Mémoire-projet

Abstract

This thesis focuses on the image and perceived attractiveness of Liege Airport as a regional airport in the context of its passenger activity. The study takes place in a specific situation, marked by the announced end of TUI’s operations at Liege Airport from January 2026 and by the uncertainty surrounding the future of passenger flights. The objective of this thesis is to understand how Liege Airport can rebuild a credible and attractive passenger image, despite being mainly known as a cargo airport. The research focuses especially on B2B intermediaries such as travel agencies because they can influence the way an airport is perceived, recommended and integrated into customers’ travel choices. To answer this question, the thesis combines several approaches. First, a literature review was conducted to understand the main concepts linked to airport image, service quality, passenger experience, credibility and B2B recommendation. Secondly, a benchmark of comparable airports was carried out in order to identify good practices and positioning differences. Finally, qualitative interviews were conducted with travel agencies. The findings show that Liege Airport benefits from several strengths, such as its regional location, easy access, small-size terminal and potential convenience for passengers. However, its passenger image remains weak, unclear and overshadowed by its cargo identity. Travel agencies also need a clear information, a reliable offer and a stronger communication before recommending the airport more actively. Based on these findings, this master thesis proposes strategic recommendations to improve Liege Airport’s passenger positioning and strengthen its credibility among B2B intermediaries.