 Passengers perceptions of airport branding strategies: The case of Tom Jobim International Airport – RIOgaleão, BrazilTathiana Figueiredo and Rafael Castro Journal of Air Transport Management, 2019, vol. 74, issue C, 13-19 Abstract: This study examines the passengers perceptions of Tom Jobim International Airport – RIOgaleão branding strategies and its impact to their experiences in light of the airport branding elements proposed by the literature. To achieve these aims it was conducted a semi-structured interview with the airport's branding manager and a questionnaire with the passengers (n = 92). The findings showed that the airport's new management company has been employing tourist branding strategies using a mix of elements, but it is possible that these actions have had the main objective of raising the airport to international service standards, whereby the operation of terminals by large companies is a trend. It was also concluded that some of the airport branding elements (i.e. logos and slogans) are well developed and represent a higher impact on passenger experience, while others (i.e. retail pricing strategies) require further attention and new approaches in order to improve passenger experience in the terminal. Keywords: Airports; Branding; Marketing; Tourism; Air transport; RIOgaleão (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:74:y:2019:i:c:p:13-19 DOI: 10.1016/j.jairtraman.2018.09.010 Access Statistics for this article Journal of Air Transport Management is currently edited by Anne Graham More articles in Journal of Air Transport Management from Elsevier |
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