An empirical study of airport branding at selected Canadian international airports
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AbstractAs the airport industry becomes more sophisticated and competitive, airport managers are including airport branding elements into their development pl ans to help create a distinctive, memorable and positive airport experience from the moment a passenger steps into the terminal until the moment they leave it. These branding elements include: 1) the choice of food and beverage facilities; 2) retail shopping; 3) pricing policies; 4) artwork; 5) the architectural design; 6) the choice of services and amenities; 7) airport service staff; and 8) the airport logo and slogan. Passengers at three Canadian airports were surveyed to find out how important each of these eight airport branding elements were in creating an airport experience that was positive, distinctive and memorable. The questionnaire results showed that certain branding elements, such as the service staff and architectural design, were rated very highly. Branding elements such as the logo/slogan scored consistently low across airports.
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