Marketing Communication of Airports as a Factor Determining the Choice of Airport by Polish and Foreign Passengers

Spyra Zbigniew () and Witczak Olgierd ()
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Spyra Zbigniew: University of Economics in Katowice, Poland Faculty of Information Technology and Communication Department of Market and Marketing Research, Katowice, Poland
Witczak Olgierd: University of Economics in Katowice, Poland Faculty of Information Technology and Communication Department of Relations and Organization Management, Katowice, Poland

Marketing of Scientific and Research Organizations, 2017, vol. 23, issue 1, 97-126

Abstract: In the modern economy, an important aspect of the functioning of an organization is the effectiveness of the communications actions. They fulfil a key role in the process of creating the desired image of an organization, which influences the purchasing decisions of consumers, including the selection of airport by passengers. Factors determining the positive and negative opinions about airports should be an area of searching to reveal an airport unique values (benefits) that will highlight the offer of an airport in increasingly competitive transportation market. Article presents the factors influencing opinions and choice of an airport by Polish and foreign passengers that have been identified as a result of direct surveys carried out in November-December 2015 via direct interview (PAPI) on a sample of 929 respondents.

Keywords: airport; communication; image; PAPI (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:23:y:2017:i:1:p:97-126:n:6

DOI: 10.14611/minib.23.03.2017.12

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