A ‘balanced approach’ to airport marketing: The impact of low-cost airlines on tourism in Salzburg

Richard Schano

Journal of Airport Management, 2008, vol. 3, issue 1, 54-61

Abstract: This paper reviews the marketing strategy adopted by Salzburg Airport and the impact of low-cost airlines on both tourism in the region and the airport itself.The author describes the airport's current performance before going on to identify a number of strengths and threats to its core strategy of moderate growth, enhanced productivity and expansion of existing revenue potentials.Threats include the impact of high kerosene prices on low-cost carriers; the environment and the introduction of new taxes in originating countries; and the possible effects of climate change on the region.The paper concludes that a balanced marketing approach including both low-cost carriers and network carriers to provide connectivity via Europe's hubs will be the key to continued success for both the airport and the regions it serves.

Keywords: Salzburg Airport; airport marketing; low-cost carriers; network carriers; tourism (search for similar items in EconPapers)
JEL-codes: M1 M10 R4 R40 (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jam000:y:2008:v:3:i:1:p:54-61

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