ABSTRACT

Incentive programs are widely used by airports as a marketing tool to attract new services. Empirical evidence regarding the effects of an isolated incentive program is yet to be explored. In this paper, we focus on airports located in Asia to detect the mechanisms, results and effects of the incentive program initiated by Narita International Airport, Japan. We present non-financial and financial indices to explore the effects of incentive schemes. For the non-financial aspect, the retention rate of new air services under incentives is explicitly defined and calculated. Regarding the financial impact, the costs and revenues and tourism revenues of flights under incentive schemes are calculated to estimate the incentive program’s financial and economic effects. The results demonstrate that the ‘2015RDP’ incentive program initiated by Narita International Airport has met its strategic goals and achieved success in attracting new services, as well as generating additional revenue for the airport and tourism industry.

摘要

激励计划被机场广泛用作吸引新服务的营销工具。关于孤立激励计划影响的经验证据尚待探索。在本文中，我们专注于位于亚洲的机场，以检测日本成田国际机场发起的激励计划的机制、结果和效果。我们提出了非财务和财务指标来探索激励计划的效果。在非财务方面，明确规定并计算了奖励下新航服务的保留率。关于财务影响，计算奖励计划下航班的成本和收入以及旅游收入，以估计奖励计划的财务和经济影响。