dr Zbigniew Spyra, dr Olgierd Witczak
Abstract:
In the contemporary economy an important aspect of functioning of every organization is the efficiency of conducted communication activities. They play a key role in the process of creating the desired image of an organization, which influences the purchasing decisions of consumers, including the choice of airport by passengers. The factors determining positive and negative opinions of passengers about airports should be a plane for the search for unique values (benefits) for particular airports, which will allow to distinguish the offer of an airport on an ever more competitive transport market. The article presents factors which influence the formation of opinions and choice of airport by Polish and foreign passengers, which were identified as a result of direct research conducted from November to December 2015 by means of direct interview (PAPI) on a sample of 929 respondents.
Marketing communication of airports as a factor determining the choice of airport by polish and foreign passengers
Zbigniew Spyra, Ph.D., University of Economics in Katowice, Poland – doctor of economic sciences in the discipline of management sciences, an employee at the Department of Market and Marketing Research at the University of Economics in Katowice. Director of postgraduate studies “Management in culture, art and cultural tourism,” academic supervisor of Students’ Scientific Marketing Club “MERITUM”, an organizer of Scientific Conference for Students and PhD Students “New media and technologies in marketing communication”. His research interests focus on the problems related to marketing communication, marketing research as well as relationships in supply chains managed by retail businesses. Coordinator of The European Union in Katowice of research projects for economic practice in the field of standardization programs of customer service and branding. Author of “Kanały dystrybucji. Kształtowanie relacji” (Publisher CeDeWu) and co-editor of the book “Zarządzanie w kulturze, sztuce i turystyce kulturowej” (Publisher CeDeWu).
Anna Goliszek, PhD., University of Life Sciences in Lublin, Poland – a scientist at the University of Economics in Katowice. Assistant Professor in the Department of Business and Consumer Relationship Management. Specialist in the field of media and marketing communication. Contractor of projects for economic practice in the field of market research and marketing, brand creating and programs of customer service standardization. Trainer and coach of sales teams.