• Journal of the Korea Society of Computer and Information
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• v.25 no.11
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• pp.211-218
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• 2020

Gwangju Airport and Muan International Airport are planned to merge in 2021 while the aviation market is suffering an unprecedented prolonged crisis due to COVID-19 and therefore it is necessary to revitalize the airport to keep up with the passenger's demands. The study conducts an empirical research survey on the passengers of both airports regarding the importance, satisfaction, and overall satisfaction to derive a strategic marketing direction. The results show that to establish a strategic marketing direction, an urgent improvement is required for all "Commercial Facility and Diversity," "Rest Facility and Comfort," "Facilities for the Transportation Vulnerable," "Latest Facility" factors, and "Air Route Diversity." On the other hand, it is required to stop further investing and improving in "Publicity and Marketing" and "Flight Schedule". The results of this study demonstrate academic and practical importance through the comparison of two IPA models, based on Gwangju Airport and Muan International Airport before their integration, to provide substantive and meaningful marketing strategies.