Analysis of Mobile Marketing in Airports
Journal Title: The International Journal of Technological Exploration and Learning - Year 2016, Vol 5, Issue 1
Abstract
The availability of new airport applications help passengers manage their time at the airport in an efficient way, inasmuch as these applications provide real-time information. The results of this study confirm the fact that the multifunctionality of the mobile marketing tool favours the effectiveness of the processes carried out by passengers at the airport. The main objectives of this research are focused on analysing the basic concepts about mobile marketing and mobile applications, and assessing the impact of this tool in the levels of user satisfaction and improvement of the image of the airport thanks to the app. This study will help to achieve a better understanding of the interaction between the airport and passengers through the use of smartphones.
Authors and Affiliations
Lázaro Florido-Benítez| Marketing and Market Research Department Faculty of Tourism, University of Malaga (UMA) Málaga, Spain, Benjamín del Alcázar Martínez| Business Management Department Faculty of Economics, University of Malaga Málaga, Spain
Keywords
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