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.
2015.
Regional Airports, Communications Strategies, Marketing Communications, Hierarchy of Effects, Content Analysis, Internet, Borlänge, Örebro