1 research outputs found
THE POWER OF AIRPORT BRANDING IN SHAPING TOURIST DESTINATION IMAGE: PASSENGER COMMITMENT PERSPECTIVE
To providing an empirical investigation into how affective, continuance, and normative commitment could build airport
branding. A quantitative content analysis was conducted by analyzing 400 passengers' reviews of Cairo International Airport from
the following platforms (Skytrax, Tripadvisor, traveller, and flight report). Affective and continuance commitment are likely to build
a strong brand rather than normative commitment. Passengers’ negative experiences with airports make them feel less emotionally
attached, resulting in lower levels of affective and continuance commitments. Terminal problems can decrease affective and
continuance commitment among passengers. The study identified factors that affect all three types of commitments (affective,
continuance, and normative) at international airports, providing significant theoretical contributions and managerial implications