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  • Airport branding: content analysis of vision statements

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    96130_1.pdf (1.443Mb)
    Author(s)
    Castro, R
    Lohmann, G
    Griffith University Author(s)
    Lohmann, Gui M.
    Year published
    2014
    Metadata
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    Abstract
    Following the commercialization and privatization of many airports in recent decades, airport management companies have placed greater emphasis on airport marketing and branding. One way of understanding the branding efforts of any organization is to analyze the content and themes of their vision and mission statements. In particular, vision statements provide a statement of the future intentions of companies with respect to their plans to engage with their main stakeholders. This paper aims to contribute to the literature on airport branding by analyzing the content of 91 vision statements of airports from around the world. ...
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    Following the commercialization and privatization of many airports in recent decades, airport management companies have placed greater emphasis on airport marketing and branding. One way of understanding the branding efforts of any organization is to analyze the content and themes of their vision and mission statements. In particular, vision statements provide a statement of the future intentions of companies with respect to their plans to engage with their main stakeholders. This paper aims to contribute to the literature on airport branding by analyzing the content of 91 vision statements of airports from around the world. The analytical framework involves deductive measurement and a content analysis regarding keywords identified in a literature review, in addition to tourism-related elements in airport vision statements. Although there is an intrinsic relationship between airports and tourism development, the academic literature has not thoroughly addressed stakeholder engagement among airports and tourism organizations. For the data analysis in this study, airports were segmented with respect to geographic location, passenger movement, and airport governance models.
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    Journal Title
    Research in Transportation Business and Management
    Volume
    10
    DOI
    https://doi.org/10.1016/j.rtbm.2014.01.001
    Copyright Statement
    © 2014 Elsevier B.V.. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Urban and regional planning
    Tourism marketing
    Transportation, logistics and supply chains
    Air transportation and freight services
    Publication URI
    http://hdl.handle.net/10072/61988
    Collection
    • Journal articles

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