chapter  14
18 Pages

Airport marketing

ByNigel Halpern

Airport marketing only really emerged as a field of interest to researchers during the 1990s. Even up until the 1980s, the general view was that airports were natural monopolies, and therefore not in a position to influence target markets through marketing. This chapter provides an introduction, and considers the marketing of airports to businesses. The main focus is on aviation marketing to airlines and trade, and in particular the airport route development process. The chapter focuses on the marketing of airports to passengers, but also to other airport users. One of the greatest influences on airport marketing communications is the evolution of traveller connectivity. The chapter demonstrates that there is a growing body of research and debate on critical issues, especially relating to airport route development, marketing communications and branding.