Analysis of the Impact of Mobile Marketing on Passenger Experience and Satisfaction at the Airport

Abstract

The availability of new airport applications help passengers manage their time at the airport in an efficient way, inasmuch as these applications provide real-time information. The results of this study confirm the fact that the multifunctionality of the mobile marketing tool favours the effectiveness of the processes carried out by passengers at the airport. The main objectives of this research are focused on analyzing the basic concepts about mobile marketing and mobile applications, and assessing the impact of this tool in the levels of user satisfaction and improvement of the image/perception of the airport thanks to the app. This study will help to achieve a better understanding of the interaction between the airport and passengers through the use of smartphones. 

The World Airport Awards as a Quality Distinctive and Marketing Tool for Airports

“…It is recommended that airport operators can maintain the quality of services carried out in a comprehensive manner in providing the information needed by passengers at the airport. The tendency of airport website and apps is to transform users into prosumers, and these prosumers can develop their own products, services or even plan their journey inside of airport [145].…”

Ready for digital transformation? The effect of organisational readiness, innovation, airport size and ownership on digital change at airports

“…For instance, Brida et al (2016) show how airport information systems affect passenger perceptions of service quality at airport functional areas, while Eschen et al (2018) examine use cases for augmented and virtual reality in airport inspection and maintenance processes. Several studies investigate the impact of self-service technologies at airports ( Bogicevic et al, 2017 ; Castillo-Manzano and López-Valpuesta, 2013 ; Gures et al, 2018 ; Lee et al, 2014 ; Wittmer, 2011 ), while the use of airport digital channels such as websites, social media and mobile applications is extensively covered ( Florido-Benítez, 2016 ; Florido-Benítez et al, 2016 ; Halpern, 2012 ; Halpern and Regmi, 2013 ; Inversini, 2017 ; Martin-Domingo and Martín, 2016 ; Straker and Wrigley, 2018 ; Wattanacharoensil and Schuckert, 2015 ).…”

El beneficio de la gestión de relación entre las empresas y turistas a través de las aplicaciones móviles como herramienta de marketing y elemento diferenciador de los destinos turísticos

“…Por último, Sanz, Martí & Ruiz (2012) presenta a la aplicación móvil como una herramienta de gestión, donde el usuario tiene la posibilidad de desarrollar determinadas tareas como (búsqueda, información, localización, etc.). Expuestas las bondades de este software para los dispositivos móviles, nos inclinamos en este trabajo de investigación a redefinir el concepto de app según Florido-Benítez, del Alcázar & González (2014) un software que se utiliza en un dispositivo móvil como herramienta de comunicación, gestión, venta de productos-servicios orientados a proporcionar al usuario las necesidades que demande de forma automática e interactiva. Según CODETUR (2013) las comunidades autónomas son el tipo de destinos más activos en el campo de las aplicaciones móviles, seguidas de las ciudades y provincias en España.…”