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A Passenger Service Agent is typically the title of people in this job. Responsibilities include ticket counter check-in, gate functions, ramp servicing including baggage loading, load planning, assisting passengers, and aircraft marshalling.
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Marshalling is important because many pilots have limited vision both of the aircraft and of ground obstacles from the cockpit. These marshallers help the aircraft get to where they need to be safely while on the ground.
How does the plane know where to go?
What do those hand signals mean?
Why are there people standing next to the plane while it's moving?!
Aircraft marshalling is visual signaling between ground personnel and pilots. Marshalling is one-on-one visual communication and a part of aircraft ground handling. It may be as an alternative to, or in addition to, radio communications between the aircraft and air traffic control.