wiesbaden: Gabler Verlag. Graham, A. (2001). Managing Airports – An International Perspective. Oxford: ButterworthHeinemann. Gulf-Times. (2011). Emir, Sheikha Moza visit Vienna hospital. Retrieved August 16, 2011, from http://www.gulf-times.com/site/topics/article.asp?cu_no=2&item_no=407489 &version=1&template_id=36&parent_id=16 Hermann, R Hoffman, K. D., Bateson, J. E.G. (2006). Services Marketing – Concepts, Strategies, & Cases (3rd ed.). Mason: Thomson Higher Education. Homburg, C., Siebert, F.G. (2005). Handbuch Kundenbindungsmanagement (5th ed.). In M. Bruhn, C. Homburg (Eds.). Modellierung einer lebenszyklusorientierten Kundenberatung (pp. 450-452). Wiesbaden: Gabler Verlag. Homburg, C., Siebert, F.G. (2005). Handbuch Kundenbindungsmanagement (5th ed.). In M. Bruhn, C. Homburg (Eds.), Kundeninformationen als Schlüsselfaktor eines erfolgreichen CRM (pp. 438-439). Wiesbaden: Gabler Verlag. International Congress and Convention Association. (July, 2011). Statistics Report 2001-2010, International Association Meetings Market. Amsterdam: International Congress and Convention Association Head Office. Johnston, R., Clark G. (2008). Services Operations Management – Improving Service Delivery (3rd ed.). Essex: Pearson Education Limited. Khouja, M. (2011, December 2). Expert Interview (F. Geisselhofer, interviewer) Leibold, K Magistrate of Vienna. (n.d.). Positionspapier Wien 2016 – Internationale Aktivitäten der Stadt Wien. Retrieved August 10, 2011, from http://www.wien.gv.at/politik/international/ strategie/pdf/positionspapier.pdf Maurer, P Qatar Airways Ltd. (2011a). Qatar Airways Fact Sheet. Retrieved December 10, 2011, from http://www.qatarairways.com/iwov-resources/temp-docs/presskit/Qatar%20Airways%20Fact%20Sheet.pdf Qatar Airways Ltd Qatar Airways Ltd. (2011c). Qatar Airways Presentation 2011. Doha: Qatar Airways Corporate Communication. Qatar Airways in Vienna Qatar Tourism Authority. (2011). United Nations World Tourism Organization Commends Tourism Boom in Qatar and the Gulf. Retrieved December 10, 2011, from http:// www.qatartourism.gov.qa/press/index/1/178 52