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It was way back, that airports relied solely on their core function: air transport. Profitability is increasingly achieved through non-aeronautical products ranging from car-parking to commercial shopping. Marketing strategies therefore were customized according to the disproportionally high heterogeneity of shoppers: people of all nationalities and with all kinds of interests. Not only the uniqueness of the target group but also of the unique surrounding in general let researchers strive to understand the purchase behavior of airport guests. Therefore, the underlying study aims to understand what impact the public realm at airports has on the individual and how purchasing behavior is affected.

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Böker, Jana
Jana Böker studied Cruise Tourism Management in Bremerhaven (Germany). Is now finishing her master thesis in Business Management M.A.. Being passionated about leadership that empowers employees to achieve results beyond imagination, she will start her carreer soon in Change Management.

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