Publication: Los aeropuertos se han transformado en los embajadores de las estrategias de marketing de destinos españoles
Authors
Florido Benitez, Lázaro ; Del Alcázar Martínez, Benjamín
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
El marketing de destino aeroportuario, ha ganado impulso en
la investigación gracias al impacto de las nuevas tecnologías de la
comunicación dentro de las responsabilidades de los Organismos de
Marketing de Destinos (DMOs). Esta sinergia ha generado
importantes oportunidades y desafíos en las estrategias de
marketing, donde los aeropuertos se han posicionado como las
puertas del paraíso de los destinos turísticos físicos y digitales. Los
aeropuertos juegan un rol muy activo en la promoción y entrega de
productos y servicios turísticos, es decir, es el primer anfitrión del
destino. ¿Por qué? Primero, un aeropuerto es el embajador del
destino. Segundo, un aeropuerto exhibe las características positivas
de un destino. Tercero, los pasajeros comparan mentalmente su
experiencia real de un aeropuerto con el mensaje turístico del
destino y, finalmente, los aeropuertos son las Puertas del Paraíso,
donde los turistas disfrutan y satisfacen sus sueños en el destino
turístico deseado. Este estudio tiene como objetivo analizar el
aeropuerto como el mejor medio de transporte y acceso a los
destinos turísticos. Otro objetivo a evaluar es la imagen de marca
de un aeropuerto como identidad propia y bandera de los destinos
turísticos. Al mapear el marketing de los destinos de los
aeropuertos y proporcionar ejemplos reales, esta investigación contribuye a los fundamentos teóricos de los DMOs y sus
estrategias de marketing en el siglo XXI.
Airport destination marketing’ has gained momentum in research fostered by the impact of communication technologies on the delivery of DMOs responsibilities. It has produced significant opportunities and challenges in the marketing strategies, where airports have become the gates of paradise of physical and digital tourist destinations. Airports can play a more active role in the promotion and delivery of tourism products and services in their host cities. Why? First, an airport is an ambassador of a desti nation. Second, an airport exhibits the positive characteristics of a destination. Third, passengers mentally compare their actual experience at an airport with the destination's tourism message and fourth, airports are the Gates of Paradise where tourists enjoy and satisfy their dreams in the desired tourist destination. This study aims to clarify the airport as the best means of transport and access to the tourist destinations. This study also aims to evaluate the brand image of an airport as own identity and banner of the tourist destinations. By mapping out airport destination marketing and providing real examples, this research contributes to the theoretical foundations of DMOs and theirs marketing strategies in the 21st century.
Airport destination marketing’ has gained momentum in research fostered by the impact of communication technologies on the delivery of DMOs responsibilities. It has produced significant opportunities and challenges in the marketing strategies, where airports have become the gates of paradise of physical and digital tourist destinations. Airports can play a more active role in the promotion and delivery of tourism products and services in their host cities. Why? First, an airport is an ambassador of a desti nation. Second, an airport exhibits the positive characteristics of a destination. Third, passengers mentally compare their actual experience at an airport with the destination's tourism message and fourth, airports are the Gates of Paradise where tourists enjoy and satisfy their dreams in the desired tourist destination. This study aims to clarify the airport as the best means of transport and access to the tourist destinations. This study also aims to evaluate the brand image of an airport as own identity and banner of the tourist destinations. By mapping out airport destination marketing and providing real examples, this research contributes to the theoretical foundations of DMOs and theirs marketing strategies in the 21st century.
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Citation
Gran Tour: Revista de Investigaciones Turísticas, nº 21 (2020)
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