| Abstract: | Abstract Airport marketing is a relatively new strategy employed by airports to try to attract business. A number of different strategies are employed by airports in an attempt to lure airlines to serve their airport. This paper concentrates on the particular strategy taken by Sanford, Florida in attracting international service and the resulting growth this particular strategy afforded the airport and the community it serves. By examining enplanement numbers between 1995-2001 and comparing the growth at Sanford International Airport with that of nearby Orlando International Airport allows for analysis of the marketing strategy. Four shared markets in the United Kingdom are analyzed to discover market-by-market effects of this strategy. What is found is that the airport specialized niche is attracting international charter carriers, especially those from the British Isles. |
