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| Author: | Halpern, N. Pagliari, R. |
| Title: | Direct, moderating and mediating effects of market orientation on the performance of airports in Europe's peripheral areas |
| Journal: | Journal of Travel & Tourism Marketing
2008 : VOL. 24:1, p. 47-61 |
| Index terms: | markets market orientation airlines airports peripheral regions Europe |
| Language: | eng |
| Abstract: | This study examines the relationship btw. market orientation (hereafter as: MO) and the performance (here as: perf.) of airports (as: a-pts.) in Europe's peripheral areas (hereafter as: p-areas). Due to the airline industry's deregulation, market forces rather than public service considerations increasingly determine routes serving a-pts. in the p-areas of Europe. The new market supports market-driven management practices to satisfy airline customers, implying that a more market-orientated approach adopted by a-pts. will help them perform better than their competitors. Based on a questionnaire-based survey using emailing to managers at 214 airports out of which usable responses were received from 84 airports, it is found that MO has a significant and positive effect on perf., moderated by high levels of market turbulence and a focus on developing leisure services. Furthermore, it is also demonstrated that the relationship btw. MO and perf. is mediated by innovative marketing practices. |
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