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A ‘balanced approach’ to airport marketing: The impact of low-cost airlines on tourism in Salzburg

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  • Schano, Richard

Abstract

This paper reviews the marketing strategy adopted by Salzburg Airport and the impact of low-cost airlines on both tourism in the region and the airport itself.The author describes the airport's current performance before going on to identify a number of strengths and threats to its core strategy of moderate growth, enhanced productivity and expansion of existing revenue potentials.Threats include the impact of high kerosene prices on low-cost carriers; the environment and the introduction of new taxes in originating countries; and the possible effects of climate change on the region.The paper concludes that a balanced marketing approach including both low-cost carriers and network carriers to provide connectivity via Europe's hubs will be the key to continued success for both the airport and the regions it serves.

Suggested Citation

  • Schano, Richard, 2008. "A ‘balanced approach’ to airport marketing: The impact of low-cost airlines on tourism in Salzburg," Journal of Airport Management, Henry Stewart Publications, vol. 3(1), pages 54-61, September.
    • Handle: RePEc:aza:jam000:y:2008:v:3:i:1:p:54-61
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    More about this item

    Keywords

    Salzburg Airport; airport marketing; low-cost carriers; network carriers; tourism;
    All these keywords.

    JEL classification:

    • R4 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics
    • R40 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics - - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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