Title: The effects of mobile applications as a marketing tool in airport infrastructure and airlines

Authors: Lázaro Florido-Benítez; Benjamín Del Alcázar Martínez

Addresses: University of Málaga, Av Francisco Trujillo Villanueva, s/n, 29071, Málaga, Spain ' University of Málaga, Av Francisco Trujillo Villanueva, s/n, 29071, Málaga, Spain

Abstract: Mobile applications are being increasingly used in smartphones and tablets to access news, games, entertainment, weather and other information. Large airports are taking advantage of the consolidation of mobile devices in the 21st century to create applications for branding and communication. These applications have led to the creation of a new marketing outlet, mobile marketing, that can be used as a business communication tool. In the last few years, this marketing model has consolidated itself into a product rather than a mere communication instrument due to its multi-functionality, which contributes added value to the content of the services offered. Mobile marketing also contributes to higher levels of satisfaction among airport clients. However, for mobile marketing infrastructure to achieve long-term success, it must provide benefits to airports and airlines through the mobile applications.

Keywords: mobile marketing; mobile apps; customer satisfaction; ancillary revenues; airport infrastructure; airlines; airports; mobile devices; mobile communications; mobile applications.

DOI: 10.1504/IJLTM.2015.072118

International Journal of Leisure and Tourism Marketing, 2015 Vol.4 No.3/4, pp.222 - 240

Received: 24 Jan 2015
Accepted: 07 Jun 2015

Published online: 30 Sep 2015 *

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