| Summary: | 碩士 === 逢甲大學 === 國際經營與貿易學系 === 107 === Thai travelers tend to travel with great experiences at affordable prices which low-cost airlines respond the needs of consumers, whereas there are number of consumers are more likely seeking taking national airline. This study seeks to explain why many passengers have the aim of saving money while others choose to take a full-service carrier instead of a low-cost airline. The model implemented in this study underwent testing with a sample group of 420 passengers who were travelling on their outbound and inbound air journey abroad and passengers in the arrival hall at Don Muang and Suvarnabhumi airports. Analysis was performed using Structural Equation Modeling (SEM) and AMOS software.
The findings in this study showed that various factors affect the way consumers select airlines in Thailand, and also that there are both price and non-price factors which shape the attitudes of low-cost and full-service airlines. The results can be useful in guiding the establishment of competitive strategies which can be used by Thai airlines without relying solely on pricing. In particular, airlines should place emphasis upon their service quality and safety records.
The findings in this study provide both direct and indirect implications for those involved in the industry. Affected stakeholders can be categorized as passengers, budget airlines, and full-service carriers. Furthermore, this empirical study could contribute to the improvement and testing of theories related to the way in which price and quality are associated with the selection of airlines by passengers.
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