Small airports are often under pressure to explain their contribution to the community or justify their very existence. Yet these same airports are under pressure to keep expenses down. These conflicting demands require efficient and effective marketing practices and do not allow for the “trial-and-error” method when resources are scarce. Airports currently use a variety of marketing practices to retain and build business, strengthen relationships with their target audiences, and develop air service. There is a need to educate airport decision-makers as to the factors that influence the airport marketing effort and to identify, assess, and share the most successful practices with the rest of the airport industry.
The objective of this research is to develop a guidebook for small airport marketing, external communications, and public information. The guidebook should describe effective airport marketing practices, provide guidance in their use, and assist airports in developing an airport marketing strategy.