Airport Marketing Research Articles

The Effect of Service Encounters at Airports on Visitors' Behavior within the Scope of Social and Environmental Sustainability

The aviation industry, and more specifically airport management and airport marketing, has continuously evolved and progressed from the past to the present. Contrary to what happened in the past, the importance of airport marketing, which has been kept in the background until today, has started to be better understood by managers every day. The fact that resources are scarce and needs are unlimited has made concepts such as sustainability and green marketing become the focal point. For this purpose, a hybrid scale was developed by utilizing scales that were used in different studies at different times, consisting of factors that are closely related to social, environmental sustainability and green marketing concepts such as green image, green trust, green customer satisfaction and green word-of-mouth communication. Within the scope of the research, the data collected from the participants with the questionnaire method were analyzed and interpreted with the relevant factors. A 5-point Likert-type scale was used in the questionnaire. The surveys were conducted face-to-face. As a result of the analyses performed with this hybrid model, it was determined that the model fit values remained within the required values. Since different levels of factor loadings were obtained as a result of the analyzes, the explanation of the relationships between the factors was realized at different levels. A Structural Equation Model was created in the light of the data collected within the scope of the study. The results obtained through this model contribute to the examination and interpretation of the effects of service encounters at airports on the behavior of passengers or visitors within the scope of social and environmental sustainability. At the same time, by focusing on which factors should be at the forefront of airport management and airport green marketing activities, it is very important to eliminate the deficiencies, to reveal the aspects that need to be developed, to question the validity of the rules that apply in basic marketing activities in this application and to determine whether the mentioned factors are valid in practice.

Pemasaran Bandara: Sistematik Literatur Review Kajian Biblio-metrik berdasarkan Database Google Scholar dan Crossref Tahun 2019-2022

<span lang="EN-US">Airport marketing activities cannot be considered separately from other airport management activities. Every airport operates in a market environment that plays a key role in influencing airport marketing strategy and planning decisions. This provides opportunities and challenges for airport managers and will continue to change along with the dynamics of the industry. Therefore, it is important for various parties interested in the airport marketing concept to fully develop marketing research skills and techniques to acquire reliable, thorough knowledge and understanding of the airport's unique marketing environment. The multifactorial dependence of airport marketing concepts makes it possible to form new ways to increase the level of this indicators. Endogenous and exogenous factors, in turn, create functional links between different discipline in air-port marketing environment. This paper presents a bibliometric analysis of the concept of "Airport Marketing" using numerous software tools to identify links between factors of airport marketing, its source, and antecedents. The methods used in the study include initial keyword search, data analysis and refinement, and clustering. Har-zing's Publish or Perish tool is used for initial investigation, BibExcel, VOSviewer, and MS Excel - for data analy-sis and refinement. The article uses data from databases of scientific publications: Google Scholar, and Cross Refferences. Searching and comparing information taken from several sources allows for a comprehensive analy-sis of the literature and understanding of the principles of bibliometric maps of publications. In the framework of this study, the authors formed and analyzed cluster groups of concepts, the principles of their grouping, devel-oped scientific approaches to clustering key terms in several databases. The relevance of this study lies in its im-pact on the process of forming conceptual clusters. With the help of the proposed scientific approaches, it is pos-sible to explain the dependencies in the cluster distribution of individual definitions, their relationship with each other, the degree of belonging to a particular factor of airport marketing.</span>

Passenger’s Satisfaction Towards the U-Tapao (Rayong-Pattaya) International Airport Marketing Mix

The objective of this research is to study the satisfaction of the passengers concerning the U-Tapao (Rayong-Pattaya) International Airport marketing mix. Data collected from questionnaires with 400 random searched persons. Analyzed by using statistics, percentage, mean, standard deviation and inferential statistical analysis which are Independent sample T – Test and One - Way ANOVA, with statistic significant at 0.05 It is found from the research that most of the questionnaire respondents are females at the age of 21-30 years old, single, Bachelor’s degree with an income of ฿10,001 – 20,000 per month, mostly are students or passengers, using the services at U-Tapao Rayong-Pattaya International Airport. The overall level of satisfaction on the mix marketing is at a high level (¯x=3.60; S.D = 0.65), in the aspect of Personnel, the satisfaction level is at (¯x=3.81; S.D= 0.72), in the aspect of Place (¯x=3.76; S.D = 0.79), Product is at (¯x=3.73; S.D = 0.77), Pricing is at (¯x=3.72; S.D = 0.73), Physical Evidence (¯x=3.69; S.D = 0.83), Promotion (¯x=3.68; S.D = 0.78), and Process (¯x=2.83; S.D = 0.56) accordingly. Upon testing the hypothesis, it is found that the passengers using the services at U-Tapao Rayong-Pattaya International Airport of demographic characteristics, including gender, age, monthly income and career, having statistically significant of satisfaction at 0.05.

Why passengers’ geo-demographic characteristics matter to airport marketing

ABSTRACTPassengers’ preference and origin location data (home postcodes) can be extremely useful for marketing purposes, with the potential for more effective customer segmentation and targeting, yet traditional airport market research has often neglected these aspects. This paper utilises passenger survey data from the Gold Coast Airport in the state of Queensland, Australia, to perform a geo-demographic classification analysis in conjunction with census data. With geo-coded passenger preference data, the trip characteristics and airport decision preferences were cross-compared with demographic data with socio-economic variables. The results revealed distinctive contrasts in passenger origin location for short-haul domestic trips and long-haul international trips, in which passengers from afar are willing to travel longer distances to reach a second-tier airport to make use of cheaper airfares. One of the implications of this study is that low-cost carriers’ businesses (the airlines or the airports) should better target their customers by offering geographically targeted marketing.

AIRPORT MARKETING ATTRIBUTES AND PASSENGERS’ WORD OF MOUTH COMMUNICATION

Purpose: The study examined the effect of airport marketing attributes on word of mouth communication at the Sam Mbakwe Airport, Owerri, Imo State, Nigeria. Design/Methodology: The descriptive survey research had a dataset of 150 domestic passengers found at the Sam Mbakwe Airport, Owerri during the study period in November, 2019. A well structured questionnaire containing 14 items in addition to 4 demographic items was used to elicit data from the respondents. With the help of SPSS, the data gathered was utilised to validate the model developed for the study empirically through statistical tests. Findings: The inferential statistical analysis revealed that airport terminal facilities and airport security and safety had significant effect on passengers’ word of mouth communication. Originality: The recognition of airport terminal facilities and airport security and safety as marketing attributes having effect on passengers’ behavioural intentions constitute a novel contribution in the context of Nigerian tourism industry. Practical Implications: The provision of airport facilities, safety and security measures which are part of the total tourism product could overwhelm governmental budgetary allocations. The appropriate level of government could seek and establish Public-Private Partnership (PPP) arrangement with suitable local and international venture partners with a view to building and maintaining competitive airport infrastructure and security apparatus with the aim of enhancing air passengers’ satisfaction which is capable of promoting passengers’ word of mouth communication.

Passenger movements development and structure at Murtala Muhammed International Airport, Lagos

Murtala Muhammed International Airport (MMIA) is a primary international airport in Nigeria in terms of passenger movements and availability of facilities and services. As a result of this, the study seeks to assess passenger movements in MMIA for the last ten years and the passenger composition today. Due to the research objectives, the study employs both quantitative and qualitative techniques for data acquisition and analysis. The quantitative aspect of this work deals with the quantitative techniques that are used in collecting the data and the follow up statistics for the analysis. The study relies heavily on both primary and secondary sources of data. The research employs an accidental sampling technique since the target population was in transit at the airport. The analysis of the data reveals that the number of passengers increased by 90.2 % between 2000 and 2008, and dropped by 2.7 % between 2008 and 2009; 87.6 % of the passengers had attained tertiary education; 34.2 % traveled for educational purpose; 50 % of the airlines operated African countries. The study will help the airport marketing to identify target groups, and it will also help policy makers not only in Nigeria but all over the sub-continent to think about long-term strategies towards establishing a viable international airport.

Airport branding: Content analysis of vision statements

Following the commercialization and privatization of many airports in recent decades, airport management companies have placed greater emphasis on airport marketing and branding. One way of understanding the branding efforts of any organization is to analyze the content and themes of their vision and mission statements. In particular, vision statements provide a statement of the future intentions of companies with respect to their plans to engage with their main stakeholders. This paper aims to contribute to the literature on airport branding by analyzing the content of 91 vision statements of airports from around the world. The analytical framework involves deductive measurement and a content analysis regarding keywords identified in a literature review, in addition to tourism-related elements in airport vision statements. Although there is an intrinsic relationship between airports and tourism development, the academic literature has not thoroughly addressed stakeholder engagement among airports and tourism organizations. For the data analysis in this study, airports were segmented with respect to geographic location, passenger movement, and airport governance models.

Marketing innovation: Sources, capabilities and consequences at airports in Europe's peripheral areas

This paper investigates sources, capabilities and consequences of marketing innovation at airports in Europe's peripheral areas. A questionnaire-based survey was administered to airport managers. Ten sources of airport marketing innovation are identified. Innovation is significantly higher at airports that are administered as an independent entity compared to airports that are administered as part of a regional or national airport system. Large airports have a significantly higher level of innovation compared to small airports. Innovation has a significant positive effect on airport marketing performance, irrespective of the strategic focus of the airport.

Airport Niche Marketing

Airport marketing is a relatively new strategy employed by airports to try to attract business. A number of different strategies are employed by airports in an attempt to lure airlines to serve their airport. This paper concentrates on the particular strategy taken by Sanford, Florida in attracting international service and the resulting growth this particular strategy afforded the airport and the community it serves. By examining enplanement numbers between 1995-2001 and comparing the growth at Sanford International Airport with that of nearby Orlando International Airport allows for analysis of the marketing strategy. Four shared markets in the United Kingdom are analyzed to discover market-by-market effects of this strategy. What is found is that the airport specialized niche is attracting international charter carriers, especially those from the British Isles.

Freighter operators' choice of airport: a three‐stage process

With increasing levels of congestion at the major cargo hubs and further restrictions on noise and night‐time flying, freighter operators' airport choice is a complex and important issue. The aim is to identify the factors that affect the airport choice of freighter operators through a review of the published literature. The literature reviewed includes work relating to passenger hub location, airport quality and airline network configuration, and other works relating to airport choice to paint a full picture of the current research in this area. The literature shows that freighter operators initially choose a shortlist of possible airports based on geography and then investigate any restrictions in place, such as capacity caps or noise limits that might block operations from that airport. Only when these hurdles have been cleared do freighter operators consider attributes of airport quality such as charges and terminal facilities, as well as other influences such as freight forwarder presence and airport marketing. Of particular prominence is the impact of legislation on airport choice.