Applying the Habitual Domains Theory to Explore the Marketing Niches for Taipei-Kaohsiung Air Passenger Transportation Market

• Main Authors: Chu, Chang-Yen, 朱昌彥
• Other Authors: Chang Hsin-Li
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/47581991253490608358

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.