Marketing communication of airports as a factor determining the choice of airport by polish and foreign passengers

In the contemporary economy an important aspect of functioning of every organization is the efficiency of conducted communication activities. They play a key role in the process of creating the desired image of an organization, which influences the purchasing decisions of consumers, including the choice of airport by passengers. The factors determining positive and negative opinions of passengers about airports should be a plane for the search for unique values (benefits) for particular airports, which will allow to distinguish the offer of an airport on an ever more competitive transport market. The article presents factors which influence the formation of opinions and choice of airport by Polish and foreign passengers, which were identified as a result of direct research conducted from November to December 2015 by means of direct interview (PAPI) on a sample of 929 respondents