A 'Balanced Approach' to Airport Marketing: The Impact of Low-cost Airlines on Tourism in Salzburg

This paper reviews the marketing strategy adopted by Salzburg Airport and the impact of low-cost airlines on both tourism in the region and the airport itself. The author describes the airport's current performance before going on to identify a number of strengths and threats to its core strategy of moderate growth, enhanced productivity, and expansion of existing revenue potentials. Threats include the impact of high kerosene prices on low-cost carriers; the environment and introduction of new taxes in originating countries; and the possible effects of climate change on the region. The paper concludes that a balanced marketing approach including both low-cost and network carriers to provide connectivity via Europe's hubs will be the key to continued success for both the airport and the regions it serves.


  • English

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  • Accession Number: 01140501
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Sep 21 2009 5:01PM