Understanding the Value of Social Media at Airports for Customer Engagement

The rapid growth of mobile technology in the past decade has facilitated the increasing use of social media throughout the world. Mobile technology has changed the way people communicate and share information on a daily basis. Social media provides an opportunity for two-way communications in real time—an invaluable tool for airport operators who provide time-sensitive service to large numbers of people. This report presents information from literature and interviews that social media plat- forms are valuable tools that customers expect airports and businesses to be using. Social media programs provide airport operators with the framework to engage directly with cus- tomers in real time and enhance the passenger experience by providing services that meet their needs. At the same time, social media platforms provide airport operators with an opportunity to enhance a brand identity that is defined by an overall marketing program and linked to the business strategy of their airports. By creating a social media program that uses the appropriate customer engagement strategies, airport operators can use social media to enhance passengers’ travel experience, facilitate the management of their airports, and identify opportunities for revenue enhancement. The report will be of special interest to airport external communicators, including those in administration, marketing, customer service, media relations, and public affairs interested in understanding the value and use of social media at successful airports.

Language

  • English

Media Info

  • Media Type: Print
  • Features: Appendices; Bibliography; Figures; Glossary; Photos; Tables;
  • Pagination: 164p
  • Serial:
  • Publication flags:

    Open Access (libre)

Subject/Index Terms

Filing Info

  • Accession Number: 01530314
  • Record Type: Publication
  • ISBN: 9780309271424
  • Report/Paper Numbers: Project A11-03, Topic S01-08
  • Files: TRIS, TRB, ATRI
  • Created Date: Jul 10 2014 9:47AM