A ‘balanced approach’ to airport marketing: The impact of low-cost airlines on tourism in Salzburg

Abstract

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 the 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 carriers 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.