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Title: Air Travel Behavior and Attitude of Domestic Passengers toward Low Cost Airline Services
Authors: Chuleewan Praneetham
Prasert Sitthijirapat
Jaree Phrommana
Jutarat Laophram
Keywords: Air Travel
Low Cost Airline
Thai Passenger
Issue Date: September-2019
Citation: VOL.30
Series/Report no.: NO.3
Abstract: The purpose of the research was to study the air travel behavior and attitude of domestic passengers toward low-cost airline services. The samples of the study were 400 Thai passengers selected by purposive sampling technique. The research instrument was a questionnaire. The data were analyzed by different methods as follows: percentage and frequency were used to analyzed basic data. Mean and standard deviation were used to analyze attitude toward low-cost airline services. Pearson chi-square was used to analyze the relationship between demographic factors on behavior toward air travel, t-test was used to analyze passengers’ attitudes toward low-cost airline services with different genders, and One-way-ANOVA was used to analyze passengers’ attitude toward low-cost airline services by age, education, and occupation factors. The study indicated that the main objective for flying was leisure. The respondents came along with 2-3 companions. They used service 1-5 times yearly. Most of them traveled on Monday to Friday, reserved air tickets via airline mobile application. They, mostly, bought tickets 1 month in advance, and paid by credit card. Most of them checked in via checked-in counter. They searched and received the information about the airline services from the internet. The research findings revealed that personal factors; gender, age, education, and occupation were highly correlated with consumers’ behavior of low cost airlines at the 0.05 level of statistical significance. The passengers had high level of satisfaction for check-in, boarding service, and baggage services. Results also showed that different gender, age, education, and occupation factors were not difference significantly to attitude of domestic passengers toward low-cost airline services. The information from this research can be used to set a plan for marketing mix strategy of low cost airline in order to increase the number of their customers.
Description: The findings showed that the passengers had high-level of satisfaction for check-in, boarding services, and baggage services. Service processes including fast check-in procedures, preparation before departure with a short duration, luggage waiting period which not too long, and punctuality of flights will encourage consumers’ credibility and an impression which will lead to the decision on usage of the airline services. Moreover, personal factors namely; age, education, and occupation were not significantly different in term of the effect on the attitude of domestic passengers toward low-cost airline services.
ISSN: 1513-5462
Appears in Collections:BUS-02. บทความวิชาการ/วิจัย (วารสารระดับชาติ)

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