The Effect of Airport Branding to Air Traffic and Passenger Movement: An Overview
Efstathios Kefallonitis () and
Konstantinos Kalligiannis ()
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Efstathios Kefallonitis: State University of New York at Oswego
Konstantinos Kalligiannis: Kazimieras Simonavičius University
A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 523-531 from Springer
Abstract Certain airports around the world have established rather prominent brands in the air transport industry. This is a result of careful planning that mirrors the synergy of home-airlines, in their willingness to use an airport as a hub, airport management as well as the support of national and local governments. Airport branding helps in creating: (a) a sense of place, and (b) unification of like-minded passengers based on their choice of airport or members of a like-minded group (imagined-communities; such as a social media group of aviation geeks). Airport brands often become synonymous of quality of service, choice of retail stores, access to premium passenger lounges, among other benefits that each airport may offer. This translates in passenger willingness to spend more time at select airports that offer these perks as a means of incentives to stay there longer. The more time passengers spend at an airport the higher the likelihood of: (a) an emotional affinity with an airport, (b) building a stronger association with an airport-brand, (c) increased revenue from airport services and stores. Airport branding may also incorporate certain cultural, artistic, architectural and customary characteristics of the local city. In such a way, the arrival and departure point of a city (in this case an airport) becomes an ambassador and enhances the passenger experience. Research findings suggest an increase in awareness of airport branding, and as a result the willingness of seasoned-travelers to fly through specific airports due to certain expectations and benefits. Exploring further and enhancing the relationship between airport management, airport-brands the home-airlines is crucial for the sustainable development of air travel. Strengthening this three way relationship could be beneficial for all involved parties. This would not only not create a unique airport brand but also help maintain the brand’s positioning in the air transport industry.
Keywords: Airport branding; City branding; Passenger experience; Imagined communities (search for similar items in EconPapers)
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