A Study on The Preference of Passengers in Choosing Direct Flights from Taiwan to China

• Main Authors: Wang Liang-Fu, 王良輔
• Other Authors: 周家權
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/29514885787151209402

碩士 === 開南大學 === 空運管理學系 === 97 === The cross-strait direct flights that officially started on December 15 , 2008 not only open a new era for Taiwanese airline industry but also create a great opportunity for establishing low-cost airlines in Taiwan. The objective of this study is to explore the demend for low-cost airlines traveling between Taipei and China. Stated preference data were collected via surveys from passengers seen at check-in area of flights to Shanghai from Taipei Shongshan Airport and from online customers. To understand how fare and service attributes influence passengers’ choice, each respondent of survey was shown a choice generated by using five factors which included average fare, departure time, service amenities, airline’s brand, and weekly flight frequency. The focus of this study was on understanding travelers’ willingness to pay to travel by low-cost airlines and their willingness to pay for certain service amenities in cross-strait flight markets in Taiwan. The operation costs of current full-service airlines and several successful low-cost airlines were considered in designing the fare choice. The stated preference data were used to estimate multinomial logit model for cross-strait flight markets in Taiwan. Empirical results indicated that the fare was a key factor that influenced the customers’ preference on airline choice. The departure times and flight frequency explored in MNL model were not significant or had unexpected sign in this study. This study found that in current cross-strait direct flight market there was significant demand for the services of low cost airlines.