Marketing innovation: sources, capabilities and consequences at airports in Europe's peripheral areas

摘要

This paper investigates sources, capabilities and consequences of marketing innovation at airports in Europe's peripheral areas. A questionnaire-based survey was sent by email to the managers of 214 airports and data from 84 responses was analysed. Ten sources of airport marketing innovation are identified that have been used by airports to enhance their marketing performance in recent years. The extent to which an airport is innovative in its approach to marketing is significantly higher at airports that are administered as an independent entity compared to airports that are administered as part of a regional or national airport system. There is no significant difference between large and small airports. The extent to which an airport is innovative in its approach to marketing has a significant positive effect on marketing performance, irrespective of the strategic focus of the airport.