Airport Marketing Strategy

Abstract

This chapter focuses on strategy, marketing strategy and airport marketing strategy concepts from an aviation and marketing point of view. Furthermore, in this chapter, we introduced a new and innovative airport marketing strategy concept and how this can influence tourism, financials, business, consumers' behaviour, sustainability and aviation activities. This chapter also analyses how operators implement new airport strategies to improve their operability, sustainability, governance and customer satisfaction. When selling an innovative product or service, the airport operator needs to examine the underlying factors that drive passengers' purchasing decisions. Airport marketing strategies are changing in the aviation and tourism sectors due to the pandemic crisis and Ukraine's war, and operators subsequently need to consider these new factors when they develop new marketing plans and goals.

Citation

Florido-Benítez, L. (2024), "Airport Marketing Strategy", Airport Marketing Strategies, Emerald Publishing Limited, Leeds, pp. 67-86. https://doi.org/10.1108/978-1-83608-082-420241005