An Application of Conjoint Analysis to the Flight Options of the Short-Haul Routes: A Case Study of the Route between Taipei and Hong Kong

• Main Authors: Yung-TeKuo, 郭永德
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/7w2sf7

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 101 === In recent years, the number of travel abroad is increasing, especially in the short-haul travel. Furthermore, in Taiwanese international regular route, the route between Taipei and Hong Kong is the largest.Therefore, in the fierce market competition, what combination of short-haul routes is the optimal flight is the main subject to investigate. This study uses the traditional model of conjoint analysis to discuss the preferences and the combinations of the attributes to the short-haul route flights, as well as the difference between the market segments. The results show that the fare, arrival time and the brand of airlines are the three main attributes of the short-haul route flights. The optimal combination of the short-haul route flight is “15%-25% the fare less than the average, go during the day and return in the night, Cathay Pacific.” In addition, there are three groups, which are the group emphasis on arrival time, fare-sensitive group and the brand of Taiwanese airline-lover. The fare-sensitive group is the biggest group. In most of the market segments, the attribute of the fare is the most important of the short-haul route flight. According to the study, the airline could use the fare promotion with different flight combinations to attract tourists.