<abstract xmlns="http://www.w3.org/1999/xhtml"><p> 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.</p></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.

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

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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...

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

Published Online: May 30, 2017

Page range: 97 - 126

DOI: https://doi.org/10.14611/minib.23.03.2017.12

Keywords
airport, communication, image, PAPI

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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

Published Online: May 30, 2017

Page range: 97 - 126

DOI: https://doi.org/10.14611/minib.23.03.2017.12

Keywordsairport, communication, image, PAPI

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
airport, communication, image, PAPI