The Nature of Airport Brand Associations

Article

Henderson, Isaac Levi, Tsui, Kan Wai Hong, Ngo, Thanh, Gilbey, Andrew and Avis, Mark. 2024. "The Nature of Airport Brand Associations ." Tourism and Hospitality. 5 (3), pp. 592-624. https://doi.org/10.3390/tourhosp5030036
Article Title

The Nature of Airport Brand Associations

ERA Journal ID214355
Article CategoryArticle
AuthorsHenderson, Isaac Levi, Tsui, Kan Wai Hong, Ngo, Thanh, Gilbey, Andrew and Avis, Mark
EditorsGarrod, B.
Journal TitleTourism and Hospitality
Journal Citation5 (3), pp. 592-624
Number of Pages33
Year2024
PublisherMDPI AG
Place of PublicationSwitzerland
ISSN2673-5768
Digital Object Identifier (DOI)https://doi.org/10.3390/tourhosp5030036
Web Address (URL)https://www.mdpi.com/2673-5768/5/3/36
Abstract

This study examines the nature of brand associations that air travellers form with airports and which associations are important when choosing between airports. Using semi-structured qualitative interviews, this study collected information about 240 participants’ most recent trips using air travel, encompassing 642 airport visits and 88 airports worldwide. The associations that participants made with the airports they travelled through were collected, as well as the sorts of associations that are important for choosing between airports and why those associations are important. The data were analysed using thematic analysis, revealing 13 themes each for airport brand associations and important associations for choosing between airports and 14 themes for reasons why those associations were important. Single-sample t-tests reveal that each of these themes has a different effect size in terms of its effect on airport brand association formation and its effect on attitudinal brand choice. This study contributes to the air transport and tourism literature by providing a detailed account of which associations air travellers form with airports and which are used for choosing between airports by contextualising these findings by viewing airports as compound brands. Managerial implications are also provided along with avenues for future research.

Keywordsairport management; travel experience; travel behaviour; airport choice; brand associations; brand choice
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020380202. Econometric and statistical methods
Byline AffiliationsMassey University, New Zealand
School of Business
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