Evaluating Competitiveness of Transshipment Cargo in Major Airports in Northeast Asia: Airport Branding

Abstract

This study aims to provide strategies to improve the competitiveness of transshipment cargo airports in the Northeast Asian region; using conjoint analysis, it focuses on strategies of brand equity. In addition, it calculates the brand equity of three main airports and identifies the importance of brand as a competitive factor for transshipment cargo airports in Northeast Asia. In the results of the competitiveness analysis, in terms of attracting transshipment cargoes, Incheon, Narita, and Pudong airports showed market shares of approximately 44%, 29%, and 27%, respectively. To examine the effects of airport brand on the attraction of transshipment cargoes, the optimum combinations of the attributes were used. The portions of the total utility provided by the optimum combination accounted for by brand were 26.26% in the case of Incheon International Airport, 16.18% for Pudong airport, and 39.56% for Narita airport.

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