Air Travel Behavior and Attitude of Domestic Passengers toward Low Cost Airline Services

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.