Marketing Activity and Its Relationship With Airports

Abstract

This chapter describes the importance of marketing activities at airports. The link between marketing and airports has been reinforced by new technologies and digital marketing tools. This technological combination has had a high penetration in the user's smartphones and airport activities, particularly in non-aeronautical revenue. Moreover, this chapter introduces a new conceptualisation of airport marketing, a definition more updated and aligned with airports' business needs in the time of a pandemic crisis. The rest of the chapter shows the mobile marketing tool and its interaction with passengers, as well as how this helps airport operators design new products and services, and increase commercial revenue through digital channels.

Citation

Florido-Benítez, L. (2024), "Marketing Activity and Its Relationship With Airports", Airport Marketing Strategies, Emerald Publishing Limited, Leeds, pp. 11-35. https://doi.org/10.1108/978-1-83608-082-420241002