Air transport and the aviation sector have experienced profound transformations and there has been a whirlwind growth in demand for air travel. In 2020, with the outbreak of the Covid-19 pandemic, there was an unpredictable and forced stalemate, which was followed by the decision to return to a central role in the air transport business._x000D_
In fact, the sector can be considered as a single global network, as it connects different individuals, things, nations and cultures, affecting the integration process and economic, social, cultural and political development (Rodrigue et al., 2006) and guaranteeing the right to mobility even in the most remote places._x000D_
The most recent events linked to the health emergency have put the airport industry to the test: one thinks of the unprecedented summer chaos of 2022, when the English airports, in particular Heathrow and Gatwick airports, cancelled more than 10 thousand flights._x000D_
The perspective that moves the elaboration of the article, starts from the case study cited above to highlight how the widespread and pervasive use of the internet and social networks has made the dissemination of news unstoppable. Therefore, the question that follows the elaboration coincides with the need to understand how a negative news such as the one reported by the case study can undermine the integrity of the entire airport reputation, in what way especially consumers are conditioned by the reputation._x000D_
Do consumers therefore choose based on reputation?_x000D_
The literature confirms that negative consumer reviews are potentially very risky because they are able to influence the perceptions of all users and thus also of the company’s stakeholders (Kotler, Kartajaya and Setiawan, 2017)._x000D_

Alba Maria Gallo, Adele Orso
Università Giustino Fortunato

 
ID Abstract: 306