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Leveraging event portfolios for strategic business development: a case study of Singapore Changi Airport

Thanavutd Chutiphongdech (Research Unit for Sports Management & Physical Activity Policy (RU-SMPAP), Faculty of Sports Science, Sports Management Program, Chulalongkorn University, Bangkok, Thailand)
Jutamas Phengkona (Department of Tourism and Hospitality, Maejo University at Chumphon, Chumphon, Thailand)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 11 October 2024

Issue publication date: 12 November 2024

163

Abstract

Purpose

This research article examines event marketing in the airport business, specifically how an airport leverages event portfolios to develop its businesses by marketing itself as a destination, improving the user experience and generating revenue outside of aviation-related activities. Focusing on Singapore Changi Airport as a case study, the research underscores the airport’s business development in a competitive environment.

Design/methodology/approach

The study employs thematic data analysis to examine how Changi Airport leverages an event portfolio as a strategic business development tool. It conducts documentary research by gathering a diverse range of grey literature sources from the online public domain. These sources include documents related to airports, online news and media portals and user-generated content on social media platforms. The analysis is conducted in an inductive manner.

Findings

Singapore Changi Airport has recently leveraged events as a strategic marketing strategy for developing nonaeronautical business operations. As an attraction to appeal to tourists, the airport organised multiple types of events in its portfolio. Furthermore, the airport offers a wide range of event-related activities within its premises, including both sporting and cultural events. The purpose of these activities is to actively engage visitors and air travellers by offering a range of interactive experiences, including games and challenges. Such event-related activities reflect the airport’s transformation into a lifestyle platform.

Originality/value

Critics commonly highlight the lack of empirical research and the restricted relevance of the findings in event and festival research. This article consolidates the existing knowledge on airport management and event business to enhance the event marketing and event portfolio literature, specifically in the setting of airport business.

Keywords

Acknowledgements

This research was funded by Thailand Science research and Innovation Fund Chulalongkorn University under grant number SOC66390007. The authors would like to extend their appreciation to the anonymous reviewers for their attentive and invaluable feedback.

Citation

Chutiphongdech, T. and Phengkona, J. (2024), "Leveraging event portfolios for strategic business development: a case study of Singapore Changi Airport", International Journal of Event and Festival Management, Vol. 15 No. 4, pp. 493-517. https://doi.org/10.1108/IJEFM-03-2024-0033

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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