Introduction

Abstract

This chapter introduces the evolution of airports from the Airlines Deregulation Act of 1978 in the United States to the present day. Starting with a description of airports and their surroundings, the tourists' perceptions concerning airports, and how airports and airlines have become the cornerstones of the tourism and aviation industries, especially in the period of pandemic for later retrieval. During the 1980s and 1990s, airport operators worked under an established monopoly, and they did not consider marketing strategies to increase and maximise business revenue. Since then, airport operators have been constantly looking for new business models to increase aeronautical and commercial revenues. This chapter ends with a description of how digitalisation represents not only a world full of opportunities in the airport and marketing relationship but also a great challenge to operators and marketers in terms investment and innovation.

Citation

Florido-Benítez, L. (2024), "Introduction", Airport Marketing Strategies, Emerald Publishing Limited, Leeds, pp. 1-10. https://doi.org/10.1108/978-1-83608-082-420241001