The Structure Design of Domestic Air Fare：the Case Study of Taipei - Kinmen Market

• Main Authors: Chi-Wei Lu, 呂志維
• Other Authors: Tsung-Hsien Tsai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/uwz793

碩士 === 國立金門大學 ===  觀光管理學系 === 102 === Revenue management (RM) has been widely applied in the airline and service industries. Through the manipulation of market segmentation and demand management, the implementation of RM may achieve significant revenue increase. Among RM-related issues, one of core problems is to determine the structure of fare classes which is rarely addressed in the literature. This study aims to investigate passengers’ preferences on the choice of different types of tickets which are the result of fares and fences. Stated preference questionnaires are adopted to have multiple hypothetical scenarios for passengers to select given a domestic market (Taipei to Kinmen). Multinomial logit models are utilized to explore influential attributes while selecting ticket alternatives. Furthermore, mixed logit models are applied to investigate passengers’ non-homogeneous behaviors on the selection of tickets. In this study, departure time, booking time, validity, changing fee, and refund percentage are regarded as important attributes. A total of 430 questionnaires were distributed and the results show that changing fee and refund percentage are two vital attributes with the significance of fare in the logit model. Furthermore, the mixed logit model shows more robust performance which all five adopted attributes are shown significant with higher explanatory power than that of the logit model. For the managerial application, this study further obtains willingness-to-pay of each attribute and yields 162 different ticket alternatives with corresponding purchase fences. In short, domestic passengers are prone to departure on Saturday/Sunday, book between 14~30 days before departure, and prefer to be able to change their itineraries with paying changing fees. The outcome of this study may be helpful for recommending different types of tickets based on passengers’ expectations while conducting pricing decisions in the framework of revenue management.