| Summary: | 碩士 === 國立交通大學 === 交通運輸研究所 === 86 === The corridor between Taipei and Kaohsiung is the largest
domestic airpassenger transportation market in Taiwan. This
market has being highlycompeted among airline companies under
such a changeable environment whichis sensitive to the impacts
of air traffic accidents, the coming highspeed railway, and
government policies. In order to explore the marketingniches ,a
conceptual framework is then developed based on the theory
ofHabitual Domains in this study to analyze the travel behavior
of airtransportation passengers. Following the established
conceptual framework, a survey throughface-to-face interviews
with air passengers was conducted in Taipei Airportto collect
required data for empirical study. Fuzzy set theory and
LISRELmodel technologies are then applied in this study to
measure, confirm andanatomize the habitual domains of air
passengers in the corridor betweenTaipei and Kauhsiung. Finally,
a two dimensional analysis of "Importance-Performance" was also
conducted to find the marketing niches. Based on thestudy
findings, some marketing strategies related to pricing,
scheduling,imagery shaping, as well as government policy making
are suggested.
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