Diversification of Airport Marketing Strategies

Abstract

The study and analysis of airport marketing strategies and the diversification of its activities through strategic alliances are essential for airports, and these should be a priority to plan and develop marketing plans in these times of uncertain economic and pandemic, because the future of the aviation and tourism industries lies in stressing the value of unity between the two sectors. This chapter shows real examples of airport marketing strategies around the world to help airport and airline operators, marketers and destination marketing organisations (DMOs) improve their marketing strategies in a competitive and environmentally sustainable market, as is the case with aviation and tourism activities. Opportunities to develop mutually beneficial relationships in cities between DMOs and airports are plentiful but often largely untapped by both parties due to miscommunication and the common interests of business operators. The marketing strategy of diversification is critical to reviving in times of economic downturn.

Citation

Florido-Benítez, L. (2024), "Diversification of Airport Marketing Strategies", Airport Marketing Strategies, Emerald Publishing Limited, Leeds, pp. 87-108. https://doi.org/10.1108/978-1-83608-082-420241006