The impact of mobile marketing in airports
Rights accessOpen Access
Purpose: This paper seeks to analyze the effects of mobile marketing tool at airports and passengers. Design/methodology: This research approach consist of going through data files and bibliographical sources in search of information gathered by authors, institutions and organizations regarding our case study. Findings: Mobile marketing to increase passenger satisfaction and commercial income in the airports. Large airports are taking advantage of the consolidation of mobile devices in the 21st century to create applications for branding and communication. Originality/value: This paper is the first research that examines the impact of mobile marketing in airports. First, to evaluate the effects that mobile marketing is having over the levels of passenger satisfaction at airports. Second, to analyze the impact of mobile marketing on passengers behavior in the aerodrome; lastly, to study the effects of this tool on the perceived image of an airport.
CitationFlorido-Benítez, Lázaro. The impact of mobile marketing in airports. "Journal of Airline and Airport Management", Juny 2016, vol. 6, núm. 1, p. 1-18.