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

Authors

  • Chuleewan Praneetham International School of Tourism, Suratthani Rajabhat University, Thailand
  • Prasert Sitthijirapat Faculty of Business Administration, Sripatum University, Thailand
  • Jaree Phrommana International School of Tourism, Suratthani Rajabhat University, Thailand
  • Jutarat Laophram International School of Tourism, Suratthani Rajabhat University, Thailand

Keywords:

Air Travel, Behavior, Attitude, Low Cost Airline, Thai Passenger

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. Keywords : Air Travel, Behavior, Attitude, Low Cost Airline, Thai Passenger

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Published

2019-12-28

How to Cite

Praneetham, C., Sitthijirapat, P., Phrommana, J., & Laophram, J. (2019). Air Travel Behavior and Attitude of Domestic Passengers toward Low Cost Airline Services. Chophayom Journal, 30(3), 149–158. Retrieved from https://so01.tci-thaijo.org/index.php/ejChophayom/article/view/225651

Issue

Section

Journal of Humanities and Social Sciences