Airport Retail: A Growing Non-Aviation Enterprise Examining Influencers on Traveler Loyalty

Abstract

The rising demand for air travel, which is expected to double by 2035, will likely lead to substantial growth in airport duty-free shopping. The IATA estimates that 7.2 billion passengers will travel by air by that time (IATA, 2016). A survey conducted at Lahore International Airport, based on 100 responses, revealed that perceived value, personality, service quality, and satisfaction are significant factors influencing traveler loyalty to duty-free shopping, with satisfaction playing a mediating role. Although this study is limited to one airport with a small sample size, future research should extend to other airports across Pakistan for broader applicability. These findings provide aviation professionals with valuable insights to enhance traveler loyalty and increase non-aviation revenue streams, leading to financial growth and optimization.