THE POWER OF AIRPORT BRANDING IN SHAPING TOURIST DESTINATION IMAGE: PASSENGER COMMITMENT PERSPECTIVE

Abstract

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.

Keywords

• airport branding
• commitment theory
• affective commitment
• continuance commitment
• normative commitment
• passenger behavior