Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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The Case Study of PR Effects on Honorary Ambassadors at Incheon Airport

공항 홍보대사의 홍보 효과성 사례연구 : 인천공항을 중심으로

  • 김기성 (한국항공대학교 항공경영학과) ;
  • 김기웅 (한국항공대학교 경영학과) ;
  • 박성식 (한국교통대학교 항공운항학과) ;
  • 강우정 (한국교통대학교 항공운항학과)
  • Received : 2014.06.03
  • Accepted : 2014.06.18
  • Published : 2014.06.30
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Abstract

Incheon international airport has tried to upgrade its image by hosting lots of international events and inviting celebrities as a honorary ambassador of airport. It is uncomparable to other airports all over the globe for incheon airport to utilize an honorary ambassador to promote airport. The purpose of this paper is to try to find out the PR effect of employing honorary embassador at Incheon airport, which has a positive impact on enhancing the image of Incheon airport. In other words, it should be considered the PR effect of honorary embassador has contributed to upgrading airport image resulting in the commitment of passengers. According to empirical research result, it is proven the attractiveness and trust of honorary embassador has not significantly positive impact on the airport's image. However it is also proven the PR activities of airport authority has a significant impact on the airport's image. Passengers believed the honorary ambassador has a high level of attractiveness and trust but they don't agree causal relationship among attractiveness, trust and airport image. That is, they are not interested in who is the honorary ambassador of airport but in the contents of airport's news article itself. The administrative implication is mentioned in the paper that airport authority should mainly focus on the contents of PR not the figure of the honorary ambassador.

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References

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