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Strategically depositing into your ‘Goodwill Bank’: An important and necessary asset for airports

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Airport managers are in the business of safely, effectively and efficiently operating airports. Amid the daily work of airport operations, negative and potentially damaging issues can arise in very public ways. How does an airport manager navigate these issues in the most positive manner possible? Do stakeholders in the community stand in support of the airport because of the community trust in the organisation? Or, does the community present obstacles and perpetuate negative feedback when less-than-positive issues arise? The airport’s relationship with its community is important. The airport’s customers have the power to derail important projects, impact operations, erode community trust and impede the airport manager’s ability to operate as effectively as possible. However, the public’s trust and perception of the airport can be an amazing asset. This paper focuses on the concept of airports purposefully establishing and building their Goodwill Bank, and the strategic importance of public goodwill. Specifically, the paper will discuss a suggested structure to develop airport-specific strategies and a case study involving a plan that Asheville Regional Airport implemented.

Keywords: Goodwill Bank; airport public relations; market perception research; marketing strategies

Document Type: Research Article

Publication date: March 1, 2017

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  • Journal of Airport Management is the essential professional journal publishing in-depth, peer-reviewed articles and real world case studies on airport management, finance, development, ground-handling, airport-airline relations and regulation - with no advertising or sales pitches.

    Guided by an expert Editorial Board and published in association with Airports Council International, each quarterly 100-page issue publishes original, authoritative articles and case studies written by and for airport managers, ground-handling companies, airlines and regulators, as well as their advisers, service providers, researchers and academics. Each issue provides detailed analysis, new thinking, 'lessons learned' and 'how to' guides from fellow professionals around the world that can be applied in your organisation, plus the latest research in the field.
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