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Assessing Consumer Reaction to Marketing Communications: A Study of Swedish Regional Airports
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This research set out to assess the marketing communication strategies and tools used to

reach consumers for the promotion of services by regional airports in Sweden. The focus

was on the consumer passenger segment of Swedish regional airports, particularly to

provide information on how potential consumers in regional airports react to the

communication tools. Using the mixed methods design, the homepages of 34 Swedish

regional airports were examined using website content analysis and two surveys

conducted at corresponding locations, Borlänge and Örebro to uncover how consumers

react to regional airport marketing communications. Results obtained from the web

analysis showed that the regional airport produce marketing communications messages

that reflect their operational objectives and use the intermediaries to reach out to

prospective customers. In the survey, reactions from customers indicate that the

marketing communications strategies and tools used by regional airports are either

strictly and/or very informative even with the commercial messages they find. Through

survey, the results show that commercial adverts, word-of-mouth and intermediaries play

a greater role in reaching out with information when compared with homepage use.

Conclusion was drawn that based on responses generated from the results, the

consumers are very satisfied with the information regional airports provide about their

services, offers and travel information through adverts and intermediaries.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Regional Airports, Communications Strategies, Marketing Communications, Hierarchy of Effects, Content Analysis, Internet, Borlänge, Örebro
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-17234OAI: oai:DiVA.org:du-17234DiVA: diva2:799342
Available from: 2015-03-30 Created: 2015-03-30

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf